Nutrition Education Public Service Advertising (PSA) Campaign - Screener for Recruiting

Miami & Los Angeles

Attachment 1

USDA

ONE-ON-ONE SCREENER

MARKET 1: Los Angeles

• 12 one-on-one interviews lasting 20 - 30 minutes each

• RECRUIT 15 TOTAL FOR A SHOW OF 12

  • Recruit 5 for a show of 4 Hispanics

  • Recruit 5 for a show of 4 Caucasian

  • Recruit 5 for a show of 4 African Americans

MARKET 2: Miami

• 12 one-on-one interviews lasting 20 - 30 minutes each

• RECRUIT 15 TOTAL FOR A SHOW OF 12

  • Recruit 5 for a show of 4 Hispanics

  • Recruit 5 for a show of 4 Caucasian

  • Recruit 5 for a show of 4 African Americans

Good Morning/afternoon. My name is and I work for ,a marketing research company in . We are conducting a study in your area and we would like to get your opinions. I can assure you that nobody will call you as a result of this telephone call to try to sell you something. All your answers will be kept confidential and will be used only for the purpose of our study. May I speak with the lady of the house (senior female in the home)? May I ask you some questions?

RECORD SEX: [ ] FEMALE – CONTINUE

[ ] MALE – TERMINATE

1. Which of the following statements best describes who buys and prepares meals at your home. READ

[ ] I do most of the grocery shopping and prepare CONTINUE

most of the meals.

[ ] I share the grocery shopping with someone else

and I prepare most of the meals.

[ ] I do most of the grocery shopping and I share TERMINATE

the preparation of the meals with someone else.

[ ] I do most of the grocery shopping and someone

else prepares most of the meals.

[ ] Someone else does most of the grocery shopping

and prepares most of the meals.

2. We usually try to speak to people of different ethnic origins and races.

Please tell me which of the following groups best represents your ethnic background or race. READ

[ ] Asian TERMINATE

[ ] American Indian or Alaska Native TERMINATE

[ ] Native Hawaiian or Other Pacific Islander TERMINATE

[ ] Black or African-American CONTINUE SKIP TO Q.8

[ ] White CONTINUE SKIP TO Q.8

[ ] Hispanic/Latino CONTINUE GO TO Q.3

DO NOT READ [ ] Other TERMINATE

3. Please tell me the language that you speak at home most of the time? READ

COMPLETE LIST BEFORE ACCEPTING A RESPONSE

[ ] Only Spanish CONTINUE

[ ] Spanish more than English

[ ] Both equally

[ ] English more than Spanish TERMINATE

[ ] Only English

[ ] Refused

4. On average, how many hours do you watch Spanish language television in a typical week?

RECORD # OF HOURS: PER WEEK

TERMINATE IF RESPONDENT DOES NOT WATCH 8 OR MORE HOURS OF SPANISH LANGUAGE TV PER WEEK

5. On average, how many hours of Spanish language radio do you listen to in a typical week?

RECORD # OF HOURS: PER WEEK

MUST HAVE WATCHED/LISTENED TO AT LEAST 15 HOURS OF SPANISH LANGUAGE MEDIA IN A TYPICAL WEEK OF WHICH AT LEAST 8 HOURS WERE SPANISH LANGUAGE TV

6. Where were you born? DO NOT READ LIST

[ ] Mexico SKIP TO Q.7

[ ] Central or South America (Specify)

[ ] Other (SPECIFY)

[ ] US IF BORN IN THE US ASK 6 A

6 a. What country are your parents/grandparents from?

[ ] Mexico

[ ] Central or South America (specify) SKIP TO Q.8

[ ] Other (specify)

OBTAIN A MIX OF PARTICIPANTS FROM A MIX OF COUNTRIES OF ORIGIN

7. Approximately how long have you lived in the U.S.?

_________WRITE IN NUMBER

8. Can you tell me your age? Are you...READ LIST

[ ] Less than 21 years? TERMINATE

[ ] 21-24

[ ] 25-29

[ ] 30-34 CONTINUE

[ ] 35-39

[ ] 40-44

[ ] 45 or over TERMINATE

[ ] Refused

GET A MIX OF AGE GROUPS IN EACH MARKET

9. For our discussion, we would like to include people who work in certain

industries. Please tell me if you or anyone in your family work for any of

the following types of companies or occupations: READ LIST

YES NO

Ad agency or public relations firm [ ] [ ]

Market research company [ ] [ ]

Marketing, Telemarketing or Promotions company [ ] [ ]

Any restaurant including fast food restaurants [ ] [ ]

Medical field (doctor, nurse, etc.)

Nutritionist, dietitian [ ] [ ]

IF “YES” TO ANY OF THE ABOVE COMPANIES/OCCUPATIONS, TERMINATE

10. In the past 12 months, have you participated in a group discussion or interview regarding a product or service?.

[ ] Yes TERMINATE

[ ] No CONTINUE

11. How many people live in your household?

__________WRITE IN NUMBER

IF MORE THAN 8 HOUSEHOLD MEMBERS, TERMINATE

12. How many children between the ages of 2 and 12 do you have living with you?

None [ ] TERMINATE

1-2 [ ] CONTINUE

3-4 [ ]

5 or more [ ]

ALL RESPONDENTS NEED TO HAVE AT LEAST ONE CHILD BETWEEN THE AGES OF 2 AND 12 LIVING IN THE HOUSEHOLD

12b. How old are your children? READ

Age Age

Child # 1 _____ Child # 4

Child # 2 _____ Child # 5

Child # 3 _____ Child # 6

13. Which one of the following statements would you say best describes your current eating habits?

[ ] I am a vegetarian or vegan TERMINATE

[ ] I eat healthy foods as much as I possibly can

[ ] I try to eat healthy, but it is hard and I don’t do it

all the time

[ ] I eat whatever I want even though I know I CONTINUE

should eat more healthy foods

[ ] I eat whatever I want and rarely, if ever,

think about whether it is healthy or not

14. Thinking about a typical week, which of the following do you do?

YES NO

a. I go with my family to fast food restaurants at

least twice per week [ ] [ ]

b. I typically read the nutrition facts label on food products [ ] [ ]

3. I usually give my family vegetables 2-3 times a day [ ] [ ]

d. My family eats white bread instead of whole wheat bread [ ] [ ]

e. I make sure my family eats fruit 1 or 2 times per day [ ] [ ]

6. My children eat snacks such as potato chips, nachos, etc.

at least 3-4 times per week [ ] [ ]

6. My family eats cookies, candy and other sweets at least

3-4 times per week [ ] [ ]

RESPONDENTS SHOULD SAY “YES” TO AT LEAST TWO OF THE FOLLOWING ANSWERS: A, D, F, G

RESPONDENTS SHOULD SAY “NO” TO AT LEAST TWO OF THE FOLLOWING ANSWERS: B, C, E

14. What was your last educational level that you completed?

DO NOT READ LIST

[ ] Some elementary (5^th Grade or less)

[ ] Completed elementary (6^th Grade)

[ ] Some junior high/middle school

[ ] Completed junior high/middle school (8^th Grade) CONTINUE

[ ] Some high school

[ ] Completed high school

[ ] Some college

[ ] Completed college or more TERMINATE

16. Are you currently employed outside your house?

[ ] NO

[ ] YES IF YES, ASK: Are you working…

[ ] Full time

[ ] Part time

NO EMPLOYMENT REQUIREMENTS

17. I am going to read some income category levels. Which income category best represents your total annual household income?

READ LIST AND CHECK ONE -

[ ] Less than $20,000

[ ] From 20,000 to less than $25,000

[ ] From $25,000 to $29,000

[ ] From 30,000 to $36,000

[ ] Over $37,000 TERMINATE

GET A GOOD MIX OF INCOME LEVELS

18. What is your marital status?

[ ] Married

[ ] Single

[ ] Divorced

[ ] Other

NO QUOTAS

19. Do you or your children currently receive any of the following benefits?

YES NO

Food Stamps [ ] [ ]

WIC program [ ] [ ]

Free or Reduced School Lunch or Breakfast [ ] [ ]

Temporary Assistance for Needy Families (TANF) [ ] [ ]

Supplemental Security Income (SSI) [ ] [ ]

NO QUOTAS

20. READ ARTICULATION SCREEN: Could you please tell me about the last movie you saw. Tell me what you like or did not like about the movie. It doesn’t matter if you saw it at the movies, on television at home or if you rented it.

TERMINATE ANY RESPONDENT WHO IS NOT ARTICULATE AND/OR HAS TROUBLE EXPRESSING HERSELF.

INVITATION TO PARTICIPATE

Thank you very much for your help. Based on your responses, I would like to invite you to participate in an interesting marketing research study. The discussion will last approximately 30 minutes. We are sure that you would enjoy the time you spend with us. We can assure you that we are not trying to sell you anything. We are only interested in your ideas and opinions.

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