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THOUGHTS ON SUBJECTIVE MEASUREMENT, SENSORY METRICS AND USEFULNESS OF OUTCOMES
Author(s) -
MOSKOWITZ HOWARD R.
Publication year - 2005
Publication title -
journal of sensory studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.61
H-Index - 53
eISSN - 1745-459X
pISSN - 0887-8250
DOI - 10.1111/j.1745-459x.2005.00029.x
Subject(s) - task (project management) , sensory system , field (mathematics) , interpretation (philosophy) , computer science , consumer research , psychology , cognitive psychology , management science , data science , marketing , mathematics , engineering , business , systems engineering , pure mathematics , programming language
This note presents a discussion of direct scaling versus paired comparison from the viewpoint of historical, design, field, analytical and interpretation issues. A lot of sensory and consumer research use procedures such as direct measurement, which in turn can lead to major development‐relevant insights. At the same time, other research with the same objectives uses choice methods, which in the author's mind do not, and cannot, lead to these desired development‐relevant insights. It is important to differentiate between the two types of approaches and understand their pros and cons, as well as their intellectual histories. Simply choosing a measurement procedure by the diktat of management or of current fads may actually be counterproductive to the specific task in particular, and to the field of sensory research in general.