Proposed Information Collection; Comment Request; 2010 Census Integrated Communication Program Evaluation, 9214-9217 [E9-4380]
Download as PDF
9214
Federal Register / Vol. 74, No. 40 / Tuesday, March 3, 2009 / Notices
details and final forms will be submitted
to OMB in advance of each activity as
non-substantive change requests.
Affected Public: Individuals or
households.
Frequency: One time.
Respondent’s Obligation: With the
exception of the voluntary IVR
Customer Satisfaction Survey, these
activities are mandatory.
Legal Authority: Title 13, United
States Code, Section 141 and 193.
OMB Desk Officer: Brian HarrisKojetin, (202) 395–7314.
Copies of the above information
collection proposal can be obtained by
calling or writing Diana Hynek,
Departmental Paperwork Clearance
Officer, (202) 482–0266, Department of
Commerce, Room 7845, 14th and
Constitution Avenue, NW., Washington,
DC 20230 (or via the Internet at
dhynek@doc.gov).
Written comments and
recommendations for the proposed
information collection should be sent
within 30 days of publication of this
notice to Brian Harris-Kojetin, OMB
Desk Officer either by fax (202–395–
7245) or e-mail (bharrisk@omb.eop.gov).
Dated: February 25, 2009.
Gwellnar Banks,
Management Analyst, Office of the Chief
Information Officer.
[FR Doc. E9–4376 Filed 3–2–09; 8:45 am]
BILLING CODE 3510–07–P
DEPARTMENT OF COMMERCE
mstockstill on PROD1PC66 with NOTICES
Submission for OMB Review;
Comment Request
The Department of Commerce will
submit to the Office of Management and
Budget (OMB) for clearance the
following proposal for collection of
information under the provisions of the
Paperwork Reduction Act (44 U.S.C.
chapter 35).
Agency: U.S. Census Bureau.
Title: 2010 Census—American Samoa,
the Commonwealth of the Northern
Mariana Islands, Guam, and the U.S.
Virgin Islands.
OMB Control Number: 0607–0860.
Form Number(s): Various.
Type of Request: Reinstatement, with
change, of an expired collection.
Burden Hours: 111,675.
Number of Respondents: 158,700.
Average Hours per Response: 42
minutes.
Needs and Uses: The U.S. Census
Bureau (Census Bureau) requests
authorization from the OMB to collect
data from the public in American
Samoa, the Commonwealth of the
Northern Mariana Islands, Guam, and
VerDate Nov<24>2008
16:42 Mar 02, 2009
Jkt 217001
the U.S. Virgin Islands (collectively
referred to as the Island Areas) as part
of the 2010 Census. The United States
Constitution mandates that a census of
the Nation’s population be taken every
ten years. In Title 13, U.S. Code, the
Congress gave the Secretary of
Commerce (delegated to the Director of
the Census Bureau) authority to
undertake the decennial census. The
geographic scope of the decennial
census is specified in Title 13 U.S.C.,
Section 191 as covering the 50 states,
the District of Columbia, Puerto Rico,
the U.S. Virgin Islands of the United
States, the Commonwealth of the
Northern Mariana Islands, Guam, and
any other areas as may be determined by
the Department of State. In the 2010
Census, the Census Bureau also will
enumerate the Pacific Island Area of
American Samoa. Census data are used
to determine funding allocations for the
distribution of federal and state funds
each year.
From the 2010 Census of the Island
Areas, the Census Bureau will collect
demographic, social, economic, and
housing characteristics specifically
elaborated in Title 13 U.S. Code. The
code also provides for the
confidentiality of responses to various
surveys and censuses.
Affected Public: Individuals or
households.
Frequency: One-time.
Respondent’s Obligation: Mandatory.
Legal Authority: Title 13 U.S.C.
Sections 141 and 191.
OMB Desk Officer: Brian HarrisKojetin, (202) 395–7314.
Copies of the above information
collection proposal can be obtained by
calling or writing Diana Hynek,
Departmental Paperwork Clearance
Officer, (202) 482–0266, Department of
Commerce, Room 7845, 14th and
Constitution Avenue, NW., Washington,
DC 20230 (or via the Internet at
dhynek@doc.gov).
Written comments and
recommendations for the proposed
information collection should be sent
within 30 days of publication of this
notice to Brian Harris-Kojetin, OMB
Desk Officer either by fax (202–395–
7245) or e-mail (bharrisk@omb.eop.gov).
Dated: February 26, 2009.
Gwellnar Banks,
Management Analyst, Office of the Chief
Information Officer.
[FR Doc. E9–4430 Filed 3–2–09; 8:45 am]
BILLING CODE 3510–07–P
PO 00000
Frm 00004
Fmt 4703
Sfmt 4703
DEPARTMENT OF COMMERCE
Census Bureau
Proposed Information Collection;
Comment Request; 2010 Census
Integrated Communication Program
Evaluation
AGENCY: U.S. Census Bureau,
Commerce.
ACTION: Notice.
SUMMARY: The Department of
Commerce, as part of its continuing
effort to reduce paperwork and
respondent burden, 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,
Public Law 104–13 (44 U.S.C.
3506(c)(2)(A)).
DATES: To ensure consideration, written
comments must be submitted on or
before May 4, 2009.
ADDRESSES: Direct all written comments
to Diana Hynek, Departmental
Paperwork Clearance Officer,
Department of Commerce, Room 7845,
14th and Constitution Avenue, NW.,
Washington, DC 20230 (or via the
Internet at dHynek@doc.gov).
FOR FURTHER INFORMATION CONTACT:
Requests for additional information or
copies of the information collection
instrument(s) and instructions should
be directed to Donna Souders, Bureau of
the Census, HQ–3H470A, Washington
DC; (301) 763–1810 (or via the Internet
at Donna.M.Souders@census.gov).
SUPPLEMENTARY INFORMATION:
I. Abstract
The Census Bureau will conduct the
2010 Census Program for Evaluations
and Experiments (CPEX) to evaluate the
current census and to build a
foundation on which to make early and
informed decisions for planning the
next census in 2020. Program planners
designed CPEX to measure the
effectiveness of the 2010 Census design
(including operations, systems, and
processes), in addition to determining
how the design impacts data quality.
The intent of this public notice is to
present the plan for and to invite
comments on one CPEX project: The
2010 Census Integrated Communication
Program (ICP) Evaluation.
In September 2007, the Census
Bureau contracted the services of
Draftfcb, Inc., a marketing
communications agency, to create,
produce and implement an integrated
marketing and communications
campaign in support of the 2010
E:\FR\FM\03MRN1.SGM
03MRN1
mstockstill on PROD1PC66 with NOTICES
Federal Register / Vol. 74, No. 40 / Tuesday, March 3, 2009 / Notices
Census. The contract, known as the
2010 Census Integrated Communication
Campaign (ICC), was awarded as an
Indefinite Delivery—Indefinite Quantity
(IDIQ), multiple-year contract (one 12month base year and three 12-month
option years), with an estimated value
of $207 million.
The 2010 Census ICC is the second
time that the decennial census has
involved a paid advertising campaign.
Evaluations of the Census 2000 paid
advertising campaign indicated that the
effort contributed to increasing mail
returns of census forms, thereby
reducing costs of the Non-Response
Follow-Up operation. The 2010 Census
ICC contract is a major public
expenditure and has great potential to
affect the quality and overall cost of the
2010 Census. For these reasons, a
rigorous and independent evaluation of
the 2010 Census ICC is essential for
assessing the success of the 2010 Census
and planning for the 2020 Census.
The 2010 Census ICC also includes
partnerships, the Census in Schools
effort, and other related outreach
programs and activities to the public.
The Census Bureau partnership
campaign involves the Census Bureau
partnering with state and local
organizations, including churches and
social organizations, to help U.S.
residents learn about the Census, and be
encouraged to participate by people
they trust rather than the government
collecting the data. The Census in
Schools campaign is an effort to reach
families through their school-age
children.
In the fall of 2008, after an open
competition, the Census Bureau
awarded a contract to the National
Opinion Research Center (NORC) at the
University of Chicago to conduct an
evaluation of the 2010 Census ICC.
NORC is tasked with conducting an
independent evaluation of the
integrated marketing communication
campaign to determine if the campaign
is achieving its goals. The purpose of
the evaluation is to assess the impact of
the entire campaign in addition to
determining the contribution of each of
its components: Paid media/advertising,
partnerships, the Census in Schools
program, and related outreach to the
public. NORC has developed an
evaluation strategy to determine if the
following three goals were achieved by
the 2010 Census ICC.
(1) Increased mail response;
(2) Reduced differential undercount;
and
(3) Improved cooperation with
enumerators.
NORC’s evaluation of the
effectiveness of the overall campaign
VerDate Nov<24>2008
16:42 Mar 02, 2009
Jkt 217001
also involves assessing the extent to
which the campaign moves people
toward the goal of responding to the
census. This may consist of measuring
the effectiveness of specific messages for
target audiences, measuring increases in
awareness of the census and changes in
attitudes toward the census (survey
research), and measuring changes in
intention to return the census form and
actual return of the form (survey
research; modeling). These are general
measures of effectiveness, and when
used together, provide a good indicator
of how well a campaign does in support
of the overall objectives.
NORC’s evaluation will objectively
measure whether campaign strategies
and tactics were effective in raising
awareness, changing attitudes and/or
beliefs, and influencing behavior. In
assessing the overall effectiveness of the
campaign, NORC will also identify and
measure the impact of key phenomena
pertaining to the 2010 Census, but
outside the scope of the official ICP.
This includes acknowledgement and
measurement of breaking events.
Finally, NORC will compare the
knowledge, attitudes, and beliefs about
the Census held by Americans before,
during, and after the 2010 Census ICC
implementation with those held at
similar points in time relative to the
Census 2000.
Populations of Interest: The Census
Bureau and Draftfcb have identified two
classifications of the U.S. population
that undergird much of the design and
implementation of the 2010 Census ICC.
These two classifications figure
prominently in the sample design and
analysis plan for the 2010 Census ICP
Evaluation. First, the Census Bureau has
identified five race/ethnicity
populations of particular priority in
census outreach efforts. These are: Black
Africans and African-Americans,
Hispanics of any race, Native Hawaiians
and other Pacific Islanders, American
Indians and Alaska Natives, and Asians.
In addition, Draftfcb and the Census
Bureau have devised an audience
segmentation that classifies all census
tracts in the United States into one of
eight segments that share similar
socioeconomic and other demographic
characteristics as well as propensity to
complete the census form. The eight
audience segments are: Advantaged
Homeowners, All Around Average I, All
Around Average II, Economically
Disadvantaged, Ethnic Enclave I, Single
Unattached Mobiles, Economically
Disadvantaged II, and Ethnic Enclave II.
The audience segments provide the
basis for 2010 Census ICC decisions
regarding resources, media selection,
and tailored messages.
PO 00000
Frm 00005
Fmt 4703
Sfmt 4703
9215
Evaluation Design
NORC’s proposed evaluation design
involves the following key elements:
conduct surveys of the general public
based on probability methods that
combine cross-sectional, time-series
samples with longitudinal samples to
maximize the statistical power of crosssectional estimates and change over
time and in response to 2010 Census
ICC efforts. NORC will conduct hybrid
(cross-sectional/longitudinal) surveys
with probability samples of United
States households, oversampling
minority populations and other target
segments, at three points in time—
[Wave 1] during the earliest phases of
partnership activity, in mid-2009 to
assess baseline levels of all measures of
public attention and intentions that will
be the focus of the 2010 Census ICC;
[Wave 2] during the expected peak of
2010 Census ICC activity from January
through May 2010; and [Wave 3] during
the post mailout period from May
through August 2010.
Exposure to components of the 2010
Census ICC will be estimated using
several data sources in addition to
survey data. These data sources will
permit exploration of relationships
between intensity of campaign activity
and changes in awareness, attitudes,
and intentions among the general public
and key population subgroups. Data
sources will include ratings and
impressions data for the paid
advertising campaign, and the Census
Bureau’s Integrated Campaign
Partnership Database (ICPD) data for
measuring partnership activity. NORC
also plans to merge actual data on
household participation in the 2010
Census with the survey records of
households in the 2010 Census ICP
Evaluation survey sample for a more
detailed and accurate record of
households’ census participation,
including mailback status, cooperation
with enumerators, and other indicators
of census actions regarding these
households’ 2010 participation. Each of
these alternative data sources will be
essential in corroborating, triangulating
with, or providing alternative measures
of exposure to the self-reported
campaign exposure measures collected
through surveys.
NORC will collaborate with Census
Bureau staff to compile aggregate-level
data on the 2010 Census ICC effort and
Census results to analyze the
relationships between measures of
planned and actual 2010 Census ICC
activity (by component) and aggregate
Census participation results (mail
response, enumerator response, nonresponse) in 1990, 2000, and 2010 to
E:\FR\FM\03MRN1.SGM
03MRN1
9216
Federal Register / Vol. 74, No. 40 / Tuesday, March 3, 2009 / Notices
mstockstill on PROD1PC66 with NOTICES
identify trends over time in target
segments and for hard-to-count areas.
To improve the ability of the NORC
design to detect a relationship between
campaign exposure and response, there
will also be ‘observational case-control
studies.’ In these studies, additional
cases will be added in geographical
areas selected as matched pairs. These
pairs will be similar on sociodemographic and psychosocial
characteristics but may be likely to
experience planned or unplanned
variations in the implementation of
2010 Census ICC components. The pairs
will be determined during the course of
the 2010 Census ICP Evaluation using
evidence gathered from Draftfcb strategy
and implementation, Waves 1 and 2
data from this evaluation, as well as the
ancillary data mentioned above. The
objective is to compare public exposure
to the persuasive messages delivered
through 2010 Census ICC components
and to measure the resulting differential
impact (if any), improving the clarity of
the evidence for 2010 Census ICC
effects.
Combining and interpreting results
from multiple analytical approaches
will improve the capacity of the design
to answer the key evaluation questions
concerning the impact of the 2010
Census ICC and its components, and the
return on investment of 2010 Census
ICC resources with respect to the three
primary outcomes of interest. As
needed, qualitative data collection may
further inform or illuminate puzzles
within the analysis activity.
Sample Selection
The 2010 Census ICP Evaluation data
collection plan calls for 3,000 cases each
in Waves 1 and 2, and 4,200 cases in
Wave 3. Approximately 1,500 cases in
each of Waves 2 and 3 will come from
a longitudinal panel of Wave 1 cases,
while the remaining cases in the Wave
will be selected for the first time.
In Waves 1 and 2, equal numbers of
cases will come from each of the five
race/ethnicity populations and the
remaining non-targeted group. The
sample size of 500 per race/ethnicity
group used in the 2000 Partnership and
Marketing Program Evaluation (PMPE),
the analogous evaluation from the 2000
Census, resulted in design effects
around 2.0 and standard errors of 3.2
percent (on a binary proportion of 50
percent). The same sample sizes are
planned for the 2010 Census ICP
Evaluation. For Wave 3, the sample size
will grow to 900 for each of the three
largest race/ethnicity groups (nontargeted, non-Hispanic Black African
and African-American, Hispanic of any
race). This will not only decrease the
VerDate Nov<24>2008
16:42 Mar 02, 2009
Jkt 217001
standard errors for this wave, but will
also permit selection of additional
respondents into the sample to support
the observational study design
described above.
The three largest race/ethnicity
groups will be fielded together as a core
sample from a nationally representative
sample of households selected using
NORC’s 2000 National Frame. The three
additional samples are of sufficiently
rare populations that they must be
selected separately.
Three Supplemental Samples
For the remaining three race/ethnicity
populations, manipulating the tracts
and segments selected will not be
sufficient to meet the target sample
sizes. Therefore, NORC will have to
field independent samples. Asian and
Native Hawaiian samples can be drawn
from addresses in NORC’s National
Frame, but American Indian/Alaska
Native reservation samples will require
fresh listing.
American Indians/Alaska Native (AIAN)
According to the 2000 Census, there
were 3,420,171 persons living in the
United States that were non-Hispanic
and AIAN (alone or in combination with
another race), and 998,199 living on the
651 U.S. reservations (29.3 percent of
the AIAN population). For costefficiency, NORC will select Waves 1, 2,
and 3 samples from 20 reservations out
of the 283 reservations with at least 250
AIANs.
Asians
According to the 2000 Census, there
were 11,266,934 persons in the United
States that were non-Hispanic and
Asian (alone or in combination with
another race). Of these, 17.0 percent live
in the five U.S. cities with the largest
Asian populations, and 29.3 percent live
in the 40 cities with the largest Asian
populations that also satisfy a density of
10 percent. NORC will select Waves 1,
2, and 3 samples from 40 cities within
its National Frame (some, like Fremont,
CA, are not the central city for a
metropolitan statistical area).
Native Hawaiian and Pacific Islander
(NHOPI)
According to the 2000 Census, there
were 860,965 persons living in the
United States who were non-Hispanic
and NHOPI (alone or in combination
with another race). Of these persons,
32.8 percent live in the state of Hawaii,
and 23.32 percent of Hawaii residents
are NHOPI; less than 1 percent of
residents are NHOPI in all other states.
The state with the largest NHOPI
population outside of Hawaii is
PO 00000
Frm 00006
Fmt 4703
Sfmt 4703
California, which contains 25.4 percent
of U.S. NHOPIs, but only 0.64 percent
of California residents are NHOPI. The
state with the next largest NHOPI
population is Washington, which has
4.8 percent of U.S. NHOPIs, but only
0.70 percent of Washington residents
are NHOPI. NORC will select Waves 1,
2, and 3 samples from all five counties
in Hawaii.
The Census Bureau is discussing the
sampling strategies for these three
supplemental samples with NORC and
may propose an alternative approach.
Analysis
The 2010 Census ICP Evaluation
questionnaires will cover such topics as:
Demographics; general media use and
other activities that might lead to
exposure to the 2010 Census ICC;
knowledge, attitudes, and beliefs about
the Census; intent to participate; actions
taken upon receipt of the Census form
or interactions with Census enumerators
(depending on the timing of the wave);
and self-reported exposure to 2010
Census ICC activities, including
unaided and aided awareness and
confirmed recall questions.
Analyses will include cross-sectional
examinations of each wave’s data
independently, as well as repeated
cross-section and longitudinal analyses
across waves. By incorporating various
other data sources, NORC will be able
to estimate campaign evaluation-style
models for assessing the impact of
various components of the 2010 Census
ICC. Analyses will focus on the general
public, the five hard-to-enumerate
groups, and the eight audience
segments. For each of these subpopulations, NORC will discuss the
various research questions described
above.
II. Method of Collection
Pre-Testing of Survey Instruments
At least 75 percent of the
questionnaire items for all three waves’
instruments have previously been
administered in national surveys
cleared by Office of Management and
Budget (OMB). Chiefly, the source
instruments are from the 2000 PMPE
and the Census Barriers, Attitudes, and
Motivations Survey (fielded in 2008, by
Macro International Inc. for DraftFCB).
Additional pre-testing of the proposed
instruments will be conducted under
the generic OMB clearance provided to
the Census Bureau for CPEX data
collection. All three draft questionnaires
will be pre-tested using cognitive
interviewing techniques and then for
accuracy of timing estimates.
Convenience sample respondents will
E:\FR\FM\03MRN1.SGM
03MRN1
Federal Register / Vol. 74, No. 40 / Tuesday, March 3, 2009 / Notices
be recruited from the general public, the
five hard-to-enumerate populations
identified as priorities by the Census
Bureau, and the eight ‘audience
segments’ defined at the census-tract
level.
A key tool for improved quality of
self-reported media exposure data is the
use of confirmed recall items in which
respondents are not only asked to report
on ad viewing, but also on the details of
the ad content. This question type will
be of great value in the Waves 2 and 3
questionnaires, when the paid
advertising campaign will be in full
swing. Final advertisements will not be
developed, however, until closer to the
time of campaign implementation.
Specific questionnaire items will be
developed and pre-tested after final
9217
advertisements are available for review.
Templates of these question formats will
be submitted with the original OMB
package, but specific questions will be
submitted to OMB for review after the
formal clearance process has been
completed.
Survey Schedule
Three surveys are proposed:
Wave [dates]
Sample size and composition
Comments
1 [Summer/Fall 2009] ......................
3,000 evenly distributed across 6
race/ethnic groups.
3,000 evenly distributed across 6
race/ethnic groups.
4,200, of which 3,000 evenly distributed across 6 race/ethnic
groups.
1,500 cases (evenly distributed across race/ethnic groups) who completed Wave 1 as well.
+ 1,500 cases (evenly distributed across race/ethnic groups) who
completed Wave 1 (and possibly Wave 2) as well.
+ 1,200 cases in selected sites for ‘observational case control’.
2 [January 10–May 15, 2010] .........
3 [May 15–August 31, 2010] ...........
Mixed-Mode Data Collection
NORC will employ an address-based
sampling design that marries the
comprehensive coverage of address lists
with the cost effectiveness of telephone
data collection. Through telephone
number matching services and advance
letter requests to sampled addresses,
NORC will begin the data collection
effort by telephone, expecting to obtain
phone numbers for approximately 60
percent of the selected sample. Cases
will then also be solicited for web
completion, or completion by mail and
by paper-and-pencil Self-Administered
Questionnaire. A sub-sample of all cases
not completed will be fielded in-person.
Telephone interviewing will make use
of Computer-Assisted Telephone
Interviewing technologies, while inperson data collection will make use of
paper and pencil questionnaires.
Telephone and in-person data collection
will be conducted in the languages of
the 2010 census form: English, Spanish,
Chinese, Korean, Vietnamese and
Russian.
mstockstill on PROD1PC66 with NOTICES
III. Data
OMB Control Number: None.
Form Number: To be determined.
Type of Review: Regular submission.
Affected Public: Households.
Estimated Number of Respondents:
7,200.
Estimated Time per Response: 30
minutes.
Estimated Total Annual Burden
Hours: 5,100.
2009: 1,500 hours (Wave 1).
2010: 3,600 hours (Waves 2 and 3).
Estimated Total Annual Cost: $0.
Respondent’s Obligation: Voluntary.
Legal Authority: Title 13 U.S.C. 141
and 193.
VerDate Nov<24>2008
16:42 Mar 02, 2009
Jkt 217001
IV. Request for Comments
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
(including hours and cost) of the
proposed collection of information; (c)
ways to enhance the quality, utility, and
clarity of the information to be
collected; and (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.
Comments submitted in response to
this notice will be summarized and/or
included in the request for OMB
approval of this information collection;
they also will become a matter of public
record.
Dated: February 25, 2009.
Gwellnar Banks,
Management Analyst, Office of the Chief
Information Officer.
[FR Doc. E9–4380 Filed 3–2–09; 8:45 am]
BILLING CODE 3510–07–P
DEPARTMENT OF COMMERCE
Foreign–Trade Zones Board
(Docket 65–2008)
Foreign–Trade Zone 207 Richmond,
Virginia, Withdrawal of Request for
Subzone Status, Qimonda North
America Corporation, Sandston,
Virginia
Notice is hereby given of the
withdrawal of the application of the
Capital Region Airport Commission,
grantee of FTZ 207, requesting special–
PO 00000
Frm 00007
Fmt 4703
Sfmt 4703
purpose subzone status on behalf of
Qimonda North America Corporation in
Sandston, Virginia. The application was
filed on December 2, 2008 (73 FR 76613,
12/17/2008).
The case has been closed without
prejudice.
Dated: February 24, 2009.
Andrew McGilvray,
Executive Secretary.
[FR Doc. E9–4469 Filed 3–2–09; 8:45 am]
BILLING CODE 3510–DS–S
DEPARTMENT OF COMMERCE
Bureau of Industry and Security
Proposed Information Collection;
Comment Request; Chemical Weapons
Convention Amendment: End-Use
Certificates, Advanced Notifications
and Annual Reports
AGENCY: Bureau of Industry and
Security, Commerce.
ACTION: Notice.
SUMMARY: The Department of
Commerce, as part of its continuing
effort to reduce paperwork and
respondent burden, 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.
DATES: Written comments must be
submitted on or before May 4, 2009.
ADDRESSES: Direct all written comments
to Diana Hynek, Departmental
Paperwork Clearance Officer,
Department of Commerce, Room 7845,
14th and Constitution Avenue, NW.,
Washington, DC 20230 (or via the
Internet at dHynek@doc.gov).
E:\FR\FM\03MRN1.SGM
03MRN1
Agencies
[Federal Register Volume 74, Number 40 (Tuesday, March 3, 2009)]
[Notices]
[Pages 9214-9217]
From the Federal Register Online via the Government Printing Office [www.gpo.gov]
[FR Doc No: E9-4380]
-----------------------------------------------------------------------
DEPARTMENT OF COMMERCE
Census Bureau
Proposed Information Collection; Comment Request; 2010 Census
Integrated Communication Program Evaluation
AGENCY: U.S. Census Bureau, Commerce.
ACTION: Notice.
-----------------------------------------------------------------------
SUMMARY: The Department of Commerce, as part of its continuing effort
to reduce paperwork and respondent burden, 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, Public Law 104-13 (44 U.S.C.
3506(c)(2)(A)).
DATES: To ensure consideration, written comments must be submitted on
or before May 4, 2009.
ADDRESSES: Direct all written comments to Diana Hynek, Departmental
Paperwork Clearance Officer, Department of Commerce, Room 7845, 14th
and Constitution Avenue, NW., Washington, DC 20230 (or via the Internet
at dHynek@doc.gov).
FOR FURTHER INFORMATION CONTACT: Requests for additional information or
copies of the information collection instrument(s) and instructions
should be directed to Donna Souders, Bureau of the Census, HQ-3H470A,
Washington DC; (301) 763-1810 (or via the Internet at
Donna.M.Souders@census.gov).
SUPPLEMENTARY INFORMATION:
I. Abstract
The Census Bureau will conduct the 2010 Census Program for
Evaluations and Experiments (CPEX) to evaluate the current census and
to build a foundation on which to make early and informed decisions for
planning the next census in 2020. Program planners designed CPEX to
measure the effectiveness of the 2010 Census design (including
operations, systems, and processes), in addition to determining how the
design impacts data quality. The intent of this public notice is to
present the plan for and to invite comments on one CPEX project: The
2010 Census Integrated Communication Program (ICP) Evaluation.
In September 2007, the Census Bureau contracted the services of
Draftfcb, Inc., a marketing communications agency, to create, produce
and implement an integrated marketing and communications campaign in
support of the 2010
[[Page 9215]]
Census. The contract, known as the 2010 Census Integrated Communication
Campaign (ICC), was awarded as an Indefinite Delivery--Indefinite
Quantity (IDIQ), multiple-year contract (one 12-month base year and
three 12-month option years), with an estimated value of $207 million.
The 2010 Census ICC is the second time that the decennial census
has involved a paid advertising campaign. Evaluations of the Census
2000 paid advertising campaign indicated that the effort contributed to
increasing mail returns of census forms, thereby reducing costs of the
Non-Response Follow-Up operation. The 2010 Census ICC contract is a
major public expenditure and has great potential to affect the quality
and overall cost of the 2010 Census. For these reasons, a rigorous and
independent evaluation of the 2010 Census ICC is essential for
assessing the success of the 2010 Census and planning for the 2020
Census.
The 2010 Census ICC also includes partnerships, the Census in
Schools effort, and other related outreach programs and activities to
the public. The Census Bureau partnership campaign involves the Census
Bureau partnering with state and local organizations, including
churches and social organizations, to help U.S. residents learn about
the Census, and be encouraged to participate by people they trust
rather than the government collecting the data. The Census in Schools
campaign is an effort to reach families through their school-age
children.
In the fall of 2008, after an open competition, the Census Bureau
awarded a contract to the National Opinion Research Center (NORC) at
the University of Chicago to conduct an evaluation of the 2010 Census
ICC. NORC is tasked with conducting an independent evaluation of the
integrated marketing communication campaign to determine if the
campaign is achieving its goals. The purpose of the evaluation is to
assess the impact of the entire campaign in addition to determining the
contribution of each of its components: Paid media/advertising,
partnerships, the Census in Schools program, and related outreach to
the public. NORC has developed an evaluation strategy to determine if
the following three goals were achieved by the 2010 Census ICC.
(1) Increased mail response;
(2) Reduced differential undercount; and
(3) Improved cooperation with enumerators.
NORC's evaluation of the effectiveness of the overall campaign also
involves assessing the extent to which the campaign moves people toward
the goal of responding to the census. This may consist of measuring the
effectiveness of specific messages for target audiences, measuring
increases in awareness of the census and changes in attitudes toward
the census (survey research), and measuring changes in intention to
return the census form and actual return of the form (survey research;
modeling). These are general measures of effectiveness, and when used
together, provide a good indicator of how well a campaign does in
support of the overall objectives.
NORC's evaluation will objectively measure whether campaign
strategies and tactics were effective in raising awareness, changing
attitudes and/or beliefs, and influencing behavior. In assessing the
overall effectiveness of the campaign, NORC will also identify and
measure the impact of key phenomena pertaining to the 2010 Census, but
outside the scope of the official ICP. This includes acknowledgement
and measurement of breaking events.
Finally, NORC will compare the knowledge, attitudes, and beliefs
about the Census held by Americans before, during, and after the 2010
Census ICC implementation with those held at similar points in time
relative to the Census 2000.
Populations of Interest: The Census Bureau and Draftfcb have
identified two classifications of the U.S. population that undergird
much of the design and implementation of the 2010 Census ICC. These two
classifications figure prominently in the sample design and analysis
plan for the 2010 Census ICP Evaluation. First, the Census Bureau has
identified five race/ethnicity populations of particular priority in
census outreach efforts. These are: Black Africans and African-
Americans, Hispanics of any race, Native Hawaiians and other Pacific
Islanders, American Indians and Alaska Natives, and Asians. In
addition, Draftfcb and the Census Bureau have devised an audience
segmentation that classifies all census tracts in the United States
into one of eight segments that share similar socioeconomic and other
demographic characteristics as well as propensity to complete the
census form. The eight audience segments are: Advantaged Homeowners,
All Around Average I, All Around Average II, Economically
Disadvantaged, Ethnic Enclave I, Single Unattached Mobiles,
Economically Disadvantaged II, and Ethnic Enclave II. The audience
segments provide the basis for 2010 Census ICC decisions regarding
resources, media selection, and tailored messages.
Evaluation Design
NORC's proposed evaluation design involves the following key
elements: conduct surveys of the general public based on probability
methods that combine cross-sectional, time-series samples with
longitudinal samples to maximize the statistical power of cross-
sectional estimates and change over time and in response to 2010 Census
ICC efforts. NORC will conduct hybrid (cross-sectional/longitudinal)
surveys with probability samples of United States households,
oversampling minority populations and other target segments, at three
points in time--[Wave 1] during the earliest phases of partnership
activity, in mid-2009 to assess baseline levels of all measures of
public attention and intentions that will be the focus of the 2010
Census ICC; [Wave 2] during the expected peak of 2010 Census ICC
activity from January through May 2010; and [Wave 3] during the post
mailout period from May through August 2010.
Exposure to components of the 2010 Census ICC will be estimated
using several data sources in addition to survey data. These data
sources will permit exploration of relationships between intensity of
campaign activity and changes in awareness, attitudes, and intentions
among the general public and key population subgroups. Data sources
will include ratings and impressions data for the paid advertising
campaign, and the Census Bureau's Integrated Campaign Partnership
Database (ICPD) data for measuring partnership activity. NORC also
plans to merge actual data on household participation in the 2010
Census with the survey records of households in the 2010 Census ICP
Evaluation survey sample for a more detailed and accurate record of
households' census participation, including mailback status,
cooperation with enumerators, and other indicators of census actions
regarding these households' 2010 participation. Each of these
alternative data sources will be essential in corroborating,
triangulating with, or providing alternative measures of exposure to
the self-reported campaign exposure measures collected through surveys.
NORC will collaborate with Census Bureau staff to compile
aggregate-level data on the 2010 Census ICC effort and Census results
to analyze the relationships between measures of planned and actual
2010 Census ICC activity (by component) and aggregate Census
participation results (mail response, enumerator response, non-
response) in 1990, 2000, and 2010 to
[[Page 9216]]
identify trends over time in target segments and for hard-to-count
areas.
To improve the ability of the NORC design to detect a relationship
between campaign exposure and response, there will also be
`observational case-control studies.' In these studies, additional
cases will be added in geographical areas selected as matched pairs.
These pairs will be similar on socio-demographic and psychosocial
characteristics but may be likely to experience planned or unplanned
variations in the implementation of 2010 Census ICC components. The
pairs will be determined during the course of the 2010 Census ICP
Evaluation using evidence gathered from Draftfcb strategy and
implementation, Waves 1 and 2 data from this evaluation, as well as the
ancillary data mentioned above. The objective is to compare public
exposure to the persuasive messages delivered through 2010 Census ICC
components and to measure the resulting differential impact (if any),
improving the clarity of the evidence for 2010 Census ICC effects.
Combining and interpreting results from multiple analytical
approaches will improve the capacity of the design to answer the key
evaluation questions concerning the impact of the 2010 Census ICC and
its components, and the return on investment of 2010 Census ICC
resources with respect to the three primary outcomes of interest. As
needed, qualitative data collection may further inform or illuminate
puzzles within the analysis activity.
Sample Selection
The 2010 Census ICP Evaluation data collection plan calls for 3,000
cases each in Waves 1 and 2, and 4,200 cases in Wave 3. Approximately
1,500 cases in each of Waves 2 and 3 will come from a longitudinal
panel of Wave 1 cases, while the remaining cases in the Wave will be
selected for the first time.
In Waves 1 and 2, equal numbers of cases will come from each of the
five race/ethnicity populations and the remaining non-targeted group.
The sample size of 500 per race/ethnicity group used in the 2000
Partnership and Marketing Program Evaluation (PMPE), the analogous
evaluation from the 2000 Census, resulted in design effects around 2.0
and standard errors of 3.2 percent (on a binary proportion of 50
percent). The same sample sizes are planned for the 2010 Census ICP
Evaluation. For Wave 3, the sample size will grow to 900 for each of
the three largest race/ethnicity groups (non-targeted, non-Hispanic
Black African and African-American, Hispanic of any race). This will
not only decrease the standard errors for this wave, but will also
permit selection of additional respondents into the sample to support
the observational study design described above.
The three largest race/ethnicity groups will be fielded together as
a core sample from a nationally representative sample of households
selected using NORC's 2000 National Frame. The three additional samples
are of sufficiently rare populations that they must be selected
separately.
Three Supplemental Samples
For the remaining three race/ethnicity populations, manipulating
the tracts and segments selected will not be sufficient to meet the
target sample sizes. Therefore, NORC will have to field independent
samples. Asian and Native Hawaiian samples can be drawn from addresses
in NORC's National Frame, but American Indian/Alaska Native reservation
samples will require fresh listing.
American Indians/Alaska Native (AIAN)
According to the 2000 Census, there were 3,420,171 persons living
in the United States that were non-Hispanic and AIAN (alone or in
combination with another race), and 998,199 living on the 651 U.S.
reservations (29.3 percent of the AIAN population). For cost-
efficiency, NORC will select Waves 1, 2, and 3 samples from 20
reservations out of the 283 reservations with at least 250 AIANs.
Asians
According to the 2000 Census, there were 11,266,934 persons in the
United States that were non-Hispanic and Asian (alone or in combination
with another race). Of these, 17.0 percent live in the five U.S. cities
with the largest Asian populations, and 29.3 percent live in the 40
cities with the largest Asian populations that also satisfy a density
of 10 percent. NORC will select Waves 1, 2, and 3 samples from 40
cities within its National Frame (some, like Fremont, CA, are not the
central city for a metropolitan statistical area).
Native Hawaiian and Pacific Islander (NHOPI)
According to the 2000 Census, there were 860,965 persons living in
the United States who were non-Hispanic and NHOPI (alone or in
combination with another race). Of these persons, 32.8 percent live in
the state of Hawaii, and 23.32 percent of Hawaii residents are NHOPI;
less than 1 percent of residents are NHOPI in all other states. The
state with the largest NHOPI population outside of Hawaii is
California, which contains 25.4 percent of U.S. NHOPIs, but only 0.64
percent of California residents are NHOPI. The state with the next
largest NHOPI population is Washington, which has 4.8 percent of U.S.
NHOPIs, but only 0.70 percent of Washington residents are NHOPI. NORC
will select Waves 1, 2, and 3 samples from all five counties in Hawaii.
The Census Bureau is discussing the sampling strategies for these
three supplemental samples with NORC and may propose an alternative
approach.
Analysis
The 2010 Census ICP Evaluation questionnaires will cover such
topics as: Demographics; general media use and other activities that
might lead to exposure to the 2010 Census ICC; knowledge, attitudes,
and beliefs about the Census; intent to participate; actions taken upon
receipt of the Census form or interactions with Census enumerators
(depending on the timing of the wave); and self-reported exposure to
2010 Census ICC activities, including unaided and aided awareness and
confirmed recall questions.
Analyses will include cross-sectional examinations of each wave's
data independently, as well as repeated cross-section and longitudinal
analyses across waves. By incorporating various other data sources,
NORC will be able to estimate campaign evaluation-style models for
assessing the impact of various components of the 2010 Census ICC.
Analyses will focus on the general public, the five hard-to-enumerate
groups, and the eight audience segments. For each of these sub-
populations, NORC will discuss the various research questions described
above.
II. Method of Collection
Pre-Testing of Survey Instruments
At least 75 percent of the questionnaire items for all three waves'
instruments have previously been administered in national surveys
cleared by Office of Management and Budget (OMB). Chiefly, the source
instruments are from the 2000 PMPE and the Census Barriers, Attitudes,
and Motivations Survey (fielded in 2008, by Macro International Inc.
for DraftFCB). Additional pre-testing of the proposed instruments will
be conducted under the generic OMB clearance provided to the Census
Bureau for CPEX data collection. All three draft questionnaires will be
pre-tested using cognitive interviewing techniques and then for
accuracy of timing estimates. Convenience sample respondents will
[[Page 9217]]
be recruited from the general public, the five hard-to-enumerate
populations identified as priorities by the Census Bureau, and the
eight `audience segments' defined at the census-tract level.
A key tool for improved quality of self-reported media exposure
data is the use of confirmed recall items in which respondents are not
only asked to report on ad viewing, but also on the details of the ad
content. This question type will be of great value in the Waves 2 and 3
questionnaires, when the paid advertising campaign will be in full
swing. Final advertisements will not be developed, however, until
closer to the time of campaign implementation. Specific questionnaire
items will be developed and pre-tested after final advertisements are
available for review. Templates of these question formats will be
submitted with the original OMB package, but specific questions will be
submitted to OMB for review after the formal clearance process has been
completed.
Survey Schedule
Three surveys are proposed:
------------------------------------------------------------------------
Sample size and
Wave [dates] composition Comments
------------------------------------------------------------------------
1 [Summer/Fall 2009].......... 3,000 evenly
distributed
across 6 race/
ethnic groups.
2 [January 10-May 15, 2010]... 3,000 evenly 1,500 cases (evenly
distributed distributed across
across 6 race/ race/ethnic groups)
ethnic groups. who completed Wave 1
as well.
3 [May 15-August 31, 2010].... 4,200, of which + 1,500 cases (evenly
3,000 evenly distributed across
distributed race/ethnic groups)
across 6 race/ who completed Wave 1
ethnic groups. (and possibly Wave
2) as well.
+ 1,200 cases in
selected sites for
`observational case
control'.
------------------------------------------------------------------------
Mixed-Mode Data Collection
NORC will employ an address-based sampling design that marries the
comprehensive coverage of address lists with the cost effectiveness of
telephone data collection. Through telephone number matching services
and advance letter requests to sampled addresses, NORC will begin the
data collection effort by telephone, expecting to obtain phone numbers
for approximately 60 percent of the selected sample. Cases will then
also be solicited for web completion, or completion by mail and by
paper-and-pencil Self-Administered Questionnaire. A sub-sample of all
cases not completed will be fielded in-person. Telephone interviewing
will make use of Computer-Assisted Telephone Interviewing technologies,
while in-person data collection will make use of paper and pencil
questionnaires. Telephone and in-person data collection will be
conducted in the languages of the 2010 census form: English, Spanish,
Chinese, Korean, Vietnamese and Russian.
III. Data
OMB Control Number: None.
Form Number: To be determined.
Type of Review: Regular submission.
Affected Public: Households.
Estimated Number of Respondents: 7,200.
Estimated Time per Response: 30 minutes.
Estimated Total Annual Burden Hours: 5,100.
2009: 1,500 hours (Wave 1).
2010: 3,600 hours (Waves 2 and 3).
Estimated Total Annual Cost: $0.
Respondent's Obligation: Voluntary.
Legal Authority: Title 13 U.S.C. 141 and 193.
IV. Request for Comments
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
(including hours and cost) of the proposed collection of information;
(c) ways to enhance the quality, utility, and clarity of the
information to be collected; and (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.
Comments submitted in response to this notice will be summarized
and/or included in the request for OMB approval of this information
collection; they also will become a matter of public record.
Dated: February 25, 2009.
Gwellnar Banks,
Management Analyst, Office of the Chief Information Officer.
[FR Doc. E9-4380 Filed 3-2-09; 8:45 am]
BILLING CODE 3510-07-P