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When quality of printing is optimum, the differences in the visibility of various grades and finishes of white papers are very small.
A brand preference test, a brand familiarity test, a theme credence test, and a triple associates test were found to be an effective combination in indicating the specific strong and weak points of advertising campaigns. Examples are given of the use of this combination of tests in analyzing...
The reliability of responses in a free-association test is found to be quite low. The validity of such tests as indicators of personal traits, therefore, is doubtful.
In-asmuch as most personality tests depend upon complete cooperation of the testee in order to obtain valid results, their use in the selection of new employees is distinctly limited. To meet this situation, an instrument measuring several different personality traits was devised. It consists of...
Reviews the book, by Kimball Young (1940). Young's book on personality has been years in the making, and our anticipation as to its merits have been justified by the outcome. Perhaps the author has even gone a little too far on the quantitative side, with over 800 pages, much of it fine print,...
Reviews the bulletin, by Arthur E. Traxler (1941). "The purpose of the present bulletin is to bring together under one cover an annotated bibliography and brief summary of the more important studies of reading that were published during the period from January 1, 1930, to January 1, 1940. It is...
A study of the maximum power which can be exerted by various types of arm movements in propelling weights of 6-21 lbs. indicated that there is no relationship between maximum horsepower attained and accelleration of the weight, and that a straight pulling motion from a position in front of the...
"The verbal replies in association and completion tests are largely unrelated to the real behavior of the person toward things, people, animals, art, music, beauty, responsibility, etc. The person may be largely influenced by special symbolic and verbal habits. Everything that a person does is...
"The historical trend in advertising, with respect to the use of pictures of human beings, appears to be toward personalization and dramatization of appeals; more description of use, enjoyment, demonstration, recommendation, etc.; greater emphasis on the social "front' which is built up for...
Reviews the book, by Stanley D. Porteus (1941). It is obvious that the author has written easily and interestingly from his broad experiences in clinical work. The chapter topics include the testing of young children, of the dull and backward, the abnormal child, the delinquent and the criminal....
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