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Chapter 2 · Survey: Measurement and Scaling · Slide 48/274

Perception Analyzer

During the presentation of a stimulus — e.g. a TV commercial — each participant turns a dial. This creates a continuous rating in real time, second by…

2.3 · Non-Comparative Scales Continuous Rating Scale · Application

Perception Analyzer

During the presentation of a stimulus — e.g. a TV commercial — each participant turns a dial. This creates a continuous rating in real time, second by second — aggregated across all participants and broken down by segments.

Dial handset
Dial handset
Perception Analyzer results: approval curves over the spot duration
Aggregated real-time curves over the spot duration — broken down by segments (0 = "Not Appealing" … 100 = "Very Appealing").
Participants rate live with dial handsets
Participants rate live during the presentation.
QUESTIONSTAR · Dr. Paul Marx 48 / 274
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