Published: Jan 2009
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Penalty analysis or Mean drop analysis is a method for determining if respondents' “Just About Right” ratings for a specific attribute are associated with a drop in some hedonic or choice measure, most commonly Overall Liking. Penalty/Mean drop analysis is conducted on “Just About Right” data to determine if those who do not find a particular attribute “Just About Right” rate it lower for Overall Liking on that attribute than those who find the same attribute JAR. Penalty/Mean drop analysis is not a formal method for determining drivers of liking, but is an effective tool for linking attribute performance to Overall Liking.
Peryam and Kroll, Chicago, IL