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Vegetarian Consumer Trends: Semi-Vegetarian Consumers
Cultivate Research, May 2007, Pages: 27
The initial phase of this study involved the design, execution, and analysis of a quantitative survey of a large sample of U.S. adults age 18 and over. The publisher worked with Survey Sampling, Inc. and its online research panel of more than 2.5 million U.S. adults. We employed “census balanced” sampling techniques to ensure, as much as possible, representation of the adult U.S. population. In total, more than 3,200 adults completed the survey. Assuming results are truly representative of U.S. adults, then the maximum margin of error for the entire sample is +/- 1.7% (higher for subgroups).
However, online sampling based on a panel of participants (who have opted in) cannot be considered truly “random,” although the sample came from one of the largest and most respected consumer panels available. Using online research methods also has potential limitations given that some groups are not fully represented online; this typically results in under-representation of non-white, lower income, and elderly individuals.
Following the quantitative research phase, the publisher conducted a qualitative second phase, including nine in-person focus groups to further explore the survey findings. Focus groups were held in various cities around the United States, including Washington, D.C.; Minneapolis, MN; Houston, TX; Louisville, KY; and Portland, OR. Each focus group included 6 to 10 paid participants and lasted about 90 to 120 minutes per session. For all groups combined, there were 73 focus group participants. All groups included participants who were screened according to their past, current, and future (intended) meat consumption, with focus on meat reducers and semi-vegetarians. Four previous focus groups in Seattle, including two groups of actual vegetarians and vegans, also supplemented the findings.
Note that the survey defined the term “meat” comprehensively by asking respondents to provide answers regarding “any type of meat, including chicken, turkey, fish/shellfish, beef, pork, veal, or lamb.” The resulting consumer segments serve as the underlying basis for the observations, conclusions, and recommendations provided in this series of reports on the three primary meat-limiting consumer segments: meat reducers, semi-vegetarians, and vegetarians/vegans.
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