Marketing research class lectures_136626614-Community-Supported-Fishery-Marketing-Research

Jul 29th, 2015
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Community SupportedFisheryAlex CorwinElizabeth FreyAbel GachouMeghana IndurtiKarmen LeungTable of ContentsExecutive Summary2Secondary Research3Stage One Research Objectives & Questions4Method: Procedure & Rationale4Recruiting & Participant Profiles5Data Reduction Process5Summary of Findings & Supporting Examples5-7Survey Questions7Stage Two Research Objectives & Questions8Method: Procedure & Rationale8Recruiting & Participant Profiles8First Order Analysis9 - 11Second Order Analysis12AppendicesStage 1 A-EStage 2 F-H13Executive SummaryWould a Community Supported Fishery work in Virginia? CommunitySupported Fisheries like Community Supported Agriculture programs guarantee producersa market for their product while giving customers access to fresh local foods. CSFs havebeen successfully launched in Durham, North Carolina and Boston, Massachusetts. Incollaboration with Virginia Sea Grant our research team has set out to determining the idealCSF design with which to target the William and Mary faculty and staff in order tofacilitate an assessment of the feasibility of a CSF in the Williamsburg area. An onlinesurvey was deployed, from which we were able to analyze the responses on 88 members ofthe William and Mary faculty and staff on eight questions regarding the ideal CSFmarketing mix. We found that participants want variety and prefer common finfish,scallops, shrimp, and crab over other species.

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