Measuring family planning norms in Zambia: A mixed methods vignette study.

Vignettes have increasingly been used in social norms research, but it is unknown whether vignettes are a valid, culturally appropriate, and effective approach for measuring family planning norms in Zambia. In this mixed methods, cross-sectional study, surveys (n = 438) and focus groups (n = 135) were conducted with married women in two, purposively selected districts in the Central Province, the rural district of Mkushi and the urban district of Kabwe. Social norms constructs measured included: reference groups, descriptive norms, injunctive norms, collective norms, and outcome expectations.