Dear reader,

We are pleased that you are working with the new edition and have now found your way from the book to the additional material provided for chapter 4.

At selected points in the text, the ✚ symbol and a short title refer to the relevant additional material.

Here you will find the list of contributions to Chapter 4 :

• 4-3: Brand check - Sensory evaluation of food and luxury food brands with serious deficiencies in terms of objectivity, reliability and validity

• 4-4: Calculation of the sampling error in random selection

• 4-5: Screening questionnaire for the realisation of a predefined sample

• 4-6: Conception of an interview guide for a qualitative survey

• 4-7: Observation of individual eating behaviour in the „restaurant of the future“

• 4-8: Product positioning: Positioning a smartphone brand in the competitive environment

• 4-9: Testing the preference effect of smoothie properties using choice-based conjoint analysis

• 4-1/7-3: Price research - determining willingness to pay for new products using the Gabor-Granger test

• 4-2: Operationalisation and measurement of the environmental orientation of EU citizens