Technical Reports

Technical Report: Thurstonian Scaling for Difference Tests

Technical Report: Thurstonian Scaling for Difference Tests

ABSTRACT Suppose that an ingredient supplier has changed a key ingredient used in the manufacture of your company’s chocolate chip cookies. Based on the baking chemistry of this new ingredient, there is reason to suspect that the new ingredient will make your cookies harder. Additionally, recent market research data has connected cookie hardness with...

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Technical Report: Replicated Difference and Preference Testing with Applications to Claims Support

Technical Report: Replicated Difference and Preference Testing with Applications to Claims Support

ABSTRACT As part of an effort to compare a new deodorant with a competitor’s product, 10 experienced judges evaluate the two products on the left and right arms of 30 subjects. In a counterbalanced design in which the two products are alternately placed on the left or right arms within a subject, each judge...

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Technical Report: Drivers of Liking

Technical Report: Drivers of Liking

ABSTRACT Assessment of the strengths and weaknesses of your own and your competitors’ brands is an area of mutual concern to product developers and market researchers. In this report we assume that consumers base overall liking and preference decisions on the sensory effects that products have on them and on non sensory variables that...

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Technical Report: Maximizing Potential Market Share Based on Product and/or Concept Choices

Technical Report: Maximizing Potential Market Share Based on Product and/or Concept Choices

ABSTRACT Product developers and marketers are often faced with the problem of selecting a reduced set of products or concepts from a large array based on consumer choice information. Good examples are selecting sets of chewing gum flavors, flavored beverages or salad dressings. Since individual consumers vary in their likes and dislikes, a difficult...

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