The item-by-use (IBU) method for measuring perceived situational appropriateness: A methodological characterisation using CATA questions

Abstract

Contextual factors influence consumers’ food choice and consumption decisions. The measurement of perceived situational appropriateness provides information on these influences and is easily implemented in product test situations, especially when done using the item-by-use (IBU) method. The research presents a methodological characterisation of the IBU approach when implemented as check-all-that-apply (CATA) questions. Across 14 consumer studies (33–206 people per study), four research questions (RQ) were addressed. It was found that: 1) Co-elicitation of IBU responses did not bias hedonic responses, and hedonic responses were not modulated by the type of IBU terms used (descriptive vs. emotive) (RQ1); 2) IBU responses may be modulated by co-elicitation with hedonic responses, but not by sample set composition (RQ2); 3) IBU responses were repeatable following assessments of within- and between-study responses (RQ3); and 4) For sample sizes typical in product testing research with consumers (100+), IBU responses are likely to be stable, and if differences between samples are large, they may be stable when obtained from fewer people (30+) (RQ4). An underpinning assumption of the research, that IBU responses provide product insights beyond hedonic responses (RA1) was also empirically confirmed. In summary, the findings from the present research supports the use of the CATA questions to obtain IBU sample characterisations and enhance product testing.