Foundational Focus Groups

HHS COVID-19 PUBLIC EDUCATION CAMPAIGN
IRB APPROVED
04/22/2021

A campaign to increase vaccine acceptance while reinforcing basic prevention measures

Foundational Focus Group – Nonvaccinated
Hispanic or Latinx Screener (English)
NOTES TO RECRUITERS
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Recruit 8 to “seat” 4-6 participants.
3 focus groups among Hispanic/Latinx adults only (segmented by language and age). Of these,
there should be:
o Bilingual focus group (English) = More English than Spanish OR Both English and
Spanish Equally OR More Spanish than English (all Q12) AND English (Q13)
 Respondents should be ages 18-34
o Bilingual focus group (Spanish) = More English than Spanish OR Both English and
Spanish Equally OR More Spanish than English (all Q12) AND Spanish (Q13)
 Respondents should be ages 18-34
o Spanish-speaking focus group = Only Spanish (Q12)
 Respondents should be ages 35+
Each group must include a range/mix of:
o Genders
o Education levels
o Geographic locations (mix of cities/states)
o Ideologies
All participants must not have received any doses of a COVID-19 vaccine or be scheduled to
receive a dose in the next two weeks

SCREENER
Hello, my name is
from [INSERT FACILITY NAME], a market research firm. We are recruiting for
an upcoming study to get your thoughts and opinions about COVID-19 and how it is affecting life in the
country today. 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

2. 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

For internal communications only

IRB APPROVED
04/22/2021

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

3. 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

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

[ ]

> CONTINUE

No

[ ]

> TERMINATE

5. Have you received one or more doses of an authorized COVID-19 vaccine?
Yes

[ ]

> TERMINATE

No

[ ]

> CONTINUE

6. Do you have an appointment scheduled to get an authorized COVID-19 vaccine in the next two weeks?
Yes

[ ]

> TERMINATE

No

[ ]

> CONTINUE

7. FDA-authorized vaccines to prevent COVID-19 are now available at no cost. What is the likelihood you
will get vaccinated? [RECRUIT A MIX]
Very unlikely

[ ]

> TERMINATE

Somewhat unlikely

[ ]

> CONTINUE

Neither likely nor unlikely

[ ]

> CONTINUE

Somewhat likely

[ ]

> CONTINUE

Very likely

[ ]

> CONTINUE

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IRB APPROVED
04/22/2021

8. FDA-authorized vaccines to prevent COVID-19 are now available at no cost. How soon will you get
vaccinated?
I will get a vaccine as soon as I can

[ ]

> TERMINATE

I will wait to get a vaccine for one or more reasons

[ ]

> CONTINUE

I will never get a COVID-19 vaccine

[ ]

> TERMINATE

Yes

[ ]

> CONTINUE

No

[ ]

> TERMINATE

White

[ ]

> CONTINUE

Black or African American

[ ]

> CONTINUE

American Indian or Alaska Native

[ ]

> CONTINUE

Asian (e.g., Asian Indian, Chinese, Filipino, Japanese,
Korean, Vietnamese)

[ ]

> CONTINUE

Native Hawaiian or other Pacific Islander (e.g., Native
Hawaiian Samoan, Chamorro, Tongan, Fijian,
Marshallese)

[ ]

> CONTINUE

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

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

11. To what extent do you agree or disagree with the following statement? I identify with and participate in
Latino culture and traditions.
Strongly disagree

[ ]

> TERMINATE

Somewhat disagree

[ ]

> CONTINUE

Neither disagree nor agree

[ ]

> CONTINUE

Somewhat agree

[ ]

> CONTINUE

Strongly agree

[ ]

> CONTINUE

Only English

[ ]

> TERMINATE

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 Q14

12. What language do you usually speak at home?

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

[ ]

> CONTINUE

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IRB APPROVED
04/22/2021

Spanish

[ ]

> CONTINUE

14. What is your age? _______________ [RECORD VERBATIM, TERMINATE <18]
Note to recruitment:
Here is the response option breakdown for the groups segmented by language and age:


Bilingual focus group (English) = More English than Spanish OR Both English and Spanish
Equally OR More Spanish than English (all Q12) AND English (Q13)
o Respondents should be ages 18-34



Bilingual focus group (Spanish) = More English than Spanish OR Both English and Spanish
Equally OR More Spanish than English (all Q12) AND Spanish (Q13)
o Respondents should be ages 18-34



Spanish-speaking focus group = Only Spanish (Q12)
o Respondents should be ages 35+

15. What is your gender?
Male

[ ]

> CONTINUE

Female

[ ]

> CONTINUE

Prefer to self-describe (specify)

[ ]

> CONTINUE

16. What city and state do you live in? CITY: ________________
Note to recruitment: Recruit a mix of locations.

STATE:_____________________

17. What is the highest level of school you have completed? [RECRUIT A MIX]
Some high school or less (no diploma)

[ ]

> CONTINUE

High school diploma or equivalent (GED)

[ ]

> CONTINUE

Some college, no degree

[ ]

> CONTINUE

Associate degree

[ ]

> CONTINUE

Bachelor’s degree

[ ]

> CONTINUE

Master’s degree

[ ]

> CONTINUE

Professional or doctorate degree

[ ]

> CONTINUE

18. 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

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IRB APPROVED
04/22/2021

Not employed, but looking for work

[ ]

> CONTINUE

Not employed, and not looking for work

[ ]

> CONTINUE

Stay-at-home parent

[ ]

> CONTINUE

Student

[ ]

> CONTINUE

Retired

[ ]

> CONTINUE

Yes

[ ]

> SKIP TO Q21

No

[ ]

> CONTINUE

Less than a year to 4 years

[ ]

> CONTINUE

5 to 9 years

[ ]

> CONTINUE

10 years or more

[ ]

> CONTINUE

19. Were you born in the United States?

20. How long have you been living in the United States?

21. When it comes to overall public policy from the federal government, do you consider yourself liberal,
conservative, or somewhere in between? [RECRUIT A MIX]
Very liberal

[ ]

> CONTINUE

Somewhat liberal

[ ]

> CONTINUE

Neutral

[ ]

> CONTINUE

Somewhat conservative

[ ]

> CONTINUE

Very conservative

[ ]

> CONTINUE

Prefer not to answer

[ ]

> CONTINUE

22. 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

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IRB APPROVED
04/22/2021

$150,000 to $199,999

[ ]

> CONTINUE

$200,000 and over

[ ]

> CONTINUE

Don’t know/Refused

[ ]

> 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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