Foundational Focus Groups

ASPA COVID-19 Public Education Campaign Market Research

HHS COVID-19 Creative Testing Wave 2 Screener July 12_clean

Foundational Focus Groups

OMB: 0990-0476

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Creative Testing Parent Focus Groups Master Screener

Notes to Recruiters

  • Recruit 8 to “seat” 4-6.

  • 18 focus groups of parents/guardians of 6-11 year olds:

    • 9 focus groups with parents/guardians who said they are somewhat/very likely to get their child a COVID-19 vaccine

      • 3 total market groups (mix of gender, race, and parent/guardian vaccination status)

      • 2 groups with a parent/guardian who is not vaccinated (mix of gender and race)

      • 1 group with a parent/guardian who is Black/African American

      • 2 groups with a parent/guardian who is Hispanic/Latino (1 in Spanish)

      • 1 group with a parent/guardian who is Rural

    • 9 focus groups with parents/guardians who are unsure/somewhat unlikely to get their child a COVID-19 vaccine

      • 5 total market groups (mix of gender, race, and parent/guardian vaccination status; may separate by vaccination status pending numbers during recruitment)

      • 1 groups with a parent/guardian who is Black/African American

      • 2 groups with a parent/guardian who is Hispanic/Latino (1 in Spanish)

      • 1 group with a parent/guardian who is Rural

  • All groups must include a range of education levels, income, and cities/states. 

 

Screener

Hello, my name is [INSERT NAME] from [INSERT FACILITY NAME], a market research firm. We are recruiting for an upcoming study to get feedback related to COVID-19 messaging. This is not a sales call of any kind. I am only calling to see if you or an eligible member of your household has an interest in participating in a 90-minute focus group that will be conducted virtually for which you would receive a $75 incentive. I have a few questions I need to ask to see if you are qualified for this study. You don’t have to answer any question that you don’t want to answer. 

 

  1. Are you interested in seeing if you or anyone in your household qualifies to participate in this focus group? [ACCEPT ONLY 1 PER HOUSEHOLD] 

 

Yes 

[  ] 

> CONTINUE  

No 

[  ] 

> TERMINATE 

 

  1. In the past five years, have you or a member of your immediate family worked in any of the following fields, companies, or organizations? 

Market or public opinion research 

[  ] 

> TERMINATE 

An advertising, public relations, or marketing agency 

[  ] 

> TERMINATE 

News, radio, TV, print, media 

[  ] 

> TERMINATE 

As a health care provider or medical professional (e.g., physician, nurse) 

[  ] 

> CONTINUE  

At a health care company 

[  ] 

> CONTINUE  

Construction, repair and maintenance 

[  ] 

> CONTINUE  

Finance 

[  ] 

> CONTINUE  

None of these 

[  ] 

> CONTINUE  

 

  1. In order to participate, you need to have a desktop or laptop computer or a smartphone with an internet connection. You will also need to consent to be recorded during the interview. Will you be able to meet both of these requirements? 

Yes 

[  ] 

> CONTINUE  

No 

[  ] 

> TERMINATE 

 

  1. Would you be willing and able to participate in this study via a webcam or smartphone camera? 

Yes 

[  ] 

> CONTINUE  

No 

[  ] 

> TERMINATE 

 

  1. What is your gender? 

Male 

[  ] 

> CONTINUE  

Female 

[  ] 

> CONTINUE  

Prefer to self-describe (specify) 

[  ] 

> CONTINUE  


  1. What is your age? _______________ [RECORD VERBATIM] 

Note to recruitment: Participants must be 18 years or older.

 

  1. Are you a parent or guardian of a child under the age of 12? 

Yes 

[  ] 

CONTINUE TO Q8

No 

[  ] 

> TERMINATE


  1. What is your child’s age? _______________ [RECORD VERBATIM, TERMINATE IF ALL CHILDREN < 6 OR >11] 

Note to recruitment: At least one child must be ages 6 to 11. Record age for all children.


  1.  Who makes your child’s primary health-related decisions? [RECRUIT A MIX] 

You 

[  ] 

> CONTINUE

Someone else

[  ] 

> TERMINATE 

You and someone else  

[  ] 

> CONTINUE 

Other:____ 

[  ] 

>TERMINATE IF DOES NOT INCLUDE SELF 

 Note to recruitment: Ask for each child listed in Question 8.


  1. Are you of Hispanic, Latino, or Spanish origin? 

Yes 

[  ] 

> CONTINUE  

No 

[  ] 

> CONTINUE  

 

  1. What is your race? Please select all that apply. 

American Indian or Alaska Native 

[  ] 

> CONTINUE  

Asian

[  ] 

> CONTINUE  

Black or African American 

[  ] 

> CONTINUE  

Native Hawaiian and Other Pacific Islander

[ ]

> CONTINUE 

White/Caucasian

[ ]

> CONTINUE 

Prefer not the say/Refuse to answer

[ ]

> CONTINUE 





































 

ONLY ASK Q12-Q13 IF RECRUITING FOR HISPANIC/LATINO GROUPS. 

 

  1. What language do you usually speak at home? 

Only English 

[  ] 

> SKIP TO Q14 

More English than Spanish 

[  ] 

> CONTINUE TO Q13 

Both English and Spanish equally 

[  ] 

> CONTINUE TO Q13 

More Spanish than English 

[  ] 

> CONTINUE TO Q13

Only Spanish 

[  ] 

SKIP TO Q174 

 



  1. In what language would you prefer to participate in a focus group discussion? 

English 

[  ] 

> CONTINUE  

Spanish 

[  ] 

> CONTINUE 


 Note to Hispanic/Latino recruitment: 

Here is the response option breakdown for the groups segmented by language: 

  • English-speaking focus group = English Only (Q12) or English (Q13) 

  • Spanish-speaking focus group = Spanish Only (Q12) or Spanish (Q13) 


 

 

  1. In what city and state do you live?    

CITY: ________________       STATE:_____________________ 

Note to recruitment: Recruit a mix of locations. 

 

  1. Has your child participated in a COVID-19 vaccine clinical trial? 

Yes 

[  ] 

> TERMINATE  

No 

[  ] 

> CONTINUE  

 

  1. Food and Drug Administration (FDA)-authorized vaccines to prevent COVID-19 are now available at no cost. Have you received a COVID-19 vaccine? 

No, I have not received a COVID-19 vaccine 

[  ] 

> CONTINUE  

Yes, but I have only received one shot out of the two required shots 

[  ] 

> SKIP TO Q18

Yes, I have received all of the required shots 

[  ] 

> SKIP TO Q18



  1. FDA-authorized vaccines to prevent COVID-19 are now available at no cost, What is the likelihood you will get vaccinated? [RECRUIT A MIX. SKIP IF Q16=Yes…]

    Very unlikely

    [ ]

    > CONTINUE

    Somewhat unlikely

    [ ]

    > CONTINUE

    Neither likely nor unlikely

    [ ]

    > CONTINUE

    Somewhat likely

    [ ]

    > CONTINUE

    Very likely

    [ ]

    > CONTINUE

    I am already vaccinated.

    []

    >Continue

  2. To what extent do you agree or disagree with the following statement? The benefits of vaccines outweigh the risks. [RECRUIT A MIX]

Strongly disagree

[ ]

> TERMINATE

Somewhat disagree

[ ]

> CONTINUE

Neither disagree nor agree

[ ]

> CONTINUE

Somewhat agree

[ ]

> CONTINUE

Strongly agree

[ ]

> CONTINUE


  1.  A Food and Drug Administration (FDA)-authorized vaccine to prevent COVID-19 is now available at no cost for children aged XX-XX. Has your child received a COVID-19 vaccine? 

No, my child has not received a COVID-19 vaccine 

[  ] 

> CONTINUE  

Yes, but my child has only received one shot out of the two required shots 

[  ] 

> CONTINUE  

Yes, my child has received all of the required shots 

[  ] 

> CONTINUE

Note to recruitment: Ask for each child age 6-11 listed in Question 8. Only people with at least one child 6-11 who is not fully vaccinated are eligible for the study. 


  1. What is the likelihood your child will get a COVID-19 vaccine when it’s authorized and available to them? [RECRUIT A MIX] 

Very unlikely 

[  ] 

> TERMINATE 

Somewhat unlikely 

[  ] 

> CONTINUE  

Neither likely nor unlikely 

[  ] 

> CONTINUE 

Somewhat likely 

[  ] 

> CONTINUE 

Very likely 

[  ] 

> CONTINUE 

 Note to recruitment: Ask for each child age 6-11 listed in Question 8.



  1. What is the highest level of school you have completed? [RECRUIT A MIX] 

Some H.S. or less (no diploma) 

[  ] 

> CONTINUE  

H.S. diploma or H.S. equivalent (GED) 

[  ] 

> CONTINUE  

Some college, no degree 

[  ] 

> CONTINUE  

Associate degree 

[  ] 

> CONTINUE  

Bachelor’s degree 

[  ] 

> CONTINUE  

Master’s degree 

[  ] 

> CONTINUE  

Professional or doctorate degree 

[  ] 

> CONTINUE  

 

  1. Which of the following best describes you? Please select all that apply. [RECRUIT A MIX] 

Employed full-time 

[  ] 

> CONTINUE 

Employed part-time 

[  ] 

> CONTINUE  

Self-employed 

[  ] 

> CONTINUE 

Not employed, but looking for work 

[  ] 

> CONTINUE 

Not employed, and not looking for work 

[  ] 

> CONTINUE 

Stay-at-home parent/guardian

[  ] 

> CONTINUE 

Student 

[  ] 

> CONTINUE 

Retired 

[  ] 

> CONTINUE 

 

 

[  ] 


 



 

[  ] 


  

  1. Last year, that is in 2020, what was your total household income from all sources, before taxes? [RECRUIT A MIX, ENSURE ROBUST REPRESENTATION OF <$50K] 

Less than $15,000 

[  ] 

> CONTINUE  

$15,000 to $24,999 

[  ] 

> CONTINUE  

$25,000 to $34,999 

[  ] 

> CONTINUE 

$35,000 to $49,999 

[  ] 

> CONTINUE 

$50,000 to $74,999 

[  ] 

> CONTINUE 

$75,000 to $99,999 

[  ] 

> CONTINUE 

$100,000 to $149,999 

[  ] 

> CONTINUE 

$150,000 to $199,999 

[  ] 

> CONTINUE 

$200,000 and over 

[  ] 

> CONTINUE 

Don’t know/Refused 

[  ] 

> CONTINUE 

 

  1. In general, do you think of yourself as…? [RECRUIT A MIX FOR ALL BUT RURAL GROUPS. RURAL GROUPS SHOULD BE SLIGHTLY TO EXTREMELY CONSERVATIVE.] 

Extremely liberal

[  ] 

> CONTINUE  

Liberal

[  ] 

> CONTINUE  

Slightly liberal

[  ] 

> CONTINUE 

Moderate, middle of the road

[  ] 

> CONTINUE 

Slightly conservative

[  ] 

> CONTINUE 

Conservative

[  ] 

> CONTINUE 

Extremely conservative

[  ] 

> CONTINUE 


Thank you for taking the time to answer these questions. We will be in touch with additional information on the study. The virtual focus group will last no longer than 90 minutes. Thank you again for your time and we will send additional information soon. 

***** 

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