Market (and non-market) Shopper Survey

PLEASE NOTE: INTERVIEWER INSTRUCTIONS IN CAPITALS / DO NOT READ TO RESPONDENT/DO NOT OFFER REFUSED OR DONT KNOW OPTIONS WHEN AVAILABLE ASK 1a of NON-MARKET SHOPPING RESPONDENTS ONLY 1a. Do you do at least half of the grocery shopping for your household? Yes 1 No 2 MUST DO AT LEAST HALF OF THE GROCERY SHOPPING TO QUALIFY

1b. Id like to ask you about the store where you do most of your grocery shopping. What is the name of that store? RECORD BELOW _________________________ 2. How many minutes does it take you to get from your home to that store: READ BELOW /CIRCLE ONE

5 10 minutes 11 20 minutes 21 30 minutes More than 30 minutes

1 2 3 4

3. How you usually travel to that store? READ BELOW/CIRCLE ONE By car 1 Taxi 2 Public transit 3 Walk 4 By bicycle 5
4. Would you please rate the quality of the fresh fruits and vegetables in the grocery store(s) you shop? Is it excellent, good, fair, or poor? SHOW RESPONDENT LAMINATED CARD #1 Excellent 1 Good 2 Fair 3 Poor 4 Very Poor 5 DON'T KNOW/NOT SURE 6 REFUSED 7 last 2 items are not included on the card list but it is an option for interviewers to circle if they have to 5. Still thinking about those stores, how would you rate the prices of the fresh fruits and vegetables? KEEP USING LAMINATED CARD #1 Excellent 1 Good 2 Fair 3 Poor 4 Very Poor 5 DON'T KNOW/NOT SURE 6 REFUSED 7 last 2 items are not included on the list but it is an option for interviewers to use if they have to.


6. Now Im going to ask you about the different ways you might pay at the store where you do most of your grocery

shopping. Do you pay with cash always, very often, sometimes, rarely, or never?
IF RESPONDENT ANSWERS ALWAYS, SKIP OTHERS/GO TO Q.7 ; OTHERWISE CONTINUE READING THE OTHER PAYMENT TYPES, LISTING EACH FREQUENCY

Payment Type

Always

Very Often or Frequently 1 2 3 4 5

Sometimes

Rarely

Never

Cash Credit/Debit Card SNAP/Food Stamps WIC card Any other? PLEASE RECORD ___________________

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

7. Of all of the reasons listed on this card, what is your primary or main reason for choosing where to shop for fruits and vegetables? HAND RESPONDENT LAMINATED CARD#2 /RECORD ONLY ONE ANSWER Reasons Primary reason

Freshness of the fruits and vegetables Variety Prices Cleanliness of the site Convenient location Where items were grown How items were grown

1 2 3 4 5 6
7

8. ASK ONLY NON-FM SHOPPING RESPONDENTS: Have you heard of the (NAME OF THE LOCAL) Farmers Market? No 1 SKIP TO Q. 10 Yes 2 DONT KNOW 3


9a. (Only ask the bolded part of FM shoppers ) Not including today, have you shopped at the (NAME OF THE LOCAL) Farmers Market in the last year? No 1 Yes 2 DONT KNOW 3 9b. Have you shopped at any other farmers market this year? Yes 1 ASK 9c No 2 SKIP TO Q.10 DONT KNOW 3 SKIP TO Q.10 9c. Where is it located? ____________________________________________________ 10. How often do you shop (for food/groceries)- would you sayREAD CHOICES BELOW/RECORD At least once a week 1-3 times a month Less than once a month Less often/hardly ever DONT KNOW/NOT SURE 1 2 3 4 5

11. How many minutes does it take you to get from your home to the farmers market: READ/CIRCLE ONE

5 10 minutes 11 20 minutes 21 30 minutes More than 30 minutes

1 2 3 4

12. How you usually travel to the farmers market? READ/CIRCLE ONE ONLY By car 1 Taxi 2 Public transit 3 Walk 4 Bicycle 5
13. How did you find out about the farmers market? DO NOT READ/ CHECK ALL THAT APPLY SIMPLY FIELD CODE SUBJECTS RESPONSE.] Word of mouth, heard from friends, family members, etc. Walked or drove by Advertising (newspaper, poster, billboard, notice, etc.) Community center/government agency Social media 1 2 3 4 5

Other PLEASE SPECIFY ___________________________ 6


13. How much of your fresh produce do you buy at the market would you say: READ BELOW/CIRCLE ONE ANSWER/ROTATE ANSWERS FOR EACH INTERVIEW All/most 1 More than half 2 About half Less than half Just a little 3 4 5

14. Now Im going to ask you about the different ways you might pay at the farmers market. Do you pay with cash always, very often, sometimes, rarely, or never? IF RESPONDENT ANSWERS ALWAYS, SKIP OTHERS; OTHERWISE CONTINUE READING THE OTHER PAYMENT TYPES, LISTING EACH FREQUENCY]

Payment Type
Cash Check Credit/Debit Card SNAP/Food Stamps (ask at Long Beach Market only) FMNP vouchers (this is for low-income seniors only)

Always 1 2 3 4 5

Very Often or Frequently 1 2 3 4 5

Sometimes 1 2 3 4 5

Rarely 1 2 3 4 5

Never 1 2 3 4 5

15 Now Im going to ask you to compare the farmers market to the store where you do most of your grocery shopping please tell me which one is better on specific items, or whether they are the same. HAND RESPONDENT LAMINATED CARD #3/RECORD BELOW The first item is freshness of fruits and vegetables.... READ EACH FEATURE, I.E. STORE IS BETTER, ETC.

Features

Store is better

Farmers market is better

The same

N/A

Dont know/ Not Sure

Refused

Freshness of fruits and vegetables Variety Prices Cleanliness (interviewer prompt: cleanliness of space) Convenient location and hours

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

FM RESPONDENTS: AFTER COMPLETING QUESTION #15, SKIP TO BASIC DATA


16. ASK ONLY NON FM SHOPPERS: We would like to learn more about the reasons why people might not go to a farmers market. Please tell me whether this is a reason why you dont shop at a farmers market. [Read each reason out loud.] Reasons I dont know where or when to find farmers markets Farmers markets do not have convenient locations or hours The fruits and vegetables at farmers markets arent any fresher than at the grocery store. There is little variety (of produce) at farmers markets I am not familiar with the kinds of fruits and vegetables they sell there Prices are too high Farmers markets dont take food stamps or WIC No one speaks my language BASIC DATA Yes No DONT KNOW

1 2 3 4 5 6 7 8

1 2 3 4 5 6 7 8 8 3

1 2

4 5 6 7

Now, before closing, please help classify our information.

A. CIRCLE GENDER OF RESPONDENT/DO NOT ASK: Female 1 Male 2

B. How many people, including yourself, live in your household? CIRCLE ANSWER : 1 2 3 4 5 or more C. How many adults over the age of 18 would that be? CIRCLE ANSWER 1 2 3 4 5 or more D. How many children under 18 years would that be? CIRCLE ANSWER 1 2 3 4 5 or more
E. Which of the following best describes your race? READ ALL OPTIONS/CIRCLE ANSWER White 1 Black 2 American Indian/Alaskan Native 3 Asian and Pacific Islander 4 One or more races (please specify) _____________________________ 5 Other (please specify) _______________________________________ 6 Dont Know/Not Sure 7 REFUSED 8

F. Do you and/or a member of your household participate in READ BELOW/ FILL IN AN ANSWER FOR EACH ITEM/ IF RESPONDENT REFUSES PLEASE NOTE AS A STATED OPTION BUT RECORD IF THAT IS THE ONLY RESPONSE. Yes Food Stamps/SNAP Program WIC Program food assistance programs (such as a food pantry), please specify: __________________________________ No

Thank you! 5