True or false Formative research may be qualitative or quantitative and may be new research that you conduct (primary data) or it may be research conducted by someone else that you are able to review (secondary data). Pretest research is used to evaluate a short list of alternative strategies and tactics and ensures that potential options have no major deficiencies Focus groups are a popular methodology for gaining useful insights into priority audiences thoughts feelings and even recommendations on potential strategies and ideas for future efforts. There are several approaches to collecting Primary Data, such as Surveys, Crowdsourcing, Participatory Action research and Human centered design research Observational research involves gathering primary data by observing relevant people, actions and situations; used quite a bit in social based marketing. Ethnographic research is considered a holistic research method, founded in the idea that to utterly understand priority audiences, the researcher will need to extensive immersion in the natural environment. It often includes observation as well as face to face interview with study participants. ZMET interviewing methodology taps into a person's unconscious to explore what deep metaphors are revealed about the minds of consumers ZMET participants are usually asked to select a set of pictures that represent their thoughts and feelings about the topic of interest and then discuss these in an interview. Qualitative research generally refers to studies where the focus is on identifying and seeking clarity on issues to better understand current knowledge, attitudes, beliefs, and behaviors of the target audiences. Steps in developing a Research Plan, of your Marketing plan, consists of the following sections: Purpose, Audience, Information Objectives, Respondents, Survey Instruments, Sample (Size, Source, Selection) Pretest (and fielding), Analysis and Reporting. Innovations and changes to a system are communicated and adopted through certain channels among certain specific members (adopters) of a social system. The 5 different types of adopters are Innovators, Early adopters, Early Majority, Late Majority, and Laggards and they all accept an innovation or change to the social system at different points in time Innovators are motivated by a need to jump on the bandwagon after realizing that "most" are doing it Early adopters perceive the spread of an innovation or change and decide to go along with it, out of their need to match and imitate Early majority members are drawn by intrinsic value and adopt innovation and change early. Late majority members for novelty and a deed to be different and are the first to adopt innovations and change Laggards are members in the social system that finally follow suit as the innovation or change attains popularity and broad acceptance Precontemplation is the stage where people deny there is a problem and are not ready for the topic of change or innovation Contemplation this is the stage where people acknowledge that a problem exists and have started to think seriously about how to solve it. People in this stage are prepared for the entertaining new ideas and potential solutions but may not be seriously ready to commit to a proposed innovation or change in social system Preparation is the stage where people are actively instituting the change or innovation. They are conducting the tasks and modifying behaviors that support the journey toward the innovation or social system's behavior goals. Action is the stage where most people start to develop "concrete" solutions to their problems and are investigating the various innovations or changes in the social system that they believe can solve the issue. They are ready to begin change in their own behavior to support the change or innovation. Maintenance is the stage where people work to consolidate the gains attained during the action and other stages and struggle to prevent relapses. Termination is the stage where the ultimate goals for all changes are achieved and the former problem will no longer present any temptation or threat The Health Belief Model (HBM) suggests that a person's belief in a personal threat of an illness or disease together with a person's belief in the effectiveness of the recommended health behavior or action will predict the likelihood the person will adopt the behavior