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PUBLIC PERCEPTIONS OF FOOD AND FARMING IN SCOTLAND
FINAL REPORT PHASE TWO (CONJOINT ANALYSIS)
DECEMBER 2003
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Prepared For: Scottish Executive Environment and Rural Affairs Department
Prepared By: Market Research UK Ltd
City Wall House
32 Eastwood Avenue
Glasgow G41 3NS
Tel: 0141 533 3350
Fax: 0141 533 3320
Email: research@mruk.co.uk
Website: www.mruk.co.uk
CONTENTS
1.INTRODUCTION TO CONJOINT ANALYSIS
1.1 Overview
1.2 Products
1.3 Attributes and Levels
1.4 Product Descriptions
1.5 Analysis
1.5.1 Ideal Products and Attribute Importance
1.5.2 Segmentation of markets
1.5.3 Simulation analysis of market share
1.6 Applications of Conjoint Analysis in Agriculture and Food
2.Research Methodology
2.1Aims
2.2Products
2.3Attributes and Levels
2.4Product Descriptions
2.5Questionnaire Design
2.6Analytical Strategy
3.RESULTS
3.1Results for Beef Sirloin Steak
3.1.1 Aggregate Conjoint Model for Beef Sirloin Steak
3.1.2 Preference Segment Models for Beef Sirloin Steak
3.1.3 Simulation Analysis for Beef Sirloin Steak
3.2. Results for Cheddar Cheese
3.2.1 Aggregate Conjoint Model for Cheddar Cheese
3.3.2 Preference Segment Models for Cheddar Cheese
3.2.3 Simulation Results for Cheddar Cheese
3.3. Results for Raspberries
3.3.1 Aggregate Conjoint Model for Raspberries
3.3.2 Preference Segment Models for Raspberries
3.3.3 Simulation Analysis for Raspberries
4.DISCUSSION AND CONCLUSIONS
4.1Strengths and Weaknesses of Conjoint Analysis
4.2Key Findings
4.3Concluding Comments
Appendix 1: Questionnaires
Appendix 2: The Methodology of Conjoint Analysis
Appendix 3: The Methodology of Cluster Analysis
Appendix 4: A Priori Segmentation on the Basis of Demographic Features
Appendix 5: A Priori Segmentation on the Basis of Preferences
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