User retention in IMMI^SM studies is over 96%, so once a study is underway, IMMI does not need to re-recruit research panel members.

RECRUITMENT

In building a national panel that mirrors the US Census in key markets, IMMI uses a rigorous recruitment technique called List Assisted Random Digit Dialing.

This is a complex sample design that improves response rates through advance mailings to respondents with listed telephone numbers, and also includes a cell-phone only supplement. This design is tailored to achieve as high a response rate as possible, while maintaining nearly complete coverage of the target population.

The target population for the panel is teens and adults ages 13 to 54.

Substitution for Nonresponse

Initial potential panel members that cannot be contacted, or decline to participate in the IMMI panel, are replaced by substitutes from the random lists who match the non-participants as closely as possible.  The method of substitution produces samples that need substantially less weighting for non-response than a typical RDD sample.

Recruitment

Recruitment began in July 2006.  An independent recruiting firm conducted the  short interviews to collect basic demographic data and viewing habits. Respondents who agreed to join the IMMI panel then received a follow-up call from an IMMI Research Panel Member Representative.

The IMMI representative reconfirms all basic information, and asks them to reaffirm their commitment to their responsibilities as a panel member. Our representatives carefully review the IMMI privacy policy with new panel members, and give them the opportunity to ask any questions they might have about the IMMI process.

IMMI Avoids Common Recruitment and Retention Problems

In return for replacing their current cell phone with a new phone, potential research panel members are asked to do only what they already do: carry a phone around with them wherever they go. IMMI pays for some or all of the cell phone service. There are no strange new devices, no surveys to fill out, and no buttons to push.

This approach creates a compelling proposition for panel members, and helps us avoid common non-cooperation problems that plague traditional panel building efforts. IMMI can easily recruit and retain members from hard-to-attract ethnic or socioeconomic groups. There's no need for differential treatment for minorities or younger demographics that might skew sample recruitment.

Next: Panel Management