The U.S. Census Bureau conducted the Census Barriers, Attitudes, and Motivators Survey (CBAMS) with the goal of obtaining an in-depth understanding of the public's opinions about the 2010 Census. Our analyses address issues relevant to local grassroots partnerships and complement other analyses that inform the overall communications program. We use multivariate analyses to inform the word-of-mouth campaigns through partnerships about barriers and motivators in the hard-to-count population segments. The paper focuses on messages and media vehicles that will be the most effective among populations that are typically targeted under partnerships. We design specific approaches to use with each of the groups in the hard-to-count segments.
2010 Census, Integrated Communications Program, social marketing, word-of-mouth campaign, CBAMS, multicultural
Mulry, Mary H. and Timothy P. Olson. (2010). Analyses for Partnerships Based on the Census Barriers, Attitudes, and Motivators Survey. Statistical Research Division Research Report Series (Statistics #2010-07). U.S. Census Bureau. Available online at <http://www.census.gov/srd/papers/pdf/rrs2010-07.pdf>.