FY2020 Econ Focus Groups Moderator Guide and Participant

focus groups
date

September 24, 2019

topic

Census Bureau Economic Surveys

re

FY2020 Focus Group Research

Census Economic Surveys
FY2020 Known Respondent Focus Groups
Moderator’s Guide – FOR OMB SUBMISSION
I. Welcome and Introductions (10 minutes)
Purpose of meeting
•

We are going to talk about some of the information requests from the Federal, State
and Local governments that businesses receive today – and specifically about surveys
from the U.S. Census Bureau. We are going to talk about your experiences and get
your opinions about these different requests. Let me assure you once that this is not a
sales meeting of any kind. I don’t have anything to sell you. This is a form of
research conducted with members of the local business community, and all I’m
interested in are your opinions.

About this focus group session:
•

Form of market research, not selling anything

•

Discussion will last about 2 hours

•

Audio/video Recording

•

One-way mirror; associates viewing, notes may come in

•

All comments will be kept anonymous and confidential

•

Have courage of convictions; don’t let group sway you

•

No right or wrong answers, only your opinion

•

Don’t have to raise hands; but speak one at a time

•

Work for independent market research company

•

Turn off cell phones

GRAFIK | 625 N. Washington St., Ste 302, Alexandria, VA 22314 | T 703.299.4500 F 703.299.5999

grafik.com

Participant Introductions:
•

First name only. DO NOT reveal last name.

•

Type of business DO NOT reveal company name.
− Note: As directed by Census Bureau Policy Office – Participants will
sign consent forms asking them not to share what was discussed in
groups.

•

Years in business

•

Number of employees

•

Ice breaker

II. Government Reporting (20 minutes)
1. Does your company receive surveys from government agencies asking for
information about your business?
a. What types of surveys?
b. How many surveys does your company respond to each month?
c. What is your role in responding? Do you handle these requests personally or
delegate response? Do you involve others inside your company or external,
e.g. accountant? Why?
d. How do you decide which surveys to respond to? Listen for but don’t prompt
voluntary vs. mandatory.
e. How do you typically respond to these surveys – online, mail, telephone, fax?
f. Is it important to respond to these surveys? Why or why not?
g. What are the biggest barriers to responding?
2. Does your company receive business surveys from the U.S. Census Bureau? From
the Department of Commerce? Listen for awareness of which surveys are received
-- all participants will be known respondents.
a. How many surveys do you receive?
b. What kind of information is your company asked to provide in these surveys?

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 2

grafik.com

c. Are these surveys typically easy or difficult to fill out? How so? What is it
about them that is particularly easy or difficult?
Listen for statements about “we don’t keep our records that way.” Probe:
How so? Listen for level/amount of detail requested, unclear
language/terminology, having to make judgments about what we’re asking for
relative to their records, how they go about resolving the mismatches.

III. Aligning Census Surveys with Company Financial Reports (10 minutes)
3. What types of financial reports are created for your company (i.e. payroll, sales,
expenses, external reporting)?
a. How often (i.e. weekly, monthly)?
b. At what detail (i.e. by state, physical location, product)?
c. Do you have direct access to the all the information needed to create those
reports or do you need involve others? If so, who?
4. When you receive a government survey, can you typically provide the requested
information right from your company’s financial reports, or do you have to
manipulate the data to respond?
a. How much manipulation is required? Please provide details/examples.

IV. Census Survey Structure (20 minutes)
5. Many companies have different operations that are categorized in different
industries – for example an auto repair shop that also sells gasoline. Does this type
of structure apply to your company?
a. Are company financial records and reports set up this way – different accounts
for different industries or different areas of your company?
6. The Census Bureau currently conducts business surveys by industry – so if you’re
an auto repair shop that also sells gasoline, you would receive two different
questionnaires, one for auto repair (service) and one for gasoline (retail). Show
sample forms with examples of industry-specific questions.

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 3

grafik.com

a. What do you think about this industry-based method of collecting data? Is this a
good way to ask for company information? Why or why not?
7. Census is considering changing the structure of surveys to be topic-based – so
instead starting with a series of specific questions by industry, they would start with
topics at the top company level – so total revenue across the entire company, total
expenses across the entire company, and then ask for details. Show sample forms.
a. What are your thoughts/reactions to this survey framework that starts by asking
with topic-based questions?
b. How does this compare to the current framework that starts with industryspecific questions? Compare sample forms.
c. Would this topic-based approach make response easier for a company? Why or
why not?
d. Which approach is better aligned with the way companies keep records and run
their financial reports?

V. Use of the Data (15 minutes)
8.

Do you know why your company is receiving these surveys and being asked for
their information – what the data is used for?

9.

Does your company use economic data provided by the government or other
sources? If yes, how do you use it?

10. What is the difference between data from government sources and data you get
online, e.g. from a Google search? Do you use it differently?
11. Are you aware that the results of the survey and economic data from the Census
Bureau is available for your business to use? Online and free of charge?
12. We’re now going to show you a video talks about Census Bureau data and these
topics we’ve just discussed. Show “James/Economic Surveys” video.

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 4

grafik.com

a. What is your overall reaction to this video?
b. What information or key messages did you take away?
c. Do you think it will make people more motivated to respond to Census
Bureau surveys? Why or why not?
d. Do you think it will change people’s impressions of the Census Bureau? If so,
how?
e. This video would primarily be viewed online. Where would you expect to
see it?
f. Would you make any changes to the video – to make it more effective for
encouraging survey response?

VI. Receiving Multiple Surveys (15 minutes)
13.

If you were going to receive multiple surveys, would you want to receive them
all at once, in one mailing packet – or would you want to receive them one at a
time? Show sample mailing packets.
Probe introduction letter, change in recipients, instructions to access surveys.

14.

Should multiple surveys all have the same due date or should due dates be
staggered?
a. Why? What factors determine when you’re best able to provide information?
Probe: Fiscal year, tax preparation, etc.

15. Census may also send a flyer or brochure with information about your survey.
Show sample brochure.
a. Should this be included in the same mailing packet or sent separately? In
advance?
b. Would you prefer to receive a brochure like this electronically? Why or why
not?

VII. Census Respondent Portal (15 minutes)
Most of you have been through the process of responding to a Census Bureau survey
online. We’d like to get some feedback about your experience.

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 5

grafik.com

16.

Your Census Online Account – After setting up your account for online
reporting, should Census send you additional instructions and information about
your survey at the email address you provided? Show sample image from
Respondent Portal.

a. What kinds of information would you be most interested in receiving, e.g.
data products, submission confirmations, due date reminders, survey
instructions?
b. Show email samples

17. Census Surveys Dashboard – Your Surveys Dashboard gives you access to all
Census surveys you are participating in in one place. Is this helpful to you? Why
or why not? Show sample image from Respondent Portal.

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 6

grafik.com

a. If the Dashboard included banners with information about economic data
product releases, would you click for more information? What other
information would you expect to see?
b. Show sample Dashboard with banners.

18. Survey Preview – When you went through the online reporting process, did you
download a preview of your survey? Was this sufficient to help you prepare your
response? Show sample image from Respondent Portal.

VIII. Reasons to Respond (10 minutes)
19. We’re now going to show you another video that talks about survey response.
Show “Reasons to Respond” video.

a.

What is your overall reaction to this video?

b.

What information or key messages did you take away?

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 7

grafik.com

c.

Do you think it will make people more motivated to respond to Census
Bureau surveys? Why or why not?

d.

Do you think it will change impressions of the Census Bureau? If so, how?

e.

This video would primarily be viewed online. Where would you expect to
see it?

f.

Would you make any changes to the video – to make it more effective for
encouraging survey response?

IX. Wrap Up (5 minutes)
20. After today’s discussion have your impressions of the U.S. Census Bureau
changed? If so, how?
21. If you had to pick one thing from today’s discussion that most influenced your
willingness to respond to Census Bureau surveys, what would that be?
THANK YOU!

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 8

grafik.com

Participant Screener – FOR OMB SUBMISSION
Summary Information:
RESPONDENT'S NAME: _______________________________________________________
COMPANY NAME: ____________________________________________________________
ADDRESS: _____________________________________________________________________
CITY: __________________________________ STATE: ____________ ZIP: _____________
TELEPHONE NUMBER: (

) _____________________________________________

EMAIL: _____________________________________________
FOCUS GROUP CITY: ________________________________
DATE OF GROUP: _______________ TIME OF GROUP: (Circle one) 6pm/8pm
INTERVIEWER: ________________________ DATE RECRUITED: ________________

Recruitment Questionnaire:
(ASK TO SPEAK TO THE NAMED PERSON ON LIST, WHO IS RESPONSIBLE FOR
COMPLETING BUSINESS INFORMATION SURVEYS FOR THE FEDERAL GOVERNMENT.)
(READ:) Hello, my name is ________________from ____________. We're conducting a short survey
among the business community on behalf of the U.S. Census Bureau and I'd like to ask you a few
questions. This is not a sales call of any kind. This is a public opinion survey that will take less than five
minutes.
A.

(RECORD GENDER. DO NOT ASK.)
01
Male
 GET A MIX
02
Female

B.

(RECORD SAMPLE SOURCE/COMPANY SIZE. DO NOT ASK.)
01
SU-S (Single unit – Single survey)
02
SU-M (Single unit – Multiple surveys)
03
MU-S (Multi unit – Single survey)
04
MU-S (Multi-unit – Multiple surveys)
05
MU-L (Large)
06
Economic Indicators

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 9

grafik.com

C.

(RECORD FROM SAMPLE: ANY LISTED SURVEYS. DO NOT ASK.)
__________



__________

__________

__________

__________

RECRUITING WILL TARGET PRE-DETERMINED MIX OF COMPANY SIZES
AND PARTICIPATION IN DIFFERENT CENSUS SURVEYS ACROSS GROUPS.

1. First of all, are you the person in your firm responsible for completing government requests for
business information? (READ LIST.)
01
02

Yes
No




CONTINUE
ASK TO SPEAK TO THAT PERSON AND BEGIN BY
READING INTRODUCTION.

1A. Which statement best describes your role in completing government requests for business
information?
01
02
03

You compile the information and complete request yourself
You along with others in your firm compile the information and complete request
You have overall responsibility of submitting the request, but you assign others to actually
compile the information

2. How long have you been employed in your current position? (READ LIST.)
01
02

Three years or less
More than three years.




ACCEPT NO MORE THAN 3 PER GROUP
CONTINUE

3. Is this the headquarters location for your company?
01
02

Yes
No




CONTINUE
THANK AND TERMINATE

4. How many employees work at your location? (READ LIST.)
01
02
03
04
05

Less than 5
5 to 19
20 to 149
150 to 299
300 or more

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 10

grafik.com

5. What is the type or nature of your business? That is, what does your company do? (PROBE
AND CLARIFY.)



RECRUITING WILL TARGET PRE-DETERMINED MIX OF INDUSTRY
CATEGORIES ACROSS GROUPS.

6. Is your business involved primarily in providing any of the following: (READ LIST. IF "YES,
THANK & TERMINATE.)
YES
NO
In advertising, marketing research or public relations?
01
02
– NOTE: IF YES TO ANY, THANK & TERMINATE.–
7. When, if ever, was the last time that you participated in a market research group discussion or focus
group?
01
02
03

Within the past 6 months
More than 6 months ago
Never





CONTINUE
CONTINUE
CONTINUE

8. Do you consider yourself...?
01
02
03
04
05
99

White
Black/African American
Native American or Alaskan Native
Asian
Native Hawaiian or Pacific Islander
Decline to Answer

TRY TO GET A MIX

INVITE QUALIFIED RESPONDENT TO GROUP.
We are conducting a group discussion among local area business professionals such as yourself on behalf
of the U.S. Census Bureau regarding their reactions to the business information surveys required by the
Federal Government. Please be assured that this will not be a sales meeting. It is a part of a market
research study. We think that you will find the discussion very interesting and we'd very much like to
include your opinions.

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 11

grafik.com

Group A

6:00 pm

Group B

8:00 pm

The discussion is scheduled for DATE at TIME pm at LOCATION. You will be provided $75 for
attending as a token of our appreciation for your time and opinions. This discussion will last about 2 hours
and refreshments will be served.
Will you be able to attend?
01
02

Yes
No




CONTINUE
THANK AND TERMINATE

Also, so that I may send you a reminder and confirmation with directions, may I please have your email?
Or if you prefer I can send you a letter to your mailing address including zip code. (PLACE ALL
INFORMATION ON FRONT OF SCREENER)
To repeat, the group is scheduled for: DATE at TIME pm at LOCATION. If for some reason you are
unable to attend, please call us immediately so we can invite another participant. We are only inviting a
small number of people to the discussion.

September 24, 2019 | FY2020 Focus Groups | Census Economic Surveys | 12

grafik.com