Consumers’ Demand for Pork Quality: Applying Semantic Network Analysis, May 2006

Abstract Consideration of consumers’ demand for food quality entails several aspects. Quality itself is a complex and dynamic concept, and constantly evolving technical progress may cause changes in consumers’ judgment of quality. To improve our understanding of the factors influencing the demand for quality, food quality must be defined and measured from the consumer’s perspective (Cardello, 1995). The present analysis addresses the issue of food quality, focusing on pork—the food that respondents were concerned about. To gain insight into consumers’ demand, we analyzed their perception and evaluation and focused on their cognitive structures concerning pork quality. In order to more fully account for consumers’ concerns about the origin of pork, in 2004 we conducted a consumer survey of private households. The qualitative approach of concept mapping was used to uncover the cognitive structures. Network analysis was applied to interpret the results. In order to make recommendations to enterprises, we needed to know what kind of demand emerges from the given food quality schema. By establishing the importance and relative positions of the attributes, we find that the country of origin and butcher may be the two factors that have the biggest influence on consumers’ decisions about the purchase of pork.

Demonstration Project 85, Video Imagery Systems for Highway Applications, HR-1047, 1990

The report describes the state of the art video equipment used and experiences gained from the 6,800 mile field test. The first objective of this project was to determine if laser disc equipment could capture and store usable roadway images while operating in a mobile environment. The second objective was to evaluate methods of using optical disc storage and retrieval features to enhance highway planning and design function. Several highway departments have attempted to use video technology to replace the traditional 16 and 35 mm film format used in photologging. These attempts have met with limited success because of the distortion caused by video technology not being capable of dealing with highway speeds. The distortion has caused many highway signs to be unreadable and, therefore, clients have labeled the technology unusable. Two methods of using optical laser disc storage and retrieval have been successfully demonstrated by Wisconsin and Connecticut Departments of Transportation. Each method provides instantaneous retrieval and linking of images with other information. However, both methods gather the images using 35 mm film techniques. The 35 mm film image is then transferred to laser disc. Eliminating the film conversion to laser disc has potential for saving $4 to $5 per logging mile. In addition to a cost savings, the image would be available immediately as opposed to delays caused by film developing and transferring to laser disc. In June and November of 1986 Iowa DOT staff and cooperating equipment suppliers demonstrated the concept of direct image capture. The results from these tests were promising and an FHWA Demonstration program established. Since 1986 technology advancements have been incorporated into the design that further improve the image quality originally demonstrated.