Pretest
Pretest or pre-test is a term from empirical social research and describes the improvement of the quality of survey instruments such as questionnaires ( survey research ) or code books ( content analysis ) as well as research designs ( experiments ) before conducting a survey by trying them out before the survey begins.
This is done once to reduce the risk of failure and to find reasons for a possible failure in advance. In addition, improvements can possibly be made after the pretests.
Pretests in the advertising industry
In the advertising industry , this refers to tests that are carried out before the final advertising material is placed in order to obtain information on the possible advertising success. A distinction is made between the subjective method and the objective method , with neither of the terms having an evaluative meaning. Examples of the pretest are: folder test, reading observation, eye movement test and tachistoscope test .
Subjective procedure
The opinion of the reviewing persons (consumers, experts, etc.) is evaluated in order of priority from a plurality of drafts . There is either a pair comparison (evaluation against 2 drafts) or a scale test (evaluation according to the best scales such as expensive-cheap etc.).
Objective procedure
These measuring methods under test conditions evaluate the reactions and impressions of the clientele. Above all, the tachistoscope method (the advertising material is only shown briefly), the psychogalvanometer method (measurement of the change in the electrical skin resistance in the images shown or texts heard), the pupil change measurement method (measurement of the pupil change when recognizing the advertising material) and also the saliva flow measurement during pre-testing or Look at the food advertising applied.
literature
- Maria Kaya: Data Collection Process. In: Sönke Albers , Daniel Klapper, Udo Konradt, Achim Walter, Joachim Wolf (eds.): Methodology of empirical research. 3. revised and exp. Edition. Gabler, Wiesbaden 2009, ISBN 978-3-8349-1703-4 , pp. 49-64.
Individual evidence
- ↑ Jürgen Raithel (2008): Quantitative Research: A Practical Course. 2nd ed. P. 63.