52
Classification
Standardized Methods
Method Description
Indirect
Direct
Intuitive Method
and Evaluation
Hedonic Price Analysis
Consumer Panel
Formal Consumer Survey
Informal Data Collection
Method
Quantitative assessment
Testing and subsequent
Ranking of hypothetical
Personal information
of consumer prices as
ranking of products by a
products and quality
based on experience and
a function of quality traits
small sample of consumers
characteristics by a large
exchange of knowledge,
sample of consumers
informal interviews
Data obtained
Samples of products and
Questionnaires with ranked data and qualitative information
Qualitative information
corresponding market prices
Analytical tools
Laboratory analysis
Organoleptic testing
Opinion polls
Subjective evaluation
Multiple regression
Ranking
Ranking
Statistical analysis
Conjoint, factorialanalysis
Result
Preferred quality traits in the
Ranking among samples
Preferred quality traits in
“Personal” index of traits that
form of measurable criteria
tested
the form of descriptive
are assumed to be relevant
Relevance of quality traits
terms
Index of preference for
Relevance of quality traits
any new variety
Index of preference for any new variety
Reliability of predicting
Very good if:
Very susceptible to:
Satisfcatory if:
Hardly reliable
“good quality” and
Markets are competitive
Bias due to sample selection
Sample selection is
not representative
representativeness of
The product is for final
Bias caused by panel
Representative
results
consumption
membership
Questionnaire fits objective
The product is essential
Convenience for
Objectively measurable
Time-consuming and
Identified traits have to
Requires long-term experience
breeding
criteria are directly derived
cost-intensive
be translated in
with the product
Screening in early
Only small amount of
measurable criteria
Not convenient to detect
generations possible as only
samples can be tested
High time requirement for
recently emerged consumer
small amount of material is
Only ranking obtained
preparation and analysis
preferences
required
of questionnaire possibly
Not transparent
Table 3.1. Description and Evaluation of Different Approaches to Identify Consumer Preferences for Agricultural Raw Products.