Ready to Move On?
At this point in the social marketing planning process, there will be many
unanswered questions. Secondary data will provide some answers, but that data
may also be prompting you to ask more questions. In phase 2, formative research,
you'll learn how to follow up on the additional questions that you find in
creating the problem description.
The planning questions document can help in your determination of whether or not
you need additional data before proceeding. If you see applicable questions that
can be easily answered with secondary data, you might want to spend more time in
the problem description phase answering those questions before moving on to
phase 2. However, that document is just a guide. There may be questions
in it that don't apply to your particular project, or you may need to add