Pacific whiting (Merluccius productus) is the most abundant groundfish species off the California, Oregon and Washington Coasts. The fish are mainly used as a raw material for the production of surimi. However, it is not economically wise to depend only on one product. There is a need to diversify the industry and develop a portfolio of product forms able to compete on the global marketplace. This study examines the characteristics of Pacific whiting individually quick frozen (IQF) fillets through an evaluation of consumer acceptability and sensory analysis, as well as their correlations to biochemical and physical properties. Additionally, a comparison is made between Pacific whiting IQF fillets and characteristics from seven other fish species. Sensory analysis by a trained panel showed Pacific whiting scoring highest in the flavor category of shellfish, medium in overall flavor intensity and fresh fish flavor, and high in moistness. Two different cooking methods: microwave (rapid) and conventional oven (slow) were studied with the results showing that the rapid method improved a number of texture attributes. Correlations between sensory texture attributes and instrumental texture results of Pacific whiting and the protease activity were found for both cooking methods but much higher in the slow one. All eight species were tested in a consumer test using a nine-point Hedonic scale. There were no significance differences (p>0.05) in flavor, texture, and overall acceptance of Pacific whiting with most of other commercial fish. However, the amount of variation in each group was high. No significant differences were found in firmness of Pacific whiting when compared to Dover sole. Five-point purchase intent scale showed no differences in consumers' willingness-to-buy when compared to species presently available in the marketplace. Pacific whiting IQF fillets, kept in frozen storage for 12 months, showed no differences in the flavor and texture attributes with fillets frozen for one month. The following findings are based on the information gained from the focus group: (1) The most important factor affecting consumers' purchasing decision on fish is flavor, (2) Fish flavor must be fresh, mild, pleasant, and true to species, and (3) Fish texture is varied. Texture is not as important as such factors as flavor, odor, appearance, and thickness of fillets. Pacific whiting was found to be tasty and acceptable to the focus group participants. Qualitative and quantitative data collected from the focus group and the consumer tests, combined with its sensory characteristics' similarity to desirable commercial fish suggest a good potential of Pacific whiting in being utilized as IQF fillets. / Graduation date: 1997