Social Marketing
Nutrition and Physical Activity


Scenario 18


"We finalized the rest of our research questions for the behavior and strategy sections. Here's the final worksheet." (PDF-70k)

"It looks like formative research is going to be time consuming and I'm not sure I have the expertise on staff to handle this. If we do focus groups, our nutrition expert might be able to help. She has worked on developing moderator's guides in the past but hasn't ever moderated a group on her own.

None of us has any idea how to develop a data collection instrument or even what to expect. Collectively we have some experience conducting key informant interviews and I suspect we could do observations if we know what to look for.

Frankly, I'm not really sure how we should go about choosing a method of data collection. What would you suggest?"