The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
Chapter 15: Conducting the Pretest
Conducting the Pretest
Some planning is essential before starting any pretest activities. First, decide which pretesting methods you will use. Then, prepare for the pretests by developing the appropriate type of questionnaire and recruiting the participants. Interviewers or focus group moderators also will need to be ...