A pilot transmission method in a wireless communication system is provided. The method includes: transmitting a first pilot for channel measurement through a first transmission section; and transmitting a second pilot for channel measurement through a second transmission section which is subsequent in time to the first transmission section, wherein the first transmission section and the second transmission section include a plurality of sub-bands, parts of the plurality of sub-bands use predetermined precoding whereas the remaining sub-bands use non-predetermined precoding, and any one of the first pilot and the second pilot is carried only on a sub-band which uses the predetermined precoding whereas the other pilot is carried on the entirety of the plurality of sub-bands.