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South LA Survey Sampling Strategy: Different Strategies to Reach Local Residents

Many of the findings we share here are based on a recent survey of local residents from the Greater Crenshaw and South Figueroa Corridor areas of South LA. We would like to tell you more about the process of data collection and analysis. This section provides information about the sample and conducting of the survey.

Survey Sampling

 Metamorphosis Project contracted with the California Survey Research Services, an independent survey company in Los Angeles to conduct our survey over the telephone.

-  For the Greater Crenshaw sample, a random-digit dialing procedure was used. This means that numbers were automatically generated by a computer, and all phone numbers in the area (including unlisted numbers) had an equal chance of being selected.

-   For the South Figueroa sample, a listed sample was used. This means that numbers were randomly selected from the residential telephone listings. This method was chosen over random-digit dialing because there is a large percentage of business and industrial phone numbers in the area. Up to eight callbacks were made to try to reach the residents.

-   The response rate for the Crenshaw sample was 17% and for South Figueroa it was 10%. These are low but still acceptable rates according to general standards. Response rates were calculated using the American Association of Public Opinion Research formula. One key reason for the low response rate is the fact that many people no longer have a land-line in their household.

In another recent survey in Alhambra, the Metamorphosis Project tried a new procedure to deal with the issue of cell-phone only homes. First, we called land-lines with a listed sample. Next, we sent out postcards to residences with no listed number – these postcards had a 1-800 number that they could call to take the survey. Approximately 20% of the respondents were recruited through the postcard. This is a little lower than we hoped, but it is one of the ways researchers can try to work around the challenges of cell-phone only households.

We attempt to apply the most appropriate and rigorous sampling methodologies to our survey research. We understand that any survey process does not deliver the most complete information on populations and communities. However, this information is still valuable and important in researching the communication infrastructure of urban communities.

For more information on the sampling methodology and technical data, please feel free to contact us.

Return to the findings page.

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