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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 - PowerPoint PPT Presentation
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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
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Probability-based ABS recruitmentRecruitment takes place throughout the yearRepresentative of U.S. adultsIncludes:
Adults with no Internet access (24% of adults)• KN provides laptop and free ISP
Cell phone only (30% of adults)Spanish-languageExtensive 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 50,000+ members
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Mail methodology: materials and schedule
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Current Resident / Residente Actual123 Your StreetThe City, State 99999
Day 7 Reminder PC
Day 28 NR Letter
Initial Mailing
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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
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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?
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Sample stratification in 2010 and 2011
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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 1 Hispanic CBs 41% (vs. 14%)Stratum 2 Balance of CBs 58% (vs. 86%)
Design Effect: 1.60
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Sample stratification in 2010 and 20112010
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 1 Hispanic CBs 41% (vs. 14%)Stratum 2 Balance of CBs 58% (vs. 86%)
Design Effect: 1.60
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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 1 Hispanic 18-24 1% (vs. 0.3%)Stratum 2 Hispanic 25+ 25% (vs. 8%)Stratum 3 All Else 18-24 7% (vs. 2%)Stratum 4 All Else 25+ 67% (vs. 89%)
Design Effect: 1.52
Conservative oversamples (approx. 3x)
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Percent Raw Yield
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Raw yield = number of HHs recruited / total HHs in sample
Slightly LOWER yield with ancillary info design2010 2011
Census Blocks Ancillary Info.
9.9 9.2
Reason: A function of HISPANIC ancillary info targeting
Hispanic stratum
Else stratum
Hispanic stratum
Hispanic stratum
Else stratum
Else stratum
18+ 18+ 18-24 25+ 18-24 25+
9.2 10.4 8.7 7.7 12.2 9.5
2011 Ancillary Info.2010 Census Blocks
LOWER
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Percent Raw Yield of Hispanics
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Raw yield = number of Hispanic HHs recruited / total HHs in sample
NO DIFFERENCE in yield with ancillary info design2010 2011
Census Blocks Ancillary Info.
1.8 1.8
A HIGHER Hispanic yield with ancillary info targeting
Hispanic stratum
Else stratum
Hispanic stratum
Hispanic stratum
Else stratum
Else stratum
18+ 18+ 18-24 25+ 18-24 25+
3.6 0.6 6.9 5.7 0.6 0.4
2010 Census Blocks 2011 Ancillary Info.
HIGHER
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Percent Raw Yield of Young Adults
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Raw yield = number of YA HHs recruited / total HHs in sample
NO DIFFERENCE in yield with ancillary info design2010 2011
Census Blocks Ancillary Info.
0.8 0.8
A HIGHER 18-24 AGE GROUP yield with ancillary info targeting
Hispanic stratum
Else stratum
Hispanic stratum
Hispanic stratum
Else stratum
Else stratum
18+ 18+ 18-24 25+ 18-24 25+
1.0 0.7 2.5 0.8 2.6 0.6
2010 Census Blocks 2011 Ancillary Info.
HIGHER
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Hispanic stratum
Else stratum
Hispanic stratum
Hispanic stratum
Else stratum
Else stratum
18+ 18+ 18-24 25+ 18-24 25+
Hispanic 39.5 5.5 79.1 73.4 4.6 4.7
African American 15.1 14.4 3.6 3.1 23.0 15.9
Other/2+ race 7.6 5.8 3.2 4.1 6.3 5.9
White 38.7 75.1 14.6 19.6 67.4 74.5
Total * 100.0 100.0 100.0 100.0 100.0 100.0
2010 Census Blocks 2011 Ancillary Info.
Percent Race/Ethnicity of Recruited
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HIGHER EFFICIENCY to locate Hispanics with ancillary info targeting
* May not add to 100% due to rounding.
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Hispanic stratum
Else stratum
Hispanic stratum
Hispanic stratum
Else stratum
Else stratum
18+ 18+ 18-24 25+ 18-24 25+
18-24 10.7 7.0 28.6 10.7 21.6 6.2
25-34 22.1 16.2 15.9 25.3 10.3 17.4
35-54 43.1 43.6 44.6 47.5 44.9 40.4
55-64 14.5 18.8 9.6 11.1 16.1 20.1
65+ 9.7 14.5 1.4 5.5 7.2 15.8
Total * 100.0 100.0 100.0 100.0 100.0 100.0
2010 Census Blocks 2011 Ancillary Info.
Percent Young Adults (18-24) of Recruited
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HIGHER EFFICIENCY to locate young adults with ancillary info targeting
* May not add to 100% due to rounding.
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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
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