Author Question: Name and define the techniques for measuring physiological ... (Read 22 times)

SAVANNAHHOOPER23 · **on:** Jun 29, 2018

Name and define the techniques for measuring physiological reactions.

Question 2

One of the most important analytical advances in marketing research in recent years has been the advent of hierarchical models and Bayesian estimation.

Indicate whether the statement is true or false

Silverbeard98 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Five major categories of mechanical devices used to measure physiological reactions are:
(1) Eye-tracking monitor - measures unconscious eye movements.
(2) Pupilometer - observes and records changes in the diameter of a subject's pupils.
(3) Psychogalvanometer - measures galvanic skin response (GSR), which is a measure of involuntary changes in the electrical resistance of the skin.
(4) Voice-pitch analysis - gauges emotional reactions as reflected in physiological changes in a person's voice.

Answer to Question 2

T
This advance has been especially important when conjoined in the form of Hierarchical Bayes, or simply HB, models.