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Results of Dot Survey: USDA Outdoor Farmers Market, Washington, DC

Author

Listed:
  • Ragland, Edward
  • Lakins, Velma

Abstract

This report presents an analysis of responses obtained from visitors to the United States Department of Agriculture (USDA) outdoor farmers market at 12th and Independence Avenue, SW, in Washington, D.C. during two market days, September 10 and 17, 2010. The Rapid Market Assessment, also known as the dot survey, was carried out to assess the composition and shopping habits of the market’s customer base so the managers of the market could better understand their customers. Personnel from the USDA Agricultural Marketing Service’s (AMS) Farmers Market and Direct Marketing Research Branch used the dot survey approach to conduct consumer research at the farmers market. The dot survey technique is a “self-service” research approach that asks a limited number of questions displayed on easels in the market. Individual questions are placed on poster boards, making it easy for consumers to indicate their responses with round, colorful, self-sticking dots. The dot survey technique is a quick, simple, and effective way to engage consumer participation and collect market data. It is among the most popular techniques for gauging consumer behavior at farmers markets.

Suggested Citation

  • Ragland, Edward & Lakins, Velma, 2011. "Results of Dot Survey: USDA Outdoor Farmers Market, Washington, DC," Research Reports 146792, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    • Handle: RePEc:ags:uamsrr:146792
    DOI: 10.22004/ag.econ.146792
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    File URL: https://ageconsearch.umn.edu/record/146792/files/Dot%20Survey.pdf
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    Citations

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    Cited by:

    1. Etornam Kosi Anku & Gerald Kojo Ahorbo, 2017. "Conflict between Supermarkets and Wet-Markets in Ghana: Early Warning Signals and Preventive Policy Recommendations," International Journal of Business and Social Research, LAR Center Press, vol. 7(10), pages 1-17, October.
    2. Onyango, Benjamin & Govindasamy, Ramu & Alsup-Egbers, Clydette Michelle, 2015. "Uncovering Success Attributes for Direct Farmers’ Markets and Agri-Tourism in the Mid-Atlantic Region of the United States," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(2), pages 1-16, May.
    3. Etornam Kosi Anku & Gerald Kojo Ahorbo, 2017. "Conflict between Supermarkets and Wet-Markets in Ghana: Early Warning Signals and Preventive Policy Recommendations," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 7(10), pages 1-17, October.
    4. Chao-Jung R. Chen & Tun-Hsiang Edward Yu & Rachel J. C. Fu, 2021. "Strategic Management for Community-Based Markets: From Consumers’ Perspectives and Experiences," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    5. Gallardo, R. Karina & Olanie, Aaron & Ordóñez, Rita & Ostrom, Ostrom, 2015. "The Use of Electronic Payment Machines at Farmers Markets: Results from a Choice Experiment Study," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(1), pages 1-26, February.
    6. Stobbe, Tracy, 2016. "Making Sense of the Dollars Spent at Farmers’ Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-24, July.
    7. Edmonson, Bob & Sandolo, Christina & Borst, Elizabeth & Schubert, Robert & Farley, Steven, 2015. "Guide for Farmers Markets on Military Installations," Analysis 320851, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.

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