We administered the survey online (SurveyGizmo.com), at UK
international orchid shows (Royal Horticultural Society London
Orchid Show, April 2013; Malvern International Orchid Show,
June 2013), and at Japanese International Orchid shows (Asia
Pacific Orchid Congress, February 2013, Japanese Grand Prix
Orchid Show, February 2014). Respondents were either
self-selecting orchid society members contacted by email or randomly
selected show visitors. Each respondent was randomly allocated
to one of the two experimental blocks. The Japanese survey
was professionally translated and checked by two Japanese speakers
including one with experience in the orchid industry, after
which minor changes were made. All face to face surveys were
completed in the presence of a researcher who provided clarification
and guidance. The online survey was self-completed but with
extra clarification to match that given during face to face surveys,
such as an example choice set and an in-depth description of each
attribute.