Mechanical devices are used to measure psychological responses of

research participants to product attributes or advertisments. Generally, what is

measured is interest or emotions in what is seen, felt, heard or smelled. The use of
mechanical devices has been widely used to collect information by way of indirect
means. Eye camera, pupilometric camera, Psychogalvanometer, Motion picture
camera, Audiometer and Tachinometer are some of the commonly used by
modern big business houses, for the purpose of collecting required information.

Eye cameras are designed to record the focus of eyes of a respondent on a

specific diagram written material. Such an information is useful in designing ad
material.

Pupilometric cameras record the dilation of the pupils as a result of a visual

stimulus. The length of the dilation shows the degree of interest aroused by the
stimulus.

Psychogalvanometer is an instrument for testing mental reactionby

determining how skin resistance changes when a voltage is aplied to electrodes in
contact with the skin. It is used for measuring the extent of body exitement as a
result of the visual stimulus.

Motion picture cameras can be used to record movement of body of a buyer

while decidng to buy a consumer good from a shop or big store. Influence of
packagong pr the information given on the label would stimulate a buyer to
preformcertain physical movements which can easily be recorded by a hidden
motion picture camera in the shops four walls.

Audiometer are used by some TV concerns of programmes as well as

stations preferred by people. A device is fitted in the television instrument itself to
record these changes. Such data may be used to find out the market share of
competeing television stations.

Tachitoscope is a device that displays an image for a specific amount of time.

It can be increase recognition speed, to show something too fast to be consciously
recognized, or to test which elements of an image are memorable. It shows an
image or ad for a brief flash.