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Market Research
October 1, 2012
J.C. Rutter, Zach Stanley,
& Jackie Lake
Objective
Methodology & Data Collection
Statistical Analysis/Results
Recommendations
Objective:
A comprehensive survey and analysis
of the Parkersburg Farmers Market, its
prospective customers, and its
relevance in the downtown community.
Statistical Analysis/Results
Demographics:
12% 13%
19%
Les s or equal to
$25,000
$25,001 - $50,000
$50,000 - $75,000
28%
$75,001 - $100,000
28%
$100,001 or greater
Age
Less than 18
3% 8%
18%
Female
Male
28-35
36-50
46%
Gender
19-27
26%
51-75
Greater than 75
Size of Household
6% 3% 15%
14%
27%
21%
73%
41%
6 or greater
Statistical Analysis/Results
How did you first learn about the Farmers' Market?
Answer Options
Newspaper ad/article
Television
Radio
Our website
Social media (i.e. Facebook)
Internet search
Friend/word of mouth
Drove by and saw the market
Do not remember
I don't know
Response
Percent
35.1%
15.9%
5.0%
2.9%
4.2%
0.8%
34.7%
28.0%
7.5%
0.8%
answered question
Response
Count
84
38
12
7
10
2
83
67
18
2
239
Statistical Analysis/Results
Preferred Days and Hours by
Customers %
Customers would prefer a market presence on Saturdays. If people do not
work downtown and cannot go to the market on their lunch break then they
are missing out entirely on The Farmers Market.
Sunday
Monday
Tuesday
Wednesda
y
Thursday Friday
Saturday
8am-11am
0.087866
0.096234
0.117155
0.096234
0.083682
0.175732
0.309623
11am-2pm
0.179916
0.259414
0.372385
0.263598
0.292887
0.481172
0.405858
2pm-5pm
0.179916
0.066946
0.108787
0.079498
0.087866
0.129707
0.225941
5pm-8pm
0.07113
0.108787
0.125523
0.112971
0.117155
0.150628
0.121339
Statistical Analysis/Results
What Customers are Asking for:
What product would you like to see more of at the Market?
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Statistical Analysis/Results
What activities would you like to see offered at the Market?
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Live musicPerformers
Games (i.e. magician,
Children
acts,
Canning
activities
etc.) demonstrations
Cooking demonstrations
Contests
Gardening demonstrations
Other (please specify)
Questions or Comments?