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Panel Recruitment for Spanish Speaking Populations: The AmeriSpeak Case Study
Ilana Ventura
NORC at the University of Chicago
Rene Bautista
NORC at the University of Chicago
David Gleicher
NORC at the University of Chicago
Carolina Milesi
NORC at the University of Chicago
Carolina Hendarwan
NORC at the University of Chicago
Recruiting representative samples of the Hispanic and Latino population is challenging in the survey research environment in the United States. This paper discusses some of the initial challenges and proposed solutions in recruiting Spanish-speaking households for a probability-based panel. To improve recruitment materials, and as a consequence, the representativeness of the Spanish-speaking segment of NORC's AmeriSpeak® Panel, NORC performed a qualitative assessment of the AmeriSpeak Spanish-language panel recruitment materials, including in-depth interviews and focus groups, to identify adjustments to the panel recruitment protocol. This paper discusses our methodology for the qualitative study performed, findings, as well as our recommendations for improving the effectiveness of panel recruitment with Hispanic and Latino populations.