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SOCIAL RESEARCH ASSIGNMENT

MR Case

Understanding the contraceptive usage

Submitted to: Submitted by:

Av Surya Shilpi Rai (09502917)

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RESEARCH OBJECTIVE:

The broad objective of the research is to promote the usage of modern contraceptivemethods and conducting communication programs to generate demand for the

contraceptive in tribal areas of India.

To launch flagship family planning (FP) social marketing activities. For this themarketing and communication strategies would be tested in rural areas within 3 districts

each in the states of Rajasthan, Bihar and Chhattisgarh to pilot social marketing activities.

TARGET AUDIENCE

From the three different districts of three states target group would be as follows:

Married Women: Married women in the age range of 13-49 years would be the firsttarget because in the rural areas of India child and early marriages are common. We can

seek information about their perception, attitude and behavior towards the usage of

contraceptives and the barriers they face for the usage of contraceptives.

Aganbadi Centers: We can also collect information from women employed in theAganbadi centers. Women living in rural areas are in direct contact with these employees

and hence are comfortable in sharing information with these women rather than someonenew coming and asking them about usage of modern contraceptives

Doctors: The third target group would be the doctors working in the maternity ward inthe government & private hospitals. We can get information such as number of

pregnancies, no of abortions and number of people seeking information about

contraceptives.

Frontline health workers/pharmacists: The fourth target group is the people who aredistributing the products to the local people living in the remote areas. We can seek

information from them. They can provide unbiased information needed for the research.

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RESEARCH DESIGN

For this study we can conduct descriptive research to get an idea about the usage of modern

contraceptives, ease of access to the contraceptive products, information related to the selling

and distribution of the products in rural and remote areas of the states. The research would be

similar to conducting Audience research in the selected areas. The target group here in this

research is specific so we need to gather information about their attitudes, knowledge, interests,

preferences, or behaviors with respect to prevention issues. We can define segments which can

be based on various grouping strategies, such as race and ethnicity, age, education. The research

would help us to develop a descriptive, rich understanding and insight into individuals' beliefs,

concerns, motivations, lifestyles, culture, behaviors, and preferences.

In the initial stages of program development, exploratory audience research can be used to

learn about potential audiences and the types of incentives and barriers that the audiences

perceive exist to the use of modern contraceptives, as well as which incentives and barriers might

be addressed effectively by a communications effort. In addition to this, information often is

obtained about the audience's preferred channels or formats of communication, respected or

credible sources of information, and other issues that program planners may be considering. We

can gain insight into what and how people think and feel about the usage of contraceptives.

Since, communication campaigns and product distribution is already happening by the

state governments in the selected areas. Audience research also can be used to assess the impact

of the communications programs going on at different districts in the three states. In this research

we will be testing the target audience and seeking information concerning awareness of the

message, the exposure to or use of the products, or the intention to change behavior.

In the remote areas people are not educated especially girls and women and they hardly

have any exposure to the mass media. Education and access to the mass media are the two

factors which are very important developmental indicators that bear a highly significant positive

relationship with usage of modern contraceptives.

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Most villagers do not own a radio or a television, and access to media is limited for all

but the wealthiest families; media access has positively correlated with contraceptive use in

India, as has education of women. Women's lack of correct knowledge regarding mechanisms

and side-effects directly affected the risks that they perceived in using the temporary methods

they know about. These perceptions were largely formed by the experiences other women related

to them, which, in turn, were colored by misunderstandings. Sales of contraceptive products

would increase only when people would be aware about the positive effects of the product.

People are lacking in education so social learning process can be used to educate women about

contraception: by training other women in the community to teach them. Those women who had

lived in urban areas, who were literate, and who had attended secondary school were often

looked up to by other women in the community to teach them. In order to provide the

information about the modern contraceptive products we an conduct in-depth and focus group

interviews.

The data points to visualise the finding are:

Socio demographic characteristics of women: This would tell us about the age group,their status whether they are married, widowed or divorced, education level, and year of

marriage, no of children, marital duration, religion, child surviving and standard of living.

Sales of contraceptive products: Data related to the sales and distribution of thecontraceptive products can be collected from the frontline distributors, pharmacists, &

doctors working in the government and private hospitals. If the overall sales of these

products have increased after the marketing activity we can say the campaign is

successful.

Awareness and utilization of modern contraceptive methods by the women: Wewould get to know about the exposure to or use of the products, or the intention to change

behavior. We will get data related to the current users of modern or those who wants to

use them in the future. The most frequent reason for not using contraceptives was fear of

side effects

Change in number of pregnancy cases: We can get the data from the nursing homeabout the change in number of pregnancy cases before and after the campaign. If the

number has decreased then the campaign is successful.

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