Article ID: | iaor1993483 |
Country: | United States |
Volume: | 11 |
Issue: | 1 |
Start Page Number: | 64 |
End Page Number: | 75 |
Publication Date: | Dec 1992 |
Journal: | Marketing Science |
Authors: | Buchanan Bruce, Henderson Pamela W. |
Keywords: | statistics: sampling, agriculture & food, decision, innovation |
Researchers often test consumers’ abilities to discriminate between two product formulations. Such tests are used in new product development, quality control, and competitive assessment. This paper investigates three paired comparison taste tests, each requiring a different judgment. These are: preference (‘Which of these two do you prefer?’), identification (‘Which one of these two is Brand