The Association for Qualitative Research
The Hub of Qualitative Thinking

Pre-testing

Research carried out to evaluate advertising prior to its first use. This is often carried out at a late stage and using finished materials, such as the final version of a TV commercial. Considerable professional and financial investment is therefore at stake, and pre-tests can constitute some of the most difficult and contentious types of qualitative research project, requiring high levels of skill and tact in the researcher. Pre-testing may also be carried out quantitatively.

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