Community Health Summary of Procedures

Educational Campaign Materials Testing for CDC’s Division of Community Health
Description of Attachments to the HMTS Expedited Review Form
Attachment 1
Attachment 1a: Summary of Procedures
Attachment 1b: Burden Hours and Estimated Characteristics of Respondents
Attachment 2
Attachment 2a: Online Screener: Waves 1 - 4
Attachment 2b: Online Survey for Wave 1: Beverages
Attachment 2c: Representative Screenshots of Online Screener and Survey for Wave 1: Beverages
Attachment 2d: CHMC Education Campaign Materials: Beverages (Year 1, Wave 1)
Attachment 3
Attachment 3a: Online Screener: Waves 1 - 4
Attachment 3b: Online Survey for Wave 2: Physical Activity
Attachment 3c: Representative Screenshots of Online Screener and Survey for Wave 2: Physical Activity
Attachment 3d: CHMC Education Campaign Materials: Physical Activity (Year 1, Wave 2)
Attachment 4
Attachment 4a: Online Screener: Waves 1 - 4
Attachment 4b: Online Survey for Wave 3: Food
Attachment 4c: Representative Screenshots of Online Screener and Survey for Wave 3: Food
Attachment 4d: CHMC Education Campaign Materials: Food (Year 1, Wave 3)
Attachment 5
Attachment 5a: Online Screener: Waves 1 - 4
Attachment 5b: Online Survey for Wave 4: Healthy Living
Attachment 5c: Representative Screenshots of Online Screener and Survey for Wave 4: Healthy Living
Attachment 5d: CHMC Education Campaign Materials: Healthy Living (Year 1, Wave 4)

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Educational Campaign Materials Testing for CDC’s Division of Community Health
Attachment 1 to the HMTS Expedited Review Form

Contents
Attachment 1a: Summary of Procedures ........................................................................................................................... 3
Attachment 1b: Burden Hours and Estimated Characteristics of Respondents ................................................................. 6

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Attachment 1a: Summary of Procedures
Testing Overview
The Centers for Disease Control and Prevention (CDC) has contracted with FHI 360 to conduct evaluations
of TV, radio and print materials through multiple waves of online surveys during each year of the contract,
with four waves in year one. Each wave will consist of 1250 respondents who will review up to 30
educational campaign materials in each wave for a total of 120 materials in the first year. It is estimated that
100 people per wave will be screened out of the survey when recruitment categories are full. These
numbers are reflected in the burden analysis. Each wave of evaluation will consist of a questionnaire that
respondents will complete before material testing begins to capture demographic information, relevant
health behaviors and attitudes, media exposure and prevention awareness, including media use measures,
and attitudes toward the specific health issue being investigated (e.g., obesity, mental health, tobacco-free
living, active living and healthy eating). Approximately six materials will then be evaluated by each
respondent with repeated measures capturing
material liking
attention
memorability
effectiveness
message interest
trust
persuasiveness
importance
believability
The final part of the assessment will gauge behavioral intention to take health-related action after exposure
to the messages in the materials.
Data collection summary reports with topline results will be written and the data will be formatted into an
interactive Excel presentation called a “flash report” that includes graphs of closed-ended questions and a
drop-down menu that allows a quick look at the results through a wide range of desired demographic,
behavioral, or attitudinal breakouts. In addition, the material evaluation data itself will be formatted into a
consumer assessment grid for use by campaign planners, health advocates, and those interested in how a
particular educational campaign material, or set of materials, performs on a series of relevant metrics (e.g.,
viewer liking, memorability, personal importance, and effectiveness). Thus, depending on a campaign
planner’s goals, top performing materials can be identified easily for subsequent use.

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Data Collection Summary
The data collection will consist of the following respondents and procedure:
Respondents. The respondents will be drawn from a national panel using an online survey (N = 1250)
for each wave of evaluation:
Respondents ages 25-64 will reflect national population distribution.
67% will be screened in for being overweight or obese based on BMI calculations.
Age/gender/ethnicity distributions will approximately reflect current Census data projections.
Average estimated screener and survey length = 25 minutes.
Consent. The survey will be implemented electronically over the Internet. Prior to beginning the
survey, participants will see a statement on their screen disclosing security procedures, the option to
refrain from responding to questions, and that participation is voluntary. The statement will read as
follows:
“Thank you for your interest in participating in this survey about health information. Your
participation in this survey is completely voluntary. The screener will take approximately 3
minutes to complete. If you qualify to participate, the online survey will take approximately 22
minutes of your time. In this online survey you are going to be shown sample advertisements
and asked to share your honest opinions about them.
Your responses will be entered into a database and will only be seen by researchers
associated with this online survey. Your answers will be kept secure to the extent permitted by
law. There will be no risk to you. You may stop at any time. You will receive your gift, as it is
explained in your online survey invitation, after completing the online survey.
If you have any questions about this online survey or about your rights as an online
survey participant, please email them to [email protected].
By clicking 'Next,' I am agreeing to the above project description.”
Completion of the survey will be considered consent to the procedures noted in the disclosure.
Procedures. Upon qualifying for the study, each respondent will answer a series of pre-test questions
from the HMTS, some of which will be slightly modified, to capture relevant health attitudes, beliefs,
interests, intentions, and behaviors related to the specific health issue being investigated.
Each respondent will then evaluate approximately 6 pre-selected print, radio, and television
materials. Order exposure will be randomized to avoid order bias.
First, a set of three or four materials simulating a “campaign” will be individually evaluated, and then
collectively assessed. Participants will then either view 1) another set of three or four materials simulating
a second “campaign” that will be individually evaluated, and collectively assessed; or 2) three or four
additional “individual” materials (not grouped as part of a campaign) that will be individually evaluated,
with no summary assessment.

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Following exposure to approximately 6 materials, respondents will complete a post-test to capture
relevant health attitudes, beliefs, interests, intentions, and behaviors related to the specific health issue
being investigated.
Analysis. Appropriate statistical tests will be performed on key variables to assess differences in
material evaluations.
For continuous pre/post measures, paired comparison t-tests will be run, while analyses
comparing different demographic groups may employ analysis of variance.
Paired categorical data (e.g., yes/no questions) will be subjected to a chi-square test utilizing
the McNemar option for paired data.
Timing. We expect to field the online survey in the summer of 2013 using a market panel. In year 1,
we expect to field four waves concurrently. Wave 1 will focus on beverages; wave 2 will focus on
physical activity; wave 3 will focus on food; and wave 4 will focus on cross-cutting materials.

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Attachment 1b: Burden Hours and Estimated
Characteristics of Respondents
Educational Campaign Materials Testing for CDC’s Division of Community Health
Attachment to the HMTS Expedited Review Form
Burden Hours
Type of
Respondents

Number of
Respondents

Number of
Responses
per
Respondent

Burden per
Response
(in hr)

Total
Burden
(in hr)
by Form

Wave 1: Online Screener

General Population

1350

1

3/60

68

Wave 1: Online Survey

General Population

1250

1

22/60

458

Wave 2: Online Screener

General Population

1350

1

3/60

68

Wave 2: Online Survey

General Population

1250

1

22/60

458

Wave 3: Online Screener

General Population

1350

1

3/60

68

Wave 3: Online Survey

General Population

1250

1

22/60

458

Wave 4: Online Screener

General Population

1350

1

3/60

68

Wave 4: Online Survey

General Population

1250

1

22/60

458

Instrument Name

Total
Burden
(in hr)
by Wave
526

526

526

526
Total

5400

2104

Estimated Race and Ethnicity of Respondents
Hispanic or
Latino
Census
Percentage

Not Hispanic
or Latino
Census
Percentage

White

15.85%

64.77%

Number of
Hispanic or
Latino
Respondents
Per Wave
214

Black or African American

0.88%

12.27%

12

Asian
American Indian or Alaska
Native
Native Hawaiian or Pacific
Islander
TOTAL

0.05%

4.91%

0.04%
0.00%

Race

Number of Not
Hispanic or Latino
Respondents Per
Wave

Number of
Respondents
Per Wave

Total
Number of
Respondents

874

1088

4352

165

177

708

1

66

67

268

1.02%

1

14

15

60

0.20%

0

3

3

12

228

1122

1350

5400

Estimated Gender and Age of Respondents
Number of
Men

Number of
Women

Total Number of
Respondents Per Wave

Number
of Waves

Total Number of
Respondents

18-24

0

0

---

---

---

25-34

173

177

350

4

1400

35-44

165

165

330

4

1320

45-49

87

86

173

4

692

50-54

93

90

183

4

732

55-59

87

82

169

4

676

60-64

75

70

145

4

580

1350

4

--5400

Age Groups

TOTAL Per Wave

680

670

TOTAL ALL WAVES

2720

2680

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