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Kari Hugie, Chengyan Yue and Eric Watkins

study, conjoint analysis was used to characterize consumer preferences for turfgrass attributes as well as determine their relative importance. Attributes. Focus groups were conducted in Apr. 2010 to help determine the set of turfgrass attributes to

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Zachary Stansell, Thomas Björkman, Sandra Branham, David Couillard and Mark W. Farnham

explaining maximum variance, weighting the traits that contributed most to the model R 2 for predicting overall quality ratings higher, and those contributing little, much less ( Johnson and Lebreton, 2004 ). Index 5 was a relative-importance model using

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Chengyan Yue, R. Karina Gallardo, James J. Luby, Alicia L. Rihn, James R. McFerson, Vicki McCracken, Tom Gradziel, Ksenija Gasic, Gregory L. Reighard, John Clark and Amy Iezzoni

southeastern producers than for mid-Atlantic producers. Table 2. Estimated ordered probit model coefficients indicating the relative importance of fresh peach fruit quality and plant traits to fresh peach producers based on audience survey data collected at two

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Chengyan Yue, R. Karina Gallardo, James Luby, Alicia Rihn, James R. McFerson, Vicki McCracken, Vance M. Whitaker, Chad E. Finn, James F. Hancock, Cholani Weebadde, Audrey Sebolt and Amy Iezzoni

breeding programs. The objective of this study is to assess U.S. strawberry producers’ preferences for strawberry fruit and plant traits by analyzing how producers categorize the relative importance of these traits. A secondary objective is to compare these

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Chengyan Yue, R. Karina Gallardo, James Luby, Alicia Rihn, James R. McFerson, Vicki McCracken, David Bedford, Susan Brown, Kate Evans, Cholani Weebadde, Audrey Sebolt and Amy F. Iezzoni

) × (average years of experience).] The previous estimations provide information on the relative importance of apple quality and tree traits with respect to disease resistance. To determine if there were any statistically significant differences in the

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Chengyan Yue, R. Karina Gallardo, James J. Luby, Alicia L. Rihn, James R. McFerson, Vicki McCracken, Nnadozie Oraguzie, Cholani Weebadde, Audrey Sebolt and Amy Iezzoni

traits and machine harvest ability are not significantly different from disease resistance with P values of 0.38 and 0.16, respectively. Table 2. Estimated ordered probit model coefficients indicating the relative importance of tart cherry fruit quality

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Monika Ghimire, Tracy A. Boyer, Chanjin Chung and Justin Q. Moss

). The DCE is a stated preference method which allows us to not only analyze consumers’ preferences, but also to determine the shares of preferences of the attributes used in the experiment. The shares of preferences indicate the relative importance of

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

by Behe (1993) and found to be very limited. Since that time, marketing efforts have increased with some success. Conjoint analysis is a technique that allows for the analysis of consumer purchases, gives insight to the relative importance of

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Kristin L. Getter and Bridget K. Behe

shade in a 4-inch pot at the given price and longevity. Conjoint analysis was conducted in SAS Version 9.3 (SAS Institute, Cary, NC) using PROC TRANSREG. Means of coefficients and relative importance across respondents were analyzed in PROC GLM for

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R. Karina Gallardo, Diem Nguyen, Vicki McCracken, Chengyan Yue, James Luby and James R. McFerson

. This article is organized in three sections: (1) methods, including data description and econometric model; (2) results and discussion, including a description of the breeding programs surveyed, relative importance of traits, likelihood of selecting