Question order effects in taste testing of beverages |
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| Authors: | Joe L Welch Cathy Owens Swift |
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| Institution: | (1) University of North Texas, Texas, USA;(2) Georgia Southern University, Georgia, USA |
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| Abstract: | The effect of order position has been demonstrated in marketing research, sometimes compromising survey results. This paper
studies the influence of order position in product taste trials of carbonated beverages using a sequential monadic design.
The authors measure attitude ratings across product trials rather than across products to examine the effect of order position
on preference ratings. |
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