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Marketing Research Study: Cola Taste Test

The case study was:
Assume you are reviewing the research data from a cola taste test. Each participant in the experiment first tasted two ounces of Coca- Cola; then two ounces of Pepsi-Cola; and then two ounces of Sam's Choice Cola. A rating of each cola's flavor was made after each taste using a 10-point scale.

1. Assess whether using a 10-point scale was appropriate for this cola taste test research study.
2. Evaluate possible problems associated with this experimental design.
3. Develop an alternative design for this research study.

Solution Preview

1. In this cola taste test research study, the 10-point scale is not appropriate. What is assigned to each value, and how is each defined? For example, is a 10 "Superior" - with 9 as "Excellent" and other adjectives reflecting a decline as the numbers decrease? How do you explain to consumers exactly what the criteria is for each number on the scale? This system could ...

Solution Summary

The solution is over 250 words and analyzes the use of a 10-point scale when evaluating consumer response to a taste test of cola products from: Pepsi, Sam's Choice and Coca-Cola. The discussion focuses on possible problems associated with the design of the taste test; along with alernatives to gathering consumer data.