Date of Award


Degree Type


Degree Name

Master of Science (MS)


Mathematics and Statistics


Roondo A. Christensen


The American public, with a per capita disposable income currently at an all time high, has become a source of vital concern to dairy market researchers. The unique socio-economic structure of the present generation causes the dairy industry to be concerned with how the consumer view its products. Effective education and advertising programs must be developed to attract the taste and meet the demands of the consumer.

Two factors which greatly influence market research and advertising programs are the attitude of the consumer toward a given product and the relationship of attitude to the degree of actual milk consumption. To avoid unnecessary waste and decreased profits resulting from production in excess of consumer demands, a method of measuring consumer preference and consumption could conceivably affect the dairy producer, processor, and marketer.