Even though Control Feel scored close to the Overall ISQ Score, categorized verbatims (Figure 16) revealed that the audio knob feel was the number one area in need of improvement.
This relationship accounted for about 50% of all categorized verbatims.
When probed into why Sample M and Sample P got such high rankings, verbatims revealed they had "the clearest reflection", and "hid fingerprints the most".
The various sub-categories of responses shown within the blocks of the first quadrant have been suggested by the verbatims themselves.
Count the number of verbatims in each square (these may total more than the number of respondents due to the richness of the responses).
Additional review of the advertisement reponse verbatims indicates that this is probably a function of the theme used in both the headline and copy of the advertisement.
The basic data of Figure 2 are qualitatively classified and not designated by numerical values (other than the number of verbatims) nor even ranked.
The final stage in this systematic synthesis of advertising research verbatims is a Chi-square test to determine if the observed correlation might not have been accidental and if there is a relationship between proposition and action.
Our illustrative example of the vector diagram method to systematically synthesize advertising research verbatims shows only one of the infinite variety of possible resultant vectors.
In fact, the basic analytical structure is no hypothesis at all, for it was built from what verbatims actually contain.