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Bridget K. Behe, Paul B. Redman, and John M. Dole

Consumer flower-color preferences are of interest to market researchers, plant producers, and retailers because this information can help them to anticipate accurately the sales product mix. Our objective was to determine consumer bract-color preferences for 47 poinsettia (Euphorbia pulcherrima Willd. ex Klotzsch) cultivars. Visitors (124) to the Franklin Park Conservatory in Columbus, Ohio, rated `Sonora', a red cultivar, highest (4.6 of 5.0) of any cultivar. Nine of ten highest rated cultivars were red. We compared the ratings of poinsettia buyers with those of nonpoinsettia buyers and found only one difference: nonpoinsettia buyers rated `Jingle Bells III', a marble cultivar, higher (4.3) than poinsettia buyers (3.8). We also compared consumers who had purchased a red poinsettia to those who had purchased nonred colors and found that red poinsettia buyers rated `Sonora' higher (4.9) than nonred poinsettia buyers (4.5). Men rated `Red Elegance' higher (3.7) than women (3.3), whereas women rated `Freedom White' higher (3.1) than men (2.4). We found few differences between men and women, buyers and nonbuyers, and nonred buyers and red buyers, which may indicate a relatively homogeneous market that does not greatly differentiate among poinsettia bract color.

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Jay M. Lillywhite, Jennifer E. Simonsen, and Mark E. Uchanski

collect current consumer demand data are through the use of Web-based surveys. Web-based surveys are becoming increasingly popular in market research as they present a number of advantages. Advantages include time and cost efficiency ( Couper, 2001

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Amy Fulcher, Diana R. Cochran, and Andrew K. Koeser

during nursery and greenhouse production as unsustainable ( Behe et al., 2013 ). This can hinder the green industry’s efforts to promote themselves as “green” to environmentally conscious consumers. Recent market research suggests that consumers are

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Jay M. Lillywhite, Jennifer E. Simonsen, and Richard J. Heerema

-specific nutrition knowledge levels. Survey respondents were members of a group of online market research panels managed by Cint, an independent global market research corporation with U.S. offices in Atlanta, GA, and Los Angeles, CA. The market research company

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Min Hyeong Kwon, Changwan Seo, Jongyun Kim, Moonil Kim, Chun Ho Pak, and Woo-Kyun Lee

gardens are considered leisure destinations like museums, parks, or zoos. According to a 2011 report about the leisure market in the United States, gardening was included among the top 10 leisure activities ( Falk, 1998 ; Leisure Market Research Handbook

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Jinghua Guo, Yan Yan, Lingdi Dong, Yonggang Jiao, Haizheng Xiong, Linqi Shi, Yu Tian, Yubo Yang, and Ainong Shi

obstacles, diseases, and pests ( Sardare and Admane, 2013 ). According to the market research report by Transparency Market Research (2018) , the global hydroponics market is anticipated to reach a value of US$12.1 billion by the end of 2015 from US$6

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Michael A. Gold, Mihaela M. Cernusca, and Larry D. Godsey

produce shiitake mushrooms. Respondents to the market research survey consider shiitake mushrooms a valuable crop because of its uniqueness and popularity for taste, and nutritional and medicinal properties. Another reason for shiitake mushrooms' value is

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Shannon C. Mason, Terri W. Starman, R.D. Lineberger, and Bridget K. Behe

., 2006 ), and tabletop Christmas trees ( Behe et al., 2005 ) among other horticultural and floricultural applications. Many industries today conduct market research using the Internet because there are several advantages to this method over mail or fax

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Gilbert Miller and Jeremy Greene

Weather Company 2018 Barnwell, SC (29812) monthly weather. 20 Mar. 2018. < https://weather.com/weather/monthly/l/Barnwell+SC+29812:4:US > U.S. Department of Agriculture Market Service 2014 Market research and analysis. 20 Mar. 2018. < https://www.ams.usda.gov/services/market-research

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Chengyan Yue, Jennifer H. Dennis, Bridget K. Behe, Charles R. Hall, Benjamin L. Campbell, and Roberto G. Lopez

Botts, B. 2007 Beauty and the plastic beast Chicago Tribune 9 Oct. 2007 < http://www.chicagotribune.com/news/local/nearwest/chi-0610plastic_jpjun10,1,5806552.story >. Brown, A. 2002 Farmers' market research 1940−2000: An inventory and review Amer. J