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Language of Contact, Nonresponse, and Measurement Error in a Multimode National Language Enumeration Survey

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Abstract:

Very little has been reported in the survey research literature about the effects of the language that is used to make initial contact with a household on response rates and the substantive answers given to survey questions. Nielsen Media Research conducts an annual mutlimode enumeration survey of the United States to measure the in-home usage of the Spanish and English languages within Hispanic households. Research Triangle Institute is contracted to conduct the in-person interviews. Using an area probability sampling design, this survey begins with (1) a short mail questionnaire of sampled housing units, (2) followed telephone contact by bilingual interviewers for nonresponding units with known telephone numbers, (3) followed by a door-to-door screening interview for those still not responding, and (4) followed finally by a face-to-face personal interview conducted by bilingual interviewers. The objective of the survey is to estimate the proportion of Hispanic households that speak only or mostly Spanish in the home. The mail and door-to-door surveys provide an effective mode of identifying and excluding non-Hispanic households. Telephone and/or personal interviews are attempted among the remaining sample households to identify Hispanic households and collect information about the use of the Spanish and English languages in the home. In 2001, an experimental test of the effects of always starting the initial contact in Spanish vs. starting the contact in the language that the respondent used when greeting the interviewer was conducted. Each treatment was administered among approximately 3,100 sampled housing units. Telephone and Field Interviewers were randomly assigned to each condition and were blind to the fact that they were in an experiment. Results showed no overall differences in response rates and no overall differences in the responses to the in-home language use questions across the two conditions.

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Language of Contact, Nonresponse, Measurement Error in a Multimode National Language Enumeration Survey
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Name: American Association for Public Opinion Research
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http://www.aapor.org


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MLA Citation:

Dolson, Tim., Coser, Natalie., Lavrakas, Paul., Bell, Scott. and Keesling, Randy. "Language of Contact, Nonresponse, and Measurement Error in a Multimode National Language Enumeration Survey" Paper presented at the annual meeting of the American Association for Public Opinion Research, Sheraton Music City, Nashville, TN, Aug 16, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p116213_index.html>

APA Citation:

Dolson, T. , Coser, N. , Lavrakas, P. J., Bell, S. and Keesling, R. , 2003-08-16 "Language of Contact, Nonresponse, and Measurement Error in a Multimode National Language Enumeration Survey" Paper presented at the annual meeting of the American Association for Public Opinion Research, Sheraton Music City, Nashville, TN <Not Available>. 2009-05-26 from http://www.allacademic.com/meta/p116213_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Very little has been reported in the survey research literature about the effects of the language that is used to make initial contact with a household on response rates and the substantive answers given to survey questions. Nielsen Media Research conducts an annual mutlimode enumeration survey of the United States to measure the in-home usage of the Spanish and English languages within Hispanic households. Research Triangle Institute is contracted to conduct the in-person interviews. Using an area probability sampling design, this survey begins with (1) a short mail questionnaire of sampled housing units, (2) followed telephone contact by bilingual interviewers for nonresponding units with known telephone numbers, (3) followed by a door-to-door screening interview for those still not responding, and (4) followed finally by a face-to-face personal interview conducted by bilingual interviewers. The objective of the survey is to estimate the proportion of Hispanic households that speak only or mostly Spanish in the home. The mail and door-to-door surveys provide an effective mode of identifying and excluding non-Hispanic households. Telephone and/or personal interviews are attempted among the remaining sample households to identify Hispanic households and collect information about the use of the Spanish and English languages in the home. In 2001, an experimental test of the effects of always starting the initial contact in Spanish vs. starting the contact in the language that the respondent used when greeting the interviewer was conducted. Each treatment was administered among approximately 3,100 sampled housing units. Telephone and Field Interviewers were randomly assigned to each condition and were blind to the fact that they were in an experiment. Results showed no overall differences in response rates and no overall differences in the responses to the in-home language use questions across the two conditions.

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