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Home→The Westburn Dictionary of Marketing→P→pilot testing

pilot testing

Definition:
The testing of a MARKET RESEARCH survey's methodology and QUESTIONNAIRE prior to the commencement of the full survey. This involves administering the questionnaire in conditions which reflect in miniature, the main survey. The arbitrary size of sample to be used for pilot testing varies, depending on time, cost and practicability, but would tend to be around 5-10 per cent of that of the main survey. Testing of this type may reveal possible difficulties in the methodology or RESPONDENT'S misinterpretation of QUESTIONS prior to the main survey, which may then be corrected before administration of the full survey.

Cross-References:
[respondent] [questionnaires] [market research] [questions]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Alan M. Wilson], [1998].