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, identify
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 broaden and deepen the U.S. exporter base.
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 organizations
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