4. From Questions and Scales to Respondents and Field Execution

  1. Howard R. Moskowitz Ph.D. President1,
  2. Sebastiano Porretta Ph.D.2 and
  3. Matthias Silcher M.A.3

Published Online: 28 JAN 2008

DOI: 10.1002/9780470290132.ch4

Concept Research in Food Product Design and Development

Concept Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Porretta, S. and Silcher, M. (2005) From Questions and Scales to Respondents and Field Execution, in Concept Research in Food Product Design and Development, Blackwell Publishing, Oxford, UK. doi: 10.1002/9780470290132.ch4

Author Information

  1. 1

    Moskowitz Jacobs Inc., White Plains, New York, USA

  2. 2

    Experimental Station for the Food Preservation Industry Parma, Italy

  3. 3

    Moskowitz Jacobs Inc.

Publication History

  1. Published Online: 28 JAN 2008
  2. Published Print: 10 FEB 2005

ISBN Information

Print ISBN: 9780813824246

Online ISBN: 9780470290132

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Keywords:

  • field execution;
  • advertising agency;
  • statistical analysis;
  • philosophical issues;
  • unanchored scales

Summary

This chapter contains sections titled:

  • Introduction

  • Up-front Issues

  • Field (Test Execution)Issues

  • Specific Observations and Issues

  • Criteria for Selecting Respondents

  • Execution Venues and Their Issues

  • Overview