Replication data for: El Salvador/Guatemala/Nicaragua (2008): Researching Perceptions of Women on Intra-Uterine Dispositive (IUD) and Family Planning in Central America

Designing the concept for a social marketing activity requires familiarity with the target audience and the context in which behavior change takes place. The purpose of this study is to provide information that will be used to develop the brand, message or campaign personality for: (a) positioning Intra-Uterine Dispositive (IUD) as the preferred method of family planning among women of low socio-economic status (SES) who live in urban and peripheral areas of Guatemala City, San Salvador and Managua. PASMO seeks to gain in-depth understanding of two main aspects. 1. What leads current users of contraception to choose their current method (disaggregating the analysis between women who are using any other method different from IUD and those who are using IUD)? 2. What makes non-users already with two or more children to postpone or not to use family planning at all and to want more children?

开展社会营销活动的概念设计，需充分熟悉目标受众与行为改变发生的场景语境。本研究旨在提供相关信息，用于打造品牌、宣传话术或活动调性，以达成以下目标：（a）将宫内节育器（Intra-Uterine Dispositive，IUD）定位为居住在危地马拉城、圣萨尔瓦多与马那瓜城区及边缘地带的低社会经济地位（SES）女性群体的首选计划生育方式。
PASMO旨在深入探究两大核心议题：
1. 促使当前避孕工具使用者选择其正在使用的避孕方式的动因是什么？（需针对两类人群拆分开展分析：一类为未使用宫内节育器的女性，另一类为正在使用宫内节育器的女性）
2. 已育有两名及以上子女的非避孕使用者，选择推迟避孕甚至完全不采取计划生育措施，并希望生育更多子女的原因是什么？