Dr Hal MacFie

Consultant in Sensory & Consumer Science

Hal MacFie Training Services
Company Registration No: 7864651
Company Address: 43 Manor Road
Keynsham, Bristol BS31 1RB, UK
Contact Tel: (44) 0117 9863590

About Us!

Questionnaire Design for Consumer Research and Product Testing

Many sensory scientists start in sensory science and gradually undertake more consumer based surveys with no formal training in questionnaire design. This one day course summarizes the tools and concepts that would be taught in a market research course with special emphasis on the questionnaires that would be suitable in product based studies. The course will set a number of group exercises and model analyses based on the XLSTAT software will be supplied.

Hal MacFie

1 November 2018

Park Inn by Radisson
Hotel & Conference Centre London Heathrow
Bath Road, Heathrow, Middlesex UB7 0DU

Course Organiser
Hal MacFie
For details and registration e-mail:


Dr. Hal MacFie is a statistician by training, with an international reputation in the areas of product assessment and consumer research. Author of over 100 scientific publications and three books, he was Head of Consumer Science at the Institute of Food Research, Reading England, before becoming Director of the Institute. He was for 20 years European editor of the Food Quality and Preference journal. Dr MacFie is now an independent consultant, and a Visiting Professor at Reading and Nottingham Universities and continues to develop innovative training courses for Sensory Professionals.

Course Outline  

8.00 Questionnaire design for market research surveys
Define the objectives of the survey
Determine the sample group
Confidence needed and sample size calculations

8.30 Question format
Leading questions
Closed questions
Open-ended questions
Double barrelled questions
The 'Other' category
Hypothetical questions
Format the questionnaire
Statement of your rationale
Demographic data
Design software

9.30 Conduct
Market research Society guidelines
Ethical aspects
Group exercises
Critique  published questionnaire trials


Reliability and validity testing of questionnaires and surveys.
Pilot test
Reliability and Cronbach’s alpha
Validity testing (content, criterion and construct)
Group exercise
Critique published trials for reliability and validity testing

11.30 Scales and their analysis
Likert, category, Line scale, Open ended
Analysis of variance parametric and nonparametric
Factor analysis
Hands on exercises in XLSTAT




Designing Functional and Emotion measurement studies
Personal questionnaires, Essense Profile versus CATA methodology
Deriving functional and emotional vocabularies

14.30 Designing Check all that Apply (CATA) questionnaire trials
Methodological studies
Order effects, question effects, eye-tracking results, performance testing, finding clusters

15.30 Designing Choice based conjoint trials
Theory, Conduct, Applications
Conceptual Profiling Practical design exercise
Setting up a choice based design using XLSTAT conjoin

16.00 Close

Course Venue

Park Inn by Radisson
Hotel & Conference Centre London Heathrow
Bath Road, Heathrow, Middlesex UB7 0DU


A 5-minute bus ride from Heathrow Terminals and a very pleasant place to stay overnight with Radisson service. UK participants can park free for the duration of the course. Public areas include café and lounge areas where training participants can relax between sessions.
We are starting at 8.00am and finishing at 4.00pm to allow participants to join us for dinner the night before and catch a flight home on the day of the course.

Yes: Please enrol me in Questionnaire Design for Consumer Research Heathrow 31 October 2018

Attendance Fee: £750.00 Inc VAT Includes lunch and course materials.

Fees reduced by 5% for members of academia - space limited.

Discounts: We offer a 5% discount on registrations when two or more people from the same company register for the same course, at the same time.
Registration Policy:  Registration is not final until payment is received. Unpaid spaces will be opened to new registrants 30 days ahead of courses.
Payment:  Payment may be made in US dollars, Euros or GB pounds via the Worldpay Gateway or into Currency accounts. Contact for routing and IBAN details of the currency account you require.
Refund policy: Cancellation of registration can be made up to 30 days ahead, and return of payments, minus reasonable administrative expenses, will be made for these cancellations. Cancellations within 15 to 30 days of the course start will receive a credit for a future course. Registrants who fail to attend or cancel less than 15 days prior to the seminar start date are responsible for the entire fee. Substitution of another person for the same course may be made at any time. 


Course Registration Fees



Number of Places

Course Fee


Total: £

    Payments and Refund Policy    

For electronic bank transfers: contact for IBAN details
Mailing address for registration and payment:
Dr H J H MacFie
43 Manor Road
Keynsham, Nr Bristol,
BS31 1RB, United Kingdom

Tel/Fax +44(0)1179863590

Electronic registration forms to