Effect of question order on sensory perception and preference in central location trials

In the running of consumer studies aimed at obtaining information about products and services, it has become increasingly popular to include some sensory type questions about the characteristics of the test product as well as the standard question about overall preference. The implications of this for the resultant data are complex, and as Sudman and Schwarz (1989) point out question order effects have been implicated as one of the major causes of unreplicated or unexpected findings in survey research. This study aims to establish the effect of question order on overall preference scores and sensory scores in consumer studies. Results indicate that there is a significant effect of asking sensory questions on overall preference ratings and the position of the preference questions (relative to the sensory questions) also has implications for overall ratings of preference.