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.

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 ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles