MEASURING THE RELATIVE IMPORTANCE OF SENSORY ATTRIBUTES AND ANALYTICAL MEASUREMENTS OF CONSUMER ACCEPTANCE
There are various approaches in determining the relative importance of sensory and/or analytical properties to acceptance. Clearly, if there were just one combination of properties and levels, and all methods to identify them were without error, then all procedures would produce identical results. This in fact is not true. Since there is not one set of properties, and since the methods are certainly not without error, different results may be obtained by the method utilized. Each method has particular advantages and disadvantages in the development of products. The multiple regression approach described below is particularly useful in areas where less is known by the scientist about the sensory properties and their relation to acceptance of the product class. It is also particularly useful when the number of sensory dimensions which may influence consumer acceptance is so large that developing even an incomplete factorial design, for use in methods such as the response surface methodology, is inefficient.