• Course Overview
• Social Marketing Basics
• Phase 1
• Phase 2
• Module 3
• Module 4
• Module 5
• Module 6

Phase 2: Formative Research

This module describes phase 2 of the social marketing planning process, formative research. On average, it takes people 55–60 minutes to complete this module. The time you need will depend on your pace and how much you explore the resources and supplemental materials.

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Learning Objectives Introduction Why is Formative Research Important? Formative Research Process Step 1: Analyze Information Gaps I. Problem/Health Issue Scenario 13 II. Target Audience Audience Segmentation Secondary Audiences Parents and Children as Secondary Audiences Analyze Audience Gaps Scenario 14 III. Behavior Benefits and Barriers Think Broadly Analyze Behavior Gaps Scenario 15 IV. Strategy for Change Scenario 16 Step 2: Write Research Questions Scenario 17

Step 3: Choose Data Collection Method How to Choose a Method Common Formative Research Methods Scenario 18 Step 4: Develop Instrument(s) Scenario 19 Step 5: Recruit Participants Screening Offering Incentives Biases Scenario 20 Step 6: Collect Data Scenario 21 Step 7: Analyze and Report Data Scenario 22 Ready to Move On? Scenario 23 Summary

Page 1 of 66 in Formative Research

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