Focus Groups with Rural Youth to Test Strategic Concepts Designed to Prevent Youth Smokeless Tobacco Use

Rural Strategic Concept Testing, Pre focus group Homework Assignment – 11

OMB Control # 0910-0674

Exp. 3-31-2016

INTRODUCTION:

RELAX… this is not homework like school homework! We just want to ask you a few questions before the focus group. Remember that all of your responses will be kept confidential. It should only take about 15 minutes to answer all of the questions. And, don’t forget to submit your responses at the end!

SECTION 1: Top of Mind

1. Take a second to think about chewing tobacco, snuff or dip. What are the first five things that come to mind? Try not to overthink it! There are no right or wrong answers.

OPEN-ENDED [5 open-ended boxes provided]

1

2

3

4

5

SECTION 2: What do you believe?

Programming Note: All items will be randomized into 4 groups of 10. Participants will not see category labels.

2. If I use smokeless tobacco, I may…

1=Very Unlikely

2=Unlikely

3=Neither Unlikely nor Likely

4= Likely

5= Very Likely

lose my teeth	Health Effects (short-term and long-term)
get gum disease
stain my teeth
get bad breath
develop cavities
develop white patches in my mouth
develop lesions in my mouth that could lead to cancer
develop cancer in my mouth
develop cancer in my esophagus
be controlled by it	Addiction
be unable to stop using it when I want
be able to prevent mouth lesions by brushing and flossing extra well
become addicted to nicotine
develop a habit of using it
eventually need to use even more of it to get the same effect
become addicted, like I would if I smoked cigarettes
ingest cadmium	Harmful Ingredients – Health Effects
ingest lead
ingest formaldehyde
ingest cancer-producing chemicals
show that I am independent	Expression of Independence [Smokeless tobacco-specific] & Social Perceptions
be making my own decisions
have control over my life
fit in with the people who live in my community
fit in with the guys who play sports
be able to conceal it
be able to show others that I’m not afraid to take risks
gain friends
get respect from others my age
gain respect from men I look up to
look rugged
look masculine
face the same disapproval as smokers
show others I am not a kid
look authentic
look gross

SECTION 3: What have you seen? What have you heard?

3. How often have you seen anti-chew, snuff or dip commercials on TV?

1="Not at all"

2="Less than once a month"

3="1-3 times per month"

4="1-3 times per week"

5="Daily or almost daily"

6="More than once a day"

4. How often have you heard anti-chew, snuff or dip commercials on the radio?

1="Not at all"

2="Less than once a month"

3="1-3 times per month"

4="1-3 times per week"

5="Daily or almost daily"

6="More than once a day"

5. How often seen anti-chew, snuff or dip ads on billboards?

1="Not at all"

2="Less than once a month"

3="1-3 times per month"

4="1-3 times per week"

5="Daily or almost daily"

6="More than once a day"

6. How often seen anti-chew, snuff or dip ads in magazines and newspapers?

1="Not at all"

2="Less than once a month"

3="1-3 times per month"

4="1-3 times per week"

5="Daily or almost daily"

6="More than once a day"

7. How often seen anti-chew, snuff or dip ads on the Internet?

1="Not at all"

2="Less than once a month"

3="1-3 times per month"

4="1-3 times per week"

5="Daily or almost daily"

6="More than once a day"

Programming Note: If Questions 3, 4, 5, and 6 above all equal “Not at all” skip to END. Otherwise continue.

8. To what extent do you think anti-chew, snuff or dip ads overstate the dangers of chewing tobacco, snuff, or dip?

1="Not at All"

2="To a Little Extent"

3="To Some Extent"

4="To a Great Extent"

5="To a Very Great Extent"

9. Would you say anti-chew, snuff or dip ads have made you:

1="Much less likely to use chewing tobacco, snuff or dip"

2="Less likely to use chewing tobacco, snuff or dip"

3="Neither more nor less likely to use chewing tobacco snuff or dip"

4="More likely to use chewing tobacco, snuff or dip"

5="Much more likely to use chewing tobacco, snuff or dip"

10. [ASKED ONLY IF Q8= 1 or 2 ] You indicated anti-chew, snuff or dip ads have made you [MUCH LESS LIKELY/LESS LIKELY] to use chewing tobacco, snuff, or dip. Please tell us why you were less likely to use these products after viewing ads.

OPEN-ENDED

11. [ASKED ONLY IF Q8= 4 or 5] You indicated anti-chew, snuff or dip ads have made you [MUCH MORE LIKELY/ MORE LIKELY] to use chewing tobacco, snuff, or dip. Please tell us why you were more likely to use these products after viewing ads.

OPEN-ENDED

12. [ASKED ONLY IF Q8= 3] You indicated anti-chew, snuff or dip ads have made you neither more nor less likely to use chewing tobacco, snuff, or dip. Please tell us what type of ad would make you less likely to use these products.

OPEN-ENDED

Programming Note: SHOW SUBMIT SCREEN

Please click the “Submit” button below to send us your responses.

Submit

Programming Note: AFTER SUBMIT COMPLETE, SHOW END SCREEN

Thank you for taking the time to complete the homework assignment. See you at the focus group!

Paperwork Reduction Act Statement: The public reporting burden for this information collection has been estimated to average 15 minutes per response (the time to complete questions 1-12). You can send comments regarding this burden estimate or any other aspects of this information collection, including suggestions for reducing burden, to [email protected].