MEASUREMENT OF CUSTOMER SATISFACTION THROUGH SENSORY EVALUATION METHODS (Advanced Sensory Evaluation)

Description: The two-day seminar-workshop is expected to provide information on the concepts and uses of sensory evaluation methods as an approach to measurement of customer perceptions about the products or services being studied. Through a scientifically designed score-sheet or survey questionnaire customer level of acceptability and/or preferences can be determined. An approach to determination of specific descriptive terms which identifies product or service characteristics critical to customers will be presented and applied during the workshops. Statistical methods will be utilized in testing of hypothesis and in the analysis and interpretation of data.

Objectives. At the end of the 16-hr seminar/workshop, the participants shall be able to:
  - Learn the importance and uses of sensory evaluation methods in
    determination of customer satisfaction;
  - Utilize selected sensory evaluation approaches in the workshop
    and to see how these actually measure customer acceptability level and
    preferences; and
  - Know how to analyze and interpret sensory assessment results through
    properly designed statistical methods.

Who can benefit from the program. All individuals interested in measurement of customer satisfaction through determination of their level of acceptance or preferences of products or services and who has the desire to identify the features or characteristics of a product or service which are critical to the customers will benefit much from the program.

Methodology. A combination of lecture, discussion, group dynamics and workshops. There will be a pre- and post-tests, as well as participant's performance monitoring for the duration of the program.

Outline
DAY 1
  - Group Dynamics and Course Orientation
  - Sensory Evaluation and Customer Satisfaction Measurement
       * Concepts and Application of Sensory Evaluation Techniques
       * Importance of Customer Satisfaction Measurement
       * Approaches to Customer Satisfaction Measurement
  - Sensory Evaluation Tools for Measurement of Customer Satisfaction
       * Hedonic Rating Scale for Acceptability Tests (level of satisfaction)        
       * Development of a Sensory Language to Describe a Simple Product
       * Product Profiling Techniques and Score-Sheet Development
       * Measurement of Relationships by Correlation and Regression
  - Workshops on:
      * Sensory Evaluation by Hedonic Rating
      * Data Collection and Statistical Analysis of Results of Acceptability
         Tests
      * Development of Scoring and Scaling Capability
      * Presentation of Results and Processing of Outputs

DAY 2
   - Group Dynamics and Identification of Areas for Clarification
   - Lecture-Discussion on:
      * Selection and Training of Sensory Panelists
      * Scoring and Scaling Procedures and Analysis
      * Principles and Tools of Consumer Testing
      * Sample Approaches for Consumer Surveys
      * Statistical Analysis of Results
      * Measurement of Association by Chi-square Test
   - Workshop on:
      * Practice Profiling of Selected Product
      * Quantitative Descriptive Analysis (QDA)
      * Bivariate test and Multi-variate Tests of Hypothesis for Survey
         Results
      * Presentation of Results and Processing of Outputs
  - Closing Program

Duration: 16 hours