Knerr Wendy
Reprod Health Matters. 2011 May;19(37):166-73. doi: 10.1016/S0968-8080(11)37558-1.
Condom social marketing (CSM) has increased condom supplies, broadened commercial markets for condoms and introduced marketing innovations in developing countries. Yet rigorous and reliable evidence of the impact on condom usage and disease prevention is limited, as is evidence of the impact on equity of access to condoms for poor populations, women and people living with HIV. One strand of research on CSM reports mostly on output (e.g. sales and processes) and market growth; but these have been found to be highly unreliable measures of condom usage. Another strand of research reports primarily on changes in sexual behaviour, attitude or condom usage, using survey data. While random sampling is rare, these studies often use representative samples, which provide some measure of validity. There have been attempts to improve the reliability or results to good effect, but challenges remain for researchers, scholars and donors, including the need to supplement output data with measures of behaviour change, use rigorous designs which are built into programmes a priori, report on equity measures, report on potential harms of CSM programmes, and encourage external and systematic reviews.
避孕套社会营销（CSM）增加了避孕套供应，拓宽了避孕套的商业市场，并在发展中国家引入了营销创新。然而，关于其对避孕套使用和疾病预防影响的严格可靠证据有限，对于其对贫困人口、妇女和艾滋病毒感染者获取避孕套公平性的影响的证据也同样有限。关于CSM的一类研究大多报告产出（如销售和过程）及市场增长情况；但这些已被发现是衡量避孕套使用情况的极不可靠指标。另一类研究主要利用调查数据报告性行为、态度或避孕套使用方面的变化。虽然很少进行随机抽样，但这些研究通常使用具有代表性的样本，这在一定程度上保证了有效性。人们曾试图提高可靠性并取得了良好效果，但研究人员、学者和捐赠者仍面临挑战，包括需要用行为改变指标补充产出数据、采用事先纳入项目的严格设计、报告公平性指标、报告CSM项目的潜在危害，以及鼓励外部和系统性审查。
