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SYKRONIX WHITE PAPERS and HOW-TOs

Below are links to some tools, techniques and concepts useful in the study of consumer information processing.  Click SEARCH in the top menu bar to do a keyword search through SyKronix and Tyman-Space Online College.

ONLINE RESEARCH

  • Online Survey Building Blocks
    Swipe these html templates for your own uses:
     
    • text boxes - hidden passwords, numbers, cognitive responses, comments on forced answer choices
       
    • check boxes - all-that-apply lists and grids
       
    • radio buttons - choose one-of-many, likert scales, semantic differential scales, paired comparisons
       
    • menu lists - all-that-apply lists, sentence completion, hidden choice sets
       

     

  • Tracking Within-page Mouse Movements on a Web Browser

    • How to Track Mouse Movements on a Web Browser
      The original 1997 article on measuring response time and mouse placement on a web page, of value in studies of attention, information overload, advertising, web usability, and such, including:
       
      • Loop Timer - how to measure reaction time on a browser (down to millisecond level resolution if you have Linux)
         
      • Stripe Test - how to measure position and rate of movement on a browser
         
      • Stroop Test - how to track decision making on a browser; an interactive test for certain kinds of learning disabilities
         
      • Saving Data - how to collect data locally on a browser without CGI
         
       
      See a newer version and some practical examples (beta) at mousEye.

 
RESEARCH FROM THE BEHAVIORAL SCIENCES LABORATORY

  • The Behavioral Sciences Laboratory at Ohio State, 1981-1987
    A flexible model for the ideal marketing research laboratory, useful for qualitative research such as focus group and IDI interviews.

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  • How to Study Subliminal Movie Advertising
    Can we get rich by putting ideas into peoples' minds without conscious awareness?  How to build and use a tachistoscope.  Additional links for technical details regarding:
     
  • How to Study Subliminal Radio Advertising
    Hemispherical differences in information processing: do people really have a left brain and a right brain?  How to measure responses to audio tape stimuli.  Hardware description and schematic of a Cds photocell type self-damping audio key interface between an audio tape player and the analog port of a computer.
     
  • How to Measure Attention During Television Commercials
    Should commercials be placed in the more exciting parts of a TV show or in the less exciting parts?  Do the exciting parts get our brain pumping or do they fill it up with thoughts that interfere with commercial processing?  How to use the RT-probe technique to detect attention-related mental processes.
     
  • tracking a management decision making process
    Adapting the storyboard technique to a computer before the days of mouse input devices.
     
  • More on the C-64 as a Real Time Measurement Instrument
     

 
ARTICLES IN ADVANCES FOR CONSUMER RESEARCH

Association for Consumer Research has posted the full text of the following articles online:

 

See my vita for a listing of research publications with links to abstracts.