Research on Educ. Materials for Older Consumers

Pass it On Evaluation Research
Individual Telephone Interviews
Moderators’ Instructions
September 2014

(Total time of interview call: 30 minutes)
I. Introduction: (5 minutes)
Interviewer outlines interview goals and gives assurance of confidentiality and
anonymity.
•

For general public seniors: Ask respondent to describe briefly their
current living situation (living in their own home? with a spouse? other
family members? in a senior residence? LTC? etc.) Do they have
much contact with other people their own age? In what context? Do
they ever participate in continuing education/senior education activities?

•

For professional eldercare constituencies: Ask respondent to describe
the nature of their work with senior/elder populations and the kind of a
facility or institution where they work (e.g., Senior Residence/Assistedliving facility/nursing home? local community center/church/school
where seniors attend classes and activities?) What age ranges do they
interact with?

II. Initial Response to Pass it On packet (15 minutes)
•

As with all stimulus-response testing, allow respondent to guide the
conversation. Begin by asking them to talk about the PIO packet in
any way they would like. Potential follow-up probes:
o What was their overall initial response to it? Do they like it or
not? Why?
o What did they first think when they saw it? Did their reaction
change at all as they read it/looked at it? Do they mention and
distinguish between ‘fact sheets’ and ‘bookmarks’ on their
own?
o Who do they think it was specifically intended for? What
ages/capability levels does it seem best suited to?
o Content: Did the content make sense to them? Was there
anything confusing? How clear and understandable was the
content?

o How do they distinguish between and describe:


Overall pamphlet package



Fact sheets



Bookmarks

o What were the parts that stood out to them as most important?
Most useful?
o Did they think anything was missing that should be there as
well?
o Design: Do they have anything to say about the design/about
the way it looks? The color choices? The visual elements?
Was it easy to read/font large enough?
o Would they share it with other people? Who might they share
it with?
o For professionals: Will they want to actively share/discuss the
packet with groups of seniors or just put it out for distribution
and allow people to pick one up if they are interested?
III. Follow-up to Initial Response: Reaction to themes from previous
research (10 minutes)
•

Does the packet seem at all condescending? Preachy? Does it tell
people things they already know? Does it talk down to people?

•

Does it give people things they can discuss with each other?

•

Does it encourage people to be more careful about participating in
possible frauds and scams? How?

•

Does it encourage people to help others to avoid frauds and scams?
How?

•

Do you feel this communication effort will be successful? Why?

•

Are there any things that do not work here? Are there specific areas
that were less interesting than others?

•

For professionals: At their place of work, will this be a useful
communication for helping with fraud prevention? Will they want to
order more from ftc.gov?

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•

For professionals: Does this fit their criteria when selecting or
adopting new educational programs for your senior populations?

•

Do they have any suggestions or requests for additional information
or communications?

Thank them very much for their time and valuable input.

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