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• W2111909389 abstract "The successful exportation of wheat is a difficult challenge; particularly in the context of the government regulated Japanese market and knowing how to best meet market requirements. Analysis of decision-maker choices is also difficult as there are only a small number of millers that make buying decisions. Moreover, the buyers tend to use an extensive list of quality characteristics to inform their purchases. This research provides details of some of the insights that have been gained into this decision making context using best-worst scaling (BWS). The BWS elicitation involved face-to-face meetings with 13 individuals from four different companies that account for about 74 per cent of wheat flour production in the Japanese market. These individuals covered various roles in the decision making process, including managers and some laboratory scientists who were involved in quality control and new product and scientific development. A total of 31 factors were considered by respondents with factors ranging from the technical (e.g., viscograph peak height; farinograph dough stability) to those common to most business-to-business trade settings and often cited as important in many agricultural settings (e.g., price; country of origin; uniformity of shipment). A custom-made computer-assisted personal interview (CAPI) platform was designed in Adobe Flex, using the Flex language and Actionscript. It was compiled to run under Adobe Air on a desktop computer. The program presented six factors at a time and their descriptions were translated into Japanese (with Katakana and Hiragana true type font characters). The six factors shown were determined by a ‘balanced incomplete block design’ (BIBD) resulting in 31 sets for each respondent to evaluate. The program assisted respondents by shading already ranked responses to assist in eliciting the preference among the remaining factors. Respondents completed the best-worst scaling task using an offline laptop with data being recorded in real time into a local CSV file. A preliminary real-time analysis using “most” and “least” answers was then closely matched against each respondent’s three ‘top-of-mind’ important characteristics out of the 31 considered. This provided a form of verification of the accuracy of the ‘best-worst scaling’ and enhanced the engagement of respondents. It also opened greater opportunities for researchers to immediately raise questions with respondents when inaccuracies appeared. Generally, respondents responded favorably to the survey methodology, noting its uniqueness and the heightened cognition that was required to answer questions. The approach also provided a quantified listing of factors in terms of their importance, which has assisted in developing a subsequent choice experiment to elicit individual preferences. In turn, the best-worst scaling proved to be a valuable pre-cursor stage in developing reliable and accurate models of miller trade-offs and preferences amongst the set of characteristics. With an improved knowledge of the decision maker’s priorities plant breeding and planting insights can be better aligned to miller preferences for varieties and types of wheat, thus enhancing the international competitiveness of Australian wheat." @default.
• W2111909389 created "2016-06-24" @default.
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• W2111909389 date "2013-04-19" @default.
• W2111909389 modified "2023-09-27" @default.
• W2111909389 title "Overcoming Challenges and Improvements in Best-Worst Elicitation: Determining What Matters to Japanese Wheat Millers" @default.
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