Paper Title
RASCH MODEL IN AGRICULTURE: THE ATTITUDE TOWARDS KIWIFRUIT

Abstract
Abstract - The aim of this paper is to show an application of Rasch models to the measure of a latent dimension, as the “attitude towards kiwi”, using the results of a marketing research on the kiwifruit consumption and preference. The results show a good fit of the data to the Rasch model, and the estimated attitude of persons can be used to segment the sample for a greater insight in marketing research. Keywords - Attitude Towards Kiwi, Marketing Research In Agriculture, Measurement Models, Rasch Model, Specific Objectivity