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Agrimarketing : May 2009
62 Research Roundup:32 Feature Story 5/13/09 12:42 PM Page 63 participate and get thoughtful responses. In each area, the American farmer presents unique challenges. FindingAmerican farmers is rarely problematic (as itmay be elsewhere). Phone and Internet penetration is high, and although often in the field,many farmers (or their spouses) give us cell phone numbers sowe can interviewthemon the tractor. ButAmerican farmers are not “easy” after finding them,we have to get them to participate. And this is the tricky part. Incentives are higher in theU.S. than anywhere else on the planet. Yet theAmerican farmermay bewilling to settle for less if presentedwith an interesting and challenging survey, and if they recognize their contributionmakes a difference.Most are Klobucar happy to talk to interviewers that understand agriculture. The third task, getting thoughtful answers, iswhere theAmerican farmer shines, for two reasons: they trust in survey confidentiality and they have Internet access. The Internet lets us collect farmer data using very sophisticated interview tools unavailable elsewhere. HOWABOUT RESPONSE RATES? by Ron Claussen, President AMR, Inc., Sioux Falls, SD Based on a reviewof disposition reports for the annual AMR Farmer Radio Listening Study, it appears there has been little significant change in response rateswhen surveying farmers and ranchers using the telephone interviewmethod. Response rates are affected by the quality of the database from which the sample is taken, when the survey is conducted and the geographic area being surveyed. Frequently the quality of a data- base varies based on the geographic area. Primarily, AMR conducts telephone interviewsurveys. The distribution of completed responses is muchmore controllable than mail or Internet surveys.With telephone surveying,we can establish quotas for completed interviews by county and/or state based on a client’s criteria. Mail surveys rely on those Claussen individuals having the time and propensity to respond. This can easily skewthe sampling of the universe being surveyed. Using the Internet limits a survey to approximately half ofmost target universes. The response to Internet surveys can be further skewed to (more on page 64) Know where you stand. Make the best decisions. (519) 826-0823 www.stratusresearch.com Is it time to build a deeper understanding of the market? To define a new and better strategy? Stratus Research is North America’s leader in syndicated strategic research that benchmarks the leading agricultural brands and agricultural markets. And just like you, agriculture is all we do. We have a long track record working with the best agri-marketers in North America.We understand our client’s needs because we’ve been in their shoes – we’re experienced agri-marketers with corporate experience in seed and crop protection. Our proven research methodologies cover a breadth and depth of angles that help our clients more fully understand their own company and products in the context of competitors and the total market. That’s an advantage you need in an increasingly competitive and fragmented market. That’s insightful, actionable information that drives the strategy behind the most successful brands in agriculture today. The information that drives the strategy behind the most successful brands in agriculture. May 2009 s Agri Marketing 63
May 2009 Supplement