A study of the tachistoscope

Abstract

Describes the tachistoscope, which is a device for presenting a visual field to an observer for a carefully controlled time interval. Goes on to show the differences between the newer and the older types and its use as an advertising research tool, showing is a successful aid for this purpose. Reports an experiment conducted on the tachistoscope, gives an analysis and summarises the results. Concludes, if results from testing can be shown to be valid, then useful research could be carried out to establish results.

Citation

Taylor, D. and Maslin, J. (1970), "A study of the tachistoscope", European Journal of Marketing, Vol. 4 No. 1, pp. 22-28. https://doi.org/10.1108/EUM0000000005180