Generic_clearance_template State-Local-Tribal_NICHD Back to Sleep_0925-0643 ver 3

Request for Approval under the “Generic Clearance for the Collection of Routine Customer Feedback” (OMB Control Number: 0925-0643)

T ITLE OF INFORMATION COLLECTION: Back to Sleep Brand Identity Testing

PURPOSE:

In 1994, the Back to Sleep campaign was launched to raise the public’s awareness of ways to reduce the risk of Sudden Infant Death Syndrome (SIDS) and to help inform all parents and infant care givers about the importance of back sleeping. The launch was supported by the Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD) in collaboration with the American Academy of Pediatrics (AAP), the SIDS Alliance (now First Candle/ SIDS Alliance), the Association of SIDS and Infant Mortality Programs (ASIP), and the Maternal and Child Health Bureau of the Health Resources Service Administration (HRSA).

In 2005, the AAP Task Force on SIDS published a report entitled, “The Changing Concept of Sudden Infant Death Syndrome: Diagnostic Coding Shifts, Controversies Regarding the Sleeping Environment, and New Variables to Consider in Reducing Risk.” In accordance with this report and recommendations, the NICHD will expand the Back to Sleep campaign beyond its current “back to sleep” messaging to include messaging related to the environmental risk factors for SIDS. These new messages will be critical in providing parents and health providers with the current recommendations. The resulting branding will be broadly disseminated on a wide range of materials that may include brochures, posters, fact sheets, information kits, and internet resources.

Given the new direction of the campaign and supporting literature, NICHD is interested in conducting brand identity testing with caregivers, including moms, dads, and grandparents, and health care providers, including daycare providers, social workers, and Healthy Start workers. Formative communications testing will ensure that the new branding and messages resonant with their intended audiences and increase the likelihood that parents and caretakers will follow the recommendations when they put their infants to sleep at night.

DESCRIPTION OF RESPONDENTS:

The respondent universe for the brand identity testing research will be social workers and Healthy Start workers. Social workers and Healthy Start workers must work with parents with infants less than a year of age.

TYPE OF COLLECTION: (Check one)

[ ] Customer Comment Card/Complaint Form [ ] Customer Satisfaction Survey

[ ] Usability Testing (e.g., Website or Software [ ] Small Discussion Group

[X] Focus Group [ ] Other: ______________________

CERTIFICATION:

I certify the following to be true:

1. The collection is voluntary.

2. The collection is low-burden for respondents and low-cost for the Federal Government.

3. The collection is non-controversial and does not raise issues of concern to other federal agencies.

4. The results are not intended to be disseminated to the public.

5. Information gathered will not be used for the purpose of substantially informing influential policy decisions.

6. The collection is targeted to the solicitation of opinions from respondents who have experience with the program or may have experience with the program in the future.

Name: ___Jamelle E. Banks______________________________

To assist review, please provide answers to the following question:

Personally Identifiable Information:

1. Is personally identifiable information (PII) collected? [ ] Yes [ X] No

2. If Yes, is the information that will be collected included in records that are subject to the Privacy Act of 1974? [ ] Yes [ ] No

3. If Applicable, has a System or Records Notice been published? [ ] Yes [ ] No

Gifts or Payments:

Is an incentive (e.g., money or reimbursement of expenses, token of appreciation) provided to participants? [X] Yes [ ] No

Respondents will receive remuneration through recruitment companies contracted to obtain participants. The amount of remuneration is based on pay scales these companies follow. Based on feedback from recruitment professionals, social workers and Healthy Start workers will receive $40 for participating in a 2 hour focus group.

It is standard practice in commercial market research to offer recruited respondents some form of remuneration for the time they spend engaged in a focus group. Small amounts of money, a free meal or snack scheduled around the time of the pretest, and/or remuneration for parking and/or transportation are most often used.

There is extensive literature to support the use of incentives, primarily monetary incentives, as a supplement or complement to other efforts of persuasion to ensure recruitment of a representative sample, especially among hard-to-reach and minority populations.^1,2 In studies for both commercial market research and social sciences, findings indicate that respondents who receive these tokens of appreciation provide valid input, and their inclusion makes for a more representative sample.

BURDEN HOURS

Category of Respondent	No. of Respondents	Participation Time (in hours)	Total Burden Hours
State, local, or tribal governments	23	2.25	52
Totals	23	2.25	52

FEDERAL COST: The estimated annual cost to the Federal government is $27,381.18.

If you are conducting a focus group, survey, or plan to employ statistical methods, please provide answers to the following questions:

The selection of your targeted respondents

1. Do you have a customer list or something similar that defines the universe of potential respondents and do you have a sampling plan for selecting from this universe? [X] Yes [ ] No

If the answer is yes, please provide a description of both below (or attach the sampling plan)? If the answer is no, please provide a description of how you plan to identify your potential group of respondents and how you will select them?

The recruitment facility maintains a database of people who have participated in previous focus groups and/or who have volunteered to take part in research. This database includes demographic information such as gender, age, education, and career status. Using the approved Screener criteria (e.g., social workers, Healthy Start workers), the firm will contact individuals in the database to identify focus group participants. If additional people need to be identified, the recruitment firm will reach out to appropriate professional organizations (e.g., local chapters of the Association of Social Workers, Healthy Start offices) and screen and identify the focus group participants.

Administration of the Instrument

1. How will you collect the information? (Check all that apply)

[ ] Web-based or other forms of Social Media

[X] Telephone

[X] In-person

[ ] Mail

[ ] Other, Explain

2. Will interviewers or facilitators be used? [X] Yes [ ] No

Please make sure that all instruments, instructions, and scripts are submitted with the request.

1 Singer E and Kulka RA. Paying respondents for survey participation. In Ver Ploeg M,.Moffitt RA, Citro CF (eds). Studies of Welfare Populations: Data collection and Research Issues. National Academy Press: Washington, DC 2001. Available at http://www.nap.edu/openbook/0309076234/html. Accessed on May 13, 2008.

2 Kovac MD, Markesich J. Tiered incentive payments: getting the most bang for your buck. Presentation at the Annual Conference of the American Association for Public Research, 2002.

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