Abstract
A number of techniques can be used to probe consumer responses to new products in addition to the traditional mode of inquiry using questionnaires and large statistical samples. Exploratory research methods often use small numbers of participants but allow for greater interaction and deeper probing of attitudes and opinions (Chambers and Smith, 1991). As a class of methods, they are referred to as qualitative techniques to distinguish them from quantitative survey work that stresses statistical treatment of numerical data and representative projectable sampling. This chapter reviews the principles and application of qualitative research methods. Very little experimentation has been conducted on this form of consumer research from the perspective of sensory evaluation. For this reason, the chapter is written as a summary of the authors’ experience, drawing heavily from the overviews of the area by Casey and Krueger (1994), Krueger (1994), Chambers and Smith (1991), Stewart and Shamdasani (1990), and Goldman and McDonald (1987).
The decision to use a focus group or some other research tool must be based on the appropriateness of the method for obtaining answers for specific research questions. It has been noted before that to a man with a hammer, everything is a nail. ... Focus groups are useful for particular purposes and specific situations—for exploring the way particular groups of individuals think and talk about a phenomenon, for generating ideas and for generating diagnostic information. For these purposes, focus groups represent a rigorous scientific method of inquiry.”—Stewart and Shamdasani (1990, p. 140)
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bisogni, C.A., Ryan, G.J., and Regenstein, J.M. 1986. What is fish quality? Can we incorporate consumer perceptions? In D.E. Kramer and J. Liston, eds. Seafood Quality Determination. Elsevier Applied Science, Amsterdam, pp. 547–563.
Casey, M.A., and Krueger, R.A. 1994. Focus group interviewing. In H.J.H. MacFie and D.M.H. Thomson, eds. Measurement of Food Preferences. Blackie Academic & Professional, London, pp. 77–96.
Chambers, E., IV, and Smith, E.A. 1991. The uses of qualitative research in product research and development. In H.I. Lawless and B.P. Klein, eds. Sensory Science Theory and Applications in Foods. Dekker, New York, pp. 395–412.
Falk, L.W., Bisogni, C.A., and Sobal, J. 1996. Food choice of older adults: a qualitative investigation. Journal of Nutrition Education, 28, 257–265.
Furst, T., Connors, M., Bisogni, C.A., Sobal, J., and Falk, L.W. 1996. Food choice: a conceptual model of the process. Appetite, 36, 247–266.
Galvez, F.C. F., and Resurreccion, A.N.A. 1982. Reliability of the focus group technique in determining the quality characteristics of mungbean [Vigna Radiata ( L.) Wilzec] noodles. Journal of Sensory Studies 7, 315–326.
Goldman, A.E., and McDonald, S.S. 1987. The Group Depth Interview: Principles and Practice. Prentice-Hall, New York.
Hashim, I.B., Resurreccion, A.V.A., and McWatters, K.H. 1996. Consumer attitudes toward irradiated poultry. Food Technology 50 (3), 77–80.
Howe, J., Heymann, H., Johnson, J., and Hewett, J.E. 1997. Preference mapping: relating acceptance of “creaminess” to a descriptive sensory map of a semi-solid.
Janas, B.G., Bisogni, C.A., and Sobal, J. 1996. Cardiac patients’ mental representations of diet. Journal of Nutrition Education, 28, 223–229.
Kennedy, F. 1976. The focussed group interview and moderator bias. Marketing Review, 31, 19–21.
Krippendorf, K. 1980. Content Analysis: An Introduction to Its Methodology. Sage, Beverly Hills, CA.
Krueger, R.A. 1994. Focus Groups: A Practical Guide for Applied Research, 2d ed. Sage, Newbury Park, CA.
Light, A., Heymann, H., and Holt, D. 1992. Hedonic responses to dairy products: effects of fat levels, label information and risk perception. Food Technology 46 (7), 54–57.
Marlow, P. 1987. Qualitative research as a tool for product development. Food Technology, 41 (11), 74, 76, 78.
McEwan, J.A., and Thomson, D.M.H. 1988. An investigation of factors influencing consumer acceptance of chocolate confectionary using the repertory grid method. In D.M.H. Thomson, ed. Food Acceptability. Elsevier Applied Science, London, pp. 347–361.
Novak, J.D., and Gowin, D.B. 1984. Learning How to Learn. Cambridge University Press, Cambridge, MA.
Olson, J.C. 1981. The importance of cognitive processes and existing knowledge structures for understanding food acceptance. In J. Solms and R.L. Hall, eds. Criteria of Food Acceptance. Foster, Zurich, pp. 69–81.
Reynolds, F.D., and Johnson, D. K. 1978. Validity of focus group findings. Journal of Advertising Research, 18 (3), 21–24.
Risvik, E., McEwan, J.A., Colwill, J.S., Rogers, R., and Lyon, D.H. 1994. Projective mapping: a tool for sensory analysis and consumer research. Food Quality and Preference, 5, 263–269.
Stewart, D.W., and Shamdasani, P.N. 1990. Focus Groups: Theory and Practice: Applied Social Research Methods, Series Vol. 20. Sage, Newbury Park, CA.
Stone, H., and Sidel, J.L. 1993. Sensory Evaluation Practices.
Tesch, R. 1990. Qualitative Research: Analysis Types and Software Tools Falmer, Bristol, PA.
Wells, W.D. 1974. Group interviewing. In R. Ferber, ed. Handbook of Marketing Research. McGraw-Hill, New York.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 1999 Springer Science+Business Media New York
About this chapter
Cite this chapter
Lawless, H.T., Heymann, H. (1999). Qualitative Consumer Research Methods. In: Sensory Evaluation of Food. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-7843-7_15
Download citation
DOI: https://doi.org/10.1007/978-1-4615-7843-7_15
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4615-7845-1
Online ISBN: 978-1-4615-7843-7
eBook Packages: Springer Book Archive