1. © GfK 2012 1 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

2. © GfK 2012 2 2 2 Probability-based ABS recruitment Recruitment takes place throughout the year Representative of U.S. adults Includes: Adults with no Internet access (24% of adults) KN provides laptop and free ISP Cell phone only (30% of adults) Spanish-language Extensive 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

3. © GfK 2012 3 Mail methodology: materials and schedule 3 Current Resident / Residente Actual 123 Your Street The City, State 99999 Day 7 Reminder PC Day 28 NR Letter Initial Mailing

4. © GfK 2012 4 4 4 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 4

5. © GfK 2012 5 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? 5

6. © GfK 2012 6 Sample stratification in 2010 and 2011 6 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

7. © GfK 2012 7 Sample stratification in 2010 and 2011 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 7 2011 8 national mailings (~26,000 ea.) Objective: Increase Hispanics Increase 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)

8. © GfK 2012 8 Percent Raw Yield 8 Raw yield = number of HHs recruited / total HHs in sample Slightly LOWER yield with ancillary info design Reason: A function of HISPANIC ancillary info targeting LOWER

9. © GfK 2012 9 Percent Raw Yield of Hispanics 9 Raw yield = number of Hispanic HHs recruited / total HHs in sample NO DIFFERENCE in yield with ancillary info design A HIGHER Hispanic yield with ancillary info targeting HIGHER

10. © GfK 2012 10 Percent Raw Yield of Young Adults 10 Raw yield = number of YA HHs recruited / total HHs in sample NO DIFFERENCE in yield with ancillary info design A HIGHER 18-24 AGE GROUP yield with ancillary info targeting HIGHER

11. © GfK 2012 11 Percent Race/Ethnicity of Recruited 11 HIGHER EFFICIENCY to locate Hispanics with ancillary info targeting * May not add to 100% due to rounding.

12. © GfK 2012 12 Percent Young Adults (18-24) of Recruited 12 HIGHER EFFICIENCY to locate young adults with ancillary info targeting * May not add to 100% due to rounding.

13. © GfK 2012 13 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 13

14. © GfK 2012 14 Thank you! J. Michael Dennis mike.dennis@gfk.com