Professional paper

Effect size measurement in functional milk product marketing

Karmen Pažek orcid.org/0000-0002-7798-4330 ; Dept. of Agricultural Economics and Rural Development, Faculty of Agriculture and Life Sciences Maribor, Pivola 10, 2311 Hoče, Slovenia
Črtomir Rozman
Jernej Turk
Darja Majkovič
Sebjan Hari
Matej Kolenko
Sašo Pamič
Jernej Prišenk

Abstract

The paper presents the application possibility of “Effect size” and Cohen’s-d index in the case of introduction of new milk products on the market. The field and online survey were used to establish the potential interest of final consumers for new functional food product of dairy company in Slovenia - milk with phytosterols additives. Two techniques possibilities of Cohen-d index were calculated; manual and using the Cohen’s-d calculator. Further, the application is focused on two main questions in survey regarding observed problem: 1) Would you buy milk with phytosterols additives, which scientifically proven lowers concentration of cholesterol in blood? 2) Would you pay for it at a higher price? The sample includes 419 surveys, 150 surveys were conducted on field (control group) and 269 surveys were provided online (experimental group). The Cohen’s-d index (d) results show by using manual and Cohen’s-d calculator for both groups “small” effect (d=0.35, i.e. d=0.34 ), and “zero or near zero” effect (d=0.15, i.e.= 0.15) when deciding to buy new milk product.

Keywords

effect size; Cohen’s-d index; functional food; milk

Hrčak ID:

75430

URI

https://hrcak.srce.hr/75430

Publication date:

27.12.2011.

Article data in other languages: croatian

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