United Nations Children's Fund (UNICEF) is an organisation committed to promoting for the fulfilment of rights for children - A research was undertaken in one of the districts in Zimbabwe which has a significantly high number of orphans.
NOTTINGHAM TRENT UNIVERSITY
IN CONJUCTION WITH
OPEN LEARNING CENTRE
COURSE: CERTIFICATE IN MANAGEMENT STUDIES
MODULE: MEETING CUSTOMER NEEDS
STUDENT: VIMBAINASHE NDORO CM15
DUE DATE: 21 JULY 2003
Executive Summary
The vulnerability of orphans and other vulnerable children in Zimbabwe is increasing rapidly due to the consequences of the current HIV/AIDS epidemic, deepening economic hardship and food insecurity. This report is aimed at looking at ways to meet the needs of these specific "customers". United Nations Children's Fund (UNICEF) is an organisation committed to promoting for the fulfilment of rights for children. A research was undertaken in one of the districts in Zimbabwe which has a significantly high number of orphans. The objective of the research was to establish what the needs of the orphans are and come up with critical actions to undertake in the future to meet these needs. The main areas of concern from the research were the increase in school drop-outs, increase in malnutrition cases and lack of psychosocial support for the orphans.
Recommendations have been clearly outlined aimed at reducing the orphans overall vulnerability through various project interventions by supporting community based orphans and vulnerable children (OVC) programmes and bringing together policy makers and grassroots level service providers at policy level at district and community level.
(to be revised)
TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
INTRODUCTION 4
2 MARKETING RESEARCH 6
2.1.1 Research Methods 7
2.1.2 Sampling frame 7
2.1.3 Research Tools 8
3 SITUATION ANALYSIS 10
3.1 MICRO-ENVIRONMENT 10
3.1.1 Nature of the environment 10
3.1.2 The Porter's model of competitive advantage 11
3.1.3 SWOT ANALYSIS 14
3.2 MACRO ENVIRONMENT 15
3.2.1 PEST Analysis 15
3.2.2 TOWS Analysis 18
4 ANALYSIS OF RESEARCH FINDINGS 19
4.1 ANALYSIS OF WHAT UNICEF HAS DONE TO MEET CUSTOMER NEEDS 20
5 GAP ANALYSIS 22
5.1.1 Psycho-social support 22
5.1.2 Right to education 22
5.1.3 Access to food 23
5.2 STAKEHOLDER ANALYSIS 24
5.2.1 Mapping Level Interest 25
5.2.2 Public Sector Portfolio Matrix 26
5.3 MARKETING STRATEGY 27
6 CONCLUSION 28
7 RECOMMENDATIONS 29
8 REFERENCES 30
9 APPENDICES 31
9.1 APPENDIX A - UNICEF PROFILE 31
9.2 APPENDIX B - SWOT ANALYSIS 33
9.3 APPENDIX C - QUESTIONNAIRE 35
9.4 APPENDIX D - QUESTIONNAIRE WITH CARE-GIVERS 47
Introduction
UNICEF is a non-profit, inter-governmental, international organisation and a member of the UN agencies. It is guided by the vision of the world where leaders commit to use their power and influence to assure for every child, the rights and opportunities to grow to adulthood in dignity, security and self-fulfilment.
In order to achieve its aims, all sectors of society need to be committed and hold themselves accountable for taking actions on behalf of children. These include a broad range of partners, including the entire United Nations system, governments, international financial institutions, NGOs, religious groups, the private sector, the media, general public and the children themselves.
UNICEF's current organisational priorities are girls' education , integrated early childhood development, immunisation, fighting HIV/Aids and improved protection of children from violence, exploitation, abuse and discrimination. These organizational priorities have been selected not only because of their worldwide importance and potential impact on children's lives, but also because UNICEF has comparative advantages in these areas, which arise from its mandate as the world's premier organization for children and from years of experience and accumulated expertise.
UNICEF cannot achieve its mandate of advocating for the protection of children's rights, to help meet their basic needs and to expand their opportunities to reach their full potential if it does not know what the children's needs are.
Michael Porter states that in every organisation there are two types of customers internal and external. This paper examines the external customer in this case the children of Zimbabwe. Philip Kotler defines a need as customer's lack of something.
An organisation cannot satisfy the needs and wants of all its customers. To do so may result in a massive drain in company resources. UNICEF has identified the following customer segments: orphans and vulnerable children, women and the general public. Of these customer segments, this paper will focus on the orphans and vulnerable children.
The orphans and vulnerable children include orphans, children with one parent, neglected children and children affected/infected by HIV/AIDS.
The modern marketing concept can be expressed as :
"The achievement of corporate goals through meeting and exceeding customer needs better than the competition." (Jobber 1995)
This is the 'approach or concept which can be used as the guiding philosophy for all of the activities of an organisation. Peter Drucker once wrote "There is only one valid definition of business purpose: to create a customer." At its simplest, if you do not have any customers for the product or service your business offers, then there is no reason for continuing existence.' [Adcock et al 1995].
According to Philip Kotler organisations should adopt a marketing concept. He describes a market oriented company as one striving to better serve its customer's needs.
Marketing objectives, goals and targets have to be monitored and met, competitor strategies analysed, anticipated and exceeded. Through effective use of market and marketing research an organisation should be able to identify the needs and wants of the customer and try to deliver benefits that will enhance or add to the customers lifestyle, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the organisation. To find out the needs of its most vulnerable customers, the orphans a marketing research was undertaken in one of the districts UNICEF supports.
2 Marketing Research
According to Peter Drucker marketing is so basic that it cannot be considered a separate function. It is the whole business seen from the point of view of its final result , that is from the customer's point of view. He goes on to say business success is not determined by the producer but the customer. (Kotler,1996)
Corey also explains marketing as consisting of all activities by which a company adapts itself to its environment - creatively and profitably. The marketing process begins with customer needs analysis. (Kotler, 1996)
The current situation in Zimbabwe is such that there is a great need to match the capacities, capabilities and efforts of the organisation to the needs of customers. To date HIV/AIDS has affected and infected an estimated 36 million people and claimed 22 million lives globally. The HIV/AIDS epidemic is leaving increasing numbers of vulnerable children in need of special care and protection. This is the reason why it is vitally important that the needs of these orphans be identified and something be done to assist them to grow to adulthood in dignity.
The American Marketing Association defines marketing research as the systematic gathering, recording and analysis of data about problems relating to the marketing of goods and services.
Research is the only tool an organisation has to keep in contact with its external operating environment.
The investigation has been undertaken in the spirit of societal marketing concept, being a process of collecting information from clients/customers in order to answer such questions which will enable any organisation to address the need of meeting customer needs. Social marketing is defined by Kotler(1975) as the design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice in a target group. It utilizes market segmentation, consumer research, concept development, communications, facilitation, incentives and the exchange theory to maximize target group response.
2.1.1 Research Methods
Qualitative research methods have been carried out by means of in-depth interviews with orphaned children between 6 and 12 years of age and focus group discussions with organisations working directly with the orphans and vulnerable children.
A qualitative research method was used as it focuses on people's opinions and attitudes towards a service which is what the research intended to get.
The aim being to find out the needs of the orphans and vulnerable children and what they expect from UNICEF.
2.1.2 Sampling frame
In-depth interviews with the orphans were done at Mudzi District. Mudzi is situated in the North Eastern part of Mashonaland East Province. It borders with Mutoko District in the South West, Uzumba-Maramba- Pfungwe in the North West, Nyanga District in the South East, Mozambique in the North East and Rushinga in the north. Its proximity to Nyamapanda border post makes the people of Mudzi district more susceptible to HIV/AIDS transmission resulting in an increase of mortality cases due to HIV/AIDS. The number of orphans within the District continues to swell due to escalating deaths from HIV/AIDS. Orphan care services need to be more available in the district. The database at district level indicates that 5000 children are orphans as at March 2002 but the figure is not exhaustive. Of the estimated 5000 orphans in the district, in-depth interviews were done with 20 children from different wards in the district. See Appendix C for the questionnaire used.
Questionnaires were also distributed to 10 caregivers with the aim of getting information of what they think the children need most and how the organisation can assist. (See Appendix D for the questionnaire.)
The focus group discussions were held with the 6 district officials with the aim of getting information on the organisations assisting the orphans and vulnerable children and what they had done for the community. (See Appendix E for the questionnaire used.)
The research aimed at addressing the following:
. To establish the number of orphans who have not been registered that is, with no birth registration certificates as it means they cannot enrol for school.
2. Establishing baselines on the well-being of orphans and vulnerable children against which progress can be measured and programme adjustments can be made
3. Establishing how many children are benefiting from the community support services compared to all the orphans and vulnerable children at community level
4. To establish if children are getting the much needed psychosocial support
5. To establish the focal groups involved in the care of orphans and vulnerable children which UNICEF can support.
2.1.3 Research Tools
The research tools used were questionnaires which were distributed to the community care-givers, in-depth interviews with orphaned children between the ages of 6 and 12 and focus group discussions with local groups in the community who assist the orphans.
The table below explains the merits and de-merits of the research tools used.
Method
Overall Purpose
Advantages
Challenges
Questionnaires
When need to quickly and/or easily get lots of information from people in a non threatening way
* Can complete anonymously
* Inexpensive to administer
* Easy to compare and analyse
* Administer to many people
* Can get lots of data
* Might not get careful feedback
* Wording can bias client's responses
* Are impersonal
* Doesn't get full story
Focus groups
Explore topic in depth through group discussion, e.g. about reactions to an experience or suggestion, understanding common complaints, etc : useful in evaluation and marketing
* Quickly and reliably get common impressions
* Can be efficient way to get much range and depth of information in short time
* Can convey key information about programs
* Can be hard to analyse responses
* Need good facilitator for safety and closure
* Difficult to schedule 6-8 people together
The in-depth interviews with orphaned children between 6 and 12 years of age aimed at identifying problems of orphans in relation to care, education and primary health care by interviewing the orphans themselves.
Focus group discussions were conducted with the community members to identify local groups in the community and the extent to which they collaborate with each other. This tool helped identify local groups that can be used to improve care for the orphans and vulnerable children.
The reports with the research findings have been attached to this report . See Appendix E
The following were the major issues raised:
. Lack of appropriate counselling and psychosocial support for orphans and vulnerable children
2. Inadequate protection of orphans and vulnerable children from all forms of abuse, violent, exploitation, discrimination, trafficking and loss of inheritance
3. Most orphans and vulnerable children do not go to school because they are not allowed to enrol since they do not have birth certificates depriving them of their right to education.
3 Situation Analysis
3.1 Micro-environment
3.1.1 Nature of the environment
UNICEF is a non-profit organisation thus the notion of competition seems a curious contradiction. While each non-profit organisation has its own unique mission, all share the same basic goal of improving the human condition. Non-profit defines success in a different way and measures it with different criteria of collaboration.
Nonetheless non-profit sector competition can be understood as a mechanism that drives organisations to consider the behaviour of rivals when setting strategy. This perspective differs from the private sector in that it does not presuppose hostility as a necessary consequence of divergent, mutually dependent interests.
Competition among nonprofits is not necessarily a zero sum game , but something that can generate net benefits for both the incumbent and new entrants.
Despite the incentives for nonprofits to cooperate, the delivery of non-profit services has seen a marked rise in competition in recent years. This trend has been simultaneously propelled by consumers, managerial style and external factors.
Competitive position
Non profits are not simply businesses that choose not to make money, but a unique form of organisation with distinct goals and challenges. (Drucker 1990, Lovelock and Weinberg 1989)
To analyse the competitive forces acting upon UNICEF, I have used the Porters model of competitive advantage(Hannagan ,1998). This provides an interesting and usable framework to base the analysis on.
Porters model of competitive advantage(Hannagan 1998) Figure 1
Source: Adapted from Competitive Strategy Techniques for Analyzing Industries and Competitors by Michael Porter.
3.1.2 The Porter's model of competitive advantage
To analyse the competitive position of the organisation I have used the Porter's five forces framework.
Threat of new entrants
The major threats to entry for UNICEF are new organisations seeking money from the same donors but with a different strategy but aiming to achieve the same goal. These include non-governmental organisations (NGO) who are not affiliated to the government of Zimbabwe for example Plan International. Most donors prefer to support organisations which are independent of the government.
New entrants use the performance driven approach to management as the boardroom demands for accountability force organisations to clearly define objectives and strive for specific targets.(Drucker 1989, Porter and Kramer 1999) Thus poor management of funds can shrink the donor base and destroy viability of the organisation.
Distribution channels controlled by existing players are a major barrier to entry. UNICEF maintains a very good relationship with the government and the district officials at the community level therefore it is not difficult to coerce the government to enforce laws in favour of orphans. A new entrant will have to set up this connection which is very challenging and can be cumbersome.
Trust plays an especially key role in determining whether a prospective donor will deal with a specific nonprofits agency (Arrow 1963). This presents an important barrier to entry. It is always wise to be ...
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Distribution channels controlled by existing players are a major barrier to entry. UNICEF maintains a very good relationship with the government and the district officials at the community level therefore it is not difficult to coerce the government to enforce laws in favour of orphans. A new entrant will have to set up this connection which is very challenging and can be cumbersome.
Trust plays an especially key role in determining whether a prospective donor will deal with a specific nonprofits agency (Arrow 1963). This presents an important barrier to entry. It is always wise to be transparent when dealing with donors. UNICEF has earned trust with donors over the years.
Bargaining power of suppliers
The term 'suppliers' comprises all sources for inputs that are needed in order to provide goods or services.
Our main supplier is the donor community who supply the funds for the organisation. The donors have a choice of which organisation to fund since there are a number of organisations with the same mandate. Examples of donors are CIDA, SIDA and Ford Foundation. The donor community is most powerful if it is dominated by a few players and the nonprofits with which it deals depend on it for money.
To meet its objectives UNICEF will be required to maintain its leadership in procurement and management of essential supplies for children. Relationship between suppliers and UNICEF is very crucial for the provision of quality service to the community. UNICEF supplies building materials, books and equipment for schools as it promotes education. Maintaining a good relationship with the suppliers ensures efficiency.
Dependence on food from a small number of western governments and agricultural co-operations has made the international sector highly competitive. Most developing countries have been affected by the drought and are all seeking money from just a few donors in the Western countries.
The donors have the highest power because they choose whom they want to fund.
Bargaining power of customers
The customers we serve are the community (public) and the government. The community has a choice of whether to change their behaviour or not. If the community does not change its behaviour in the fulfilment of the rights of children then the organisation is not effective.
To make people change their way of thinking and make a paradigm shift and acknowledge the rights of children requires some form of diplomacy.
Bargaining power of the community is likely to be high if they feel that the rights of children are not of importance to them for example sending a girl-child to school.
Data collection from the villages (community) is so much easier if there is a good relationship between the organisation and the community. The public is more willing and open to answer to questionnaires distributed by the respective organisation.
Threat of Substitutes
A threat of substitutes exists if there are alternative organisations with lower operational costs which the donors can fund for the same purpose. They could potentially attract a significant proportion of the donors and hence reduce the potential donor funding for the existing players.
Competitive Rivalry between existing players
This force describes the intensity of competition between existing players in an industry. Competition is very high in the nonprofits organisations working for children as there are many players who have similar strategies. All the existing players are looking for funding from just a few sources in the western countries thus there is a very high competition for funds.
3.1.3 SWOT ANALYSIS
A SWOT analysis summarises the key issues from the business environment and the strategic capability of an organisation that are most likely to impact on strategy development (Johnson G, Scholes K, 2002,)
A complete SWOT analysis consists of the identification of strengths, weaknesses and threats. Opportunities and threats are related to the external environment of the organisation. Strengths and weaknesses are related to the internal condition of the organisation itself compared to its competitors.
I have done a SWOT analysis for UNICEF. (see Appendix B) There are quite a number of strengths which UNICEF has for it to be able to meet its customer's needs. UNICEF boasts of a highly qualified, committed, motivated and experienced staff. It also has good capacity to develop partnership relations with its peers as it aims to achieve its mandate. It is also trusted by international foundations and donor community therefore its fundraising capability is high.
It can easily influence the government in implementation of policies in favour of children as the government is its key stakeholder and principal implementing partner for all projects.
One of its main weaknesses is the poor implementation of projects as some social programmes are poorly targeted and reach many who may not be in need thus creating and reinforcing dependency. The low number of employees in relation to the volume of work is also a major setback.
The main opportunity is the receptive environment both at funders' and community level to development initiatives for children's rights especially the orphans.
The main threats include the HIV/AIDS scourge which is affecting the survival and development of children in Zimbabwe, deteriorating economy compromising implementation of projects and the shortage of foreign currency for the government to import food, vaccines and even drugs.
3.2 Macro environment
3.2.1 PEST Analysis
There are many variables that operate within an organisations environment that have a direct or indirect influence on their strategy. A successful organisation is one, which understands and can anticipate and take advantage off changes within their environment.
The external environment of an organisation can be analysed by conducting a PEST Analysis. This is a simple analysis of an organisation Political, Economical, Social and Technological environment.
Political
Government policies and laws which have potential to hinder or help the fulfilment of childrens' rights. Government has ratified various human rights instruments, among them the Convention on Child Rights and the Convention on the Elimination of all Forms of Discrimination Against Women.
In view of the situation of orphans and vulnerable children in Zimbabwe, the government of Zimbabwe hs developed two relevant policies: the Zimbabwe National Orphan Care Policy and The National Policy on HIV/AIDS.
The National Orphan Care Policy(adopted in May 1999, by cabinet) is a solid government commitment and description of state and community support to orphans and vulnerable children in aspects of enabling legislature of traditional leadership and allocation of social assistance to enhance access to education and health services. Whilst the policy is being implemented, it lacks concrete indicators and a timeframe despite an increasing number of orphans and vulnerable children and the magnitude of the problem.
The National AIDS policy, which encourages a multi-sectoral approach, was developed in 1999, aiming at promoting and guiding present and future responses to the epidemic in Zimbabwe.
Economic
The Business cycle
Economic
Activity
TIME
Source: www.learnmarketing.net
Zimbabwe's economy is in the recession stage. It is characterised by high unemployment, and low confidence. Because of the high unemployment spending is low, confidence about job security is also low.
Poverty and the scourge of HIV/AIDS have resulted in more orphans and an increase in child headed families.
Increase in unemployment has resulted in an increase in school drop-outs as most parents can not afford to pay the high school fees.
An acute shortage of foreign currency is affecting Zimbabwe's ability to import essential commodities such as food, fuel and agricultural inputs. The absence of these commodities has dire implications for the economic future of the country.
Underpinning the decline of the economy, and weakening Zimbabwe's ability to recover is the HIV/AIDS epidemic which is seriously affecting the ability of households to produce food or generate income
Social
Culturally sanctioned beliefs in the lesser status of children and women mean they are afforded little participation in decision-making processes.
Religious beliefs of some apostolic sects in the country do not approve of their members of going to visit the doctor when their ill. They also do not allow the children to attend school which deprives children of their right to education and health.
Seventy-two percent of the population live in the rural areas where poverty is rife due to the drought and floods.
Technological
Changes in technology are changing the way business operates. The Internet is having a profound impact on the marketing mix strategy of organisations. This technological revolution means a faster exchange of information beneficial for the organisations as they can react quickly to changes within their operating environment.
UNICEF has a website which donors can view and can transfer funds into our account electronically.
The purpose of analysing UNICEF's external influences is to identify all environmental factors impacting on it, both currently and in the future, hindering it from achieving its mandate. By auditing these factors, it is possible to assess how it is positioned to react to these changes.
3.2.2 TOWS Analysis
The TOWS matrix is a conceptual framework for identifying and analysing the threats (T) and opportunities (O) in the external environment assessing the organisation's weaknesses (W) and strengths(S). The matrix 'forces' practising managers to analyse the situation of their company and to develop strategies, tactics, and actions for the effective and efficient attainment of its organisational priorities and its mission.
Internal factors
External
Factors
Internal Strengths(S)
Competent staff
. Fundraising capability
2. Good relationship with government
3. Good relationship with partners
Internal Weaknesses(W)
. Poor implementation of projects
2. Poor planning system
3. Inadequate human resource capacity
External opportunities(O)
. Adoption of the Convention of the Rights to children by the government
2. Advent of information revolution
SO : Maxi-Maxi
. Develop initiatives in connection with the rights of orphans.
2. Develop a more efficient financial accounting system to track use of funds.
WO : Mini-Maxi
. Develop efficient systems to monitor progress of projects
External Threats(T)
. Scourge of AIDS epidemic
2. Economy- shortage of foreign currency
3. Natural disasters e.g. floods, Cyclone Eline
ST : Maxi-Mini
. Resource mobilisation of funds to help combat HIV/AIDS
2. Assist government to import anti-retroviral drugs
WT : Mini-Mini
4 Analysis of research findings
The marketing mix is the organisation's overall offer, or value, to the customer. The basic marketing mix is often nicknamed " the 4P's" (product, place/distribution, pricing, promotion); these are elements in the marketers armoury - aspects that can be manipulated to keep ahead of competition. (Dibb & Simkin , 1994)
Neil H Borden in his article "The Concept of the Marketing mix" coined the marketing mix term in 1965.
The marketing mix can be expressed in a more customer orientated way as the 4 C's:
* Customer Value - 'product' benefits from the buyers point of view
* Cost to the customer - 'price' plus the customers costs
* Convenience for the buyer - equivalent to place/channels of distribution
* Communication - a two-way dialogue - not just promotion (Dibb & Simkin, 1994)
To address the special difficulties of services marketing, 3 more P's can be added to the marketing mix:
People, Physical Evidence and Process.
From the research undertaken it is clear that there are some gaps in the promotion, place/distribution, people and process of the marketing mix. These gaps must be addresses if UNICEF is to successful adopt the marketing concept.
Place is defined as
A channel of distribution comprising a set of institutions, which perform all of the activities utilised to move a product and its title from production to consumption.
Bucklin - Theory of Distribution Channel Structure (1966)
UNICEF must establish which areas in the country have the highest number of orphans in need. It is essential that sub-offices be formed in the districts with the highest orphans in need so that it can monitor the project well. Currently there is only one office in Harare serving the whole country.
The Promotion mix must be extensively explored if UNICEF is to achieve its mandate. The main objectives of the promotional mix would be to create awareness to the public on the rights of orphans and vulnerable children. This promotion can be done through the radios, newspapers and magazines and the television. Through the media children's rights can be promoted namely right to birth registration, education and food. This can also expand the donor base as people will realise the need and donate money for the special cause for the children.
The People aspect of the mix also has to be addressed in UNICEF. The staffing levels in the section which deals with the orphans is very low yet there is such a great demand for intervention.
The Process through which the needs of the orphans are addressed currently is the top- down approach were the process starts from UNICEF to the children. They should adopt a bottom-top approach , starting from analysing the needs of the children and then trying to address them.
4.1 Analysis of what UNICEF has done to meet customer needs
UNICEF has tried to address the needs of the orphans and vulnerable children internally after realisation of the demand it now has. More and more people are dying from HIV/AIDS leaving behind young children with no one to look after.
The 7-S Model starts on the premise that an organisation is not just Structure, but consists of seven elements namely, shared values, strategy, skills, staff, systems, structure and skills. Effective organisations achieve a fit between these seven elements.
Insert diagram - Adapted from Peters T, Waterman R, 1982, In Search of Excellence, New York, London, Harper & Row
Strategy
The organisation has adopted a National Plan of Action which addresses all the issues relating to orphans and vulnerable children with a vision to reach all vulnerable children in Zimbabwe with basic services that will positively impact on their lives. It has also come up with a fundraising strategy for mobilisation of resources for the orphans and vulnerable children.
Structure
A new department to look solely at he orphans and vulnerable children has been established. This will allow for a grater impact on the work being done for the children.
Systems
No systems have been put in place as yet.
Style/culture
There has not been much change in the respect except that orphans and vulnerable children have become one of the priorities of the organisation
Staff
Currently there are only 2 people in looking at the issues of orphans and vulnerable children. More are needed if it is going to have a greater impact
Skills
The organisation employs well trined and competent staff. It also funds for training of new staff
Shared Values/Goals
It has a well defined goal shared by all staff members to implement non discriminatory policies and strategies for at least 25% of most vulnerable orphans in Zimbabwe by 2005.
5 Gap analysis
Gap analysis is the comparison of an entity's ultimate objective with the sum of projection and already planned projects, identifying how the consequent gap might be filled.
Gap analysis proposes that customer perception of the quality of a product or services are determined by degree to which they believe it meets their expectations. Gap analysis sets out to measure levels of satisfaction, to identify the source of dissatisfaction when it occurs and to eliminate it.
(Adapted from http://www.nets.kz/ilia.nets.kz/g_text.html)
The 'gaps', which can cause dissatisfaction, are between: 1) customer expectations and marketers' perceptions; 2) marketers' perception and (service or product) quality specifications; 3) quality specifications and delivery; 4) delivery and external communications; 5) perceived service/product and expected service/product.
There are some shortcomings in the way in which the organisation is trying to meet its customers needs.
5.1.1 Psycho-social support
The orphans are not receiving the much-needed psychosocial support for them to be able to have the drive to go on living. From the questionnaires there are 20% orphans who have received some form of psychosocial support through counselling. Very few counselling sessions have been done with the orphans by the staff members. UNICEF must closely collaborate with NGOs in provision of Psychosocial Support Services to orphans and organise workshops for NGOs to enhance their quality of psychosocial support services to orphans. (insert chart)
5.1.2 Right to education
There is a considerable number of orphans who are not attending school and are heading families. From the survey 65 % of orphans are being assisted by some organisations and attending school. Of the 35 % not attending school the main reason is because they do not have birth certificates therefore cannot be enrolled in schools. (insert chart)
5.1.3 Access to food
Information from the health centres clearly shows that there has been an increase in malnutrition cases. This is because most of the large number of child-headed households and these children cannot fend for themselves. They have no one to look after them. 40 % of the orphans have 1 meal a day.
See appendix E for the charts
5.2 Stakeholder analysis
In contrast with commercial business, where the key audience consists of customers, non-profits must pay attention to at least four key stakeholders : community, donors, government and volunteers.( as shown in Figure 3 below)
This makes competition more complex because the organisation must balance many different interest when determining competitive strategy (Ritchie et al , 1999)
Figure 3:Stakeholders
Donors , government are usually motivated to resolve some long societal problem for example education for all by year 2005. A specific donor can set out their priorities and specify which part of community to help yet it could serve a broader audience. For example a donor can specify that we feed only the rural communities yet there are some peri-urban communities starving as well. This will make the communities feel segregated and will not to participate in any other projects funded by UNICEF.
When a major corporate or individual donor decides that the work being done by charity is inadequate or no longer reflects its priorities, can shift donation to another organisation. At the same time the communities have to be convinced to our mandate since a large community base attracts donors.
5.2.1 Mapping Level Interest
From the analysis above I have put the stakeholders in their respective boxes in the matrix as shown below using stakeholder mapping. Stakeholder mapping identifies stakeholder expectations and power in the organisation.
Figure 4 : Stakeholder mapping
.
Source: Adapted from A Mendelow, Proceedings of the Second International Conference on Information systems, Cambridge, MA, 1991
The key players in UNICEF are the donors, government and staff.They have the power to take a central acting role in potentially sabotaging or supporting the intent of the organisation. For the organisation to be effective and to stay viable, the staff have to be committed to their work and the organisation has to keep them motivated. The donors also need to be satisfied in that the money they give to fund projects is used for that cause.
The government needs to be informed of all the projects being undertaken. They also need to be satisfied with the projects and can help by enforcing government policies and laws in favour of women and children.
The community is the organisations largest "customer". They have very little knowledge on their rights and low interest. The have high power in that the moment they are aware of their rights then the organisation will have achieved its goal.
5.2.2 Public Sector Portfolio Matrix
Figure 5 :Public Sector Portfolio matrix
The public sector portfolio matrix strategically maps the
organisation, judging on the organisation's ability
to serve effectively and the political attractiveness
of its services in terms of the extent in
which it gains stakeholder and public support for funding.
Source:J R Montanan and J S Bracker
Strategic Management journal, vol 2, 1986
After a close analysis of the external and internal environment of UNICEF, it can be strategically put in the "Political Hot box" matrix as shown in Fig.5 above. The services it provides to the public are in high demand because of the economic and political environment and the HIV/AIDS epidemic but for which there are limited resources. There is a great need for support to orphans and vulnerable children are the number is rapidly increasing.
5.3 Marketing Strategy
The Ansoff's matrix is a well known marketing tool which was first published in the Harvard Business Review (1957) in an article called 'Strategies for Diversification' . Marketers who have objectives for growth use it. UNICEF's objective derived from the increase in orphans is for growth. It needs to penetrate into the market through promoting more forcefully for orphans and vulnerable children. This it can do by promoting the service through the media and advocating for children's rights.
Product
Market
Present
New
Present
Market Penetration
(UNICEF)
Product Development
New
Market Development
Diversification
Market penetration through
. Promoting the nutritional status of the orphaned infants by supporting feeding programmes
2. support the organisation of workshops for community representatives to discuss the magnitude of the orphans crisis
3. Build capacity at workshops with the communities for them to better coordinate their support services
4. closely collaborate with NGOS in provision of Psychosocial services to OVC
6 Conclusion
7 Recommendations
Critical Actions needed
Responsible Stakeholders
Implementation of critical action
Indicators of success
Time Frame for critical action
Resources
Conduct birth registration campaign to create awareness of the feasibility of the mandate
Registrar General's Office, Non-governmental organistaions, UNICEF
* Develop implementation mechanism
* Mobile registration
* Community based registration by traditional leaders
* Flyers and medial campaign
New birth registration requirements for orphans and vulnerable children
December 2005
Human resources
Financial resources
Adequate financial and material resource to government of Zimbabwe and other NGOs to assist in provision of education to the orphans
Ministry of Education ,
UNICEF,
Selection Committees(community)
* Sensitise community selection committees on transparent, equitable participatory selection of orphans
* 100% of Orphans and Vulnerable children having access to school
* zero drop-out rate of orphans in school
December 2005
Human resources
Financial resources
Provide supplementary feeding where necessary.
Encourage the use of traditional foods and fruits
Ministry of Health
UNICEF
* To ensure adequate food supply for half of the orphans
March 2004
Human resources
Financial resources
8 References
. Adcock D, Bradfield R, Halborg A & Ross C, 1995, "marketing Principles and Practice, Pitman
2. Arrow, Kenneth J., 1963, "Uncertainty and Welfare Economics of Medical Care", American Economic Review, p 941-973
3. Drucker,Peter F,1989,"What business can Learn from non-profits", Harvard Business Review,p.88-83
4. Drucker,Peter F, 1190,"Managing the non-profit organisation: Practices and Principles,New York,Harper Collins
5. Hannagan T, 1998,"Management concepts and practices,3rd ed, London, Pitman
6. Jobber D, 1995, "Principles and Practices of Marketing", McGraw Hill
7. Johnson G and Scholes K , 1998,Exploring corporate strategy, 6th ed, Essex, Pearson Education Limited
8. Kotler Philip, 1996, Marketing Management : Analysis, Planning, Implementation, and Control, 9th ed., Prentice Hall College Div
9. Kotler Philip, 1975, Marketing for Nonprofit Organizations, Engelwood Cliffs, NJ:Prentice-Hall
0. Porter,Michel E and Mark R Kramer,1999, "Philanthropy's New Agenda : Creating Value",Harvard Business Review, p.121-130
1.
9 Appendices
9.1 Appendix A - UNICEF Profile
Created by the United Nations General Assembly in 1946 to help children after World War II in Europe, UNICEF was first known as the United Nations International Children's Emergency Fund. In 1953, UNICEF became a permanent part of the United Nations system, its task being to help children living in poverty in developing countries. Its name was shortened to the United Nations Children's Fund, but it retained the acronym "UNICEF," by which it is known to this day.
UNICEF helps children get the care and stimulation they need in the early years of life and encourages families to educate girls as well as boys. It strives to reduce childhood death and illness and to protect children in the midst of war and natural disaster. UNICEF supports young people, wherever they are, in making informed decisions about their own lives, and strives to build a world in which all children live in dignity and security.
Working with national governments, NGOs (non-governmental organizations), other United Nations agencies and private-sector partners, UNICEF protects children and their rights by providing services and supplies and by helping shape policy agendas and budgets in the best interests of children.
UNICEF's governing body of 36 nations, representing all regions of the world, establishes policies, reviews programs and approves budgets for the organization. Headquartered in New York, UNICEF carries out its work through seven regional offices and 126 country offices covering more than 160 countries, territories and areas.
The 37 National committees for UNICEF are private, not-for-profit organizations, primarily in industrialized countries, that support UNICEF programs. Extensive networks of volunteers help the Committees raise funds, sell the well-known UNICEF greeting cards and carry out other activities, such as the "Trick-or-Treat for UNICEF" program. These efforts help generate a deeper understanding of the rights and needs of children everywhere and provide ways for young people as well as adults to change the world for children.
Our Mission
UNICEF is mandated by the United Nations General Assembly to advocate for the protection of children's rights, to help meet their basic needs and to expand their opportunities to reach their full potential.
UNICEF is guided by the Convention on the Rights of the Child and strives to establish children's rights as enduring ethical principles and international standards of behaviour towards children.
UNICEF insists that the survival, protection and development of children are universal development imperatives that are integral to human progress.
UNICEF mobilizes political will and material resources to help countries, particularly developing countries, ensure a "first call for children" and to build their capacity to form appropriate policies and deliver services for children and their families.
UNICEF is committed to ensuring special protection for the most disadvantaged children - victims of war, disasters, extreme poverty, all forms of violence and exploitation and those with disabilities.
UNICEF responds in emergencies to protect the rights of children. In coordination with United Nations partners and humanitarian agencies, UNICEF makes its unique facilities for rapid response available to its partners to relieve the suffering of children and those who provide their care.
UNICEF is non-partisan and its cooperation is free of discrimination. In everything it does, the most disadvantaged children and the countries in greatest need have priority.
UNICEF aims, through its country programmes, to promote the equal rights of women and girls and to support their full participation in the political, social, and economic development of their communities.
UNICEF works with all its partners towards the attainment of the sustainable human development goals adopted by the world community and the realization of the vision of peace and social progress enshrined in the Charter of the United Nations.
9.2 Appendix B - SWOT ANALYSIS
STRENGTHS WEAKNESSES
ORGANISATION - UNICEF
Organisational Structure
* A strongly involved Board of directors
* Good representation of women on the board
* Multi-cultural, equal opportunity organisation
Competencies and interests of management
* An Executive director who is competent, committed and motivated
Standards, procedures and regulations
* Systematic tender specifications
* Explicitly set standards for all office equipment.
Control system
* Existence of tools to follow up on staff performance and on operations
Planning system
* Use the Medium-term strategic plan which stretches over a period of 5 years and reviewed after two and a half years
* Tendency to dissipate efforts and to use approaches not based on performance and results management
STAFF STRENGTHS WEAKNESSES
Attitudes
* Motivated staff
Technical competencies
* A highly qualified and very competent staff
Experience
* All staff have extensive experience in their respective fields
Staff incentives
* Security loan advances, pension fund and medical aid
*
Number of employees
* Low number of employees in relation to the volume of work.
EQUIPMENT STRENGTHS WEAKNESSES
Information technology
* Staff with knowledge that is useful for managing information
Computer base
* Up to standard computers and software. Each staff member has a personal computer.
* Laptops to use when out in the field monitoring projects
FINANCE STRENGTHS WEAKNESSES
Fundraising capability
* Trusted by international foundations and donor community
Financial management system
* Efficient financial management system
PARTNERSHIP STRENGTHS WEAKNESSES
Relationship with government
* Government is the key stakeholder and principal implementing partner for projects
Development of partnership relationships
* Good capacity for developing partnership relations with peers
PROGRAMMING MANAGEMENT STRENGTHS WEAKNESSES
Implementation of projects
* Poor data collection and analytical skills of counterpart institutions and communities
* Lack of adequate mainstreaming of gender concerns
* Some social programmes are poorly targeted and reach many who may not be in need thus creating and reinforcing dependency
* Lack of information, difficulty in accessing services and low thresholds of exclusion which mean that needy families are not necessarily eligible.
TABLE OF THE OPPORTUNITIES AND THREATS
Phenomenon
Opportunities
Threats
Strategic targets
Government policies
Decentralisation
Will bring decision making closer to the communities and may help endure greater flexibility in planning and service delivery
Adoption of the convention of children's' rights
Receptive environment(at funders level) to development initiatives for children's' rights
Develop initiatives in connection with promotion and advocacy of children's' rights
Advent of the information revolution
Emergence of new modes of communication and of opportunities of action
Develop a more efficient financial control system.
HIV/AIDS scourge
Affecting the survival and development of children in Zimbabwe
Resource mobilisation of funds for HIV/Aids
Deteriorating economy
Compromising implementation of projects
Shortage of foreign currency
Government has no foreign currency to purchase vaccines for immunisation
Assist the government to purchase vaccines and other essential drugs.
Natural disasters
Cyclone Eline 2001 and the floods in 2002 left a number of families homeless and destroyed crops.
Assist communities by building satellite schools and feeding the communities affected.
Declining government implementation capacity
Retrenchments in the civil service shrink the human resource base
Migration of teachers
Affecting the quality of education as school children go for months without a teacher or with an untrained teacher.
Fall in Government budgets for health
Failure to retain staff in under-equipped situations
9.3 Appendix C - Questionnaire
UNICEF HARARE
ORPHANS AND VULNERABLE CHILDREN BASELINE SURVEY
PSYCHO-SOCIAL INTERVIEWS WITH ORPHANS AND VULNERABLE CHILDREN
HATCLIFFE EXTENSION 2003
(FOR 06 - 12 YEAR OLDS)
SECTION 0: IDENTIFICATION DATA
001 QUESTIONNAIRE IDENTIFICATION NUMBER |___|___|___|
002 District____________________ 003 Compound__________________
INTRODUCTION
"My name is...I work for.... but I'm currently working for UNICEF on this survey. We're talking with children between the ages of 06 and 12 years here in Hatcliffe in order to find out their experiences as orphans and vulnerable children. Have you been spoken with or has anyone talked to you in the past few weeks for this study? IF THE RESPONDENT HAS BEEN INTERVIEWED BEFORE, DO NOT INTERVIEW THIS PERSON AGAIN. Tell them you cannot interview them a second time, thank them, and end the interview. If they have not been interviewed before, continue:
Confidentiality and consent: "I'm going to ask you some very personal questions that some people may find difficult to answer. I am not going to talk to anyone about what you tell me. Your name will not be written on this form, and will never be used in connection with any of the information you tell me. You do not have to answer any questions that you do not feel comfortable with, and you may end this talk at any time you want to. However, your honest answers to these questions will help us better understand what people think, say and do about orphans and vulnerable children. You can have your guardian come in and sit with us if you would like. We can ask her/him to come in at any time that you think you want them to come in. We would greatly appreciate your help in responding to this interview. The interview will take about 20 minutes. Would you be willing to participate?"
One limitation of participating in the survey is that you may experience intense emotions due to recalling difficult experiences in your life. The benefit of participating is that we have a trained psychosocial support person who is available to connect you to an organisation that may offer some forms of assistance. We will also provide you with a list of resource places that may be able to offer additional psychosocial support.
___________________________________________________________
The 6 to 12 year old children's questionnaire includes the following sections:
Section 0 - Questionnaire identification data (5 codes)
Section 1 - Background Information 11 questions
Section 2 - Food Intake 06 questions
Section 3 - Psychosocial Issues 17 questions
3.1 Household relationships 10 questions
3.2 Special Items 05 questions
3.3 Sexual Involvement 02 questions
Section 4 - Emotional Well-being Issues 24 questions
TOTAL NUMBER OF QUESTIONS: 58 questions
SECTION 1: BACKGROUND INFORMATION
]
In this section, we are gathering general background data about the respondent. The questions are simple intended to make the responded be at ease.
No.
Questions And Filters
Coding Categories
Skip To
Q101
In what month and year were you born?
MONTH
DON'T KNOW MONTH
NO RESPONSE
YEAR
DON'T KNOW YEAR
NO RESPONSE
[__|__]
88
99
[__|__]
88
99
Q102
RECORD SEX OF THE RESPONDENT
MALE
FEMALE
2
Q103
What language do you speak most of the time?
(fill in the appropriate language)
_____________________________________________
DON'T KNOW
NO RESPONSE
88
99
Q104
Have you ever been in school?
YES
NO
NO RESPONSE
2
99
If yes, skip to Q106
Q105
Why have you never been to school?
(Then skip to next section)
Death of parents
Death of guardian(s)
Financial problems
Illness
Lack of school space
Lack of support
Don't like school
Other __________________
DON'T KNOW
NO RESPONSE
2
3
4
5
6
7
88
99
Q106
Are you currently in school?
YES
NO
NO RESPONSE
2
99
If no, Skip to Q110
Q107
Have you been placed in school for the first time? (Targeted for late entry)
YES
NO
DON'T KNOW
NO RESPONSE
2
88
99
Q108
What school do you go to?
(Re-code answers to be Government, Private, or Community School)
__________________________________________
Q109
What grade are you in?
(fill in the appropriate grade)
_________________________________________
DON'T KNOW
NO RESPONSE
88
99
Skip to Q201 after response
Q110
Which year did you last attend school?
(fill in the appropriate year)
_________________________________________
DON'T KNOW
NO RESPONSE
88
99
Skip to Q201 after response
Q111
State the reasons for not currently attending school
Awaiting results
Death of Parent (s)
Death of Guardian(s)
Drop out
Failed exams
Financial problems
Got a job
Illness
Lack of school space
Lack of support
Not enrolled yet
Pregnancy
Still too young
Other_________________
DON'T KNOW
NO RESPONSE
2 -a
2 -b
2 -c
2 -d
2 -e
2 -f
2 -g
2 -h
2 -i
2 -j
2 -k
2 -l
2 -m
88
99
Interviewer
Please for this and other similar questions, ignore the letters (a,b,c etc ).
These are for Data entry
SECTION 2: FOOD INTAKE
This section seeks to gather data on the type of diet of the respondent
No.
Questions and filters
Coding categories
Skip to
Q201
How many meals do you usually have per day?
WRITE No. [_____]
(Can be 0)
DON'T KNOW
NO RESPONSE
88
99
Q202
What is your usual meal like?
(list all food eaten)
DON'T KNOW
NO RESPONSE
88
99
Q203
Did you eat anything yesterday?
YES
NO
DON'T KNOW
NO RESPONSE
2
88
99
If no,
Skip to Q205
Q204
What did you eat yesterday (morning, lunch and evening)?
Morning Time
(list all food eaten)
DON'T KNOW
NO RESPONSE
Lunch Time
(list all food eaten)
DON'T KNOW
NO RESPONSE
Evening Time
(list all food eaten)
DON'T KNOW
NO RESPONSE
88
99
88
99
88
99
Q205
How many meals did the family eat yesterday?
WRITE AMOUNT
(Can be 0)
DON'T KNOW
NO RESPONSE
Q206
Other than water what did you drink yesterday?
DON'T KNOW
NO RESPONSE
88
99
SECTION 3: PSYCHOSOCIAL ISSUES
Prepare the respondent for the next section by highlighting to him/her that these questions are sensitive. (Take note of the subsections and use them as 'breaks' in the interview to retain respondent's interest and composure.)
3.1 Household Relationships
No.
Questions and Filters
Coding categories
Skip to
Q301
How are you related to your guardian?
Mother
Father
Aunt
Uncle
Grandmother
Grandfather
Sister
Brother
Neighbour
Cousin
DON'T KNOW
NO RESPONSE
Y N
2 -a
2 -b
2 -c
2 -d
2 -e
2 -f
2 -g
2 -h
2 -i
2 -j
88
99
Q302
How many children lived with you in your parents/guardian's home before moving?
Boys--------------------------
(indicate number)
Girls-----------------------
(indicate number)
DO NOT KNOW
NO RESPONSE
88
99
Q303
How many of these children have the same parents as yourself?
Boys--------------------------
(indicate number)
Girls-----------------------
(indicate number)
DO NOT KNOW
NO RESPONSE
88
99
If both are ZERO then skip to Q305.
Q304
How many of these brothers, sisters and the other children are you living with in the same household?
Boys--------------------------
(indicate number)
Girls-----------------------
(indicate number)
DO NOT KNOW
NO RESPONSE
88
99
Q305
How happy are you living in this home?
Very happy
Happy
Sad
Very sad
DON'T KNOW
NO RESPONSE
2
3
4
88
99
Q306
What do you do in your leisure time?
(DO NOT READ. CIRCLE IF MENTIONED)
Football, other sports, physical activity
Games non-physical
Being with friends, playing
Being with family
Dance, music, drama
Reading
Crafts, weaving, art, basketry
Other _______________________
DON'T KNOW
NO RESPONSE
2
3
4
5
6
7
88
99
SECTION 3: PSYCHOSOCIAL ISSUES Continued
No.
Questions and Filters
Coding categories
Skip to
Q307
Who do you talk to when you have a problem or a worry?
(RELATIONSHIP TO CHILD)
Guardian
Guardian's husband/wife/relative
Child's brothers/sisters
Step-, foster-siblings
Friends, other children
No one, keep to myself
Other _______________________
DON'T KNOW
NO RESPONSE
Y N
2 -a
2 -b
2 -c
2 -d
2 -e
2 -f
88
99
Q308
Before the guardian began to take care of you, how well did you know him/her?
Very Well
A little bit
Not at all
Not Applicable
Other________________________
DON'T KNOW, Don't remember
NO RESPONSE
2
3
4
88
99
Q309
Is there anything still bothering you about your parents/guardian death?
YES
NO
DON'T KNOW
NO RESPONSE
2
88
99
If no,
Skip to Q311
Q310
If yes, what is it?
------------------------------------------------
------------------------------------------------
------------------------------------------------
DON'T KNOW
NO RESPONSE
88
99
3.2 Special Items
Q311
What is different about your life since your mother or father died?
--------------------------------------------------
----------------------------------------------------------------------------------------------------
DON'T KNOW
NO RESPONSE
88
99
Q312
Do you have any personal items left for you by your mother/ father/ guardian?
YES
NO
DON'T KNOW
NO RESPONSE
2
88
99
If no,
Skip to Q401
Q313
What items do you have?
Photos
Letters
Identification book
Bible
Clothes
Jewelry
Other ________________________
DON'T KNOW
NO RESPONSE
2
3
4
5
6
88
99
SECTION 3: PSYCHOSOCIAL ISSUES Continued
No.
Questions and Filters
Coding categories
Skip to
Q314
When do you look at these things?
When I am Sad
When I am feeling lonely
When I want to be closer to my late parents/guardians
Other times ________________________
DON'T KNOW
NO RESPONSE
2
3
4
88
99
Q315
How do you feel when you see these things?
Content
Happy
Warm
Sad
Angry
Any time __________________________
DON'T KNOW
No REPONSE
2
3
4
5
6
88
99
3.3 Sexual Involvement
Q316
Have you ever had sexual intercourse?
YES
NO
DON'T KNOW
NO RESPONSE
2
88
99
Q317
Have you ever had sexual Intercourse against your will?
YES
NO
DON'T KNOW
NO RESPONSE
2
88
99
SECTION 4: EMOTIONAL WELL-BEING CHECKLIST
No.
Questions and Filters
Coding categories
Skip to
Q401
How often would you say that you have scary dreams or nightmares?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q402
How often would you say that you ever feel unhappy?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q403
How often do you feel happy?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
If never skip to Q405
Q404
What makes you happy?
_______________________
Nothing
Don't know
Refuse to answer
0
88
99
Q405
How often would you say that you ever get into fights with other children?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q406
How often would you say that you prefer to be alone, instead of playing with other children?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q407
Who do you play with?
_______________________
No one
Don't know
No response
0
88
99
Q408
How often would you say that you ever feel worried?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q409
How often would you say that you ever refuse eating at mealtimes?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q410
How often would you say that you feel frustrated easily when something does not go your way?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q411
How often would you say that you ever become very angry?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q412
How often do you feel hopeful about the future?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
If never skip to Q414
SECTION 4: EMOTIONAL WELL-BEING CHECKLIST
No.
Questions and Filters
Coding categories
Skip to
Q413
What makes you feel hopeful?
_______________________
Nothing
DON'T KNOW
NO RESPONSE
0
88
99
Q414
How often would you say that you ever feel afraid of new situations?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q415
How often would you say that you ever have trouble falling asleep?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q416
How often would you say that you ever have difficulty making friends?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
Q417
How often would you say that you ever feel like running away from home?
Often
Sometimes
Never
DON'T KNOW
NO RESPONSE
2
3
88
99
If never, DK or NR skip to Q420
Q418
When did you start feeling like this?
DON'T KNOW
NO RESPONSE
88
99
Q419
How many times in the last 6 months have you actually run away from home?
NUMBER OF TIMES IN THE LAST
6 MONTHS
_____
Q420
What kinds of things do you worry about?
_______________________
Nothing
DON'T KNOW
NO RESPONSE
0
88
99
Q421
What is something you can do tonight to have fun?
_______________________
Nothing
DON'T KNOW
NO RESPONSE
0
88
99
Q422
What is something that you are looking forward to doing in the next week?
_______________________
Nothing
DON'T KNOW
NO RESPONSE
0
88
99
Q423
Tell me something about your life that makes you happy?
_______________________
Nothing
DON'T KNOW
NO RESPONSE
0
88
99
Q424
Who do you admire most?
(Interviewer, please indicate name of person admired and profession)
_______________________
_______________________
DON'T KNOW
NO RESPONSE
88
99
9.4 Appendix D - Questionnaire with care-givers
UNICEF
ORPHANS AND VULNERABLE CHILDREN BASELINE SURVEY
PSYCHO-SOCIAL INTERVIEWS WITH ORPHANS AND VULNERABLE CHILDREN: FOR USE WITH CARE-GIVERS
SECTION 0: IDENTIFICATION DATA
001 QUESTIONNAIRE IDENTIFICATION NUMBER |___|___|___|
002 District____________________ 003 Compound__________________
INTRODUCTION
"My name is... I work for ........ but currently I'm working for UNICEF on this survey. I am interviewing children between the ages of 6 and 18 years here in Hatcliffe in order to find out about their experiences as orphans and vulnerable children. First, I would like to know if you are the head of the household? (If they are proceed. If they are not, then ask to talk with the Head of the Household. If that person is not available then find out when it would be a good time to return and make an appointment to come back. Be sure and keep the appointment even if the head of household does not.) Are there any children living in this household that have lost either their mother, father or primary care giver (guardian)? Have any of these children been interviewed in the past few weeks [or other appropriate time period] for this study? IF THE RESPONDENT STATES THAT A CHILD IN THE HOUSEHOLD HAS BEEN INTERVIEWED BEFORE, DO NOT INTERVIEW ANYONE IN THIS HOUSEHOLD AGAIN. Tell them you cannot interview them a second time, thank them, and end the interview. If they have not been interviewed before, continue:
Confidentiality and consent: "I'm going to ask the child some personal questions that some people may find difficult to answer about their feelings and their emotions. Their answers are completely confidential, their name will not be written on this form, and will never be used in connection with any of the information they tell me. He or she does not have to answer any questions that he or she does not want to answer, and s/he may end this interview at any time. We would greatly appreciate your help in responding to this interview. The interview will take about 20 to 45 minutes, depending on the age group.. Would you be willing to let one of the children participate?"
"I would also like to ask you a few questions about your life and the lives of your children. We are asking these questions so that we can understand the situation better and be able to develop interventions and programs for the community. We will want to talk to the child alone and she or he can agree or refuse to participate, also she or he has the option of asking you to be present at anytime during the interview. The questions for you will only take about 20 minutes. Would you be willing to participate?"
One limitation of participating in the survey is that you may experience intense emotions due to recalling difficult experiences in your life. The benefit of participating is that we have a trained psychosocial support person who is available to connect you to an organisation that may offer some forms of assistance. We will also provide you with a list of resource places that may be able to offer additional psychosocial support.
___________________________________________________________
(Signature of interviewer certifying that informed consent has been given verbally by respondent)
___________________________________________________________
(Signature of witness certifying that informed consent has been given verbally by respondent)
Incomplete Interviews Log
Visit 1
Visit 2
Visit 3
Date
Interviewer
Comment
Comment codes: Appointment made for later today 1; Appointment made for another day 2; Refused to continue and no appointment made 3; Other (Specify) 4.
004 INTERVIEWER: Code [____|____] Name__________________________
005 DATE INTERVIEW: __\ ____ \ _____ CHECKED BY TEAM LEADER: Signature_____________ Date_________
The Head of Household questionnaire includes the following sections:
Section 0 - Questionnaire identification data (5 codes)
Section 1 - Background Information 12 questions
Section 2 - Perceptions of HIV and Related Issues 28 questions
Section 3 - General Livelihood Issues 08 questions
TOTAL NUMBER OF QUESTIONS: 48 questions
SECTION 1: BACKGROUND INFORMATION
In this section, we are gathering general background data about the respondent. The questions are simple intended to make the responded be at ease.
No.
Questions and filters
Coding categories
Skip to
Q101
RECORD SEX OF THE RESPONDENT
Male
Female
2
Q102
In what month and year were you born?
Month
Don't Know Month
No Response
Year
Don't Know Year
No Response
[__|__]
88
99
[__|__]
88
99
Q103
How old were you at your last birthday?
(COMPARE AND CORRECT Q102 IF NEEDED. ESTIMATE BEST ANSWER)
Age In Completed Years
Don't Know
No Response
[__|__]
88
99
Q104
Have you ever attended formal school?
Yes
No
Don't Know
No Response
2
88
99
If no
Skip to Q106
Q105
What is the highest level of school you completed?
(CIRCLE ONE)
Primary
Secondary
College/university
None
Don't Know
No Response
2
3
4
88
99
Q106
What is your tribe?
(fill in the appropriate tribe)
DON'T KNOW
NO RESPONSE
88
99
Q107
What is your marital status?
Single
Married
Divorced
Widowed/widower
Other-------------------------------------
DON'T KNOW
NO RESPONSE
2
3
4
88
99
SECTION 1: BACKGROUND INFORMATION (Continued)
No.
Questions and filters
Coding categories
Skip to
Q108
How many children under the age of 18 live in this house?
Total number of BOYS
Total number of GIRLS
DON'T KNOW
NO RESPONSE
____
____
88
99
Q109
How many of these children are your biological children?
Total number of BOYS
Total number of GIRLS
DON'T KNOW
NO RESPONSE
____
____
88
99
Q110
How many of these children have you taken in?
Total number of BOYS
Total number of GIRLS
DON'T KNOW
NO RESPONSE
____
____
88
99
Q111
Have any of these children been placed in school for the first time?
(Targeted for late entries only)
YES
NO
DON'T KNOW
NO RESPONSE
2
88
99
If no
Skip to Q201
Q112
If so, by whom?
Guardian
Other relative
Surviving parent
NGO
Church
Other_________________________
DON'T KNOW
NO RESPONSE
2
3
4
5
88
99
SECTION 2: PERCEPTIONS OF GUARDIANS ON HIV/AIDS AND RELATED ISSUES
No.
Question
Response
Skip to:
Q201
In the past 6 months, have you seen an increase in the number of orphans living in your neighborhood?
YES
NO
Don't Know
No Response
2
88
99
Q202
What are the main reasons that children are being orphaned in your area?
Poverty
Accidental deaths
HIV/AIDS
Tuberculosis
Other _______________________
Don't know
No response
2
3
4
5
88
99
Q203
In the past 6 months, have you seen an increase in the number of children in-need living in your neighbourhood?
YES
NO
Don't Know
No Response
2
88
99
Q204
What are the main reasons that children are becoming vulnerable in your area?
Poverty
Accidental deaths
HIV/AIDS
Tuberculosis
Other _______________________
Don't know
No response
2
3
4
5
88
99
Q205
In the past 6 months, have you seen an increase in the number of families taking care of orphaned children in your neighbourhood?.
YES
NO
Don't Know
No Response
2
88
99
Q206
In the past 6 months, have you seen an increase in the number of families or NGOS taking care of vulnerable children in your neighbourhood?.
YES
NO
Don't Know
No Response
2
88
99
Q207
Do you have any close friends or relatives that you suspect are living with HIV/AIDS?
Yes
No
Don't know
No response
2
88
99
Q208
Do you have any close friends or relatives that you suspect have died of HIV/AIDS?
Yes
No
Don't know
No response
2
88
99
Q209
Can you tell if someone is suffering from HIV/AIDS?
Yes
No
Don't know
No response
2
88
99
If no
Skip to 211
Q210
How can you tell if someone has HIV/AIDS?
____________________________
____________________________
____________________________
____________________________
SECTION 2: PERCEPTIONS OF GUARDIANS CONTINUED
No.
Question
Response
Skip to:
Q211
In the past 6 months, have you seen an increase in the number of people with HIV/AIDS?.
YES
NO
Don't Know
No Response
2
88
99
Q212
Do you suspect that any of the parents of the children you have taken in, died from HIV/AIDS?
Yes
No
Don't know
No response
2
88
99
If no, Skip to Q215
Q213
Do you suspect that the child has HIV/AIDS?
Yes
No
Don't know
No response
2
88
99
Q214
(I do not want to know the result but) have you taken the child for an HIV test?
Yes
No
Other--------------------------------------
Don't know
No response
2
88
99
If no, Skip to Q216
Q215
If yes , did you discuss/consult with the child before taking him/her for a test?
YES
NO
Don't Know
No Response
2
88
99
Q216
If the parents did not die from HIV/AIDS, What was the cause of death?
TB
Malaria
Abortion
Cancer
Short Illness
Long Illness
Pneumonia
Accident
Diarrhea
Epilepsy
Other.......................
DON'T KNOW
NO RESPONSE
Y N
2 a
2 b
2 c
2 d
2 e
2 f
2 g
2 h
2 i
2 j
88
99
Q217
Have you told the child(ren) the cause of their parents' death?
Yes
No
Don't know
No response
2
88
99
If no, Skip to Q219
Q218
If yes, what did you tell him or her?
____________________________
____________________________
____________________________
____________________________
DON'T KNOW
NO RESPONSE
88
99
SECTION 2: PERCEPTIONS OF GUARDIANS ON HIV/AIDS AND RELATED ISSUES CONT.
No.
Question
Response
Skip to:
Q219
Has anyone else told the children the cause for their parents' death?
Yes
No
Other _______________________
Don't know
No response
2
3
88
99
If no, Skip to Q221
Q220
Who told the children the cause for their parent/s' death?
Uncle
Aunt
Grand father
Grand mother
Step-Mother
Step-Father
Brother
Sister
Mother
Father
Cousin
Neighbour
Family friend
Other__________________
DON'T KNOW
NO RESPONSE
Y N
2 -a
2 -b
2 -c
2 -d
2 -e
2 -f
2 -g
2 -h
2 -i
2 -j
2 -k
2 -l
2 -m
88
99
Interviewer
Please ignore the letters (a,b,c etc ).
These are for Data entry
Q221
What are the biggest needs for orphaned and vulnerable children?
DO NOT READ THE LIST.
(Let the respondent answer the question and circle any that they mention. Multiple responses are possible)
Financial support
Educational support
Skills training
Medical support
Socio-emotional support
Adjustment
Other: ___________________
Don't' know
No response
2
3
4
5
6
88
99
Q222
What are the main concerns that you have for the child(ren) you have taken in?
DO NOT READ THE LIST.
(Let the respondent answer the question and circle any that they mention. Multiple responses are possible)
Financial support
Educational support
Skills training
Medical support
Socio-emotional support
Adjustment
Other: ___________________
Don't' know
No response
2
3
4
5
6
88
99
Q223
What is the biggest concern facing your community with regards to HIV/AIDS?
DO NOT READ THE LIST.
(Let the respondent answer the question and circle any that they mention. Multiple responses are possible)
The problem is getting worse
Not enough is being done
People are too afraid of it
There is a lot of discrimination
There is not enough information
Other: ___________________
Don't know
No response
2
3
4
5
88
99
SECTION 2: PERCEPTIONS OF GUARDIANS ON HIV/AIDS AND RELATED ISSUES CONT.
No.
Question
Response
Skip to:
Q224
Do you talk to children about Sex?
Yes
No
Don't know
No response
2
88
99
Q225
Do you talk to children in your household about HIV/AIDS?
Yes
No
Don't know
No response
2
88
99
Q226
Do you talk about these issues in your family?
Yes
No
Don't know
No response
2
88
99
Q227
Do you feel the need that children should know about these things?
Yes
No
Don't know
No response
2
88
99
Q228
What particular problems do you think this child may be facing?
DO NOT READ THE LIST
(Let the respondent answer the question and circle any that they mention. Multiple responses are possible)
Financial Support
Educational support
Skills training
Medical support
Socio-economical support
Adjustment to new home
Other ______________________
Don't Know
No response
2
3
4
5
6
88
99
SECTION 3: GENERAL LIVELIHOOD ISSUES
Make sure that OVC HHH (ie HEADS of HOUSEHOLDS AGED 18 & BELOW, answer question 301 to 303). The other HHH should not be asked these three questions but should answer the rest.
No.
Question
Response
Skip to:
Q301
When did you assume the responsibility of being the head of this household?
Less than 6 months ago
7 months to 1 year ago
Over 1 to 2 years ago
more than 2 years ago
DON'T KNOW
NO RESPONSE
2
3
4
88
99
Q302
How many biological (they have the same mother and father as you) brothers and sisters are you looking after in this household?
Brothers--------------------------
(indicate number)
Sisters-----------------------
(indicate number)
DON'T KNOW
NO RESPONSE
88
99
Q303
How many other children (they do not have the same mother and father as you) are you taking care of?
(This can be None or Zero)
Boys _______________
(indicate number)
Girls _______________
(indicate number)
NONE
DON'T KNOW
NO RESPONSE
0
88
99
Q304
Are you in gainful employment?
YES
NO
NO RESPONSE
2
99
If yes skip to Q306
Q305
How do you manage to make ends meet?
Self employment
One of household members working
Support from relatives
Support from institutions
Other ----------------------------------------
DON'T KNOW
NO RESPONSE
2
3
4
88
99
If do not get additional support skip to 308
Q306
If you receive support (from relatives/organisation) how regular is the support?
Daily
Once a week
Once in 2 weeks
Once a month
Once in 3 months
DON'T KNOW
NO RESPONSE
2
3
4
5
88
99
Q307
What nature of support do you receive?
Financial assistance
Food Assistance
School Fees
Medical Fees
Other------------------------------------------
DON'T KNOW
NO RESPONSE
2
3
4
88
99
Q308
What do you see as the greatest challenge of heading a household?
Discipline
Shortage of finances
Sickness
School requirements
Adjusting to prevailing situations
Lack of food
Other ____________________
NONE
NO RESPONSE
2
3
4
5
6
7
99
2
30
5
46
5
58