Census Copy Testin Census Copy Testing -- Qualitative Discussion Guide

Generic Clearance for 2010 Census Communications Campaign Testing Activities

Census Copy Testing -- Qualitative Discussion Guide

Census Copy Testing Research & NRFU Recruitment Copy Testing Research

OMB: 0607-0950

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Qualitative Discussion Guide



DISCUSSION GUIDE

  1. Campaign Questions (define campaign)

  • Thinking about these ads/concepts as a group, what is your overall reaction to these ads/concepts that we have shown you today?

    • Stood out/Likes/Dislikes

  • What is it that the Census wants you to know from these ads?

  • How do these ads leave you feeling about the Census?

  • Do you believe that these ads specifically speak to you and your community? How does this make you feel about the Census efforts?

  1. General Probing by Specific Ad/Concept

  • What was your initial reaction to this ad/concept?

  • What are they trying to communicate with this ad/concept? What is the main idea?

    • Does this idea matter to you? How so?

  • Specific Likes/Dislikes?

  • Is there anything confusing or unclear?

  • Did this ad tell you anything about the Census that you didn’t know before? Did you learn anything new? What?

  • Would this ad catch your attention? Why/why not?

  • Is this an ad you think you will remember? Why/why not?

  • Does the ad make you feel differently about the Census? How so?

  • How does this ad affect your interest in participating in the upcoming Census?

    • What is it in the ad/concept that makes you feel that way?

  • Is there anything about this ad/concept that would make you want to tell other people about? What?

REPEAT ABOVE PROCESS/QUESTIONS FOR EACH TEST AD/CONCEPT



  1. Ad/Concept Specific Questions

  • Ad/Concept 1”

  • Ad/Concept 2”

  • Ad/Concept 3”

  • Ad/Concept 4”



  1. Wrap-Up on Campaign

  • What change, if any, has occurred with regard to your interest in the upcoming Census?

    • What caused that change?



  1. Conclusion

  • Thank and end session.















File Typeapplication/msword
File TitleQualitative Discussion Guide
Authorsmith056
Last Modified Bysmith056
File Modified2008-12-23
File Created2008-12-23

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