Population Media Center

Terms of Reference for Audience Survey

CALL FOR PROPOSALS

Purpose:

The purpose of the audience survey is to gather feedback and insights from listeners of the radio serial drama project called Barnusietehdeh! (“Let’s do the right thing!”). The survey aims to assess audience preferences, opinions, and satisfaction levels with the goal of improving the quality and relevance of the program moving forward.

Background:

Population Media Center (PMC) and Talking Drum Studio: Liberia Peace Center (TDS Liberia) have collaborated to propose a tailored and culturally sensitive multimedia behavior change strategy. PMC’s well-tested and proven Social Behavior Change (SBC) methodology, with over 20 years of field-testing, has demonstrated positive impacts on similar issues through long-running, locally grounded serial dramas. TDS Liberia is a trusted media voice that currently engages and influences communities across Liberia through entertainment-education and participatory theater. The primary component of this project is the creation and broadcast of a Radio Serial Drama (RSD) that addresses pre-selected major and minor themes. In order to understand the impact of the Radio Serial Drama, TDS, PMC, and SIDA require the immediate collection of audience survey data to assess the RSD broadcast since March 2023.

Objectives of the Audience Survey:

The Audience Survey is a household survey conducted in the broadcast area of the RSD. The main purposes of the survey are to 1) understand awareness of the RSD, 2) quantify RSD listenership, and 3) collect other data that will help TDS and PMC improve the quality of the RSD, which will help us identify necessary modifications or mid-course corrections that will support the project in achieving its stated goals and objectives. The Audience Survey aims to provide insights and recommendations in the following areas:

1. Relevance and Appropriateness: Assessing the design and strategies used in the program to determine their relevance and appropriateness in addressing the objectives and target audience’s needs.
2. Identification of Key Lessons and Good Practices: Identifying key lessons learned and good practices that have emerged during the implementation of the program. These insights can be used to inform future initiatives and improve the effectiveness of similar interventions.

• Methodology

The Audience Survey will utilizea quantitative approaches for data collection. A survey will be conducted in six project counties: County A, County B, County C, County D, County E, and County F. . Applicants are expected to explain their approach to sampling, present sample size calculations, and indicate the number of communities within each county they will visit in their proposal. The survey will target households and will be administered to only one household resident, male or female between the ages of 15-49.

Enumerators will receive training to ensure proper data collection under the supervision of the Consulting firm. The evaluation process will commence with a briefing and preparation session at the TDS Liberia office in Paynesville. During this session, data collection tools such as questionnaires, interview guides, and mobile technology will be reviewed, shared, tested, and validated. The team will also discuss and finalize the work plan, schedule, and the roles and responsibilities of support staff, supervisors, and enumerators.

Given the scale of the assessment in six counties, the enumerators will be divided into three groups, with a TDS Liberia technical staff member overseeing each group’s activities. This division will help ensure effective supervision and coordination throughout the data collection process.

• Scope Of the Service / Work

The service provider is required to submit a proposal to PMC/TDS Liberia, which should include the following:

1. Explanation of the approach to be adopted and how the service provider will work with TDS and PMC. Note that TDS and PMC have already drafted the audience survey tool and will share with the selected firm for final edits after award of contract.
2. Demonstration of the firm’s experience in conducting similar surveys, particularly in relation to the implementation of radio serial drama programs.
3. Details regarding the Principal Investigator’s experience and qualifications, including a curriculum vitae (CV) provided as an appendix.
4. Description of other key personnel involved, if applicable, along with their CVs included as appendices.
5. Sampling strategy and methodology proposed for the survey. This must include a specific sample size, method of calculation, and alignment of the sample with the six counties listed above.
6. Comprehensive description of the proposed fieldwork operations plan.
7. Explanation of the quality control measures to be implemented during data collection.
8. Availability of an adequate number of Android phones or tablets for data collection using SurveyCTO. It is important to ensure that the equipment accurately collects GPS data. Note that PMC will provide SurveyCTO login information to the selected firm, and that PMC covers the cost of this data collection software.
9. Plan for leading training sessions for enumerators, in collaboration with TDS and PMC staff.
10. Pre-testing of the survey tool in one community, and if necessary, consulting with TDS and PMC for any required modifications.
11. Collection of data and daily submission of digital survey forms throughout the data collection period..
12. Submission of daily progress reports by supervisors during data collection, providing details on their team’s location, number of attempted interviews, number of completed interviews, and other relevant information.

By addressing these requirements in the proposal, the service provider will demonstrate their capability and readiness to effectively carry out the audience survey according to the specified guidelines.

• Expected Outputs / Deliverables

The service provider is required to submit the following documents and deliverables within the specified timeline:

1. Inception Report: An inception report consisting of a detailed work plan, appropriate methodology, sampling approach, timing, and clearly defined roles and responsibilities of the research firm. The report should be concise, limited to a maximum of five pages. This must be produced with 10 days of contract signature.
2. Local Language Version of the Survey Tool: A translated and revised version of the survey tool in the local language(s), based on the English language survey provided by TDS and PMC. This adaptation will be carried out during training and will be kept in the SurveyCTO account, and as a Microsoft Excel download.
3. Training Reports: Report documenting the training process, including the number of enumerators and supervisors trained. The report should include the training manual used during the training sessions and any reference guides provided to supervisors and enumerators for use during fieldwork.
4. Pre-Test Results: Results from the pre-testing phase, indicating any necessary changes required for the survey questions or answers. These revisions should be made in all languages included in the digital version of the survey in SurveyCTO and Excel.
5. Draft Technical Report: A comprehensive draft report documenting all aspects of the survey fieldwork. The report should include weekly progress reports, lessons learned, challenges faced during data collection, and any other relevant information impacting data analysis.
6. Final Report and Presentation: Share the results of the data collection as compiled a final report with TDS, PMC, and other stakeholders. The purpose of this meeting is to provide information on the survey process, discuss lessons learned, and address challenges encountered.

By delivering these documents and conducting the necessary activities, the service provider will ensure a comprehensive and well-documented audience survey process that adheres to the project requirements and promotes effective collaboration with stakeholders.

• Timeline

All research activities must be completed by October 27, 2023. Additionally, all other deliverables, including the final narrative and financial reports, incorporating feedback from PMC/TDS Liberia, must be completed and finalized no later than November 17, 2023. It is important to adhere to these timelines to ensure timely completion of the project and to allow for sufficient time to review and incorporate feedback into the final reports. The anticipated timeline is presented in the table below:

• Instructions

Interested individual firms that are legally registered in Liberia are invited to submit a proposal for the assignment’s delivery. The submission should include both Technical and Financial proposals, as described below:

Technical Proposal—should not exceed ten pages. The technical proposal must include:

• A cover letter outlining the consultant’s suitability for the assignment, motivation, and summarizing relevant experience, including at least three references for recent work (maximum 2 pages).
• Proposed sampling design, addressing all requirements above (maximum 3 pages).
• Proposed quality control procedures (maximum 1 page).
• A clear work plan that encompasses all the tasks and the deliverables outlined above (maximum 4 pages).

Financial Proposal—must reflect the work plan and include sufficient staff. Budgets should also reflect the training of research team, their travel to field research sites, analysis of collected data (including transcription and translation of qualitative data), and any other related costs. The financial proposal must include a detailed budget table (in Microsoft Excel or Google Sheet format, not PDF) and must be accompanied by a budget narrative that explains each line item.

Supporting Documents—please submit two examples of work with similar scope or deliverables to the SA and FAR requested by PMC, as well as CVs for key team members that will support the audience survey.

To Apply:

Interested firms are invited to submit at gbarchue.tds@gmail.com or talkingdrumstudio@tds-liberia.org and mntoe.tds@gmail.com no later than 26 August 2023.

You can download the full RFP by clicking the apply button below.