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Terms of Reference: Study on the preferred channels of information and communication used in Azerbaijan

1. Programme information:

Programme (No. & Name) : Communication for Development
Project   (No. & Name)    : Institutionalization of C4D Concept  
Activity Reference    : National study on preferred channels of communication

2. Background and Context:  (Attach background documents, if necessary)

One of the main challenges in the design of effective communication is to identify the optimal contexts, method, channels, content, and reasons that will enable general population to obtain, pay attention to and use of social information. The main objective of such communication is to encourage healthy behaviors, create awareness, change attitudes, and motivate individuals to adopt recommended behaviors.
Though these communication initiatives, UNICEF Azerbaijan aims to reach different groups with appropriate information and messages through various channels of communications.
As a result, an assessment of the existing channels, source and access of different population groups to such channels, and identification of the correct channels to reach the different population groups is necessary. UNICEF CO Azerbaijan target to have audience-centered communication initiatives which will reflect audiences’’ preferred formats, channels and contexts.  
Thus, UNICEF CO Azerbaijan would like to undertake national study on preferred channels of communication in the country with aim of finding the most  commonly used accessible, preferred audience centered source of communication/information including formats, methods, context and channels disaggregated by age, sex and geographical location (urban vs rural). The results of such a study in its turn will assist UNICEF CO in developing informed advocacy and communication activities.
Therefore, UNICEF Azerbaijan would like to identify a research entity or interested individuals to carry out qualitative/quantitative research to identify preferred channels of communication/information.

3.  Purpose of the assignment

The aim is to find the most commonly used accessible, preferred audience centered source of communication/information including formats, methods, context and channels disaggregated by age, sex and geographical location (urban vs rural). The results of such a study in its turn will assist UNICEF CO in developing informed advocacy and communication activities.

4. Duty station: Baku, Azerbaijan

5. Supervisor: The research agency shall report to UNICEF Azerbaijan Communication Officer and C4D Officer. The final report will be submitted to UNICEF Deputy Representative.

6. Major tasks to be accomplished:

a) To identify preferred most commonly used and accessible channel and methods of information and communication.
b) To find number of general population with specific preferred channel of information and communication disaggregated by geographical location, age and sex
c) To identify the most commonly used source of social media and information, e.g tea houses, cafes, evening corners, internet houses/centres, youth gathering centres, etc.
d) To assess the accessibility of existing communication channels to the target group of population
e) Specifically, identify preferred accessible source of information and communication on health and nutrition, early marriage, disability, and inclusive education
f) To make recommendations for the use of appropriate information and communication channels and the regional communication disparities to be addressed in communication strategies and initiatives
The respective organization/individual is required to develop an innovative and effective quantitative and qualitative assessment methodology to carry out the study. The sample size should include urban and rural settlements. Methodology of this study should contain both qualitative and quantitative methods of research. The organization/individual is also required to propose specific tools for data collection, data entry and processing, and data analysis (including an analytic mechanism either manual or computerized). The respective organization should propose software for data entry, data validation, cross-checking, tabulation and analysis, if they wish to use any.

7.          Outcomes and deliverables:

a) Proposed evaluation methodology including sample design, data collection tools including software for entry, tabulation, validation and analysis
b) Training of field staff and pre-testing of the questionnaire
c) Field work and data collection
d) Final report in e version, including Executive Summary in UNICEF format and both in English and Azari, introduction, methodology, results, discussion and conclusion; and recommendations for follow-up actions. The report must have finding and recommendation on three main areas.
- Preferred channels of information and communication.
- Trustworthiness and relationship (social media).
- Timely and practical information

8.        Time-Frame: 90 days spread over May – July 2011

9.        Qualifications or specialized knowledge/experience required:

The organization or consortium should submit the proposal, which includes:
1. Delineation of methodology specifying the tools to be used for data collection
2. sampling outline with justification
3. Outline of areas covered in a questionnaire
4. Detailed team composition with responsibilities, work plan and time frame (profile of key professionals who are to be involved with and their percentage of time to be allocated against each of them to impart activities).
5. Description of previous experience in similar studies
6. Organizational capacity including staffing pattern, equipment and other logistic support

Individuals interested to apply must have the below mentioned criteria;

1. Previous experience of similar research is highly desirable
2. Post-graduate university degree;
3. Minimum 5 years’ experience in research, data collection and analysis;
4. Strong background in social researches with emphasis on human and child rights;
5. Good English writing skills;
6. Good analytical and communication skills.

10. Procedures and logistics:

• Consultant will work in the UNICEF office in Baku, and should provide own laptop computer
• The assignment envisages in-country travel
• Researchers will work and travel throughout the country extensively. They should provide own equipment (computers, tape recorders, etc.)

11.     Application:
Interested organizations or individual should send:
a) Project proposal with detailed description of project, methodology and strategy of the activities, action plan, M&E indicators (qualitative and quantitative) and budget. Proposals should be submitted in attached format in compliance UNICEF guidelines on Collaboration with NGOs/CSO.
b) reference of previous relevant work (if applicable);
c) Project proposal should be submitted in Azerbaijani and English in sealed envelope to

United Nations Children's Fund (UNICEF)
24, Neftchilar avenue, Dalga Plaza Business Center,  AZ1095
Baku, Azerbaijan

or send the documents mentioned above electronically  to
All applications will be treated with strict confidentiality. UNICEF is an equal opportunity employer.

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.

Submission Deadline: Deadline: April 8, 2011
 Proposals submitted after the closing date will not be considered  

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