Methods of Surveying Direct Market Customers1
in HortScienceAbstract
Three surveys of direct market (pick-your-own) strawberry customers were conducted in Illinois to obtain demographic information, distance travelled, purchase habitude, and advertising response. A mail survey utilizing postcard reminders resulted in a higher number of returned forms than 2 anonymous handout surveys without follow-up. The rates of return were influenced by follow-up cards, the time interval of mailing the follow-up cards, and the growers’ personal request to their customers to complete survey forms. The survey methods are discussed relative to the large numbers of completed surveys required in our research and the applicability of various survey methods for direct marketing.
Contributor Notes
Received for publication December 18, 1979.
