Research Report 1

December 6th, 2016
Dr. Rebecca VanMeter

Professor of Marketing
Ball State University
2000 W. University Ave.
Muncie, IN 47306
Dear Dr. VanMeter,
Enclosed is our report, prepared on behalf of DIG IN: A Taste of Indiana

concerning if there is an awareness for farm to fork festivals and sustainable
solutions for DIG IN: A Taste of Indiana. The findings enclosed benefit DIG IN: A
Taste of Indiana by conveying if there is an awareness for farm to fork festivals in
Indiana and solutions to help sustain future festivals by educating Indiana
residents on local cuisine. The main findings of our report are the following:
1. There is an interest for farm to fork events

2. There are sustainable solutions for DIG IN: A Taste of Indiana
3. There are ways that Indiana residents can be more educated on Indiana
food and agriculture
We appreciate the opportunity of working with a great festival that supports

Indiana food and agriculture. This research project has allowed us to expand our
knowledge in marketing research, but has also allowed us to learn more about
Indianas food and agriculture. This project has allowed us to dig deep into a real
marketing research experience by giving us a hands-on experience to asses a
real company and learn how to come up with practical solutions to achieve a
wider customer base and cater to those customers wants and needs. We hope
our findings will be an asset to DIG IN: A Taste of Indiana and help them improve
their festival with increased attendance and sustainability.
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
DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 2

EXECUTIVE SUMMARY
This report was commissioned to examine if there is an interest in DIG IN: Taste of Indiana, if
there are sustainable solutions for the event, and if there is a desire for education on Indiana
agriculture.
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.
Our recommendations are as follows:

Emphasize local breweries with promotional content
Farmers and chef involvement with having their own booths
Small farmers market within event
Keep pricing the same
Information on where to purchase local items
Promote knowledge more often
Benefits/reasoning for local produce consumption
Interest of vendors/restaurants with promotional content
Incentivize for attendance

THE RESEARCH PROBLEM
DIG IN: A Taste of Indiana is a farm to fork festival that provides locally sourced
food, wine and beer to Indiana residents. The purpose of DIG IN is to connect
Indiana residents to Indiana food and agriculture through education, experience
and conversation. DIG IN works with a variety of farmers and chefs to provide
locally sourced ingredients to Indiana residents at their festival held every year,
which is centralized to the Indianapolis area. DIG IN was created by discovering
a lack of interest in Indiana agriculture. Many residents arent aware or educated
about Indianas locally grown and raised ingredients. This lack of awareness
sparked an idea in Brian Blackford, President of DIG IN. His research entailed that
most of the food Hoosiers allocate is 90% imported from other states. With Indiana
ranking in the top 10 of the nation's most valuable agricultural state, it should be
required for Indiana to have a food identity.
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.
Some of the issues we want to investigate is Indianas lack of awareness of farm

to fork concept and lack of sustainable solutions and connections with Indiana
residents and Indiana food and agriculture. Considering DIG IN is a fairly new
organization overseeing many different operations and events we felt it was
important to focus on DIG INs purpose, getting people excited about Indiana
food and agriculture. DIG INs mission is to connect people to Indiana food and
agriculture. We witness these two issues as the primary issues on the basis of our
research, because if there isnt an interest for the farm to fork concept in Indiana
then DIG IN should consider investing their fundraising in other business
opportunities.
It is important to find insight to this research problem because we believe it is the

DIG IN whole purpose is to reach Indiana residents through connections and
experiences with Indiana food and agriculture. Maintaining a sustainable interest
and connection with Indiana food and agriculture is the ideal goal for Dig IN. This
helps the event gain exposure to potential people who are interested. Finding the
connections of interest and sustainability will allow the event to prosper in the
future.

RESEARCH OBJECTIVES
Based on the problems presented by Brian Blackford, we decided to narrow out

research down to two research objectives. Blackford was interested in conveying
if there is an interest for farm to fork events, which sparked our interest for our first
research objective stated in the following:
Conduct an online survey from a convenience sample of our friends and

family and DIG INs database to determine if there is an interest for farm to
fork events in Indiana.
In Blackfords SWOT Analysis, we observed that there are 700 festivals in Indiana.
Based on this observation, we want to see if there was an interest or awareness of
DIG IN: A Taste of Indiana. Using this research objective, we ran many different
analyses in order to support it.
Blackford stated that he was concerned with sustainability and education of

Indiana residents to DIG IN: Taste of Indiana, which made us creative our second
objective:
Conduct an online survey to a convenience sample of our friends, family,
and Dig INs database to achieve sustainable solutions and connections
with Indiana residents on the basis of Indiana food and agriculture.
In the Blackfords SWOT Analysis, we observed there were opportunities for

reaching out to all markets to help create sustainability for Dig IN. We also
wanted to find ways to educate Indiana residents on Indiana food and
agriculture. Based on this objective, we ran many different analyses in order to
support our second objective.

RESEARCH DESIGN AND SAMPLE SELECTION
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.
In order to reach the intended audience, our group needed to formulate a

strategy that would effectively reach the potential survey participant in a
convenient, effective manner. We did this by the use of email, social media
promotion, and a simple text message of the link to a prospects cell phone. In
addition, the survey was sent out to the Dig IN: TOI database via email. This
database also provided a number of responding individuals to our 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.

DATA ANALYSIS AND RESULTS
Objective Focus #1:
Is there an interest for farm to fork events?
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.
RATE YOUR INTEREST LEVEL

FOR DIG IN: TASTE OF INDIANA
250
200
150
Frequency
100
50
0
Not interested at all Slightly interested Moderately Very Interested Extremely
interested Interested
Interest Level

Group Statistics
Gende Std. Std. Error
r N Mean Deviation Mean
Please rate your level of Male 102 3.55 1.040 .103
interest in DigIN: Taste of Femal 379 3.65 1.096 .056
Indiana. e
Independent Samples Test

Levene's Test
for Equality of
Variances t-test for Equality of Means
95%
Confidence
Sig. Std. Interval of the
(2- Mean Error Difference
taile Differe Differe Low Upp
F Sig. t df d) nce nce er er
Please rate Equal .169 .681 -. 479 .396 -.103 .121 -.34 .135
your level variances 8 0
of interest assumed 4
in DigIN: 9
Taste of Equal -. 166.4 .383 -.103 .117 -.33 .129
Indiana. variances 8 13 4
not 7
assumed 5
Null Hypothesis: There is no difference in the level of interest in Taste of Indiana

compared to gender.
Alternative Hypothesis: There is a difference.
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.
*Based on the data provided, there is no statistically significant difference

between the gender and the level of interest in DIG IN: A Taste of Indiana, with a
95% level of confidence. Therefore, we fail to reject the null for this hypothesis.

What Does This Mean?
We ran an independent samples t-test to find if there was not a significant
difference between gender and the level of interest in DIG IN: TOI. Differences did
not exist. The results showed that respondents did not have any differences in
interest levels compared to gender. Meaning that DIG IN: TOI should not focus on
just one gender as their target market since the interest levels do not show any
significant difference between males and females. This is important for the client
because they do not have to promote/target a specific gender.

Analysis #2
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.
HOW LIKELY ARE YOU TO

ATTEND AN EVENT WITH THESE
ELEMENTS?
180
160
140
120
Frequency
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:

Levene's Test
for Equality of
95%
Confidence
Sig. Interval of the
(2- Mean Std. Error Difference
F Sig. t df tailed) Difference Difference Lower Upper
How likely are Equal .184 .668 - 366 .003 -.547 .185 -.910 -.183
you to attend variances 2.955
an event with assumed
these Equal - 111.647 .005 -.547 .189 -.921 -.172
elements: variances not 2.888
assumed
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.
*Based on the data provided, there is a statistically significant difference between

the gender and likeliness to attend an event, with a 95% level of confidence.
Therefore, we reject the null for this hypothesis. *

We ran an independent samples t-test to find if there was a significant difference
between gender and the likeliness to attend DIG IN: TOI. Differences did exist. The
results showed that respondents do have a difference in the likeliness to attend
and gender. This benefits DIG IN: TOI because respondents are interested in
elements of a farm to fork event.
Analysis #3
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
important and...-
Location

important and...-All
Inclusive Pricing
Rate your level of Between Groups 18.102 9 2.011 .975 .460
important and...-21 or
Older
important and...-Family
Friendly
important and...-
Entertainment
important and...-
Restaurants
Participating
Rate your level of importance in regards to

attending a food festival. (1 being not important
and...-Prices
Scheffea,b
Subset for alpha = 0.05
Income N 1 2
$175,001 - $200,000 21 2.86
$250,001 + 26 3.12 3.12

$200,001 - $250,000 19 3.32 3.32
$150,001 - $175,000 28 3.50 3.50
$125,001 - 150,000 41 3.61 3.61
$100,001 - $125,000 60 3.88 3.88
$0 - $25,000 81 3.90 3.90
$75,001 - $100,000 67 4.04
$50,001 - $75,000 73 4.05
$25,001 - $50,000 64 4.09
Sig. .067 .120
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 36.754.
b. The group sizes are unequal. The harmonic mean of the
group sizes is used. Type I error levels are not guaranteed.
Null Hypothesis: There is no difference in income compared to importance of

price.
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.

Income was only relevant when it came down to price. Incomes levels $0-
$100,000 show price as a high importance. This means that when looking at going
to a food festival, respondents make their decision to go strongly based on price.
We cannot infer if they look for a higher price or a lower price in attending, but
they do make their decisions based on price, whether high or low.

Analysis #4
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.
HOW LIKELY ARE YOU TO ATTEND

AN EVENT IF THE FOOD IS
LOCALLY SOURCED?
200
180
160
140
120
Frequency
100
80
60
40
20
0
Extremely Moderately Slightly unlikely Neither likely Slightly likely Moderately Extremely likely
unlikely unlikely nor unlikely likely
Likeliness
Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean
Pair 1 Please indicate your current 17.78 481 15.259 .696
age
Please indicate how likely 5.19 481 1.480 .067
are you to do each of the
following.-Attend an event if
you know the food is all
locally sourced?

Paired Samples Correlations
N Correlation Sig.
Pair 1 Please indicate your current 481 .053 .247
age & Please indicate how
likely are you to do each of
the following.-Attend an
event if you know the food is
all locally sourced?
Paired Samples Test

Paired Differences
95% Confidence
Interval of the
Std. Std. Error Difference Sig. (2-
Mean Deviation Mean Lower Upper t df tailed)
Pair Please indicate 12.593 15.252 .695 11.226 13.959 18.107 480 .000
1 your current age -
Please indicate
how likely are you
to do each of the
following.-Attend
an event if you
know the food is all
locally sourced?
Null Hypothesis: There is no difference in the likeliness to attend an event if food is

locally sourced compared with age.
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 p-value is less than .05 so there is a statistically significant difference between
the means compared.

the age and the likeliness to attend an event if you know the food is locally
sourced, with a 95% level of confidence. Therefore, we reject the null for this
hypothesis. *

We ran a paired samples t-test to find if there was a significant difference
between age and the likeliness to attend an event if the food is locally sourced.
Differences did exist. The results showed that respondents do have a difference in
the likeliness to attend an event with locally sourced food and age. This benefits
DIG IN: TOI because they know that age is a factor when it comes to locally
sourced food and getting more attendees.
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.

Analysis #5
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.

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.043 .142 14.388 .000
Please indicate how satisfied .152 .016 .365 9.753 .000
you were with the Taste of
Indiana you attended.
How long (in minutes) are .005 .001 .135 3.596 .000
you willing to drive to eat at a
specific restaurant of
interest? -Length you are
willing to drive in minutes
Please indicate the extent .149 .028 .212 5.287 .000
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.
Please indicate how much .133 .034 .156 3.920 .000
you prefer each of the locally
produced items? Rate your
preference.-Local meats
a. Dependent Variable: Please rate your level of interest in DigIN: Taste of Indiana.
Null Hypothesis: No variables predict the interest in DIG IN.
Alternative Hypothesis: At least one variable is predictive.
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.

What does this mean?
We interpreted the data by each variable in the list below:
As satisfaction increases, they are more interested in attending

As the length of travel increases, the more interested they are in attending
As the more willing they are to pay more for locally sourced foods increases,
they are more interested in attending
As their preference in local meats increased, they are more interested in
attending
When it comes to these four variables (increasing in satisfaction, increasing in the

length of travel, increasing willingness to pay more for locally sourced foods, and
increasing preference to local meats), the more respondents were more
interested in DIG IN: TOI.

Analysis #6
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.

Levene's Test
for Equality of
95%
Confidence
Sig. Interval of the
(2- Mean Std. Error Difference
F Sig. t df tailed) Difference Difference Lower Upper
Please rate Equal 6.218 .013 - 615 .000 -.629 .092 -.810 -.449
your level of variances 6.848
interest in assumed
DigIN: Taste Equal - 431.547 .000 -.629 .088 -.803 -.456
of Indiana. variances not 7.126
assumed

compared to the respondents interest in learning more background information
about DIG IN.
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

between the respondents interest in learning more background information on
DIG IN and the level of interest in DIG IN: TOI. Differences did exist. The results
showed that respondents do have differences in interest levels compared to
background information on the story behind DIG IN: TOI. Meaning that DIG IN: TOI
should focus on telling their story more to the target publics, which the client is
aware. This is important for the client because it shows them a reassurance that
they need to find a better way to communicate their message.

Analysis #7
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.
Which topic would you be interested in learning more background information

on? Farms Located in Indiana
Crosstab
Have you attended Taste of
Indiana?
Yes No Total
Which topic(s) would Does not want Count 69 325 394
you be interested in information % within Which topic(s) 17.5% 82.5% 100.0%
learning more would you be interested
background information in learning more
on? Check all that...- background information
Farms Located in on? Check all that...-
Indiana Farms Located in
Indiana
Wants information Count 67 156 223
% within Which topic(s) 30.0% 70.0% 100.0%
would you be interested
in learning more
background information
on? Check all that...-
Farms Located in
Indiana
Total Count 136 481 617
in learning more
Farms Located in
Indiana

Chi-Square Tests
Asymptotic
Significance (2- Exact Sig. (2- Exact Sig. (1-
Value df sided) sided) sided)
Pearson Chi-Square 13.015a 1 .000
Continuity Correctionb 12.296 1 .000
Likelihood Ratio 12.676 1 .000
Fisher's Exact Test .000 .000
Linear-by-Linear Association 12.994 1 .000
N of Valid Cases 617
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 49.15.
b. Computed only for a 2x2 table

on? Local Wineries
Crosstab
Indiana?
Yes No Total
Local wineries on? Check all that...-
Local wineries
in learning more
Local wineries

in learning more
Local wineries
Chi-Square Tests
Asymptotic
b
Continuity Correction 3.819 1 .051

on? Local Breweries
Crosstab
Indiana?
Yes No Total
Local breweries on? Check all that...-
Local breweries

in learning more
Local breweries
in learning more
Local breweries
Chi-Square Tests
Asymptotic
Null Hypothesis: There is no relationship in whether the respondent has attended

the event and their interest in learning more background information.
Alternative Hypothesis: There is a relationship.
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

We fail to reject the null hypothesis when finding a relationship between a
respondents attendance and their interest in learning more background
information in local Indiana restaurants and the story behind DIG IN.

We ran crosstabs and chi square test to find if there was a significant relationship
between the respondents interest in learning more background information on
DIG IN and whether they have attended DIG IN. Differences did exist. The results
showed that respondents do have relationship in whether they want background
information about local breweries, local wineries and farms that are located in
Indiana. Referring to the crosstabs table, we found that respondents that have
attended the event want more background information on local breweries and
farms that are located in Indiana. However, we found that there is a relationship
between respondents attendance and whether they were interested in learning
more background information on local wineries, but the percentage of
respondents that have attended did not want any information. Meaning that
DIG IN: TOI should focus on providing more information of breweries and farms
located in Indiana.

Objective Focus #2:
What are the sustainable solutions and connections

with Indiana residents to Indiana food and
agriculture?
Analysis #8
The number of places to purchase Indiana grown produce in communities Dig

IN: TOI, survey question was designed on a 6-point scale, ultimately resulting in
metric data. We first ran frequencies on the data to find the most popular
selection, the mode, then ran a paired sample test to find the mean response
to the question. We found that 208 respondents, or 37.8% of participants, selected
the I am not sure option. We next wanted to compare the How much of what
you consume is produced within Indiana? Dig IN, TOI survey question to the
original number of places to purchase question. We did this by first running the
two questions through a paired sample t-test, and compared the resulting means.
Finally, we ran a paired sample correlation to find any statistical significance.
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

H O W M U C H O F W H AT YO U C O N S U M E I S
P R O D U C E D W I T H I N I N D I A N A?
300
257
250
Number of People
200
150 137
121
100
50 26
7
0
None I'm not sure. A little A moderate amount A lot
Response

Std. Std. Error
Mean N Deviation Mean
Pair How many places in your 4.68 548 1.407 .060
1 community can you
purchase Indiana grown
produce and other food?
How much of what you 2.82 548 .949 .041
consume is produced
within Indiana?
Paired Samples Test

Paired Differences
95% Confidence
Std. Std. Interval of the
Mea Deviatio Error Difference Sig. (2-
n n Mean Lower Upper t df tailed)
P How many 1.85 1.732 .074 1.714 2.005 25.1 547 .000
ai places in your 9 38
r community can
1 you purchase
Indiana grown
produce and
other food? -
How much of
what you

consume is
produced within
Indiana?

N Correlation Sig.
Pair How many places in your 548 -.044 .301
1 community can you
purchase Indiana grown
produce and other food?
& How much of what you
consume is produced
within Indiana?
Null Hypothesis: There is no significant difference between the number of places

to purchase Indiana grown produce and others, and how much Indiana produce
is consumed.
Alternative Hypothesis: There is a statistically significant different between the

number of places to purchase Indiana grown produce and others, and how
much Indiana produce is consumed
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

the number of places to purchase Indiana grown produce and how much
Indiana produce is consumed. Therefore, we fail to reject the null for this
hypothesis. *

Our group ran a paired samples t-test to find if there was a significant difference
between the number of places to purchase Indiana grown produce and how
much Indiana produce is consumed by respondents. The results show that
respondents did, in fact, show a statistically significant difference between
consumption and places to purchase local produce. For Dig IN: TOI, the data
provided suggests that although most respondents are aware of locations that
carry Indiana produce, they are still not consuming a large amount of Indiana
produce. This data will benefit Dig IN: TOI in regards to positively promoting the
consumption of local Indiana produce. Dig IN: TOI must be able to develop
strategies to convince attendees to purchase Indiana produce more regularly.

Analysis #9:
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

Std. Std. Error
Mean N Deviation Mean
Pair How likely are you to visit 3.87 124 .826 .074
1 a restaurant after enjoying
their food at Taste of
Indiana?
Do you think Taste of 4.23 124 .697 .063
Indiana is (or would be) a
reliable way to find new
restaurants?

N Correlation Sig.
Pair How likely are you to visit 124 .447 .000
1 a restaurant after enjoying
their food at Taste of
Indiana? & Do you think
Taste of Indiana is (or
would be) a reliable way
to find new restaurants?
Paired Samples Test

Paired Differences
95% Confidence
Std. Std. Interval of the
Mea Deviatio Error Difference Sig. (2-
n n Mean Lower Upper t df tailed)
P How likely are -.35 .808 .073 -.499 -.211 - 123 .000
air you to visit a 5 4.88
1 restaurant after 8
enjoying their
food at Taste of
Indiana? - Do
you think Taste
of Indiana is (or
would be) a
reliable way to
find new
restaurants?

Null Hypothesis: 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.
Alternative Hypothesis: There is a statistically significant difference.
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

the likelihood of visiting restaurants from Taste of Indiana, and the reliability of
finding new restaurants via Taste of Indiana, with a 95% level of confidence.
Therefore, we reject the null for this hypothesis. *

We ran paired-sample t-test between the two questions, and found that the data
did not support the null hypothesis. Meaning, in simpler terms, there is indeed a
statistically significant difference between the likelihood of visiting restaurants
from Taste of Indiana, and the reliability of finding new restaurants through Taste
of Indiana. We can conclude that these people will more than likely refer to Dig
IN as a potential method to locate new restaurants via farm-to-fork vendors from
around the state. This means the responses to the questions of respondents were
more likely to simply agree that Dig IN would be a reliable way to find new
restaurants. Attendees are likely to enjoy the farm-to-fork vendors, but not as likely
to put their enjoyment into action by going to eat at the farm-to-fork restaurants.

Analysis #10:
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.
How much of what you consume is produced within Indiana?

1.3%
4.7%
22.1%
46.9%
25%
None I'm not sure. A little A moderate amount A lot
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

Levene's
Test for
Equality of
95%
Confidence
Sig. Std. Interval of the
(2- Mean Error Difference
taile Differe Differe Low Upp
F Sig. t df d) nce nce er er
How much Equal .149 .699 - 479 .18 -.139 .104 -.34 .066
of what variances 1.3 3 4
you assumed 33
consume is Equal - 165.0 .17 -.139 .102 -.34 .062
produced variances 1.3 37 4 0
within not 66
Indiana? assumed

compared to gender.
Alternative Hypothesis: There is a difference between the two genders, male and
female.
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.
*Based on the data provided, there is no statistically significant difference

between the gender and the consumption amount for Indiana grown food for
DIG IN: Taste of Indiana, with a 95% level of confidence. Therefore, we fail to reject
the null for this hypothesis. *

between genders in regards of the consumption of Indiana grown foods. The
results showed there was no difference between genders for consumption of
Indiana grown foods. This is beneficial to DIG IN: TOI because they now can
reinforce there should not be specified marketing towards either gender.

LIMITATIONS
The accuracy of the survey is limited within the provided parameters. The
number of participating in the survey were just over 730 respondents. This sample
size is a respectable amount, however, there are some groups that are not
represented or minimally represented from the data from the survey. The
participants from the survey were less than () of the respondents. Amongst the
limited number of respondents, very few were actual students.
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.

CONCLUSION
In conclusion, we found that there is an interest in DIG IN based on our

analyses. Its a matter of making sure people are aware of the event and getting
them there. The story of DIG IN seems to interest people and respondents show
that they would like more information on the story behind DIG IN. People were
interested in more information about local breweries and farms. Respondents
ages 26-34 were more likely to attend based on locally sourced foods, which
makes up 11% of total respondents.
The description of elements that make up a farm to fork event made

respondents more likely to attend an event like DIG IN. Price was found to be
more important to respondents when considering attending a festival compared
to other elements that make up a food festival. We also predicted that as
satisfaction increased, as length of travel increased, as the willingness to pay
more for locally sourced foods increased, as preferences for local meats
increased, the more interested respondents were in attending DIG IN.
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.

RECOMMENDATIONS
Based on our first objective on if there is an interest for farm to fork events, we
recommend the following:
Based on respondents likeliness to attend a farm to fork event, we suggest

that DIG IN should promote local breweries more. Suggestions that we have
during the festival would be to give out promotional content like gift card
contests and coupons.
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.
Another suggestion for farmer involvement would be to possibly have a

small farmer's market within the festival. This would encourage attendees to
purchase local foods from the farmers who participate in DIG IN.
Based on our regression analysis, we suggest to keep pricing the same. We

found that people are more willing to pay more for locally sourced food as
their interest in DIG IN increased. Since they are more willing to pay more,
we suggest keeping the all-inclusive price of the event the same.
Also based on regression, we found suggest to provide information on

where to purchase local meats or information on what farmers provide
local meats. People had more of a preference for local meats as their
interest for DIG IN increased. Having a booth with information on local
meats or having local meats in a farmers market within the festival would
be a good idea for DIG IN to accommodate the wants of attendees.
We suggest that DIG IN advertises their story more. We found that

respondents are interested attending DIG IN and wanting more information
about the story. We suggest that DIG IN re-evaluates the way that they
execute their story.

Based on our second objective on sustainability and connections to Indiana
residents, we recommend the following:
Based on the findings, we recommend providing educational information

with benefits as to why attendees should begin to consume more Indiana
grown produce. This educational information would be accessible to the
people attending Dig IN through various booths, randomly placed
throughout the event. Some possible solutions would be having vendors
from local food markets promoting their produce. Also, having samples of
their produce or voucher incentives for purchasing locally.
Based on findings, gender, in regards to consumption of Indiana grown

foods, does not have a significance within our findings. So, marketing and
promotion should be continuously aimed towards both female and male
attendees.
Based on the findings, we recommend creating excitement and attraction

to the restaurants at Dig IN: TOI. Attendees do find Dig IN: TOI as a reliable
way of finding new restaurants, however, they are not as likely to visit the
restaurants of interest. So, giving exclusive offers for attendees would drive
more traffic for participating restaurants.
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.

REFERENCES
Burns, Alvin C., and Ronald F. Bush. Marketing Research. 7th ed., Upper Saddle
River, Pearson, 2016.
DIG IN A Taste of Indiana, DIGIN, 2016. Accessed 4 Dec. 2016.

APPENDIX
General Figures to Reference

Analysis #1
Analysis #2

Analysis #3

attending a food festival. (1 being not
important and...-Location
Scheffea,b
Subset for alpha
= 0.05
Income N 1
$175,001 - $200,000 21 3.62
$25,001 - $50,000 64 3.86
$250,001 + 26 3.88

$150,001 - $175,000 28 3.89
$50,001 - $75,000 73 3.90
$100,001 - $125,000 60 3.93
$0 - $25,000 81 3.94
$200,001 - $250,000 19 3.95
$75,001 - $100,000 67 3.97
$125,001 - 150,000 41 4.15
Sig. .825
Means for groups in homogeneous subsets are
displayed.
b. The group sizes are unequal. The harmonic mean of
the group sizes is used. Type I error levels are not
guaranteed.

important and...-All Inclusive Pricing
Scheffea,b
Subset for alpha
= 0.05
Income N 1
$175,001 - $200,000 21 3.10
$250,001 + 26 3.27
$125,001 - 150,000 41 3.39
$100,001 - $125,000 60 3.52
$200,001 - $250,000 19 3.53
$25,001 - $50,000 64 3.67
$150,001 - $175,000 28 3.68
$50,001 - $75,000 73 3.71
$75,001 - $100,000 67 3.72
$0 - $25,000 81 3.78
Sig. .786
displayed.
guaranteed.

important and...-21 or Older
Scheffea,b
Subset for alpha
= 0.05
Income N 1
$200,001 - $250,000 19 2.16
$175,001 - $200,000 21 2.33
$125,001 - 150,000 41 2.34
$25,001 - $50,000 64 2.38
$100,001 - $125,000 60 2.47
$50,001 - $75,000 73 2.52
$0 - $25,000 81 2.58
$75,001 - $100,000 67 2.70
$250,001 + 26 2.73
$150,001 - $175,000 28 3.07
Sig. .592
displayed.
guaranteed.

important and...-Family Friendly
Scheffea,b
Subset for alpha
= 0.05
Income N 1
$250,001 + 26 2.54
$25,001 - $50,000 64 2.80
$125,001 - 150,000 41 2.85
$100,001 - $125,000 60 2.90
$175,001 - $200,000 21 2.90

$50,001 - $75,000 73 3.01
$200,001 - $250,000 19 3.11
$75,001 - $100,000 67 3.12
$150,001 - $175,000 28 3.32
$0 - $25,000 81 3.37
Sig. .722
displayed.
guaranteed.

important and...-Entertainment
Scheffea,b
Subset for alpha
= 0.05
Income N 1
$250,001 + 26 3.04
$175,001 - $200,000 21 3.05
$200,001 - $250,000 19 3.11
$50,001 - $75,000 73 3.12
$25,001 - $50,000 64 3.27
$125,001 - 150,000 41 3.29
$75,001 - $100,000 67 3.36
$100,001 - $125,000 60 3.37
$0 - $25,000 81 3.49
$150,001 - $175,000 28 3.71
Sig. .767
displayed.
guaranteed.

important and...-Restaurants Participating
Scheffea,b
Subset for alpha
= 0.05
Income N 1
$75,001 - $100,000 67 3.70
$50,001 - $75,000 73 3.73
$25,001 - $50,000 64 3.73
$0 - $25,000 81 3.86
$125,001 - 150,000 41 3.90
$150,001 - $175,000 28 3.96
$100,001 - $125,000 60 3.98
$175,001 - $200,000 21 4.00
$200,001 - $250,000 19 4.11
$250,001 + 26 4.23
Sig. .843
displayed.
guaranteed.
Analysis #4
Analysis #5

Analysis #6

Analysis #7

Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Which topic(s) would you be 617 84.1% 117 15.9% 734 100.0%
interested in learning more
background information on?
Check all that...-The story
behind Dig IN: Taste of
Indiana * Have you attended
Taste of Indiana?
Check all that...-Local
Indiana Restaurants * Have
you attended Taste of
Indiana?
Check all that...-Farms
Located in Indiana * Have
you attended Taste of
Indiana?
wineries * Have you
attended Taste of Indiana?

breweries * Have you
attended Taste of Indiana?
on? The story behind DIG IN: TOI
Crosstab
Indiana?
Yes No Total
The story behind Dig on? Check all that...-
IN: Taste of Indiana The story behind Dig
IN: Taste of Indiana
in learning more
The story behind Dig
in learning more
The story behind Dig
Chi-Square Tests

Asymptotic
Pearson Chi-Square .197a 1 .657
Continuity Correctionb .116 1 .734
Likelihood Ratio .196 1 .658
Linear-by-Linear Association .197 1 .657

on? Local Indiana Restaurants
Crosstab
Indiana?
Yes No Total
Local Indiana on? Check all that...-
Restaurants Local Indiana
Restaurants
in learning more
Local Indiana
Restaurants

in learning more
Local Indiana
Restaurants
Chi-Square Tests
Asymptotic
Analysis #8

Analysis #9
Analysis #10

SURVEY
Dig IN: Taste of Indiana
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

local refreshments plus live entertainment and chefs demonstrating their cooking on
site...Dig IN promises a feast for the senses."
5
Please rate your level of interest in DigIN: Taste of Indiana.
Not interested at Slightly Moderately Extremely

all interested interested Very Interested Interested
6
Have you attended Taste of Indiana?
Yes
No
Display This Question:

If Have you attended Taste of Indiana? No Is Selected
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

If Have you attended Taste of Indiana? Yes Is Selected
8
How did you hear about Dig IN's Taste of Indiana event? (Check all that apply)
Social Media Radio

Other
Word-of-Mouth
Newspaper

9
Please indicate which year(s) you have attended Taste of Indiana.
2010 2013 2015

2011 2014 2016
2012
Show Discussion (0)

If Please indicate which year(s) you have attended Taste of Indiana. 2016 Is Selected
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

If Please indicate which year(s) you have attended Taste of
Indiana. 2016 Is Selected
12
Were there any restaurants that did not participate this year but you would like to see in the
future?
If so, please list them below:
Page Break

13
Please indicate how informed you felt about Dig IN's: Taste of Indiana?
Not informed at all Moderately informed Very informed
Show Discussion (0)

14
How informed do you feel about where the chefs and restaurants received their ingredients for Taste
of Indiana?
Not informed at Moderately Extremely

all Slightly informed informed Very informed informed
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
Show Discussion (0)

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...

Create a New Question
Local Foods & Festivals

Block Options
19
We will now ask you a few questions about the different ways in which you may
purchase food or visit breweries/wineries in and around your community.
Page Break
20
How long (in minutes) are you willing to drive to eat at a specific restaurant of interest?
Minutes
020 40 60 80 100 120 140 160
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
020 40 60 80 100 120 140 160
Length
you are
willing
to drive
in
minute
s
Page Break
22
How knowledgeable are you about each of the locally produced items?

Not Slightly Moderately Extremely
knowledgeabl knowledgeabl knowledgeabl Knowledgeabl knowledgeabl
e at all e e e e
Local
meats
Local
produc
e
Local
wine
Local
beer
23
Please indicate how much you prefer each of the locally produced items? Rate your
preference.
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

If How much of what you consume is produced within
Indiana? None Is Not Selected
26
Where do you currently buy your locally grown food?

Farmer's Market Local wineries
Growing your own food Local breweries

Other
Buying from a neighbor
Local grocery food store

27
To what extent do you agree with the following statements?
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.

Neither
likely
Slightly nor
Extremel Moderatel unlikel unlikel Slightl Moderatel Extremel
y unlikely y unlikely y y y likely y likely y likely
How likely
are you to
use
promotional
materials
provided by
restaurants
at festivals?
How likely
are you to
follow
participating
restaurants
on social
media if
they provide
a link?
How likely
are you to
recommend
participating
restaurants
to a friend?
How likely
are you to
visit
participating
chefs
restaurants
?

30
How interested would you be in a live cooking demonstration by chefs at Taste of Indiana?
all interested interested Very interested interested

If Have you attended Taste of Indiana? No Is Selected
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.
Price "Farm-to-fork" Concept
Family Friendliness All-Inclusive Festival
Organic Food Local Restaurants and Chefs

Other
Local Beer
Local Wine
33
Please indicate the extent you agree or disagree with each of the following statements?
Neither
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
agree
locally
sourced.
I would be
willing to pay
a premium
for a VIP
ticket to a
food festival
to have
reserved
seating.
I would be
willing to pay
for food
within an
event after
purchasing a
ticket for
admission.
Page Break
34
Please indicate how likely are you to do each of the following.
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)?

Neither
likely
nor Slightly
Extremel Moderatel Slightl unlikel unlikel Moderatel Extremel
y likely y likely y likely y y y unlikely y unlikely
Pay more
for local
music to be
added to
the food
festival
experience
?
Page Break
35
Rate your level of importance in regards to attending a food festival.
(1 being not important and 5 being important)
Not
Important Important
1 2 3 4 5
Prices
Location
All Inclusive Pricing
21 or Older
Family Friendly
Entertainment
Restaurants
Participating
Farmer's Story & Farm-to-fork

Block Options
36
We will now ask you some questions about your knowledge and interest in local farmers
and farm-to-fork experience that is the basis for Dig IN's Taste of Indiana.

37
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.
How interested would you be in a farm-to-fork experience?

Slightly Slightly
Not Interested uninterested Neutral Interested Very Interested
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.
The story behind Dig IN: Taste of

Local wineries
Indiana
Indiana Based Chefs Local breweries

I am not particularly interested in
Local Indiana Restaurants learning more background
information
Farms Located in Indiana
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

If Do you currently use social media? Yes Is Selected
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.

Neither
agree
I find out
about most
events
through
Facebook.
I find out
about most
events
through
Twitter.
I find out
about most
events
through
traditional
media such
as
newspapers.
I find out
about most
events
through signs
and posters.
I am more
likely to post
on social
media if I see
obvious
hashtags or
links to use.

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

If If you attended the Taste of Indiana, would you post on
any social media sites about your time at... No Is Not
Selected
53
Which social media site would you post on?

Facebook LinkedIn
Twitter Youtube
Other
SnapChat
Instagram
Page Break

50
How interested are you in learning about Taste of Indiana through social media?
all interested interested Very interested interested

If How interested are you in learning about Taste of Indiana through
social media? Not interested at all Is Not Selected
And Do you currently use social media? Yes Is Selected
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
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.

Page Break
55
Which gender do you identify as?
Male Female
59
Please indicate your current age
57
Religion
Christianity Hinduism
Buddhism Atheism
Other
Judaism
Islam
Page Break
58
Please indicate your race.
Hispanic or Latino Asian
Black or African American Caucasian

Other
American Indian or Alaska Native
Native Hawaiian or Other Pacific

Islander
60
Please indicate the level of education you currently have
High School Masters
Associates Doctorate
Other
Bachelors
56
What is your household income class?
$0 - $25,000 $125,001 - 150,000
$25,001 - $50,000 $150,001 - $175,000

$50,001 - $75,000 $175,001 - $200,000
$75,001 - $100,000 $200,001 - $250,000
$100,001 - $125,000 $250,001 +

Page Break
61
Please indicate your current marital status.
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.
Would you like to be entered into the drawing?

Yes No

If Thank you so much for your participation. We
greatly appreciate your time. We will be doing a
dra... Yes Is Selected
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.

Research Report 1

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Research Report 1

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December 6th, 2016

Dr. Rebecca VanMeter

Dear Dr. VanMeter,

Enclosed is our report, prepared on behalf of DIG IN: A Taste of Indiana

1. There is an interest for farm to fork events

We appreciate the opportunity of working with a great festival that supports

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 2

Our recommendations are as follows:

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 3

Some of the issues we want to investigate is Indianas lack of awareness of farm

It is important to find insight to this research problem because we believe it is the

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 4

Based on the problems presented by Brian Blackford, we decided to narrow out

Conduct an online survey from a convenience sample of our friends and

Blackford stated that he was concerned with sustainability and education of

In the Blackfords SWOT Analysis, we observed there were opportunities for

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 5

In order to reach the intended audience, our group needed to formulate a

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 6

Objective Focus #1:

Is there an interest for farm to fork events?

RATE YOUR INTEREST LEVEL

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 7

Independent Samples Test

Null Hypothesis: There is no difference in the level of interest in Taste of Indiana

Alternative Hypothesis: There is a difference.

*Based on the data provided, there is no statistically significant difference

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 8

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 9

HOW LIKELY ARE YOU TO

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 10

Alternative Hypothesis: There is a difference.

*Based on the data provided, there is a statistically significant difference between

What Does This Mean?

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 12

Rate your level of importance in regards to

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 13

Null Hypothesis: There is no difference in income compared to importance of

Alternative Hypothesis: There is a difference.

What Does This Mean?

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 14

HOW LIKELY ARE YOU TO ATTEND

Paired Samples Statistics

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 15

Paired Samples Test

Null Hypothesis: There is no difference in the likeliness to attend an event if food is

Alternative Hypothesis: There is a difference.

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 16

*Based on the data provided, there is a statistically significant difference between

What Does This Mean?

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 17

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 18

Null Hypothesis: No variables predict the interest in DIG IN.

Alternative Hypothesis: At least one variable is predictive.

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 19

We interpreted the data by each variable in the list below:

As satisfaction increases, they are more interested in attending

When it comes to these four variables (increasing in satisfaction, increasing in the

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 20

Independent Samples Test

DIG IN: A TASTE OF INDIANA MARKETING RESEARCH REPORT - DECEMBER 6, 2016 21

Alternative Hypothesis: There is a difference.

What Does This Mean?