Pretesting a survey questionnaire with a farmer, West Java, Indonesia
When can one say that the pretest results he/she obtained could most likely predict audience reactions to the final version of a communication material? Reed (1974) pointed out these four factors that could affect the validity of pretests – subjects sampled, setting, manipulation, and measurement. Consider these questions that often confront pretesters: Should a random sample of the potential audience be interviewed for a pretest? Or will persons different from the intended audience do? Should we conduct our pretest in the same setting as the one in which the audience will see the final production or in restricted undisturbed settings? Should we present the finished production or will a mock-up do? Do we measure the intended effect of the material or some criterion other than the intended effect?
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