_MNL_30-1997.pdf

Manual 30 Relating Consumer,Descriptive,and Laboratory Data to Better Understand Consumer Responses Alejandra M.Munoz,editor ASTM Publication Code Number(PCN):28-030097-36 ASTM 100 Barr Harbor Drive West Conshohocken,PA 19428-2959 Printed in the U.S.A.Library of Congress Cataloging-in-Publication Data Relating consumer,descriptive,and laboratory data to better understand consumer responses/Alejandra M.l4unoz,editor(IVIanual;30);Includes bibliographical references and index.ISBN 0-8031-2073-7 1.Commercial productsTesting.2.Sensory evaluation.3.ConsumersResearch.I.Munoz,Alejandra M.,1957-II.Series:ASTM manual series;MNL 30.TX335.R435 1997 664.07dc21 96-52055 CIP Copyright 1997,AMERICAN SOCIEPt FOR TESTING AND MATERIALS,West Conshohocken,PA.All rights reserved.This material may not be reproduced or copied,in whole or in part,in any printed,mechanical,electronic,film,or other distribution and storage media,without the written consent of the publisher Photocopy Rights Authorization to photocopy items for internai,personal,or educational classroom use,or the internal,personal,or educational classroom use of specific clients,is granted by the American Society for Testing and lUlaterials(ASTIUI)provided that the appropriate fee Is paid to the Copyright Clearance Center,222 Rosewood Drive,Danvers,iUIA 01923.Tei:508-750-8400 online:http:/ in Scranton,PA February 1997 Foreword This manual,Relating Consumer,Descriptive,and Laboratory Data to Better Understand Consumer Responses,was approved by Committee E-18 on Sensory-Evaluation of Materials and Products and developed by Task Group E.18.08.05.The editor was Alejandra M.Mufioz,Sensory Spectrum,Inc.,24 Washington Avenue,Chatham,NJ 07928.Contents Preface vii Chapter 1Importance,Types,and Applications of Consumer Data 1 Relationshipsby Alejandro M.Munoz Chapter 2Requirements and Special Considerations for Consumer Data 8 Relationshipsby Dennis Irving,Jeanne Chinn,Joseph E.Herskovic,C.Clay King,and Joan Stouffer Chapter 3Validityby David R.Peryam and Alejandro M.Munoz 19 Chapter 4Statistical Techniques for Data Relationshipsby Richard M.Jones 27 Chapter 5Three Multivariate Approaches to Relating Consumer to Descriptive 39 Databy Richard Popper,Hildegarde Heymonn,and Frank Rossi Chapter 6Relationship Between Consumer Responses and Analytical 62 Measurementsby Lori Rothman Chapter 7Relationships Between Consumer Acceptance and Consumer/Market 78 Factorsby Silvia King and Judith Heylmun Chapter 8Relationship Between Consumer and Employee Responses in Research 92 Guidance Acceptance Testsby Ellen R.Daw Index 101 Preface This publication covers the techniques and applications of consumer data relationships and was developed by members of Task Group E.18.08.05,which is part of the ASTM Committee E-18 on Sensory Evaluation.The manual is intended for sensory and market research profession-als responsible for consumer testing and the interpretation of consumer data.This document illustrates how consumer data can be further explored and interpreted through data relationships,that is,how other relevant product(e.g.,descriptive,instrumental data)or consumer information(e.g.,demographic,employee consumer data)may be related to consumer test data to more fully understand and interpret consumer responses.The scope of the task group was to develop a practical document that discusses the importance,the requirements,the techniques,and the applications of relating consumer data to other product or consumer information.Chapter 1 presents a discussion of the importance,the types,and the applications of consumer data relationships and presents an overview of the sensory projects in which data relationships are useful.Chapter 2 describes the requirements needed to complete these projects,which are samples,sensory and analytical methodology,and data entry/analysis capabilities.Chapter 3 covers issues related to the validity of data relationships,and Chapter 4 presents the statistical techniques used for data relationships.The methodology described in the first four chapters is illustrated through various case studies in Chapters 5-8.These case studies present the most common and important projects/cases in which consumer data are analyzed,fully interpreted,and sometimes predicted through analytical/laboratory or other consumer information(e.g.,descriptive/attribute,instrumental,consumer/market factors,and employee consumer data).Special acknowledgment is given to B.Thomas Carr,who provided advice on the statistical methodology used in this manual,and to Morten Meilgaard for his review comments.An appreciation is extended to Judy Heylmun,Doris Aldridge,and Mary Jenkins for the data sets provided and used in some of the case studies.Alejandra Munoz Sensory Spectrum,Chatham,NJ;editor MNL30-EB/Feb.1997 by Alejandra M.Munoz Chapter 1Importance,Types,and Applications of Consumer Data Relationships I.Introduction Consumer research is one of the key activities of consumer products companies.Through this