The US Census and the American Community Survey (ACS)

Practice questions covering the methodology, usage, and differences between the US Decennial Census and the American Community Survey (ACS).

Why is the US Census considered a fantastic resource for a marketing researcher?

It provides publicly available, granular secondary information down to specific neighborhoods, especially when supplemented by the American Community Survey.

What is the technical definition of a census compared to a survey?

A census collects information about every member of a population (a $100\%$ sample survey), whereas a survey only selects a part of the population (a sample).

What are the primary trade-offs between conducting a census versus a survey?

A census is accurate and detailed but costly and slow; a survey is faster and cheaper but not as accurate.

What are the four primary uses of the US Census mentioned in the transcript?

1. Apportioning the $435$ representatives within the House; 2. Distributing federal, state, local, and tribal funds; 3. Drawing legislative districts; 4. Evaluating program success and identifying populations in need.

How are House representatives distributed based on the US Census using state examples?

Every state gets at least one; for example, Oregon has $5$, California has $53$, and North Dakota has $1$.

On what date and frequency does the US Census count every resident?

The census counts residents where they live on April $1$ every $10$ years (years ending in zero).

What are the recorded participation rates for the 2000, 2010, and 2020 US Censuses?

The participation rates were $67\%$ in 2000, $74\%$ in 2010, and $67\%$ in 2020.

What is the purpose of the American Community Survey (ACS)?

The ACS is a continuous survey designed to supplement the Decennial Census by measuring changing social, economic, housing, and demographic characteristics of the U.S. population on an annual basis.

How do the ACS and the Decennial Census differ in their conceptual goals?

The ACS is designed to measure social and economic change (a moving image), while the Decennial Census provides an official population count at a single point in time (a snapshot).

What are the researcher and interview differences between the ACS and the Decennial Census?

The ACS uses experienced researchers and prohibits proxy interviews with neighbors; the Decennial Census uses temporary researchers with less training and allows proxy interviews.

How do the ACS and Decennial Census differ in their counting of seasonal populations?

The ACS includes people who live in an area for at least $2$ months, while the Decennial Census only counts primary residency.

How is income data processed differently in the ACS vs. the Decennial Census?

ACS income data are adjusted for inflation, whereas Decennial Census income data are not adjusted for inflation.

What specific measure of sampling error is shown in ACS tables?

Measures are shown as $90\%$ confidence limits or margins of error.

What is the smallest geographical hierarchy unit mentioned that provides a framework for interpreting census data?

Block groups, which usually consist of only a singular block.