554 Novel food packaging techniques techniques follow very structured procedures with a predefined order and form of questions; others allow an interviewees responses to delineate how to continue as long as the relevant topics are discussed. The type of interview is typically selected on the basis of research questions. Packaging issues are rarely sensitive issues and are therefore easy to talk about. Often in this type of stud either semi-structured or structured interviews have been used Qualitative interviews are used when we want know how respondents think about packaging and we do not have enough previous knowledge about what the possible responses can be. The approach is suitable for examining more complex issues as participants are not restricted in predefined response alternatives. Data analysis with a qualitative approach tends to be time consuming and the researcher has to be very skilful in analysing transcripts of focus group If we want to quantify responses the interviews are typically carried out with structured outlines and sometime the possible response alternatives are preselected. The advantage of carrying out an interview survey rather than a questionnaire is that interviewees can ask for explanations if they do not understand questions and also interviewers can ask for elaboration if the responses contain ambiguous expressions. With novel packaging solutions, using interviews enables a demonstration of what these absorbers and indicators are like when they are attached to the food package 26.3.3 Questionnaires Questionnaires offer a relatively inexpensive method to study what people think about an issue on average. a questionnaire approach can be selected if we know well enough what the possible response alternatives are that consumers are likely to give or we have an explicit predefined question. With appropriate sampling techniques the respondents can be selected to fulfil certain predefined criteria. Typically respondents are selected based on their socio-demographic background(sex, age, education, profession) or based on their consumption or buying habits. Often food-related studies are targeted on those who typically use the product or questions are asked of those who have the main responsibility for food choice in their own household. Due to the latter criterion, the majority of the food or packaging related studies have had mostly female respondents(Anon, 1991; Korhonen et al., 1999, Mikkola et a1,1997) The limitation of questionnaires in packaging related research is that items in a questionnaire should refer to familiar things. If consumers are asked opinions about themes they are not familiar with, the reliability and validity of these responses may not be very good. There are several textbooks describing how to construct a questionnaire and ask factual and attitudinal questions, but the basic rule is that the questions should be easily comprehensible and provide alternatives that mers can relate totechniques follow very structured procedures with a predefined order and form of questions; others allow an interviewee’s responses to delineate how to continue as long as the relevant topics are discussed. The type of interview is typically selected on the basis of research questions. Packaging issues are rarely sensitive issues and are therefore easy to talk about. Often in this type of study either semi-structured or structured interviews have been used. Qualitative interviews are used when we want know how respondents think about packaging and we do not have enough previous knowledge about what the possible responses can be. The approach is suitable for examining more complex issues as participants are not restricted in predefined response alternatives. Data analysis with a qualitative approach tends to be time consuming and the researcher has to be very skilful in analysing transcripts of focus group discussions. If we want to quantify responses the interviews are typically carried out with structured outlines and sometime the possible response alternatives are preselected. The advantage of carrying out an interview survey rather than a questionnaire is that interviewees can ask for explanations if they do not understand questions and also interviewers can ask for elaboration if the responses contain ambiguous expressions. With novel packaging solutions, using interviews enables a demonstration of what these absorbers and indicators are like when they are attached to the food package. 26.3.3 Questionnaires Questionnaires offer a relatively inexpensive method to study what people think about an issue on average. A questionnaire approach can be selected if we know well enough what the possible response alternatives are that consumers are likely to give or we have an explicit predefined question. With appropriate sampling techniques the respondents can be selected to fulfil certain predefined criteria. Typically respondents are selected based on their socio-demographic background (sex, age, education, profession) or based on their consumption or buying habits. Often food-related studies are targeted on those who typically use the product or questions are asked of those who have the main responsibility for food choice in their own household. Due to the latter criterion, the majority of the food or packaging related studies have had mostly female respondents (Anon., 1991; Korhonen et al., 1999; Mikkola et al., 1997). The limitation of questionnaires in packaging related research is that items in a questionnaire should refer to familiar things. If consumers are asked opinions about themes they are not familiar with, the reliability and validity of these responses may not be very good. There are several textbooks describing how to construct a questionnaire and ask factual and attitudinal questions, but the basic rule is that the questions should be easily comprehensible and provide alternatives that consumers can relate to. 554 Novel food packaging techniques