[Federal Register Volume 80, Number 25 (Friday, February 6, 2015)]
[Notices]
[Pages 6725-6726]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 2015-02327]
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DEPARTMENT OF HEALTH AND HUMAN SERVICES
Centers for Disease Control and Prevention
[60Day-15-15MZ]
Proposed Data Collections Submitted for Public Comment and
Recommendations
The Centers for Disease Control and Prevention (CDC), as part of
its continuing effort to reduce public burden and maximize the utility
of government information, invites the general public and other Federal
agencies to take this opportunity to comment on proposed and/or
continuing information collections, as required by the Paperwork
Reduction Act of 1995. To request more information on the below
proposed project or to obtain a copy of the information collection plan
and instruments, call 404-639-7570 or send comments to Leroy A.
Richardson, 1600 Clifton Road, MS-D74, Atlanta, GA 30333 or send an
email to [email protected].
Comments submitted in response to this notice will be summarized
and/or included in the request for Office of Management and Budget
(OMB) approval. Comments are invited on: (a) Whether the proposed
collection of information is necessary for the proper performance of
the functions of the agency, including whether the information shall
have practical utility; (b) the accuracy of the agency's estimate of
the burden of the proposed collection of information; (c) ways to
enhance the quality, utility, and clarity of the information to be
collected; (d) ways to minimize the burden of the collection of
information on respondents, including through the use of automated
collection techniques or other forms of information technology; and (e)
estimates of capital or start-up costs and costs of operation,
maintenance, and purchase of services to provide information. Burden
means the total time, effort, or financial resources expended by
persons to generate, maintain, retain, disclose or provide information
to or for a Federal agency. This includes the time needed to review
instructions; to develop, acquire, install and utilize technology and
systems for the purpose of collecting, validating and verifying
information, processing and maintaining information, and disclosing and
providing information; to train personnel and to be able to respond to
a collection of information, to search data sources, to complete and
review the collection of information; and to transmit or otherwise
disclose the information. Written comments should be received within 60
days of this notice.
Proposed Project
Digital Media and Tobacco Outcomes Study--New--National Center for
Chronic Disease Prevention and Health Promotion (NCCDPHP), Centers for
Disease Control and Prevention (CDC).
Background and Brief Description
In 2012, CDC launched the first federally funded, national mass
media campaign to educate consumers about the adverse health
consequences of tobacco use (the National Tobacco Prevention and
Control Public Education Campaign, or ``the campaign''). The campaign
continued in 2013 and 2014 with advertisements known as ``Tips from
Former Smokers.'' CDC plans to continue the campaign in 2015 and 2016,
with new ads scheduled for release between March and July, 2015. CDC is
conducting a series of longitudinal surveys to assess campaign impact
in both smokers and nonsmokers (OMB No. 0920-0923, exp. 3/31/2017). The
campaign evaluation strategy is based on self-reported measures of
consumer awareness of and exposure to specific campaign advertisements;
changes in consumer knowledge, attitudes, and beliefs relating to
smoking and secondhand smoke; smokers' behaviors related to cessation;
and nonsmokers' encouragement of smokers to quit smoking and seek
cessation services.
The campaign includes digital advertising, which is now a mainstay
of tobacco prevention campaigns because of the efficiency of digital ad
placement, lower costs associated with digital ads, and the ability to
reach individuals who do not use traditional media. Digital advertising
also offers a unique opportunity to examine the relationship between ad
exposure and consumer behavior. For example, Internet analytic tools
can be used to verify an individual's exposure to a digital ad or to
ascertain whether an individual has visited Web-based sources of
information about tobacco use or tobacco cessation. These tools and
methods provide objective measures of ad exposure and information-
seeking behavior and are not subject to the recall bias inherent in
self-reported data.
To supplement ongoing campaign evaluation efforts, CDC proposes to
employ Internet analytic tools as part of an enhanced evaluation of the
digital ad component of the mass media campaign. The evaluation study
will not be conducted in the general U.S. population of Internet users.
Individuals who participate in the proposed evaluation will be smokers
recruited from an existing panel of adult Internet users who have
agreed to allow monitoring of their Internet usage. Panels of this type
are established and utilized by market research firms to elucidate
consumer behavior. Panelists agree to download software on their
computers that enables the market research company to unobtrusively
track their web behavior, including Web sites visited, searches they
conduct, purchases they make, and ads that are delivered on sites
visited, regardless of whether the ads are selected (clicked) or not.
These data are then aggregated and weighted to provide estimates of
online consumer behaviors.
CDC will employ an evaluation contractor to interface with a market
research company and tobacco smokers who are part of an existing panel.
For panelists who agree to participate in the Digital Media and Tobacco
Outcomes Study, the contractor will analyze Internet usage data in
conjunction with additional information collected directly from the
study participants. All information collection will be coordinated with
key events in the 2015 mass media campaign.
In the recruitment phase of the study, panelists will be notified
about the CDC-sponsored study and will have the opportunity to
voluntarily consent to participate or decline to participate. They will
also provide demographic information and be screened for eligibility.
In the second phase, respondents will complete an online questionnaire
soon after the digital ads have been aired (Wave 1 survey). Information
will be collected about smokers' exposure to campaign digital
advertisements and self-reported knowledge, attitudes, and beliefs
related to smoking, and smoking-related information seeking. The
questionnaire will also measure behaviors related to smoking cessation
and intentions to quit smoking. In the third phase of the study, the
same online questionnaire will be administered to respondents
approximately 30 days after completion of the first survey (Wave 2
survey).
[[Page 6726]]
CDC and the evaluation contractor will use the Internet usage data
and the survey information collected from study participants to examine
the statistical relationships between confirmed exposure (or non-
exposure) to the campaign's digital and social media advertising and
outcomes of interest for campaign evaluation. The study will provide
CDC with new, timely, and relevant information regarding the reach and
efficacy of the digital advertising component of the campaign in 2015.
All findings will be interpreted in light of known limitations of the
methodology, such as use of a convenience sample of respondents.
OMB approval is requested for one year. Participation is voluntary
and there are no costs to respondents other than their time.
Estimated Annualized Burden Hours
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Number of Average burden
Type of respondent Form name Number of responses per per response Total burden
respondents respondent (in hours) (in hours)
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Market Research Panelists..... Screening and 50,000 1 2/60 1,667
Consent
Questionnaire.
Adult Panelists Who Are Digital Media 5,000 1 20/60 1,667
Tobacco Smokers. and Tobacco
Outcomes
Questionnaire
(Wave 1).
Digital Media 2,400 1 20/60 800
and Tobacco
Outcomes
Questionnaire
(Wave 2).
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Total..................... ................ .............. .............. .............. 4,134
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Leroy A. Richardson,
Chief, Information Collection Review Office, Office of Scientific
Integrity, Office of the Associate Director for Science, Office of the
Director, Centers for Disease Control and Prevention.
[FR Doc. 2015-02327 Filed 2-5-15; 8:45 am]
BILLING CODE 4163-18-P