Methods of Surveying Direct Market Customers1

in HortScience
Authors:
J. W. CourterDepartment of Horticulture, University of Illinois, Champaign-Urbana, IL 61801

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C. M. SabotaDepartment of Horticulture, University of Illinois, Champaign-Urbana, IL 61801

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J. C. O. NyankoriDepartment of Agricultural Economics, Clemson University, Clemson, SC 29631

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Abstract

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.

The cost of publishing this paper was defrayed in part by the payment of page charges. Under postal regulations, this paper must therefore be hereby marked advertisement solely to indicate this fact.

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