Beruflich Dokumente
Kultur Dokumente
Sincerely,
Group 6
Sarah Wusterbarth
Alex Braunecker
Bennie McCoy
Patrick Lawson
TABLE OF CONTENTS
I. Table of Illustrations ............................................. 2
II. Executive Summary ............................................... 3
III. The Research Problem .......................................... 4
IV. Research Objectives .............................................. 5
V. Research Design and Sample Selection ................ 6
VI. Data Analysis and Results ..................................... 7
VII. Limitations .......................................................... 37
VIII. Conclusion ........................................................... 38
IX. Recommendations ............................................... 39
X. References............................................................. 41
XI. Appendix.............................................................. 42
XII. Survey ................................................................... 57
00
TABLE OF ILLUSTRATIONS
FIGURE 1..7
TABLE 18
TABLE 28
FIGURE 2.10
TABLE 3...10
TABLE 4...11
FIGURE 3.12
TABLE 5...12
TABLE 6...13
FIGURE 4.15
TABLE 7...15
TABLE 8...16
TABLE 9...16
FIGURE 5.17
TABLE 10.18
TABLE 11.....18
TABLE 12.19
TABLE 13.21
TABLE 14.21
TABLE 15.23
TABLE 16.24
TABLE 17.25
TABLE 18.25
TABLE 19.26
FIGURE 6........28
FIGURE 729
TABLE 2029
TABLE 21....29
TABLE 2230
FIGURE 8....32
FIGURE 932
TABLE 23....33
TABLE 2433
TABLE 25....33
FIGURE 10......35
TABLE 26....36
The research shows that there is an interest for DIG IN: TOI. Based on our analyses, we found
that respondents were likely to attend based on the element described as a farm to fork
event. Although, gender did not matter when it came to likeliness to attend a farm to fork
event. Respondents based on income, ranging from $0-$100,000, found that price was a
more important factor when considering attending a food festival. When looking at the
likeliness to attend based on locally sourced foods compared with age, we found that the
average respondent was 29 years old, we can infer that 11% of respondents ages 26-34 are
more likely to attend an event based locally sourced foods. When running a predictive
analysis, we found that as satisfaction increased, as travel increased, as more the willingness
to pay more for locally sourced foods increased, as preference for locally sourced meats
increased, the respondents were more likely to attend. Based on an independent samples t-
test and crosstabs chi square analyses, we found that respondents wanted more information
on local breweries and local farms, and that DIG IN: TOI should consider better
communicating their story.
After conducting research of the survey, there are sustainable solutions and education
Indiana residents for Dig IN: TOI. Based on our analyses, we discovered that the method of
finding new destinations to dine at via Dig IN: TOI is how people will become aware of the
participating (new) restaurants. Over 83% of respondents answered either probably yes or
definitely yes to using Dig IN: TOI for new restaurants. There showed weakness of likeliness for
the respondents to actually visit the participating restaurants from Dig IN: TOI. With the use of
Indiana grown produce being the primary reason of Dig IN: TOI, the majority of respondents
were aware of locations to purchase Indiana grown foods. However, there was evidence
within the data presenting a need for reasoning and information for attendees, as to why
there are benefits of buying locally grown produce. Marketing implications for the event
should remain universal, with our findings showing no distinction between genders of
consuming Indiana grown produce. After running independent sample t-tests and paired
sample t-tests, we found respondents prefer more information and better reasoning for visiting
restaurants from Dig IN: TOI, but also have a better understanding of consuming and
purchasing Indiana grown produce.
In conclusion, we found that people are interested in farm to fork events. It is a matter of
spreading more awareness of DIG IN: TOI that will get people to the event. We also found
providing more education for attendees will give them a reason to potentially consume and
purchase more Indiana grown produce.
Industry conditions include a wide range of other farm to fork festival events. This
makes it difficult to persuade many of the same audiences to attend the event
compared to other events. What makes DIG IN a better experience or special
compared to other events? DIG IN differs from others by their ability to provide a
unique experience that offers unique dishes and selections only using Indiana
ingredients. This strategy is to get people more interested in the food locally grown
by teaching them different ways they can create delicious dishes using Indiana
ingredients. Attendees have the opportunity to watch chef demonstrations,
inspired by the popular Food Network Television show, Chopped. These cooking
demos are considered a substitute for entertainment instead of the typical music
performers. Attendees also have the opportunity to try a wide range of beer and
wine options, produced by Indiana breweries and wineries.
In order to meet the presented research objectives, our research was conducted
by the creation of a descriptive research survey. This survey, created with the
application Qualtrics, was sent out to a random sample of respondents.
These respondents not only included a random sample of group members family,
friends, and peers, but also included the entire Dig IN: Taste of Indiana database
of potential respondents. When the survey was closed to potential respondents,
we found that a total of 734 individuals took the time to complete the survey.
Once the final data from the survey was accessible to our group, the IBM
application SPSS was used to analyze the data. This application was used by the
members of our team to conduct statistical research to ultimately improve the
overall success of Dig IN: Taste of Indiana. In order to effectively analyze the data,
our group compared means using various t-tests, ran various ANOVA tests, and
identified any statistical significance that was found in the data.
Analysis #1
The interest for DIG IN: TOI, survey question, was designed on a Likert 5-point scale,
which resulted in metric data. We ran frequencies on the data of this question to
see the interest levels of respondents. We found that 198 respondents stated that
they were moderately interested in DIG IN: TOI. Not much can be interpreted with
this frequencies test so we needed to run a more in depth test so that DIG IN: TOI
can better understand their target market. We compared gender to interest to
DIG IN: TOI by conducting an independent samples t-test.
200
150
Frequency
100
50
0
Not interested at all Slightly interested Moderately Very Interested Extremely
interested Interested
Interest Level
With 95% confidence, we fail to reject the null hypothesis that there is no
difference in the level of interest in Taste of Indiana compared to gender. There
is no difference still.
The p-value is greater than .05 meaning that there is no statistically significant
difference between the means compared.
The likeliness to attend an event like DIG IN: TOI question was designed on a 7-
point Likert scale, making the data metric. We ran frequencies on this question in
order to see the percentage of respondents per answer. We found that 156 of
respondents were moderately likely to attend an event like DIG IN: TOI. Not much
can be said by just running a frequency on one question so we decided to run
the data further. We ran an independent samples t-test comparing likeliness to
attend to gender.
100
80
60
40
20
0
Extremely Moderately Slightly unlikely Neither likely Slightly likely Moderately Extremely likely
unlikely unlikely nor unlikely likely
Likeliness
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
How likely are you to attend Male 75 4.73 1.473 .170
an event with these Female 293 5.28 1.418 .083
elements:
Null Hypothesis: There is no difference in the likeliness to attend an event like Taste
of Indiana compared to gender.
With 95% confidence, we reject the null hypothesis that there is no difference in
the likeliness to attend an event like Taste of Indiana compared to gender. There
is a difference between gender and likeliness to attend an event like Taste of
Indiana.
The p-value is less than .05 so there is a statistically significant difference between
the means compared.
The rate your level of importance in regards to attending a food festival question
was designed on a 5-point Likert scale, making the data metric. We ran
frequencies on this question Rate your level of importance in regard in attending
a food festival Prices. We found that 169 of respondents rate prices as being
the most important when attending a food festival. Not much can be said by just
running a frequency on one question so we decided to run the data further by
running an ANOVA comparing the question to income.
R A T E Y O U R L E V E L O F I M P O R TA N C E I N
R E G A R D S I N A T T E N D I N G A F O O D F E S T I VA L -
PRICE
180
160
140
120
Frequency
100
80
60
40
20
0
Not Important 1 2 3 4 Important 5
Level of Importance
ANOVA
Sum of
Squares df Mean Square F Sig.
Rate your level of Between Groups 54.803 9 6.089 4.904 .000
importance in regards Within Groups 583.564 470 1.242
to attending a food Total 638.367 479
festival. (1 being not
important and...-Prices
Rate your level of Between Groups 4.518 9 .502 .501 .874
importance in regards Within Groups 470.782 470 1.002
to attending a food Total 475.300 479
festival. (1 being not
important and...-
Location
Conclusion: Price was the only variable that showed a statistically significant
difference, so we reject the null hypothesis. All other variables showed no
statistically significant differences, so we fail to reject the null hypothesis.
The likeliness to attend an event if the food is locally sourced, survey question, was
designed on a Likert 7-point scale, which resulted in metric data. We ran
frequencies on the data of this question to see the likeliness levels of respondents.
We found that 173 respondents were moderately likely to attend an event if the
food is locally sourced. Not much can be interpreted with this frequencies test so
we needed to run a more in depth test. We ran a paired samples t-test.
100
80
60
40
20
0
Extremely Moderately Slightly unlikely Neither likely Slightly likely Moderately Extremely likely
unlikely unlikely nor unlikely likely
Likeliness
With 95% confidence, we reject the null hypothesis that there is no difference in
the likeliness to attend an event if food is locally sourced compared with age.
There is a difference.
The mean was 12.6 meaning that average respondent is 29-year-old for this
question. When it comes to locally sourced food 11% of respondents ranging from
ages 26 to 34, are more interested in locally sourced food.
For this analysis, we were dealing with metric data on 5 point and 7 point Likert
scales. We wanted to see if we could predict anything with these variables. We
ran a regression analysis. The questions listed below were the variables that could
be predicted.
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .581a .337 .332 .882
a. Predictors: (Constant), Please indicate how much you prefer each of
the locally produced items? Rate your preference.-Local meats, Please
indicate how satisfied you were with the Taste of Indiana you attended.,
How long (in minutes) are you willing to drive to eat at a specific
restaurant of interest? -Length you are willing to drive in minutes,
Please indicate the extent you agree or disagree with each of the
following statements?-I am willing to pay more for food if I know it is
locally sourced.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 201.205 4 50.301 64.621 .000b
Residual 395.431 508 .778
Total 596.635 512
a. Dependent Variable: Please rate your level of interest in DigIN: Taste of Indiana.
b. Predictors: (Constant), Please indicate how much you prefer each of the locally produced
items? Rate your preference.-Local meats, Please indicate how satisfied you were with the Taste
of Indiana you attended., How long (in minutes) are you willing to drive to eat at a specific
restaurant of interest? -Length you are willing to drive in minutes, Please indicate the extent you
agree or disagree with each of the following statements?-I am willing to pay more for food if I know
it is locally sourced.
Conclusion: There are a least four variables that predict respondents interest in
DIG IN. We reject the null hypothesis that there are no variables to predict the
interest in DIG IN. There is at least one variable that is predictive.
Four variables showed a p-value of being less than .05, so we rejected the null
hypothesis.
For this analysis, we were dealing with categorical data from the question Which
topic would you be interested in learning more background information on?
Check all that apply-The story behind DIG IN: TOI. We wanted to see if we could
find differences with these variables. We ran an independent t-test analysis. The
questions listed below were the variables that could be differences.
Group Statistics
Which topic(s) would you
be interested in learning
more background
information on? Check all
that...-The story behind Dig Std. Error
IN: Taste of Indiana N Mean Std. Deviation Mean
Please rate your level of Does not want information 418 3.33 1.103 .054
interest in DigIN: Taste of Wants information 199 3.95 .986 .070
Indiana.
With 95% confidence, we reject the null hypothesis that there is a statistically
significant difference in the level of interest in Taste of Indiana compared to the
respondents interest in learning more background information about DIG IN.
The p-value is greater than .05 meaning that there is a statistically significant
difference between the means compared.
For this analysis, we were dealing with categorical data. We wanted to see if we
could find a relationship anything with these variables. We ran a crosstabs and
chi square test to see if we could find a relationship. The questions listed below
were the variables that were used.
Crosstab
Have you attended Taste of
Indiana?
Yes No Total
Which topic(s) would Does not want Count 101 312 413
you be interested in information % within Which topic(s) 24.5% 75.5% 100.0%
learning more would you be interested
background information in learning more
on? Check all that...- background information
Local wineries on? Check all that...-
Local wineries
Wants information Count 35 169 204
% within Which topic(s) 17.2% 82.8% 100.0%
would you be interested
in learning more
background information
on? Check all that...-
Local wineries
Total Count 136 481 617
Chi-Square Tests
Asymptotic
Significance (2- Exact Sig. (2- Exact Sig. (1-
Value df sided) sided) sided)
Pearson Chi-Square 4.233a 1 .040
b
Continuity Correction 3.819 1 .051
Likelihood Ratio 4.370 1 .037
Fisher's Exact Test .040 .024
Linear-by-Linear Association 4.226 1 .040
N of Valid Cases 617
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 44.97.
b. Computed only for a 2x2 table
Crosstab
Have you attended Taste of
Indiana?
Yes No Total
Which topic(s) would Does not want Count 73 322 395
you be interested in information % within Which topic(s) 18.5% 81.5% 100.0%
learning more would you be interested
background information in learning more
on? Check all that...- background information
Local breweries on? Check all that...-
Local breweries
Wants information Count 63 159 222
Chi-Square Tests
Asymptotic
Significance (2- Exact Sig. (2- Exact Sig. (1-
Value df sided) sided) sided)
Pearson Chi-Square 8.102a 1 .004
Continuity Correctionb 7.536 1 .006
Likelihood Ratio 7.918 1 .005
Fisher's Exact Test .006 .003
Linear-by-Linear Association 8.089 1 .004
N of Valid Cases 617
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 48.93.
b. Computed only for a 2x2 table
With 95% confidence, we reject the null hypothesis that there is a statistically
significant difference whether the respondent has attended the event and their
interest in learning more background information on local breweries, local
wineries and farms located in Indiana.
The p-value is greater than .05 meaning that there is a statistically significant
difference between the means compared.
H OW M A N Y P L A C E S I N YO U R C O M M U N IT Y C A N
YO U P U R C H A SE I N D I A N A G R O W N P R O D U C E A N D
OT H E R F O O D ?
250
208
200
Number of People
146
150
100 80 72
50
21 23
0
0 1 2 3 4+ I am not sure
Number of Locations That Offer Indiana Grown Produce
200
150 137
121
100
50 26
7
0
None I'm not sure. A little A moderate amount A lot
Response
With 95% confidence, we fail to reject the null hypothesis that there is no
significant difference between the number of places to purchase Indiana grown
produce and how much Indiana produce is consumed.
The p-value is lower than .05 meaning that there is a statistically significant
difference between the means compared.
The likeliness to visit a restaurant after the DIG IN festival question was designed
on a 5-point Likert scale making it metric data. The question, do you think DIG IN
is a reliable way to find new restaurants, was designed on 5-point Likert scale,
making it metric data. We ran frequencies on these questions and found that
45.2% of respondents were very likely to visit a restaurant after attending DIG IN
and that 57.6% of respondents thought that probably, yes, DIG IN is a reliable way
to find new restaurants. Based on these frequencies, we decided to run further
analysis and compare the means through a paired samples t-test.
D O YO U T H I N K TA S T E O F I N D I A NA
I S ( O R WO U L D B E ) A R E L I A BL E W A Y
TO F I N D N E W R E S T UA R A N T S ?
350 333
300
250
200
151
150
100 80
50
4 10
0
Definitely not Probably not Might or might not Probably yes Definitely yes
H OW L I K E LY A R E YO U TO V I S I T A
R E S T UA R A N T A F T E R E N J OY IN G
T H E I R F O O D A T TA S T E O F I N D I A NA ?
60 56
50
40
33
29
30
20
10 6
0
Slightly likely Moderately likely Very likely Extremely likely
With 95% confidence, we reject the null hypothesis that there is no statistically
significant difference between the likelihood of visiting restaurants from Taste of
Indiana and the reliability of finding new restaurants via Taste of Indiana.
The p-value is lower than .05 meaning that there is a statistically significant
difference between the means compared.
The consumption amount for DIG IN: Taste of Indiana, survey question, was
designed on a Likert Five-Point Scale, which resulted in metric data. We ran
frequencies on the data for this question to see the interest level of respondents.
We found that 46.9% of respondents answered Im not sure for their response to
their level of consumption of Indiana grown foods. To find further information, we
needed to run an independent samples t-test so that DIG IN: TOI can better focus
on their target market.
4.7%
22.1%
46.9%
25%
Group Statistics
Gende Std. Std. Error
r N Mean Deviation Mean
How much of what you Male 102 2.72 .905 .090
consume is produced Femal 379 2.85 .944 .049
within Indiana? e
Alternative Hypothesis: There is a difference between the two genders, male and
female.
With 95% confidence, we fail to reject the null hypothesis that there is no
difference in the consumption in Taste of Indiana compared to gender. There is
no still statistical difference.
The p-value is greater than .05 meaning that there is no statistically significant
difference between the means between the gender.
One of the primary limitations of the gathered data is the minimal time
given for our group to distribute the survey to respondents; the respondents
available time to complete the survey is also a variable of the limitations. The
length of the survey may have also contributed to the accuracy of the data. With
our MKG 350 course is 16-weeks long, but the actual research and analysis for the
data occurred over the span of under three weeks. This limits the thorough
analysis our group could have obtained over a longer period of time.
With this event occurring a considerable distance from our research area,
this dilutes the relevant data for our group to diagnosis. There is a higher likeliness
that there are more attendees of the Dig IN festival closer to the destination of
the festival. One limitation we found during the analysis is there were far more
female respondents in comparison to male respondents. The distribution of the
survey could be a possible variable in the overwhelming amount of female
respondents.
There are sustainable solutions and education to be shared with the Dig IN:
TOI attendees. The biggest obstacle is to find a specific reason for not just
attending the Dig IN: TOI event, but allowing the restaurants and vendors to reap
the benefit of the attendees. Over 83% of respondents found Dig IN: TOI to be
reliable source to find new restaurants.
An underlying trend for the findings for sustainable solutions and education
for Indiana grown produce stemmed from lack of reasoning to consume and
purchase local produce. Also, the knowledge of where to purchase Indiana
grown food showed as a deficiency. When asked how many places in your
community can purchase Indiana grown produce and other food?, 208
respondents answered I am not sure to this question. Knowledge, reasoning, and
accessibility are points of emphasis the respondents can benefit from attending
Dig IN.
Based on our first objective on if there is an interest for farm to fork events, we
recommend the following:
Based on our crosstabs and chi square analysis, we also found that
respondents wanted more information on local farms. With this in mind, we
suggest that farmers have more of an involvement at the festival. Farmers
could have a booth next to the chefs where attendees could talk to them
about their work and give out information content.
Based on the findings, find solutions for people who are interested in
knowing about Dig IN: TOI, but also other events tied with farm-to-fork to
attract a bigger audience. In example, the possibility of forming a
membership/exclusive club for interested attendees. This helps create long-
term commitment to the event, but also the potential of acquiring future
attendees with this club.
Burns, Alvin C., and Ronald F. Bush. Marketing Research. 7th ed., Upper Saddle
Analysis #2
Analysis #5
Crosstab
Have you attended Taste of
Indiana?
Yes No Total
Which topic(s) would Does not want Count 90 328 418
you be interested in information % within Which topic(s) 21.5% 78.5% 100.0%
learning more would you be interested
background information in learning more
on? Check all that...- background information
The story behind Dig on? Check all that...-
IN: Taste of Indiana The story behind Dig
IN: Taste of Indiana
Wants information Count 46 153 199
% within Which topic(s) 23.1% 76.9% 100.0%
would you be interested
in learning more
background information
on? Check all that...-
The story behind Dig
IN: Taste of Indiana
Total Count 136 481 617
% within Which topic(s) 22.0% 78.0% 100.0%
would you be interested
in learning more
background information
on? Check all that...-
The story behind Dig
IN: Taste of Indiana
Chi-Square Tests
Crosstab
Have you attended Taste of
Indiana?
Yes No Total
Which topic(s) would Does not want Count 51 217 268
you be interested in information % within Which topic(s) 19.0% 81.0% 100.0%
learning more would you be interested
background information in learning more
on? Check all that...- background information
Local Indiana on? Check all that...-
Restaurants Local Indiana
Restaurants
Wants information Count 85 264 349
% within Which topic(s) 24.4% 75.6% 100.0%
would you be interested
in learning more
background information
on? Check all that...-
Local Indiana
Restaurants
Total Count 136 481 617
Chi-Square Tests
Asymptotic
Significance (2- Exact Sig. (2- Exact Sig. (1-
Value df sided) sided) sided)
Pearson Chi-Square 2.502a 1 .114
Continuity Correctionb 2.202 1 .138
Likelihood Ratio 2.526 1 .112
Fisher's Exact Test .118 .068
Linear-by-Linear Association 2.498 1 .114
N of Valid Cases 617
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 59.07.
b. Computed only for a 2x2 table
Analysis #8
Analysis #10
Introduction Questions
Block Options
1
This semester at Ball State University our Marketing Research Class is working with Dig IN,
a non-profit organization located in Central Indiana. DigIN creates an annual festival that
connects Indiana farmers and chefs together to share premier dishes to the public, including
beer and wine. This survey is exempt under 45 CFR 46.101(b)2. If you have any questions
please contact our professor Dr. Rebecca VanMeter at vanmeter@bsu.edu
This survey is completely confidential and voluntary and will take about 15 minutes.
Our objective is to gather your opinions about the event Taste of Indiana to help DigIN
continually grow in the upcoming years.
Your participation in the survey will help us learn about marketing research through hand-on
experience. For those who complete the survey we will be raffling off 4 gift cards ranging
from $25- $50.
We greatly appreciate your time in taking our survey and your input is much appreciated.
Show Discussion (0)
Page Break
2
According to the Indiana State Department of Agriculture, the Hoosier State is tenth
nationally in total agricultural production and in the top five for crop production.
It's also ranked fifth in the nation for swine production and third for poultry. Indiana
takes the fifth spot for cantaloupe production, sixth for tomatoes and watermelons,
and twelfth for blueberries.
3
Please rate your level of agreement with the following: It is important to support Indiana's
agriculture.
Neither
Strongly Somewhat agree nor Somewhat Strongly
disagree Disagree disagree disagree agree Agree agree
Page Break
4
Dig IN: Taste of Indiana Survey
Dig IN describes the Taste of Indiana as follows: "Dig IN brings our state's rich
agricultural heritage into focus with a celebration of the farm-to-fork experience.
Indianas agricultural and culinary experts lead guests on a journey from field to
tabletop. The annual festival features tastings of Indiana food, beer, wine and other
6
Have you attended Taste of Indiana?
Yes
No
7
How likely are you to attend an event with these elements:
Neither
Extremely Slightly Moderately likely nor Slightly Moderately Extremely
unlikely unlikely unlikely unlikely likely likely likely
Page Break
8
How did you hear about Dig IN's Taste of Indiana event? (Check all that apply)
Newspaper
9
Please indicate which year(s) you have attended Taste of Indiana.
2012
Show Discussion (0)
10
How long did you spend at the festival this year?
0-1 hour 1-2 hours 2-3 hours 4+ hours
Page Break
11
Please indicate how satisfied you were with the Taste of Indiana you attended.
Neither
Extremely Moderately Slightly satisfied nor Slightly Moderately Extremely
dissatisfied dissatisfied dissatisfied dissatisfied satisfied satisfied satisfied
12
Were there any restaurants that did not participate this year but you would like to see in the
future?
Page Break
13
Please indicate how informed you felt about Dig IN's: Taste of Indiana?
Not informed at all Moderately informed Very informed
14
How informed do you feel about where the chefs and restaurants received their ingredients for Taste
of Indiana?
Page Break
15
How likely are you to visit a restaurant after enjoying their food at Taste of Indiana?
Not likely at all Slightly likely Moderately likely Very likely Extremely likely
16
Do you think Taste of Indiana is (or would be) a reliable way to find new restaurants?
Might or might
Definitely not Probably not not Probably yes Definitely yes
17
How many participating restaurants did you visit within 3 months of the festival, as a result
of sampling the food at Dig IN:Taste of Indiana?
0 1 2 3 4 or more
18
If you enjoyed a sample at the Taste of Indiana, how likely would you be to recommend the
following to someone you know?
Restaurants
Breweries
Wineries
Page Break
Import Questions From...
Minutes
Length
you are
willing
to drive
in
minute
s
21
How long (in minutes) are you willing to drive to go to a specific winery or brewery of
interest?
Minutes
Length
you are
willing
to drive
in
minute
s
Page Break
22
How knowledgeable are you about each of the locally produced items?
Prefer a
Do not Prefer moderate Prefer a
prefer slightly amount Prefer a lot great deal
Local meats
Local produce
Local wine
Local beer
24
How many places in your community can you purchase Indiana grown produce and other
food?
0 1 2 3 4+ I am not sure
Page Break
25
How much of what you consume is produced within Indiana?
A moderate
None I'm not sure. A little amount A lot
26
Where do you currently buy your locally grown food?
Neither
agree
Strongly Somewhat nor Somewhat Strongly
Disagree Disagree disagree disagree agree Agree agree
I believe
consuming
locally
grown food
is better for
my health.
I believe
purchasing
locally
grown food
helps
promote my
societies
economy.
I believe
purchasing
locally
grown food
creates a
better sense
of
community.
Page Break
28
Now shifting gears, please refer to any previous food festivals you may have attended or
what you would ideally look for in a food festival.
If you have attended Dig IN's Taste of Indiana please think about that event.
Page Break
29
Please indicate how likely you would be to do each of the following.
30
How interested would you be in a live cooking demonstration by chefs at Taste of Indiana?
Not interested at Slightly Moderately Extremely
all interested interested Very interested interested
31
How interested would you be in going to an event with cooking demonstrations from skilled
chefs?
Not at all Slightly Moderately Extremely
interested interested interested Very interested interested
Page Break
32
What are the most appealing aspects of a food festival? Check all that apply.
Local Wine
33
Please indicate the extent you agree or disagree with each of the following statements?
Neither
agree
Strongly Somewhat nor Somewhat Strongly
Disagree Disagree disagree disagree agree Agree agree
I often
attend
festivals
outside of
my home
town.
I go out of
my way to
buy locally
sourced
foods.
I am willing
to pay more
for food if I
know it is
Neither
likely
nor Slightly
Extremel Moderatel Slightl unlikel unlikel Moderatel Extremel
y likely y likely y likely y y y unlikely y unlikely
Attend an
event if you
know the
food is all
locally
sourced?
Tell others
about a
good
experience
you at at an
event (i.e.,
a festival)?
Not
Important Important
1 2 3 4 5
Prices
Location
All Inclusive Pricing
21 or Older
Family Friendly
Entertainment
Restaurants
Participating
Import Questions From...
Create a New Question
37
DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 67
How knowledgeable do you feel about the farmer's story at Taste of Indiana?
Not
knowledgeable at Slightly Moderately Very Extremely
all knowledgeable knowledgeable knowledgeable knowledgeable
38
How meaningful do you feel the farmer's story is to the Taste of Indiana event?
Not meaningful Slightly Moderately Extremely
at all meaningful meaningful Very meaningful meaningful
Page Break
39
Farm-to-fork is used to refer to the various processes in the food chain from agricultural
production to consumption.
Please answer the next few questions regarding the farm-to-fork experience.
40
Were you previously aware of the "farm-to-fork" concept that is associated with Taste of
Indiana?
Yes No
Page Break
41
How would you like to receive information about the farm-to-fork experience? (Please check
all that apply)
Not
interested in
Attend an Social Hands on Read about receiving Other
event Short Video Media experience it information
42
Which topic(s) would you be interested in learning more background information on? Check
all that apply.
Social Media
Block Options
43
Please keep responding. You are getting very close to being done.
We will now be asking you some questions about social media.
Page Break
44
Do you currently use social media?
Yes
No
45
How much do you use each social media platform each day?
half an Over 2
0-half an hour to 1 1-2 hours hours a
Not at all hour a day hour a day a day day
Twitter
Facebook
Instagram
LinkedIn
Pinterest
Snapchat
Page Break
46
Please indicate your level of agreement with each of the following statements.
47
How much do you believe social media affects you as buyer of a product/service?
Not at all A lilttle A moderate amount A lot
Page Break
48
How much does each social media tool affect the likelihood for your interaction?
A moderate
Not at all A little amount A great deal
Hashtags
Pictures
Short url links
QR codes
Snapchat Filters
49
In the past 30 days, how many times have you re-shared a post over social media?
0 times 1-5 times 6-10 times 11-15 times 15 or more times
Page Break
Q68
Now we would like to ask you a few questions about Dig IN's use of social media.
52
If you attended the Taste of Indiana, would you post on any social media sites about your
time at the event?
Yes Maybe No
53
Which social media site would you post on?
Twitter Youtube
Other
SnapChat
Instagram
Page Break
50
How interested are you in learning about Taste of Indiana through social media?
Not interested at Slightly Moderately Extremely
all interested interested Very interested interested
51
How likely are you to follow Taste of Indiana on these social media platforms?
Neither
likely
Extremely Moderately Slightly nor Slightly Moderately Extremely
unlikely unlikely unlikely unlikely likely likely likely
Twitter
Facebook
Instagram
Snapchat
Import Questions From...
Create a New Question
Demographics
Block Options
54
Finally we would like to learn a little more about you.
This information is important to our work. Please take a moment to fill out the following
demographic information.
59
Please indicate your current age
57
Religion
Christianity Hinduism
Buddhism Atheism
Other
Judaism
Islam
Page Break
58
Please indicate your race.
Associates Doctorate
Other
Bachelors
56
What is your household income class?
Single Separated
Other
Married
Divorced
62
How many children do you have?
0 4
1 5
2 6
3 7 or More
Page Break
Q69
Thank you so much for your participation. We greatly appreciate your time.
We will be doing a drawing on November 8th for everyone who completed the survey.
Q70
Please provide us with your first and last name and the e-mail address.
You will only be contacted if you are a winner.