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Theater Testing
[Description] [Pros]
[Cons] [Common Uses] [Resources]
Description
Quantitative
data is collected from a large group of respondents (generally 60-100
people per session) who respond to audiovisual materials (e.g.,
commercials, PSAs). Some messages shown are controls and others are
being tested, allowing for a more "real-life" assessment
of message concepts. Respondents answer questionnaires or respond by
electronic means.
Pros
- Can
gather quantitative data from large group at once
- Data
available immediately
- Showing "actual" audiovisual
materials allows more realism than storyboards
- Using
control messages allows more realism
Cons
- Significant
production costs associated with making draft materials available
to test
- Limited
ability to ask open-ended questions
- Relies
on technological equipment that may not be readily accessible
Common Uses
- Test
audiovisual materials with many respondents at once.
Resources
See a
guide used for theater testing. Theater_Testing.pdf
National
Cancer Institute (2002), Making Health Communication Programs
Work: A Planner’s Guide. PinkBook.pdf
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