[Federal Register Volume 73, Number 62 (Monday, March 31, 2008)]
[Notices]
[Pages 16836-16837]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: E8-6487]


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DEPARTMENT OF COMMERCE

International Trade Administration


Proposed Information Collection; Comment Request; U.S. Commercial 
Service Brand Analysis and Strategy Survey

AGENCY: International Trade Administration, Department of Commerce.

ACTION: Notice.

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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 30, 2008.

ADDRESSES: Direct all written comments to Diana Hynek, Departmental 
Paperwork Clearance Officer, Department of Commerce, Room 6625, 14th 
and Constitution Avenue, NW., Washington, DC 20230 (or via the Internet 
at [email protected]).

FOR FURTHER INFORMATION CONTACT: Requests for additional information or 
copies of the information collection instrument and instructions should 
be directed to Jennifer Kirsch; Phone: 202-482-5449; Fax: 202-482-5362; 
E-mail: [email protected].

SUPPLEMENTARY INFORMATION:

I. Abstract

    Expanding U.S. exports is a national priority essential to 
improving U.S. trade performance. The Department of Commerce (DOC) 
International Trade Administration (ITA) U.S. Commercial Service (CS) 
serves as the key U.S. government agency responsible for promoting 
exports of goods and services from the United States, particularly by 
small- and medium-sized enterprises, and assisting U.S. exporters in 
their dealings with foreign governments. The Government Performance and 
Results Act of 1993 and the President's Management Agenda Fiscal Year 
2002 mandate CS to improve program performance and achieve better 
results for the American people. In accordance with these mandates, the 
CS needs to address the weaknesses and opportunities for improvement 
identified by the Office of Management and Budget's 2003 Program 
Assessment Rating Tool (PART). To address these weaknesses and 
opportunities, to remain relevant to the marketplace, and to meet the 
objective of ``broadening and deepening'' the U.S. exporter base, the 
CS must increase its market penetration. To increase market 
penetration, U.S. companies have to (1) know about the CS and then (2) 
choose to work with the CS. Currently, there is no research available 
about CS awareness or purchasing behavior. The customer satisfaction 
and net promoter metrics that the CS have are only tied to existing 
customers and do not provide insights on how to increase market 
penetration and how to appeal to prospective customers. Implementing 
four new metrics: awareness, consideration, transaction, and loyalty, 
will provide the CS with the data it needs to provide a baseline for 
the CS brand and benchmark the CS against other organizations.
    The CS has contracted with The Research Associates (TRA) to conduct 
surveys to understand awareness levels of the CS among U.S. companies 
and purchasing behaviors of U.S.

[[Page 16837]]

companies. By understanding the attitudes and behaviors of U.S. 
companies regarding awareness and purchasing behaviors, the CS can 
increase awareness of the CS among customers and prospective customers; 
influence non-customers to consider working with the CS, encourage 
customers and prospective customers to buy from the CS, and create 
loyalty among these customers.

II. Method of Collection

    Firms will be recruited via the telephone using lists obtained from 
third party vendors. Data collection will be conducted via a telephone 
survey and/or e-mail survey.

III. Data

    OMB Control Number: None.
    Form Number(s): None.
    Type of Review: Regular submission.
    Affected Public: Business or other for-profit organizations.
    Estimated Number of Respondents: 400.
    Estimated Time per Response: 15 minutes.
    Estimated Total Annual Burden Hours: 100.
    Estimated Total Annual Cost to Public: $0.

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: March 25, 2008.
Gwellnar Banks,
Management Analyst, Office of the Chief Information Officer.
 [FR Doc. E8-6487 Filed 3-28-08; 8:45 am]
BILLING CODE 3510-FP-P