by Terri Ann Lowenthal
When the 2000 census came around, my daughter prayed we’d be one of the lucky 17 percent of homes to receive the “long form” – pages and pages of queries (53 in all!) about our income, education, housing conditions, ethnicity and other key socio-economic characteristics. It wasn’t to be; we got only the streamlined shorter form sent to most households, seeking barebones information. (My bi-racial daughter, hopeful that one of my reporter friends would appreciate her views on filling out the much-maligned longer questionnaire, had to settle for mention in a New York Times article about the first census race question to allow more than one response.)
Next spring, the Census Bureau will send Joelle’s off-campus apartment the same 2010 census form it sends to every other address in the country: 10 questions! 10 minutes! Short is the new long! Except …
Each month next year, roughly 250,000 homes – spread across the country – will get a version of that longer form called the American Community Survey. No flimsy excuse for a statistical exercise here! The ACS, which replaced the traditional decennial long form, clocks in at a hefty 69 (person + housing) questions. It’s an ongoing measurement of important national indicators, down to the local level, that drive vital policy and fiscal decisions by government, nonprofits and businesses large and small.
Three million homes will get the ACS next year, along with the universal 2010 census form. What will they think – that someone is playing a cruel joke on them? The first-time intersection of a census and its ghost from decennials past presents a significant public relations challenge for the Census Bureau. The agency recognizes the looming problem; it is modifying the ACS advance letter and mailing envelope to distinguish the two surveys and to highlight the importance of filling out both.
Still, the agency needs to do more to educate 2010 census partner organizations about the looming confusion. In speaking to hundreds of community-based groups working to promote the census nationwide, I am starting to hear more questions about “that form some people are getting already … the one with lots of questions … what’s that all about?” The 2010 census Web site includes concise, clear information about the ACS and its relationship to the census. But I think a little pro-active education for partners, letting them know that some homes will get both surveys and offering pointers for encouraging response to both, will help avert a collapse in ACS response and significant misunderstanding next year.
Joelle can wish upon a star to be in the ACS sample … except she’ll be studying abroad during spring semester and left out of all counts next year. Some people miss all the fun!
