Eliciting the relative importance of risk factors concerning contagious animal diseases using conjoint analysis: a preliminary survey report

Abstract

Conjoint analysis is a technique well known in marketing research to elicit consumer preferences and opinions. This paper describes the results of an experiment which explores the potential application of conjoint analysis in the field of veterinary epidemiology and economics. In this experiment, the method of conjoint analysis was used to elicit the opinion of experts about the relative importance of risk factors concerning contagious animal diseases. Diseases studied were: African Swine Fever (ASF), Classical Swine Fever (CSF), Foot-and-Mouth Disease (FMD), Swine Vesicular Disease (SVD), Newcastle Disease (NCD) and Avian Influenza (AI). Risk factors included were import of livestock, import of animal products, feeding of swill, tourists, returning livestock trucks and air. The conjoint analysis technique was used to draw up a questionnaire which was handed out during the 7th ISVEE held at Nairobi, Kenya, from 15 to 19 August 1994. According to the experts approached, the factors ‘import of livestock’ and ‘import of animal products’ were the major sources of risk for all diseases. For ASF, CSF and FMD, the risk factor ‘swill feeding’ ranked third. For FMD and the two poultry diseases NCD and AI, only the risk factor ‘air’ was important. Overall conclusion was that conjoint analysis could be a useful method for eliciting the opinion of experts about risk factors concerning contagious animal diseases. In further research, special attention should be given to the selection of experts and the presentation of the conjoint questions.