In June 2007, the Research and Learning Group conducted a quantitative baseline sentinel survey on HIV and AIDS Knowledge, Attitudes and Practices (KAP) and Cambodian media.
This study had several objectives:
- A 'baseline' measure of HIV and AIDS KAP indicators relevant to the mass media component on the Global Fund-supported work in Cambodia
- A periodic assessment of the Cambodian media landscape and the performance of selected Trust outputs in reaching audiences.
- On-going trend measurement using on indicators and data established since 2003 by the Trust's previous HIV and AIDS KAP studies
- Development and use of more detailed measurements of discussion on key issues such as HIV and AIDS
- Collecting new data that reflects and contributes to growing international knowledge about stigma and discrimination
These last two objectives reflect the Trust's increasing attention to measuring its impact on social obstacles - stigma and discrimination, gender inequalities, weak or underaccessed health systems - that hinder responses to HIV and AIDS.
The Trust has used cross-sectional household-based surveys. With a total sample size of 1,368 young people aged 15-29 from six locations-Phnom Penh, Kandal, Kampong Speu, Kampong Chhnang, Battambang and Siem Reap-with the highest level of media consumers according to the CDHS 2005.
Data was collected using face to face interviews in the Khmer language. Interviews
lasted 50-90 minutes, and were conducted in private locations with the informed
consent of respondents.
Fieldwork was conducted in June 2007. Male interviewers interviewed male
respondents; female interviewers interviewed females.
The survey questionnaire covered the following topics:
- Demographics
- Media Practices
- Risk Perception
- 'Talk About'
- Sexual Experiences
- Condoms
- HIV Testing
- Stigma and Discrimination
- HIV and AIDS on Radio and TV
- Exposure to the Trust's HIV and AIDS Outputs