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Supporting Numerical Superiority Claims

Taught by Dr. Daniel Ennis and Dr. Benoît Rousseau



Numerical superiority claims such as “2 out of 3” or “3 out of 5 people prefer…” are powerful and commonly used to promote products. Sometimes these claims involve performance numbers based simply on the actual results of the experiments. These cases raise a number of issues in using sample data to support advertising claims. One issue is whether it is justified to report sample data results in a claim where clearly the advertiser does not wish to limit the message to particular consumers tested on a particular occasion. A second issue is whether there should be consistency in the application of statistical principles to superiority tests that are not numerical and those that are. In this webinar we discuss these issues from practical and theoretical viewpoints.

This webinar is intended for a general audience of sensory professionals and graduate students. No detailed technical knowledge is assumed.

A digital recording of this webinar is available for purchase ($289).

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