Mixed Race Studies

Scholarly perspectives on the mixed race experience.

In social science research, snowball sampling is a technique for developing a research sample where existing study subjects recruit future subjects from among their acquaintances. Thus the sample group appears to grow like a rolling snowball. As the sample builds up, enough data is gathered to be useful for research. This sampling technique is often used in hidden populations which are difficult for researchers to access; example populations would be drug users or commercial prostitutes.

Because sample members are not selected from a sampling frame, snowball samples are subject to numerous biases. For example, people who have many friends are more likely to be recruited into the sample.

It was widely believed that it was impossible to make unbiased estimates from snowball samples, but a variation of snowball sampling called respondent-driven sampling has been shown to allow researchers to make asymptotically unbiased estimates from snowball samples under certain conditions. Respondent-driven sampling also allows researchers to make estimates about the social network connecting the hidden population.

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Baseline Study on Diversity Segments: Multirace Americans

Posted in Communications/Media Studies, Media Archive, Reports, United States on 2011-12-31 22:39Z by Steven

Baseline Study on Diversity Segments: Multirace Americans

Institute for Public Relations
Gainesville, Florida
January 2008
15 pages

Bey-Ling Sha, Ph.D., APR, Professor of Journalism and Media Studies
San Diego State University

Sponsored in part by ConAgra Foods, Inc.

Public relations practitioners and scholars need to consider multirace Americans as an increasingly important public, with identities, motivations, and concerns unique unto themselves. This project benchmarks extant scholarship and government data regarding multirace Americans, and it articulates the implications of the research findings for public relations practice in the areas of long-term, strategic planning; new market opportunities; and respect and sensitivity.

Read the entire report here.

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Baseline Study on Diversity Segments: Multirace Americans

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