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J. Michael Dennis, Charles DiSogra, Erlina Hendarwan AAPOR 2012 Orlando, Florida

Using ancillary information to stratify and target young adults and Hispanics in national ABS samples. J. Michael Dennis, Charles DiSogra, Erlina Hendarwan AAPOR 2012 Orlando, Florida. Probability-based ABS recruitment Recruitment takes place throughout the year Representative of U.S. adults

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J. Michael Dennis, Charles DiSogra, Erlina Hendarwan AAPOR 2012 Orlando, Florida

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  1. Using ancillary information to stratify and target young adults and Hispanics in national ABS samples J. Michael Dennis, Charles DiSogra, Erlina Hendarwan AAPOR 2012 Orlando, Florida

  2. Probability-based ABS recruitment Recruitment takes place throughout the year Representative of U.S. adults Includes: Adults with no Internet access (24% of adults) • KN provides laptop and free ISP Cell phone only (30% of adults) Spanish-language Extensive profile data maintained on each member • demographics, attitudes, behaviors, health, media usage, etc. Samples from the panel are assigned to projects • e-mail invitations and a link to the online survey questionnaire 50,000+ members 2

  3. Mail methodology: materials and schedule Day 7 Reminder PC Current Resident / Residente Actual 123 Your Street The City, State 99999 Day 28 NR Letter Initial Mailing

  4. Address-Based Sample (ABS) frame • U.S. Postal Service Computerized Delivery Sequence File (CDSF) • ~97% coverage of physical addresses • Frequently updated including status of addresses, such as, seasonal homes, vacant houses, etc. • Can be matched to available landline telephone numbers • Can be geo-coded • Can attach ancillary information from a variety of sources for purposes of: • Non-response analyses • Targeting demographic / geographic mailings • Sample stratification 4 4

  5. Research questions • Will the demographic yields using ancillary information in the sample design be as good as or better than using traditional Census block data? • Does the use of ancillary information improve the efficiency of recruiting the demographic groups of interest? • If using ancillary information turns out to be a good strategy, can it be leveraged to maximize yields?

  6. Sample stratification in 2010 and 2011 2010 8 national mailings (~22,000 ea.) Objective: Increase Hispanics in a national sample Method used: Targeted Census blocks with ABS sample Criteria: CBs with 30% or more Hispanic population Design and sample distribution (vs. Frame): Stratum 1Hispanic CBs 41% (vs. 14%) Stratum 2Balance of CBs 58% (vs. 86%) Design Effect: 1.60

  7. Sample stratification in 2010 and 2011 2011 8 national mailings (~26,000 ea.) Objective: Increase HispanicsIncrease Young Adults (ages 18-24) Method used: Ancillary information with ABS sample Criteria: Hispanic surname for household Any 18-24 in household and rents home Design and sample distribution (vs. Frame): Stratum 1Hispanic 18-24 1% (vs. 0.3%) Stratum 2Hispanic 25+ 25% (vs. 8%) Stratum 3All Else 18-24 7% (vs. 2%) Stratum 4All Else 25+ 67% (vs. 89%) Design Effect: 1.52 Conservative oversamples (approx. 3x) 2010 8 national mailings (~22,000 ea.) Objective: Increase Hispanics in a national sample Method used: Targeted Census blocks with ABS sample Criteria: CBs with 30% or more Hispanic population Design and sample distribution (vs. Frame): Stratum 1Hispanic CBs 41% (vs. 14%) Stratum 2Balance of CBs 58% (vs. 86%) Design Effect: 1.60

  8. Percent Raw Yield Raw yield = number of HHs recruited / total HHs in sample Slightly LOWER yield with ancillary info design Reason: A function of HISPANIC ancillary info targeting LOWER

  9. Percent Raw Yield of Hispanics Raw yield = number of Hispanic HHs recruited / total HHs in sample NO DIFFERENCE in yield with ancillary info design A HIGHER Hispanic yield with ancillary info targeting HIGHER

  10. Percent Raw Yield of Young Adults Raw yield = number of YA HHs recruited / total HHs in sample NO DIFFERENCE in yield with ancillary info design A HIGHER 18-24 AGE GROUP yield with ancillary info targeting HIGHER

  11. Percent Race/Ethnicity of Recruited HIGHER EFFICIENCY to locate Hispanics with ancillary info targeting * May not add to 100% due to rounding.

  12. Percent Young Adults (18-24) of Recruited HIGHER EFFICIENCY to locate young adults with ancillary info targeting * May not add to 100% due to rounding.

  13. Conclusions • The yields for Hispanics and young adults, using ancillary information in the sample design, is as good as traditional Census block data with our 2010 design • The use of ancillary information improved the efficiency of recruiting Hispanics and young adults (ages 18-24) • Improved efficiency was also reflected in a modest 1.7% lower cost per recruited young adult and 3.2% lower cost per recruited Hispanic in 2011 compared to 2010 • Using ancillary information, with more aggressive over-sampling to take advantage of the higher efficiency, can be leveraged to maximize yields in future samples

  14. Thank you!J. Michael Dennismike.dennis@gfk.com

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