The cell phone revolution and data collection

The cell phone revolution is phenomenal. With an estimated global mobile phone subscription of 6.5 billion as at June this year, the cell phone is arguably the most popular tool used by humans on earth. With an active mobile subscription that is up to 120 million, out of a population of about 170 million people, and an estimated teledensity of about 85 per cent, Nigeria is surely among the frontline countries pushing the cell phone revolution. Thus, it is not surprising that research companies and data collecting agencies across the globe are fast depending on cell phones for easy access to prospective respondents.

The use of cell phones in surveys and data collection by NOI polls in its recent survey on food expenditure, resulting in the questioning of the a dollar-a-day threshold for poverty measurement, is a good indication right in our own space  that the cell phone can reduce the drudgery of data collection. While it can be said that cell phone usage in surveys is not without its disadvantages, the ease it provides by giving access to many respondents or sample groups is critical and surpasses whatever limitations arising from its usage.

One major disadvantage in using cell phone or phones in general is the inability of the researcher to have a glimpse into the facial expressions of the respondent that could provide deeper insights. Also, for the cell phone, the distractive or influencing factors in the respondents’ environment, and frequent network interruptions of service can alter the quality and accuracy of responses.

However, considering the importance of data in economic and business planning, and the convenience of reach that the cell phone offers, its usage should be properly exploited and respondents nurtured in the culture. Those who seek data through the cell phone should understand the limitations, and create ways of reducing the impact of these limitations on the quality of the data. We need note also that in line with emerging research practices, respondents are incentivized to respond positively to this emerging survey culture by giving them airtime rewards through partnerships with mobile operators.

We have taken good note of the cell phone value to research and data collection because of our concern with the paucity of reliable data in our society and the danger this reality poses to creating an orderly and well planned society. The frequent dependence on speculations, whims, and at best poor data by businesses and governments is both a failure and burden in Nigeria and across sub-Saharan Africa. This practice cannot go on while order and the dividends of development and democracy are sought.

To maximise the value inherent in using cell phones for data collection, we urge operators of cell phone networks in the country to keep upgrading their networks and ensure that interruptions of services are not common. The National Communication Commission (NCC), the telecommunications industry regulator in the country should continue to demand for better efficiency from these operators.

Businesses, governments and institutions across the country should rise above the trend of planning without data, and enthrone structures, operations and environments that will enhance efficient and effective data gathering.

We believe that this collective conscious pursuit will ultimately improve our data infrastructure, and make planning and execution more precise and meaningful in our clime.