Chapter 6. Identify What Works by Letting the Competition Do the Work
Published Online: 28 SEP 2009
DOI: 10.1002/9781444319330.ch6
Copyright © 2009 Howard R. Moskowitz, Michele Reisner, John Ben Lawlor, Rosires Deliza
Book Title
Packaging Research in Food Product Design and Development
Additional Information
How to Cite
Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Identify What Works by Letting the Competition Do the Work, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch6
Publication History
- Published Online: 28 SEP 2009
- Published Print: 7 SEP 2009
ISBN Information
Print ISBN: 9780813812229
Online ISBN: 9781444319330
- Summary
- Chapter
Keywords:
- category appraisal—using competitor features as guides;
- margarine packages - perceptions and rating packages on sensory and image characteristics;
- relations between variables;
- package designer and working with information;
- deconstruction and content analysis - deconstructing product set into physical variables;
- content analysis and up-front work;
- letting stepwise multiple regression analysis;
- reading results of modeling;
- additive constant corresponding to expected value of rating;
- competitive frame of packages
Summary
This chapter contains sections titled:
Introduction
Category Appraisal—Using the Competitor Features as Guides
So, Where Do We Now Travel on Our Voyage of Discovery?
Deconstruction and Content Analysis
Letting Stepwise Multiple Regression Analysis “Automatically” Uncover “What's Working”
What Variables Do We Select, and Why Can't We Use All the Elements as Predictors?
A Better, Broader Picture—Changing Reference Features and Using the Models
Summing Up
References
Further Reading