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EMAC 2020 Annual Conference


So close, yet so far?
(A2020-64793)

Published: May 27, 2020

AUTHORS

Roswitha Steiner, Austrian Marketing University of Applied Sciences, Campus Wieselburg der Fachhochschule Wiener Neustadt GmbH; Robert Fina, Austrian Marketing University of Applied Sciences, Campus Wieselburg der Fachhochschule Wiener Neustadt GmbH; Kathrin Heim, Austrian Marketing University of Applied Sciences, Campus Wieselburg der Fachhochschule Wiener Neustadt GmbH; Elisabeth Steiner, Austrian Marketing University of Applied Sciences, Campus Wieselburg der Fachhochschule Wiener Neustadt GmbH

KEYWORDS

Napping; MFA; sensory marketing

ABSTRACT

Despite of the recent bridge building between consumer and sensory science, methods applied in sensory science haven`t yet attracted the attention of marketers. This holds particularly true for rapid sensory methods, whose application offers manifold benefits for marketing research. Napping aims at producing sensory maps by arranging products in two-dimensional spaces according to their sensory differences and similarities, providing information about perceived sensory characteristics of products and their relevance for consumers. So far no empirical work critically investigates methodological issues of Napping. This paper introduces a large-scale Napping study, serving the purpose of identifying the optimal sample size for a scientific employment of Napping in marketing contexts. In contrast to current standards recommending sample sizes of 9-15 respondents, our results suggest Napping sample sizes of ideally over 30 respondents in order to get statistically sound results.