Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
15 Cards in this Set
- Front
- Back
|
Contrast the SET-UP from a consumer sensory test with a marketing product-concept test
|
Consumer Sensory
- Blinded samples - ALL panelists rate -conducted by sensory Marketing - Branded samples/concept - only panelists who show initial positive response to product taste it (at home) -conducted by marketing |
|
|
Contrast the LEARNINGS from a consumer sensory test with a marketing product-concept test
|
Sensory
-brand unbiased liking scores - information is used by prod develop Marketing -Scores of overall product appeal; liking scores but only positive raters - Marketing uses info - Did product meet expectations? |
|
|
Contrast the LEARNINGS from a CLT vs HUT
|
CLT
- Tests only the product -One exposure test HUT -Tests product/package interaction -Multi-exposure test -more realistic situation offering advantages in terms of data validity -Can facilitate more critical assessment of the product |
|
|
Give an example of a home use test situation where a monadic design would be better than a monadic sequential design? Why is it better?
|
The only time you would want to use a monadic test is when the product drastically alters the consumer/substrate tested (ie insecticide). Running a second test at the same location would result in useless data.
|
|
|
Give an example of a home use test situation where a monadic sequential design would be better than a monadic design. Why is it better?
|
Pretty much all food sensory HUT where hedonic scores are obtained are better designed as monadic sequential.
Monadic sequential is much better because you can use compare ratings from the same consumer. Their variability in scale usage can be partitioned out, allowing for a more powerful test. |
|
|
What are the disadvantages of a one-product monadic test?
|
Monadic sequential is much better because you can use compare ratings from the same consumer.
A one product test puts too much emphasize on the raw score value & as we know, humans are poor absolute measurement tools & contextual effects will be strong. |
|
|
How can you validate the responses on questionnaires from a home use test?
|
Call backs: actually call a sampling of people (~10-15%) who took the questionnaire to verify their response accurately reflected their view; it also catches fake ballots
|
|
|
How can you be sure that the people coming to a CLT or participating in an HUT meet your screening criteria?
|
Interviewers often fail to follow the sampling plan/criteria that had been outlined. You can include validation questions in the questionnaire and can validate QUALIFICATIONS during call backs.
|
|
|
Describe a questionnaire flow
|
1 Screening questions to verify
2 general acceptability 3 open ended reasons for liking/disliking 4 Specific attribute questions 5 Claims, opinions, issues 6 Preference if multisample test and/or recheck acceptance w/satisfaction or other scale 7 Sensitive personal demographics |
|
|
What are some key guidelines for constructing a questionnaire?
|
Brief
Plain language Dont ask what they dont know Specific (you, yourself vs you + your family) Multiple choice ?s should be mutually exclusive Dont lead the respondent Avoid ambiguity & double barreled ?s ("soft & chewy") Halos & horns: beware Effects of wording: beware (use both pos & neg terms when wording - dichotomy) Pretest |
|
|
What do the authors mean by a double-barreled question?
|
A double barreled question requires rating two things simultaneously when they may not be related at all
EG: Rate the "chewiness & softness" of the cookie |
|
|
How would you analyze the data from 100 responses to the following 5-point scale?
Would you Definitely buy this product Probably buy this product Don’t know Probably not buy this product Definitely not buy this product |
Count frequencies.
You can report mode & you can also use non parametric statistical technique like chi-square to determine if there is a difference. (though asking someone to rate purchase intent in blinded test is not a good idea) |
|
|
What is a Likert Scale?
|
It's a 5-pt discrete scale of agreement levels ranging from disagree strongly to agree strongly
|
|
|
Discuss the ADVANTAGES of open-ended questions.
|
-Provide corroborating evidence for opinions voiced elsewhere in questionnaire
- Insights about unanticipated issues - Allow venting which may limit horns -Easy to include -Soliciting suggestions |
|
|
Discuss the DISADVANTAGES of open-ended questions.
|
- Hard to code and tabulate
- Subjective interpretation of response - Experimenter bias can creep in - hard to read handwriting - stat analysis v v difficult |
