A measurement pattern is moved on a display, and an image of the measurement pattern is captured by making a visual field of an image sensor follow the scroll of the measurement pattern. On the basis of the captured image, a motion picture response curve is obtained. Then, the motion picture response curve is transformed into an MTF (modulation transfer function). A normalized spatial frequency value N_Sf(a %) at which an MTF value starts declining by a predetermined percentage from a highest luminance portion of the MTF is determined. Then, the motion image quality of the display is evaluated on the basis of the normalized spatial frequency value N_Sf(a %). Thus, the evaluation of the motion image quality of the display can be achieved on the basis of an intuitively understandable motion image quality evaluation index.