Factors Of Intensity Research Articles

Qualitative values into quantitative measures: Marketing decisions applications

Decision systems that logically combine personal judgments with objective information can work only if we have a good means for converting qualitative values, representing judgment, into quantitative measures that can be handled mathematically. Computer outputs can then be in numerical, useable form, for the decision makers’ ultimate action. The paper reviews prior work. Next consideration is given to the problem of giving quantitative weight to the judgments and estimates of assessors. Factors of intensity and breadth of experience as well as market understanding of a person can be expressed in quantitative form. An illustrative case history of practical procedures is presented. Finally, the consolidation of qualitative judgment factors into an over-all evaluation, is shown. Multivalued judgment data are discussed as part of a second case history. Here the price-volume estimates of several forecasters of varying degrees of expertise and qualifications are analyzed for the purpose of developing a consolidated, composite result in the form of an anticipated demand curve.

Cotton-Leaf Malformations Induced by Organic Phosphate Insecticides

1. This investigation dealt with the leaf responses of 30-day-old Stoneville 2B cotton plants to various concentrations of hexaethyl tetraphosphate (HETP), tetraethyl pyrophosphate (TEPP), and O,O-diethyl O-p-nitrophenyl thiophosphate (parathion). 2. Application of commercial formulations of HETP and TEPP in concentrations of fifteen to thirty times the recommended insecticidal dosage resulted in malformation of leaves subsequently produced. The malformation closely resembled that induced by 2,4-D. 3. HETP was more effective in inducing such leaf malformations than was TEPP. 4. Plants grown during the winter months exhibited more severe leaf malformation than those grown in the other seasons. The factors of light intensity and temperature are discussed in this regard. 5. Parathion applications resulted in the production of leaves which were many-lobed as contrasted to the three to five lobes of normal leaves.

The Personal Setting of Public Opinions: A Study of Attitudes Toward Russia

ANALYSIS REVEALS several components of attitudes: how a person feels about a subject-the affective aspect of his attitude, and what he thinks about it-the cognitive aspect. The affective aspect may be subdivided into factors of direction and intensity, while on the cognitive side the informational context of attitudes may be distinguished from their time perspective. Both affective and cognitive elements enter into an individual's policy orientation-what action he believes should be taken. Attitudes must also be studied with respect to their function in personality, to yield an understanding of how just these attitudes develop in the particular situation. Using opinions expressed toward Russia as subject matter, this study demonstrates that a systematic analysis of complex attitudes can fruitfully be undertaken, and suggests a framework for the description of attitudes. Its findings have broad implications for the field of public opinion surveying. The author is at present Assistant Professor of Social Psychology in the Department of Social Relations, and Research Associate in the Laboratory of Social Relations at Harvard.