MyTwoCensus Editorial: The Census Bureau PR Machine is at it again…Return rates for 2010 are not better than return rates for 2000, and here’s why
In mid and late March, the return rate for the 2010 Census wasn’t looking good. In fact, it appeared that return rates from the 2000 Census (that lacked this year’s multimillion-dollar ad campaign) would exceed the 2010 Census rates. In a comment posted on this blog on March 25, 2010, Steve Jost, the Census Bureau’s Associate Director of Communications wrote “It is tricky business comparing 2010 to 2000 for lots of reasons…2000 had a Long Form and a Short Form. 2010 is a Short Form only Census.” This is an excellent and true point. (The long and short forms for the 2000 Census can be found HERE.)
In 2000, some 16% of decennial census questionnaires were “long form” versions of the census with more than 100 questions — many of which take a significant amount of time to answer. This year, the census is the shortest ever, with only 10 questions. However, since the public was informed that 72% of American households mailed back there 2010 Census forms, the Census Bureau has had no problem comparing apples to oranges as it praises this year’s participation rates over those from 2000. My point is clear: In the 2000 Census, approximately 20 million households received the long form. Any statistician or communications expert will tell you that it is infinitely more difficult to convince someone to complete a 100+ question form than a 10 question form.
So when the Census Bureau claims that it has exceeded its 2000 return rates, let’s not kid ourselves: In 2010 it’s like every household has to learn first grade math, whereas in 2000, some 20 million households had to learn calculus.
Here are some screenshots from the official Census Bureau analysis of the 2000 Census Mail Return Rates to illustrate my point: