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

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.

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 Record created 2017-04-01, last modified 2019-08-29

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