Step 2. Gather Information

This step will assist us to gather the information we need on the potential target audiences.

Now that we have identified the problem, the potential target groups, and the possible ideal behaviors, it is necessary to further investigate the behaviors of the audience(s). We must determine what we know and what we still need to know and gather the necessary information.

Step 2 Product

Product 2: Overview of Research, Section B
Research Decision Making Tools
Research Synthesis

This Product gives a simple table format that allows you to compile all your research and behavior analysis decisions so that these decisions are available for quick reference.

Step 2 Activities

Step 2 Decision Making Tools

Use your Decision Making Tools. They are critical to your focus. Decision Making Tools enable you to fully complete your Products.

Step 2 Products

Complete your Products for each Step. They are essential to your success. Products enable you to successfully direct your promotion efforts.

Product 2: Overview of Research, Section B

Step 2 References

Balnaves, M. and Caputi, P. (2001) Introduction to Quantitative Research Methods: An Investigative Approach. Thousand Oaks, California, Sage Publications.
Denzin, N.K. and Lincoln, Y.S. (Eds.) (2000). Handbook of Qualitative Research. (2nd Edition). Thousand Oaks, California, Sage Publications.
Nardi, P.M. (2002). Doing Survey Research: A Guide to Quantitative Research Methods (1st Edition). Hempstead, England: Allyn and Bacon.
Esterberg, K.G. (2002). Qualitative Methods in Social Research. Boston: McGraw-Hill.
Bogden, R.C. and Biklen, S.K. (2003) Qualitative Research for Education. Boston: Allyn and Bacon.
Johnson, A.P. (2005). (2nd Edition) A Short Guide to Action Research. Boston: Pearson/Allyn and Bacon.