Malawi (2010): TRaC study assessing the use of modern contraceptives methods accessed through the private sector by women in urban and peri-urban areas of Malawi . Round 1.

MCHIP and PSI/Malawi propose to conduct a baseline survey for its Private Sector Family Planning Program among women of reproductive age (15-49) in the areas the program is implementing its activities. The findings will help PSI/Malawi's marketing and communication department to develop communication materials and campaigns to address behavioural determinants as described in PSI'™s social marketing framework. The framework describes th e social marketing research process and identifies key concepts important for designing and evaluating social marketing interventions. Specifically, the framework uses opportunity, ability, and motivation (OAM) indicators to describe the factors that influence a targeted behavior. These OAM indicators are used to create a set of standardized tables that are used for segmenting populations, monitoring behavioral trends and evaluating program effectiveness. In addition, these results will also help in providing stakeholder information needs in terms of intervention performance and advocacy to expand access to contraceptives through the private sector as appropriate. Current research in Malawi is geared towards accessibility and uptake of FP commodities largely through the public sector, but little is known about the role the private sector can play in providing FP services. Objectives of the study Identify key behavioral determinants and population characteristics that are significantly correlated with use of modern contraceptive methods accessed through the private sector. Design future program interventions in the private sector and communication activities The survey achieves the above objectives through measuring the following key behavioral indicators and determinants. Key behavioral indicators: Proportion of women of reproductive age (15-49) who report using oral contraceptives obtained through the private sector. Proportion of women of reproductive age (15-49) who report using injectable contraceptives obtained through the private sector. Proportion of women of reproductive age (15-49) who don'™t want to have a child right now but have had sex over the last year and don'™t use modern contraception who believe that they are at risk of an unintended pregnancy. ƒProportion of women of reproductive age (15-49) who believe that modern family planning methods are safe. Proportion of women of reproductive age (15-49) who believe that modern family planning methods are effective.

MCHIP与PSI/马拉维拟在其私营部门计划生育项目（Private Sector Family Planning Program）的实施区域内，针对育龄期（15-49岁）女性开展基线调查。本调查结果将助力PSI/马拉维的营销与传播部门开发传播材料及宣传活动，以针对性应对PSI社会营销框架（social marketing framework）中提及的行为决定因素。该框架阐述了社会营销研究流程，并明确了设计与评估社会营销干预措施的关键概念。具体而言，该框架采用机会、能力与动机（Opportunity, Ability, Motivation，OAM）指标，用以描述影响目标行为的各类因素。这些OAM指标被用于构建一系列标准化表格，以实现人群细分、行为趋势监测及项目效果评估。此外，本次调查结果还可满足利益相关方的信息需求，包括干预措施执行情况评估，以及酌情通过私营部门扩大避孕药具可及性的宣传倡导工作。当前马拉维的相关研究主要聚焦于通过公共部门获取计划生育药具的可及性与采用率，但针对私营部门在提供避孕服务中可发挥的作用仍知之甚少。

本研究的目标为：
1. 明确与通过私营部门获取的现代避孕方法（modern contraceptive methods）使用情况显著相关的关键行为决定因素与人群特征；
2. 为私营部门的未来项目干预及传播活动提供设计依据。

本次调查通过测量以下关键行为指标与决定因素来达成上述目标：
1. 报告使用通过私营部门获取的口服避孕药的育龄期（15-49岁）女性占比；
2. 报告使用通过私营部门获取的注射避孕药的育龄期（15-49岁）女性占比；
3. 近一年内存在性行为、未使用现代避孕措施且当前无生育意愿，并认为自身存在非意愿妊娠风险的育龄期（15-49岁）女性占比；
4. 认为现代避孕方法安全的育龄期（15-49岁）女性占比；
5. 认为现代避孕方法有效的育龄期（15-49岁）女性占比。