A Proposal of an Experimental Method for Quantifying Impressions Using Visual Analog Scale
Sherman Chan, Nami Imanishi, Satoshi Watanabe, Naruki Shirahama · 2022
Various studies have been conducted on impression evaluation, but most measurement methods are stepwise. We are studying impression evaluation using the Visual Analog Scale (VAS) instead of the Likert Scale (LS), which is a stepwise evaluation. Because VAS expresses subjective information at a single point on a straight line, it is generally a higher resolution measurement method than the step method. This paper reports a video content impression evaluation conducted using VAS. This experiment collected 64 responses from students in Singapore and 71 responses from students in Japan. This experiment is unique because we performed an automatic EDA (Exploratory Data Analysis) on the data, profiled the students using cluster analysis, and used linear regression to build a predictive model. We also tested seven levels of the Likert scale vs VAS. The predictive results were better than expected but not sufficiently accurate.