Step 1: Analyze Information Gaps
Step 1 is to analyze information gaps. This analysis helps you decide which
gaps to keep and answer with formative research and which ones to let go.
Questions you ask in later steps are based on the gaps you choose to keep. Start
by going back to the gaps that were identified at the end of the
problem description. Go through those gaps to determine which ones should be
kept and which can be let go.
The Obesity Prevention Coordinators' Social Marketing Guidebook contains
a worksheet (Formative Research Question Worksheet, pg. 30) that may help
you identify information gaps. The worksheet lists key decisions (problem,
audience, behavior, and other factors). You can input existing data and
determine whether you'll need to gather additional information. The level of
detail you include in this worksheet is up to you; use as much as is helpful.
Also, see the Gap Analysis Questions Worksheet for a series of questions
that will help you set priorities for which gaps you should keep and which you
should let go.
Big Picture Alert
It is helpful to look ahead at the decisions you'll be asked to make in later
stages to get a feel for what gaps you may need to fill now.
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