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Web Survey Bibliography

Title Simulating a Census Environment to Test Online Self -response
Author Vines, M.
Year 2016
Access date 02.06.2016
The U.S. Census Bureau plans to leverage the internet and online self response as a primary response option for the 2020 Census. The 2015 Census Test in the Savannah Designated Market Area (DMA) provided an opportunity to test how an integrated communications campaign can support online self-response, particularly using the Census Bureau’s capabilities to process responses without a pre-assigned ID number. This capability creates the opportunity for a paperless decennial census, for which residents access the Census Bureau’s website and complete their forms online. For the 2015 Census Testin 17 Georgia and three South Carolina counties, Census performed blanket traditional advertising, partnership development, and public relations outreach. Additionally, Census segmented the 106 domestic ZIP codes in the area into five geographic panels, with all households in the market assigned to one of the panels. Each panel received different targeted online advertising strategies and per-household spending levels. Quantitative and observational findings about the effectiveness of different digital strategies will help identify promising approaches for promoting the 2020 decennial census. This presentation will provide an overview of the 2015 Census Test including results from the Optimizing Self Response and non-ID processing operations. We will discuss the selection of the test site and outline the panel design used to test digital advertising strategies. This will include a discussion of key digital advertising concepts such as targeting and advertising bleed.
Year of publication2016
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography - The American Association for Public Opinion Research (AAPOR) 71st Annual Conference, 2016 (107)