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Web Survey Bibliography

Title Encouraging Online Response among Hard-to-Survey Po pulations: Digital Advertising and Influencer Calls
Year 2016
Access date 02.06.2016
Williams et al. (2014) argue that social marketing was critical to the success of the 2010 Census. The 2010 campaign consisted mainly of traditional paid media including radio, television, and print advertisements, while only a fraction consisted of digital media. By 2016, however, online and mobile advertising are projected to become the world’s second and third-largest ad mediums respectively, behind only television (Pomfret, 2015). In this paper, we report results of a site experiment that manipulated digital ad spending and targeting to encourage response among hard-to-survey populations. Additionally, among households where a phone number was located, a separate experiment tested three influencer call “voices” inviting online response (a Mayor vs local news anchor vs professional voice actor). We address a broad research question - namely, did digital advertising spend-level, ad targeting, or influencer calls increase online response among hard-to-survey populations? According to Tourangeau (2014), one can define hard-to-survey populations from a number of different perspectives including being hard to identify, reach, persuade, and/or interview. In this paper, we operationally define hard-to-survey based on tract-level population segments known to have low self-response in previous censuses (Bates and Mulry, 2011), stratifying areas by a Low Response Score (Erdman and Bates, 2014), and/or concentrating on priority audiences with historically low response and/or low internet usage (e.g. young adults, seniors, renters, and female headed households). In answering our research question, we will examine levels and mode of self-response among hard-to-survey populations (mail vs phone vs internet). For internet self-responders, we examine source (e.g. URL from mailings, digital ads, or non-digital ads), and finally, for those responding via digital ads, we examine type of device targeted (e.g. desktop versus mobile device).
Year of publication2016
Bibliographic typeConferences, workshops, tutorials, presentations