A Comparison of Hispanic Surname Households to non-Surname Households
Authors: Dan Estersohn
Are Hispanic households identified using Hispanic surnames demographically or geographically different than Hispanic households that were not identified as Hispanic? Differences in radio usage, demographics and geographies mean that different sampling strategies can be used for each group. This would increase efficiency of sampling a hard to reach target. Geographic density and clustering measures will be used, as well as demographics. Nine local Radio markets will be examined.