CSA Consumer Research & Market Applications Flashcards

Check-All-That-Apply (CATA) questions in consumer research are primarily used to generate:

Answer: Attribute frequency profiles that describe product perception

CATA questions ask consumers to select all applicable descriptors from a list, and the resulting frequency of selection for each term provides a perceptual profile that characterizes how consumers describe each product.

In sensory marketing, the 'halo effect' refers to:

Answer: A positive brand image biasing consumer perception of sensory attributes

The halo effect occurs when a positive brand reputation, attractive packaging, or favorable concept information causes consumers to rate individual sensory attributes more favorably than they would in a blind evaluation.

Which statistical method is used in consumer sensory research to model how changes in specific sensory attributes drive overall product liking?

Answer: Multiple linear regression (MLR)

Multiple linear regression with overall liking as the dependent variable and sensory attribute intensities as independent variables identifies which attributes are key drivers of liking and the direction and magnitude of their influence.

When screening consumers for a sensory panel, which test is typically used to verify that recruits can reliably differentiate between basic taste qualities?

Answer: Basic taste recognition test

A basic taste recognition test presents solutions of sweet (sucrose), salty (NaCl), sour (citric acid), bitter (caffeine/quinine), and umami (MSG) to verify that recruits can correctly identify each quality, screening out those who cannot.

What does 'concept-product fit' mean in the context of consumer product testing?

Answer: The degree to which a product's sensory experience meets the expectations set by its concept/description

Concept-product fit assesses whether consumers who are attracted to a product concept still find the actual product satisfying after use, measured by comparing pre-use (concept) and post-use (product) liking or intent-to-purchase scores.

In conjoint analysis applied to food product development, the 'part-worth utility' of an attribute level represents:

Answer: The relative value that attribute level adds to overall consumer preference

Part-worth utilities are the individual contribution values derived for each level of each attribute in a conjoint model, indicating how much each specific level increases or decreases overall preference relative to a baseline.