Free listing: a method to gain initial insight of a food category
Free listing: a method to gain initial insight of a food category
Free listing: a method to gain initial insight of a food category
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<strong>Free</strong> <strong>listing</strong>: a <strong>method</strong> <strong>to</strong><br />
<strong>gain</strong> <strong>initial</strong> <strong>insight</strong> <strong>of</strong> a <strong>food</strong><br />
<strong>category</strong><br />
Daniela Ferraris and Guillermo Hough<br />
DESA-ISETA<br />
(6500) Nueve de Julio<br />
Buenos Aires- ARGENTINA<br />
Tel/Fax: (02317) 431309<br />
Email: guillermo@desa.edu.ar<br />
WWW.DESA.EDU.AR
Nueve de<br />
Julio
Introduction and summary<br />
results
“<strong>Free</strong> Listing is a deceptively simple but powerful<br />
technique” (Bernard, Russell. 2002. Research<br />
Methods in Anthropology)<br />
In <strong>Free</strong> Listing you ask informants <strong>to</strong> “list<br />
all the X you know about” or inquire “what<br />
kinds <strong>of</strong> X are there”<br />
X might be:<br />
- Cookie brands<br />
- Movie stars<br />
- Main meals<br />
-OR…
FRUITS<br />
184 15-18 year-old adolescents<br />
84 from low-income families<br />
100 from middle-high income families<br />
Please list all the fruits you know<br />
whether you’ve eaten them or not<br />
whether you like them or not<br />
Each one was given up <strong>to</strong> 15 minutes <strong>to</strong><br />
complete their list
Adolescent <strong>listing</strong> all the fruits she knows
watermelon<br />
coco<br />
orange<br />
bergamot<br />
coco<br />
mandarin<br />
pineapple<br />
medlar<br />
kiwi<br />
cherry<br />
persimmon<br />
strawberry<br />
coco<br />
melon<br />
pineapple<br />
grape<br />
pomegranate<br />
peach<br />
apricot<br />
pear<br />
nectarine<br />
plum<br />
strawberry<br />
grape<br />
mandarin<br />
watermelon<br />
melon<br />
grape<br />
fig<br />
plum<br />
kiwi<br />
nectarine<br />
bergamot<br />
sour cherry<br />
cherry<br />
pineapple<br />
apricot<br />
fig<br />
peach<br />
grape<br />
mandarin<br />
apple<br />
mandarin<br />
banana<br />
apricot<br />
orange<br />
banana<br />
orange<br />
pear<br />
peach<br />
strawberry<br />
pear<br />
watermelon<br />
persimmon<br />
melon<br />
fig<br />
peach<br />
melon<br />
coco<br />
banana<br />
apricot<br />
tuna<br />
pomegranate<br />
watermelon<br />
watermelon<br />
sour cherry<br />
pineapple<br />
plum<br />
orange<br />
strawberry<br />
mango<br />
fig<br />
nectarine<br />
plum<br />
kiwi<br />
pear<br />
cherry<br />
kiwi<br />
mandarin<br />
orange<br />
apricot<br />
sour cherry<br />
apple<br />
kiwi<br />
melon<br />
apple<br />
mango<br />
pear<br />
apple<br />
mandarin<br />
banana<br />
papaya<br />
banana<br />
SUBJ5<br />
SUBJ4<br />
SUBJ3<br />
SUBJ2<br />
SUBJ1<br />
Crude<br />
list from<br />
5<br />
subjects
Transformed<br />
list showing<br />
position <strong>of</strong><br />
each fruit for 5<br />
subjects. This<br />
matrix is used<br />
<strong>to</strong> calculate<br />
summary stats<br />
and the<br />
distance matrix<br />
Fruits mentioned by<br />
≥ 25% <strong>of</strong> the<br />
subjects<br />
FRUITS<br />
pineapple<br />
banana<br />
cherry<br />
plum<br />
coco<br />
peach<br />
apricot<br />
strawberry<br />
raspberry<br />
pomegranate<br />
fig<br />
kiwi<br />
lemon<br />
apple<br />
mandarin<br />
melon<br />
orange<br />
nectarine<br />
pear<br />
grapefruit<br />
kumquats<br />
watermelon<br />
grape<br />
SUBJ1<br />
*<br />
1<br />
*<br />
6<br />
17<br />
16<br />
*<br />
15<br />
*<br />
7<br />
12<br />
4<br />
*<br />
3<br />
11<br />
8<br />
10<br />
5<br />
2<br />
*<br />
*<br />
9<br />
14<br />
SUBJ2<br />
6<br />
10<br />
4<br />
15<br />
21<br />
8<br />
12<br />
17<br />
*<br />
16<br />
5<br />
18<br />
*<br />
11<br />
19<br />
14<br />
20<br />
13<br />
9<br />
*<br />
*<br />
22<br />
23<br />
SUBJ3<br />
12<br />
1<br />
8<br />
*<br />
*<br />
3<br />
7<br />
9<br />
*<br />
*<br />
*<br />
13<br />
*<br />
2<br />
11<br />
*<br />
10<br />
15<br />
4<br />
*<br />
*<br />
14<br />
16<br />
SUBJ4<br />
18<br />
10<br />
17<br />
4<br />
7<br />
11<br />
15<br />
*<br />
*<br />
*<br />
13<br />
2<br />
*<br />
1<br />
3<br />
16<br />
5<br />
*<br />
9<br />
*<br />
*<br />
6<br />
14<br />
SUBJ5<br />
13<br />
1<br />
*<br />
11<br />
*<br />
7<br />
*<br />
2<br />
16<br />
*<br />
*<br />
8<br />
15<br />
3<br />
9<br />
5<br />
4<br />
*<br />
14<br />
12<br />
*<br />
6<br />
10
Summary<br />
Income<br />
Minumum<br />
number<br />
listed<br />
Maximum<br />
number<br />
listed<br />
Average<br />
number<br />
listed<br />
Low<br />
7<br />
24<br />
16.6<br />
Middle/high<br />
13<br />
26<br />
18.1
medlar<br />
100<br />
80<br />
60<br />
40<br />
20<br />
0<br />
% consumers who mentioned each fruit<br />
Only fruits mentioned by > 10% subjects<br />
low<br />
medium<br />
pear melon watermelon<br />
lemon raspberry<br />
orange<br />
grape<br />
melon<br />
apple<br />
kiwi<br />
peach<br />
strawberry<br />
watermelon<br />
mandarin<br />
pineapple<br />
plum<br />
nectarine<br />
cherry<br />
lemon<br />
fig<br />
apricot<br />
grapefruit<br />
rasberry<br />
coco<br />
kumquats<br />
mulberry<br />
mango<br />
sour_cherry<br />
pomegranate<br />
banana<br />
pear
20<br />
18<br />
16<br />
14<br />
12<br />
10<br />
8<br />
6<br />
4<br />
2<br />
0<br />
Average order <strong>of</strong> each fruit in the list<br />
Only fruits mentioned by > 10% subjects<br />
low<br />
medium<br />
orange<br />
pear<br />
mandarin<br />
peach<br />
strawberry<br />
kiwi<br />
grape<br />
melon<br />
watermelon<br />
pineapple<br />
mango<br />
plum<br />
nectarine<br />
sour_cherry<br />
grapefruit<br />
apricot<br />
cherry<br />
pomegranate<br />
rasberry<br />
fig<br />
coco<br />
lemon<br />
mulberry<br />
kumquats<br />
medlar<br />
apple<br />
banana
Core set <strong>of</strong> items<br />
Most<br />
mentioned<br />
Banana<br />
Pear<br />
Orange<br />
Grape<br />
Melon<br />
Apple<br />
Kiwi<br />
Peach<br />
Strawberry<br />
Watermelon<br />
Mandarin<br />
Average<br />
<strong>listing</strong> order<br />
Apple<br />
Banana<br />
Orange<br />
Pear<br />
Mandarin<br />
Peach<br />
Strawberry<br />
Kiwi<br />
Grape<br />
Melon<br />
Watermelon<br />
These can be used<br />
for a future study<br />
on degree <strong>of</strong><br />
liking or<br />
frequency <strong>of</strong><br />
consumption<br />
Both lists coincide
Cluster Analysis and<br />
Multidimensional Scaling
SUBJ1<br />
SUBJ2<br />
SUBJ3<br />
SUBJ4<br />
The distance between<br />
items in a freelist can give<br />
glimpses <strong>of</strong> the<br />
underlying cognitive<br />
structure <strong>of</strong> the domain<br />
The difference in rank<br />
between two fruits would<br />
provide a natural<br />
measure <strong>of</strong> the distance<br />
between them in the mind<br />
<strong>of</strong> each subject<br />
banana<br />
pear<br />
apple<br />
kiwi<br />
nectarine<br />
plum<br />
pomegranate<br />
melon<br />
watermelon<br />
orange<br />
mandarin<br />
fig<br />
bergamot<br />
grape<br />
strawberry<br />
peach<br />
coco<br />
papaya<br />
mango<br />
sour cherry<br />
cherry<br />
fig<br />
pineapple<br />
tuna<br />
peach<br />
pear<br />
banana<br />
apple<br />
apricot<br />
nectarine<br />
melon<br />
plum<br />
pomegranate<br />
strawberry<br />
kiwi<br />
mandarin<br />
orange<br />
coco<br />
watermelon<br />
banana<br />
apple<br />
peach<br />
pear<br />
mango<br />
sour cherry<br />
apricot<br />
cherry<br />
strawberry<br />
orange<br />
mandarin<br />
pineapple<br />
kiwi<br />
watermelon<br />
nectarine<br />
grape<br />
apple<br />
melon<br />
orange<br />
kiwi<br />
strawberry<br />
watermelon<br />
banana<br />
melon<br />
peach<br />
apricot<br />
grape<br />
cherry<br />
plum<br />
mandarin<br />
pear<br />
pineapple<br />
persimmon<br />
medlar<br />
coco
14<br />
16<br />
23<br />
14<br />
grape<br />
6<br />
14<br />
22<br />
9<br />
watermelon<br />
*<br />
*<br />
*<br />
*<br />
kumquats<br />
*<br />
*<br />
*<br />
*<br />
grapefruit<br />
9<br />
4<br />
9<br />
2<br />
pear<br />
*<br />
15<br />
13<br />
5<br />
nectarine<br />
5<br />
10<br />
20<br />
10<br />
orange<br />
16<br />
*<br />
14<br />
8<br />
melon<br />
3<br />
11<br />
19<br />
11<br />
mandarin<br />
1<br />
2<br />
11<br />
3<br />
apple<br />
*<br />
*<br />
*<br />
*<br />
lemon<br />
2<br />
13<br />
18<br />
4<br />
kiwi<br />
13<br />
*<br />
5<br />
12<br />
fig<br />
*<br />
*<br />
16<br />
7<br />
pomegranate<br />
*<br />
*<br />
*<br />
*<br />
raspberry<br />
*<br />
9<br />
17<br />
15<br />
strawberry<br />
15<br />
7<br />
12<br />
*<br />
apricot<br />
11<br />
3<br />
8<br />
16<br />
peach<br />
7<br />
*<br />
21<br />
17<br />
coco<br />
4<br />
*<br />
15<br />
6<br />
plum<br />
17<br />
8<br />
4<br />
*<br />
cherry<br />
10<br />
1<br />
10<br />
1<br />
banana<br />
18<br />
12<br />
6<br />
*<br />
pineapple<br />
SUBJ4<br />
SUBJ3<br />
SUBJ2<br />
SUBJ1<br />
FRUITS<br />
Distance matrix:<br />
- Euclidean<br />
- Cityblock:<br />
provided better<br />
interpretation
0.24<br />
0.29<br />
0.31<br />
0.33<br />
0.4<br />
0.32<br />
nectarine<br />
0.29<br />
0.47<br />
0.39<br />
0.44<br />
0.33<br />
0.42<br />
orange<br />
0.39<br />
0.29<br />
0.31<br />
0.22<br />
0.51<br />
0.34<br />
mulberry<br />
0.26<br />
0.34<br />
0.34<br />
0.36<br />
0.34<br />
0.37<br />
melon<br />
0.33<br />
0.36<br />
0.34<br />
0.35<br />
0.37<br />
0.38<br />
mandarin<br />
0.37<br />
0.62<br />
0.53<br />
0.61<br />
0.18<br />
0.58<br />
apple<br />
0.4<br />
0.33<br />
0.34<br />
0.28<br />
0.56<br />
0.32<br />
lemon<br />
0.33<br />
0.41<br />
0.35<br />
0.38<br />
0.38<br />
0.36<br />
kiwi<br />
0.39<br />
0.28<br />
0.24<br />
0.3<br />
0.52<br />
0.34<br />
fig<br />
0.38<br />
0.31<br />
0.34<br />
0.26<br />
0.52<br />
0.27<br />
rasberry<br />
0.31<br />
0.39<br />
0.39<br />
0.32<br />
0.39<br />
0.39<br />
strawberry<br />
0.3<br />
0.27<br />
0.31<br />
0.32<br />
0.5<br />
0.36<br />
apricot<br />
0<br />
0.43<br />
0.31<br />
0.39<br />
0.32<br />
0.38<br />
peach<br />
0<br />
0.35<br />
0.31<br />
0.55<br />
0.3<br />
coco<br />
0<br />
0.3<br />
0.49<br />
0.36<br />
plum<br />
0<br />
0.51<br />
0.34<br />
cherry<br />
0<br />
0.51<br />
banana<br />
0<br />
pineapple
Multidimensional scaling<br />
Including fruits mentioned by > 10%<br />
consumers<br />
Stress= 0.19<br />
Including fruits mentioned by > 25%<br />
consumers<br />
Stress= 0.15<br />
Limit <strong>of</strong> acceptability (Borgatti, 1996)
Low-income adolescents<br />
1.5<br />
1.0<br />
mandarin<br />
0.5<br />
orange<br />
watermelon<br />
coco<br />
grapefruit pomegranate<br />
banana<br />
strawberry<br />
kiwi<br />
plum<br />
lemon<br />
kumquats<br />
0.0<br />
appl e<br />
peach<br />
melon<br />
apricot<br />
nectarine<br />
cherry<br />
fig<br />
-0.5<br />
pear<br />
grape<br />
pineapple<br />
rasberry<br />
-1.0<br />
-1.5<br />
-2.0<br />
-1.5<br />
-1.0<br />
-0.5<br />
0.0<br />
0.5<br />
1.0
Low-income adolescents<br />
S<strong>to</strong>ne-pulpy<br />
Big-watery<br />
Commoneveryday<br />
<br />
<br />
Berries<br />
Odd-<strong>to</strong>-eat<br />
Fruit<br />
Seasonal<br />
pineapple<br />
strawberry<br />
plum<br />
peach<br />
apricot<br />
nectarine<br />
kiwi<br />
melon<br />
watermelon<br />
cherry<br />
rasberry<br />
coco<br />
pomegranate<br />
kumquats<br />
lemon<br />
fig<br />
grapefruit<br />
banana<br />
appl e<br />
mandarin<br />
orange<br />
pear<br />
grape<br />
1.00 0.95<br />
0.90<br />
0.85 0.80 0.75<br />
0.70<br />
0.65<br />
0.60
1.5<br />
Medium/high income adolescents<br />
1.0<br />
mandarin<br />
pineapple<br />
0.5<br />
0.0<br />
apple<br />
banana<br />
pear<br />
orange<br />
grape<br />
watermelon<br />
melon<br />
peach<br />
plum<br />
nectarine<br />
lemon<br />
grapefruit<br />
fig coco<br />
kumquats<br />
mulberry<br />
cherry<br />
rasberry<br />
-0.5<br />
kiwi<br />
strawberry<br />
apricot<br />
-1.0<br />
-1.5<br />
-2.0<br />
-1.5<br />
-1.0<br />
-0.5<br />
0.0<br />
0.5<br />
1.0
Middle/high income adolescents<br />
Berries<br />
<br />
Odd-<strong>to</strong>-eat<br />
Fruit<br />
<br />
In Argentina<br />
grapes are so<br />
big they look<br />
like plums<br />
Same- family<br />
Big-watery<br />
Common citrus<br />
Commoneveryday<br />
<br />
pineapple<br />
grapefruit<br />
cherry<br />
mulberry<br />
rasberry<br />
fig<br />
kumquats<br />
lemon<br />
coco<br />
apricot<br />
plum<br />
grape<br />
peach<br />
nectarine<br />
melon<br />
watermelon<br />
strawberry<br />
kiwi<br />
mandarin<br />
orange<br />
banana<br />
appl e<br />
pear<br />
1.0 0.9<br />
0.8<br />
0.7<br />
0.6
Conclusions<br />
Summary results:<br />
<br />
<br />
Differences between populations in number <strong>of</strong><br />
items listed<br />
Core members <strong>of</strong> a <strong>category</strong>: listed by most<br />
respondents or items that were first mentioned<br />
MDS and Cluster Analysis:<br />
<br />
Show up associations between members <strong>of</strong> a<br />
<strong>category</strong>
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