From qualitative to quantitative: Development of an instrument to assess food choice influences of young adults

This paper provides a detailed description of the use of qualitative data to develop a sophisticated quantitative instrument to measure food choice influences of young adults. Focus group data were analyzed using domain and taxonomic analysis procedures and developed into Likert‐type scales. Pilot testing determined reliability by Cronbach's alpha and test‐retest. Factor analysis was used to explore construct validity and identify influences. The revised survey met Preliminary Assessment criteria for clarity, apparent internal consistency and content validity. Focus group data suggested that young adults from minority backgrounds include culture as a food choice influence while young Caucasian adults discuss their childhood food exposure as an influence. Factor analysis revealed seven food choice influences: Health, price, taste, convenience, appearance of food, calorie content and brand. Qualitative data assisted survey development numerous times and contributed to higher reliability and validity of the resulting survey.