Various Techniques to Track Responded

The basic slide projected, which can be operated under varying conditions of speed and illumination. This device helps find out how fast or slow the respondents perceive and respond to the advertising message. The tachistoscope, however, helps measure only the initial response after watching the ads for the first time and not the response to ads after multiple viewing. It is used to measure the bodily responses while the respondent is watching ads. This highly complex device uses electrodes that are attached to the respondent's body to measure the electrical resistance (which is the manifestation of the response). This is one of the most widely used devices. It measures the actual viewing behavior of the respondents. This camera is fitted with high power lenses and is focused on the eyes of the respondents. It records continuously the activities of the eye as it moves horizontally and vertically while the respondent is watching picture on a screen. This device helps finds out where the respondent looked at any moment, how the eye moved over the picture, and how long it concentrated on a point. The eye camera is used to test prints car mat ads, posters, TV ads etc. Pupil dilation method measures the change in the size of the pupil of eye as the respondent watches or sees an ads Larger or expanded pupil means stronger interest and smaller or constricted pupil means lower interest. All these mechanical devices used for laboratory testing can only measure how respondents react to advertisements while watching it. These devices can not measure attitude changes that take place long after the first viewing. Neither can such studies predict the respondents buying behavior. Another problem with laboratory test using mechanical devices is that such test involves very small samples of the target market. Then there is the problem of the alien and artificial environment of the laboratory, which is entirely different from real life situations. Attitude testing are viewpoints or opinions that are characterized by a state of readiness to act or react in a peculiar way to certain stimulus. Here ads are the for car mat like stimuli. And through a clever mix of information an images, advertising tries to create a favorable disposition or attitudinal change towards the product among the target audience. Here the respondents are given a number of relevant statements and their exact positional on the scale for these statements are obtained. From these scores, the favorability or respondents towards the product is measured. However, providing respondents with statements and asking them to rank these statements on the attitude scale puts the respondents in the role of experts. This leads to a lot of biased and subjective judgment. To overcome such problem, projective techniques and depth interviewing are used.