IndexMethodologyChocolate Chip Consumption Preferences and HistoryTaste CharacteristicsImportance RatingsHypothesisMethodParticipantsMaterialsResultsDescriptive StatisticsTaste CharacteristicsImportance RatingsDiscussionDescriptive StatisticsTaste CharacteristicsImportance RatingsStrengths and LimitationsFuture ResearchSummaryThe present study attempted Of determine which commercial brand of chocolate chips, Kroger or Nestle, was preferred. Two hundred and nine participants from Ball State University were included in the study. The experiment was double-blind and counterbalanced. Participants completed a survey, rated each chip on six flavor characteristics, rated the importance of the taste characteristics, and provided consumption history, frequency, and demographics. The results indicated that participants preferred Nestlé to Kroger. Participants identified Nestlé and Kroger's taste characteristics of flavor, aftertaste, and texture as the most important taste characteristics. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The purpose of this study is to determine the preference between two brands of commercially available chocolate chips. This study will evaluate three main areas to correctly identify preferences. First, the study will establish the history of chocolate chip consumption. Next, it will look at the differences between chocolate chip brands in terms of flavor characteristics. And finally, it will examine differences in importance regarding taste characteristics and state hypotheses. Methodology Counterbalancing and double-blind methodologies are strategies for reducing error in empirical research. The use of counterbalancing means that all possible permutations of the variables are included. For taste tests, this meant that one group of participants tasted Product A before tasting Product B, and another group tasted Product B before Product A. Counterbalancing ensures that initial biases against one of the products do not affect on the evaluation of the second product. An experiment tested the effectiveness of a computerized study guide in improving academic performance. Counterbalancing was used in classes that were administered the study guides (Flora & Logan, 1996). Goldberg, Lerner, and Tetlock (1999) examined the influence of experimentally triggered anger on attributions of responsibility. Questions were counterbalanced across participants in questionnaires following a video. The order of receipt of the questionnaire and open-ended questions was also counterbalanced across participants. This was done to ensure that respondents were unbiased depending on the order in which the questions were asked. Double-blind procedures require that both the participant and the researcher are unaware of which product is which. Participants and the researcher are equally unaware of the identity of Product A and Product B until the research is concluded. This process prevents preconceived notions about products from influencing research through biases, opinions and past experiences. Agras, Dorian, Kirkley, and Bachman (1987) administered a placebo and imipramine hydrochloride to respective groups of bulimia treatment participants. A double-blind procedure prevented both the researcher and participants from knowing who was given the active drug or the placebo to reduce bias. Another experiment administered olanzapine and aplacebo in participants with acute bipolar mania (Tohen et al., 2000). Double blinding was used so that participants and researchers did not know who was in the control and experimental groups. Three previous studies testing the taste of chocolate chips were examined; all three used counterbalancing and double-blind methodologies (Burgan & Koch, 2009; Thatcher, 2008; Woroszylo, 2012). All three are recruited on a voluntary basis and do not offer incentives. These studies examined the importance of five taste characteristics (flavor, texture, aftertaste, appearance, and odor) and measured each type of chocolate chip based on those characteristics. An overall rating was also recorded for each chocolate chip. Measurements were performed using 5-point Likert scales. Likert scales for taste characteristics varied between studies. Burgan and Koch labeled 1 = disgusting and 5 = delicious, Thatcher labeled 1 = unpleasant and 5 = excellent, and Woszylo labeled 1 = terrible and 5 = very good. Likert scales relating to the importance of the taste test also varied between studies. Burgan and Koch labeled 1 = not important and 5 = important, Thatcher labeled 1 = very low importance and 5 = very high importance, and Woroszylo labeled 1 = not important and 5 = important. Variations in Likert scale wording between studies pose a strong limitation to effectively comparing their results. Burgan and Koch (2009), Thatcher and Woroszylo (2012) used different terms to measure the frequency with which participants consumed chocolate chips. Burgan and Koch reported that most participants sometimes consumed chocolate chips; Thatcher reported that chocolate chips were consumed most frequently, while Woroszylo reported that the majority of consumption was 1–3 times per month. Different frequency measurements will limit the ability to compare the results of these studies. All studies followed the same general procedures and had relatively similar sample sizes (Burgan & Koch, 2009; Thatcher, 2008; Woroszylo, 2012). One exception concerned the procedures used by Woroszylo. Thatcher, Burgan, and Koch asked participants to drink a drink of lemon-lime soda before and after consuming chocolate chips. Worosyzlo asked participants to take a sip of water before and after drinking and to use a plastic spoon. This difference between water and soda may have influenced the results because the taste characteristics of water may have influenced participants' responses to the taste characteristics of chocolate chips differently than lemon-lime soda. Another important difference between the studies was the type of chocolate chips used. Burgan and Koch compared Hershey to Nestlé, Thatcher compared Hershey to Kroger, and Woroszylo compared Nestlé to Hershey. These differences prevent direct comparison of results. Preferences and history of chocolate chip consumption Burgan and Koch (2009) found that Nestlé chocolate chips were preferred over Hershey's. Additionally, Burgan and Koch found a significant association between preferred chocolate chips and typically consumed chocolate chips, revealing that those who typically consumed Kraft and Hershey were more likely than likely to routinely consume Nestlé. Burgan and Koch found the only significant association between ethnicity and potato chip preference of the three studies, finding that blacks were more likely than by chance to prefer Nestlé and Hispanics were more likely than by chance to prefer Hershey. Thatcher (2008) found that participantsthey preferred Hershey to Kroger. A significant association between preferred chips and the type of chocolate chips normally consumed, those who preferred Hershey's were more likely than likely to normally consume sweet chocolate chips. Those who preferred Kroger were more likely to consume dark chocolate chips on a regular basis. Woroszylo (2012) found that participants preferred Hershey to Nestlé. A significant association between preferred chocolate chips and the type of chocolate chips normally consumed, participants who preferred Hershey's were more likely than likely to normally consume dark chocolate chips. These contrasted findings with Thatcher, who found that those who preferred Hershey's were more likely than random to normally consume sweet chocolate chips. Taste characteristics Burgan and Koch (2009) found no significant differences for the six taste characteristics between Hershey and Nestlé. Thatcher (2008) found higher scores on all taste characteristics for Hershey compared to Kroger. Woroszylo (2012) found that Nestlé was rated significantly higher than Hershey in both overall rating and flavor. This finding conflicts with Burgan and Koch who reported no significant differences between Hershey and Nestlé. All the results taken together indicate that Kroger has the least appeal among all three. Importance ratings Burgan and Koch (2009), Thatcher (2008), and Woroszylo (2012) looked for significant differences between texture, odor, aftertaste, and flavor. Burgan and Koch found that importance ratings differ significantly except for consistency and appearance. Woroszylo reported significant differences between all importance ratings except odor and texture. All three studies reported that flavor and aftertaste were the most important characteristics, while odor and texture were the least important characteristics. Hypothesis The current study predicts that Nestlé is the most commonly consumed chocolate chip brand and dark chocolate is the most commonly consumed brand. worn kind of chocolate chips. Flavor is the most important taste characteristic, while odor is the least important. The current study expects to find no significant differences between gender, ethnicity, age, taste characteristics, consumption or type of preferred chocolate chips. Method Participants Of the 209 participants, the average age was 23.25 years, 62.2% were female, and the majority of participants were Caucasian. Participants were recruited without incentive using a convenience sample of individuals passing through the hallway of the North Quad Building at Ball State University. Awareness of the experiment was gained through flyers and word of mouth. Materials Two types of commercially available chocolate chip brands, Chip A and Chip B, were compared. Spoons, bowls, and cups were used, and water was used as a palette cleanser. Participants were provided with informed consent describing the ingredients. Chocolate chip comparison survey. Participants were administered a survey that assessed taste characteristics (appearance, odor, texture, flavor, aftertaste, and overall rating), the importance of each taste characteristic (appearance, odor, texture, flavor, and aftertaste), and demographic data (age, gender, status and race). The survey also included familiarity with chocolate chips, the type of brand typically consumed, and preferred flavor with the chocolate chips tested. The present study measured taste characteristics on a 5-point Likert scale (1 = very unsatisfactory and 5 =very satisfactory). The importance of taste characteristics will also be measured on a 5-point Likert scale (1 = not at all important and 5 = very important). Procedures Data collection took place at tables on the lower level of the North Quad building in Ball State University. As individuals transitioned, they voluntarily participated in a taste test and a counterbalanced double-blind survey. One brand of chocolate chips was labeled A and the other was labeled B. Each participant was given an informed consent including a list of ingredients and asked to indicate any existing allergies. Those with odd identification numbers will be given chocolate chip A first, followed by chocolate chip B. Those with even identification numbers will be counterbalanced with odd identification numbers, given chocolate chip brand B and then brand of chocolate chips A. After being instructed to remove the gum or candy and take a sip of cleansing water, participants then used a plastic spoon to taste Chip B. Participants were then asked to complete the first section of the survey. Afterward, participants took another sip of cleansing water, tasted Chip B, completed the remainder of the survey, and were thanked for their time. Results Descriptive Statistics Participants preferred Nestlé (52.46%) to Kroger (42.65) and 4.90% had no preference. Over two-thirds (77.00%) of participants indicated that they normally consume semi-sweet chocolate chips, 13.00% indicated that they normally consume dark chocolate chips, and 7.50% indicated other. Participants indicated that they normally consume Nestlé (44.61%), followed by Hershey (33.32%), Ghirardelli (7.83%), Other (7.36%), Private Selection (0.99%), Kraft (0.50%) and Psst (0.50%). Almost a fifth (18.76%) of participants said they rarely/never consume chocolate chips. Exactly half (50.00%) of the participants indicated that they consumed chocolate chips 1-3 times a month, 21.16% at least once a week, 8.17% 2-4 times a week and '1.92% 5 or more times a week. Chi-square analysis indicated a significant association between chip preference and gender, c2 (2, N = 203) = 7.40, p < .05. Males were more likely than random to prefer Kroger. The chi-square analysis indicated no significance between the brand normally consumed and the type normally consumed. Our independent samples t-test indicated that females (M = 4.08, SD = 0.82) rated plot importance significantly higher than males (M = 3.58, SD = 1, 1), t (203) = 3.71, p < 0.001. To examine means, standard deviations, and other t-test information for important sex differences, see Table One. = 3.75, SD = 0.86) t(2.08) = 6.32, p < 0.001 To examine other important differences see table two. Significance Ratings A repeated measures analysis of variance indicated a significant F relationship, F (4, 816) =. 164.30, p < 0.001. All pairwise comparisons were significantly different from each other. For other important differences see Figure 1. Discussion The purpose of the study was to determine the preference between two types of commercially available chocolate chips. The first hypothesis was that dark chocolate would be the most commonly consumed chocolate chip. The second hypothesis was that flavor would be the most important taste characteristic. The third hypothesis was that there would be no significant differences between gender, ethnicity, age, taste characteristics, consumption or type of preferred chocolate chips. Descriptive Statistics This study found that Nestlé is.