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Flavour plays a key role in the market acceptance of all food and beverage products, and especially in the market acceptance of beer. This paper describes a program of research being undertaken by a major international brewer to develop an integrated...
Farrell, Halls and Whitmore (1983a, June 15). Towards an integrated set of models for describing consumer preferences and for supporting marketing decisions for beer products. ANA - ESOMAR. Retrieved December 11, 2023, from
Because of the qualitative nature of group discussions, they are often the subject of debate centering around two major issues. First to what extent are the results generalizable to the real world (external validity) and second what effect do certain...