Comparing Four Question Formats in Five Languages for On-Line Consumer Surveys

Area of Science:

• Consumer Behavior Research
• Food Science and Technology
• Survey Methodology

Background:

• Consumer attitudes and perceptions are crucial for food product development.
• Existing survey formats like Check-All-That-Apply (CATA), Check-All-Statements (CAS), Rate-All-That-Apply (RATA), and Rate-All-Statements (RAS) have been used, but their impact on data can vary.
• Understanding these variations is key to accurate interpretation and decision-making.

Purpose of the Study:

• To compare the data distribution and outcomes of four distinct survey question formats: CATA, CAS, RATA, and RAS.
• To evaluate how different question formats influence the collection of consumer eating motivations.
• To provide guidance for researchers designing consumer studies.

Main Methods:

• A modified Eating Motivation Survey (EMS) was employed to assess consumer motivations for five food items.
• Each of the four question formats was translated into local languages (Portuguese, Mandarin Chinese, Hindi/English, Spanish, English).
• Respondents (N=200 per country per format) from Brazil, China, India, Spain, and the USA were randomly assigned to a format.

Main Results:

• The study will elucidate the differences and similarities in data distribution across the four tested question formats.
• Findings are expected to reveal how each format captures consumer eating motivations.
• Cross-cultural data on format performance will be presented.

Conclusions:

• The comparative analysis of CATA, CAS, RATA, and RAS formats will offer valuable insights into their respective strengths and weaknesses.
• Results will inform best practices for selecting survey question formats in consumer research.
• This research aims to enhance the reliability and validity of consumer insights in food product development and marketing.