Pride Pre-Campaign Research Plan
2012 Pride Pre-Campaign Research Plan
Jihan Buniag, Campaign Manager for Laolao Bay Watershed Pride Campaign Division of Environmental Quality 8/21/2012
Table of Contents Introduction .................................................................................................................................................................... 3 Background ................................................................................................................................................................ 3 Geographic Scope .................................................................................................................................................. 5 Figure 1: Map of Saipan, Commonwealth of Northern Marianas Islands ........................................ 5 Figure 2: Dandan, Laolao, and Kagman Watersheds ......................................................................... 6 Methodology ............................................................................................................................................................. 8 Qualitative Data Collection ................................................................................................................................ 13 Observational Research ........................................................................................................................ 14 In-depth interviews .................................................................................................................................. 14 Key informant interviews......................................................................................................................... 15 Focus group (1 focus group) ................................................................................................................. 16 Quantitative Data Collection ............................................................................................................................. 16 Sociological Surveys............................................................................................................................................... 17 Figure 3. Draft Results Chain for behavior change in Laolao Bay ................................................... 20 Draft SMART Objectives ........................................................................................................................................ 21 Questions for Stages of Behavior Change ...................................................................................................... 26 Monitoring Threat Reduction and Conservation Result .............................................................................. 27 Protocol for TR .......................................................................................................................................................... 27 Protocol for CR ........................................................................................................................................................ 28 Potential Research Challenges .......................................................................................................................... 28 Analysis....................................................................................................................................................................... 29 Bibliography.................................................................................................................................................................. 32 1
Appendix A. Research and Planning Timeline ............................................................................................... 33 Appendix B. In-Depth Interviews Guide ........................................................................................................... 34 Appendix C. Focus Group Guide ...................................................................................................................... 36 Appendix D. Enumerator Training Agenda ..................................................................................................... 39 Appendix E. Audience Segmentation and Cost Benefit Table ............................................................... 42
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Introduction Background Laolao Bay Watershed is located on the southeastern side of the island of Saipan, Commonwealth of the Northern Mariana Islands (CNMI). The Laolao Bay watershed drains directly into a bay containing a coral reef. Laolao Bay Watershed is rich in biodiversity, both marine and terrestrial. More than 100 coral species are found in the bay. Laolao Bay, a sheltered bay teaming with marine life is also a sea cucumber sanctuary and a nesting ground for the endangered green sea turtle. It is generally accepted that adult females will nest on the beaches, but do not hang out much in the water. It is said that older juveniles hang out and feed a lot in the bay. Laolao’s forests are also home to many bird species and a wide variety of plant species. In addition to patches of native limestone forest, the watershed is covered by a mix of non‐native forests, grasslands, plantations, and urban areas. Medicinal plants can also be found in Laolao Bay. The bay is known for its prime fishing location, premier dive site, and popular recreational spot for local residents. Laolao Bay Watershed was chosen as a Local Action Strategy (LAS) site on Saipan. The “Puerto Rico Resolution” adopted by the U.S. Coral Reef Task Force in 2002, called for the development of three-year Local Action Strategies (LAS) in each of the U.S. jurisdictions to identify and implement priority actions needed to reduce key threats to valuable coral reef resources (NOAA LAS). Laolao Bay was selected by the community and CNMI resource agencies as a priority location for restoration and protection of both marine and terrestrial resources. Laolao Bay watershed was also listed as a Category 1 watershed in the 1998 Unified Watershed Assessment. Three watersheds have direct influence on the waters of Laolao Bay, Dandan, Kagman, and Laolao (Source: CNMI Laolao Bay Conservation Action Plan 2009). In addition, the site was listed as a Micronesia Challenge priority site. Impacts of land-based sources of pollution were one of the priorities of Commonwealth of the Northern Mariana Islands (CNMI) Local Action Strategies for four priority areas including the Laolao Bay Watershed. “These four priority areas are encompassed by two larger overarching goals that guide coral reef management efforts in the CNMI” (CNMI management priorities, 2010). The Micronesia Challenge is a regional initiative signed by 5 governments to conserve 20% terrestrial resources and 30% near shore marine resources by 2020, provides a framework to guide resource management and conservation in the Commonwealth of the Northern
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Mariana Islands (CNMI). The government of the Commonwealth of the Northern Mariana Islands (CNMI) and its coral reef managers are committed to achieving the goals of the Challenge in the Commonwealth of the Northern Mariana Islands (CNMI). At present, the western portion of the bay, Laolao Bay drive has been completed. Division of Environmental Quality received funding under the American Reinvestment and Recovery Act to conduct road and drainage improvements. Upland revegetation and stabilization efforts for nine stream crossings were also priorities under this funding. However, GapGap road on the eastern side of the bay where the dive site is located is currently undeveloped and in poor condition. GapGap road is aggregated (typically crushed coral) mixed with soil particles. Although, compacted for vehicles to drive on, it is not paved, so the surface is not hard enough to protect itself from erosion. Heavy rainfall continues to cause upland erosion and sediment flux to the bay, which threatens the water quality and the health of the coral reef ecosystem. Sedimentation smothers corals and coralline algae, limiting their growth also causing the growth of turf and macro algae competing with reef builders for space and light. Ultimately, sedimentation is a main contributor to the degradation of Laolao Bay’s coral reef habitat. Land within the Laolao Bay Watershed and the surrounding communities are mostly owned by private landowners. Studies indicate that local resident’s subsequent actions of burning of the upland badlands has led to erosion and sedimentation in the bay. It is essential to work closely with these landowners to implement land clearing best practices to avoid further sedimentation in Laolao Bay.
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Geographic Scope The 466- mile long Mariana Archipelago includes 14 islands within the U.S. Commonwealth of the Northern Mariana Islands located in the Western Pacific. All watersheds in the islands are considered coastal watersheds. The Laolao Bay watershed is on the east side of the island of Saipan located at about 15° 10’ N latitude, 145° 45’ E longitude. Laolao Bay watershed is 926 acres. The surrounding communities around Laolao Bay are residential and most of these house lots in Dandan and Kagman were given to local applicants through the homestead program. In order to keep the lot, applicants had to make a structural development within 5 years. As a result, there are many lots that have beginning phases of construction but are not completed. As of now there is a moratorium on these homestead villages as all the lots have been distributed. Average ages for landowners are between40-60. Only Northern Marianas Descent’s are able to own land, most of the agricultural and commercial uses are leased to foreigners. There are a few apartment and condominium buildings in San Vicente and Dandan plus a major golf resort in Kagman. There is a Mobil gas station in Kagman and San Vicente.
Laolao Bay Watershed
Most work for the government and a lot are unemployed with one member supporting the household with the aid of welfare programs like food stamps and WIC. Due to limited finances, most families have picnics at the beach or ranches in the area and almost every household either fishes or hunts. According to Behavioral Health Survey bad habits and foods are causing a lot of communicable diseases such as diabetes. Locals are the most, then Filipinos, then Freely Associated State citizens and almost all family households with very little single households.
Figure 1: Map of Saipan, Commonwealth of Northern Marianas Islands 5
Cultural specifics: Overwhelming populations of Saipan are predominantly Catholics. There is a general cultural practice of relying on extended family members for care and financial support. During events, family members all contribute and help. They also help each other in fishing and farming. The locals are very festive and like gatherings that bring large families together. They also like to drink alcohol and use tobacco. Economics: There are many households below the poverty line. There are no major manufacturing companies in the area. Gasoline for transportation and utilities take up the bulk of household incomes. Many households are on welfare programs. New highway has been completed connecting to Laolao Bay drive. By car, there are two ways to access Laolao Bay through Laolao Bay drive located in the village of San Vicente. Another access point is through GapGap Road, which is located in the village of Kagman. Laolao Bay can also be accessed by boat. During heavy rainfall or rainy season the roads are eroded and make it difficult to access, it is best to take Laolao Bay drive which is paved Figure 2: Dandan, Laolao, and Kagman Watersheds part of the way down and has recent improvements to highly eroded parts of the road. During dry season, the road becomes very dusty and affects access visibility and difficult breathing.
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Figure 3. Coastal watersheds of Saipan 7
Methodology This research plan will be carried out during the field-based planning over a period of eight months, which will consist of planning, data collection, and data analysis. This will aid in demonstrating understanding of the key research used, when they will be conducted, and how they will be used. Qualitative and quantitative research are two key research methodologies that will be key in answering questions about the San Vicente, Dandan, Laolao, and Kagman community. Qualitative research will provide insight into the attitudes, behaviors, values, motivations, culture and lifestyles of landowners within these communities. It will also be essential in digging into the understanding of what motivates landowners and what the hidden challenges may be for behavior change. Quantitative research will be used to evaluate the impact of the campaign has had along each step in the Theory of Change, as well as assess where landowners are before and after the campaign in the stage of the behavior change continuum. The data analysis collected from both qualitative and quantitative research will determine the most effective way to inform landowners about the threat of sedimentation to Laolao Bay’s reefs and forests and design effective messaging. The table below will identify and answer a number of critical research and logistical questions in order to effectively execute any data collection effort. Below are 11 critical research questions for understanding the biological and sociological context of watershed landowners of Laolao Bay and the surrounding communities of San Vicente, Dandan, and Kagman. Data collection high level overview plus timeline and decision framework Research question 1. Why is the target audience carrying out their current behavior(s)?
Laolao Bay watershed landowners Do you own land? When was the last time you cleared land and for what
Data collection type
When collected
Campaign decision affected
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
-Audience segmentation -Marketing Mix -Creative Brief
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purpose?
2. Are there multiple audiences that need to change their behavior?
3. Are their audiences that have a major influence over your primary audience (i.e. Key Influencers)?
How did you clear land (i.e. burning, machinery, or manual clearing)? Is your land currently being leased out? If yes, for what purpose (Commercial or Residential)? Are there other types of land use and development that are contributing to sedimentation in the watershed and reef? Who would you talk to if you had concerns within your area or about your land? Who would you talk to if you were going to clear your
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
- Quantitative survey questions formation - Audience Segmentation - Marketing mix
Establishment of target individuals for outreach and support - Audience Segmentation - Community Mobilization - Promotion
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land? When was the last time you applied for a permit to clear your land? 4. What does your audience perceive as the barrier(s) to taking on the new behavior (s)?
5. What does your audience perceive as the benefits in carrying the out the new behavior (s)?
If we were to develop a demonstration site on erosion control best practices, what kind of activities would you like to see? What do you think would make it difficult for people to attend? How do you feel about improving the road in your area? Are there any benefits to having a healthy watershed?
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
Definition of benefit exchange - Price/Cost - Improved KAP Survey - Message development
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
Definition of benefit exchange - Price/Cost - Improved KAP Survey - Message development
What type of benefits?
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What do you know about erosion control practices? Do you think it has an effect on the watershed? If so, what kind of effects? 6. What information sources do the target audiences look to when it comes to the target behavior?
7. Who does the target audience trust as an information source?
Where do you look to for information on erosion control practices? Who do you know that can be a resource for learning more? Where do you get your information about community events?
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
- Promotion - Placement
Qualitative: Indepth interview and/or focus group discussion
Planning phase
Promotion - Placement - Message development
Quantitative: KAP Survey
Pre/post campaign Survey
Material development
Who do you trust to get information? 8. What is the current state of
What is the current
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knowledge, attitudes, and practice (KAP) for the target and how has that shifted in response to Pride Campaign?
9. What evidence do we have that Barrier Removal is working?
10. What evidence do we have that target audience is adopting the
knowledge and attitude and communication among landowners about implementing erosion control when land clearing? What changes have occurred in response to Pride campaign? What evidence is in the public domain that landowners know that sedimentation is a major contributor to the degradation Laolao Bay and the existence of activities supporting revegetation efforts? What is the evidence that landowners are applying erosion control
(Planning and Implementation phase)
- Assessment of impact
Quantitative:
Implementation phase to end of the campaign
-Record of effectiveness of barrier removal - Assessment of impact
Quantitative:
Implementation phase to end of the campaign
Assessment of impact
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new behavior (s)? 11. What are the long term effects on TR and CR objectives
practices when land clearing? What is the evidence sedimentation entering Laolao Bay has decreased?
Quantitative:
The next five years
Assessment of impact toward TR/CR
Qualitative Data Collection Qualitative data collection will be carried out in the surrounding communities of the Laolao Bay Watershed as well as the small community within, which will include Dandan, San Vicente, and Kagman. Using the seven qualitative research questions focus groups, in-depth interviews, and observational research will be used to understand the “why” of landowner’s attitudes, behaviors, values, motivations, and lifestyle. Answers to these questions will be extremely valuable in segmenting target audiences, identifying key influencers, and designing effective messaging. The following are tools to gather qualitative data collection
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Observational Research An observation was done within the Laolao Bay Watershed at a landowner’s residence on Laolao Bay drive. The observation was to see how this landowner’s practices affect sediment runoff and understand how they could prevent future sediment runoff. Observation of this landowner’s backyard included cleared land where he had about 30 goats. Undesired practices such as land clearing, burning of trash, and improper maintenance of animal waste were observed. Further observational research will be conducted throughout the villages of San Vicente, Dandan, and Kagman. In addition to household observations, an observational research of the Laolao Bay Golf Course will be conducted to observe maintenance of their courses. With the assistance of Jose Quan, Geographic Information Systems Analyst of Division of Environmental Quality we will map out locations of bare soil areas, unpaved roads, cleared areas and farms within the villages San Vicente, Dandan, Laolao, and Kagman.
In-depth interviews A study will occur in the villages of San Vicente, Dandan, Kagman and Laolao Bay to help understand knowledge, attitude, and practices changes necessary to address the threat of sedimentation entering Laolao Bay. A total of four interviews will be conducted, one from each village. The data collected of the knowledge and attitudes of private landowners will ground truth assumptions of their behaviors towards
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land clearing practices. Understanding what will encourage landowners to care and value the benefits of a healthy reef. All data will be gathered through detailed notes, observations, and recorded using a tape recorder. Location of in-depth interviews will be conducted at a central location convenient for each landowner. Additionally, key informant interviews with local experts and key influencers will be conducted by the campaign manager of the Laolao Bay watershed to get an input of information and to know what they feel is the best approach to engaging landowners to adopt best erosion control practices.
Key informant interviews:
David Rosario, Wastewater, Earthmoving, and Erosion Control Program Manager Clarissa Bearden, Water Quality Lab Program Manager Derek Chambers, Technical Advisor Emanuel Borja, Environmental Engineer- Division of Environmental Quality Perry Tenorio, Director of Marianas Visitors Authority Gene Weaver, Chairman of Saipan Fisherman’s Association Representative Joe Palacios, Chair of Natural Resources Tosh Yamaguchi, Northern Marianas Dive Association Peter Houk, Chief Biologist of Pacific Marine Resources Institute Table including specific steps for in-depth interviews and expected completion dates
Research steps for in-depth interviews Observe activities of landowners, conduct site visits Identify appropriate landowners and consult with key influencers for interviews Schedule interview meetings Conduct interviews Analyze results of in-depth interview Summarize result into a table
Expected completion date Week 2, September Week 2, September Week 4, September Week 3-4, September Week 1, October Weeks 3-4, October 15
Focus group (1 focus group) A focus group will be held with landowners who live in the surrounding communities and within the Laolao Bay watershed to begin to develop an understanding of this group. In addition, to understand how their actions on land can impact the health of Laolao Bay’s coral reef habitat. This will be an effective method for obtaining information about their perceptions and beliefs regarding the threat of sedimentation and the solutions to address the threat. This group would consist of five to ten participants who are fairly similar to each other. Invitation to do a focus group will be sent out to all landowners giving information on when it will be held and venue. Table including specific steps for in-depth interviews and expected completion dates
Research steps for focus groups Complete the focus group discussion guidelines.
Identify and confirm appropriate venue for discussion. Invite and confirm the presence of key individuals. Implement and analyze focused groups. Summarize result in table. Complete results chain and targets.
Expected completion date Week 1,September Week 2, September Week 2, September Week 3 – 4, September Week 1, October Week 1 – 2, October
Quantitative Data Collection Quantitative data collection will include a door to door standardized KAP survey of landowners in the communities of Dandan, San Vicente, Laolao and Kagman with a sample size of 357. This KAP survey will help to assess what landowner’s knowledge, attitudes, and practices are before and after the campaign. Monitoring will be done during the planning phase, the next year, and after the campaign. Monitoring of the reduction of sedimentation will be conducted by the CNMI Marine Monitoring Team and campaign manager using turbidity testing instruments. Tests will be given to the water quality lab to determine results. Conservation result will be biologically monitored by Pacific Marine Resources Institute, a local nongovernmental organization and partner. The results from this data collection will evaluate the impact of the
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campaign and evaluate where landowners are before and the campaign in the stage of behavior change.
Sociological Surveys Based upon the information unearthed through qualitative research of landowners, data will be needed regarding audience awareness, knowledge, attitudes and behaviors prior to the implementation phase. Therefore, a pre-campaign standardized KAP survey will be conducted during the first week of November to provide a baseline. Using the preliminary research, the survey is drafted and pre-tested in order to evaluate its validity and identify any missing gaps. Quantitative survey will be very useful for identifying and understanding the audience better in terms of their demographics and behaviors.
Who to sample
Population Any Total size subgroups Sample Size
Landowners 5,000 (Residents of Dandan, San Vicente (inclusive of Laolao Bay), and Kagman)
Dandan, San Vicente, Laolao and Kagman
357
Random, stratified random, or census
Door to door, location, or intercept
Sample size of subgroup
Random
Door to door
Still need to determine this sample size
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The target population lives in a defined community around Laolao Bay and the target population includes all watershed residents. Therefore, to get a representative sample of landowners (i.e. Residents of watershed who may be clearing land), a door to door survey will be conducted. The population size will be a subset of total watershed residents (or total watershed residents) including the Laolao Bay Watershed and surrounding communities. This will be determined using a Geographic Information System layer of households and data from Census 2010 to determine sample strategy. For the DanDan and Kagman watershed, only households that fall within the boundary of where the drainages will be sampled. A random stratified sample will be used to conduct a door to door survey of the watershed residents by trained enumerators. Only individuals 18 and over will be sampled. The sample size will be determined using number of adult residents in each community based on the standardized confidence level of 95% and a confidence interval of 5% depending on how many watershed residents within the three communities. Enumerators will be recruited from the Bureau of Statistics, Census, and/or the Natural Resources Management Club of the local college. These enumerators are expected to conduct the best interviews possible as well as understand the purpose of the research. Fourteen enumerators will be trained and paired up in seven teams. Training for enumerators will be conducted at a hotel where lunch will be provided. Stipends may be provided depending on funding. Survey Planning Table
Total survey sample size
357
Time for enumerator to do one survey
30 minutes
N of hrs. enumerator works a day
4 hours
N of surveys one enumerator can do a day
12-18
N of enumerators available
7 (in pairs)
N of surveys done a day by total n of enumerators
10 surveys per day (On Friday, two teams will 18
get 13 and one team will get 11). 14 enumerators a day N of days needed to do survey
2 week s
Additional days needed for travel if any
None
Dates for training of enumerators & final survey testing
11/13/12 Week 3 of November after election
Beginning and end date of survey
12/3/12-12/17/12
N of people available to do data entry
5 people
Beginning date of data entry Date of completion of data entry
12/01/12 12/30/12
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Figure 3. Draft Results Chain for behavior change in Laolao Bay
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Draft SMART Objectives Steps of Theory of Change Knowledge
Intermediate Results 1. Landowners know about how important Laolao Bay's coral reefs are for fisheries, tourism, and recreational activities.
2. Landowners know that sedimentation is detrimental to Laolao Bay's coral reef health.
3. Landowners can describe erosion control practices 4. Landowners know that land clearing activities without ECP lead to sedimentation in the bay.
5. Landowners know that they need a DEQ permit before conducting earthmoving activities.
Preliminary (SMART) Objectives 1. By the end of September 2014, watershed landowners will increase their knowledge of how important Laolao Bay’s coral reefs are for fisheries, tourism, and recreational activities from X% to Y% through the Laolao Bay Watershed Pride Campaign. 2. By the end of September 2014, watershed landowners will increase their knowledge that sedimentation is detrimental to Laolao Bay’s coral reef health from X% to Y%. 3. By the end of September 2014, watershed landowners can describe erosion control practices from X% to Y%. 4. By the end of September 2014, watershed landowners will increase their knowledge that their current land clearing activities without ECP causes sediment flow into the bay from X% to Y%. 5. By the end of September 2014, the percentage of landowners who identify that a Division of Environmental Quality permit is required before conducting
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6. Landowners know how important native vegetation is for land preservation.
Attitude
1. Landowners believe that the watershed/bay should be protected from sedimentation.
earthmoving activities will increase from X% to Y%. 6. By the end of September 2014, watershed landowners will know how important native vegetation is for soil preservation will increase from X% to Y%. 1. By the end of September 2014, an increase from X% to Y% of watershed landowners strongly agrees that the Laolao watershed/bay should be protected from sedimentation.
2. Landowners are willing to apply for a Division of Environmental Quality Earthmoving and Erosion Control permit because they know that sedimentation leads into the bay.
2. By the end of September 2014, watershed landowners will agree that a Division of Environmental Quality Earthmoving permit is required before any type of land clearing from X# to Y#.
3. Landowners are willing to implement erosion control practices that are required in Division of Environmental Quality Earthmoving and Erosion Control permit.
3. By the end of September 2014, an increase from X# to Y# of watershed landowners will agree to use erosion control practices that are required in a Division of Environmental Quality Earthmoving and Erosion Control permit.
4. Landowners believe planting native vegetation is important for land preservation.
4. By the end of September 2014, an increase of watershed landowners believes planting native
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Interpersonal Communication
1. Landowners talk to each other about the benefits of Laolao Bay for fisheries, tourism, and recreational activities.
2. Landowners talk to each other on how sedimentation is destroying Laolao Bay's reefs.
3. Landowners foster dialogue with one another on how lack of erosion control practices can lead to sedimentation in the bay.
4. Landowners talk to each other about the need to apply for a Division of Environmental Quality Earthmoving and Erosion Control permit when conducting earthmoving activities.
5. Landowners talk to other landowners about applying erosion control practices.
vegetation is important for land preservation from X% to Y%. 1. By the end of September 2014, watershed landowners will talk to each other about the benefits of a healthy watershed/bay will increase from X% to Y%. 2. By the middle of September 2014, an increase of X% to Y% of watershed landowners will talk to each other on how sedimentation is destroying Laolao Bay’s reefs. 3. By the middle of September 2014, watershed landowners foster dialogue with one another on how lack of Erosion Control Practices can lead to sedimentation in the bay will increase from X% to Y%. 4. By the middle of September 2014, watershed landowners talk to each other about the need to apply for a Division of Environment Quality Earthmoving and Erosion Control permit when conducting earthmoving activities will increase from X% to Y%. 5. By the middle of September 2014, watershed landowners will talk to each other about applying erosion
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control practices from X% to Y%. 6. Landowners talk to one another about planting native vegetation on exposed soils within their property.
Barrier Removal
1. Landowners actively participate in Watershed Working Group meetings.
2. Landowners are provided the technical know how to implement best ECP when land clearing. Behavior Change
1. Landowners apply for a DEQ permit when conducting earthmoving activities.
2. Landowners apply ECP when land clearing (small scale).
3. Landowners make efforts to plant native vegetation within their property
Threat Reduction
1. Reduction in sedimentation entering Laolao Bay.
6. By the middle of September 2014, watershed landowners will talk to one another about planting native vegetation on exposed soils within their property will increase from X% to Y%. 1. By the end of September 2014, an increase from X# to Y# of watershed landowners will be a part of the Watershed Working Group. 2. By the end of September 2014, the # of watershed landowners will attend demonstration sites in Laolao Bay will increase from X# to Y#. 1. By the end of 2014, an increase of X% to Y% of watershed landowners will apply for a DEQ permit when conducting earthmoving activities. 2. By the end of 2014, an increase of X% to Y% of watershed landowners will apply erosion control practices to their property. 3. By the end of 2014, watershed landowners will make efforts to plant native vegetation within their property will increase from X% t Y%. 1. By the end of 2014, an increase of native vegetation and
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Conservation Result
1. Decrease water turbidity
2. Increase benthic substrate ratio
3. Increase native vegetation
implementation of erosion control practices will result in the reduction in sedimentation entering Laolao Bay will decrease from X% to Y%. 1. By the end of 2014, the level of water turbidity at Laolao Bay will decrease from X% to Y%. 2. By the end of 2014, benthic substrate ratio in Laolao Bay’s coral reefs will increase from X% to Y%. 3. By the end of 2014, native vegetation will increase in the Laolao Bay Watershed from X% to Y%.
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Questions for Stages of Behavior Change The stages of behavior change are also a critical indicator for understanding our target audience. As such the following stages of behavior change have been drafted for a question in the sociological survey:
Behavior Change
General Behavior Change Statement A person will need to understand the need for change.
Laolao Bay Behavior Change Statements [] I have never considered applying for a Division of Environmental Quality (DEQ) Earthmoving and Erosion Control permit before conducting any type of land clearing.
Contemplation
A person will need to believe in change.
[] I am considering applying for a permit but haven’t decided.
Preparation
A person will need to be able to afford the time, money, training, or energy to make the change.
Validation
A person will need to have a support network to communicate with about the change.
[] I intend to apply for a Division of Environmental Quality (DEQ) Earthmoving permit, but I haven’t talked to anyone. [] I have talked to someone about my intention to apply for a Division of Environmental Quality (DEQ) Earthmoving permit.
Pre-Contemplation
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Action
A person will need to apply Self-discipline to make the change.
[] I will apply for a Division of Environmental Quality (DEQ) Earthmoving permit before conducting any type of land clearing.
Maintenance
A person will need to make the change part of their daily life.
[] I will always apply for a Division of Environmental Quality (DEQ) Earthmoving permit before any type of land clearing.
Monitoring Threat Reduction and Conservation Result Protocol for TR
During the planning phase, a meeting will be scheduled with Pacific Marine Resources Institute, the CNMI Marine Monitoring Team, and the Division of Environmental Quality Water Quality branch to discuss what type of data, methods, and monitoring has already been collected at Laolao Bay. From this information we can decide on the level of involvement the campaign manager can have in regards to threat reduction monitoring. Date collection for threat reduction will be conducted three times on an annual basis to monitor sedimentation from erosion. With the assistance of Commonwealth of Northern Marianas Islands (CNMI) Marine Monitoring Team and the Division of Environmental Quality Water Quality Lab branch, monitoring will be conducted using water quality meters/tests. Other instruments that will be used are flow meters, sediment traps and water turbidity secchidisc to determine amount of sedimentation. Additionally, degraded patches of land and/or wildfires will be mapped out using a Global Positioning System (GPS) within the surrounding areas of Laolao Bay. Also, the use of Geographic Information Systems (GIS) and help from the GIS Analyst of a Division of Environmental Quality will aid in determining where exposed soils need revegetation. 27
Protocol for CR
The conservation result of the campaign is improved water quality, increase in benthic substrate ratio and increase in native vegetation. These conservation targets will involve biological monitoring by Pacific Marine Resources Institute (PMRI), a local environmental non-governmental organization. To measure and calculate coral cover, a benthic substrate ratio will be used. PMRI will gather data collection within Laolao Bay and evaluate watershed drainage associated with the San Vicente access road, a major component of construction activities which has been completed and the GapGap access road which is currently unpaved. Potential Research Challenges Challenge Audience unwilling to participate in interviews Difficulty in finding enumerators
Difficulty in finding a focus group facilitator
Uncertain weather conditions
Communication with Pride Program Manager and team
Alternative/Solution Identify key influencers to engage audience to participate and build trust. Look into Bureau of Statistics to hire trained enumerators. Also, check with past Campaign Manager Brooke Nevitt to see how she selected her enumerators. Will look into Coral Reef Interns, Earth Team Volunteers from Natural Resources Conservation Hire Taro Leaf (non-profit organization) to facilitate focus group meeting or collaborate with Kodep Uludong, Campaign Manager of the Managaha Marine Conservation Area. In the midst of the rainy season in October, to best account for as much of research. In-depth interviews and focus group will be done indoors. Pride Program Manager is located in Palau where connectivity is poor. Will ensure weekly
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Election year (November 2012) will conflict with time of surveys being conducted. Surveys may be viewed as political.
calls are scheduled to avoid internet difficulties. Also, communication with other campaign managers will be difficult due to technologically challenged areas. Will assure that enumerators explain that survey is not related at all to any political campaigns.
Analysis Qualitative – Capturing all the data from all in-depth interviews, focus groups, and key informant interviews will be done immediately after each session. Observations and responses will be shared between the moderator and note-taker and come to an agreement on how to analyze findings. This is critical in assuring that all information is gathered and analyze to finalize concept model, target audience segmentation, results chain, smart objectives, and final survey template. If permitted by participants, a tape recorder will also be used to capture the interviews. Further, ensuring all seven research questions are answered clearly and analyzed instantly to avoid a bias analysis. If seven questions are not answered, more interviews will be conducted.
Qualitative research questions Example for first question
Landowners-not carrying out best erosion control practices Questions to ask during focus groups/interviews
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Qualitative research questions Why is the target audience carrying out their current behavior(s)?
Do you own land? Do you know of any erosion control practices done within the Laolao Watershed area? When was the last time you cleared land and for what purposes? Why did you clear land?
Are there multiple audiences that need to change their behavior(s)?
Is your land currently being leased out? If yes, for what purpose (Commercial or Residential)? What are you using your land for? (Leased out, farming).
Are there audiences that have major influence over your primary audience (i.e. key influencers)?
Who would you talk to if you had concerns within your area or about your land? Who would you talk to if you were going to clear your land? When was the last time you applied for a permit to clear your land?
What does your target audience(s) perceives as the barrier(s) to taking on the new behavior(s)?
What kind of workshop would you attend regarding erosion control best practices? Would you participate in a demonstration site to learn more about best erosion control practices? If we were to develop a demo site on EC best practices, what kind of
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Qualitative research questions activities would you like to see? What do you think of a demonstration site on Erosion Control Practices? What would make it difficult for people to attend? What does your target audience(s) perceive as the benefit(s) in carrying out the new behavior(s)? What would landowners get out of ECP?
How do you feel about improving the road in your area? Are there any benefits to having a healthy watershed? What type of benefits? What do you know about erosion control practices? Do you think it has an effect on the watershed? If so, what kind of effects?
What information source(s) do the target audience(s) look to when it comes to the target behavior?
Who does the target audience(s) trust as an information source?
Where do you look to for information on erosion control practices? Who do you know that can be a resource for learning more? Who do you think can help? Where do you get your information about community events? Who do you trust to get information?
Quantitative – Microsoft excel will be used for analyzing data derived from survey questionnaires. This will entail five steps including creating an excel database, coding data, inputting data after surveys are completed, cleaning data and lastly analyzing the data. Quantitative data will be entered shortly after the KAP survey is completed by enumerators. Data entry will be done using up to five enumerators. This data will quantify figures and percentages presenting results of the KAP survey.
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Bibliography CNMI Department of Commerce Central Statistics Division. (2010). Population of the Commonwealth of the Northern Marianas Islands by Village: 2010. Division Fish and Wildlife, Department of Land and Natural Resources, Division Environmental Quality, Coastal Resources Management (2003). Commonwealth of the Northern Mariana Islands Three-Year Coral Reef Protection Local Action Strategy. Division of Environmental Quality. (2012). [Laolao Bay Watershed Map]. Hermann, K & Gambhos, M. (2009). CNMI Laolao Bay Conservation Action Plan. Houk P., et al. (2011). Laolao Bay Road and Coastal Management Improvement Project: Ecological and Water Quality Assessment. PMRI, DEQ, CRM, Saipan. 42pp.
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Appendix A. Research and Planning Timeline Refer to excel file for Gantt chart. 2012_08_12 Micronesia Campaign Gantt Template.xlsx
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Appendix B. In-Depth Interviews Guide Objective: To ground truth assumptions aimed at providing landowners simple erosion control practices and reducing sedimentation in Laolao Bay. Campaign manager will need to identify barriers to action, target audience, potential messaging and ways to facilitate positive change. These in-depth interviews will help that process by probing perceptions and values around land clearing practices and the overall health of the Laolao Bay Watershed. This information combined with a survey and interviews with key informants who have experience dealing with sedimentation on Saipan will also help inform the campaign. A total of three in-depth interviews will be conducted. Target audiences for in-depth interviews: Landowners from San Vicente, Dandan, Laolao and Kagman. Recording the in-depth interviews: There should be a moderator and a note taker. We should also record the discussion with at least an audio recorder. A recorder is available for use if permitted.
Seven important qualitative research questions 1.
Why is the target audience carrying out their current behavior(s)?
In-depth interviews with landowners from Dandan, San Vicente, Laolao, and Kagman Do you own land? When was the last time you cleared land and for what purpose? How did you clear land (i.e. burning, machinery, or manual clearing)?
2.
2. Are there multiple audiences that need to change their behavior?
Is your land currently being leased out? If yes, for what purpose (Commercial or Residential)? Are there other types of land use and development that are contributing to sedimentation in the watershed and reef?
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3.
3. Are their audiences that have a major influence over your primary audience (i.e. Key Influencers)?
Who would you talk to if you had concerns within your area or about your land? Who would you talk to if you were going to clear your land? When was the last time you applied for a permit to clear your land?
4.
5.
4. What does your audience perceive as the barrier(s) to taking on the new behavior (s)?
What does your audience perceive as the benefits in carrying the out the new behavior (s)?
If we were to develop a demonstration site on erosion control best practices, what kind of activities would you like to see? What do you think would make it difficult for people to attend? How do you feel about improving the road in your area? Are there any benefits to having a healthy watershed? What type of benefits? What do you know about erosion control practices? Do you think it has an effect on the watershed? If so, what kind of effects?
6.
7.
What information sources do the target audiences look to when it comes to the target behavior? Who does the target audience trust as an information source?
Where do you look to for information on erosion control practices? Who do you know that can be a resource for learning more? Where do you get your information about community events? Who do you trust to get information?
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Appendix C. Focus Group Guide Objective: To ground truth assumptions aimed at applying erosion control practices and reducing sedimentation in Laolao Bay. Campaign manager will need to identify barriers to action, target audience, potential messaging and ways to facilitate positive change. This focus group will help that process by probing perceptions and values around land clearing practices and the overall health of the Laolao Bay watershed. This information combined with a survey and interviews with key individuals who have experience dealing with sedimentation on Saipan will also help inform the campaign. Target audiences for focus groups: Landowners from San Vicente, Dandan, Laolao and Kagman. Recording the focus group discussions: There should be a moderator and a note taker. We should also record the discussion with at least an audio recorder. A recorder is available for use if permitted.
Seven important qualitative research questions 1.
Why is the target audience carrying out their current behavior(s)?
Focus group discussion with landowners from Dandan, San Vicente, Laolao, and Kagman What types of land clearing activities is being practiced in your area? What are the reasons for choosing these types of land clearing methods? Have you noticed any large scale land clearing activities around your area that you feel is detrimental to Laolao Bay’s reefs?
2.
Are there multiple audiences that need to change their behavior?
Any recent construction activities in your area? If so, what type of construction? Are there any large scale farming located in your area? Have you notice any large scale burning in your area in the past six months? Do you feel that land clearing contributes to
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sedimentation in Laolao Bay? 3.
Are their audiences that have a major influence over your primary audience (i.e. Key Influencers)?
Is there a process before conducting any land clearing activities? If you need information on land clearing practices who can you talk to? Where can landowners get technical know how to best erosion control practices?
4.
What does your audience perceive as the barrier(s) to taking on the new behavior (s)?
Would you be willing to apply simple erosion control practices if they were available? Would you be willing to adopt land clearing practices if they were easy to adopt?
What would help make it easier for you to adopt these solutions? 5.
What does your audience perceive as the benefits in carrying the out the new behavior (s)?
If a campaign was launched to reduce sedimentation, will people care? What would motivate people to change? (This is a key question to explore what will and will not activate behavior change and would benefit from probing questions around what makes people care and not care.)
6.
What information sources do the target audiences look to when it comes to the target behavior?
Where do you get your information on environmental issues? Are you aware of any resource agencies that can provide such information?
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7.
Who does the target audience trust as an information source?
Who will people listen to or respect? Fellow residents? Government officials? Enforcement officers? Who will they not respect?
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Appendix D. Enumerator Training Agenda Time: November 14, 2012 9:00am-4:30pm; November 15, 2012 8:00am-12:00pm Number of Enumerators: 14 Enumerators Objectives of the Training:
Brief overview of Laolao Bay Pride Campaign Describe purpose of the questionnaire survey Explain the role of an enumerator Demonstrate key skills in conducting KAP survey Pre-test KAP survey Articulate rules and quotas for selecting respondents Location of where each enumerator will be conducting surveys
Day and Time: Day 1: 9:00 am – 9:30am
Day 1: 9:30 am10:00am Day 1: 10:00am -
Topic:
Length of Session:
Facilitator:
Introductions: Purpose and Goals of the KAP Survey (15min) Laolao Bay Watershed & 2 year Pride Campaign (Power-point presentation) (15
30 minutes
Jihan Buniag
30 minutes
Kaitlin Mattos
min) Role of Enumerator in
KAP Survey (Discussion and Q&A) 15 minute break
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10:15am 10:15am – 11:15am Day 1: 11:15am11:30am 11:30am -12:00pm Day 1: 12:00pm1:00pm Day 1: 1:00pm2:00pm Day 1: 2:00pm3:00pm Day 1: 3:00pm3:15pm Day 1: 3:15pm 4:15pm Day 1: 4:15pm 4:30pm Day 2: 8:00am10:00am Day 2: 10:0011:00am Day 2:11:00am12:00pm Day 2:12:00pm-
Review of 1 hour Questionnaire Survey Break (Energizer) 15 minutes
Jihan Buniag Kaitlin Mattos
Interview an Enumerator Lunch
30 minutes
Selecting respondents: How to choose who to interview Practice interview with each other
1 hour
Break
15 minutes
Practice interview with each other End of the day
1 hour
Jihan Buniag
30 minutes
Jihan Buniag and Kaitlin Mattos Jihan Buniag
Kaitlin Mattos
1 hour
1 hour
Conduct 2 hours questionnaire survey (Field Survey Pre-Test) Reflection on Pre1 hour Test & changes/suggestions for survey Review logistics 1 hour
Jihan Buniag
Kaitlin Mattos
Jihan Buniag and Kaitlin Mattos
All
Lunch 40
1:00pm
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Appendix E. Audience Segmentation and Cost Benefit Table Potential TA
How many? Adults only (Rough Estimate)
Desired behavior
Primary campaign TA (Landowners or residents living within and surrounding watersheds feeding into bay).
100+
To implement best erosion control practices
Secondary Campaign TA (Construction workers)
100+
What will TA need to give up/sacrifice if they adopt this desired behavior?
Unsustainable land clearing
Freedom to do what they want in their own land.
Costs of the new practices (if any).
Costs
Clearing with a DEQ Earthmoving & Erosion Control Permit.
Contractors in compliance in professionally implementing the approved erosion/sedime nt control measures-retaining storm water and sediment within the construction site.
Inspecting and maintaining erosion/sedime
What will TA gain/benefit if they adopt desired behavior? Healthier watershed
More sustainable practices, No fines or notice of violations, no loss of business license.
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nt controls.
Familiarity with the site plan; and familiarity in the installation of erosion/sedime nt control measures.
Key Influencer
Fishing community, dive community, NMDOA, MVA
To inspire landowners to implement best erosion control practices.
Community mobilization
30,000+
Replicate efforts in other areas. Importance of their resources. Sense of ownership to land. Connection to land and marine resources.
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Jihan Buniag, Campaign Manager for Laolao Bay Watershed Pride Campaign Division of Environmental Quality 8/21/2012
Table of Contents Introduction .................................................................................................................................................................... 3 Background ................................................................................................................................................................ 3 Geographic Scope .................................................................................................................................................. 5 Figure 1: Map of Saipan, Commonwealth of Northern Marianas Islands ........................................ 5 Figure 2: Dandan, Laolao, and Kagman Watersheds ......................................................................... 6 Methodology ............................................................................................................................................................. 8 Qualitative Data Collection ................................................................................................................................ 13 Observational Research ........................................................................................................................ 14 In-depth interviews .................................................................................................................................. 14 Key informant interviews......................................................................................................................... 15 Focus group (1 focus group) ................................................................................................................. 16 Quantitative Data Collection ............................................................................................................................. 16 Sociological Surveys............................................................................................................................................... 17 Figure 3. Draft Results Chain for behavior change in Laolao Bay ................................................... 20 Draft SMART Objectives ........................................................................................................................................ 21 Questions for Stages of Behavior Change ...................................................................................................... 26 Monitoring Threat Reduction and Conservation Result .............................................................................. 27 Protocol for TR .......................................................................................................................................................... 27 Protocol for CR ........................................................................................................................................................ 28 Potential Research Challenges .......................................................................................................................... 28 Analysis....................................................................................................................................................................... 29 Bibliography.................................................................................................................................................................. 32 1
Appendix A. Research and Planning Timeline ............................................................................................... 33 Appendix B. In-Depth Interviews Guide ........................................................................................................... 34 Appendix C. Focus Group Guide ...................................................................................................................... 36 Appendix D. Enumerator Training Agenda ..................................................................................................... 39 Appendix E. Audience Segmentation and Cost Benefit Table ............................................................... 42
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Introduction Background Laolao Bay Watershed is located on the southeastern side of the island of Saipan, Commonwealth of the Northern Mariana Islands (CNMI). The Laolao Bay watershed drains directly into a bay containing a coral reef. Laolao Bay Watershed is rich in biodiversity, both marine and terrestrial. More than 100 coral species are found in the bay. Laolao Bay, a sheltered bay teaming with marine life is also a sea cucumber sanctuary and a nesting ground for the endangered green sea turtle. It is generally accepted that adult females will nest on the beaches, but do not hang out much in the water. It is said that older juveniles hang out and feed a lot in the bay. Laolao’s forests are also home to many bird species and a wide variety of plant species. In addition to patches of native limestone forest, the watershed is covered by a mix of non‐native forests, grasslands, plantations, and urban areas. Medicinal plants can also be found in Laolao Bay. The bay is known for its prime fishing location, premier dive site, and popular recreational spot for local residents. Laolao Bay Watershed was chosen as a Local Action Strategy (LAS) site on Saipan. The “Puerto Rico Resolution” adopted by the U.S. Coral Reef Task Force in 2002, called for the development of three-year Local Action Strategies (LAS) in each of the U.S. jurisdictions to identify and implement priority actions needed to reduce key threats to valuable coral reef resources (NOAA LAS). Laolao Bay was selected by the community and CNMI resource agencies as a priority location for restoration and protection of both marine and terrestrial resources. Laolao Bay watershed was also listed as a Category 1 watershed in the 1998 Unified Watershed Assessment. Three watersheds have direct influence on the waters of Laolao Bay, Dandan, Kagman, and Laolao (Source: CNMI Laolao Bay Conservation Action Plan 2009). In addition, the site was listed as a Micronesia Challenge priority site. Impacts of land-based sources of pollution were one of the priorities of Commonwealth of the Northern Mariana Islands (CNMI) Local Action Strategies for four priority areas including the Laolao Bay Watershed. “These four priority areas are encompassed by two larger overarching goals that guide coral reef management efforts in the CNMI” (CNMI management priorities, 2010). The Micronesia Challenge is a regional initiative signed by 5 governments to conserve 20% terrestrial resources and 30% near shore marine resources by 2020, provides a framework to guide resource management and conservation in the Commonwealth of the Northern
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Mariana Islands (CNMI). The government of the Commonwealth of the Northern Mariana Islands (CNMI) and its coral reef managers are committed to achieving the goals of the Challenge in the Commonwealth of the Northern Mariana Islands (CNMI). At present, the western portion of the bay, Laolao Bay drive has been completed. Division of Environmental Quality received funding under the American Reinvestment and Recovery Act to conduct road and drainage improvements. Upland revegetation and stabilization efforts for nine stream crossings were also priorities under this funding. However, GapGap road on the eastern side of the bay where the dive site is located is currently undeveloped and in poor condition. GapGap road is aggregated (typically crushed coral) mixed with soil particles. Although, compacted for vehicles to drive on, it is not paved, so the surface is not hard enough to protect itself from erosion. Heavy rainfall continues to cause upland erosion and sediment flux to the bay, which threatens the water quality and the health of the coral reef ecosystem. Sedimentation smothers corals and coralline algae, limiting their growth also causing the growth of turf and macro algae competing with reef builders for space and light. Ultimately, sedimentation is a main contributor to the degradation of Laolao Bay’s coral reef habitat. Land within the Laolao Bay Watershed and the surrounding communities are mostly owned by private landowners. Studies indicate that local resident’s subsequent actions of burning of the upland badlands has led to erosion and sedimentation in the bay. It is essential to work closely with these landowners to implement land clearing best practices to avoid further sedimentation in Laolao Bay.
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Geographic Scope The 466- mile long Mariana Archipelago includes 14 islands within the U.S. Commonwealth of the Northern Mariana Islands located in the Western Pacific. All watersheds in the islands are considered coastal watersheds. The Laolao Bay watershed is on the east side of the island of Saipan located at about 15° 10’ N latitude, 145° 45’ E longitude. Laolao Bay watershed is 926 acres. The surrounding communities around Laolao Bay are residential and most of these house lots in Dandan and Kagman were given to local applicants through the homestead program. In order to keep the lot, applicants had to make a structural development within 5 years. As a result, there are many lots that have beginning phases of construction but are not completed. As of now there is a moratorium on these homestead villages as all the lots have been distributed. Average ages for landowners are between40-60. Only Northern Marianas Descent’s are able to own land, most of the agricultural and commercial uses are leased to foreigners. There are a few apartment and condominium buildings in San Vicente and Dandan plus a major golf resort in Kagman. There is a Mobil gas station in Kagman and San Vicente.
Laolao Bay Watershed
Most work for the government and a lot are unemployed with one member supporting the household with the aid of welfare programs like food stamps and WIC. Due to limited finances, most families have picnics at the beach or ranches in the area and almost every household either fishes or hunts. According to Behavioral Health Survey bad habits and foods are causing a lot of communicable diseases such as diabetes. Locals are the most, then Filipinos, then Freely Associated State citizens and almost all family households with very little single households.
Figure 1: Map of Saipan, Commonwealth of Northern Marianas Islands 5
Cultural specifics: Overwhelming populations of Saipan are predominantly Catholics. There is a general cultural practice of relying on extended family members for care and financial support. During events, family members all contribute and help. They also help each other in fishing and farming. The locals are very festive and like gatherings that bring large families together. They also like to drink alcohol and use tobacco. Economics: There are many households below the poverty line. There are no major manufacturing companies in the area. Gasoline for transportation and utilities take up the bulk of household incomes. Many households are on welfare programs. New highway has been completed connecting to Laolao Bay drive. By car, there are two ways to access Laolao Bay through Laolao Bay drive located in the village of San Vicente. Another access point is through GapGap Road, which is located in the village of Kagman. Laolao Bay can also be accessed by boat. During heavy rainfall or rainy season the roads are eroded and make it difficult to access, it is best to take Laolao Bay drive which is paved Figure 2: Dandan, Laolao, and Kagman Watersheds part of the way down and has recent improvements to highly eroded parts of the road. During dry season, the road becomes very dusty and affects access visibility and difficult breathing.
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Figure 3. Coastal watersheds of Saipan 7
Methodology This research plan will be carried out during the field-based planning over a period of eight months, which will consist of planning, data collection, and data analysis. This will aid in demonstrating understanding of the key research used, when they will be conducted, and how they will be used. Qualitative and quantitative research are two key research methodologies that will be key in answering questions about the San Vicente, Dandan, Laolao, and Kagman community. Qualitative research will provide insight into the attitudes, behaviors, values, motivations, culture and lifestyles of landowners within these communities. It will also be essential in digging into the understanding of what motivates landowners and what the hidden challenges may be for behavior change. Quantitative research will be used to evaluate the impact of the campaign has had along each step in the Theory of Change, as well as assess where landowners are before and after the campaign in the stage of the behavior change continuum. The data analysis collected from both qualitative and quantitative research will determine the most effective way to inform landowners about the threat of sedimentation to Laolao Bay’s reefs and forests and design effective messaging. The table below will identify and answer a number of critical research and logistical questions in order to effectively execute any data collection effort. Below are 11 critical research questions for understanding the biological and sociological context of watershed landowners of Laolao Bay and the surrounding communities of San Vicente, Dandan, and Kagman. Data collection high level overview plus timeline and decision framework Research question 1. Why is the target audience carrying out their current behavior(s)?
Laolao Bay watershed landowners Do you own land? When was the last time you cleared land and for what
Data collection type
When collected
Campaign decision affected
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
-Audience segmentation -Marketing Mix -Creative Brief
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purpose?
2. Are there multiple audiences that need to change their behavior?
3. Are their audiences that have a major influence over your primary audience (i.e. Key Influencers)?
How did you clear land (i.e. burning, machinery, or manual clearing)? Is your land currently being leased out? If yes, for what purpose (Commercial or Residential)? Are there other types of land use and development that are contributing to sedimentation in the watershed and reef? Who would you talk to if you had concerns within your area or about your land? Who would you talk to if you were going to clear your
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
- Quantitative survey questions formation - Audience Segmentation - Marketing mix
Establishment of target individuals for outreach and support - Audience Segmentation - Community Mobilization - Promotion
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land? When was the last time you applied for a permit to clear your land? 4. What does your audience perceive as the barrier(s) to taking on the new behavior (s)?
5. What does your audience perceive as the benefits in carrying the out the new behavior (s)?
If we were to develop a demonstration site on erosion control best practices, what kind of activities would you like to see? What do you think would make it difficult for people to attend? How do you feel about improving the road in your area? Are there any benefits to having a healthy watershed?
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
Definition of benefit exchange - Price/Cost - Improved KAP Survey - Message development
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
Definition of benefit exchange - Price/Cost - Improved KAP Survey - Message development
What type of benefits?
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What do you know about erosion control practices? Do you think it has an effect on the watershed? If so, what kind of effects? 6. What information sources do the target audiences look to when it comes to the target behavior?
7. Who does the target audience trust as an information source?
Where do you look to for information on erosion control practices? Who do you know that can be a resource for learning more? Where do you get your information about community events?
Qualitative: Indepth interview and/or focus group discussion
Planning Phase
- Promotion - Placement
Qualitative: Indepth interview and/or focus group discussion
Planning phase
Promotion - Placement - Message development
Quantitative: KAP Survey
Pre/post campaign Survey
Material development
Who do you trust to get information? 8. What is the current state of
What is the current
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knowledge, attitudes, and practice (KAP) for the target and how has that shifted in response to Pride Campaign?
9. What evidence do we have that Barrier Removal is working?
10. What evidence do we have that target audience is adopting the
knowledge and attitude and communication among landowners about implementing erosion control when land clearing? What changes have occurred in response to Pride campaign? What evidence is in the public domain that landowners know that sedimentation is a major contributor to the degradation Laolao Bay and the existence of activities supporting revegetation efforts? What is the evidence that landowners are applying erosion control
(Planning and Implementation phase)
- Assessment of impact
Quantitative:
Implementation phase to end of the campaign
-Record of effectiveness of barrier removal - Assessment of impact
Quantitative:
Implementation phase to end of the campaign
Assessment of impact
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new behavior (s)? 11. What are the long term effects on TR and CR objectives
practices when land clearing? What is the evidence sedimentation entering Laolao Bay has decreased?
Quantitative:
The next five years
Assessment of impact toward TR/CR
Qualitative Data Collection Qualitative data collection will be carried out in the surrounding communities of the Laolao Bay Watershed as well as the small community within, which will include Dandan, San Vicente, and Kagman. Using the seven qualitative research questions focus groups, in-depth interviews, and observational research will be used to understand the “why” of landowner’s attitudes, behaviors, values, motivations, and lifestyle. Answers to these questions will be extremely valuable in segmenting target audiences, identifying key influencers, and designing effective messaging. The following are tools to gather qualitative data collection
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Observational Research An observation was done within the Laolao Bay Watershed at a landowner’s residence on Laolao Bay drive. The observation was to see how this landowner’s practices affect sediment runoff and understand how they could prevent future sediment runoff. Observation of this landowner’s backyard included cleared land where he had about 30 goats. Undesired practices such as land clearing, burning of trash, and improper maintenance of animal waste were observed. Further observational research will be conducted throughout the villages of San Vicente, Dandan, and Kagman. In addition to household observations, an observational research of the Laolao Bay Golf Course will be conducted to observe maintenance of their courses. With the assistance of Jose Quan, Geographic Information Systems Analyst of Division of Environmental Quality we will map out locations of bare soil areas, unpaved roads, cleared areas and farms within the villages San Vicente, Dandan, Laolao, and Kagman.
In-depth interviews A study will occur in the villages of San Vicente, Dandan, Kagman and Laolao Bay to help understand knowledge, attitude, and practices changes necessary to address the threat of sedimentation entering Laolao Bay. A total of four interviews will be conducted, one from each village. The data collected of the knowledge and attitudes of private landowners will ground truth assumptions of their behaviors towards
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land clearing practices. Understanding what will encourage landowners to care and value the benefits of a healthy reef. All data will be gathered through detailed notes, observations, and recorded using a tape recorder. Location of in-depth interviews will be conducted at a central location convenient for each landowner. Additionally, key informant interviews with local experts and key influencers will be conducted by the campaign manager of the Laolao Bay watershed to get an input of information and to know what they feel is the best approach to engaging landowners to adopt best erosion control practices.
Key informant interviews:
David Rosario, Wastewater, Earthmoving, and Erosion Control Program Manager Clarissa Bearden, Water Quality Lab Program Manager Derek Chambers, Technical Advisor Emanuel Borja, Environmental Engineer- Division of Environmental Quality Perry Tenorio, Director of Marianas Visitors Authority Gene Weaver, Chairman of Saipan Fisherman’s Association Representative Joe Palacios, Chair of Natural Resources Tosh Yamaguchi, Northern Marianas Dive Association Peter Houk, Chief Biologist of Pacific Marine Resources Institute Table including specific steps for in-depth interviews and expected completion dates
Research steps for in-depth interviews Observe activities of landowners, conduct site visits Identify appropriate landowners and consult with key influencers for interviews Schedule interview meetings Conduct interviews Analyze results of in-depth interview Summarize result into a table
Expected completion date Week 2, September Week 2, September Week 4, September Week 3-4, September Week 1, October Weeks 3-4, October 15
Focus group (1 focus group) A focus group will be held with landowners who live in the surrounding communities and within the Laolao Bay watershed to begin to develop an understanding of this group. In addition, to understand how their actions on land can impact the health of Laolao Bay’s coral reef habitat. This will be an effective method for obtaining information about their perceptions and beliefs regarding the threat of sedimentation and the solutions to address the threat. This group would consist of five to ten participants who are fairly similar to each other. Invitation to do a focus group will be sent out to all landowners giving information on when it will be held and venue. Table including specific steps for in-depth interviews and expected completion dates
Research steps for focus groups Complete the focus group discussion guidelines.
Identify and confirm appropriate venue for discussion. Invite and confirm the presence of key individuals. Implement and analyze focused groups. Summarize result in table. Complete results chain and targets.
Expected completion date Week 1,September Week 2, September Week 2, September Week 3 – 4, September Week 1, October Week 1 – 2, October
Quantitative Data Collection Quantitative data collection will include a door to door standardized KAP survey of landowners in the communities of Dandan, San Vicente, Laolao and Kagman with a sample size of 357. This KAP survey will help to assess what landowner’s knowledge, attitudes, and practices are before and after the campaign. Monitoring will be done during the planning phase, the next year, and after the campaign. Monitoring of the reduction of sedimentation will be conducted by the CNMI Marine Monitoring Team and campaign manager using turbidity testing instruments. Tests will be given to the water quality lab to determine results. Conservation result will be biologically monitored by Pacific Marine Resources Institute, a local nongovernmental organization and partner. The results from this data collection will evaluate the impact of the
16
campaign and evaluate where landowners are before and the campaign in the stage of behavior change.
Sociological Surveys Based upon the information unearthed through qualitative research of landowners, data will be needed regarding audience awareness, knowledge, attitudes and behaviors prior to the implementation phase. Therefore, a pre-campaign standardized KAP survey will be conducted during the first week of November to provide a baseline. Using the preliminary research, the survey is drafted and pre-tested in order to evaluate its validity and identify any missing gaps. Quantitative survey will be very useful for identifying and understanding the audience better in terms of their demographics and behaviors.
Who to sample
Population Any Total size subgroups Sample Size
Landowners 5,000 (Residents of Dandan, San Vicente (inclusive of Laolao Bay), and Kagman)
Dandan, San Vicente, Laolao and Kagman
357
Random, stratified random, or census
Door to door, location, or intercept
Sample size of subgroup
Random
Door to door
Still need to determine this sample size
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The target population lives in a defined community around Laolao Bay and the target population includes all watershed residents. Therefore, to get a representative sample of landowners (i.e. Residents of watershed who may be clearing land), a door to door survey will be conducted. The population size will be a subset of total watershed residents (or total watershed residents) including the Laolao Bay Watershed and surrounding communities. This will be determined using a Geographic Information System layer of households and data from Census 2010 to determine sample strategy. For the DanDan and Kagman watershed, only households that fall within the boundary of where the drainages will be sampled. A random stratified sample will be used to conduct a door to door survey of the watershed residents by trained enumerators. Only individuals 18 and over will be sampled. The sample size will be determined using number of adult residents in each community based on the standardized confidence level of 95% and a confidence interval of 5% depending on how many watershed residents within the three communities. Enumerators will be recruited from the Bureau of Statistics, Census, and/or the Natural Resources Management Club of the local college. These enumerators are expected to conduct the best interviews possible as well as understand the purpose of the research. Fourteen enumerators will be trained and paired up in seven teams. Training for enumerators will be conducted at a hotel where lunch will be provided. Stipends may be provided depending on funding. Survey Planning Table
Total survey sample size
357
Time for enumerator to do one survey
30 minutes
N of hrs. enumerator works a day
4 hours
N of surveys one enumerator can do a day
12-18
N of enumerators available
7 (in pairs)
N of surveys done a day by total n of enumerators
10 surveys per day (On Friday, two teams will 18
get 13 and one team will get 11). 14 enumerators a day N of days needed to do survey
2 week s
Additional days needed for travel if any
None
Dates for training of enumerators & final survey testing
11/13/12 Week 3 of November after election
Beginning and end date of survey
12/3/12-12/17/12
N of people available to do data entry
5 people
Beginning date of data entry Date of completion of data entry
12/01/12 12/30/12
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Figure 3. Draft Results Chain for behavior change in Laolao Bay
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Draft SMART Objectives Steps of Theory of Change Knowledge
Intermediate Results 1. Landowners know about how important Laolao Bay's coral reefs are for fisheries, tourism, and recreational activities.
2. Landowners know that sedimentation is detrimental to Laolao Bay's coral reef health.
3. Landowners can describe erosion control practices 4. Landowners know that land clearing activities without ECP lead to sedimentation in the bay.
5. Landowners know that they need a DEQ permit before conducting earthmoving activities.
Preliminary (SMART) Objectives 1. By the end of September 2014, watershed landowners will increase their knowledge of how important Laolao Bay’s coral reefs are for fisheries, tourism, and recreational activities from X% to Y% through the Laolao Bay Watershed Pride Campaign. 2. By the end of September 2014, watershed landowners will increase their knowledge that sedimentation is detrimental to Laolao Bay’s coral reef health from X% to Y%. 3. By the end of September 2014, watershed landowners can describe erosion control practices from X% to Y%. 4. By the end of September 2014, watershed landowners will increase their knowledge that their current land clearing activities without ECP causes sediment flow into the bay from X% to Y%. 5. By the end of September 2014, the percentage of landowners who identify that a Division of Environmental Quality permit is required before conducting
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6. Landowners know how important native vegetation is for land preservation.
Attitude
1. Landowners believe that the watershed/bay should be protected from sedimentation.
earthmoving activities will increase from X% to Y%. 6. By the end of September 2014, watershed landowners will know how important native vegetation is for soil preservation will increase from X% to Y%. 1. By the end of September 2014, an increase from X% to Y% of watershed landowners strongly agrees that the Laolao watershed/bay should be protected from sedimentation.
2. Landowners are willing to apply for a Division of Environmental Quality Earthmoving and Erosion Control permit because they know that sedimentation leads into the bay.
2. By the end of September 2014, watershed landowners will agree that a Division of Environmental Quality Earthmoving permit is required before any type of land clearing from X# to Y#.
3. Landowners are willing to implement erosion control practices that are required in Division of Environmental Quality Earthmoving and Erosion Control permit.
3. By the end of September 2014, an increase from X# to Y# of watershed landowners will agree to use erosion control practices that are required in a Division of Environmental Quality Earthmoving and Erosion Control permit.
4. Landowners believe planting native vegetation is important for land preservation.
4. By the end of September 2014, an increase of watershed landowners believes planting native
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Interpersonal Communication
1. Landowners talk to each other about the benefits of Laolao Bay for fisheries, tourism, and recreational activities.
2. Landowners talk to each other on how sedimentation is destroying Laolao Bay's reefs.
3. Landowners foster dialogue with one another on how lack of erosion control practices can lead to sedimentation in the bay.
4. Landowners talk to each other about the need to apply for a Division of Environmental Quality Earthmoving and Erosion Control permit when conducting earthmoving activities.
5. Landowners talk to other landowners about applying erosion control practices.
vegetation is important for land preservation from X% to Y%. 1. By the end of September 2014, watershed landowners will talk to each other about the benefits of a healthy watershed/bay will increase from X% to Y%. 2. By the middle of September 2014, an increase of X% to Y% of watershed landowners will talk to each other on how sedimentation is destroying Laolao Bay’s reefs. 3. By the middle of September 2014, watershed landowners foster dialogue with one another on how lack of Erosion Control Practices can lead to sedimentation in the bay will increase from X% to Y%. 4. By the middle of September 2014, watershed landowners talk to each other about the need to apply for a Division of Environment Quality Earthmoving and Erosion Control permit when conducting earthmoving activities will increase from X% to Y%. 5. By the middle of September 2014, watershed landowners will talk to each other about applying erosion
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control practices from X% to Y%. 6. Landowners talk to one another about planting native vegetation on exposed soils within their property.
Barrier Removal
1. Landowners actively participate in Watershed Working Group meetings.
2. Landowners are provided the technical know how to implement best ECP when land clearing. Behavior Change
1. Landowners apply for a DEQ permit when conducting earthmoving activities.
2. Landowners apply ECP when land clearing (small scale).
3. Landowners make efforts to plant native vegetation within their property
Threat Reduction
1. Reduction in sedimentation entering Laolao Bay.
6. By the middle of September 2014, watershed landowners will talk to one another about planting native vegetation on exposed soils within their property will increase from X% to Y%. 1. By the end of September 2014, an increase from X# to Y# of watershed landowners will be a part of the Watershed Working Group. 2. By the end of September 2014, the # of watershed landowners will attend demonstration sites in Laolao Bay will increase from X# to Y#. 1. By the end of 2014, an increase of X% to Y% of watershed landowners will apply for a DEQ permit when conducting earthmoving activities. 2. By the end of 2014, an increase of X% to Y% of watershed landowners will apply erosion control practices to their property. 3. By the end of 2014, watershed landowners will make efforts to plant native vegetation within their property will increase from X% t Y%. 1. By the end of 2014, an increase of native vegetation and
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Conservation Result
1. Decrease water turbidity
2. Increase benthic substrate ratio
3. Increase native vegetation
implementation of erosion control practices will result in the reduction in sedimentation entering Laolao Bay will decrease from X% to Y%. 1. By the end of 2014, the level of water turbidity at Laolao Bay will decrease from X% to Y%. 2. By the end of 2014, benthic substrate ratio in Laolao Bay’s coral reefs will increase from X% to Y%. 3. By the end of 2014, native vegetation will increase in the Laolao Bay Watershed from X% to Y%.
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Questions for Stages of Behavior Change The stages of behavior change are also a critical indicator for understanding our target audience. As such the following stages of behavior change have been drafted for a question in the sociological survey:
Behavior Change
General Behavior Change Statement A person will need to understand the need for change.
Laolao Bay Behavior Change Statements [] I have never considered applying for a Division of Environmental Quality (DEQ) Earthmoving and Erosion Control permit before conducting any type of land clearing.
Contemplation
A person will need to believe in change.
[] I am considering applying for a permit but haven’t decided.
Preparation
A person will need to be able to afford the time, money, training, or energy to make the change.
Validation
A person will need to have a support network to communicate with about the change.
[] I intend to apply for a Division of Environmental Quality (DEQ) Earthmoving permit, but I haven’t talked to anyone. [] I have talked to someone about my intention to apply for a Division of Environmental Quality (DEQ) Earthmoving permit.
Pre-Contemplation
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Action
A person will need to apply Self-discipline to make the change.
[] I will apply for a Division of Environmental Quality (DEQ) Earthmoving permit before conducting any type of land clearing.
Maintenance
A person will need to make the change part of their daily life.
[] I will always apply for a Division of Environmental Quality (DEQ) Earthmoving permit before any type of land clearing.
Monitoring Threat Reduction and Conservation Result Protocol for TR
During the planning phase, a meeting will be scheduled with Pacific Marine Resources Institute, the CNMI Marine Monitoring Team, and the Division of Environmental Quality Water Quality branch to discuss what type of data, methods, and monitoring has already been collected at Laolao Bay. From this information we can decide on the level of involvement the campaign manager can have in regards to threat reduction monitoring. Date collection for threat reduction will be conducted three times on an annual basis to monitor sedimentation from erosion. With the assistance of Commonwealth of Northern Marianas Islands (CNMI) Marine Monitoring Team and the Division of Environmental Quality Water Quality Lab branch, monitoring will be conducted using water quality meters/tests. Other instruments that will be used are flow meters, sediment traps and water turbidity secchidisc to determine amount of sedimentation. Additionally, degraded patches of land and/or wildfires will be mapped out using a Global Positioning System (GPS) within the surrounding areas of Laolao Bay. Also, the use of Geographic Information Systems (GIS) and help from the GIS Analyst of a Division of Environmental Quality will aid in determining where exposed soils need revegetation. 27
Protocol for CR
The conservation result of the campaign is improved water quality, increase in benthic substrate ratio and increase in native vegetation. These conservation targets will involve biological monitoring by Pacific Marine Resources Institute (PMRI), a local environmental non-governmental organization. To measure and calculate coral cover, a benthic substrate ratio will be used. PMRI will gather data collection within Laolao Bay and evaluate watershed drainage associated with the San Vicente access road, a major component of construction activities which has been completed and the GapGap access road which is currently unpaved. Potential Research Challenges Challenge Audience unwilling to participate in interviews Difficulty in finding enumerators
Difficulty in finding a focus group facilitator
Uncertain weather conditions
Communication with Pride Program Manager and team
Alternative/Solution Identify key influencers to engage audience to participate and build trust. Look into Bureau of Statistics to hire trained enumerators. Also, check with past Campaign Manager Brooke Nevitt to see how she selected her enumerators. Will look into Coral Reef Interns, Earth Team Volunteers from Natural Resources Conservation Hire Taro Leaf (non-profit organization) to facilitate focus group meeting or collaborate with Kodep Uludong, Campaign Manager of the Managaha Marine Conservation Area. In the midst of the rainy season in October, to best account for as much of research. In-depth interviews and focus group will be done indoors. Pride Program Manager is located in Palau where connectivity is poor. Will ensure weekly
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Election year (November 2012) will conflict with time of surveys being conducted. Surveys may be viewed as political.
calls are scheduled to avoid internet difficulties. Also, communication with other campaign managers will be difficult due to technologically challenged areas. Will assure that enumerators explain that survey is not related at all to any political campaigns.
Analysis Qualitative – Capturing all the data from all in-depth interviews, focus groups, and key informant interviews will be done immediately after each session. Observations and responses will be shared between the moderator and note-taker and come to an agreement on how to analyze findings. This is critical in assuring that all information is gathered and analyze to finalize concept model, target audience segmentation, results chain, smart objectives, and final survey template. If permitted by participants, a tape recorder will also be used to capture the interviews. Further, ensuring all seven research questions are answered clearly and analyzed instantly to avoid a bias analysis. If seven questions are not answered, more interviews will be conducted.
Qualitative research questions Example for first question
Landowners-not carrying out best erosion control practices Questions to ask during focus groups/interviews
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Qualitative research questions Why is the target audience carrying out their current behavior(s)?
Do you own land? Do you know of any erosion control practices done within the Laolao Watershed area? When was the last time you cleared land and for what purposes? Why did you clear land?
Are there multiple audiences that need to change their behavior(s)?
Is your land currently being leased out? If yes, for what purpose (Commercial or Residential)? What are you using your land for? (Leased out, farming).
Are there audiences that have major influence over your primary audience (i.e. key influencers)?
Who would you talk to if you had concerns within your area or about your land? Who would you talk to if you were going to clear your land? When was the last time you applied for a permit to clear your land?
What does your target audience(s) perceives as the barrier(s) to taking on the new behavior(s)?
What kind of workshop would you attend regarding erosion control best practices? Would you participate in a demonstration site to learn more about best erosion control practices? If we were to develop a demo site on EC best practices, what kind of
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Qualitative research questions activities would you like to see? What do you think of a demonstration site on Erosion Control Practices? What would make it difficult for people to attend? What does your target audience(s) perceive as the benefit(s) in carrying out the new behavior(s)? What would landowners get out of ECP?
How do you feel about improving the road in your area? Are there any benefits to having a healthy watershed? What type of benefits? What do you know about erosion control practices? Do you think it has an effect on the watershed? If so, what kind of effects?
What information source(s) do the target audience(s) look to when it comes to the target behavior?
Who does the target audience(s) trust as an information source?
Where do you look to for information on erosion control practices? Who do you know that can be a resource for learning more? Who do you think can help? Where do you get your information about community events? Who do you trust to get information?
Quantitative – Microsoft excel will be used for analyzing data derived from survey questionnaires. This will entail five steps including creating an excel database, coding data, inputting data after surveys are completed, cleaning data and lastly analyzing the data. Quantitative data will be entered shortly after the KAP survey is completed by enumerators. Data entry will be done using up to five enumerators. This data will quantify figures and percentages presenting results of the KAP survey.
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Bibliography CNMI Department of Commerce Central Statistics Division. (2010). Population of the Commonwealth of the Northern Marianas Islands by Village: 2010. Division Fish and Wildlife, Department of Land and Natural Resources, Division Environmental Quality, Coastal Resources Management (2003). Commonwealth of the Northern Mariana Islands Three-Year Coral Reef Protection Local Action Strategy. Division of Environmental Quality. (2012). [Laolao Bay Watershed Map]. Hermann, K & Gambhos, M. (2009). CNMI Laolao Bay Conservation Action Plan. Houk P., et al. (2011). Laolao Bay Road and Coastal Management Improvement Project: Ecological and Water Quality Assessment. PMRI, DEQ, CRM, Saipan. 42pp.
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Appendix A. Research and Planning Timeline Refer to excel file for Gantt chart. 2012_08_12 Micronesia Campaign Gantt Template.xlsx
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Appendix B. In-Depth Interviews Guide Objective: To ground truth assumptions aimed at providing landowners simple erosion control practices and reducing sedimentation in Laolao Bay. Campaign manager will need to identify barriers to action, target audience, potential messaging and ways to facilitate positive change. These in-depth interviews will help that process by probing perceptions and values around land clearing practices and the overall health of the Laolao Bay Watershed. This information combined with a survey and interviews with key informants who have experience dealing with sedimentation on Saipan will also help inform the campaign. A total of three in-depth interviews will be conducted. Target audiences for in-depth interviews: Landowners from San Vicente, Dandan, Laolao and Kagman. Recording the in-depth interviews: There should be a moderator and a note taker. We should also record the discussion with at least an audio recorder. A recorder is available for use if permitted.
Seven important qualitative research questions 1.
Why is the target audience carrying out their current behavior(s)?
In-depth interviews with landowners from Dandan, San Vicente, Laolao, and Kagman Do you own land? When was the last time you cleared land and for what purpose? How did you clear land (i.e. burning, machinery, or manual clearing)?
2.
2. Are there multiple audiences that need to change their behavior?
Is your land currently being leased out? If yes, for what purpose (Commercial or Residential)? Are there other types of land use and development that are contributing to sedimentation in the watershed and reef?
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3.
3. Are their audiences that have a major influence over your primary audience (i.e. Key Influencers)?
Who would you talk to if you had concerns within your area or about your land? Who would you talk to if you were going to clear your land? When was the last time you applied for a permit to clear your land?
4.
5.
4. What does your audience perceive as the barrier(s) to taking on the new behavior (s)?
What does your audience perceive as the benefits in carrying the out the new behavior (s)?
If we were to develop a demonstration site on erosion control best practices, what kind of activities would you like to see? What do you think would make it difficult for people to attend? How do you feel about improving the road in your area? Are there any benefits to having a healthy watershed? What type of benefits? What do you know about erosion control practices? Do you think it has an effect on the watershed? If so, what kind of effects?
6.
7.
What information sources do the target audiences look to when it comes to the target behavior? Who does the target audience trust as an information source?
Where do you look to for information on erosion control practices? Who do you know that can be a resource for learning more? Where do you get your information about community events? Who do you trust to get information?
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Appendix C. Focus Group Guide Objective: To ground truth assumptions aimed at applying erosion control practices and reducing sedimentation in Laolao Bay. Campaign manager will need to identify barriers to action, target audience, potential messaging and ways to facilitate positive change. This focus group will help that process by probing perceptions and values around land clearing practices and the overall health of the Laolao Bay watershed. This information combined with a survey and interviews with key individuals who have experience dealing with sedimentation on Saipan will also help inform the campaign. Target audiences for focus groups: Landowners from San Vicente, Dandan, Laolao and Kagman. Recording the focus group discussions: There should be a moderator and a note taker. We should also record the discussion with at least an audio recorder. A recorder is available for use if permitted.
Seven important qualitative research questions 1.
Why is the target audience carrying out their current behavior(s)?
Focus group discussion with landowners from Dandan, San Vicente, Laolao, and Kagman What types of land clearing activities is being practiced in your area? What are the reasons for choosing these types of land clearing methods? Have you noticed any large scale land clearing activities around your area that you feel is detrimental to Laolao Bay’s reefs?
2.
Are there multiple audiences that need to change their behavior?
Any recent construction activities in your area? If so, what type of construction? Are there any large scale farming located in your area? Have you notice any large scale burning in your area in the past six months? Do you feel that land clearing contributes to
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sedimentation in Laolao Bay? 3.
Are their audiences that have a major influence over your primary audience (i.e. Key Influencers)?
Is there a process before conducting any land clearing activities? If you need information on land clearing practices who can you talk to? Where can landowners get technical know how to best erosion control practices?
4.
What does your audience perceive as the barrier(s) to taking on the new behavior (s)?
Would you be willing to apply simple erosion control practices if they were available? Would you be willing to adopt land clearing practices if they were easy to adopt?
What would help make it easier for you to adopt these solutions? 5.
What does your audience perceive as the benefits in carrying the out the new behavior (s)?
If a campaign was launched to reduce sedimentation, will people care? What would motivate people to change? (This is a key question to explore what will and will not activate behavior change and would benefit from probing questions around what makes people care and not care.)
6.
What information sources do the target audiences look to when it comes to the target behavior?
Where do you get your information on environmental issues? Are you aware of any resource agencies that can provide such information?
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7.
Who does the target audience trust as an information source?
Who will people listen to or respect? Fellow residents? Government officials? Enforcement officers? Who will they not respect?
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Appendix D. Enumerator Training Agenda Time: November 14, 2012 9:00am-4:30pm; November 15, 2012 8:00am-12:00pm Number of Enumerators: 14 Enumerators Objectives of the Training:
Brief overview of Laolao Bay Pride Campaign Describe purpose of the questionnaire survey Explain the role of an enumerator Demonstrate key skills in conducting KAP survey Pre-test KAP survey Articulate rules and quotas for selecting respondents Location of where each enumerator will be conducting surveys
Day and Time: Day 1: 9:00 am – 9:30am
Day 1: 9:30 am10:00am Day 1: 10:00am -
Topic:
Length of Session:
Facilitator:
Introductions: Purpose and Goals of the KAP Survey (15min) Laolao Bay Watershed & 2 year Pride Campaign (Power-point presentation) (15
30 minutes
Jihan Buniag
30 minutes
Kaitlin Mattos
min) Role of Enumerator in
KAP Survey (Discussion and Q&A) 15 minute break
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10:15am 10:15am – 11:15am Day 1: 11:15am11:30am 11:30am -12:00pm Day 1: 12:00pm1:00pm Day 1: 1:00pm2:00pm Day 1: 2:00pm3:00pm Day 1: 3:00pm3:15pm Day 1: 3:15pm 4:15pm Day 1: 4:15pm 4:30pm Day 2: 8:00am10:00am Day 2: 10:0011:00am Day 2:11:00am12:00pm Day 2:12:00pm-
Review of 1 hour Questionnaire Survey Break (Energizer) 15 minutes
Jihan Buniag Kaitlin Mattos
Interview an Enumerator Lunch
30 minutes
Selecting respondents: How to choose who to interview Practice interview with each other
1 hour
Break
15 minutes
Practice interview with each other End of the day
1 hour
Jihan Buniag
30 minutes
Jihan Buniag and Kaitlin Mattos Jihan Buniag
Kaitlin Mattos
1 hour
1 hour
Conduct 2 hours questionnaire survey (Field Survey Pre-Test) Reflection on Pre1 hour Test & changes/suggestions for survey Review logistics 1 hour
Jihan Buniag
Kaitlin Mattos
Jihan Buniag and Kaitlin Mattos
All
Lunch 40
1:00pm
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Appendix E. Audience Segmentation and Cost Benefit Table Potential TA
How many? Adults only (Rough Estimate)
Desired behavior
Primary campaign TA (Landowners or residents living within and surrounding watersheds feeding into bay).
100+
To implement best erosion control practices
Secondary Campaign TA (Construction workers)
100+
What will TA need to give up/sacrifice if they adopt this desired behavior?
Unsustainable land clearing
Freedom to do what they want in their own land.
Costs of the new practices (if any).
Costs
Clearing with a DEQ Earthmoving & Erosion Control Permit.
Contractors in compliance in professionally implementing the approved erosion/sedime nt control measures-retaining storm water and sediment within the construction site.
Inspecting and maintaining erosion/sedime
What will TA gain/benefit if they adopt desired behavior? Healthier watershed
More sustainable practices, No fines or notice of violations, no loss of business license.
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nt controls.
Familiarity with the site plan; and familiarity in the installation of erosion/sedime nt control measures.
Key Influencer
Fishing community, dive community, NMDOA, MVA
To inspire landowners to implement best erosion control practices.
Community mobilization
30,000+
Replicate efforts in other areas. Importance of their resources. Sense of ownership to land. Connection to land and marine resources.
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