International Trade Administration (ITA) U.S. Commercial Service (CS) serves as the key U.S. government agency responsible for promoting exports of goods and services from the United States, particularly by small and medium-sized enterprises, and assisting U.S. exporters in their dealings with foreign governments.
Section 4721 of 15 United States Code contains several provisions that direct the CS to, Âidentify United States businesses with the potential to export goods and services and provide such businesses with advice and information on establishing export businesses. As such, the long-term performance goal of the CS is to Âbroaden and deepen the U.S. exporter base.Â
Furthermore, the CS is mandated by the Government Performance and Results Act of 1993 to improve program performance and achieve better results for the American people. Based on this mandate, the Commercial Service developed new metrics driven by the 2008 Program Assessment Rating Tool (PART) to measure the effectiveness and impact of the CS at broadening and deepening the U.S. exporter base.
In order to collect information that establishes the baseline metrics for some of these new performance measures and provides data points for determining how to meet program performance goals, the CS requests approval to conduct market research on prospective and existing U.S. exporters using the following four surveys:
1. Commercial Service Brand Analysis and Strategy Survey (Form ITA - 8710): To meet the program performance goal of broadening and deepening the U.S. exporter base, the CS must increase awareness of our organization and the services we provide to U.S. companies. Currently, there is no research available about CS awareness and brand position. This survey was designed to measure four new performance metrics (awareness, consideration, transaction and loyalty) related to broadening and deepening the U.S. exporter base.
2. Market Segmentation Survey of Moderate U.S. Exporters  Manufacturers (Form ITA  8711): To meet the program performance goal of broadening and deepening the U.S. exporter base, the CS must gain market knowledge and generate statistically valid characterizations about the needs of exporting companies, especially small and medium-sized enterprises. This survey was designed to identify different segments of U.S. manufacturers so that the organization can measure our ability to broaden and deepen the exporter base of each unique segment.
3. Market Segmentation Survey of U.S. Exporters  Service Providers (Form ITA  8712): To meet the program performance goal of broadening and deepening the U.S. exporter base, the CS must gain market knowledge and generate statistically valid characterizations about the needs of exporting companies. This survey was designed to identify different segments of U.S. service providers so that the organization can measure our ability to broaden and deepen the exporter base of each unique segment.
4. Market Evaluation Survey of Non-Exporting Companies (Form ITA- 8713): To meet the program performance goal of broadening and deepening the U.S. exporter base, the CS must gain market knowledge and generate statistically valid characterizations about the needs of non-exporting companies. This survey was designed to uncover the needs of U.S. companies that are not currently exporting so that the CS can measure the organizationÂs ability to turn non-exporters into exporters.
The information will be used to improve and better target services provided to the public. Without this information, the CS is unable to measure program performance and systematically determine the needs and benefits desired of U.S. companies and how best to meet these needs in order to broaden and deepen the U.S. exporter base.
The CS is mandated by the Government Performance and Results Act of 1993 to improve program performance and achieve better results for the American people. Based on this mandate, the Commercial Service developed new metrics driven by the 2008 Program Assessment Rating Tool (PART) to measure the effectiveness and impact of the CS at broadening and deepening the U.S. exporter base. In order to collect information that establishes the baseline metrics for some of these new performance measures and provides data points for determining how to meet program performance goals, the CS requests approval to conduct market research on prospective and existing U.S. exporters. This market research increases the burden in order to improve organizational capability to broaden and deepen the U.S. exporter base.
On behalf of this Federal agency, I certify that the collection of information encompassed by this request complies with 5 CFR 1320.9 and the related provisions of 5 CFR 1320.8(b)(3).
The following is a summary of the topics, regarding the proposed collection of information, that the certification covers:
(i) Why the information is being collected;
(ii) Use of information;
(iii) Burden estimate;
(iv) Nature of response (voluntary, required for a benefit, or mandatory);
(v) Nature and extent of confidentiality; and
(vi) Need to display currently valid OMB control number;
If you are unable to certify compliance with any of these provisions, identify the item by leaving the box unchecked and explain the reason in the Supporting Statement.
Market Evaluation Survey for Non-Exporting Companies
Focus_Group_Summary_043008.doc
Market Evaluation Survey for Non-Exporting Companies