Journal of Sensory Studies 20 (2005) 347–362. All Rights Reserved. © Copyright 2005, Blackwell Publishing 347 ISSUES AND VIEWPOINTS THOUGHTS ON SUBJECTIVE MEASUREMENT, SENSORY METRICS AND USEFULNESS OF OUTCOMES HOWARD R. MOSKOWITZ Moskowitz Jacobs Inc. 1025 Westchester Ave. White Plains, New York 10604 Accepted for Publication May 13, 2005 ABSTRACT This note presents a discussion of direct scaling versus paired compari- son from the viewpoint of historical, design, field, analytical and interpreta- tion issues. A lot of sensory and consumer research use procedures such as direct measurement, which in turn can lead to major development-relevant insights. At the same time, other research with the same objectives uses choice methods, which in the author’s mind do not, and cannot, lead to these desired development-relevant insights. It is important to differentiate between the two types of approaches and understand their pros and cons, as well as their intellectual histories. Simply choosing a measurement procedure by the diktat of management or of current fads may actually be counterproductive to the specific task in particular, and to the field of sensory research in general. A STRONG HISTORY OF SCIENTIFIC INQUIRY Sensory measurement has a long, venerable history in science, and espe- cially in experimental psychology. Indeed, it may be said that a great deal of the early efforts in psychology comprised the search for methods to erect valid sensory scales, and to some extent even simply to find a method for measure- ment itself. Private sensory experience does not lend itself easily to measure- ment, or so it was thought a century and a half ago (Boring 1929). Those whose predilections involve perusing the really old scientific literature may spend rewarding hours wandering through the clever thinking and subsequent research involving measurement. Whether the measurement was accom- Blackwell Science, LtdOxford, UKJSSJournal of Sensory Studies0887-8250Copyright 2005 by Food & Nutrition Press, Inc., Trumbull, Connecticut.204347362Miscellaneous ON SUBJECTIVE MEASUREMENTS AND SENSORY METRICS H.R. MOSKOWITZ Corresponding author. TEL: (914) 421-7400; FAX: (914) 428-8364; EMAIL: mjihrm@sprynet.com