Problems of fact-finding in marketing to farmers

Date of publication: May 1, 1968

Author: Ken Clarke

Abstract:

The British Market Research Bureau has conducted a number of surveys among farmers on topics ranging from mechanical equipment to fertilisers. This paper draws principally on the latest - and one of the largest - of these surveys, which was carried out in the second half of 1967 . The survey, producing over 700 interviews throughout Great Britain (i.e. England, Wales and Scotland, but excluding the Republic of Eire and Northern Ireland) was concerned with crop chemicals and livestock feedstuffs as well as providing information on company images and company representation, and was commissioned by a major manufacturer. The paper will be concerned not with the results of that survey, which remain confidential to our client, but with three main areas of techniques: 1. Sampling; 2. Questionnaire design; 3. Interview procedure.

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