Use of Focus Groups and Surveys to Evaluate Water Conservation Campaign

Abstract

This paper presents an evaluation of the impacts of a three-year water conservation campaign conducted in Jordan by the Ministry of Water and Irrigation. The campaign, which reached almost 45,000 individuals, was designed to create interest and promote information on the need to use water more efficiently in a country facing water demand and supply imbalances. To determine the campaign's effectiveness, an evaluation study was conducted that selected a random stratified sample of 482 individuals from six areas. Of the sample, 43% of participants were previously exposed to the campaign and 57% nonexposed. Focus group discussions on participants' knowledge, attitudes, and practices were conducted along with face-to-face surveys to complement the focus groups and provide statistical results. The techniques offered significant advantages through the ability of the participants to reach consensus on the issues. Data show that the campaign had increased knowledge of water issues and slightly affected attitudes; however, its effect on practices was insignificant. Interpretations of the results are presented and a list of recommendations for future campaigns is made.