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25 - Use of paid media to encourage 2010 Census participation among the hard to count

Published online by Cambridge University Press:  05 September 2014

By
W. Douglas Evans ,
A. Rupa Datta  and
Ting Yan
Edited by
Roger Tourangeau ,
Brad Edwards ,
Timothy P. Johnson ,
Kirk M. Wolter  and
Nancy Bates
W. Douglas Evans
Affiliation:
George Washington University
A. Rupa Datta
Affiliation:
University of Chicago
Ting Yan
Affiliation:
University of Michigan
Roger Tourangeau
Affiliation:
Westat Research Organisation, Maryland
Brad Edwards
Affiliation:
Westat Research Organisation, Maryland
Timothy P. Johnson
Affiliation:
University of Illinois, Chicago
Kirk M. Wolter
Affiliation:
University of Chicago
Nancy Bates
Affiliation:
US Census Bureau
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Summary

Introduction

This chapter describes a relatively uncommon approach, paid media campaigns, to encourage participation of hard-to-survey populations. Specifically, we discuss the paid media component of the 2010 Integrated Communication Campaign conducted by the US Census Bureau as part of its 2010 Decennial Census effort in the United States.

Why, from a methodology perspective, might one want a paid media campaign to encourage survey participation? The conceptual model of survey participation laid out by Groves and Couper (1998) suggests that respondents’ decision to participate in a survey request is based on several factors – the social environment, respondent characteristics, survey design features, interviewer characteristics, and the respondent–interviewer interactions at the point of survey request. The first two factors are usually out of the control of survey organizations; in other words, survey organizations are not able to manipulate or change who respondents are and where they live. However, the context in which a survey request is presented, received, and perceived can be changed to facilitate a favorable participation outcome from respondents. We consider a paid media campaign a useful means for changing the survey-taking climate.

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Chapter
Information
Hard-to-Survey Populations , pp. 519 - 540
Publisher: Cambridge University Press
Print publication year: 2014

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