SEDL / STP / STP1035-EB / STP19491S

Using Sensory Testing to Evaluate Product Value, Perceived Quality, and Preference: An Intermediate Market Study

Wolter, JF
Grand Valley State University, Seidman School of Business, Allendale, MI

Wilson, RD
Michigan State University, Graduate School of Business Administration, East Lansing, MI

Duhan, DF
Michigan State University, Graduate School of Business Administration, East Lansing, MI

Bacon, FR
Michigan State University, Graduate School of Business Administration, East Lansing, MI

Pages: 13    Published: Jan 1989

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Abstract

This paper presents the results of research in an intermediate market setting which uses direct sensory testing methods to evaluate emotive responses to tangible physical product characteristics. The focus of this research is on important subjective decisions made by functional intermediaries (acting as surrogate decision makers for ultimate consumers) regarding perceived value, quality, and preference for various product configurations. Emotive characteristics are seen as a unique measurement problem in this research because they are subjective and nonlinear.