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Food Safety Online Training
Recorded Webinars collaborated with Foodseminarsinternational
Food Preference Testing
Food Preference Testing: Preference Testing, the No-preference Option, Replication and the
Dufus Factor
(Webinar length:  1h 13m)

Overview:

Preference testing is the most common tool for assessing consumer’s overall reaction to a
product and is often used for making superiority claims in advertising. The most common
example is the paired forced-choice test (e.g. “Which product, A or B, did you like better?”),
However, there are many variations on the simple paired preference test in consumer
research and their advantages and disadvantages are a subject of much debate. This
seminar will outline some recent research concerning the no-preference response option and
the fact that people avoid choosing it, even with physically identical products.

Other topics will include replication in preference testing, as handled by the beta-binomial
model and the little-known Ferris K-visit model. Recent interest in so-called “placebo”
designs will be discussed and their utility (or lack thereof) and options for data analysis will
be presented.  The webinar will introduce the notion of a “dufus factor” in consumer research,
a functional limit on the proportion of consumers whose data are meaningful vs. meaningless.

Finally, the talk will introduce two new topics:  The use of rejection thresholds and consumer
segmentation, and the asymmetric dominance effect, a strong and irrational consumer bias
when preference tests have more than two products.  Appreciation of these principles should
assist consumer researchers in designing better tests, interpreting their data, and making
insightful recommendations to management.

Learning Objectives:

What are the advantages and liabilities of a no-preference option in paired tests?
Understanding replication:  Is it a good idea?  Do preferences “wander?”
See the statistical models available for handling replicated data.
Look with a critical eye at so-called placebo designs.
Understand the limits of discrimination in common preference tests.
Do consumers discriminate?
How does consumer preference segmentation manifest itself in rejection thresholds?
How do “decoy effects”  (asymmetric dominance) cloud the picture of a rational consumer?

Who will benefit from this webinar:

Sensory Evaluation Specialists
Marketing Research Managers
Product Research Scientists
Marketing Strategists and related professionals
Researchers in Consumer behavior
New Product Development Specialists

Presenter--Dr. Harry Lawless


Dr. Harry Lawless is Professor Emeritus of Food Science at Cornell University , where he
taught sensory evaluation and flavor science for 24 years. He is internationally recognized as
a leading authority in sensory testing of foods and taste and smell research. Dr. Lawless is
co-author of the leading textbook in sensory testing: Sensory Evaluation of Foods, Principles
and Practices with Dr. Hildegarde Heymann of the University of California, Davis. Dr.
Lawless received his PhD from Brown University and BA from Yale. He is the author of over
200 scientific papers and technical articles. During his professional career he has worked at
the Monell Chemical Senses Center, S. C. Johnson Wax, General Mills, General Foods,
Peryam and Kroll Research and the U. S. Army Natick Food Laboratories.  His new book,
Quantitative Sensory Analysis, was just published by Wiley-Blackwell.

Webinar Price ($289)
Click here to buy it

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