Table 1. Converting behavioral drivers into survey items for data collection.
These sample items, linked to distinct drivers of behavior 4, are an excerpt from a questionnaire used to survey Zimbabwean men aged 15–29 to investigate how men relate to voluntary male medical circumcision 3. VMMC - Voluntary medical male circumcision.
| Construct /
behavioral driver |
Scale | Sample item |
|---|---|---|
| Sample variables used as segmentation inputs | ||
|
Accurate awareness of
VMMC |
7-point Likert scale (strongly
disagree – strongly agree) |
Once circumcised, a man cannot get any disease, so no longer has
to use condoms to prevent HIV |
|
Outcome expectation
beliefs - cost/benefit |
5-point Likert scale (definitely no
benefits – definitely are benefits) |
Based on what you know about circumcision, which of the following
statements best describes what you believe about any benefits that male circumcision may give you? |
|
Risk perception beliefs
- severity |
7-point Likert scale (strongly
disagree – strongly agree) |
HIV/AIDS is a big problem in our country/community/for people I
know/my family |
| During the healing process after male circumcision, one experiences
constant pain which is difficult to manage |
||
|
Risk perception beliefs
- susceptibility |
I believe that chances are high that I could get HIV | |
| Self-efficacy beliefs | It is difficult to control whether you get HIV or not - even if I do my
best I still can get it |
|
| Social norms |
5-point Likert scale (don’t talk to any
other men – bring up the subject even with men I don’t know) |
Which of the following statements best describes your discussions
with other men about male circumcision? |
| Sample variables used for profiling | ||
| Influencers | Categorical | Who or which sources of information have encouraged you to start to
believe in benefits of male circumcision? |
| Demographics | Categorical | What is your relationship status? |
| Circumcision status | Categorical | Are you circumcised? |
|
Commitment to
circumcision |
5-point Likert scale (definitely not –
definitely) |
Considering what you know about male circumcision, which
statement best describes how willing you would be to get circumcised if the service were free for you? |
| Media habits | Categorical | How do you normally look for healthcare information on the internet? |
| Risk behaviors |
7-point Likert scale (strongly
disagree – strongly agree) |
I use condoms all the time with my current sexual partner(s) |