This weekly blogging reflection is due as a threaded blog post below by Thursday, February 13 @ noon. No exceptions for late work, except with Dr. W's consent.
Read our HANDS-ON SOCIAL MARKETING book, assignment above.
In a SINGLE blog post below for ALL chapters in the section, provide for EACH chapter:
1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.
2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis for each chapter. (Use 2 - 3 sentences for each.)
3. A SINGLE specific question you have after reading and blogging on ALL chapters of the section.
Game on,
Dr. W
Chapter 14: Pretesting Principles
ReplyDeleteThesis: Pretesting allows the social marketer to test their materials on the given target audience prior to finalizing their marketing mix.
14A: Pretesting ensures that the target audience comprehends the messages, but also helps to catch potentially costly mistakes in a marketing plan.
14B: Pretesting doesn’t ensure a successful program, because there can be biases or skews that affect the results. However, using specific criteria such as comprehension, noticeability and credibility can help measure overall effectiveness of the pretest.
Chapter 15: Conducting the Pretest
Thesis: Social marketers need to decide what pretesting method to use, that will best suit their audience.
15A: Focus groups, intercept interviews and self-administered questionnaires are popular methods for pretests. Questionnaires are effective due to a large response rate and minimal investment required.
15B: Theater exposure, readability exposure and expert reviews are also common pretesting methods. Readability is crucial because it determines whether the target audience can comprehend the marketing materials.
Chapter 16: Using the Pretesting Results
Thesis: Once the feedback from the pretest has been gathered, the results should be interpreted, to further gauge the effectiveness of the campaign.
16A: It’s important to look for patterns in the data and see if there was information that a majority of the target audience was confused about or thought it could be presented in a clearer manner.
16B: After the results have been analyzed, social marketers engage in pilot testing, to ensure that the campaign is ready for the public market. At this point the campaign is live, but with a select audience, so that if there are still kinks that need to be worked out, they can be finalized before the marketers go public with their project.
Question: Which pretesting method is most effective? There are so many options, how do social marketers narrow down their pretesting method?
Chapter 14
ReplyDelete1. This chapter is how important pretesting principles is to the social marketing process.
2. A) People should pretest to make sure that the target audience comprehends the messages. The audience can misinterpret your choice of words and might be to complex and an announcer might speak to quickly and you personally not might notice but the audience will.
B) Another important part of the pretesting principle is credibility. The target audience has to believe that the message is creditable and they have to trust the spokesperson or perceived courses of the materials.
Chapter 15
1. This chapter is about how to conduct the pretest
2. A) The most common pretesting methods are focus groups, intercept interviews, self-administrated questionnaires, readability testing’s, usability testing, expert and gatekeeper reviews.
B) Focus groups are effective for feedback about your strategy and communication. Making sure that everyone can see and hear the materials and make copies of things so that everyone can read the words. Also, encouraging negative reactions if at first only positive reactions emerge.
Chapter 16
1. This chapter is about how to use the pretesting results effectively.
2. A) When labeling your ideas people should set aside their own feelings about the elements that you like and dislike. The “definitely change” items should most likely include factual errors, unclear sentences/words, changes noted by a clear majority, easy changes, elements/versions that do not work.
B) The best way to gauge the potential success of your social marketing program is by pilot testing which can also be known as “test marketing”. This test allows you to work out the kinks and lets you assess the effectiveness of the marketing efforts.
Question:
If the pilot testing is done and it is not successful, how do you decide if you completely start over or take the negative feedback and try to fix those?
Chapter 14 - Pretesting is an important step of the process to make sure that the materials you have developed will have the intended effect.
ReplyDeleteA. Some of the shortcomings of pretesting are: (1) your results are only as good as the quality of the research conducted and interpreted (2) there are no guarantees that a campaign will be successful and (3) qualitative research is not as straightforward as quantitative numbers.
B. There are 9 criteria to pretest: comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge/attitude/belief change, strong & weak points.
Chapter 15 - It is important to decide what pretesting methods you will use and prepare for your pretest by developing the appropriate questionnaire and recruiting the appropriate participants.
A. One common method of pretesting is intercept interviews. In this method, trained interviewers are stationed at a location that is commonly visited by the target audience, such as a mall or a grocery store. The interviewer approaches people at the location who appear to fit the target audience definition, and asks if they would be willing to answer some questions. The interviewer asks a set of screener questions to determine if the person does indeed fit the target audience. If they do, the interviewer then takes the person to a private room to continue the interview.
B. In usability testing, you have two options. You can either give participants a product to use without giving them any direction, or you can provide them with a task to complete and observe how they go about completing it.
Chapter 16 - After your first round of pretesting, you should analyze your results and make changes to your materials based on these results. If necessary, pretest the new versions of your materials and finalize them.
A. Some things that you should definitely change on your materials are factual errors, unclear wording, any elements that a clear majority noted you should change, changes that are easy, or elements that definitely don’t work for your target audience.
B. Pilot testing is like a dress rehearsal of your campaign and marketing mix in a real world situation, prior to releasing your materials in all the planned locations.
QUESTION: How many "rounds" of pretesting is normal or average? Does the amount of times you repeat the cycle generally change based on the type of marketing materials? For example, do television advertisements generally require more rounds than posters? etc.
Chapter 14: This chapter discusses pretesting being an important step because you are able to learn if the result will be what you intended.
ReplyDelete1. It’s important to pretest because you want to see if the target audience will understand the messages you are giving out. Issues can arise and the audience may not understand what you’re saying based on your choice of words or descriptions.
2. The nine criteria to pretest are: comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge/attitude/belief change and strong and weak points.
Chapter 15: This chapter discusses how to conduct the pretest in an effective way.
1. Common methods for pretests are: intercept interviews, self-administered questionnaires, focus groups, readability testing, usability testing, expert and gatekeeper reviews.
2. Usability testing is done in two ways: giving participants a product to use without prior explanation or knowledge, or providing them with a task to see how they complete it.
Chapter 16: This chapter discusses how to use the pretesting results.
1. Patterns in the results can give you a lot of important information. This can be a pattern of success or confusion to see if something should be pushed more or fixed in a certain way.
2. Pretesting can be a reoccurring event. You are always able to test and see if things are working or if something is causing a problem. The only way for pretesting to be completely over is when the results show that no changes need to be changed.
Question: What is the best way to gather people in your target audience to pretest, without causing bias or swaying opinions in a negative way?
Ch.14
ReplyDelete1. We learn here how pretesting is crucial to making sure that everything will go as planned.
2.
~ Although you understand all the words you used, the target audience might not. Your materials might be at too high a reading level, the announcer might speak too quickly, or a concept might not be explained clearly. You might not notice, but your audience will.
~ By having many people look over your materials, potential problems will more likely be found
Ch. 15
1. This chapter focuses on how to conduct the pretest.
2.
~ focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.
~Intercept interviews (sometimes called "central site" or "central location" interviews) are an efficient way in which to collect quantitative data, particularly for pretesting.
Ch.16
1. Here we learn how to use the results from the pretesting
2
~The pretesting stage can go on indefinitely, moving back and forth from message and materials development to pretesting until your results show that not a thing should be changed. For those of us in the real world, however, there soon comes a point of diminishing returns.
~After you have determined exactly how the materials will look or sound, you will need to finalize the design and produce the materials in sufficient quantities for the campaign. This includes printing posters, brochures, or other written material; duplicating television or radio ads; producing billboards or other outdoor ads; and manufacturing other types of items.
Q: I would like to see some pretesting in progress
Chp 14
ReplyDelete-This chapter goes into the significance of pretesting in order to see if a target audience will respond.
1. It is important because certain target audiences may take away a different message from the one you are trying to portray. It is helpful to get an idea of how the message is interpreted even though it will vary.
2. Comprehension, relevance, notice ability, memorability, credibility, acceptability, attractiveness, knowledge/attitude, and strong + weak points are criteria to pretesting.
Chp 15
- This chapter explains how there are different methods of pretesting and it is important to decide which one will work the best for your campaign prior to pretesting.
1. Some common pretest methods are focus groups, intercept interviews, questionnaires, readability/usability testing, and expert and gatekeeper reviews.
2. These pretests get an idea of whether the target audience comprehends the message. Especially readability and usability tests.
Chp 16
- This chapter explains what to do with the results of your pretests.
1. Some of the “definitely change” items in your analysis should include factual errors, unclear sentences or words, and other easy changes because it it important to keep track of what needs to be changed and to go back and fix and alter the campaign.
2. Pretesting your campaign can become a cycle that constantly helps you modify and alter it in order to see what reaches your target audience the best, even though the target audience may also always be changing.
Q: How do you decide which pretest to use first? How do you know when to end the pretesting phase? If ever?
Section V
ReplyDeleteCh.14 Pretesting Principles
1. Pretesting is necessary because it allows market researchers to ensure their target audience is comprehending the intended message, detect other possible interpretations which could be positive or negative, catch potentially costly mistakes that would occur during the first run, and overall reevaluate the message/medium
A. Criteria of pretesting include how the respondents comprehend the message, accept it, how attractive they find it etc
B. Attitude or belief in change after being exposed to the message will tell marketers how effective their message is. If they adopt the behavior change or not can tell you exactly how effective the message was.
Ch.15 Conducting the Pretest
1. There are many methods of pretesting and which ones you choose should include both quantitative and qualitative data, as one can help improve the weakness of another, and provide a large variety of data to work from.
A. Each pretesting method has pros and cons. Depending on your 8 P’s, especially price, product, and promotion, you can pinpoint which method will be most effective to the marketing message to be heard.
B. Some pretesting methods are costly while others are virtually costless, depending on your marketing budget you can pretest on more people and gather more data than other less expensive methods.
Ch.16 Using Pretesting Results
1. After conducting pretesting you will have data of the results of those pretests, this data can tell you what words or phrases were not understood, elements that the audience did not like, suggested changes, what confused people etc.
A. Use of pretesting results can clarify and straighten out the intended path of your marketing message to create behavior change, and you may have to do pretesting over many demographics, locations, channels, etc.
B. Projectable results are achievable when marketers select the best test markets and gather data from a variety of sources, they then can narrow down their final target audience and final message to create the biggest impact.
Question: When, if ever is pilot and pre-testing enough? Marketers could continue testing and testing forever, so when do they decide they have reached their goal?
Chapter 14: Presenting Principles
ReplyDelete1. The focus of this chapter is about how presenting is important because you get a feel for the target audience and what they like/dislike.
2. A. By presenting you get to realize that the target audience comprehends the message, detect other interpretations of your message, catch potentially costly mistakes and tune back into the “real world”.
B. Some presenting criteria include; comprehension, relevance, noticeability, memorability, credibility, acceptability and attractiveness.
Chapter 15: Conducting the Pretest
1. The focus of this chapter is about conducting the present.
2. A. First you must decide which message of presentation to use. Then you must develop the appropriate type of questionnaire or focus group topics to gather information about the target audience
B. Some common pretesting methods include focus groups, intercept interviews, theater or natural exposure testing, usability testing and expert/gatekeeper reviews.
Chapter 16: Using the Pretesting Results
1. The focus of this chapter is how best to use the pretesting results in the most effective way.
2. A. When it comes to the “definitely change” portion it’s important to include factual errors, unclear grammar use/spelling, layouts and any other errors noted by a majority of viewers.
B. When it comes to selecting representatives for the pilot sites its important to consider demographics, population size, media availability, political climate and willingness of the community to participate.
Question: Out of all of the presenting methods, which one has been found to be the most effective?
Section V
ReplyDeleteChapter 14:
1. This chapter introduces why and how to use pretesting to your advantage.
2. a. The begininning sections walks the reader through the different benefits of pretesting. Pretesting can ensure that the target audience comprehends the messages that you are trying to pass along.
b. After going over the benefits of pretesting, the chapter looks at the various ways in which pretesting can fail. The main failing point in pretesting is the initial research phase, because the results can only be as good as the research allows them to be. Later, the chapter lists and explains pretesting criteria.
Chapter 15:
1. This chapter is dedicated to the actual pretesting process.
2. a. Pretesting can be used in many different scenarios by many different marketing groups. The book gives examples of different pretesting methods. Some of these examples are focus groups, intercept interviews, and usability testing.
b. After listing the different methods, a majority of chapter 15 thoroughly explains each method. The details of each are explained in paragraph form, but the most helpful section contains a table of the methods with pros and cons of each.
Chapter 16:
1. Chapter 16 is the final chapter of the section, and it makes sense of the previous 2 chapters by explaining how to use the pretesting results.
2. a. The chapter starts with a brief review of the pretesting result analysis. The interpretation of pretesting results should be categorized into three sections; definitely change, possibly change, and do not change. These will help organize the reactions that were received.
b. The chapter explains the process of picking "pilot sites". These sites will give a good projection of the success or failure of a marketing strategy. Factors to be considered include population size, resources, and political climate of the region.
Question: The book does a good job of explaining what pretesting is, but I do not quite understand why this process is necessary when marketers already perform extensive research. Why are both necessary?
Chapter 14
ReplyDelete1. Although pretesting may delay the start actual campaign itself, it is extremely important in order to help increase the likelihood of success for a campaign.
2. Pretesting can help ensure a variety of important things about your campaign. These include- ensuring your target audience comprehends the messages, detecting other interpretations of your message, catching potentially costly mistakes, making materials more appealing, identifying details that subvert the message, and selecting from among several potential approaches. Pretesting can also give you an indication of the strengths and weaknesses of your materials, but it is important to realize that pretesting is not foolproof- it is not a definitive determination of whether your campaign will work.
Chapter 15.
1. Conducting the Pretest involves planning which pretesting method to use and how to develop the materials or resources needed to conduct the pretest.
2. Pretesting should ideally involve both qualitative and quantitative research methods in order to make up for the strengths and weaknesses of each type of method. Common pretesting methods include- focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper review- and depending on your goals with the pretest, some may be a better fit than others.
Chapter 16
1. Analyzing and interpreting the results of pretesting may be a challenge and it may also indicate necessary changes needed to campaign materials.
2. Items that should definitely be changed include- factual errors, unclear sentences or words, changes noted by a clear majority easy changes, and elements or versions that definitely do not work. However, there comes a point where you need to draw the line between pretesting and redesign, so keep in mind “possibly change” items as not being so important.
Question- How can you diminish the extraneous variables that come into play with focus groups?
Chapter 14:
ReplyDelete1. This chapter was about the importance of pretesting and using its results effectively.
2a. This is a great time to catch errors or mistakes that could have potentially ended up costing you money.
2b. You have to understand that the results from your pretest are not infallible. They can help you prevent error or improve your weak spots but pretesting never predicts everything that could happen.
Chapter 15:
1. This chapter discussed how to effectively conduct the pretest.
2a. Ensuring when you have printed materials that it is easily readable. Be sure to be cautious of those that may have different reading levels and one’s ability to understand.
2b. Using more than just your targeted audience and reaching out to those that nay be extremely experienced or interested in your field to have a wide range of results you might be looking for.
Chapter 16:
1. This chapter explains how the preset results you have collected can be used.
2a. You want to use the pretest results to help you with any errors or structure problems that you may have. Potential elements that didn’t work or changes you may need to make.
2b. Being able to use all of the feedback and finalize the design is extremely important. You want to ensure the end material you have is the best you could have possibly produced.
Question: Could you potentially have to much pretesting that could potentially lead to error or issues in the original problem you had at hand? Do you think pre testing to much or too little is a reoccurring event?
Chapter 14
ReplyDelete1. This Chapter discusses the principals of pre-testing and how pre-testing is a very valuable tool in creating a social marketing campaign, because it allows for the people conducting the test to get an idea of how effective their message is going to be to the target audience.
2. A. Pre-testing allows for the people conducting the campaign to catch any potentially costly mistakes that could negatively affect their campaign. By having several people look over your materials it will be easier to notice mistakes that you have made.
B. Pre-testing can also help you to decide between several different approaches if you have come up with a few. By seeing what has the most impact on the people who are taking the test you can decide in which direction you want your campaign to move in.
Chapter 15
1. This chapter deals with the actual implementation of your pre-test and the various ways that there are to do that. When conducting your pre-test you should be gathering qualitative and quantitative data.
2. A. Focus groups are a very effective way to solicit reactions and feedback about how well your methods of communication are working. In a focus group you need to be sure that everyone can see and hear what you are presenting.
B. Another effective way to pre-test is self- administered questionnaires. This approach allows the people conducting the test to gather information from a large number of people without having to invest a lot of time. This method is also extremely inexpensive when conducted online.
Chapter 16
1. This Chapter discusses what to do with all the data that you have gathered from your pre-testing. In this stage you will take the data you have gathered and make changes to your materials that will allow you to achieve a greater response from the audience.
2. A. Pre-testing is an ongoing process and you should be going back and forth pre-testing and material changes until the results you are recording show the response that you originally set out to achieve.
B. Pilot testing is the best way to see the potential your campaign has for success. A Pilot test brings together all the elements of a marketing mix in a real life situation allowing for the person conducting the test to work out the kinks and assess the effectiveness of the marketing effort.
Question: Even though the book says that the most effective way to deal with pre-test results is a pilot test, are there specific situations where other strategies could be more effective?
This comment has been removed by the author.
ReplyDeleteChapter 14: Pretesting Principles
ReplyDeleteThesis: While it is not a guaranteed success, pretesting is a crucial step in the development of a social marketing campaign, allowing you to determine the likelihood of your materials will have the intended effect.
Point 1: By pretesting, you are able to determine any potential problems that might arise with your materials. These issues could include your target audience not understanding the message or possibly misinterpreting your message. This phase allows you to “avoid the cost of completely redoing unusable materials after production” (161).
Point 2: There are many other factors to consider during pretesting including comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge/attitude/belief change, and strong/weak points. However, even if you conduct thorough research in this stage, “it cannot definitively determine what will work” (162).
Chapter 15: Conducting the Pretest
Thesis: While there are many ways to conduct pretesting, successful testing involves careful planning, and the use of both qualitative and quantitative methods.
Point 1: One of these methods, which is good with a small budget, is readability testing. This method gives you a sense of the level of education one would need to understand your materials. However, because it doesn’t involve actually interacting with your audience, it should only be used in conjunction with other methods
Point 2: A second method one might consider if they have a bigger budget to work with are theater tests, or “natural exposure” testing. This strategy can be very good at testing effectiveness, as your materials can be viewed in settings that are similar to the ones audiences will actually be in.
Chapter 16: Using the Pretesting Results
Thesis: To make use of the pretesting stage, one must carefully analyze and interpret the results, make changes accordingly, and ultimately finalize the materials.
Point 1: In order to analyze your findings, you must look at the results objectively, being careful to not let personal feelings affect the things you are willing to change. Change should occur in areas that include factual errors, items that are unclear, issues noted by a majority of people, or elements that simply do not work.
Point 2: If substantial changes have been made, you may need to re-(pre)test the new materials, but after this, you can begin the stage of finalization. This process includes putting finishing touches on all items, and actually producing the materials. Next you must conduct a pilot test, which involves gauging your success by conducting your campaign in selection of test markets that are representative of your target audience.
Chapter 14
ReplyDelete1. Pretesting is essential to social marketing, it may be an "extra", but it will help you know whether the materials you have developed will generate the effect you desire.
2A. Pretesting will allow you to see if the target audience understands your message, as well as their feedback. With pretesting, you can catch errors, fine tune your approach, make it more appealing and change your campaign in any way before you finalize it.
2B. There are pretesting pitfalls that everyone should be aware of, like biases, misinterpreted data from focus groups, and the sense that your audience is over powering your voice. Pretesting will help to improve your campaign comprehension, acceptance, knowledge, and memorability, to name a few.
Chapter 15
1. After understanding that you should have some sort of pretesting, you must decide which methods you will use, then develop the appropriate type of questionnaire and recruit participants.
2A. Focus groups can are effective for soliciting feedback and reactions, while theater or natural exposure testing assesses the effectiveness of the campaign materials such as t.v., radio, and websites. Intercept interviews are helpful when collecting quantitative data, and self-administered questionnaires are helpful when you do not have enough staff to actually do the interviewing.
2B. Readability testing will approximate the level of education needed to understand the material, and usability testing will help you see how the audience interacts with your campaign. Lastly, the expert and gatekeeper review will be helpful if you want to include professionals in the field and representatives of intermediary organizations in the review process.
Chapter 16
1. Once you have gathered enough information from your audience you will analyze and interpret your pretest results, make changes and pretest the new versions (if necessary), an then finalize the materials.
2A. While looking at all of the feedback you have gathered, sift through and categorize the information into appropriate topics. Pretesting can go on indefinitely, you might need to go back and pretest the essentially "new" materials, but once you see that the materials have stopped changing, stop the pretesting stage.
2B. Once you have determined what must be in your campaign, you must finalize the design and produce the materials in sufficient quantities for the campaign. Lastly, try pilot testing by bringing together all of the elements of the marketing mix in a real situation before launching the program in all locations.
Question: Which pretesting method do most organizations use that they find to be the most successful and why?
ReplyDeleteCHAPTER14
ReplyDelete(1) This chapter goes in depth about the importances of pretesting in social marketing.
1- When pretesting, the results you end up with are a product of the time and work you put into the pretest; if you give bare minimum effort, the results are not going to be what you expect them to be.
2- Credibility is a huge factor in pretesting. If your audience thinks that this is not going to be credible, how will they be able to give you the results you want?
CHAPTER15
(1) Deciding how you are going to pretest will affect the results you come up with. Also, choosing the right pretesting group will have a huge impact on results because you want a pretest group that will relate to your ideal market and similar to your future customers.
1- Using different pretesting methods varies on what you are dealing with; focus groups, readability testing, natural exposure testing, intercept interviews, self-administered questionnaires, usability testing and expert and gatekeeping interviews are all different methods in approaching pretesting.
2- Focus groups are really important to consider because they give you personal feedback and reactions on a first-hand basis.
CHAPTER16
(1) Being able to tell if you have been effective and efficient in pretesting can be measured through analyzing and applying your results.
1- It is important to look for patterns and to do what it takes to make your message as clear as possible to your audience, whether its changing a few words or going through a series of more pretests until you get it right.
2- Pretesting is not always a fast and easy process, sometimes is can seem to be infinite and forever reoccurring, but in the long haul it is important to put in the effort as best as you can to achieve the most accurate results.
Question: Would it be advised to not take every little mistake in pretesting seriously? There is always a margin for error in any circumstance, but how much is too little?
Chapter 14—
ReplyDelete1. Although pretesting might seem like an “extra”, it’s an effective way to figure out if the materials you have developed will generate the effect you desire.
2.A. The benefits of pretesting are clear. Although it may be more of a cost, and delay the implementation of your campaign, it’s better to have excellent materials later than provide mediocre materials immediately.
B. Pretesting can give you some sort of indication of the strengths and weaknesses of your material, but it cannot determine 100% what will work. Sadly, there are no guarantees that the program will be successful.
Chapter 15—
1. Pretesting is more than throwing people into a room and calling it a focus group; rather, there are important qualitative and quantitative research methods that should be put into the pretesting process.
2. A. Intercept interviewers, who are trained interviewers that are strategically placed in busy locations to interview the target audience, are an efficient way in which to collect quantitative data—particularly for pretesting.
B. There are some drawbacks to pretesting methods. For example, the target audience does not experience the materials in the same setting as it would during the actual campaign.
Chapter 16—
1. Once you gather all of your pretest information, it’s time to analyze all the data you collected, interpret the results, and make changes to the materials based on the feedback you received.
2. A. If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the new materials. However, if the materials don’t change a lot as a result of your testing, then you are done.
B. The best way to gauge the potential success of your social marketing program is through pilot testing. This method brings together all elements of the marketing mix in a real situation, thus, it provides a “dress rehearsal” before launching the program in all locations.
Question—When it comes to pretesting, how long does the phase traditionally last? A few weeks, or months?
Chapter 14
ReplyDelete1. The chapter is about the principles of pretesting and how pretesting can be a valuable tool in assessing your social marking mix. It helps you gauge how effective your marketing strategy is at reaching your target audience.
2A. One of the most important aspects of pretesting is ensuring that your target audiences comprehend your message. It is important to make sure your message is delivered at a steady pace, does not contain big words, and that your audience understands the concept.
2B. You can grab an audience's attention by making your materials more appealing. Certain design elements, such as music, bright colors, compelling graphics can make target audiences gravitate to your campaign. Pretests help you identify if your target audience will pick up on your message in a crowded media environment.
Chapter 15
1. This chapter discusses the proper resources and requirements when conducting a pretest. It also discusses a variety of effective pretesting methods.
2A. Notable pretest methods include: Focus groups, intercept interviews, self administered questionnaires, theater or natural exposure testing, readability testing, usability testing, expert and gatekeeper review.
2B. Self administered questionnaires are effective because they require little staff time and you can gather a large amount of info from a lot of people. They can be given, filled out, and given back, conducted through intercept interviews and online surveys, or sent through the mail.
Chapter 16
1. Chapter 16 outlines how to properly and effectively use the results and data of pretests methods.
2A. Pretest results can help you fully understand what your target audience really wants to see in a campaign. They can help you bolster your weakness and focus on your strengths.
2B. A great way to see how effective your social marketing campaign is Pilot Testing. It gathers all of the elements of the marketing mix and puts it in a real life situation. This is the best way to gauge the potency of your campaign.
Question: Is pilot testing really the best pretesting method or have other methods proved more successful.
Chapter 14 – “Pretesting Principles”
ReplyDeleteThesis: It is necessary to pretest your materials so you know how it will be received before you spend a lot of money and time in a large campaign.
Support 1: Pretesting allows you to know if your audience can comprehend the message. Using focus groups can identify how easy your message is to understand.
Support 2: You should also test for memorability. Figure out how well the audience can recall your message based on how many times they have been exposed to it.
Chapter 15 – “Conducting the Pretest”
Thesis: There are several methods to conduct a pretest, and they require proper planning and preparation.
Support 1: Focus groups are a useful way to get feedback and gauge reactions to your work. Look for general reactions first, then try to point to specific elements that triggered that reaction.
Support 2: Theater testing helps you analyze the audience’s reaction in a more natural way. Your ad will be shown with many other ads, and the audience does not know which ad you are trying to learn about. This allows you to see what their memory recall or reactions will be like when they are seeing it in real life.
Chapter 16 – “Using the Pretesting Results”
Thesis: Analyze the results of your pretest to determine what changes to make to have the most effective campaign.
Support 1: Sort the information you gathered into categories such as “definitely change,” “possibly change,” or “do not change.” For example, factual errors, unclear words, and easy changes should be categorized as “definitely change.”
Support 2: Conduct pilot testing to get an idea of how successful your campaign will be. Choose test markets based on demographics, population, resources, etc. Find out what works and some places and does not in others.
Question: What do you do with conflicting pretest results?
Chapter 14
ReplyDelete1. Pretesting is an important part of the process--there are pretesting pitfalls as well as pretesting criteria.
2.
-Interpretation of qualitative research results can be tricky. There are biases to look out for during testing and its important to be aware of possible pitfalls so that you can try to avoid them as best as possible.
-There are some possible measures one can use in order to decide what criteria to use for pretesting. These measures/elements include: comprehension, relevance, noticeability, memorability, credibility, acceptability, attractivness, knowledge, and strong/weak points.
Chapter 15
In order to conduct the pretests, there should be a clear idea of what methods will be used. Common methods for pretesting include: focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability or usability testing, expert and gatekeeper review
2.
-Focus groups can give you plenty of feedback for the strategy and communications. There are important guidelines like rotating the order different versions of the material are presented in each of the groups.
-Intercept interviews are a great way of gathering data for pretesting. A large audience can be reached in a quick and inexpensive way. Many interviews will be necessary for intercept interviews.
Chapter 16
1. After pretesting, an analysis and interpretation of the results is necessary because the ultimate goal is to finalize the materials.
2.
-To interpret pretest results, considering what items to definitely change, possibly change, or not change is part of the analysis process.Things to definitely change are factual errors you come across.
-Knowing when you are done pretesting can be a long process and can result in having to continuously pretest when changes are made. However, when you reach a point that you don't have to make further changes, you are almost done with the pretesting stage and are ready to finalize all of your materials.
Question:
What are effective ways to deal with/work around pretesting pitfalls and biases?
Chapter 14
ReplyDelete1. Preseting is extremely important in social marketing and can help see how effective the product would be on the target audience.
2. “Preseting might seem like an “extra,” but its nice to be able to do but not feasible given your time or budgetary constrains. But there are many reasons to pretest your materials or other elements of your social marketing mix with the target audience before finalizing them.” (161)
3. “The benefits of presetting can do a lot to improve your material, it is not infallible. The results are only as good as the quality of the research and interpretation.” (162)
Chapter 15
1. In conducting the pretest, qualitative and quantitative research methods should be used through focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing ,or expert and gatekeeper review.
2. “Prepare for the presets by developing the appropriate type of questionnaire and recruiting the participants, interviewers or focus group moderators also will need to be trained or bought on board for the project.” (165)
3. “in addition to exploratory research, focus groups are an effective format for soliciting reaction and feedback about the effectiveness of your strategy and communication.” (165)
Chapter 16
1. Pretesting is useless unless you analyze and interpret the results before releasing the marketing campaign.
2. “If there is substantial disagreements, then the target audience generally should be the ultimate arbiter, but recognize that internal politics within the program might dictate some decisions as well.” (180)
3. If pretesting elicits substantial changes in the look of materials, messages, or medium, then you might need to go back and pretest the essentially “new materials.” (180)
Question: Which of the presetting methods has been known to receive the best results? Do different companies in different markets use different methods? Or do they all carry over?
Chapter 14:
ReplyDelete1. Pretesting is the part of the development process that helps gauge whether or not the program will create the desired result.
2.a. Pretesting determine if the target audience understands the message, if they are interpreting it in the right way, to catch potential mistakes, to see if your audience responds well to your insights, to determine if materials are appealing, to make sure each part of the presentation supports the message, and to conclude with approach works best.
b. The effectiveness of pretesting is determined by analyzing the following: comprehension, relevance, notice ability, memorability, credibility, acceptability, attractiveness, knowledge, and points.
Chapter 15:
1. You must choose which pretesting method will be the most successful, how to gather information, who will participate, and how to include both qualitative and quantitative data.
2.a. Common pretesting methods include: focus groups, intercept interviews, self-administered questionnaires, natural exposure testing, readability testing, visibility testing, and expert and gatekeeper review.
b. Focus groups might encourage more discussion and responses and are a good technique for qualitative research. Although, they may not be a good representation of the whole target audience.
Chapter 16:
1. Once pretesting is complete, you must use the results to make changes to the materials, pretest new materials (if necessary), and finalize materials.
2.a. When interpreting results they will fall into the categories of "definitely change", "possibly change", and "do not change."
b. Results in the definitely change category may include factual errors, unclear language, changes noted by a majority, easy changes, elements or versions that don't work.
Question: How do you know how long to conduct the pretesting phase?
Chapter 14
ReplyDelete1. Pretesting is a fallible way to help understand whether the materials you have developed will generate the result you desire and is subject to a specific set of criteria.
2a. The results of your pretesting are only as good as what you put into your research and interpretation. Both qualitative and quantatiave research can be used but it is important to remember that pretesting can be a way to discover strengths and weaknesses of your materials.
2b. There are several measures you can use to determine whether or not you need to make changes in your overall campaign. These include comprehension, relevance noticeability, acceptability, attractiveness and credibility.
Chapter 15
1. Conducting a pretest includes both qualitative and quantitative research methods in order to compensate for the weaknesses that each method might exhibit.
2a. Intercept interviews are an efficient way to collect quantitative data. They allow researchers to reach a large number of people quickly and inexpensively and can take anywhere between 15 to 20 minutes a person upon discovering if they are a part of the target audience.
2b. Focus groups are an efficient way to gain reactions and feedback about the effectiveness of your strategy and communications. The basic structure of the groups is similar but includes a few additional considerations such as asking for general reactions first before you focus on specific design or text elements of the materials.
Chapter 16
1. Pretesting results often times conflict—requiring a few key final steps to ensure the quality of your results
2a.To further interpret the results it is necessary to check for factual errors as well as changes that are noted by a clear majority. It is further necessary to look at elements that some people suggested changing but with no real consensus and the elements that might have confused a small minority of people.
2b. Plot testing is the ultimate pretesting method. It acts as a pilot test and provides as “dress rehearsal” before launching your program in all its locations.
Question: Where is the cut off point for pretesting and implementing your social marketing strategy?
PART V
ReplyDeleteChapter 14.
1. Pretesting provides social marketers with the tools to derive data on the success of a strategy from samples of the target audience prior to the full execution of the campaign.
A Though pretesting is not essential in the brute sense to a campaign, it can help to expose unconsidered problems
B
Chapter 15.
1. Both qualitative and quantitative approaches offer the possibility of learning more about the effectiveness of the campaign
A Intercept interviews are a method of reaching a wide group inexpensively
B Focus groups provide indepth discussion and detail, permitting behavioural observation
Chapter 16.
1. The interpretation of pretest results can be challenging, but there are rules of thumb by which this can be negotiated.
A Ideas agreed to by a clear majority should be given precedence, while factual errors should be dismissed.
B If pretesting leads to the development of an entirely different campaign, this in turn requires new pretesting
Q: How important is facilitator behaviour in focus group environments?
Chapter 14
ReplyDelete1. Pretests are a valuable tool to ensure you marketing campaign will successfully reach your target audience.
2. A. One reason to pretest is to catch potential mistakes in your campaign. The example give is presenting an image of a Japanese person when you are talking about Chinese people.
B. Another reason to pretest is to understand the audience comprehends your message. Just because you get what you’re trying to say, doesn’t mean you audience does.
Chapter 15
1. There are multiple ways of conducting pretests, many of which are explained in this chapter.
2. A. To find your demographic in a natural setting, you can do intercept interviews. These involve approaching people in places like grocery stores, finding if they fit your demographic, and then asking them around 15 minutes of questions.
B. Self administered questionnaires are an easy way of getting data from a lot of people with little effort or cost. However, they often have a low response rate if there is no incentive.
Chapter 16
1. Results must be analyzed and interpreted after a pretest has been run.
2. A. If you find factual errors, unclear sentences, changes noted by a majority, easy changes, or elements that definitely don’t work, they must be changed.
B. The ‘pilot site’ should be selected using criteria such as demographics, population size, resources, prevalence of the disease or problem, willingness of the community to help, political climate, ease of travel, and media available in the community.
Question-
How common is it that the pretesting phase will lead to the project being abandoned rather then modified, if pretests so poorly?
Chapter 14
ReplyDelete1. Pretesting helps you know whether the materials you have developed will generate the effect you desire.
2. A) By pretesting you can ensure that the target audience comprehends the messages, detect other interpretations of your message, catch potentially costly mistakes, tune back into the "real world", make materials more appealing, identify details that subject the message, and select from among several potential approaches.
B) Pretesting can be divided into two phases: to test messages and concepts and secondly to test materials based on the concepts that were all received . Pretesting can give you an indication of the strengths and weaknesses of your materials, but cannot definitively determine what will work.
Chapter 15
1. When planning any pretest activities, first decide which pretest methods you will use, then prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants.
2. A) Self-administered questionnaires are a pretesting method that gathers responses from many people simultaneously without requiring a large investment in staff time.
B) Theater or "forced exposure" testing involves the recruitment of target audience members to a central location to ostensibly preview and evaluate a new television program. "Natural exposure" testing occurs when respondents view or hear the ad in a normal setting such as on their own television or radio at home.
Chapter 16
1. Now, you will analyze and interpret your pretest results, make changes to the materials based on the feedback, pretest the new versions, and finalize the materials.
2. A) The pretesting stage can go on indefinitely. However, you probably won't have enough time or money to continue the cycle for very long.
B) The best way to gauge the potential success of your social marketing program is through pilot testing ("test marketing"). This provides a "dress rehearsal" before launching the program in all locations.
Question: How do you know when you should stop pretesting?
14. Pretesting is a critical step to ensure what you’ve created will succeed with your target market.
ReplyDelete14a. Pretesting is important because it tells you whether or not the audience is comprehending the message correctly. Also, you will see if other interpretations of your message or mistakes exist, and if you need to make changes.
14b. Pretesting is not infalliable. There is no way to guarantee if the program will be successful or not. The most common form of pretesting used is qualitative research methods. The results from qualitative are not as easy to interpret as quantitative.
15. It’s important to plan out the structure of your pretest to ensure its accuracy.
15a. Though qualitative is the most common form, quantitative should be used as well. Focus groups, interviews, questionnaires, usability testing, readability testing, and expert and gatekeeper review can all be used.
15b. Some problems with these methods occur because the target audience doesn’t receive the materials in the same way and setting that they would during the actual campaign. With surveys, there are possibilities that people that didn’t respond are different in than those who did, called a nonresponse bias.
16. This chapter is about interpreting the results from the pretest, and how to make necessary changes to finalize the product.
16a. Must-fix items include changes noted by clear majority, unclear sentences, factual errors, or structural parts like wording and layout. There are also potential fix changes that some people may have suggested but consensus wasn’t clear.
16b. Pretesting largely depends on the medium. Pilot testing, or “test marketing” is the ultimate pretesting method.
Q: What’s the best way to ensure bias doesn’t occur in pretesting?
Chapter 14:
ReplyDeleteThesis: Pretesting is a necessary step in the social marketing process that allows marketers to asses the effectiveness of their program and make adjustments before releasing it to the public.
•“The benefits of pretesting are well worth the slight delay in implementing your campaign. It is better to have excellent materials later than to provide mediocre materials immediately.” (p. 162)
•“…There are no guarantees that the program will be successful. Pretesting can give you an indication of the strengths and weaknesses of your material, but it cannot definitely determine what will work.” (p. 162)
Chapter 15:
Thesis: Pretesting must be systematic: both qualitative and quantitative research methods should be used.
•i.e. focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing, or expert and gatekeeper review
•“In addition to exploratory research, focus groups are an effective format for soliciting reactions and feedback about the effectiveness of your strategy and communications.” (p 165)
•“In addition to testing the materials with the target audience, it often is helpful to include professionals in the field and representatives of intermediary organizations in the review process. The “experts” might include people with extensive knowledge of the subject matter or audience to ensure that the information provided is technically accurate and appropriate…” (p. 171)
Chapter 16:
Thesis: Pretesting is only useful when the results are properly analyzed and interpreted: this allows social marketers to make adjustments before releasing their campaign.
•“Looking at all the reactions, insights, and advice you collected, sift through and categorize the information into appropriate topics (e.g, text, visual design, message concepts). In each topic, label each idea as “definitely change,” “possibly change,” or “do not change.” (p 179)
•“If pretesting elicits substantial changes in the look of the materials, messages, or medium, then you might need to go back and pretest the essentially “new” material.” (p. 180)
•“ The test market can help to diagnose strengths and weaknesses of the program so that each element can be fine-tuned. Pilot testing helps the staff become experienced in operating the program and in measuring real-life costs.” (p. 182)
Question: If you have to pretest and re-pretest a campaign multiple times, how long is too long to delay its release? Couldn’t it become irrelevant if the issue is timely?
Chapter 14: Pretesting Principles
ReplyDeleteThesis: Pretest helps you identify whether or materials and other elements of your social marketing mix are effective with your target audience or not.
- In the pretesting process, you can ensure that the target audience understand your message or not and find out different ways that people interpret your messages. You can also find out whether your program is practical or not and catch potentially costly mistakes by asking people to revise your problems. You can also improve the design and way to approach your messages.
- Pretest can help you identify strengths and weaknesses or your social marketing research, but it will not suggest the best solution for you. You need to be aware of the bias in qualitative researches. Using multiple pretesting methods will help you identify different information and compensate weakness of each method.
Chapter 15: Conducting the Pretest
Pretests should include both qualitative and quantitative research methods because the strength of one method can help to compensate for weaknesses of another.
-In your readability tests, you should make your tests readable to your target audiences. For example, if your target audience is less literate, you can use images instead of long sentences.
-You can review your pretest include experts and gatekeepers in your field. Experts have professional knowledge so that will help you to identify potential troubles. Gatekeepers are people who helps connection with your target audience and they might be the staff of a partner organization that will be distribute the material to your audience.
Chapter 16: Using the Pretesting Results
Thesis: After pretesting, you will interpret your pretest results, make changes to the materials based on the feedback and then finalize the materials.
-After you determined exactly how the materials will look or sound, you will need to finalize the design and produce the materials in a good QUANTITIES for the campaign. You can search for the most affordable vendor among multiple vendors.
-Pilot testing is the method when you bring together all of your elements of the marketing mix in a real situation. The author provides an example that pilot testing may not work if you do it at a community level while your real campaign is at national level. You can solve this problem by using several pilot in different types of environment and population mixes. Pilot testing also help staffs to be more experience in the program.
Questions: How can you determine the population size of pretest correctly?
This comment has been removed by the author.
ReplyDeleteChapter 14
ReplyDelete1. Pretesting allows the marketer to see if the materials and messages produced are reaching the right people in the right way at the right time. before the campaign goes full tilt.
2. A. By pretesting, you can check that the target audience understands your message, as well as any other interpretations the audience may have of your message. Pretesting also allows materials for the campaign to be adjusted, either for cost reasons like typos or to revamp the materials and make them more appealing to your audience.
B. The process of pretesting can allow a marketer to look at the overall effectiveness of campaign materials in accomplishing an objective. Things like relevance, credibility, acceptability, and attractiveness in regards to your target audience can be indicators of effectiveness. Despite this, pretesting is not an exact science and is only as good as the quality of testing and evaluation involved.
Chapter 15
1. Pretesting requires careful selection of methods, questionnaires, moderators, and focus group subjects in order to be done effectively.
2. A. Pretesting should ideally provide both qualitative and quantitative data. Methods like focus groups and interviews tend to provide qualitative data, while methods like individual questionnaires provide more qualitative data.
B. Some methods, like natural exposure testing and usability testing, allow evaluation without the audience even knowing they are being evaluated. This provides more realistic and honest feedback as to how people really use/perceive your messages, typically on websites.
Chapter 16
1. Pretesting results need to be analyzed and interpreted, followed by possible changes and further pretesting before finalizing campaign materials.
2. A. Looking at the results objectively is the key to using pretesting results effectively. Categorizing ideas that do or don’t need to be changed by a clear consensus are easy to make decisions on, but the category of ideas that don’t have a clear consensus for change or no change are the most difficult to deal with.
B. Pilot testing is the ultimate pretest. Using criteria like demographics, population size, political climate and others to pick test communities is the best way to get a real sense for how successful the campaign will be.
Question: In theory pretesting sounds really logical and absolutely necessary, but how can a small firm without a huge marketing budgeting afford to do pretesting? What are some methods used in real world by smaller campaign’s, other than a small survey or a couple focus groups?
14) It is important to pretest because you can ensure that your materials will allow you to achieve the results you want.
ReplyDeletea) Benefits such as identifying details that subvert the message or selecting among several approaches are well worth the time it takes to pretest. Pretesting is the "hallmark" of a successful campaign.
b) There are many measures that you can use to determine your success. Some of these include if your target audience comprehended your data or if there was a knowledge or belief change in your audience.
15) There are many different ways to conduct a pretest such as focus groups or questionnaires, and you must carefully consider which will be most beneficial to your campaign.
a) There are pros and cons to each method of pretesting. Theater or natural exposure testing can be expensive, but it will expose people to actual materials similar to your campaign.
b) When your social marketing program includes elements that go beyond communications and require people to interact with their design (Websites), you should use usability testing.
16) The results from pretesting are important because they can allow you to make changes in your plan before you have started entirely.
a) Pretesting can take a long time. It does not have a set time that it will take. However, time and money will limit how long you can pretest for.
b) Pilot testing, also known as test marketing, is the best pretesting method for determining potential success of your campaign.
question: How do you know if you have enough people in your pretesting group for it to yield accurate results?
Chapter 14
ReplyDeleteBy protesting your materials, you can asses their effect and reconsider in order to attain the original goal.
Pretesting offers the opportunity for social marketers to detect an interpretation that is different than what was intended and to connect back to the intended market, which is the real world.
Pretesting can be divided into criteria which include comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge attitude or belief change and strong and weak points.
Chapter 15
After understanding the merit of the pretest, there are many elements if a pretest that should be considered in order to gain the information you're seeking.
Some common methods of pretesting are focus groups, intercept interviews, self-administered questionnaires, theater or natural exposure testing, readability testing, usability testing and expert or gatekeeper review.
One interesting form of pretest is the readability test which aims to asses how easily the content can be read, especially in the case the audience is likely to have lower reading levels than the general population.
Chapter 16
Understanding the results of your pretesting is essential to moving forward successfully. The chapter focuses on analyzing and interpreting the pretest result.
Some things are absolutely necessary to change when it comes to results. These include factual errors, unclear sentences or words, changed noted by a clear majority. Easy changes and elements or version that definitely do not work.
If pretesting generates what could be considered "new" material it may be necessary to pretest again to screen the new material.
How can you best keep pretesting to be cost effective for a small, for-profit organization with a social mission?
Chapter 14:
ReplyDelete1. Chapter 14 explains the importance of pretesting the elements of your social marketing materials with a target audience before finalizing them.
2. A) In order to successfully pretest your product, you must first design criteria to assess the effectiveness. Some elements to think about include comprehension, relevance, noticeability, memorability, and credibility.
B) Quality research is the best way to have a successful pretest. The most important rule, I believe, is to understand the meaning of bias and how it could skew your results.
Chapter 15:
1. The next step in the pretesting process is to actually enact a method such as focus groups, intercept interviews, questionnaires, natural exposure testing, usability testing, and expert review.
2. A) One of the pretesting methods is conducting a “central location” or intercept interview. This means that the target audience is approached in an area where they commonly visit such as a shopping mall or supermarket. After an initial screening to see if they are members of the target audience, interviewees then move on to 15-20 minute interview.
B) Another strategy is to not only test the product or materials on the target audience, but also get opinions from professionals or experts with extensive knowledge of the subject matter. Gatekeepers are helpful as well because they can help you reach your target audience.
Chapter 16:
1. The final chapter in this section deals with interpreting the pretest results and using them to put your materials on the market for real.
2. A) The analysis of the results can include topics to change and topics to keep the same. Some things you would change are factual errors, unclear sentences, and changes noted by a clear majority. Once these things are fixed, you can move on to final production of the materials.
B) The next step is to move to pilot testing. This involves combining all of the materials of your social marketing campaign and launching the program in a specific city or community. This is the final analysis of how successful the program is before fully releasing it.
Question: The term gatekeepers when relating to media means deciding what information gets passed along to the public and what does not. Is the term in this chapter saying the same thing or are they different definitions of a gatekeeper?
Chapter 14
ReplyDelete1. Pretesting can show you whether or not your campaign will be received how you intend before implementation, allowing you to alter your strategy to become more effective.
2. A) Allowing you to clarify potential misinterpretations, eliminate costly mistakes, and strengthen your overall message.
B) It also allows you to witness, first hand (like through the use of focus groups) if the target audience responds to your message, based on how credible, appealing, comprehensible it is.
Chapter 15
1.It is important to consider which method of pretesting makes the most sense given your particular message strategy, time and budgetary constraints.
2.A) Picking a strategic location for intercept Interviews can be a great way to reach your target audience, and enhance your sample pool.
B) Theater or natural exposure testing can help show how your strategy’s effectiveness matches up against others.
Chapter 16
1.Analyzing the results of the pretest allows you to improve your message strategy based on the feedback you received.
2. A) It can be helpful to pretest the revised message strategy, if many changes have been made to the original.
B) At a certain point pretesting becomes cost-ineffective due to diminishing returns and you are better off just running your campaign.
Question: What is the best way to determine the pretesting method that best fits your campaign, time and budget constraints? Which methods can provide the most information for firms with small budget and not much time?
Chapter 14:
ReplyDelete1. Thesis: Pretesting is an important step in social marketing in order to see how the target audience reacts.
2. A. There are nine pieces of important criteria for a pretest. These include; comprehension, relevance, noticeability, memorability, credibility acceptability, attractiveness, knowledge and strong v.weak points.
B. Pretesting helps unveil the potential problems. You can then begin to think about how to fix the problems that are found.
Chapter 15:
1. Thesis: There are different methods that can be used to conduct a pretest depending on the particular audience/campaign.
2. A. There are common pretest methods. These include; focus groups, intercept interviews, questionnaires, readability testing and expert/gatekeeper reviews.
B.Budget is an important thing to keep in mind while pretesting. Some methods are more expensive than others. Readability testing is an example of a method that requires a small budget.
Chapter 16:
1. Thesis: Analyze the results of the pretest in order to determine which methods were effective and be able to finalize all the material.
2. A. The amount of time a pretest will take is indefinite. The time it takes is dependent upon how many test are necessary until all the problems are fixed and nothing else needs to be changed. B. Pilot testing is a very important step in pretesting and marketing. It comes right before the final release.
Question: What is the average amount of time a pretest goes on for?
Chapter 14 discusses how the pretesting principle is important to the social marketing process.
ReplyDeleteThere are three shortcomings of pretesting: results can only as good as the quality of the research conducted and interpreted, there are no guarantees that a campaign will be successful, and that qualitative research is not as straightforward as quantitative numbers.
Credibility is an important part of pretesting. The target audience must believe the messages is creditable and be able to trust the spokesperson or perceived courses of the materials.
Chapter 15 discusses the important of deciding which pretesting methods are best to prepare for your pretest.
Focus groups are an effective format used to observe reactions and feedback about the effectiveness of your strategy and communications.
The common methods for pretests are to intercept interviews, self-administered questionnaires, focus groups, readability testing, usability testing, expert and gatekeeper reviews.
Chapter 16 discusses what to do with the results from your pretests.
The use of pretesting results can both clarify and straighten the intended path of your marketing message and you may have to pretest many demographics, locations, and channels.
The “definitely change” portion includes factual errors, unclear grammar use/spelling, layouts and other errors observed by the majority of viewers.
QUESTION: How long does the pretesting phase generally take to complete and put into effect?
Chapter 14:
ReplyDelete1. Pretesting is important to gauge how your finished product will be received, and make sure that it packs the ultimate punch.
2. A. You wouldn't want your audience to be confused would you? By pretesting you make sure that there will be no gray areas when you release your message. This is important because if people are confused you will not see maximum extent of the desired behavior change.
B. There are a few main things you will be looking for in pretesting. Comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge/attitude/belief change, and strengths/weaknesses.
Chapter 15
1. When pretesting you release to a specific "control" group so you have an understanding of how the message will be received by certain people across multiple demographics.
2. A. Focus groups are one excellent way to pretest. They allow you to craft a group of people that will accurately represent who will be viewing your message. You can tweak it based on specific feedback.
B. If you are presenting your media in a written form, you will conduct readability testing. This ensures your product is aesthetically pleasing, easy to read, simple, but effective. Nobody likes something they can't even read.
Chapter 16
1. Now once you get the feedback, you have to put it to use by analyzing the data to see where you can make adjustments.
2. A. There is a breakdown of things you should really pay attention to and change. Anything factual, unclear, or contested to by a majority should be changed. Don't completely change your message based on one persons advice, but be sure to listen to the feedback.
B. Pilot testing is the next and final step before your actual release. This is your chance to make sure the changes you have made are appropriate and effective, not adversely beneficial.
Question:
1. How do you decide the length of a pretest period?
Good reflections here, posse.
ReplyDeleteLet's dive in during class!
Dr. Rob
Chapter 14
ReplyDelete14. Pretesting principles are crucial to the social marketing process overall, and should not be overlooked.
14a.) We pretest for a number of reasons including, to see if our target audience is comprehending our messages, maybe our audience is misinterpreting our message.
14b.) There are 9 criteria to use which are comprehension, relevance, noticeability, memorability, credibility, acceptability, attractiveness, knowledge/attitude/belief change, and strong and weak points.
Chapter 15:
15. This chapter is all about how to actually conduct a pretest
15a.) A focus group is shown as an extremely effective way to test for reactions, and to received feedback from third parties about the strategy behind a campaign.
15b.) With focus groups, intercept interviews, and questionaries’ , these outlets give organizers a general idea of the readability, and usability of a campaign.
Chapter 16:
16. The next step after pretesting, is using the pretesting results, effectively.
16a.) With the “definitely change” aspect, it is crucial to include factual errors like bad spelling, or miscellaneous grammar errors.
16b.) Overall with pretesting, to be a “superstar” campaign, continue pretesting efforts with the goal of one-day reaching a pretest that concludes with results showing nothing in a campaign needs to be changed.
Q: Should the pre-testing applications be looked at as costs? Are there significant costs associated with pretesting stages?
Chapter 14: Pretesting Principles
ReplyDeleteThesis: Pretesting your social marketing program is essential because it: makes sure the message is getting through to the target audience, shows alternative interpretations, identifies mistakes, and solidifies the message you’re trying to convey.
1. Pretesting involves getting feedback and making necessary changes, which could’ve proved fatal to the campaign if this step was skipped.
2. By pretesting your materials with as many different members of the target audience as possible, it will be easier to get a clear consensus; but this doesn’t always happen.
Chapter 15: Conducting the Pretest
Thesis: Pretesting should consist of both qualitative and quantitative research; common methods include focus groups, intercept interviews, self-administered questionnaires, theatre/natural exposure testing, readability testing, usability testing, and expert/gatekeeper review.
1. In a focus group, make sure to ask members for their initial reactions before any prepared questions so as to remove any interviewer bias.
2. Intercept interviews involve going to a place that is frequented by members of the target audience (like a shopping mall) and asking them to answer some brief questions. Success rates will be higher if there is a small incentive for completing the interview.
Chapter 16: Using the Pretesting Results
Thesis: When analyzing and interpreting the pretest results stay objective and separate elements of the campaign into three groups: definitely change, possibly change, and do not change.
1. If there is a clear consensus among the target audience of what to change or not to change, it is in your best interest to do what they suggest.
2. If applicable and plausible, pilot testing is the ultimate pretesting method because it releases the product or service to a smaller section of the total population; enabling mistakes to be identify and changes to be made.
Question: It seems like focus groups are the most widely used method of pretesting. When did they first start being used and how have we refined them since then?
Chapter 14
ReplyDelete1. The importance of pretesting in the social marketing process.
2. A) Pretesting will help make sure the target audience understands the message. Does the target audience understand the main points and secondary information?
B) Pretesting can also help get a “pre-feedback”, your strong and weak points. “According to the target audience members, what are the best things about your materials? If they had to change something what would it be?” (p164)
Chapter 15
1. How to conduct pretest activities.
2. A) Common pretesting methods include: focus groups, intercept interviews, self-administrated questionnaires, readability testing’s, usability testing, expert and gatekeeper reviews.
B) Pretesting should include both qualitative and quantitative research methods the strengths of one method can help to compensate for weaknesses of another.
Chapter 16
1. The effective usage of pretesting results.
2. A) At this stage, pretest results are analyzed and interpreted. Changes are made to the materials based on the feedback.
B) The process and the outcome evaluation activities need to be closely monitored to catch any potential problems or opportunities that should be addressed prior to the full implementation.
Question:
What pretesting methods have been known to be most effective?