Standard Guide for Two-Sample Acceptance and Preference Testing with Consumers

SIGNIFICANCE AND USE
5.1 Acceptance and preference are the key measurements taken in consumer product testing as either a new product idea is developed into testable prototypes or existing products are evaluated for potential improvements, cost reductions, or other business reasons. Developing products that are preferred overall, or liked as well as, or better, on average, compared to a standard or a competitor, among a defined target consumer group, is usually the main goal of the product development process. Thus, it is necessary to test the consumer acceptability or the preference of a product or prototype compared to other prototypes or potential products, a standard product, or other products in the market. The researcher, with input from her/his stakeholders, has the responsibility to choose appropriate comparison products and scaling or test methods to evaluate them. In the case of a new-to-the-world product, there may or may not be a relevant product for comparison. In this case, a benchmark score or rating may be used to determine acceptability. A product or prototype that is acceptable to the target consumer is one that meets a minimum criterion for liking, and a product that is preferred over an existing product has the potential to be chosen more often than the less-preferred product by the consumer in the marketplace, when all other factors are equal.  
5.2 The external validity (the extent to which the results of a study can be generalized) of both acceptance and preference measures to manage decision risk at all stages of the development cycle is dependent on the ability of the researcher to generalize the results from the respondent sample to the target population at large. This depends both upon the sample of respondents and the way the test is constructed. Within the context of a single test, acceptance measures tell the relative hedonic status of the two samples, quantitatively, as well as where on the hedonic continuum each of the samples falls, that is, “disliked,”...
SCOPE
1.1 This guide covers acceptance and preference measures when each is used in an unbranded, two-sample, product test. Each measure, acceptance, and preference, may be used alone or together in a single test or separated by time. This guide covers how to establish a product’s hedonic or choice status based on sensory attributes alone, rather than brand, positioning, imagery, packaging, pricing, emotional-cultural responses, or other nonsensory aspects of the product. The most commonly used measures of acceptance and preference will be covered, that is, product liking overall as measured by the nine-point hedonic scale and preference measured by choice, either two-alternative forced choice or two-alternative with a “no preference” option.  
1.2 Three of the biggest challenges in measuring a product’s hedonic (overall liking or acceptability) or choice status (preference selection) are determining how many respondents and who to include in the respondent sample, setting up the questioning sequence, and interpreting the data to make product decisions.  
1.3 This guide covers:  
1.3.1 Definition of each type of measure,  
1.3.2 Discussion of the advantages and disadvantages of each,  
1.3.3 When to use each,  
1.3.4 Practical considerations in test execution,  
1.3.5 Risks associated with each,  
1.3.6 Relationship between the two when administered in the same test, and  
1.3.7 Recommended interpretations of results for product decisions.  
1.4 The intended audience for this guide is the sensory consumer professional or marketing research professional (“the researcher”) who is designing, executing, and interpreting data from product tests with acceptance or choice measures, or both.  
1.5 Only two-sample product tests will be covered in this guide. However, the issues and recommended practices raised in this guide often apply to multi-sample tests as well. Detailed coverage of execution tactics, optional types of s...

General Information

Status
Historical
Publication Date
30-Apr-2015
Technical Committee
Drafting Committee
Current Stage
Ref Project

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NOTICE: This standard has either been superseded and replaced by a new version or withdrawn.
Contact ASTM International (www.astm.org) for the latest information
Designation: E2943 − 15
Standard Guide for
Two-Sample Acceptance and Preference Testing with
1
Consumers
This standard is issued under the fixed designation E2943; the number immediately following the designation indicates the year of
original adoption or, in the case of revision, the year of last revision. A number in parentheses indicates the year of last reapproval. A
superscript epsilon (´) indicates an editorial change since the last revision or reapproval.
INTRODUCTION
This guide is intended to be used by sensory consumer and marketing research professionals
(referredtoasthe“researcher”or“researchprofessional”)asanaidtounderstandingissuesassociated
with and to conducting two-sample acceptance and preference tests with consumers. This guide
includes a general summary of considerations and practices for conducting hedonic tests followed by
specific considerations and practices for both acceptance and preference testing, including pros and
cons of each method. Final sections consider the incorporation of both acceptance and preference
testing into the research plan and discuss potential lack of linkage in output/results between them. A
flowchart outlining summary of these methods and references for further reading are also included.
1. Scope 1.3.2 Discussion of the advantages and disadvantages of
each,
1.1 This guide covers acceptance and preference measures
1.3.3 When to use each,
when each is used in an unbranded, two-sample, product test.
1.3.4 Practical considerations in test execution,
Each measure, acceptance, and preference, may be used alone
1.3.5 Risks associated with each,
or together in a single test or separated by time. This guide
1.3.6 Relationship between the two when administered in
covers how to establish a product’s hedonic or choice status
the same test, and
based on sensory attributes alone, rather than brand,
1.3.7 Recommended interpretations of results for product
positioning, imagery, packaging, pricing, emotional-cultural
decisions.
responses, or other nonsensory aspects of the product. The
most commonly used measures of acceptance and preference 1.4 The intended audience for this guide is the sensory
will be covered, that is, product liking overall as measured by consumerprofessionalormarketingresearchprofessional(“the
the nine-point hedonic scale and preference measured by researcher”) who is designing, executing, and interpreting data
choice, either two-alternative forced choice or two-alternative fromproducttestswithacceptanceorchoicemeasures,orboth.
with a “no preference” option.
1.5 Only two-sample product tests will be covered in this
1.2 Threeofthebiggestchallengesinmeasuringaproduct’s guide. However, the issues and recommended practices raised
hedonic (overall liking or acceptability) or choice status in this guide often apply to multi-sample tests as well. Detailed
(preference selection) are determining how many respondents coverage of execution tactics, optional types of scales, various
and who to include in the respondent sample, setting up the approaches to data analysis, and extensive discussions of the
questioning sequence, and interpreting the data to make prod- reliability and validity of these measures are all outside of the
uct decisions. scope of this guide.
1.3 This guide covers: 1.6 Units—The values stated in SI units are to be regarded
1.3.1 Definition of each type of measure, as the standard. No other units of measurement are included in
this standard.
1
1.7 This standard does not purport to address all of the
This guide is under the jurisdiction of ASTM Committee E18 on Sensory
Evaluation and is the direct responsibility of Subcommittee E18.04 on Fundamen-
safety concerns, if any, associated with its use. It is the
tals of Sensory.
responsibility of the user of this standard to establish appro-
Current edition approved May 1, 2015. Published May 2015. Originally
priate safety and health practices and determine the applica-
approved in 2014. Last previous edition approved in 2014 as E2943 – 14. DOI:
10.1520/E2943-15. bility of regulatory limitations prior to use.
Copyright © ASTM International, 100 Barr Harbor Drive, PO Box C700, West Conshohocken, PA 19428-2959. United States
1

---------------------- Page: 1 ----------------------
E2943 − 15
2. Referenced Documents along with the selected values of α and β to determine the
2 number of respondents needed in a study.
2.1 ASTM Standards:
3.2.6.1 Discussion—P is the proportion of common re-
max
E253 Terminology Relating to Sensory Evaluation of Mate-
sponses that the researcher wants the test to be able to detect
rials and Products
with a probability of 1 –β. For example, if a researcher wants
E456 Terminology Relating to Quality and Statistics
to have a 90 % confidence level of detecting a 60:40 split in
E1871 Guide for Serving Protocol for Sensory E
...

This document is not an ASTM standard and is intended only to provide the user of an ASTM standard an indication of what changes have been made to the previous version. Because
it may not be technically possible to adequately depict all changes accurately, ASTM recommends that users consult prior editions as appropriate. In all cases only the current version
of the standard as published by ASTM is to be considered the official document.
Designation: E2943 − 14 E2943 − 15
Standard Guide for
Two-Sample Acceptance and Preference Testing with
1
Consumers
This standard is issued under the fixed designation E2943; the number immediately following the designation indicates the year of
original adoption or, in the case of revision, the year of last revision. A number in parentheses indicates the year of last reapproval. A
superscript epsilon (´) indicates an editorial change since the last revision or reapproval.
INTRODUCTION
This guide is intended to be used by sensory consumer and marketing research professionals
(referred to as the “researcher” or “research professional”) as an aid to understanding issues associated
with and to conducting two-sample acceptance and preference tests with consumers. This guide
includes a general summary of considerations and practices for conducting hedonic tests followed by
specific considerations and practices for both acceptance and preference testing, including pros and
cons of each method. Final sections consider the incorporation of both acceptance and preference
testing into the research plan and discuss potential lack of linkage in output/results between them. A
flowchart outlining summary of these methods and references for further reading are also included.
1. Scope
1.1 This guide covers acceptance and preference measures when each is used in an unbranded, two-sample, product test. Each
measure, acceptance, and preference, may be used alone or together in a single test or separated by time. This guide covers how
to establish a product’s hedonic or choice status based on sensory attributes alone, rather than brand, positioning, imagery,
packaging, pricing, emotional-cultural responses, or other nonsensory aspects of the product. The most commonly used measures
of acceptance and preference will be covered, that is, product liking overall as measured by the nine-point hedonic scale and
preference measured by choice, either two-alternative forced choice or two-alternative with a “no preference” option.
1.2 Three of the biggest challenges in measuring a product’s hedonic (overall liking or acceptability) or choice status (preference
selection) are determining how many respondents and who to include in the respondent sample, setting up the questioning
sequence, and interpreting the data to make product decisions.
1.3 This guide covers:
1.3.1 Definition of each type of measure,
1.3.2 Discussion of the advantages and disadvantages of each,
1.3.3 When to use each,
1.3.4 Practical considerations in test execution,
1.3.5 Risks associated with each,
1.3.6 Relationship between the two when administered in the same test, and
1.3.7 Recommended interpretations of results for product decisions.
1.4 The intended audience for this guide is the sensory consumer professional or marketing research professional (“the
researcher”) who is designing, executing, and interpreting data from product tests with acceptance or choice measures, or both.
1.5 Only two-sample product tests will be covered in this guide. However, the issues and recommended practices raised in this
guide often apply to multi-sample tests as well. Detailed coverage of execution tactics, optional types of scales, various approaches
to data analysis, and extensive discussions of the reliability and validity of these measures are all outside of the scope of this guide.
1.6 Units—The values stated in SI units are to be regarded as the standard. No other units of measurement are included in this
standard.
1
This guide is under the jurisdiction of ASTM Committee E18 on Sensory Evaluation and is the direct responsibility of Subcommittee E18.04 on Fundamentals of Sensory.
Current edition approved Sept. 1, 2014May 1, 2015. Published September 2014May 2015. Originally approved in 2014. Last previous edition approved in 2014 as
E2943 – 14. DOI: 10.1520/E2943-14.10.1520/E2943-15.
Copyright © ASTM International, 100 Barr Harbor Drive, PO Box C700, West Conshohocken, PA 19428-2959. United States
1

---------------------- Page: 1 ----------------------
E2943 − 15
1.7 This standard does not purport to address all of the safety concerns, if any, associated with its use. It is the responsibility
of the user of this standard to establish appropriate safety and health practices and determine the applicability of regulatory
limitations prior to use.
2. Referenced Documents
2
2.1 ASTM Standards:
E253 Terminology Relating to Sensory Evaluation of Materials and Products
E456 Terminology Relating to Quality and Statistics
E1871 Guide for Serving Protoc
...

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