1.1 本指南涵盖了在无标号、两个样本的产品测试中使用每种方法时的验收和偏好措施。每个测量、验收和偏好可以单独使用，也可以在单个测试中一起使用，也可以按时间分隔。本指南涵盖了如何仅基于感官属性而非品牌、定位、图像、包装、定价、情感文化反应或产品的其他非感官方面建立产品的享乐或选择状态。将涵盖最常用的接受度和偏好测量，即通过九点享乐量表测量的总体产品喜好度和通过选择测量的偏好，两种选择强制选择或具有“无偏好”选项的两种选择。 1.2 衡量产品的享乐性（总体喜好或可接受性）或选择状态（偏好选择）的三个最大挑战是确定有多少受访者以及受访者样本中包括哪些人，设置提问序列，并解释数据以做出产品决策。 1.3 本指南涵盖: 1.3.1 每种测量的定义， 1.3.2 讨论每种方法的优缺点， 1.3.3 何时使用， 1.3.4 测试执行中的实际考虑， 1.3.5 与每个相关的风险， 1.3.6 在同一测试中使用时两者之间的关系，以及 1.3.7 产品决策结果的建议解释。 1.4 本指南的目标受众是感官消费者专业人士或营销研究专业人士（“研究人员”），他们正在设计、执行和解释产品测试的数据，包括接受度或选择度，或两者兼而有之。 1.5 本指南仅涵盖两个样品产品测试。然而，本指南中提出的问题和推荐做法通常也适用于多样本测试。执行策略的详细涵盖范围、量表的可选类型、数据分析的各种方法以及对这些措施的可靠性和有效性的广泛讨论都不在本指南的范围内。 1.6 单位- 以国际单位制表示的数值应视为标准。本标准不包括其他计量单位。 1.7 本标准并非旨在解决与其使用相关的所有安全问题（如有）。本标准的用户有责任在使用前制定适当的安全和健康实践，并确定监管限制的适用性。 ====意义和用途====== 5.1 接受度和偏好是消费者产品测试中的关键衡量标准，因为无论是将新产品理念开发成可测试的原型，还是评估现有产品的潜在改进、成本降低或其他商业原因。产品开发过程的主要目标通常是，在确定的目标消费者群体中，开发总体上更受欢迎的产品，或与标准或竞争对手相比平均更受欢迎的产品。 因此，与其他原型或潜在产品、标准产品或市场上的其他产品相比，有必要测试消费者对产品或原型的可接受性或偏好。研究人员在其利益相关者的投入下，有责任选择适当的比较产品和缩放或测试方法进行评估。如果是新产品，可能有也可能没有相关产品可供比较。在这种情况下，可以使用基准分数或评级来确定可接受性。目标消费者可以接受的产品或原型是符合最低喜好标准的产品或原型，在所有其他因素相同的情况下，消费者在市场上选择优于现有产品的产品的可能性比选择不太喜欢的产品的可能性更大。 5.2 在开发周期的所有阶段，管理决策风险的接受和偏好措施的外部有效性（研究结果可以推广的程度）取决于研究者将响应样本的结果推广到整个目标人群的能力。 这取决于受访者的样本和测试的构建方式。在单个测试的背景下，接受度度量从数量上告诉两个样本的相对享乐状态，以及每个样本在享乐连续体上的位置，即“不喜欢”、“中立”或“喜欢”相比之下，偏好测量反映了特定受访者群体中两个样本的相对选择状态。这些测量的结果可能也将因测试而异，具体取决于参与每个测试的受访者的数量和类型、两个样本之间感官差异的大小和性质、执行测试的方法以及测试中存在的任何错误。研究人员负责识别、控制、测量和跟踪可能影响整个测试结果的变量（例如，生产位置、样品年龄和储存条件）。 5.3 虽然接受度和偏好的测量都是对产品的主观反应，并且可能有一定的相关性，但它们提供了不同的信息。一种产品可能是“可接受的”，但与其他替代品相比，消费者仍然不喜欢，相反，一种产品可能比另一种产品更受欢迎，但仍然不被消费者接受。因此，这两个术语不应互换使用。当使用带有多点选项的两极享乐量表时，研究人员应特别提及“喜欢”、“接受”或“享乐评分”当使用偏好测量时，研究人员应提及“偏好”、“产品选择”或“选择”研究专业人士自己应该准确地使用“接受”和“喜欢”这两个术语，仅指喜欢的程度。这些研究人员应该使用“偏好”和“选择”来指代两个（“偏好A”或“偏好B”）或三个- 偏好测试中给出的选项（“首选A”或“首选B”或“无偏好”）响应选项。除了具有不同的含义外，这两个指标也并不总是提供相似的结果。本指南将涵盖各自提供的信息的相似性和差异性、关于实施的一些指导原则以及结果的解释。因此，本指南将使用户在规划、设计、实施和解释消费者接受和偏好测试结果时，了解手头的问题。 5.4 虽然这两种衡量标准通常用于为产品开发决策和评估产品的竞争状态提供信息，但重要的是要记住，定价、定位、竞争选项、产品可用性和其他市场因素也会影响产品的成功。

1.1 This guide covers acceptance and preference measures when each is used in an unbranded, two-sample, product test. Each measure, acceptance, and preference, may be used alone or together in a single test or separated by time. This guide covers how to establish a product’s hedonic or choice status based on sensory attributes alone, rather than brand, positioning, imagery, packaging, pricing, emotional-cultural responses, or other nonsensory aspects of the product. The most commonly used measures of acceptance and preference will be covered, that is, product liking overall as measured by the nine-point hedonic scale and preference measured by choice, either two-alternative forced choice or two-alternative with a “no preference” option. 1.2 Three of the biggest challenges in measuring a product’s hedonic (overall liking or acceptability) or choice status (preference selection) are determining how many respondents and who to include in the respondent sample, setting up the questioning sequence, and interpreting the data to make product decisions. 1.3 This guide covers: 1.3.1 Definition of each type of measure, 1.3.2 Discussion of the advantages and disadvantages of each, 1.3.3 When to use each, 1.3.4 Practical considerations in test execution, 1.3.5 Risks associated with each, 1.3.6 Relationship between the two when administered in the same test, and 1.3.7 Recommended interpretations of results for product decisions. 1.4 The intended audience for this guide is the sensory consumer professional or marketing research professional (“the researcher”) who is designing, executing, and interpreting data from product tests with acceptance or choice measures, or both. 1.5 Only two-sample product tests will be covered in this guide. However, the issues and recommended practices raised in this guide often apply to multi-sample tests as well. Detailed coverage of execution tactics, optional types of scales, various approaches to data analysis, and extensive discussions of the reliability and validity of these measures are all outside of the scope of this guide. 1.6 Units— The values stated in SI units are to be regarded as the standard. No other units of measurement are included in this standard. 1.7 This standard does not purport to address all of the safety concerns, if any, associated with its use. It is the responsibility of the user of this standard to establish appropriate safety and health practices and determine the applicability of regulatory limitations prior to use. ====== Significance And Use ====== 5.1 Acceptance and preference are the key measurements taken in consumer product testing as either a new product idea is developed into testable prototypes or existing products are evaluated for potential improvements, cost reductions, or other business reasons. Developing products that are preferred overall, or liked as well as, or better, on average, compared to a standard or a competitor, among a defined target consumer group, is usually the main goal of the product development process. Thus, it is necessary to test the consumer acceptability or the preference of a product or prototype compared to other prototypes or potential products, a standard product, or other products in the market. The researcher, with input from her/his stakeholders, has the responsibility to choose appropriate comparison products and scaling or test methods to evaluate them. In the case of a new-to-the-world product, there may or may not be a relevant product for comparison. In this case, a benchmark score or rating may be used to determine acceptability. A product or prototype that is acceptable to the target consumer is one that meets a minimum criterion for liking, and a product that is preferred over an existing product has the potential to be chosen more often than the less-preferred product by the consumer in the marketplace, when all other factors are equal. 5.2 The external validity (the extent to which the results of a study can be generalized) of both acceptance and preference measures to manage decision risk at all stages of the development cycle is dependent on the ability of the researcher to generalize the results from the respondent sample to the target population at large. This depends both upon the sample of respondents and the way the test is constructed. Within the context of a single test, acceptance measures tell the relative hedonic status of the two samples, quantitatively, as well as where on the hedonic continuum each of the samples falls, that is, “disliked,” “neutral,” or “liked.” In contrast, preference measures tell the relative choice status of two samples within a specific respondent group. Results from these measures can and will vary from test to test depending on the number and type of respondents serving in each test, the size and nature of the sensory differences between the two samples, the method of executing the test, and any error present in the test. The identification, control, measurement, and tracking of variables that may influence results across tests (for example, production location, sample age, and storage conditions) are the responsibility of the researcher. 5.3 While measures of acceptance and preference are both subjective responses to products, and can be somewhat related, they provide different information. A product may be “acceptable” but still not be preferred by the consumer over other alternatives, and conversely, a product may be preferred over another but still not be acceptable to the consumer. These two terms, therefore, should not be used interchangeably. When a bipolar hedonic scale with multipoint options is used, the researcher should specifically refer to “liking,” “acceptance,” or “hedonic ratings.” When preference measures are used, the researcher should refer to, “preference,” “product selection,” or “choice.” Research professionals themselves should be precise in their usage of the terms “acceptance” and “liking,” to refer only to scaling of liking. These researchers should use the terms “preference” and “choice” to refer to two (“Prefer A” or “Prefer B”) or three-choice (“Prefer A” or “Prefer B” or “No Preference”) response options given in a preference test. In addition to having different meanings, the two measures also do not always provide similar results. This guide will cover the similarities and differences in information each provides, some guidelines around implementation, and interpretation of findings. This guide will thus give users an understanding of the issues at hand when planning, designing, implementing, and interpreting results from acceptance and preference tests with consumers. 5.4 While both measures are commonly used to provide information for product development decisions and evaluating a product’s competitive status, it is important to remember that pricing, positioning, competitive options, product availability, and other marketplace factors also impact a product’s success.