The Maximum Company has invented an extra-strength, instant coffee brand to be c

Question

The Maximum Company has invented an extra-strength, instant coffee brand to be called “Max-Caff” and positioned to be stronger tasting than any com­peting brands. Design a taste test experiment that compares Max-Caff to the two leading instant coffee brands to determine which brand consumers con­sider to taste the strongest. Identify the independent and dependent variable(s) in your experiment. Indicate how the experiment is to be conducted, and assess the internal and external validity of your experiment.

Explanation / Answer

Taste test experiment involves comparing Max-Caff with two leading instant coffee brands X and Z.

Two types of designs can be formed –

Here, between subjects test design is not feasible to rate so we will conduct within subject test design. Under this test one subject will taste coffee of all the three brands and give ratings depending upon the taste. Here, the dependent variable is the rating and independent variable is coffee dosage.

Internal validly of experiment –

Subjects had tasted the coffee of all the three brands under same circumstances. There are no chances of any error in their tasting.

Dosage of coffee intake was same in all the three cases. There is no measurement error.

External validity –

Results of test might not be valid for regular coffee consumers in long run. As the subjects were given specific amount of coffee at one time for tasting and rating is given on that basis.

Also, if the place of having coffee would change then it might be able to change the attractiveness of it.

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