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  • Title: Another first in the Eastern Caribbean.
    Journal: Soc Mark Update; 1984; 4(1):5-6. PubMed ID: 12266159.
    Abstract:
    The Caribbean Contraceptive Social Marketing project (CCSMP), organized under the Barbados Family Planning Association, is scheduled to launch products in 3 Eastern Caribbean countries during February 1984. It is the 1st regional experiment in CSM and now also will be the 1st program to include from the outset systematic monitoring designed to assess changes in consumer purchasing behavior during the 1st year as well as to identify socio-demographic characteristics of actual project consumers. Project research will include 4 rounds of data collection in each of the CCSMP countries. It is designed to serve 2 important functions: monitoring -- to ascertain the reach of the advertising campaign, the reaction of the target market to the messages, and consumer behavior early in the campaign; and evaluation -- to ascertain CSM project effect on overall levels of contraceptive use and/or user preference for source of contraceptives after the project has been operational for 12 months. To accomplish the monitoring function, 2 intercept surveys will be conducted in the capitals of each of the countries. The evaluation function will be accomplished by conducting a baseline and a 12-month benchmark household survey in each capital among 500 women in the 15-44 age group. The data collection questionnaires for both functions have been designed in a simple, straightforward manner so that coding, processing, and analysis can occur without unnecessary delays. The final results are expected to have direct implications for the Ministries of Health involved, as well as for family planning associations and other organizations in the region that sponsor contraceptive distribution systems.
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