ISSN:
1745-459X
Source:
Blackwell Publishing Journal Backfiles 1879-2005
Topics:
Chemistry and Pharmacology
,
Process Engineering, Biotechnology, Nutrition Technology
Notes:
This note presents a discussion of direct scaling versus paired comparison from the viewpoint of historical, design, field, analytical and interpretation issues. A lot of sensory and consumer research use procedures such as direct measurement, which in turn can lead to major development-relevant insights. At the same time, other research with the same objectives uses choice methods, which in the author's mind do not, and cannot, lead to these desired development-relevant insights. It is important to differentiate between the two types of approaches and understand their pros and cons, as well as their intellectual histories. Simply choosing a measurement procedure by the diktat of management or of current fads may actually be counterproductive to the specific task in particular, and to the field of sensory research in general.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1111/j.1745-459X.2005.00029.x
