Dials question types

Your project objectives and analysis models drive your questions and question types.  We program the system for your questions and support your program on-site.

Range of question types available for programing

Discrete choice questions

Capture straightforward answers including 'Yes/No Discrete choice questions are close-ended questions with pre-defined responses.

They allow participants to select one response from a list. Each response is coded to a value, with the range of values appearing on the dial display as the dial is turned.

The Results:
The software displays responses in graphical, quick frequency, and crosstab views, and it allows for easy export to SPSS, Excel®, or virtually any advanced analytic software. You can also save results in JPEG, PDF, and other graphical file formats, or convert to HTML for sharing or posting online.

Intensity scale questions

Intensity scale questions capture a participant's preference over a range of values, such as 1 to 10 or 0 to 100 (you can program any custom scale between 0 and 100).

Intensity scales can be used to measure opinions, attitudes, or projected behavior on a variety of scales, including:

  • Agreement
  • Appeal
  • Likelihood to purchase

This type of question captures positive or negative response as well as the intensity of the response.

The Results:
The software displays results as a mean value plus a histogram showing frequencies across various range level

Trade-off questions

Trade-off questions present participants with differential choices, comparing items in a pair-wise fashion such as:

  • Item A versus Item B
  • Item A versus Item C
  • Item B versus Item C

The Results: The software summarizes these comparisons, showing preferences and the strengths of preferences, revealing not only which item is preferred, but by how much.

Moment-to-moment questions

Moment-to-Moment questions capture participants' varying, real-time reactions in response to continuous stimuli. As participants view the material, they constantly adjust the dial. The system frequently polls the dials, typically once per second, and stores the results synchronized with the timeline of the visual information.

Moment-to-Moment is most often used to test:

  • Television ads
  • TV pilots
  • Debates
  • Live presentations
  • Other video or audio programs

The Results: The Perception Analyzer collects data and plots as a multi-line-graph. The software can also super-impose the graph over the test material. This creates an overlay and synchronizes participants' feedback to the stimuli for a revealing look at its impact, moment-to-moment. Data points for each dial during each second of the test may also be exported for further analysis and replotting using different subsets or criteria.

You have several options for viewing the data. You can show:

  • The total sample as a moving white line
  • Multiple subsets as moving color-coded lines
  • The total, running cumulative mean
  • Moment-to-Moment means for the total and the subsets
  • A histogram of how the dial ratings are distributed throughout the test

Contact Us

To learn more about how Dials by Schlesinger can enhance your qualitative study, contact

Scott Baker, VP, Qualitative Solutions
Dials@SchlesingerAssociates.com   (T) +1 310-295-3045


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