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Direct-Marketing Strategy Conceptual...

Larew, Hart .

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Direct-Marketing Strategy Conceptualization for Small Farmers in Iowa: Decision-Making Activities and Their Parallels to the Design Process.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Direct-Marketing Strategy Conceptualization for Small Farmers in Iowa: Decision-Making Activities and Their Parallels to the Design Process./
作者:	Larew, Hart .
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	147 p.
附註:	Source: Masters Abstracts International, Volume: 81-07.
Contained By:	Masters Abstracts International81-07.
標題:	Design. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27549152
ISBN:	9781392843192

Direct-Marketing Strategy Conceptualization for Small Farmers in Iowa: Decision-Making Activities and Their Parallels to the Design Process.
Larew, Hart .

Direct-Marketing Strategy Conceptualization for Small Farmers in Iowa: Decision-Making Activities and Their Parallels to the Design Process. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 147 p.

Source: Masters Abstracts International, Volume: 81-07.

Thesis (M.S.)--Arizona State University, 2019.

This item must not be sold to any third party vendors.

This study explores the processes of designing strategies. The context of this research is scoped to the direct-marketing activities of small farm operators in eastern Iowa. The research intent is to explore and articulate trends in decision-making processes that assist small farm operators in eastern Iowa with direct marketing farm-to-table products, to explore and articulate how the design process creates differentiated value, and to explore and articulate the relationship between the design process and the way that small farm operators in eastern Iowa conceptualize their direct-marketing strategies.The research design takes a post-positivist approach and uses a grounded theory methodology. The study does not have a starting hypothesis but instead starts with the research intent described previously. Convergent mixed methods and a flexible plan are used for data collection including semi-structured interviews and surveys with key concepts operationalized into Likert scales. The participants are selected from eastern Iowa farmers' markets and Community Supported Agriculture (CSA) directories. For the qualitative data analysis, a grounded theory method is used to code interview response data, categorize the codes into related groups, and let the themes and sub-themes emerge from the data. For the quantitative data analysis, descriptive and inferential statistics are calculated on the aggregate data set.The study finds that small farm operators are making strategic decisions about marketing mix variables such as product quality and relationship building, there are statistically significant correlations between design concepts and direct-marketing strategies, and that farmers designed their strategies by using the design process.

ISBN: 9781392843192Subjects--Topical Terms:

518875
Design.
Subjects--Index Terms:

Direct marketing

Direct-Marketing Strategy Conceptualization for Small Farmers in Iowa: Decision-Making Activities and Their Parallels to the Design Process.
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