Evaluation of Combining Consumer Marketing Data Used for Address-Based Sampling

• Activity Number: 314
• Type: Invited
• Date/Time: Tuesday, August 5, 2014 : 10:30 AM to 12:20 PM
• Sponsor: Survey Research Methods Section
• Author(s): Joseph P. McMichael*+ and Bonnie Shook-Sa and Rachel Harter and Jamie Ridenhour
• Companies: RTI International and RTI International and RTI International and RTI International
• Keywords: ABS ; marketing database ; consumer database ; address-based sampling ; sample design ; sample efficiency

Abstract

This paper quantifies the efficiency gained from incorporating consumer marketing databases in an address-based sample design. We discuss how the relationship among match rate, accuracy rate and population prevalence influence sample efficiency in terms of costs, design effects and effective sample sizes. Using results from multi-mode and in-person studies we estimate record match rates and accuracy rates of key demographics variables and evaluate their effect on sample efficiency. We will also provide the preliminary results and present methods to improve the accuracy of data appends.