A comparison and evaluation of research methods used in consumer food safety studies

Worldwide incidence of food‐borne disease has increased in recent years and data suggest that inadequate food‐handling behaviour in the domestic environment may be an important factor. As a consequence of this, research into aspects of consumer food safety has been undertaken, especially in the UK and USA. The overall aims of conducting such research have been to investigate aspects of consumer food safety behaviour and to utilize information in the development of effective food safety education initiatives. In the past 25 years, 87 consumer food safety studies have been undertaken using different research methodologies; 75% utilized survey techniques (questionnaires and interviews), 17% were based on direct observation, and 8% utilized focus groups. The advantages and disadvantages of the different research methods used are discussed. Similarly, different forms of reliability and validity have been considered in the context of each research method used. A comparison of results from consumer food safety studies has shown that use of different research designs and approaches has resulted in differences in the findings about consumer food safety behaviour. Survey responses have provided a more optimistic portrayal of consumer food safety behaviour than data obtained from focus groups and direct observation. Although consumers have demonstrated knowledge, positive attitudes and intentions to implement safe practices, substantially larger proportions of consumers have been observed to implement frequent malpractices. This suggests that observational data provide the most reliable information denoting consumers’ actual food safety behaviour and should be used preferentially with risk‐based data for the design of communication strategies.