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KAP SURVEYS

KAP SURVEYS. Purpose of KAP survey. Media market Trusted sources G round truth assumptions Barriers/Benefits to behavior change. S egment campaign TA Stages of Behavior Change continuum. Purpose of KAP survey. Baseline - SMART objectives Assess campaign Next steps.

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KAP SURVEYS

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  1. KAP SURVEYS

  2. Purpose of KAP survey • Media market • Trusted sources • Ground truth assumptions • Barriers/Benefits to behavior change. • Segment campaign TA • Stages of Behavior Change continuum

  3. Purpose of KAP survey • Baseline - SMART objectives • Assess campaign • Next steps. • Comparability of data set • Exposure • Attribute impact to Pride campaign.

  4. Where do the results go? • Results section Appendix H4 (p39-83 Lola) • KAP section of Monitoring plan (SMART objectives) Monitoring plan excel spreadsheet • Audience profile Understanding our audience B5(see template plan) • Flagship species & local ambassadorExecutive summary (A2) • Public consultation

  5. Segmenting the audience and analyzing data in Survey pro Summarizing data in results section per TA Filling in monitoring plan for KAP & setting SMART objectives Summarizing strategic data in audience profile Selecting data and format and presenting at public consultation Flagship sp & Ambassador to exec. summary SEQUENCE of KAP analysis

  6. What should the results section cover? • Independent variables • Trusted sources and media channels • Stages of behavior • Knowledge • Attitude & self efficacy • Interpersonal Communication • Behavior and practice • Barriers and benefits to behavior change • Exposure • Ground truthing (incl. flagship sp & climate change)

  7. How to summarize results ? • Tables • Insert graphs remember to label them  • Do not just follow template base summary on your survey and data • Highlight interesting results  (p39-83 Lola)

  8. Example of summary in table (p39-83 Lola)

  9. Celebrity/Soap Star/Entertainer Preferences Example of how to highlight a result It was apparent that Robin Padilla was the most popular with 34% of the responses.

  10. KAP section of Monitoring Plan Monitoring BR BC TR Monitoring CR KAP survey Monitoring Cohort ToC

  11. KAP section of Monitoring plan

  12. KAP section of Monitoring plan

  13. KAP section of Monitoring plan

  14. KAP section of Monitoring plan

  15. Audience Profile • In General / What do we know about this group? • Knowledge • Attitude • Practice • Trusted sources • Media sources • Any other relevant information • Comments (template plan & p84-86 Lola)

  16. Example from audience profile Trusted sources fishers • The most trustworthy groups for Fishers are the Religious Leaders, Friends or Family. • All officials are not thought of as particularly trustworthy for environmental information. • TV, Radio and Newspapers, Magazine are only considered “Somewhat trustworthy”.

  17. Example from audience profile Media preferences fishers • Radio: 33% of Fishers never listen to the radio, 33% listen up to 3 days a week, the favorite station is DYRD, and the most popular time is before 6.00am or between 6.01am – 10.00am. • Fishers said that Tagalog Love Melodies are their most liked (25%) media type. 58% did not like Dramas, 83% did not like Puppet Shows and 67% did not like Locally produced videos.

  18. Flagship species and ambassador Executive summary • Flagship species common name • Flagship species scientific name • Flagship species details (<200 words)Brief description and why it was chosen • Campaign ambassadorBrief description of who the person is and why they were chosen • Cohort ambassador

  19. Purpose of public consultation Crissy’s session

  20. EXERCISE Selecting KAP data for public consultation • Split into groups of 4 (10 Min) • Browse through results and audience profile in Lola (p 49-86) • Underline any data that you think is particularly interesting (5 Min) • Decide as a team on 5 KAP results that you think would be strategic to present at a public consultation and why (1 min) • Share with everyone three results you want to present and why

  21. Setting SMART objectives

  22. Purpose of SMART objectives • Focus • Motivation • Assess and demonstrate success • Adaptive management

  23. % or pp ? Fishers who say the MPA size is “just right”

  24. The potential for change for different types of objectives across the Theory of Change It is easier to change knowledge and generate conversations than to change attitudes and behaviors. Historic Pride campaign average results – summary till 2010

  25. SMART Objectives: What is Realistic? Module 2, Unit 5, Session 2

  26. The potential of change for different types of audiences Selective perception (Hassinger) plays a role – people who don’t “want” to know somehow don’t seem to learn. • Selective perception • The critical mass phenomenon / social norms

  27. The potential of change for different baselines According to Diffusions of Innovation the Rate of Change Depends on the Starting Point Laggards – 16% The Late Majority – 34% Early Adopters – 13.5% The Early Majority – 34% Innovators – 2.5% Source: Everett Rogers, graph from Wikipedia.org

  28. PEP1 results – Madagascar

  29. By October 2010 K –89% of pirogue owners are aware of local Dina (up from 71% in March 2009; 18pp increase) A – 97% of local leaders believe they are the ones responsible for Dina enforcement (up from 88% in March 2009; 9pp increase) IC – 83% of local leaders have talked to someone about no longer using beach seine fishing (up from 33% in March 2009; 50pp increase)

  30. By October 2010 IC – 43% of pirogue owners have talked to someone about no longer using beach seine fishing (up from 13% in March 2009; 30pp increase) BC - 28% of pirogue owners have warned any lawbreakers with respect to poison or seine fishing (up from 11% in March 2009; 17pp increase) BC - 48% of leaders who say they have helped in Dina enforcement (up from 11% in March 2009; 27pp increase) BC – The number of fishermen who beach seine has gone down from 26 to 18.

  31. Some BR results • 28 cases of dina infraction reported • 7 cases fined (1 fined by the Mayor) • 20 cases discussed and warned • 8 beach seine net owners have left their net or changed their methods (including the Mayor) • Involvement of fisheries department and the Mayor

  32. PEP1 results – Guam

  33. PEP1 results – Fiji

  34. PEP1 results - Thailand

  35. PEP1 results - Lao

  36. PEP1 results – Mongolia WWF

  37. Penablanca Philippines campaign

  38. Historic data summary

  39. Cohort ToC targets • K - By Year 1 the percentage of the populationaware and clear on the benefits of the MPA is greater than>55% in the village nearest to the MPA and greater than 25% for the whole town • K - By Year 2 indicator 1 of the Eco Gov CCEF MPA rating system (MPA concept explained and accepted) • K - By Year 3, 90% of village and 60% of the town are aware of the MPA and its benefits

  40. Cohort ToC targets A - Attitudes and knowledge towards municipal MPAs shift towards supporting the MPA and viewing it as an asset as measured by community surveys: • by year 1, 60 % • by year 2, 90 % • By year 3 significant pride in the MPA is generated and it is seen as an integral part of the community

  41. Cohort ToC targets BR/BC • Enforcement of reported incursions into the MPA increase to 90% within 2 years 8. • Local community members join in (a) annual monitoring surveys which track trends within the MPAs and (b) management committee general assemblies • Achieve indicators 13 and 24 of the Eco Gov CCEF MPA rating system within 2 years. (Regular participatory biophysical monitoring being conducted; Enforcement activities initiated) BC • Reported intrusions from intelligence information passing to the management committee increase by 60% by year 2

  42. Cohort ToC targets TR • The majority (target: >80%) of continued intrusions after year 1 come from outsider fishers (not from local community) • 90% decrease in intrusions from adjacent village community members into the MPA by year 2 • 90% decrease in illegal and destructive fishing within 500 meters from MPA boundaries by year 2 and 99% reduction by year 5

  43. Setting SMART objectives • Inspiring • Realistic

  44. KAP Survey TOP TIPS • Planning & rolling out survey • Community Based Monitoring System (CBMS) map ; from MPDO • Shortening surveys: check survey repetition & which questions to ask TA • Work with Barangay captains • Enumerator training • Motivation trip  • Community enumerators • Have an ID “We are making history” Our opinion matters”

  45. KAP Survey TOP TIPS • Encoding • Dry run • Change the structure of the open ended questions before encoding • Encoders who are willing to work evening/night shifts. Don’t try and do all the encoding yourself: get some help! • Be strategic about the order in which you encode (and also survey) the target audiences start by encoding fishers and the local community (TA1 &TA2) • Write the corresponding form number in Survey pro on the paper survey

  46. Exercises

  47. Segmenting the audience and analyzing data in Survey pro Summarizing data in results section per TA Filling in monitoring plan for KAP & setting SMART objectives Summarizing strategic data in audience profile Selecting data and format and presenting at public consultation SEQUENCE of KAP analysis

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