Step 3: Choose Data Collection Method(s)
Common Formative Research Methods
- Focus groups
- In-depth interviews/intercept interviews
- Observations/environmental scans
- Surveys
Each of these methods has special considerations and strengths and
weaknesses, so you should be aware of these before starting. CDCynergy: Social
Marketing Edition has a great resource in the "Tools for Research" tab (on the
right hand side of each page) for finding out more information on these methods
and a range of other methods. CDCynergy also lists advantages and disadvantages
of each method.
Big Picture Alert
This step is a good time to decide whether you will conduct all of your
formative research at the same time or if you want to do it in several rounds.
If you find that you need to answer some of your research questions before you
can answer others, approaching formative research in smaller rounds may be
helpful. You can answer some questions and then use those answers to inform the
rest.
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