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EVALUATION OF A BOLIVIAN RADIO BROADCASTING CAMPAIGN: 'FOR STRONGER AND HEALTHIER CHILDREN'
Unformatted Document Text:  Bolivian Media Campaign: For Stronger and Healthier Children 3 questionnaires were excluded because the respondent did not meet the inclusion criteria for the study or the interview was interrupted. The final size of the sample for each NGO is shown in Table 1. Table 1. Sample Distribution by Department and NGO PROCOSI/LINKAGES DEPARTMENT/STATE NGO PROGRAM CONTROL LA PAZ PLAN ALTIPLANO 21 22 ORURO APROSAR 44 41 CARITAS 19 9 POTOSI CARE 15 15 COCHABAMBA PCI 26 31 TARIJA CARE 19 18 SANTA CRUZ CEPAC 25 18 BENI CARITAS (Guayaramerin) 28 0 TOTAL 197 154 2. Instrument Design and Variables The questionnaire had five sections. The first section asked respondents for general information such as the child’s age, verification of the age through appropriate documentation, whether the respondent was pregnant, availability of or access to a radio, frequency of radio listening, and language most frequently spoken at home. The second section asked about radio listening habits such as the most convenient time of day for listening to the radio and what radio stations and programs the respondents preferred. The third section collected information about behaviors and practices related to breastfeeding and complementary feeding including TIBF, EBF, the age at which breastfeeding stopped and the reasons why breastfeeding stopped. This section also probed respondents on the extent to which they practiced exclusive breastfeeding and LAM. Interviewers also asked about use of alternative pregnancy prevention methods and the degree to which respondents had confidence in LAM as a family planning option. The fourth section of the questionnaire tapped respondents’ level of knowledge regarding TIBF, EBF, and LAM as well as complementary feeding practices. The questionnaire was also designed to determine the source of respondents’ knowledge. The fifth section of the questionnaire dealt with information on respondent’s recall of the radio messages. Recall of the radio spots was measured in two ways using aided and unaided recall questions. The unaided recall question asked if respondents had heard advice on the radio about feeding their young child. If the response was “yes,” they were asked to describe what they heard. This open-ended question was coded and respondents who gave an answer that correctly described a PROCOSI/LINKAGES message were counted as having positive unaided recall. To measure aided recall, respondents were first asked to listen to 10 seconds of music from the introduction of the “Abuela Juana” drama series. If they recognized the music, they were categorized as recalling the series. If they did not recognize the music, the interviewer probed further by giving a brief description of the Abuela Juana drama series and asking if they recognized it. Aided recall questions were then asked for the four message specific testimonial spots (6-10 minutes) examined in the evaluation, by simply asking respondents if they recognized the series based on brief verbal descriptions. These spots are Felicia, Flor, Rosaria, and Julieta. If the respondent recognized the descriptions, the respondents were coded as having positive aided recall. Finally, the instrument collected demographic data on the target audience such as age in years, marital status, level of education, current occupation and language in which the interview was held. Once the instrument was designed, a pre-test with technical staff was conducted at the community level resulting in minor adjustments. The pretest helped verify the degree to which questions were clearly

Authors: Maxwell, Kimberly., Borwanker, Reena. and Gonzalez Yucra, Oscar.
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Bolivian Media Campaign: For Stronger and Healthier Children
3
questionnaires were excluded because the respondent did not meet the inclusion criteria for the study or
the interview was interrupted. The final size of the sample for each NGO is shown in Table 1.

Table 1. Sample Distribution by Department and NGO
PROCOSI/LINKAGES
DEPARTMENT/STATE
NGO
PROGRAM
CONTROL
LA PAZ
PLAN ALTIPLANO
21
22
ORURO APROSAR
44 41
CARITAS 19
9
POTOSI
CARE 15
15
COCHABAMBA PCI
26
31
TARIJA CARE
19 18
SANTA CRUZ
CEPAC
25
18
BENI CARITAS
(Guayaramerin) 28
0
TOTAL
197
154
2. Instrument Design and Variables
The questionnaire had five sections. The first section asked respondents for general information such as
the child’s age, verification of the age through appropriate documentation, whether the respondent was
pregnant, availability of or access to a radio, frequency of radio listening, and language most frequently
spoken at home. The second section asked about radio listening habits such as the most convenient time
of day for listening to the radio and what radio stations and programs the respondents preferred. The third
section collected information about behaviors and practices related to breastfeeding and complementary
feeding including TIBF, EBF, the age at which breastfeeding stopped and the reasons why breastfeeding
stopped. This section also probed respondents on the extent to which they practiced exclusive
breastfeeding and LAM. Interviewers also asked about use of alternative pregnancy prevention methods
and the degree to which respondents had confidence in LAM as a family planning option. The fourth
section of the questionnaire tapped respondents’ level of knowledge regarding TIBF, EBF, and LAM as
well as complementary feeding practices. The questionnaire was also designed to determine the source
of respondents’ knowledge. The fifth section of the questionnaire dealt with information on respondent’s
recall of the radio messages.

Recall of the radio spots was measured in two ways using aided and unaided recall questions. The
unaided recall question asked if respondents had heard advice on the radio about feeding their young
child. If the response was “yes,” they were asked to describe what they heard. This open-ended question
was coded and respondents who gave an answer that correctly described a PROCOSI/LINKAGES
message were counted as having positive unaided recall. To measure aided recall, respondents were first
asked to listen to 10 seconds of music from the introduction of the “Abuela Juana” drama series. If they
recognized the music, they were categorized as recalling the series. If they did not recognize the music,
the interviewer probed further by giving a brief description of the Abuela Juana drama series and asking if
they recognized it. Aided recall questions were then asked for the four message specific testimonial spots
(6-10 minutes) examined in the evaluation, by simply asking respondents if they recognized the series
based on brief verbal descriptions. These spots are Felicia, Flor, Rosaria, and Julieta. If the respondent
recognized the descriptions, the respondents were coded as having positive aided recall. Finally, the
instrument collected demographic data on the target audience such as age in years, marital status, level of
education, current occupation and language in which the interview was held.
Once the instrument was designed, a pre-test with technical staff was conducted at the community level
resulting in minor adjustments. The pretest helped verify the degree to which questions were clearly


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