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Applied Video Content Analysis In Marketing Research – Lessons Learned

Table 1:

Factors (Variables) Measuring Scale
Touching Number of observed actions multiplied by time
Forward Lean Number of observed actions (more than 15°)
Eye Contact Number of observed actions multiplied by time
Arm Position Asymmetry Number of observed actions multiplied by time
Sideways Lean Number of observed actions (more than 15°) multiplied by time
Hand Relaxation(Mode: 1=not tense, 2=moderately tense, 3=tense) Number of observed actions multiplied by time
Neck Relaxation Number of observed actions multiplied by time
Rocking Movements Number of observed actions multiplied by time
Head Nodding Movements Number of observed actions multiplied by time
Gesticulation Number of observed actions multiplied by time
Facial Pleasantness(Mode: 1=positive, 2=negative) Number of observed actions multiplied by time
Facial Activity Number of observed actions multiplied by time
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