Public Opinion through Text Messaging

The BBC's Watchdog programme made history this week, becoming the first British television programme to gauge public opinion by text message. The groundbreaking research, which shows that half the British public think the MMR vaccine is safe, has been developed and tested by research agency MORI, according to Daily Research News Online.

"Using text messaging as a research technique also gives Watchdog access to a much wider sample of people than alternative methods such as Internet polling. ‘Three-quarters of the British population use a mobile phone, compared to less than half who use the Internet, and text messaging is more socially inclusive,' explains Down. ‘Texting is also much more immediate – and you can do it anywhere!'

emily | 3:16 PM | SMS, Television and Radio |
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