MAPPING ACCESS AND PERFORMANCE (MAP)
We assess our social marketing delivery systems using MAP (Measuring Access and Perfomance) studies. They are designed to gather evidence on the coverage, quality, equity of access, and efficiency of our product and service delivery systems. We use this evidence to continuously improve our social marketing interventions.
MAP surveys are derived from traditional private sector distribution surveys using Lot Quality Assurance Sampling (LQAS). The main outputs are indicators of: geographic coverage (i.e. availability), quality of coverage, outlet penetration, and access. In addition, MAP studies provide information on price levels, occurence of stock-outs, reasons for not stocking a product, and other important information about a distribution network.
Click on the grey tabs above for more on each of the three main MAP applications: Coverage Surveys, Access Surveys, and GIS & Mapping.
Coverage surveys provide program managers with information on the geographic coverage and quality of a product or service delivery system: Where are products/services available? Where is coverage or quality of coverage below pre-defined minimum standards?
Lot Quality Assurance Sampling (LQAS) enables the use of relatively small sample sizes to estimate nationwide coverage rates and identify low-performance areas. A simple analysis of product availability indicates whether a given level of coverage was reached or not in each of the programmatically defined areas. Key indicators include coverage, quality of coverage and outlet penetration.
Access surveys are designed to answer managerial and strategic questions relating to the relationship between population need and delivery system coverage and quality: Is the product available where it is most needed? Do specific target groups have adequate access to the product, service or intervention? Is there equity of access between different population segments?
Geographic Information Systems (GIS) are used for spatial analysis of product/service access and to create maps of product availability and target group distribution patterns. GPS devices allow researchers to record the coordinates of outlets, service providers, and target group sites. In addition to access and equity of access, this type of MAP survey can also assess coverage, quality of coverage, and outlet penetration as described under Coverage Surveys.
MAP – GIS & MAPPING
Our field offices increasingly make use of maps and geographic information for intervention planning, routine reporting and monitoring of field activities, and sharing information with partners and stakeholders. Some have actively adopted a holistic “geomarketing” approach – the integration of geographical intelligence into all marketing aspects, where location-based decision-making is key. GIS and mapping software such as ArcGIS and Google Maps (see example here) are the main tools we use.
Through more efficient promotion and distribution activities that are tailored to local needs, social marketers are able to increase access to health products and services among target populations, thus maximizing health impact.