Research Plan
Panabo City Pride Campaign
GIRLEY S. GUMANAO
Conservation Fellow, Philippines2 Cohort
October 2012
TABLE OF CONTENTS
Background4
Geographic Scope4
Methodology6
Qualitative Data Collection9
Observational Research9
Focus Groups10
In-Depth Interview11
Quantitative Data Collection13
KAP surveys13
MPA Governance and Management22
Monitoring 23
Data Analysis30
Qualitative 30
Quantitative31
References44
LIST OF FIGURES
1 Map of Panabo City 4
2 Map Coastal barangays of Panabo City 5
3 Results Chain 15
LIST OF TABLES
1 Data collection high level overview plus timeline6
and decision framework
2 Steps for focus group discussions and expected 11
completion dates
3 Specific steps for in-depth interviews and expected 12
completion dates
4 Sampling Design for the Target Audience 14
5 Survey Planning Table 16
6 Draft SMART Objectives and Survey Questions 15
7 Steps to achieve SMART Objectives for TWG23
8 Steps to achieve SMART Objectives for ManCom 22
9 Steps to achieve SMART Objectives for Enforcement Team 24
10 SMART Objectives to be measured with non-KAP 26
Survey Metrics
11 Steps in Establishing Local Monitoring Team 29
12 Potential Research Challenges 30
LIST OF APPENDICES
A. Research and Planning Timeline31
B. In-Depth Interview Guide35
C. Focus Group Guide 38
D. Enumerators Training Agenda 40
E. Observational Research 41
Background
Panabo city being part of the Davao Gulf, is one of the priority areas for marine biodiversity conservation of the Sulu-Sulawesi Marine Eco-region (WWF, 2003). It is among the major fishing grounds in the Philippines (Munoz, 2004). However, it is one of the heavily exploited areas in the country (Green et al., 2003). As such, an effective conservation strategy is imperative in this site. Hence, the Rare, a global conservation movement selected Panabo City as one of 14 Pride Campaign sites in the Philippines for sustainable fishing. The Pride Campaignfor Panabo City is a two-year intensive marketing and outreach campaign designed to change behaviors of local fishers threatening the marine species in the Cagangohan Fish Sanctuary. Its strategic framework is anchored on the Theory of Change (ToC) to come up with the desired conservation target “Improved Marine Habitats and Fish Stocks”. The Pride campaign will be done by a local conservationist, Conservation Fellow from the Davao del Norte State College (DNSC) trained by Rare and supported by its agency and Strategic Partner, Local Government Unit of Panabo City.
To have an impactful pride campaign, baseline information is needed. Hence, this research will be conductedin the first 7.5 months of the campaign to triangulate the nature of local fishers of Panabo City particularly in Cagangohan and its neighboring barangays. The outputs of the research will be used to design an effective strategy of the pride campaign, determine the validity of the assumptions and monitor and evaluate the impact of the campaign. As such, both qualitative and quantitative data collection technique will be used. The 11 important research questions adopted by CMP (2007) will be answered in order to design an effective and impact-oriented Pride Campaign. The first 7of the 11 research questions (Table 1) are qualitative in nature and they involve understanding personal motivations, feelings and values of the fishers. Thisdata collection technique will provide information on the target audience segmentation, concept model, results chain, SMART objectives and social marketing aspect of the pride campaign. Meanwhile, the remaining 4 of the 11 research questions (Table 1) deals with the quantitative data collection. These are needed to measure the impact of the Pride campaign including threat reduction and barrier removal effectiveness as they allow rigorous testing of the Campaign’s Theory of Change (ToC).
Geographic Scope
The research will be conducted at Panabo City, Davao del Norte, Philippines. The city lies between the two (2) bustling cities of Tagum and Davao City. It lies on latitude of 125º to 44” North and longitude of 7˚, 14” and 7˚ and 23” East. It is bounded on the North-East and North-West by the Municipality of Carmen, on the South-West by Davao Gulf and on the West by Davao City. (Fig. 1). It is politically subdivided to 40 barangays and 4 of which are coastal.
Theresearch will be done in the four coastal barangays namely J.P. Laurel, Cagangohan, San Pedro and San Vicente (Fig 2). Although the focal marine protected area (MPA) is located in barangay Cagangohan, the adjacent coastal communities will be covered as fishers are not only confined to their respective barangays but will move within the municipal waters or beyond wherever the resources will be most abundant and accessible.
Methodology
Both qualitative and quantitative methods will be used to address the 11 research questions and will inform specific campaign decisions at key points during the Pride process. The specific research question targeted to the local fishers, the data collection technique, when it is expected to be collected, and how it influences key campaign decisions are shown below (Table 1.). The details of the research and planning timeline is attached (Appendix A).
Table 1. Data collection high level overview plus timeline and decision framework
GeneralResearch question / Panabo City questions / Data collection type / When collected / Campaign decision affected
1.Why is the target
audience carrying
out their current
behavior(s)? / Why are the fishers intruding and illegally fishing inside the
Cagangohan FishSanctuary / Qualitative:
Observational, in-depth
Interviews,
and/or Focus Groups / Pre-Work
Planning
Phase / Audience
Segmentation
Marketing Mix (5Ps)
Creative Brief
2.Are there multiple
audiences that need to change their behavior(s)? / Who are these fishers intrudingand illegally fishing?Are they behaving differently? / Qualitative: Observational Research, in-depth
Interviews
and/or Focus
Groups / Pre-work;
Planning
Phase / Barrier Removal
Strategies
Product (5Ps)
Price (5Ps)
Audience
Segmentation
Marketing Mix
3.Are there audiences that have major influence over your
primary audience
(i.e. key influencers)? / Are there any person/s that have major influence over the behavior/s(intrusions and illegal fishing)
of fishers? / Qualitative: Observational Research, in-depth
Interviews and/or Focus
Groups / Planning
Phase / Qualitative Survey
Question Revision
Audience Segmentation
Marketing Mix
4.What does your
target audience(s)
perceive as the barrier(s) to taking on the new behavior(s)? / What are the perceived barriers for fishers to stop intruding and fishingillegally inside the MPA? / Qualitative: Observational Research, in-depth
Interviews and/or Focus
Groups / Planning
Phase / Target Individuals for campaign outreach and Support
Community
Mobilization
Promotion (5Ps)
5.What does your
target audience(s)
perceive as the
benefit(s) in carrying out the new behavior(s)? / What are the perceived benefits for fishers to stop intruding and fishing illegally inside the MPA? / Qualitative: in-depth
Interviews and/or Focus
Groups / Planning
Phase / Benefits exchange
definition
Price (5Ps)
Refined KAP surveys
Message Development
6.What information
source(s) do the
target audience(s)
look to when it
comes to the target behavior? / What information source(s) do Fishers rely on for informing their behaviour decision-making? / Qualitative: in-depth
Interviews
and/or Focus Groups / Planning
Phase / Placement and
Position (5Ps)
Message Development
7. Who does the target audience(s) trust as an information source? / Who do the Fishers trust for the following information?
1.MPA Regulations
and Penalties
2. Fishing practices / Qualitative: in-depth
Interviews
and/or Focus Groups / Planning
Phase / Placement and
Position (5Ps)
Message Development
8. What is the current state of Knowledge,
Attitudes, and
Practice (and Stageof Behavior Change)for the target audience(s) and how has that shifted inresponse to Pride? / What is the current state
of KAP amongst fishers and how has that shifted in response to the Pride campaign? / Quantitative: KAP
survey
Pre/Post
campaign
surveys / (Planning
Phase and
Implementation
Phase) / Material development
Pre/Post
Impact
Assessment
(KAP Survey)
9.What evidence do we have that barrier removal is working? / What evidence is there that the fishers know and oriented on MPA rules and regulations and penalties?
What evidence is there that the fishers know through trainings the procedures of reporting MPA infractions and illegal fishing? / Quantitative:
Number of
Fishers who have been trained/oriented on MPA rules and regulations and procedure of reporting MPA infractions and illegal fishing? / Monthly monitoring
until the
end of
campaign / Barrier removal
effectiveness tracking
Impact Assessment
10.What evidence do we have that target audience(s) are adopting the new behaviour(s)? / What evidence do we have that the fishers stop intruding and illegal fishingin Cagangohan FishSanctuary?
What evidence do we have that the fishers participate in MPA related activities and report MPA infractions? / Quantitative: KAP
Survey Behaviour -
Number of fishers who stop intruding the MPA and participating MPA management / Pre/post
campaign
surveys;
monthly / Impact Assessment
on BC
11.What are the long-term effects on Threat Reduction and Conservation Result objectives? / What evidence do we have that MPA intrusion is decreasing and live coral cover and fish biomass are increasing? / Quantitative: TR – Number of
intrusion inside the MPA decreases, Number of illegal fishing decreases; Biological Surveys: LIT-LHC and FVC for fish biomass / TR –
monthly
up to 5
years; CR
pre/post, 5
years / Impact Assessment on
TR/CR
Qualitative Data Collection
A study of adult Fishers will be done in the four coastal Barangays of PanaboCity
City using qualitative survey to answer the seven (7) of the 11 important researchquestions to find out why the Fishers think or do something the way they do. This will be done through Observational Research, Focus Groups and In-depth Interviews to understand what are the local fishers’ “real and perceived” needs may be (e.g. personal motivations, feelings and values). Knowing what will motivate fishers to care about the Fish Sanctuary and support the change will require listening of the emotional and rational side of the conservation problem. After having asked for the consent of fishers, the data will be recorded using various documentation techniques such tape recorder, comprehensive notes, and external observations. Results obtained will help producedmodified Concept Model, Audience Segmentation, Results Chains, SMART Objectives and Theory of Change in preparation for quantitative data collection. Later this data will be used in determining Barriers and Benefits to Behavior Change, Marketing Mix and Creative Brief.
.
Observational Research
An observational research “ A day in the Life of a fisher”was conducted on August 25, 2012 to understand the issue froma local fisher’s points of view to find out the reason “why”he thinks or do something the way he does (Appendix E). The approaches included identification and recruitment of a fisher to observe, creation of observational guide, actual observation and visit, recording findings and analysis. During the recruitment, the researcher explained the purpose of the research, duration and procedure. It was emphasized that he will be observed but he can still proceed with his routinary activities in a natural setting. During the visit, the observer used the observational guide and followed the fisher being his shadow for 24 hours where he watchedhis actions, conversations and learned how he and his family live in his home and in his working area. The observer occasionally asked questions to clarify a particular behaviorand write down her observations.
The researcher finds out that a full time fisher “JR” whose life revolves around fishing for more than 35 years now as this is the only means of living that he knew. He goes out fishing in 4-5 hours in barangay Cagangohanusing apush net “sud-sud”, where he catches shrimps, crabs and smallfishes from a shallowseagrass and sandy areas. He is awareof the location and MPA rules and regulations but he does not participate in MPA activities. He believes that fishing is the only means to support his family but he does not fish in the sanctuary as his fishing gear is not suitable for coral area. He said some fishers “hook and liners” are observed fishing inside the MPA where marker buoys are destroyed.
The results confirmed that there are intrusions in the sanctuary but types of fishing gear used by fishers will help identify who are the potential MPA intruders and non-intruders. Hence, there are multiple TAs to be considered. This is good basis for audience segmentation in the conduct of FGD and In-depth interview.
Focus groups
Prior to the Pride Campaign, another qualitative research, Focus group will be conducted on the 4th week of November 2012. This is an open-ended group interaction wherea small number of fishers (8-10) interact with the moderator and the group interact between group members to elicit information and insights in response to carefully designed focus group guide (Appendix C).The conversations provide composite representation of all the Fishers to understand the benefit exchange that may be required to effect sustained behaviour change. The data will be used to refine the results chains and the quantitative survey (questionnaire) that will be used to sample a larger group.
There we will be 8-10 individuals for each focus group in order to maximize the range of characteristics captured in the focus group. They will be invited by the local leader but the following key characteristics of the fishers which differentiate individuals within the groupwhich is assumed to influence threat reduction and barriers to behaviour change will be considered namely: Fishers range of ages (young, middle-aged and older); Fisher(s) whose families have a long history of fishing at Panabo City; Fisher(s) who are relatively new to fishing at Panabo City; Fishers from each of the 4 coastal barangays of Panabo City (if possible); Fisher(s) whose livelihood are solely dependent on fishing; Fisher(s) who livelihood is partly dependent on mariculture park; Fisher(s) whose gears are reef dependent or non-reef dependent.
Each focus group discussion will be done in barangay Cagangohan which will take between 60-90 minutes. I will moderate each group (or in some cases may use a trained moderator). A skilled note taker will document the proceedings of the focus group, so that I can focus on guiding the conversation.Initially, one focus group will be conducted. However, a separate focus groups will be conducted if the fishers differs in gender, ethnicity and socio-economic status.
Table 2. Steps for focus group discussions and expected completion dates
Research Steps for Focus Group Discussions / Responsible Organization/Person / Expected completion date
- Coordinate with concerned authorities
- Identify the participants and documenter
- Identify and confirm suitable venue for the discussion
- Create questions for FGD and develop the script
- Invite the local fishers who will participate in the FGD and confirm their attendance
- Prepare logistics
- Recorder
- Notebook
- Camera
- Attendance Sheet
2012
- Conduct FGD,
- Transcribe notes, write and analyze the summary
- Finalize concept model, results chain and SMART objectives
In-depth interviews
In-depth interviews is one on one process in gathering a detailed information from the respondent fisher by the interviewer to explore his thoughts, feelings and behaviors or want to know more about the issues in-depth from the respondent. After the conduct ofFGD, 2 in-depth interviews will be conducted on the 1st and 2nd week of December 2012 with at least 2 respondents from the group of fishers in the focus group. This will be done in a convenient place where the respondent will not be interrupted to get an honest and reliable answers. The interview will lasts for 45-60 minutes and the approached will be based on the interview guide (Appendix B). It is intended for the selected local fishers from the FGD with age ranges from 15 years old and above. The selection of the target audience will be based on the observation the during the FGD. Hence, the fisherwho has potential contribution to give an in-depth information about the issuesto be discussedwill be invitedin order to explore his perspectives and behavior towards the MPA intrusions. In conducting the interview, theinterview guide incorporates the seven (7) key qualitative questions to be answered by the respondents.
Table 3. Specific steps for in-depth interviews and expected completion dates
Research steps for in-depth interviews / Responsible Organization/Person / Expected completion date- Finalize questions
- Finalize discussion group moderator guide, identify and train moderators
- Coordinate with concern authorities (i.e. Barangay Captain, City Mayor etc.)
- Select and Invite fishers to participate in depth interview
- Identify and confirm appropriate venue for discussion as agreed by the interviewer and respondent.
- Prepare logistics:
2.Venue that no one can disturb the activity.
3.Timing of meeting, it should be convenient to the fishers.
4.Recording
5.Refreshment/snacks
6.A souvenir item for them. / DNSC/CF, Trained Moderator / Ist week of December 2012
- Invite and confirm attendance of key individuals
- Conduct and analyze in depth interview discussion
- Finalize results chain and objectives
LGU/Alternate CF / 3rd and 4th week of January 2013
Quantitative Data Collection