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EMAC 2020 Regional Conference


So close, yet so far? A methodological investigation of the potential of and optimal sample sizes for the application of napping as rapid sensory method in marketing contexts
(R2020-84947)

Published: September 16, 2020

AUTHORS

Kathrin Heim, 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; Roswitha Enzelberger, Fachhochschule Wr. Neustadt GmbH, Campus Wieselburg; Elisabeth Steiner, Austrian Marketing University of Applied Sciences, Campus Wieselburg der Fachhochschule Wiener Neustadt GmbH; Alexander Höftberger, Fachhochschule Wr. Neustadt GmbH, Campus Wieselburg

KEYWORDS

Napping ; MFA; Sensory marketing

ABSTRACT

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. A napping with 15 yogurt samples (n = 104) for the properties appearance, taste and texture was arranged. For the evaluation of the napping data, random samples were evaluated using MFA and GPA. Tucker´s congruence coefficient (rc) was used to interprete the results. In contrast to current standards recommending sample sizes of 9-15 respondents, our results suggest Napping sample sizes of at least 20, ideally 33 untrained subjects in order to get statistically sound results.