PAIRED PREFERENCE TESTS: “50:50” AND “ALTERNATING” NO PREFERENCES

Abstract

ABSTRACT Because the concept of “No Preference” is ambiguous, two types of “No Preference” are defined: a “50:50” No Preference, defined operationally as consumers presented with both products having a 50% chance of choosing either, and an “Alternating” No Preference, where the probability is not 50%. The consumer would be more likely to choose one of the products. However, later, he or she might choose the other product. To investigate this, paired preference tests were performed with and without the “No Preference” option for various products. No discernible trend was noted for consumers who had chosen the “No Preference” option and distributed their votes among the preference options. These consumers and those who changed their preferences were classified according to the “50:50” No Preference and “Alternating” No Preference dichotomy accordingly. PRACTICAL APPLICATIONSBesides the tendency of consumers to report false preferences, paired preference tests have another problem: the concept of “No Preference” is ambiguous. It could mean that consumers liked both products equally and so would always have a 50% chance of choosing either. It could also mean that the probability is not 50% on any one occasion but varies so that one product is chosen on one occasion and the other product on another occasion. To avoid confusing the consumer so as to obtain more valid data, it is important to specify these two meanings of “No Preference.” This study is a first step in that direction and should help consumers understand better the instructions for preference tests.