Category: Technical Reports

Technical Report: Answering Questions in Surveys

ABSTRACT Surveys are conducted to study three main categories: attitudes and beliefs, events and behaviors, and subjective experience. Product, concept, and brand testing can be viewed as types of surveys falling into the third category, subjective experience. This view encourages…

Technical Report: Unfolding

ABSTRACT Before you unfold a fan, as shown in Figure 1, you can see a compressed set of images stretched out on a line from the center to the periphery. These images may appear as nothing more than ordered blotches.…

Technical Report: Confidence Intervals and Consumer Relevance

ABSTRACT Difference testing methods such as the Triangle, Duo-Trio, Tetrad, and 2-Alternative Forced Choice (2–AFC) generate choice counts or numbers of correct responses that are often analyzed statistically as binomial variables. This analysis approach provides the basis for hypothesis tests…