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Social Marketing Research for Global Public HealthMethods and Technologies$
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W. Douglas Evans

Print publication date: 2016

Print ISBN-13: 9780199757398

Published to Oxford Scholarship Online: August 2016

DOI: 10.1093/acprof:oso/9780199757398.001.0001

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Formative Research

Formative Research

(p.43) 3 Formative Research
Social Marketing Research for Global Public Health

W. Douglas Evans

Christina Nicols

Oxford University Press

Formative research is the critical step in designing a social marketing campaign. It is a multistage process that in practice often ends up being condensed. The steps include environment scanning (or situation analysis), exploratory research, concept testing, and pretesting. Formative research is used to refine and settle on a theory-based campaign approach. This chapter offers practical guidance on when and how to apply specific formative research methods and case examples of their use in real-world campaign design. The chapter explores how formative research can be used for audience segmentation and reviews the case example of the Heart Truth campaign to promote women’s awareness of heart disease as the leading cause of death among adult women.

Keywords:   formative research, environmental scanning, exploratory research, concept testing, pretesting, segmentation, Heart Truth campaign

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