Strategies for development of new food products part B

Question 1

what are the two types of product concepts

Answer 1

1-core idea concept

2- positioning concept

Question 2

What is the core idea concept

Answer 2

focuses directly on the product’s benefits

more concrete and short

Question 3

What is the positioning concept

Answer 3

more oriented toward motivation, communicate the main and secondary benefits
why consumer should buy, more emotional
longer

Question 4

what are the two methods to develop a product concept

Answer 4

1- traditional top down method

2- bottom up method

Question 5

what is the top-down method

Answer 5

from the idea to the concept. The idea is fully formed and the pieces of the idea canot be separated from each other

Question 6

what is the bottom down method of developing a product concept

Answer 6

the concept is made by mixing together the components (ideas) into new combinations

Question 7

what is the most popular way of developing concepts from the bottom up

Answer 7

the conjoint analysis

Question 8

what are the ways you can use to screen your concept

Answer 8

• market research methods
• base snapshot
• concept limit the wider potential product range
• concepts describe an impossible to produce prototype

Question 9

what are the two type of market research methods

Answer 9

qualitative and quantitative

Question 10

what can you do to screen for concept idea in a quantitative way

Answer 10

• 5 point scale purchase intent

- 9 point liking scale

Question 11

what can you do to screen for concept idea in a qualitative way

Answer 11

focus groups and one on one interviews

Question 12

What is base snapshot

Answer 12

it is a concept screening platform that allows communicating the concept to users in a survey with standardized questionnaires

Question 13

what are the limitations that you can encounter when making your concepts

Answer 13

1. concept can sound unhappealing (that is why you can make a product prototye)
2. can sound impossible (low carb low fat high fiber etc).

Question 14

what are the 4 sources that the input on our product prototype during the screening can come from

Answer 14

1. internal informal : members or employees
2. internal formal : trained in house group
3. external experts
4. external consumers

Question 15

What is the disadvantage of using internal informal when testing the prototype?

Answer 15

changes of missing the target consumers opinion

Question 16

What is the disadvantage of using internal formal when testing the prototype?

Answer 16

better than the internal informal but risk to missing the target consumers

Question 17

What is the disadvantage of using external experts when testing the prototype?

Answer 17

it can be expensive and time consuming and you don’t have consumer point of view

Question 18

What is the disadvantage of using external consumers when testing the prototype?

Answer 18

it is really expensive and time consuming but yields the most efficient data

Question 19

What is the difference between the internal informal and internal formal tasters

Answer 19

the internal formal are inhouse employees trained to conduct a sensory evaluation properly while the internal formal informal are employees not trained

Question 20

what are the different scales that can be used to describe sensory attributes

Answer 20

1. sensory scale of the intensity (polar coordinate diagram)
2. scale of acceptance
3. JAR scale
4. Image

Question 21

What is the sensory scale of inteisty

Answer 21

one example would be the polar coordinate diagram. You rate 9 attributes from 0 to 7 on the intensity and then you make a spider diagram

Question 22

What is the scale fo acceptance

Answer 22

it is the one that we used in class. There is either 2point, 5point and 9 point hedonic scale. Then you can combine the sensory and liking scales to make a graph.

Question 23

What is the jar scale

Answer 23

the just about right scale. You ask to put a + (too much) 0 (just right) or - (too little) on the perception of different attributes like amount of mushroom, onion flavor, aroma … etc. then you add the answer

Question 24

if you have 2 temperatures and 4 ingredients how much prototype should you do

Answer 24

16

Question 25

what are the two important components of the structure of the experimental design

Answer 25

• treatment structure

- design structure

Question 26

What is the treatment structure?

Answer 26

used to describe the combination (treatments) such as ingredients, formulation parameters or storage conditions

Question 27

what is the design structure

Answer 27

used to arrange all the treatment into different groups

Question 28

What are the two design structures?

Answer 28

1-complete random design (CDR)

2-Randomized complete block design (RCBD)

Question 29

what is the complete random design

Answer 29

everything is done in one day

Question 30

what is the randomized complete block design

Answer 30

separated into two days

Question 31

what are the three experimental design

Answer 31

full factorial design (2^n)
split plot design (3^n)
constrained simplex-lattice mixture

Question 32

what are the three experimental design

Answer 32

full factorial design (2^n)
split plot design or reduced factorial (3^n)
constrained simplex-lattice mixture

Question 33

what is the fomula of the full factorial design

Answer 33

2^n

Question 34

what is the formula of the fractional factorial experiment

Answer 34

2^(n-1)

Question 35

what is the formula of the split plot design or reduced factorial design

Answer 35

3^n

Question 36

what is the formula of the simplex lattice mixture

Answer 36

2^n - 1

Question 37

When do you use the simplex lattice mixture

Answer 37

when a mix of a b and c is equal to 100%

Question 38

what is anova and manova done for?

Answer 38

to know if you formulations are different or not. if the formulation are not different then you can’t test any further.

Question 39

what can DDA be used for ?

Answer 39

the descriptive discriminant analysis (DDA) identify the sensory attributes driving the difference between the formulations

Question 40

What is PDA and LRA used for

Answer 40

logistic regression analysis (LRA) is used to identify the sensory attributes influencing the consumer purchase deicisions or product acceptance

Question 41

What is the mixture response surface (RSM) used for

Answer 41

superimposition of the critical sensory attributes to obtain the optimal formulation range. will give you the sensory attributes. it will give the sensory response to the sensory attributes

Question 42

in the manova you want a low ____ and a high ____ for the sample to be statistically different

Answer 42

low p value (<0.05)

high F value (>1)

Question 43

in manova : if the F value is higher than ___ and the p value is lower than___ we can asume that there is a difference between the different prototypes

Answer 43

F value higher than 1

P-value lower than 0.05

Question 44

why do you want high canonical values

Answer 44

the larger is the canonicol
correction coefficient, the
greater is the contribution
of the respective variable
to descriminate between
the groups.

Question 45

T or F : the DDA can tell you if the consumer liked or not you product

Answer 45

false, it will only tell you the attributes responsible for the differences between the groups

Question 46

In the logistic regression anlaysis you want to have a p value of ____ or lower

Answer 46

0.05

Question 47

In the logistic regression anlaysis you want to have a odds ration of ___ or higher

Answer 47

1

Question 48

What is the information that the RSM give you

Answer 48

1. optimal formulation range
2. gives you the ingredients concentration taht will drive the attribute
3. How changing the concentration ingredient changes the profile of the attribute