[Federal Register Volume 75, Number 249 (Wednesday, December 29, 2010)]
[Notices]
[Pages 81965-81966]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 2010-32743]


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DEPARTMENT OF COMMERCE

Census Bureau


Proposed Information Collection; Comment Request; Census 
Barriers, Attitudes, and Motivators Survey (CBAMS) II

AGENCY: U.S. Census Bureau.

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, Public Law 104-13 (44 U.S.C. 
3506(c)(2)(A)).

DATES: To ensure consideration, written comments must be submitted on 
or before February 28, 2011.

ADDRESSES: Direct all written comments to Diana Hynek, Departmental 
Paperwork Clearance Officer, Department of Commerce, Room 6616, 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(s) and instructions 
should be directed to Monica Wroblewski at 301.763.8813 or by e-mail to 
[email protected].

SUPPLEMENTARY INFORMATION:

I. Abstract

    The U.S. Census Bureau, in collaboration with a primary contractor 
and 14 subcontractors, created hundreds of advertisements in 28 
different languages as part of the 2010 Census Integrated 
Communications Campaign. This effort was part of the Census Bureau's 
integrated approach to communications activities for the 2010 Census, 
combining advertising, partnerships, public relations, Census in 
Schools, Road Tour, and digital media with the Census Bureau's internal 
operations.
    The Census 2010 Publicity Office (C2PO) conducted a series of 
qualitative, quantitative, attitudinal, and behavioral research 
initiatives to serve as a foundation for the 2010 Census Integrated 
Communications Program. Research results informed and validated 
marketing decisions throughout the entire campaign. C2PO researched all 
elements of the campaign across audiences to ensure that the messaging 
resonated with the targeted communities.
    The Census Barriers, Attitudes, and Motivators Survey (CBAMS), 
formerly known as the Census Participation Survey, was a cornerstone 
research effort for developing messages that would resonate and 
motivate participation. CBAMS included over 4,000 in-depth interviews: 
about 3,000 by phone and another 1,000 in person to ensure coverage in 
areas that were linguistically, culturally or geographically hard-to-
reach as well as areas without phone service (one of the ``hard-to-
count'' factors). The CBAMS sample was probabilistic so that it would 
be representative of the nation, with oversamples in hard-to-count 
populations; data collection for CBAMS occurred in July and August 
2008. This survey measured previous Census participation, attitudes 
towards the Census, knowledge of the purpose of the Census, potential 
motivators and barriers to Census participation, reactions to potential 
messages, media consumption, and demographic information.
    Analysis of CBAMS data enhanced the cluster segmentation by 
providing much needed, up-to-date insight into how the target audiences 
feel about the Census, and why they may or may not participate, to help 
us develop appropriate messages to address these mindsets. CBAMS 
revealed five distinct mindsets among the population that varied in 
their knowledge of and attitudes toward the Census: Leading Edge, Head 
Nodders, Insulated, Unacquainted, and Cynical Fifth. While there are 
different cultural contexts that emerged, these mindsets exist 
throughout the population, regardless of race or ethnicity.
    CBAMS II will first replicate, to the extent practicable, the first 
CBAMS to determine the extent to which mindsets about the Census have 
changed over time. However, CBAMS II will also be expanded to 
investigate why non-responders did not mail back their Census forms and 
to collect additional information to gain further insights into 
particular mindsets, such as the Cynical

[[Page 81966]]

Fifth. In addition, CBAMS II will result in a survey tool--a limited 
set of questions--that can be used in follow-on research studies to 
identify the likely segment of a survey respondent. Also, the survey 
will probe further into respondents' views about the use of 
Administrative Records and other data sources to get a complete count 
of the population without direct interviews.

II. Method of Collection

    CBAMS II will be administered to a sample of adults. Most 
interviews will be selected through random-digit-dialing and 
administered via Computer Assisted Telephone Interviewing (CATI), while 
a small portion of the interviews will be conducted in-person. The CATI 
interviews will be conducted on both landline and cellular telephones. 
The cellular phone sample is designed to reach the young, unattached, 
mobile population, while the in-person interviews target hard-to-count 
populations including linguistically isolated Hispanics and Asians, 
American Indians on reservations, and the rural, economically 
disadvantaged population.

III. Data

    OMB Control Number: 0607-0947.
    Form Number: N/A.
    Type of Review: Reinstatement of an expired collection.
    Affected Public: Individuals.
    Estimated Number of Respondents: 4,200.
    Estimated Time per Response: 25 minutes.
    Estimated Total Annual Burden Hours: 1,750.
    Estimated Total Annual Cost: There is no cost to the respondent 
other than their time.
    Respondent's Obligation: Voluntary.
    Legal Authority: Title 13 U.S.C. Section 141.

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: December 23, 2010.
Glenna Mickelson,
Management Analyst, Office of the Chief Information Officer.
[FR Doc. 2010-32743 Filed 12-28-10; 8:45 am]
BILLING CODE 3510-07-P