Census 2000 Partnership and Marketing Program Evaluation

To evaluate the Census 2000 integrated marketing strategy, the Census Bureau contracted with the National Opinion Research Center (NORC) to conduct a national representative sample survey. In addition to having a national representative sample, NORC oversampled populations which are historically und...

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Bibliographic Details
Published inPopulation research and policy review Vol. 21; no. 1/2; pp. 135 - 153
Main Authors Rivers, Emilda B., Poyer, James, Norris, Sherri
Format Journal Article
LanguageEnglish
Published Dordrecht Kluwer Academic Publishers 01.04.2002
Springer Nature B.V
Subjects
Advertising campaigns
African Americans
Census
Census forms
Census of Population
Censuses
Collaboration
Communities
Cooperation
Demography
Education
Ethnicity
Evaluation
Hispanics
Integrated marketing
Logos
Market strategy
Marketing
Native Americans
Noncitizens
Opinions
Participation
Patient confidentiality
Policy studies
Population
Public Opinion
Public service advertising
Questionnaires
Response rates
Self reports
Studies
Television advertising
United States of America
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Summary:To evaluate the Census 2000 integrated marketing strategy, the Census Bureau contracted with the National Opinion Research Center (NORC) to conduct a national representative sample survey. In addition to having a national representative sample, NORC oversampled populations which are historically undercounted in the census. Using three crosssectional mixed mode surveys, NORC obtained baseline, pre-and post-census measures of awareness, attitudes, knowledge, and mailback intentions over the period of the census. This paper reports on some of the preliminary results from the NORC report of the Partnership and Marketing Program (PMP) evaluation.
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ISSN:0167-5923
1573-7829
DOI:10.1023/A:1016593911980