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US Race/Ethnicity demographic trait classifications

When determining United States respondents' Race demographics, aytm asks two separate questions to align as closely as possible with US Census definitions. 

 

Hispanic origin ethnicity question

The binary Hispanic origin question (or USH question) can be referenced independently of the choices selected at the multi-select race question; the race rules assign everyone who selects "yes" to the Hispanic origin question to be "hispanic".
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Multiselect Race question

After responding to the USH question, US respondents will also be asked to identify their race.
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Referencing Hispanic Origin through Logic

This reference logic is available when designing/programming a survey in the editor, and when programming Virtual Questions on the Results page.

  • Variable name: hispanic
  • Possible values: "yes", "no"
  • Example: [Show if hispanic = "no"]
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Referencing Race through logic

Race can be referenced through logic, both when designing/programming a survey in the editor, and when programming Virtual Questions on the Results page.

  • Variable name: race
  • Possible values: "whiteamerican", "africanamerican", "asianamerican", "nativeamerican", "other", and "multiracial"

There are three ways to reference race through logic, depending on the values/respondents you would like to return:

  • in 
    Example: [show if "asianamerican" in race]
    Values returned: When you use "in" in this way, respondents will qualify if they have selected the specified race, regardless of other races selected in the multichoice or USH questions.

  • =
    Example: [show if race = "africanamerican"]
    Values returned: When you use = in this way, respondents will only qualify if they have selected ONLY the specified race. In the above example, a respondent who selected Black/African American and White/Caucasian would not see the question/answer on which the show logic was applied.

  • count
    Example: [show if count race >= 2]
    Values returned: When you use 'count' in this way, respondents will only qualify if the number of selections match the count criteria specified. In the above example, a respondent who selected any two or more races would be shown the question, regardless of which specific races they selected.
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Single assignment for quotas on race

The following table provides mutually exclusive definitions of race, which are used for demographic quotas available on the Target Market page of a survey with this trait.

Race(s) selected Ethnicity Logic

Black/African-American only

 Black/African-American race = "africanamerican"
Asian only Asian (American) race = "asianamerican"
Native American only
(American Indian, Alaska Native, Native Hawaiian, or Other Pacific Islander)		 Native American race = "nativeamerican"
White only White (American) race = "whiteamerican"
Other only Other race = "other"
Multiple options selected Multiracial count race > 1

 

 

Single race + Hispanic origin assignment

Both questions can be used to provide a mutually exclusive view of ethnicity/race based on the following definitions. A Virtual Question preset will be available for this view which closely aligns with the prior ethnicity trait in the US available before the demographic trait update in October 2023.

US Hispanic Race(s) selected Ethnicity Logic
Yes N/A, Any selction(s) Hispanic/Latino (American), regardless of other Race identified hispanic = "yes"
No Black/African-American only Black/African-American hispanic = "no" and race = "africanamerican"
No Asian only Asian (American) hispanic = "no" and race = "asianamerican"
No Native American only
(American Indian, Alaska Native, Native Hawaiian, or Other Pacific Islander)		 Native American hispanic = "no" and race = "nativeamerican"
No White only White (American) hispanic = "no" and race = "whiteamerican"
No Other only Other hispanic = "no" and race = "other"
No Multiple options selected Multiracial hispanic = "no" and count race > 1

For surveys launched prior to a demographic update in 2022, the ethnicity trait included an option for "Indian-American" which may be seen in older surveys.