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Overview
The authors skillfully present different approaches to the same problem and even different ways to look at the same type of data. If you have ever been stumped by a controversy in product assessment, the design of studies, or the analysis of data, you will find the answer in this book.
Synopsis
Sensory science describes both how the senses work and how to measure them, combining sensory and analytic data for a variety of applications. The authors, drawn from France, Canada, and the US, present their research in a series of essays and responses. Their topics include differences in research and development, sensory science, and marketing research approaches, validity and reliability in research, psychophysics and sensory science methods vs. "real knowledge," quantitative and qualitative issues in consumer testing, and data analysis methodology. They describe techniques such as language development and the use of references in descriptive analysis and the formation of sensory concepts. They also detail the decisions analysts must make in planning projects, such as whether to use an expert panel or a group of consumers in testing. They include an essay on the foundations of sensory science and commentary on the future of related data collection systems. Annotation ©2004 Book News, Inc., Portland, OR