ESTIMATING THE VALUES OF CATTLE CHARACTERISTICS USING AN ORDERED PROBIT MODEL

In this study we evaluate the preferences of cattle producers in Manit oba, Canada, for different cattle characteristics using the conjoint a nalysis methodology. Preferences are estimated for three different seg ments of the cattle production system: purebred breeders, commercial c ow-calf producers, and cattle feeders. Data were collected for steers and bulls via a mail survey in 1993. Here we provide relative valuatio n for the different characteristics by segment of the cattle sector. E vidence is provided that different segments of the cattle sector do no t value characteristics the same. For example, purebred breeders have higher preferences for reproduction traits, while feedlot operators gi ve higher values to commercial attributes such as heavy slaughter weig ht and carcass yield. The different valuations of characteristics acro ss segments of the cattle sector suggest that signals regarding prefer ences may be noisy. As a result, it might be difficult to design some breed improvement programs to be broadly acceptable, if they have diff erential benefits to the different segments of producers, when using s tandard profit-oriented selection indices.