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

Pretesting of Tobacco Communications

Rural Strategic Concept FG_Homework

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

OMB: 0910-0674

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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]

Shape2 Shape1


1



2




3



4




5


Shape6 Shape5 Shape4 Shape3

SECTION 2: What do you believe?

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


  1. 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?

  1. 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"


  1. 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"


  1. 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"


  1. 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"


  1. 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.


  1. 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"


  1. 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"


  1. [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

Shape7






  1. [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

Shape8






  1. [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

Shape9






Programming Note: SHOW SUBMIT SCREEN


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


Shape10

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].


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