Longitudinal attitude surveys in consumer research: a case study from the agrifood sector

Walley, K. and Custance, P. and Orton, G. and Parsons, S. and Lindgreen, A. and Hingley, Martin (2009) Longitudinal attitude surveys in consumer research: a case study from the agrifood sector. Qualitative Market Research: An International Journal, 12 (3). pp. 260-278. ISSN UNSPECIFIED

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Abstract

Purpose – The aim of this article is to consolidate the theory relating to longitudinal attitude
surveys, and supplement it with knowledge gained from the execution of an annual attitude survey of
consumers.
Design/methodology/approach – First, the article presents a distillation of current knowledge
concerning longitudinal research; attitudes and behaviour; measurement of attitudes; and conduct of
attitude surveys. Following that, a case study is carried out to survey consumer attitudes. This survey,
which is intended to predict future behaviour and monitor changes in consumers’ attitudes in response to
socio-political and economic changes in the food and agricultural market environment, is then discussed.
Findings – The findings of a series of annual surveys of consumers’ attitudes first conducted in 1997
and continued annually to 2004 include: British farmers are viewed as “good food producers”; farms
are businesses, which whilst forming the financial backbone of the rural community are at present
members of a struggling industry; and there is agreement that the Government does not care for the
countryside.
Research limitations/implications – The survey on which the findings and the best practices are
based upon relates to the consumers’ attitudes in response to changes in the food and agricultural
market environment. Further research would be required to verify the findings in respect of other
market sections.
Practical implications – The article presents a checklist of eight good practices relating to the
conduct of longitudinal attitude survey work.
Originality/value – Attitude surveys are a popular means of gathering market research data. Much
has been written about attitudes and the conduct of ad hoc attitude surveys. However, much less has
been published concerning longitudinal attitude surveys. The study reports empirical findings in an
important context, that is: changes in consumers’ attitudes in response to changes in the food and
agricultural market environment.

Item Type:Article
Additional Information:Purpose – The aim of this article is to consolidate the theory relating to longitudinal attitude surveys, and supplement it with knowledge gained from the execution of an annual attitude survey of consumers. Design/methodology/approach – First, the article presents a distillation of current knowledge concerning longitudinal research; attitudes and behaviour; measurement of attitudes; and conduct of attitude surveys. Following that, a case study is carried out to survey consumer attitudes. This survey, which is intended to predict future behaviour and monitor changes in consumers’ attitudes in response to socio-political and economic changes in the food and agricultural market environment, is then discussed. Findings – The findings of a series of annual surveys of consumers’ attitudes first conducted in 1997 and continued annually to 2004 include: British farmers are viewed as “good food producers”; farms are businesses, which whilst forming the financial backbone of the rural community are at present members of a struggling industry; and there is agreement that the Government does not care for the countryside. Research limitations/implications – The survey on which the findings and the best practices are based upon relates to the consumers’ attitudes in response to changes in the food and agricultural market environment. Further research would be required to verify the findings in respect of other market sections. Practical implications – The article presents a checklist of eight good practices relating to the conduct of longitudinal attitude survey work. Originality/value – Attitude surveys are a popular means of gathering market research data. Much has been written about attitudes and the conduct of ad hoc attitude surveys. However, much less has been published concerning longitudinal attitude surveys. The study reports empirical findings in an important context, that is: changes in consumers’ attitudes in response to changes in the food and agricultural market environment.
Keywords:Attitude surveys, Consumer behaviour, Agricultural products, Market research
Subjects:N Business and Administrative studies > N510 Market Research
D Veterinary Sciences, Agriculture and related subjects > D400 Agriculture
D Veterinary Sciences, Agriculture and related subjects > D640 Food and Beverages for the Consumer
Divisions:College of Social Science > Lincoln Business School
ID Code:4262
Deposited By: Martin Hingley
Deposited On:21 Mar 2011 15:38
Last Modified:18 Jul 2011 16:40

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