Filter Ventilation and Design
PRODUCT TESTING SHORT COURSE
Abstract
Presents short course in Product Testing, using a flavor substitution case history.
Fields
- Type
- Manual
- Company
- Philip Morris
- Author
- Eby, L.C.
- Ennis, D.M.
- Tindall, J.E.
- Named Person
- Ennis, D.M.
- Tindall, J.E.
- Patrick, J.
- Named Organization
- Market Research MSA Cigarette Audit
- Maxwell Reports
- Oppenheimer Reports
- Product Opinion Lab
- Royal College of Physicians + Surgeons
- PM USA
- Brand
- Merit 85mm
- Marlboro 85mm
- B&H Lights 100mm
- Kool
- Thesaurus Term
- Statistics
- Research Methods
- Product Development
- Flavor
- Quality Control
Document Images
PRODUCT TESTING
SHORT CUURSE'
PRODUCT TESTING
SHORT COURSE
DANIEL M. ENNIS
JOHN E. TINDALL
LISA C. EBY
PRODUCT EVALUATION DIVISION'
R&D DEPARTMENT
PHILIP MORRIS USA
RICHMOND, VA 23113
JANUARY 23 - 24, 1984
RICHMOND, VIRGINIA
PREFACE
In preparing for this short course in Product Testing, there
were two considerations. First, we intended to make sure
that basic principles and traditional forms of product
testing and analysis were covered~. Second, we felt that it
was important to communicate our latest thinking on how
product testing should be conducted which involves some new,
less tried concepts. Research in the Product Evaluation
Division, Research and Development Department in Richmond
proceeds continually and so our knowledge of this subject
continues to expand, creating new outlooks and new
methodology. In this course we hope to provide both the
backbone of our testing system and the general direction in
which our thinking is headed for the future.
MEASUREMENT, DIFFERENCE DETECTION,
FLAVOR SUBSTITUTION CASE HISTORY
PRODUCT TESTING
In some organizations, the objective may be to supply
a specific product at a constant quality level. In
others, cost savings may be important while still
maintaining a high quality level. In others, such as
the US, continued development of new products and even
new segment creation may be necessary to preserve a
competitive edge. Often there is the need for a
system which can handle many different types of
problems:
Quality Maintenance
Alternative Substitution
Product Improvement
Product Development
Process Development
Distinctive Product Development
DEVELOPMENT/MARKETING PROBLEMS
Substitutions
Improvements
Extensions
New Products
Distinctive Products
ROLE OF PRODUCT TESTING IN
THE Q.C./DEQELOPMENT SYSTEM
A. Can a blend/flavor/process change be made?
B. Is a particular modification an improvement?
C. What constitutes an "acceptable" product?
D. Should a certain product be introduced as a
new brand?
E. Will a new product cannibalize the parent or
attract new consumers?
F. What product attributes should be optimized
and how?
G. What advantages are offered~by a new
technology to consumers?
LIM]LTATIONS OF PRODUCT TESTING
A. A product test is an experiment subject to Type I
and Type II errors
B. As a modelling device for consumer behavior, it
may not be accurate because of other variables
C. May experience significant sampling inconsistencies
D. Product variablility may limit the usefulness of
internal testing and single stick testing generally
E. Product actually tested may not be identical to
product really consumed in the marketplace
TYPES OF MEASUREMENT
A. Nominal
B. Ordinal
C. Interval
D. Ratio
NOMINAL
Features:
No assumptions regarding the relationship: between
categories other than that they are not equal to each
other
Exanple :
Open ended questions
Analysis:
Post Hoc development of categories
Counts[Category
Frequency, 7, and Mode
Problems with open ends:
Different judges contribute different amounts of
information
Certain types of judges may use open ends
Meaning of words
Classification of comments errors
Misused as a quantitative tool
Advantages:
Helps to identify descriptive terms
Uncover new areas of inquiry
Qualitative tool to help design future quantitative
work
