Researchers wanted to investigate how long shoppers spent looking at a new front-of-pack traffic-light nutrition label before deciding to purchase a food product. They wanted to test whether shoppers make rapid purchasing decisions (in under 5 seconds), as suggested by previous marketing research.
They collected data from 120 shoppers who were observed selecting items in the cereal aisle of a supermarket. Immediately after their selection, researchers approached the shoppers and asked them to estimate how long, in seconds, they spent looking specifically at the front-of-pack nutrition label.
The estimated time spent looking at the label was split into four categories:
The shoppers were fully debriefed immediately after the survey and gave consent for their anonymous data to be used in a published research study.
Explain one way the researchers could have made sure the nutrition label study was reliable.
638 exam-style questions on Edexcel A Level Psychology Methods. Each one has a worked solution and a mark scheme showing where the marks go.