[Federal Register Volume 70, Number 187 (Wednesday, September 28, 2005)]
[Notices]
[Pages 56623-56624]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 05-19308]


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DEPARTMENT OF AGRICULTURE

Economic Research Service


Notice of Intent To Seek Approval To Collect Information

AGENCY: Economic Research Service, USDA.

ACTION: Notice and request for comments.

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SUMMARY: In accordance with the Paperwork Reduction Act of 1995 (Pub. 
L. 104-13) and Office of Management and Budget (OMB) regulations at 5 
CFR part 1320 (60 FR 44978, August 29, 1995), this notice announces the 
Economic Research Service's (ERS) intention to request approval for a 
new information collection from the U.S. population. The study will 
collect data on consumers' food purchase decisions, consumers' 
knowledge of food safety and nutrition, and how safety and nutrition 
information is influencing purchase decisions. The information will be 
collected four times a year, about once per quarter.

DATES: Comments on this notice must be received by December 2, 2005 to 
be assured of consideration.

ADDRESSES: Requests for additional information concerning this notice 
should be directed to Abebayehu Tegene, Food Markets Branch, Food and 
Rural Economics Division, Economic Research Service, U.S. Department of 
Agriculture, 1800 M St., NW., Washington, DC 20036-5831. Submit 
electronic comments to [email protected].

SUPPLEMENTARY INFORMATION:
    Title: Rapid Consumer Response Survey.
    OMB Number: Not yet assigned.
    Expiration Date: Three years from date of issuance.
    Type of Request: Approval for a new collection of information to be 
administered by AC Nielsen.
    Abstract: The Economic Research Service (ERS), as the lead economic 
research arm of the U.S. Department of Agriculture, has the 
responsibility to conduct economic research supporting the mission of 
the Department. This responsibility includes conducting research and 
providing information to Department officials on economic issues 
related to food safety, nutrition and health (including factors related 
to food choices), expenditure and consumption patterns at and away from 
home, food prices, food assistance programs, nutrition education, and 
food industry structure.
    USDA faces many demands where information about consumer behavior 
is necessary. However, there are few sources of such data. These 
sources, such as the National Health and Nutrition Examination Survey 
(NHANES), are based on large-scale surveys. Large-scale surveys often 
take several years for planning, surveying, and data management. 
Consequently, data are a few years old when released. Policies guided 
by market conditions have to contend with the fact that markets may 
change quickly as consumers respond to emerging food safety issues or 
new nutrition messages.
    To make best use of the large-scale surveys, researchers must be 
able to forecast important issues, sorting out which are transitory and 
which are more permanent. To better assess issues of importance to 
consumers and to agriculture, a pilot survey is being proposed that 
will address topical issues in consumer behavior. Each quarter a panel 
of consumers will be asked about one important issue they face. With 
this focused approach, knowledge will be gained about how to ask 
questions about safety, nutrition, and other issues without alarming 
consumers or guiding consumers' responses.
    The quarterly surveys will be administered by AC Nielsen, a private 
data management and survey firm, to members of a pre-recruited panel of 
participants. The survey is to be completed online using the Internet. 
Administering the survey through the Internet will reduce the burden on 
respondents because the survey can be answered more quickly by computer 
than over the phone or in person, and because respondents can complete 
the survey at a time convenient to them. The panel participants have 
already provided AC Nielsen with household and personal characteristics 
such as family income, education, ethnicity, household composition, and 
region where they live. Thus, this information will not have to be 
obtained for the surveys. They also report all grocery purchases, 
including produce, meats and other random weight products, through the 
use of scanners that have been placed in their homes. By using the AC 
Nielsen panel of consumers, research can be conducted that links stated 
positions with actual market behavior. So, even if the panel members 
may not be representative of the U.S. population, the survey will give 
insight into how new issues influence markets. Such knowledge will help 
guide the design of large-scale surveys, and help sort out what issues 
ought to be addressed in this venue. The information gained from this 
pilot study will help researchers formulate their

[[Page 56624]]

hypotheses and provide key indicators on consumers' attitude or 
perception on dietary and safety issues.
    Although ERS plans to have four surveys per year, unanticipated 
events, such as unforeseen food safety incidents, or large swings in 
sales volume, prices, or quantities of major food products, may demand 
out-of-cycle surveys be conducted to keep information current. For 
similar reasons, topics for future surveys cannot be determined with 
certainty.
    Estimate of Burden: The reporting burden on each respondent 
completing a quarterly survey is estimated to be 7 minutes. Each 
quarterly survey will have 12-14 questions.
    Respondents: The panel completing each survey is composed of 
consumers who have already been recruited by AC Nielsen and agree to 
report all grocery purchases and participate in several surveys through 
the Internet.
    Estimated Number of Respondents: The sample size for AC Nielsen's 
online Internet survey is 6,600 respondents.
    Estimated Total Burden on Respondents: 770 hours (7 minutes per 
survey x 6,600 respondents) for each quarterly survey. The annual 
burden for four surveys totals 3,080 hours.
    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 will 
have practical utility; (b) the accuracy of the Agency's estimate of 
the burden of the proposed collection of information, including the 
validity of the methodology and assumptions used; (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 
those who are to respond, including the use of appropriate automated, 
electronic, mechanical, or other technology. Comments should be sent to 
the address stated in the preamble. All responses to this notice will 
be summarized and included in the request for Office of Management and 
Budget (OMB) approval. All comments will also become a matter of public 
record.

    Dated: September 19, 2005.
Susan E. Offutt,
Administrator, Economic Research Service, USDA.
[FR Doc. 05-19308 Filed 9-27-05; 8:45 am]
BILLING CODE 3410-18-P