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  1. Surveys
  2. 2012
  3. October
  4. I
  5. International Segmentation Study
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Exit Survey »
 
 
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* For ID purposes, please verify the email address that you received the link to complete this study.
   
 
 
 
* Which of the following best describes you or your organization?
 
Farmer or producer
 
Residential property owner with less than 3 acres
 
Residential property owner with 3 or more acres
 
Government agency or a non-profit or educational organization
 
Contractor
 
Non-farm commercial entity, such as construction, lawn care, racetrack, airport, etc
 
Other
 
 
 
Just to make sure we talk to a variety of growers and producers, which of the following describes what you do as part of your operation? Do you…? *
Yes No
* Grow crops
* Grow fruit, nuts and/or vegetables
* Grow hay
* Have a nursery or greenhouse (Inc horticulture or floriculture)
* Raise livestock
 
 
 
* Which of the following best describes your operation’s gross turnover? That is, the total annual revenue from production and farming-related activities.
 
$0
 
$1 to less than $5,000 per year
 
$5,000 to less than $10,000 per year
 
$10,000 to less than 50,000 per year
 
$50,000 to less than 100,000 per year
 
$100,000 to less than 250,000 per year
 
$250,000 or more per year
 
 
 
* Which of the following categories includes your age?
 
Under 18
 
18-24
 
25-34
 
35-49
 
50-64
 
65 years old or older
 
Refused
 
 
 
* Do you have another source of income in addition to the income generated from your farming operation?
 
Yes
 
No
 
 
 
* Which of the following would you say is your primary source of income?
 
Production or farming-related income
 
Income from another job or investment (non-farming)
 
 
 
* And what percentage of your time is used for farming-related activities in a typical week? Please make your best estimate
   
 
 
 
* Which of the following best describes the amount of farmed and/or maintained land on your operation?
 
Less than 4 hectares
 
4-20 hectares
 
20-100 hectares
 
More than 100 hectares
 
Don’t Know
 
 
 
* Which of the following types of equipment do you currently own or lease on your farm?
 
Tractor with front-end loader
 
Tractor without front-end loader
 
Baler (round or square)
 
Zero turn radius lawn mower
 
Riding lawn mower
 
Slasher
 
Utility vehicle
 
Quad Bike
 
Rotary hoe
 
Skid Steer
 
Planter or air seeder
 
Excavator
 
Combine harvester
 
Mower Conditioner
 
Chisel Plow
 
Offset
 
Scarifier/ Cultivator

 
 
Do you own, lease or have shared ownership of your...?
 
 
Of the equipment you own, did you purchase it new or used?
 
 
How satisfied would you say you are with your...?
 
 
 
* How much horse power does your 'tractor with a front-end loader' have that you currently use on your farm?
 
Less than 40 HP
 
Between 40-75 HP
 
Between 75-150 HP
 
More than 150 HP
 
 
 
* How much horse power does your 'tractor without a front-end loader' have that you currently use on your farm?
 
Less than 40 HP
 
Between 40-75 HP
 
Between 75-150 HP
 
More than 150 HP
 
 
Which of the following tasks, if any, do you use you equipment for?
 
 
 
* Does your operation either produce certified organic products or are you currently working towards certification?
 
Yes
 
No
 
 
 
* Recently, we are beginning to see produce in the grocery store or at open markets that is labeled “locally grown” or “local fresh”. Do you use that phrase when marketing your farm’s products?
 
Yes
 
No
 
 
 
* How likely are you to start representing your products as “locally grown” or “local fresh”?
 
Very likely
 
Somewhat likely
 
Not very likely
 
Not at all likely
 
 
Now I would like to get your general opinion toward a variety of aspects related to farm production and farm operations.

For each item, please tell me how much you personally agree or disagree with the statement.

Using a scale from 1-10 where 10 means you “strongly agree” and 1 means you “strongly disagree”, please tell me how much you agree or disagree with the statement
Strongly Disagree 2 3 4 5 6 7 8 9 Strongly Agree
* You hope to someday leave your work in town and make your whole living on the farm.
* It is important to you that your land remains as a farm and not be broken up into large acreages for homes.
* Your dream for this land is for it to be kept in the family and passed down through the generations.
* You are just enough of a farmer so that you qualify for agricultural status as defined by the government.
* You would really prefer to spend less time on the farm. It would be great if you could hire someone to do the chores.
* Your dream is to buy up the land around you so that there is plenty of insulation from your nearest neighbors.
* You only shop for brands of equipment that you have used in the past
* The brand of equipment is more important than which dealership you purchase your equipment at
* You only buy from dealers who can provide equipment maintenance when needed
* You like to use the same brand for all your equipment needs
Strongly Disagree 2 3 4 5 6 7 8 9 Strongly Agree
* Dealership customer service is more important than the brands they sell
* You shop for the best price regardless of what brand makes the equipment
* You shop for the best price regardless of dealer
* Farming is more of a hobby or recreational activity than it is a means of making a living
* Farming is really what you enjoy most
* Farming has become less enjoyable for you over time
* You farm because it has always been a part of your family’s lifestyle
* You, first and foremost, consider yourself to be a farmer, rather than a business person
* Farming is your number one priority
* The majority of your time is spent on the farm
* Farming allows you to spend more time with your family
* Farming activities and needs cause you quite a bit of worry
* You receive a lot of pressure to increase the size of your farm
* Farming, to you, is very therapeutic
 
 
Continuing with the same scale, how much do you agree with these statements?
Strongly Disagree 2 3 4 5 6 7 8 9 Strongly Agree
* Most new farming technology is designed for people farming on a bigger scale than us
* In order to be successful, the most important thing is to control your costs per acre
* When deciding between brands, my first consideration is best-in-class technology
* Precision technology puts me in closer touch with my crops
* I focus my business with one farm equipment dealership in order to get the best service
* When deciding between brands, my first consideration is distance from the dealer
* I have a strong preference for standardization in my equipment fleet
* Precision farming technology takes the skill out of farming
* I continually look for ways to improve my farm's production
* During planting time, the highest-value use of my time is operating field equipment
* Our farm has made a concerted effort to improve the way we make decisions
* We plan to scale down or exit farming in the next 5 years
 
 
 
* How much have you spent on purchasing equipment for your farm, such as tractors, balers, plows, etc., in the past 12 months? This could include equipment purchased new or used.
 
Less than $1,000
 
$1,000 to less than $15,000
 
$15,000 to less than $30,000
 
$30,000 or more
 
Don’t know
 
 
 
* And what about equipment maintenance – how much did you spend on equipment maintenance and repairs in the past 12 months?
 
Less than $1,000
 
Over $1,000 but less than $5,000
 
Over $5,000 but less than $15,000
 
Over $15,000
 
Don’t know
 
 
 
* Do you typically finance the equipment purchases on your farm?
 
Yes
 
No
 
 
 
* Have you purchased any new farm equipment in the last 3 years?
 
Yes
 
No
 
 
Now I am going to read you another list of statements. Again, using a scale from 1-10 where 10 means you “strongly agree” and 1 means you “strongly disagree”, please tell me how much you agree or disagree with each of the following statements.

How strongly would you say you agree or disagree with...?
Strongly Disagree 2 3 4 5 6 7 8 9 Strongly Agree
* If you have any extra free time, you tend to spend it on farming-related activities
* You prefer to do equipment maintenance yourself rather than have outsiders do it for you
* You prefer to do equipment repairs yourself rather than have outsiders do it for you
* You tend to hire outsiders to help with more complicated tasks on the farm
* You continually look for ways to improve your farm’s production
* If you didn’t pay others to do work on your farm, many items would be left undone
* You rely heavily on other family members or friends to help you farm
* Farming is an excellent way to teach responsibility to your children or family members
* You could really use advice from someone knowledgeable about farming
* You need help understanding and/or complying with your area’s rules and regulations
Strongly Disagree 2 3 4 5 6 7 8 9 Strongly Agree
* You learn most about farming from your friends and/or neighbors
* Only the very best equipment available in the market is good enough for your operation
* It is important for you to keep up with the latest farming techniques and innovations
* When you first started farming, you realized you had a lot to learn
* Having a mentor to learn from is extremely important when learning about farming
* The internet is an invaluable resource for learning about farming
* Farming is a business and just like any other business, the goal is to make money
* The future return on investment that your farm represents is much more important than generating income now
* Tracking finances and accounting for your operation is one of the worst parts of the job
* You feel very confident in your ability to track and manage your farm’s finances
Strongly Disagree 2 3 4 5 6 7 8 9 Strongly Agree
* You see your farm as a means of investing for the future
* Availability of replacement parts or repairs when you need them is more important than the price of the equipment
* Financing options are a critical factor when you are in the market for new farming equipment
* Your spouse or significant other is very involved in farm-related financial decisions
* You often use the Internet to help you solve problems or come up with ideas for your farm
* You generally want the latest and best farm equipment
* Your passion for farming comes from being outside and connecting with nature
* You prefer having more complicated equipment repairs done by a dealer who carries the equipment
* If you could get out of farming tomorrow without financial consequences, you would.
* Farming is the only life for you. You will do it as long as you possibly can.
* You buy machinery that has the latest electronic and computer technology.
* Buying a brand new tractor or combine is an impossible dream for you.
* You would rather have lower priced equipment than the latest technology.
* You buy machinery that you consider the simplest to run.
* You make most of your money because you are good at marketing what you produce.
 
 
 
We’re almost done. We just want to ask you a few more questions about some farm-related companies and brands.
 
 
I am going to read a list of different brands of farming equipment. For each one, please tell me how familiar you are with that brand?

The options are “never heard of the brand,” heard of it, but have never owned it,” “owned in the past,” and “currently own that brand.”
Never heard of it Heard of it, but have never owned it Owned in the past Currently own
* Massey Ferguson
* Valtra
* Duetz
* Mahindra
* McCormick
* CubCadet
* Case IH
* John Deere
* Kubota
* Stihl
* Ford
* New Holland
* Other
 
 
 
Other: (If applicable)
   
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Massey Ferguson'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Valtra'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Deutz'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Mahindra'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'McCormick'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Cub Cadet'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Case IH'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'John Deere'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Kubota'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Stihl'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'Ford'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to 'New Holland'.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
I would like you to tell me how much you agree that these adjectives apply to the 'other' brand you mentioned.

Using a scale of 1 to 5 with 1 meaning you strongly disagree and 5 meaning you strongly agree with these descriptions of the brand.
Strongly Disagree 2 3 4 Strongly Agree
* Is trustworthy
* Is good value
* Builds reliable equipment
* Has honest dealerships
* Has highly trained service technicians
* Offers more technology than I will ever use
* Only cares about the biggest farmers
* Is innovative
* Is arrogant
 
 
How satisfied are you currently with your....?
 
 
Where did you purchase your....?
 
 
 
* Based on your previous answers, I am now going to randomly select one dealer that you have worked with to get an idea of your level of satisfaction with their business.

How satisfied are you overall with your John Deere dealer?
 
Not at all Satisfied
 
Not Very Satisfied
 
Somewhat Satisfied
 
Very Satisfied
 
Extremely Satisfied
 
 
 
* Which of the following best describes your marital status?
 
Single
 
Married
 
Living with someone, but not married
 
Widowed
 
Divorced or separated
 
Prefer not to answer
 
 
 
* You mentioned that you have another source of income not related to farming. Which of the following best describes the level of income generated from your non-farm related job?
 
Less than $25,000
 
Between $25-50,000
 
Between $50-75,000
 
Between $75-150,000
 
Greater than $150,000
 
Prefer not to answer
 
 
 
* Do you use any of this income to support farm-related activities?
 
Yes
 
No
 
 
 
* Do you plan on retiring or leaving the farming industry?
 
In the next year
 
In the next 5 years
 
In the next 6 to 10 years
 
10 or more years from now
 
 
 
* Do you plan on retiring from your other non-farm related job?
 
In the next year
 
In the next 5 years
 
In the next 6 to 10 years
 
10 or more years from now
 
Prefer not to answer
 
 
 
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