[FMC] Revised manual for counts and other research methods

[Lev, Larry - AREC]

Oregon State University has just released a revised version (the sixth!)
of our manual that provides detailed instructions for conducting
research in farmers' markets. The goal has always been to enable markets
to be self-sufficient in collecting the data needed to document what is
going on in markets and to improve their performance. Here is a link to
the manual:
 
http://extension.oregonstate.edu/catalog/pdf/sr/sr1088-e.pdf
 
Having the personnel to conduct visitor counts is definitely  a
challenge for many markets. As a result, we have always suggested that
the sampling method that Stacy outlined in her post is means of getting
an acceptable estimate of market attendance. Initially we proposed 10
minute per hour counts as being accurate enough. In the revised manual,
we now say that 20 minute per hour counts are preferred and 10 minute
per hour counts are acceptable. There is of course nothing wrong with
doing continuous counts it is just that they require much more
personnel. 
 
In terms of frequency of counts over a market season, once a season is
better than never, once a month is better than once a season, and every
market is better than once a month. Oregon markets that collect
attendance data every market have a much better understanding of how
weather, seasonality, and holidays influence customer counts.  
 
As an example of how to interpret the data collected, my local market
has been collecting attendance data on a several times a season basis
since 1998. In that first year, attendance was around 1800. Last year
the average attendance was more like 3700. The first count this year was
5500 but it was taken on "Moms Weekend" -- the weekend that the moms of
OSU students visit their kids. Two subsequent counts have been at 4500.
Having taken the counts, the market knows the following:
 

*	Moms Weekend boosted attendance about 20%
*	Market attendance appears stronger this year than last despite
the lousy economy and the late season (it has been cold and rainy here)
*	The season has a long way to go so more counts later in the
season are necessary

 
The manual also provides detailed instructions for conducting "dot
surveys" in your market. Dot surveys (aka dot posters)  were developed
as a low cost, accurate, and fun alternative to traditional survey
methods.
 
Larry

Larry Lev 
Professor and Extension Marketing Specialist 
Department of Agricultural and Resource Economics 
221C Ballard Extension Hall 
Oregon State University 
Corvallis, Oregon  97331-3601 
541 737 1417 
FAX  541 737 2563 
EMAIL: larry.lev at oregonstate.edu 

	-----Original Message-----
	From: fmc-bounces at lists.farmersmarketcoalition.org
[mailto:fmc-bounces at lists.farmersmarketcoalition.org] On Behalf Of Deb
Churchill
	Sent: Tuesday, June 10, 2008 6:17 AM
	To: Farmers Market Coalition listserv
	Subject: Re: [FMC] Visitor Counts
	
	

	We do head counts one weekend a month from May through
September. We have a person at each main entry point to the Market with
clickers. We do counts for six hours during our prime time on Saturday's
and four hours on Sunday's. This is our fourth summer doing this and it
has worked well for us.

	 

	 

	Deb Churchill

	Property Manager

	The City Market

	20 E. 5th Street, Suite 201

	Kansas City, MO  64106

	p: 816-842-1271  f: 816-471-6168

	dchurchill at cwbkc.com

	a copaken white blitt managed property 

	From: fmc-bounces at lists.farmersmarketcoalition.org
[mailto:fmc-bounces at lists.farmersmarketcoalition.org] On Behalf Of
Kimberly Rush Lynch
	Sent: Monday, June 09, 2008 8:31 PM
	To: fmc at lists.farmersmarketcoalition.org
	Subject: [FMC] Visitor Counts

	 

	Greetings!
	
	First, I just wanted to thank all of you who responded to my IRS
question.  Many, many thanks!  I have one more question to ask regarding
counting visitors.  How often and for how long do you count folks, and
then what do you do with that info (as far as extrapolation goes)?  I
just want to make sure we're capturing our visitor info correctly.  I
look forward to hearing about your experiences.
	
	With much appreciation,
	Kim
	
	-- 
	Kimberly Rush Lynch
	kim.rush.lynch at gmail.com
	301.356.4731
	
	
	www.Cultivating-Health.com
	www.GreenbeltFarmersMarket.org
	www.provencaljourney.blogspot.com
	
	
	
	
	
	
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