Reaching 309 million people through the U.S. Census

At the ARF Audience Measurement 5.0 conference, Geoffrey Precourt reports on the talk given by Dr. Robert Groves, director of the United States Census bureau.

Reaching 309 million people through the U.S. Census

Geoffrey PrecourtWarc

It is a house-to-house survey that uses – and tests – the fundamental tools of market research in a manner they've ever been tested before. It is the largest such effort in history – a fitting opening act for the Advertising Research Foundation's (ARF) largest annual Audience Measurement Conference.

The decennial census is more than just a statistical exercise. In fact, the largest single piece of marketing research in history tracks back to a 1790 Congressional act that called for report every 10 years to properly align the membership...

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