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Testing for Differences in Consumer Attitudes Toward Milk in New York State

Published online by Cambridge University Press:  10 May 2017

Doyle A. Eiler  and
Olan D. Forker
Doyle A. Eiler
Affiliation:
New York State College of Agriculture and Life Sciences Cornell University
Olan D. Forker
Affiliation:
New York State College of Agriculture and Life Sciences Cornell University
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Extract

Market researchers are frequently interested in determining the differences in attitudes of various groups of consumers. For example, they may want to know if significant shifts in attitudes have oocurred over time or if attitudes vary by sex, income, race or market.

Type
Research Article
Information
Journal of the Northeastern Agricultural Economics Council , Volume 2 , Issue 2 , October 1973 , pp. 33 - 50
Copyright
Copyright © Northeastern Agricultural and Resource Economics Association 

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References

1/ The New York State Dairy Advisory Board, a producer board which manages the expenditure of market order funds for advertising and promotion, is faced with many decisions requiring an understanding of New York State consumers. One area of interest is whether customers in the various markets of New York State have similar attitudes towards milk.Google Scholar

2/ This scaling procedure was developed and reported by Charles E. Osgood et. al., in The Measurement of Meaning, University of Illinois Free Press, Urbana, Illinois, 1957. It is a wideley used scaling technique for measuring consumer attitudes.Google Scholar

3/ For a fuller discussion of the literature and pretest see Joseph J. Mueller, “Development of a Questionnaire and Methods of Analysis for the Measurement of Consumer Attitudes and Belief Toward Other Beverages”, unpublished M.S. thesis, Cornell University, January 1973.Google Scholar

4/ Monica Thomas and Martin Waananen, “Consumption, Use and Attitudes Toward Selected Fluid Milk Products in Eight Western Cities”, Washington Agricultural Experiment Station Bulletin 763, October 1972, p. 4.Google Scholar

5/ Paper by Thomas and Waananen is an example of this. See especially pp. 15, 18–25.Google Scholar

6/ Other less approximate procedures exist for testing contingency tables. However, the chi-square test was chosen for the ease with which dependent relationships can be identified through disaggregation of the calculated chi-square value.Google Scholar

7/ The calculating procedures can be found in R. G. D. Steel and J. H. Torrie, Principles and Procedures of Statistics, McGraw-Hill, New York, 1960, pp. 366–369.Google Scholar