Using Pretesting to Ensure Your Messages and Materials Are on Strategy

Author:

Brown Kelli McCormack1,Lindenberger James H.2,Bryant Carol A.3

Affiliation:

1. University of Florida in Gainesville, Florida

2. Center for Social Marketing at the University of South Florida in Tampa, Florida

3. Florida Prevention Research Center at the University of South Florida in Tampa, Florida

Abstract

Pretesting is an important demonstration of understanding consumers' wants and preferences. This evolving, data-driven process provides opportunity for ensuring time, effort, and valuable resources are not wasted. The purpose of this article is to clarify the process of pretesting, why one should pretest, common mistakes, and pretesting on a shoestring budget.

Publisher

SAGE Publications

Subject

Nursing (miscellaneous),Public Health, Environmental and Occupational Health

Reference9 articles.

1. Bryant, C.A. (2006). Conducting focus group research. In M. Angrosino (Ed.), Doing cultural anthropology: Projects for ethnographic data collection (2nd ed.). Long Grove, IL: Waveland. Bryant, C.A., Forthofer, M.S., McCormack Brown, K.R., Alfonso, M.L. & Quinn, G. (2000). A social marketing approach to increasing breast cancer screening. Journal of Health Education, 31(6), 320-328.

2. SOCIAL MARKETING IN PUBLIC HEALTH

3. Defining the Product in a Social Marketing Effort

4. Florida Cares for Women Social Marketing Campaign: A Case Study

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