Psychographic questionnaires: a comparative review of scales and structures

Abstract

Psychographic Questionnaires: A Comparative Review of Structures and Scales In recent years there has been a growing trend toward integrating psychographic profiles into sensory studies with the aim of more holistically explaining consumer segmentation and preferences. With this shift in approach have come questions on the nature of psychographic scales and the theoretical implications of their structure. Given the plethora of existing psychographic scales in common practice, the purpose of this review is to give a concise overview in the breadth of structures, with the aim of helping sensory researchers identify the most appropriate scale for their needs. The review begins with a critical comparison of the three most common scale classes: Likert, Semantic Differential, and Behavioral Frequency, and their relative advantages and disadvantages. Following that, a review of psychographic questionnaire design highlights differences from sensory practices, drawing attention to sources of response bias in specific design typologies which may reduce data quality in a product design.