Census 2000 Partnership and Marketing Program Evaluation

Abstract

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 nationalrepresentative sample, NORC oversampled populations whichare historically undercounted in the census. Using threecross-sectional 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 paperreports on some of the preliminary results from the NORC reportof the Partnership and Marketing Program (PMP) evaluation.