National Farmers Market Managers Survey (NFMMS)
Potential probe questions for cognitive interviews
April – August 2018
For any/all questions:
How did you arrive at an answer for that question?
In your own words, what does this question/this term mean to you?
Were there any terms used in this section that you did not understand?
Would you need to use your records to answer this question?
Would you need to talk to someone else in your organization to answer this question/section?
Did the respondent leave any cells blank in this section?
Did the respondent read the instructions? If yes, were the instructions clear? If no, why not?
Potential Screening Questions
(1) In your own words, what is a farmers market?
(2) What does the term “in operation” mean to you?
(3) Are there any additional relationships you’d consider for the response list?
Potential Questions 1 – 3
(1) What does the term “site” mean to you?
(1) Does this site stay the same or does it change? Tell me more about that…
(1) Are there any additional sites you can think of that we don’t have listed?
Potential Questions 4-5
(4) Can a market ever be open twice in the same day? If yes, how would you write that into the question?
(4) Observe if the respondent has difficulty completing this table.
(5) Observe if the respondent has difficulty finding their commodities.
Does the respondent know this information for the market?
(5) What do you think of this list of farm products? Is it easy or difficult to navigate? Tell me more about this?
(5) In your opinion, are we missing anything from this list? If so, what?
Potential Questions 6-8
(6) What does the term “reselling” mean to you?
(6) (If yes) how do you know this is happening? Tell me more about that…
(7) Are there other things that farmers markets require from their vendors that may be missing from this list? (If yes) Tell me more about those things..
(8) What does a “typical market day” mean to you?
(8) Does this number change a lot or is it fairly consistent?
(8) How did you arrive at this number? Tell me more about that process…
Potential Questions 9-11c
(9) How did you arrive at any answer for this question?
(9) What does the term “stall” mean to you?
(9) Are all of these stalls the same size?
(9) Can one vendor have multiple stalls?
(9) Did you take the size differences into consideration when arriving at any answer? Tell me more about this….
(10) How did you arrive at an answer for this question?
(10) In the context of this question, what does a producer/vendor mean to you? (E.g., does this include community organizations that may set up a temporary booth?)
(10) Would you need to use your records to answer this question? Talk to someone else?
(11) Tell me more about how this farmers market engages participation from producers/vendors
(11) Is there anything that you would add to the list?
(11a) How confident are you in your answer? Tell me more about this…
(11b) what does “target” mean to you in the context of this question?
(11c) is there anything that you would add to this list?
Potential Questions 12 – 13
(12) How did you arrive at an answer for this question?
(13) Is there anything that you would add to the list?
Potential Questions 14 – 17
(14) How did you arrive at an answer for this question?
(14) What does the term “grant” mean to you?
(14) In your own words, what is the USDA’s Farmers Market Promotion Program?
(15) What other grants came to mind?
(16) How did you arrive at an answer for this question?
(16) What does “first open” mean to you?
(16) In your opinion, is this an easy or difficult question for farmer markets to answer?
(17) How did you arrive at an answer for this question? How confident are you in your answer?
Potential Questions 18 – 20
(18) What does the term “market studies” mean to you?
(18) What about the term “evaluations”?
(18) Is there anything you’d add to this list?
(19) What does the term “distribution/marketing channels” mean to you?
(19) Is there anything you’d add to this list?
(20) What does the term “off-the-shelf” mean to you?
(20) Are you familiar with the USDA AMS Local Food Economics Toolkit? If yes, what is it in your own words?
(20) Would you add anything else to this list?
Potential Questions 21 – 21f
(21) What does operating budget mean to you? How confident are you in your answer? Tell me more about this…
(21a) How confident are you in your answer? Would you need to get this information from someone else? From records? Tell me more about this
(21b) what does the term “collect fees” mean to you? How does this work?
(21c) Observe how respondent fills this out. Do they use their records? Do they make estimates?
(21d) How confident are you in your answer? Tell me more about this…
Potential Questions 22 – 26
(23) What are some examples of health and fitness programs?
(23) In your opinion, is there any other items we should add to this list?
(24) What does the phrase “agricultural education programming” mean to you?
(25) What does the phrase “food waste or conservation work” mean to you?
(25) Is there anything else you would add to this list?
(26) What are some examples of “special events?”
Potential Questions 27 – 29
(27) What is a business incubator?
(27) How confident are you in your answer? (If yes) Can you tell me more about this?
Potential Questions 30 – 34
(30) What some examples of work done by volunteers? Tell me more about this…
(31) Circle any response options that you are unfamiliar with – tell me more about this…
(34) Are there any additional amenities you can think of that you’d add to this list?
General Questions
In your opinion, are we missing any topics in this questionnaire that you would find useful as a farmers market manager?
(If yes) Tell me about these topics. How would this information be useful to you?
How long do you think it would take you to complete this questionnaire?
Would you need to use any records to complete this questionnaire?
Would you need to talk to anyone else to complete this questionnaire?
How would you prefer to complete it? Online? Paper? Telephone? Some other way?
| File Type | application/vnd.openxmlformats-officedocument.wordprocessingml.document |
| Author | Ott, Kathy - NASS |
| File Modified | 0000-00-00 |
| File Created | 2021-01-21 |