Communities Putting Prevention to Work
National Prevention Media Initiative Focus Groups with Parents/Caregivers
List of Attachments to the HMTS Expedited Review Form
Attachment 1
Attachment 1a: Research Plan
Attachment 1b: Burden Hours and Distribution of Respondents
Attachment 2
Attachment 2: Eligibility Screener
Attachment 3
Attachment 3: Moderator’s Guide
Attachment 4
Attachment 4a: Informed Consent Form
Attachment 4b: Informed Consent Form: Participant Copy
Attachment 5
Attachment 1a: Research Plan
Communities Putting Prevention to Work
National Prevention Media Initiative Focus Groups with Parents/Caregivers
Background
The CDC Communities Putting Prevention to Work (CPPW) National Prevention Media Initiative supported 50 states and local grantees in their efforts to promote and institutionalize healthy behaviors related to obesity control and prevention, nutrition, physical activity, and tobacco control and prevention. Through CPPW, grantees implemented activities to support environmental change in their communities. CPPW sought to achieve broad-reaching, high-impact, and sustainable change to reduce chronic disease morbidity and mortality associated with obesity and tobacco use by working with grantee communities to develop and place local media buys using creative materials from an approved pool of content. CDC also partnered with the communities to undertake proactive media outreach activities resulting in earned media placements.
In order to test draft campaign materials for the CPPW initiative, formative research was planned with the following overarching objectives.
To elicit input from parents/caregivers on a brand identity/logo
To understand responses to CPPW messaging in print advertising, TV, and radio spots
To elicit reactions to a sample CPPW website homepage
To explore attitudes regarding promotion of policy, systems, and environmental change for healthy living in communities
Overview - 2010 Focus Groups/Triads
In August 2010, a total of 12 focus groups were conducted with parents/caregivers and 3 triads were conducted with community leaders. These discussion groups were convened in the following 3 CPPW-funded communities: Jefferson County, Alabama (South); Minneapolis, Minnesota (Mid-West); and Philadelphia, Pennsylvania (North East).
Objective: The objective of the focus groups was to generate and refine the elements of the proposed campaign brand and visual identity. In each group, participants reviewed:
two print ads (“Orange Soda” and “Nearest Neighborhood Park”);
three alternative logos (which were potential URLs for the project); and
sample CPPW media initiative website pages.
Focus Groups/Triads: Focus groups were conducted with parents/caregivers of young children (0–10 yrs.) and parents/caregivers of older children (11-18 yrs.) Triads were conducted with community leaders and activists.
In selecting these locations, the following criteria were considered:
Geographical distribution
Balance of larger and smaller communities
Focus on obesity or both obesity and tobacco
Diversity of population
State obesity prevalence rates
Availability of facilities
Recruitment: A market research company was retained to recruit participants for the focus groups and triads. FHI 360, in conjunction with CDC, developed a screening questionnaire designed to ensure that participants represented a mix of age ranges, income levels, and races/ethnicities reflective of the selected cities. In addition, recruitment targeted parents/caregivers who reported feeling overwhelmed.
Moderator’s Guide: Discussion questions elicited perspectives on challenges and opportunities in the respective communities, presented potential brand identities, and solicited feedback on print and digital design elements for the visual identity.
Proposed Research Plan for 2013 Focus Groups
Methodology and Research Design
FHI 360 proposes to revisit the 3 CPPW-funded communities: Philadelphia, PA, Minneapolis, MN, and Jefferson County (Birmingham), AL. These focus groups will replicate the same type of parent/caregiver respondents that participated in the 2010 discussion groups to assess what, if anything has changed in these communities as it relates to obesity since the CPPW Media Initiative. FHI 360 will retain the same market research company to recruit participants. In 2010 audience segments included parents/caregivers and community leaders. For the 2013 focus groups we will focus only on parents/caregivers because parents/caregivers continue to represent the core supporters of community and environmental change. Table 1 compares the 2010 discussion groups with the proposed 2013 focus groups.
Table 1: Comparison Table of the 2010 and 2013 Discussion Groups
|
2010 Discussion Groups |
2013 Focus Groups |
Audience Segment |
|
|
Site Selection |
|
|
Brand Identities/URLs |
|
N/A |
Concepts/ Ads |
|
|
Two groups will be convened for each audience segment in each city—12 groups total—selected from three communities with similar constituents, environmental challenges, or other key characteristics. Table 2illustrates the discussion group design.
Table 2: 2013 Focus Group Design
Audience Segment |
Jefferson County, Alabama |
Minneapolis, Minnesota |
Philadelphia, Pennsylvania |
Total |
Parents/ Caregivers of young children (0–10 yrs.) |
2 Groups (8 participants/group) |
2 Groups (8 participants/group) |
2 Groups (8 participants/group) |
6 Groups |
Parents/ Caregivers of older children (11-18 yrs.) |
2 Groups (8 participants/group) |
2 Groups (8 participants/group) |
2 Groups (8 participants/group) |
6 Groups |
Focus Groups with Parents/Caregivers
FHI 360 will use the same eligibility screener from the 2010 focus groups. The eligibility screener was designed in conjunction with CDC to ensure that participants represent a mix of age ranges, income levels, and races/ethnicities reflective of the selected cities. In addition, recruitment will target parents/caregivers who feel overwhelmed.
Parents/Caregivers
Parents/Caregivers of young children (0–10 yrs.)
Must be a parent or primary caregiver of at least two children not older than 10 years of age
Somewhat or very interested in healthy foods, physical activity, and preventing smoking tobacco use, as it relates to their children
Feel they do not have enough time in a day to attend to all their commitments and obligations
Comfortable sharing their opinions in a group setting
Parents/Caregivers of older children (11-18 yrs.)
Must be a parent or primary caregiver of two children not older than 18 years of age; at least one child must be 11 years of age or older
Somewhat or very interested in healthy foods, physical activity, and preventing smoking tobacco use, as it relates to their children
Feel they do not have enough time in a day to attend to all their commitments and obligations
Comfortable sharing their opinions in a group setting
Recruitment: The focus group facility will utilize their existing database to retrieve names of potential participants. Ten participants will be recruited to seat eight in each session. These individuals will be screened using the screening questionnaire through telephone interviews to ensure they meet the screening criteria. The facilities will submit their list of recruits for final acceptance of each participant. Participation will be strictly voluntary and based on informed consent. Prior to participating in the group discussion, respondents will be asked to read and sign a consent form. All participants who agree to participate in the focus groups will be given a copy of the consent form to retain for their records.
Focus Groups: We anticipate the focus groups will last no longer than 90 minutes. A professional moderator will facilitate the focus groups. The focus groups will be audio recorded and transcribed. CDC staff and other key representatives may observe the focus groups on site in an observation room and/or listen via telephone.
Moderator’s Guides: Discussion questions will elicit perspectives on challenges and opportunities in the respective communities related to obesity and solicit feedback on print materials. Specific domains include:
Perceptions regarding the prevalence of obesity and related issues in their community
Awareness of what their community has been/is doing related to obesity prevention
Perception of what obesity prevention efforts are now needed
Analysis and Report Writing: After receiving the transcripts of the focus groups, the data will be analyzed for the purpose of categorizing responses and of measuring the relative importance of respondent characteristics, attitudes, behaviors, and future plans. Upon completion of the research and analysis, a report will be produced, which will include the following components:
Overview of the research design
Summary of key findings and recommendations
Moderator’s guide and
Eligibility Screener.
Communities Putting Prevention to Work National Prevention Media Initiative Focus Groups with Parents/Caregivers
Type of Respondents |
Form Name |
Number of Respondents |
Number of Responses per Respondent |
Burden per Response (in hr) |
Total Burden (in hr) |
Parents/ Caregivers of young children (0–10 yrs.) |
Eligibility Screener |
60 |
1 |
5/60 |
5 hrs |
Moderator’s Guide |
48 |
1 |
90/60 |
72 hrs |
|
Parents/ Caregivers of older children (11-18 yrs.) |
Eligibility Screener |
60 |
1 |
5/60 |
5 hrs |
Moderator’s Guide |
48 |
1 |
90/60 |
72 hrs |
|
TOTAL |
|
154 hrs |
Distribution of Respondents
Audience Segment |
Type of Respondent |
Jefferson County, Alabama |
Minneapolis, Minnesota |
Philadelphia, Pennsylvania |
Total Number of Groups |
Total Participants |
Parents/ Caregivers of young children (0–10 yrs.) |
Eligibility Screener Only Participant |
2 Groups (2 participants/ group) |
2 Groups (2 participants/ group) |
2 Groups (2 participants/ group) |
6 |
12 |
Focus Group Participant |
2 Groups (8 participants/ group) |
2 Groups (8 participants/ group) |
2 Groups (8 participants/ group) |
48 |
||
Parents/ Caregivers of older children (11-18 yrs.) |
Eligibility Screener Only Participant |
2 Groups (2 participants/ group) |
2 Groups (2 participants/ group) |
2 Groups (2 participants/ group) |
6 |
12 |
Focus Group Participant |
2 Groups (8 participants/ group) |
2 Groups (8 participants/ group) |
2 Groups (8 participants/ group) |
48 |
||
TOTAL |
|
40 Participants |
40 Participants |
40 Participants |
12 |
120 |
File Type | application/msword |
Author | mjones-bell |
Last Modified By | mjones-bell |
File Modified | 2013-05-30 |
File Created | 2013-05-21 |