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About the Research
The Gardening Trends Research Reports are a series of national consumer surveys of 105 million U.S. households queried on garden-related topics. The objective of the research is to provide information on consumer attitudes and intentions at the start of each gardening season.
Using the market research as a predictive tool, the GWA Foundation hopes to identify trends in consumer needs for gardening information, products and services at the time they are coming into demand in the marketplace.
Methodology:
Volunteer committees of garden communicators, manufacturers and market specialists provide expertise to the GWA Foundation to develop the gardening trends survey questions. The raw questionnaire is then directed to Technometrica Market Intelligence, a professional polling company in Oradell, NJ, that finalizes the survey and conducts a CATI (Computer-Assisted Telephone Interview) of randomly selected households within the continental United States.
Interviews are conducted weeknights and weekends in order to minimize non-response bias. Surveys are completed from an RDD (Random Digit Dial) sample of telephone numbers and the number of interviews completed in each region of the country is proportional to its representation in the total US population. To assure representation to the American population, the data is weighted by gender, age, and race to reflect U.S. Census proportions.
At the 95% confidence level, the margin of error for respondents overall (n >
1000 ) is +/- 3.2 percentage points; for subgroups, the margins of error are higher depending upon the size of the sample.
GWA Foundation Partners
In accordance with the GWA Foundation’s charter as a public education organization, we have invited Green Industry organizations to participate in the Gardening Trends Research program. Industry partners are asked to assist by providing industry experts who can help identify industry information needs and by interpretation and distribution of the survey results. In exchange for partner participation, members of partner associations receive a special discount on the purchase of survey reports.
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