Should You Ever Pay More Than $2 for a Bottle of a Wine?

1
Should You Ever Pay More Than 2 for a Bottle of
a Wine?

• Eric Shed
• Karen Thompson
• Meredith Moran
• Enrique Lopez

2
1) How much does an individual vary in their
ratings of different wines?2) Can this variation
be used to determine wine quality?

• Participants (N 25) will be given four wine
  samples (A, B, C, D) of predetermined varying
  quality (cost) and asked to rank each wine on the
  following scale
• 4 Love it! (Great)
• 3 Worth a 2nd glass (Good)
• 2 Drinkable (Fair)
• 1 Nasty! (Poor)
• To address Q1, we will determine the mean and
  standard deviation for each participants set of
  four scores. These SDs will then be averaged to
  determine the average variability of the
  participants selectivity of wine.
• To address Q2, we will use the T-score in an
  equation to determine the quality of the wine.

Eric Shed, Karen Thompson, Meredith Moran,
Enrique Lopez
3
Questions, Concerns, Observations

• Q1 - Considering that we are only measuring
  variability of preference across 4 wines, is this
  a large enough sample?
• Q2 - We had the idea that we could somehow
  combine the T-score with the individuals overall
  rating (For example, if one participant rated all
  wines the same, it would not indicate difference
  in quality. All 4s are not created equal) to
  produce a quality rating. Is this possible?!?!
• Is it fair to use the relative cost of wine as a
  measure of its quality?

4
Daniel Stringer, Jason Murphy, Brian Edgar,
Michelle Brown

• Are people able to differentiate the taste of
  different types of wine?

5

• Divide subjects into a control and experimental
  group.
• The control group will taste from two glasses of
  the same wine and will be asked if one tastes
  better or if their tastes are of equal quality.
• The experimental group will taste from two
  glasses of different wines and will be asked the
  same.
• We may re-run the experiment using multiple types
  of wine
• The researcher will then compare to see if the
  experimental group is able to differentiate
  between the wines more often than the control
  group.
• Repeat process for cider.

6
Questions/Concerns

• How can this process be changed to compare all
  four varieties of wine?
• What are some different ways to analyze the data?

7
How is wine and cider preference correlated with
self-described level of wine expertise?
Generalizability is dependent on the parameters
of the actual sample.

• Nicky Ramos-Beban
• Gloria LimRachel Krefft
• Janet Lundeen

8
Method

• We will have people self-rate their wine
  expertise on a 4-point scale
• 1-Novice (little to no experience drinking wine)
• 2-Low intermediate (can distinguish between grape
  varietals)
• 3-High intermediate (can distinguish between
  varietals and regions)
• 4-Expert (can distinguish between varietals,
  regions, and years)
• We will have people taste each wine/cider and
  rate the taste on a scale of 1-4 (1 being lowest,
  4 being highest)
• We will create a table comparing peoples
  responses to both the expertise and taste
  questions and look for correlations between the
  two variables.

9
Questions/Concerns

• How to define better wines other than by taste
  preferences (subjective)?
• Hypothesis
• Variance and standard deviation of experts
  preferences will be smaller than for other groups

10
Research Question

• How do Stanford EDUC 160 students preferences
  for red wine compare to standardized Wine
  Spectator Ratings?
• We will compare results using standardized
  ratings from wine.com with EDUC 160 preferences.

Sabrina Peter Nora Mallonee Kevin Flynn Jim Soland
11
Experiment

• EDUC 160 students will complete a blind taste
  test of wines
• Each student will record their preferences (on a
  5 point scale) for four different characteristics
  (appearance, fragrance, taste while in mouth,
  aftertaste)
• Student preferences will be averaged and compared
  with wine.com standard ratings, using the
  wine.com ratings as the mean. We will use EDUC
  160 data to find the distribution of the data
  around the mean.

12
Observations

• This experiment will allow us to determine the
  degree to which EDUC 160 students preferences
  match with standard ratings of wines.
• Cheers!

13
Does the cost of a bottle of wine correlate with
peoples enjoyment of that wine?
Ethan Hutt Julie Cohen Shayna Sullivan Matt Kloser
14
Methods

• 1. Buy and record prices for each of the several
  bottles of wine.
• 2. Conduct a blind taste test of each wine with
  participants.
• 3. Participants rate each wine on a five-point
  Likert scale (5love it 4like it 3neither
  like nor dislike 2dislike 1hate)
• 4. Find the mean likeability score. Compute SD
• 5. Compare likeability score to price.

15
Questions, Interpretations

• Can we record each persons frequency of wine
  consumption and compare it to how likely they
  were to like or dislike expensive wines?
• How do you compare two wines that may have the
  same means but different SDs? Exactly what
  criteria can we use to rank the best wines?

16
Do you get what you pay for?

• The relationship between perceived quality and
  price of sample red wines.
• Elliott pink lady Friedlander, Nick spritzer
  Haisman, Seth riesling Snyder, Luke shiraz
  Terra, and Lambrina Lambrusca Mileva

17
Experimental Method

• We will evaluate the perceived quality of each
  wine using the following Likert scale
• 1 Very Poor (suitable for minors)
• 2 Poor (gas station purchase)
• 3 Adequate (good 4th bottle)
• 4 Pleasant (weekday nights)
• 5 Spectacular (impressing in-laws)
• Tasting method
• Blind tasting of each wine assigning values
  according to the Likert scale.
• Tasters will cleanse palate (avec sorbet) between
  tastings.
• Scores will be noted between samples.
• Absolute silence will be maintained.
• Tasters will be selected at random from the
  participatory population, and will then be taken
  out of the population for further tasting until
  every other member has had a turn. This will
  minimize the conflation of wine tastes and
  subsequent ratings.
• Analysis
• Aggregate scores for samples will be divided by
  price per bottle to derive a pleasure per dollar
  measurement.
• Limitations These findings will be limited by
  the selection of only one type of wine, the
  sources of which might not be truly
  representative. Price per bottle also does not
  include the whole cost of production including
  varying standards of environmental regulations in
  countries of origin. To reach findings that are
  generalizable, we would need to use a broader and
  more representative sample, and take into account
  production, environmental, and social costs.

18
Questions

• Are all bottles of equal volume?
• Will only members of our group participate in our
  sample, or the whole class?
• How many ounces per sample?
• Should each person taste wines twice?
• Three times?
• Spit or swallow?
• Blindfolds? Berets? Candles?

19
Does the cost of a bottle of wine correlate with
peoples enjoyment of that wine?
Ethan Hutt Julie Cohen Shayna Sullivan Matt Kloser
20
Methods
Does the cost of a bottle of wine correlate with
peoples enjoyment of that wine?

• 1. Buy and record prices for each of the several
  bottles of wine.
• 2. Conduct a blind taste test of each wine with
  participants.
• 3. Participants rate each wine on a five-point
  Likert scale (5love it 4like it 3neither
  like nor dislike 2dislike 1hate)
• 4. Find the mean likeability score. Compute SD
• 5. Compare likeability score to price.

Ethan Hutt Julie Cohen Shayna Sullivan Matt
Kloser
21
Do you get what you pay for? The relationship
between perceived quality and price of sample red
wines.

• We will evaluate the perceived quality of each
  wine using the following Likert scale
• 1 Very Poor (suitable for minors)
• 2 Poor (gas station purchase)
• 3 Adequate (good 4th bottle)
• 4 Pleasant (weekday nights)
• 5 Spectacular (impressing in-laws)

• Elliott pink lady Friedlander, Nick spritzer
  Haisman, Seth riesling Snyder, Luke shiraz
  Terra, and Lambrina Lambrusca Mileva

22
1) How much does an individual vary in their
ratings of different wines?2) Can this variation
be used to determine wine quality?

• Participants (N 25) will be given four wine
  samples (A, B, C, D) of predetermined varying
  quality (cost) and asked to rank each wine on the
  following scale
• 4 Love it! (Great)
• 3 Worth a 2nd glass (Good)
• 2 Drinkable (Fair)
• 1 Nasty! (Poor)
• To address Q1, we will determine the mean and
  standard deviation for each participants set of
  four scores. These SDs will then be averaged to
  determine the average variability of the
  participants selectivity of wine.
• To address Q2, we will use the T-score in an
  equation to determine the quality of the wine.

Eric Shed, Karen Thompson, Meredith Moran,
Enrique Lopez
23
people
Red wines
ciders
24
people
Red wines
ciders