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Web Survey Bibliography

Title Communication Channels that Predict and Mediate Self-response
Year 2016
Access date 02.06.2016
Past decennial censuses used an array of communication channels to build awareness and promote participation. The 2000 Census was the firs
t to benefit from paid advertising. The 2000 media campaign included television, radio, Internet, print, and out-of-home advertising targeting both the general public and select populations. The 2010 Census campaign employed a bigger and expanded paid advertising operation. The 2020 Census will likely include an integrated communications campaign with more digital advertisements to complement an Internet self-response option and ability to process non-ID households in real-time. To examine the effectsof advertising techniques made available by an Internet self-response option and non-ID processing, a mid-decade site experiment utilized a media campaign aimed at building awareness and promote self-response. Multiple communication channels included mail pieces, targeted digital advertisements, saturated advertising buys, telephone reminder or “influencer” calls, and emails or texts to pre-registrants. Using advertising data, paradata, and response data, this presentation examines which channels were most successful at predicting paper and Internet self-response modes. Using bivariate and multivariate analyses, we examine the effectiveness of different media campaign channels on self-response. We also measure the indirect, mediating effects of communication channels on self-response. Findings suggest different channels directly and indirectly affect self-response. While mail pieces directly affect self-response, there is evidence that other communication channels mediate these effects. We conclude by discussing how the results of this site experiment influence planning the 2020 Census’ anticipated integrated communications campaign.
Year of publication2016
Bibliographic typeConferences, workshops, tutorials, presentations

Web survey bibliography (4086)