Assessment Guidance: Mixed Methods StudentsAssessment B – Methodological Report
The assessment requirement is as follows.
A 3000-word methodological report in which you justify, apply and critically evaluate one of the
data analysis techniques you have learnt on the module.
What is a methodological report?
A methodological report is a commonly published document, that accompanies a publication of
research findings or a bid proposal to conduct research, which aims to specify in detail how the
collected data will be analysed. Therefore it is designed to be read by an academic, specialist or
technical audience.
The main thing that your methodological report does is outline your chosen approach for analysing
data and justify it. In addition to this, your methodological report needs to convince the reader of your
competency as an analyst. In order to meet this aim, you need to provide evidence of applying your
analytical approach to organising, summarising, coding, and interpreting your data, to the dataset you
have been given.
Research Question
Your research question is
What diversification opportunity would best meet the needs of Sunrise Farm and its current
customers?
You may wish to slightly respecify this question in terms of particular customers or the range of
diversification opportunities they have available considering their situation and history. You may do
so, but you must justify any amendments.
Dataset
You will find the data set in a folder on the VLE assessment page. You will see that you are provided
with interview transcripts and customer survey data that have been collected by the owners of Sunrise
Farm, which are relevant to this particular research question. You must use this dataset as the basis
of your analysis, though you may also draw on public sources of secondary data for context if you feel
this is required.
Objectives
•
•
•
•
To select an analytical approach for a specific research question and dataset
To demonstrate the application of an analytical process or technique
To justify the application of a data analysis process or technique including any amendments
or variable modes of application
To evaluate the suitability of the analysis process or technique in terms of the results you
might obtain.
Structure
The recommended structure is given in the assessment briefing document. For Mixed Methods
students, you should take special care in the Results section not to get carried away with the volume
of data you have available. You are not supposed to analyse and write up everything fully for this
report. You simply need to demonstrate evidence of the application of your technique, the type of
results or findings your methodological techniques produce, and account for their fit with the research
question you have specified.
Things you may wish to include:
•
•
•
Graphs or tables of any significant patterns or relationships in the quantitative data.
Table of codes derived from or produced for coding of a transcript.
Excerpts or quotations from a coded transcript.
Remember, this is a methodological report, not a full research report. So it is not the purpose of this
report for you to conduct a full analysis of all the data in the dataset. You simply need to show enough
information to highlight the trends that have directed your approach or where you would go next in
your research project.
Achievement: What markers will look for
In order to help you in preparing your assignment, here is some guidance on what markers will be
looking for.
Selection of an analytical approach for a specific research question and dataset
Firstly, in terms of the selection of the chosen approach, markers will be asking whether the student
has explained the method and analytical practices that are being used and why it is appropriate in the
context of the research question and the available data.
Suitable approaches would include one of:
•
•
•
•
A mixed-method or multi-method case study approach
A quantitative-led content analysis approach
A qualitative-led thematic analysis approach
A qualitative-led discourse analysis approach
As this is a mixed-methods pathway we would not expect students to submit a solely quantitative or
solely qualitative report. Other mixed methods approaches not listed above may also be suitable.
NB: the provided dataset includes sufficient primary data for you to write your report. However you
may wish to supplement this with publicly available secondary data for some approaches. It is also
fine for you to recommend collection of additional data for further research – you are not being
assessed on the completion of your findings.
Application of an analytical process or technique
Markers will be looking for whether evidence is provided that the required process for organising,
summarising, coding, and interpreting your data has been applied competently and to appropriate
data. For example, analysis of quantitative data should show clearly presented summaries of
appropriate information, along with any relevant measures of central tendency and dispersion, or of
significance where testing hypotheses. Analysis of qualitative data should provide summaries of
relevant codes and clearly describe/show the steps of processing text(s) or documents.
We will also be looking for whether any choices in the application of the technique, exclusion, inclusion
or amendments of data or the use of additional data have been clearly explained to the reader.
Justification of an analytical process or technique
In terms of the justification of your process, we will be looking for whether the student has explained
the strengths and limitations of the approach in the context of this particular research question and
data set. This relies upon a clear explanation of how the research question is interpreted as a project
and the consequences of the chosen project design. We will also be looking to see that your decisions
about the approach to the analysis of your data have been clearly and logically explained.
Appropriateness of Recommendations/ suitability of the analysis technique
Finally, in terms of the appropriateness of the recommendations, we’ll be looking to ensure that the
student has provided clear recommendations that are closely in alignment with the findings as
presented in the section on results. We’ll be looking for whether the recommendations have both
been clearly thus justified and also whether any caveats or limitations of applicability have been made
clear.
The fact that your approach may have limitations is not necessarily a reason not to use it. As long as
you can provide a convincing justification for why it is appropriate and under what circumstances, it
can still be used to inform the recommendations that you are making in the report.
Recommended Workflow
As the second term involves condensed learning we are aware that some students are concerned
about the timeframe in which to prepare this assessment. Please be advised that you do not have to
wait until the end of this period of teaching in order to begin preparing your assessment. This
recommended workflow offers a way you can organise your work in order to help you ensure that you
have adequate time to prepare and submit your assessment before the deadline.
Stage one, we recommend that students spend some time exploring their dataset and becoming
familiar with the context and the specific brief that applies to their research question. For students on
mixed methods you can load the quantitative data into SPSS and try some of the descriptive statistics
exercises we have used in class as well as looking at the qualitative text. You should organise all your
notes and thoughts on this in a safe place.
Stage two requires the focus on the materials that have been provided already in the taught content
in order to identify the limitations of possible analytical approaches. And we recommend that you
write up these concerns with an eye to the particular situation of your research question. You may
wish to look back at some of the materials from last term as well as this term’s content to consider
issues such as assumptions, sampling, questionnaire design and so on.
Stage three is where you could conduct research on the context of the research question that
pertained to methods and analytical approaches. So you should use appropriate resources to
independently investigate the types of approach that are usually used to collect and analyse data in
this sort of research (in topics such as marketing, tourism, management of family businesses,
diversification of small businesses and so on).
And in conjunction with the materials that you have already prepared through your learning last term,
you can start to write this part up and it will form the basis of some of your introduction and your
justification.
Stage four focuses on you applying the approach you’ve studied so far. And by the time you get to this
stage, you might find that we’re getting towards the end of the taught content, and have covered the
different types of coding and textual analysis you can apply to the qualitative data.
Stage five. You should apply any further analysis and review your materials for putting them all
together into a single methodological report. So if there’s anything perhaps in the final week that you
think is highly relevant to your assignment you can consider whether this presents an alternative
approach or highlights limitations in your existing plans. Then further review the earlier writing you
have prepared in order to complete your recommendations and review the justifications and
limitations that you already identified in stage two and stage three.
At this point, you then have a little bit of time in order to check and proofread your report before you
progress to submission.
Resources for writing your assessment
One of the things students are generally concerned about (and markers too!) is the use of appropriate
resources.
So for students on mixed methods, we recommend that you refer to the lecture videos and the
essential readings in the textbooks. You should ensure you have developed sufficient confidence by
working through the SPSS quantitative analysis tasks that have been given to you. Only after you have
completed these exercises and considered whether they might be suitably applied to your dataset on
the above research question should you conduct independent research (that is subject specific),
looking at different analysis techniques that we have discussed on this part of the module.
You may also draw on contextual data or literature that is about the industry. So in the case of Sunrise
Farm, this might include literature on UK farming, food and tourism.
If you wish to incorporate secondary data as a part of your approach, good resources are the Visit
Britain tourism website https://www.visitbritain.org/ (raw survey data on international and day visitor
trends as well as popular attractions is available under ‘England Research and Insights’), the websites
of named business competitors in Yorkshire from the data, the Office for National Statistics Website
https://www.ons.gov.uk/ (raw data is available on manufacturing, retail, and tourism). Note that
inclusion of this data will not, on its own, make any contribution to your mark. However, it may be
relevant for students who which to select and justify a quantitative-led approach.
Sunrise Farm: 2019 Visitor Questionnaire
Sarah designed this questionnaire to collect information from visitors to the farm in 2019. In
order to obtain data that took account of the variation in weather and seasonal products, this
questionnaire was administered to visitors to the farm during three seasonal periods; a week
in late spring when fruit picking was available, a week in the summer holidays when the
maze was open, and a week in late autumn when seasonal gifts were available in the shop.
The sample of respondents was randomised systematically, with every 10th customer
approached as they were leaving. The questionnaire was completed on paper and
respondents completed the questionnaire on their own. There was no incentive given for
completing the questionnaire.
At the time of data collection, some indicative prices at the farm were:
•
•
•
•
•
•
•
•
•
Maze ticket price: £6 adults, £3 children/concessions
Coffee £3.50
Cake £3
Bottle of wine: £14
Pack of bacon/sausages: £6-9
Meat box for family of four £80
Sandwich from deli: £4.75
Luxury deli pie: £8.50
Family tub of ice cream: £5
Customer Feedback Questionnaire
Thanks for your visit to our family Farm. I have selected you at random from our visitors today
so we can improve and develop our facilities. We’d really appreciate your comments and
feedback from filling out this questionnaire. We are a family business and committed to
ensuring our organic farming methods leave an eco-friendly legacy for future generations. We
will use your information and comments to improve our farm and facilities in line with these
values. Please leave your completed questionnaires in the box by the exit.
Thanks for your custom!
Sarah Graham
Q1 What date did you visit the farm? ___________
Q2 Approximately what time was your visit? ___________ am/pm
Q3 Where have you travelled from today? ______________________
Q4 Who are you here with?
☐ Alone
☐ Here with family
☐ Here with friends
☐ Here with children
Q5 If you are on holiday or visiting Yorkshire, where are you from? ___________________
Q6 If you are here in a group, how many people did you come with today?
☐1
☐2
☐3
☐4
☐5
☐More than 5
Q7 Is this your first visit?
☐Yes
☐No
Q8 How did you travel here?
☐Car
☐Bus
☐Bicycle
☐Walk
Q9 What did you do here today? (please tick all that apply)
☐Visit café
☐Pick fruit
☐Visit shop
☐Visit maze
Please turn the page
Q10 If you purchased something from the shop, what did you buy? (please tick all that apply)
☐Organic fruit or vegetables
☐Organic beverages or alcohol
☐Organic ice cream
☐Organic sweets, snacks or biscuits
☐Fresh food from the delicatessen
☐Fresh organic farm meat
☐Sunrise Farm Jam or Chutney
☐Home or Decoration items
☐Clothing
☐Gift Hamper
Q11 What age are you?
☐Under 18
☐18-24
☐25-34
☐35-44
☐45-54
☐55-64
☐Over 65
Q12 Including your visit to the maze, cafe or farm shop, how much did you spend on your visit
today?
☐£0-9.99
☐£10-19.99
☐£20-29.99
☐£30-39.99
☐£40-49.99
☐£50-59.99
☐£60-69.99
☐£70-79.99
☐£80-89.99
☐£90-99.99
☐Over £100
Q13 What would you like to see on your next visit?
Thank you for completing our questionnaire!
1.0 introduction
Should mainly describe the problem solvingapproach, so mainly write a description of the data
analysis method chosen 。
Qualitative-led data analysis methods – should be focused on mixed method data analysis rather
than just doing qualitative data analysis
2.0 mainbody
There should be two subsections.
2.1 guide to methods
2.1 In this section you need to describe the method of data analysis that you have chosen… The
literature is mainly about the merits and applicability of the chosen method – justify the use of
this method of data analysis – justify the use of this method in relation to your research question
(the merits and applicability of such data must be stated)
2.2 results
2.2 results
Presenting the results of the application of data analysis methods through graphs and charts… No need to do a full data analysis, just part of the data analysis process to demonstrate data
analysis skills – quantitative data analysis should also be added
3.0 critical evaluation and reflection
Discuss the rationale for using this approach to data analysis – Integrate with the research
questions
Critically identify the challenges and limitations of this approach to data analysis – Reflect on key
assumptions about data analysis and what can be done to improve data quality in the context of
the question
4.0 cluscion
Sunrise Farm: Briefing
Sunrise Farm is a family owned business; an organic Yorkshire farm shop and visitor
attraction south of York just off the A19 between York and Selby, and close by to
National cycle network route 65 which runs from Middlesborough to Hornsea. They
are an organic `pick-your-own’ fruit farm who also raise pigs and chickens, with a small
corn maze visitor attraction in the summer which includes a free ice cream for visitors.
The farm shop has an attached organic cafe.
The Graham family have farmed in the area for many years and have helped the
local community in differing ways e.g. donations, employment etc. George Graham
inherited the organic farm in the 1980s. It is a mixed farm, growing crops, vegetables,
and fruit, and with some animals (it is not a dairy farm). About 20 years ago the family
recognised the need for the family farm to diversify into other projects, as the farming
industry had become more competitive. There was adequate land for expansion.
Initially the family developed an organic farm shop, selling organic, local produce
including fruit & vegetables and meat products. A few years ago George was advised
of a new farmers campaign to help farmers market luxury produce, and he spoke with
a local butcher about developing a partnership to sell luxury cured meats. He
subsequently entered into a small partnership with the butcher and a local restaurant
to produce Yorkshire cured hams and sausages. These products are manufactured
from Sunrise Farm ingredients on the butcher’s premises and some are sold in both
the farm and butcher’s shop, while others go to supply local restaurants.
Jane Graham, George’s partner, took over responsibility for the farm shop and enjoyed
meeting the locals who visited and took advantage of her fresh organic produce. She
1
quickly realised that some customers travelled considerable distances for the produce
and would welcome refreshments … and Jane decided to open a café, allowing the
customer not only a retail visit but a relaxing refreshment visit! It financially added to
the cash flow of the business and proved to be successful with the community. Jane
hired staff from the local schools & Further Education College, often employing
students who struggled in school for various reasons. Jane’s staff enjoy working in the
café and this is reflected in many loyal customers who enjoy the ambience of the
organic café.
George and Jane have two children who now work in the family business. Billy, their
son, has a degree in horticulture, and three years ago developed a corn maze in one
of the fields. It has proved to be a big success with families and the local customers.
In addition to the maze Billy built an extra car park and toilet block. In fact, in 2019 it
was given a business award by the local paper & York Tourist Board for the ‘Newcomer
to the Tourist Industry’. However, it is a seasonal attraction only open in summer due
to the North Yorkshire weather! Billy has also developed the strawberry & fruit crop
and during the late spring and summer season welcomes visitors to ‘pick your own’
fruit. Jane also makes jams & chutneys for the shop with this fruit … Sunrise Jam &
Marmalade!
Sarah, the daughter, who has completed a MSc in Global Marketing at York University,
has been travelling overseas for a year, in countries where she visited many theme
parks. She calls herself ‘an expert in roller coasters.’ She has good ideas for the
development of Sunrise Farm from a farm, a farm shop and a tourist maze. George
has also been thinking about how to expand the family business and is instead looking
into the potential for expanding their production of luxury Yorkshire foods. The family
2
are mindful of the success of the organisation and the limit of financial investment
which is available currently.
In reviewing the company, the family are working with the accountants to identify key
issues with the financial side of the business e.g. which parts of the business are
profitable, costs & overheads, profit & losses, wages etc. Initial feedback on these
issues has been that, like many seasonal businesses, the farm itself is often loss
making in the winter but this is currently made up for by festive sales of Sunrise Farm
produce in the shop and regular trade at the café. Investment in more food production
would involve construction of another building and additional variable costs to bring in
outside ingredients which the farm does not produce (e.g. spices, organic casings etc).
There is a need for a careful balance between staff costs and income at this time of
year. To consider the potential for diversifying the farm into a major tourism attraction
versus an expansion of food production, Sarah has taken on the role of understanding
their current customers; e.g. foot traffic, number of visitors, times of day visiting.
The family as a whole recognise the importance of the business, not only to their
customers but also the residents in the local community and potential tourists to the
area. Either development plan could support creating new jobs and revitalise the family
business for the next generation. Sarah has been given the task of researching the
viability of her development proposal. She keeps herself up to date with tourist
information (e.g. VisitBritain), local Government statistics and remembers the
academic work conducted for her post graduate degree.
3
Sunrise Farm: Interview Transcripts
Sarah realises the need to conduct some customer research and intends to use both
qualitative and quantitative methods. She has decided to develop an initial exploratory
mixed methods approach and use qualitative methods to gather views on future
development. For this reason, she has interviewed many different stakeholders of
Sunrise Farm over a period of a month. The objective of the research is to ‘understand
the needs of customers and potential customers to Sunrise Farm.’
As the research is exploratory in nature, Sarah has adopted a semi-structured
approach to the interviews and has referred to the interview schedule given below
rather than using a fixed list of questions.
Interview Schedule
Research Objective: ‘understand the needs of customers and potential customers to
Sunrise Farm.’
Topics
T1 Connection to the farm
T2 Reasons to visit
T3 Attitudes towards the facilities
T4 Attitudes towards future development
Questions
Q1.i How do you know Sunrise Farm?
Q1.ii Have you heard of Sunrise Farm?
Q1.iii How long have you been a customer or visitor to Sunrise Farm?
Q2.i What part of the Farm do you like to visit? Who do you come with?
Q2.ii Would you be interested in visiting a local Organic farm?
Q3.i What do you think of Sunrise Farm?
Q4.i What would you do to improve Sunrise Farm?
Q4.ii What would you like to see more of at Sunrise Farm?
Q4.iii How do you feel about future development of Sunrise Farm?
Prompts
T1 Have you visited the farm before?
T1 Do you know anyone who works at the farm?
T1 Do you know anyone who has visited the farm?
T2 Have you heard of organic farming?
T3 What do you think of the Shop?
T3 What do you think of the Maze?
T3 What do you think of our Sunrise Farm produce?
T3 Why do you like/dislike it?
T4 Do you think a bigger tourist attraction like Flamingoland would be a good future
development for Sunrise Farm?
T4 Do you ever visit regional tourist attractions? What do you think about them?
The transcripts of the interviewees comments are recorded below. The interviewers
questions (listed in the schedule above) have been removed.
Interview 1: Regular Customer to the Café: Female Aged 60 years
I have been a customer of Sunrise Farm for years. I remember you, Sarah, as a little
one running around the farm – and look at you now, all grown up and with a degree!
I started coming here with my mother when it first opened and we had never heard of
organic, but I remember the vegetables were straight out of the garden, out of the field
with the soil still on them, and they tasted beautiful and they still do. To be honest I still
don’t know what organic means, but I know it tastes nice.
I remember bringing my children when the fruit picking started as well. It was so much
fun, and it was an annual visit to pick every June time. I am sure now my grandchildren
will come and have the same fun when they are old enough.
I live quite close to here and come in the car… as I said, I used to bring my mother
every week to buy our vegetables and then have a nice cup of tea. Same time every
week, we would go to the post office and collect my mothers’ pension and then come
here for a look around the shop and a tea and scone. I liked the parking as well; it was
easy to park and with the footpaths it was easy to walk around, and when mum was
in a wheelchair it was easy to push her around. That’s the thing about the Grahams they do consider everyone. Look at Mark, he has been here for as long as I can
remember; he has learning difficulties and he washes up in the kitchen, always with a
smile on his face. He is part of the family now.
I must say I was a bit worried when they built the maze … I was worried that there
would be more traffic and it would be difficult to park, but as usual they considered
everything and developed another car park close to the maze. It is big enough for
buses too so hasn’t affected my weekly parking.
What do I think of the maze? I am really pleased that the family got the tourist award,
after all the years of hard work in the district it was good to see some recognition.
Funny though, I don’t see Sunrise Farm as a tourist destination, and I would hope it
would stay as it is and not get any fancy theme park type things. It is a farm shop and
café after all. But I suppose that is progress. I don’t think they would get planning
permission for much else … the council wouldn’t let them build too much around here
I think it is a ‘green belt’.
What do I think of the future? It is good to see that the family are still involved in the
business … seeing Jane in the café and Graham on the tractor and Billy in the fruit
fields. I am sure Billy and you Sarah will continue in the company with your children
and grandchildren. But all things change … but Sarah even though you and your
brother have both been to university I am so pleased that you have come home. I have
happy memories here, bringing my mother who died a few years ago, bringing my
children here, picking fruit and getting my Christmas tree from you every year. I am
pleased to be part of Sunrise Farm … I don’t feel like a customer I feel like a family
friend and would miss you if you sold the business to someone else.
What would I do to improve Sunrise Farm? Not a lot but it might be good to have a
children’s playground near the maze. The current children’s playground is safe but
tiny and if they had a bigger playground perhaps, they could have children’s parties
there. Just a thought. But please don’t change anything in the shop or in the café, I
come in on my own now and love your magazines and your chocolate orange cake
Interview 2: Occasional Family Visitor to the Cafe (children aged under 5
years)
We have only just moved to the area … well about two years ago. I have two children,
Jess who is 4 years old and Jamie who is 2 years old. My partner is in the army and
works away a lot, so I sometimes come here when I feel a bit lonely. We come to
Sunrise Farm sometimes but to be honest the playground is not too great, it is a bit
small… but it is safe.
We come here after kindergarten and have a drink in the café occasionally. They have
lots of toys and puzzles in the café, in fact they really do cater for children. I started to
talk to another mother here one day and we agreed to meet up, so it is funny to say
but I made a friend here and I meet her here occasionally. The children are the same
age, so it is nice to meet someone when you are new to an area.
They do good children’s meals in the café and they are organic. I am not so fussed
about that sort of thing, organic stuff, I don’t go looking for it in the supermarket. It is
good for the children here, to see the vegetables in the ground and fruit growing. We
don’t grow our own vegetables, so it is good for my children to see the tractor in the
field and the vegetables growing. They also have some rabbits and chickens in pens
at the back of the café and the children love to hold them … poor pets they seem to
get touched a lot. But it is all part of the experience of coming to Sunrise Farm.
I do buy occasionally from the organic shop, but it is a bit expensive, but I know it is
supposed to be good for the kids. The meat is expensive, so I buy that at the
supermarket. To be honest I don’t really buy much from the shop … maybe something
like a present at Christmas time but with two small children and a double pushchair to
be honest there isn’t a lot of room in the shop.
When my partner was home, we did go the maze. It was a hot summer’s day and
again we thought it was expensive, £18 for the family (we go to the Railway Museum
often and that is free), but on a summers day we had fun. The children loved getting
lost, running around, and playing hide and seek, they laughed and laughed and tired
themselves out! When we got to the centre of the maze there was a little surprise for
the children … a free ice-cream! They loved it! What a good idea!
We didn’t go to the café on that day but took a picnic again I thought it would be too
expensive in the café … and there were lots of picnic tables and it was clean and we
felt we were having fun in the country when in fact we were just down the road from
home!
When you think about it, they really do cater for families with young children but we
are on a strict budget and so we perhaps don’t come as often as we could.
What do I think of the future? It would be good to expand the children’s playground,
perhaps have a water feature or something for the children to do in the heat of summer.
Make it a place we can visit in summer … to go to the seaside takes about an hour in
the car and we would rather come here and have the picnic.
What would I do to improve Sunrise Farm? Now I have found it I don’t think there is a
lot to improve. Perhaps discounts for regular customers, perhaps in the shop or
discounts in the café. I love coming here in summer and sitting outside in the country
and coming here in the winter in the café with the huge log fire. I know that in summer
you can pick fruit perhaps when the children are older, we could all go together
Interview 3: Local Councillor
I have been a local councillor in this area for over 20 years and I know the Graham
family well. I have lots of respect for George and Jane, they have both worked so hard
and now their children are working in the business.
I must admit that when they first told me they were going to build an organic farm shop
I thought they were mad. People in this area didn’t know what organic means and I
was sure they wouldn’t pay extra for home grown fruit, vegetables and meat, but I was
proved wrong, and after a major newspaper gave it a good review in the food section
it became very popular and people travelled from all over the district to buy from the
shop! I don’t think families from the estate buy from there, too expensive.
I have supported them in all their ventures … the shop, the café and the maze! The
maze was a great idea from Billy and of course they thought of everything and built an
extra car park and more toilets.
The café is wonderful, and Jane changes her menu depending on the seasons … not
only is it organic but it is so fresh. I like the way she employs local people and it is just
like a friendly, community café … everyone knows everyone … it is just like a big
family, the customers and staff. There is Mark, the young ‘washer upper’ who, to be
honest wouldn’t have found a job easily in this economic climate … but he is reliable
& everyone knows him. I think some people find the café a bit expensive, but it is so
tasty for morning tea, lunch or afternoon tea … she closes at 4pm and doesn’t open
at night but it is open 7 days a week. I know (but most people don’t) that she also
donates food left over each day it goes to the Women’s Refuge, just another example
of the family relationship with the local community.
I personally wouldn’t want Sunrise Farm to get any bigger. I know you have visited
the theme parks all over the world Sarah, but I don’t think you would get planning
permission here for those big roller coaster things. People can go to Alton Towers or
Flamingo Land if they want dangerous rides. It would be a complete change of
organisation and would need a lot of financial investment to turn Sunrise Farm into a
theme park.
What do I think of the future? Well not a theme park that is for sure. This family have
always been aware of the environment … it is an organic farm and café and maze.
Why not concentrate on the maze and perhaps a small zoo with farm animals, bigger
than the one you have now. Perhaps a few cows and goats that children can milk or
sheep that can be sheared. A day trip out to the organic farm.
I think also you could bring children to work on the farm so perhaps have a hostel type
place or tents where school children can come for a few days and learn about farming
in North Yorkshire. I know it could be a hassle with health & safety but if anyone can
do it the Grahams can do it! They are just one of those families that work hard but
care for the community and want to put back into the community. I am sure it could
be a charity and I would be supportive of the idea.
What would I do to improve Sunrise Farm? To be honest …. Absolutely nothing!
Perhaps on odd occasions and opportunity for a special dinner event in the café with
a local chef but to be honest I like it the way it is!
Interview 4: Teenager at Local School
I have a job at Sunrise Farm. I work here on Saturday in the kitchen. To be honest I
wasn’t very good at school it wasn’t for me I didn’t like the school rules and I wasn’t
very good when I got here. Jane was patient with me because to be honest I didn’t
want to be here. My mum had given up on me I wouldn’t get out of bed to go to school
and I think she had a word with Jane. I have been here for six months now, I started
clearing tables and then I worked in the preparation of food and now I know I want to
be a chef when I am old enough.
I had heard of Sunrise Farm but never visited. I know my mum came here for a cup
of tea with her neighbour occasionally to the café, but I hadn’t been. There was
nothing here for me. It was a place for old people or hippies with the organic stuff or
small children coming with their parents for the playground.
Even when they opened the maze I didn’t come and neither did my friends … it seemed
a bit childish to be honest … for children and families. But after I had been here a few
weeks Jane took the time to take me into the maze. We talked as we walked around
and got lost and we laughed. She suggested when we got to the centre that perhaps
in the summer holidays, I could be the person in the middle giving away the ice cream!
I would like that … being outside all day and listening to people getting lost. She is a
kind person your mum Sarah. No one has trusted me like your mum has trusted me.
What do I think of Sunrise Farm? There is really nothing for the teenagers like me
here at Sunrise Farm. The café is too expensive and full of old people, and the
children’s playground is for kids not people like me and my friends. I saw a horror film
once; it was American, and all these high school kids had finished school and went at
night to a maze and it was spooky with ghosts and things jumping out of dark corners!
A bit like the Dungeon in York … which is scary. Maybe they could do that in the winter
& at weekends and at Halloween … it would be good fun. So, the families could go in
summer during the day and the teenagers could go at night.
I have been to Flamingoland, but it cost £80 for the day & that was without food and
drinks which was expensive … it was awesome I loved every moment of the day. It
was a pain to queue for the rides, but the wait was worth it. I know you can’t do it here
at Sunrise Farm but that’s ok. I would rather come here and do something like a scary
night with my mates for £10 and spend all night here … like birthday parties or hen
nights or stag nights and just camp perhaps I don’t know it is just an idea.
What do I think of the future? When I finish school, I am going to come here full time
and go to the college for training in the kitchen one day a week. I do like it here, I work
with Mark in the kitchen and he makes me laugh, when I was at school I didn’t speak
to him he was a bit strange but now I understand a bit more and help him out at times
when he gets a bit flustered. Don’t tell him, but to be honest I am a bit scared of the
head chef.
Interview 5: Young Couple with no children
Sunrise Farm has been around for what seems like forever, but I had never visited
before, no reason really, I have just never thought about it, never seen it advertised.
To be honest I am not sure I would visit an organic café, not really my ‘thing’.
So, I first came here about a month ago with a friend from work. She lives close by
and suggested it. There is lots of parking and it is well signposted off the main road.
We had coffee in the café, and I was so surprised how lovely the organic food was …
the café had a big open fire, with lots of comfy chairs and great magazines, my friend
is always late so I sat in front of the big fire with a magazine and waited for her. I felt
comfortable being on my own. You know how sometimes cafes make you feel funny
if you are on your own but here everyone was friendly, and it just felt so comfortable.
On that first day we had a great cup of coffee and a huge sharing platter of organic
food. It was lunch time and the place were busy, but we didn’t feel rushed.
I took my partner back last weekend for a big breakfast and he loved it too. Eggs from
the farm and home-made organic bread and fresh tomatoes from the green house
outside … you can’t beat the freshness of the food … it was just great and my partner
who is a fussy eater thought so too. And the home-made Sunrise Farm jam was also
special! We will go back for food.
However, there is no reason for us to visit apart from the café … we did visit the shop,
but we were in a hurry and didn’t stay long. Maybe we will visit at Christmas time when
I am looking for ideas for presents or maybe buy our Christmas tree there.
My partner and I are keen cyclists and have decided to visit the café again with our
friends after a bike ride. There is plenty of room for our bikes outside the café in the
new bike sheds.
What do I think of Sunrise Farm? I think it is a great café and now I know about it I
will go more often. I may visit the shop, but I wouldn’t go out of my way to visit as it is
too far from home. I am not really into organic food I always think it is more expensive
and I do buy my meat from the supermarket. However, having been to the café you
can taste the difference. I understand they have a maze but there is a separate car
park for that attraction. To be honest I think it is just for children and we don’t have
children … we have a dog though. I will have to look to see if dogs can go into the
café and shop, probably not because I think they have rabbits & pets behind the café.
What do I think of the future of Sunrise Farm? I really think they need to promote
Sunrise Farm to people in York and the surrounding district. They need to tell people
about the café and the organic shop. I do think the rest of the farm is for families but
maybe one day I will take my little nephews and nieces for an afternoon at the maze,
it depends how much it costs though!
Interview 6: Local Resident who has not visited (empty nester)
Do you know I have lived in this area all my life, I was a teacher at the primary school
for many years and I have never been to Sunrise Farm! I have no idea why … well I
do know I don’t drive now, and my children all live in different parts of the country so I
don’t know how I would get there. I just can’t get there as the bus doesn’t go past the
end of the road of Sunrise Farm. I don’t know what is there so I wouldn’t get a taxi to
a place I have never been before.
My friend goes each year to pick fruit and she always brings some for me … I couldn’t
bend down and pick at my age, but I have to say the fruit is very tasty. Apparently,
there is also a nice café … with outdoor seating in summer and a big fire in winter.
I don’t know about organic food … what is that? Does it mean no chemicals on the
land? I suppose it is food that tastes good, like it did after the war. Once they started
to put chemicals on the land after the war it feels like we all got sick.
I go to church every Sunday and a member of the congregation picks me up for
morning service and takes me home. It is very kind of them. I would like to thank
them for helping me perhaps one day I could suggest we go to the Sunrise Farm café.
It is strange at my age not being able to get around. I used to drive everywhere but
now I must depend on other people and to be honest it does get a bit lonely especially
in winter. But I like living in my own home and don’t want to be a burden to anyone, so
I manage quite well. I walk to the local Co-op and manage to buy a few things a day.
They know me there and are always helpful.
What do I think of Sunrise Farm? Well I would love to visit one day but would have to
ask my friend to take me in her car and I don’t want to impose on her. She tells me
that lots of people from around here work there so it would be good to see some
friendly faces. I used to teach at the local primary school so would remember some of
the past students who work there I am sure.
What do I think of the future? I read in the paper that they had won an award, so it
sounds as if they are busy expanding. If they offered a bus for perhaps all the older
people around here maybe one afternoon every few weeks, they could pick me up I
would love to go for a cup of tea. I wouldn’t mind paying for a coach … and it would
be good to make some new friends of my age group.
Sarah, I remember you at primary school when I was your teacher, you were always
such a good pupil and I am so pleased you have got all the qualifications I am very
proud of you and I knew you would do well in life. I hope this interview is of some help
and maybe one day I could visit your wonderful café.
You will pick me up next week … that is wonderful I look forward to spending more
time with you and your mother over a cup of tea!
Interview 7: Fruit Picker
I always visit Sunrise Farm to pick raspberries and strawberries once a year in June.
They are the most beautiful fruit and the farm is so well organised. There is plenty of
parking, and lots of buckets to put your berries in. The staff from the farm are the
same every year and they remember you. There is one who always remembers me …
he says, ‘hey up here she comes … best picker in North Yorkshire!!’ I always pick
more than I need but I give them to friends after I have made jam. I love strawberries
and cream and raspberries and cream … my favourite!
I have not been to the café or shop. I just get the feeling that being organic it will all
be a bit expensive and to be honest I don’t think you can tell the difference. My kids
are not going to know if the carrots are organic or not organic. My partner couldn’t
care less as long as his meal is hot and on the table at teatime! If I was honest, I don’t
know what organic means … is it no fertilisers on the land? So, they don’t put
chemicals on the fruit to make them grow bigger is that it? Is it all natural? What about
in the café I would think being organic means it is more expensive.
My friend has been to the café she said it was nice but a bit pricey. So, for a cup of
tea and scone it was nearly £6. I could go to Asda and get the same for £2. To be
honest I would feel a bit uncomfortable going into a ‘posh’ café like that. Our family
prefer going to McDonalds than a fancy café like that.
I heard that they have a maze … we haven’t been either. We took the kids to Flamingo
land last year. I had some vouchers, two for the price of one, and we took all the kids
and the grandkids. It cost us over £250 for the day what with the vouchers, chips and
ice cream. But we had a good day and the kids enjoyed every minute, they went on
all the rides, it was a pain having to queue for all the rides, but we got there about 10
and stayed until the sun went down. We wouldn’t go often perhaps once every two or
three years, but we would go back. I wonder how much the maze costs here. I haven’t
seen it advertised much but I see all the cars when I come for the fruit. It could be a
good laugh … for the little grandkids anyway they might like it.
What of the future of Sunrise Farm? I like going to get my fruit as I am a regular,
perhaps I will get a discount next time I am there! So please don’t change anything
about the raspberry & strawberry picking … I would pick anything to be honest so if
they could open it up to vegetables, I would be there like a shot. I would like to pick
beans and peas and stuff. I think it would be good for my kids to see the vegetables
growing … my granddad used to grow vegetables on his allotment, and I used to go
down to help him. My kids missed out on that, so perhaps this could replace it. I know
the family have been here for years, you and Billy went to the local school with my
kids, didn’t you? I hope you do well Sarah, I remember your mum taking some rabbits
and goats into school for morning assembly and lots of fruit and vegetables for the
harvest festival … it’s a good family the Grahams, you are part of the local district, a
good family
Interview 8: Annual Family Visitor (children aged 10-15 years)
We used to live around here, both me and my husband went to school around here.
We have three children, Mark 15, Holly 13 and James 10. We moved about 25 miles
away, but we always come back to buy our Christmas tree from here. It is part of our
family tradition. Once a year we come and have a look at the shop, which Jane dresses
up beautifully … it is a real Christmas shop, lots of decorations and lights and presents
for everyone. I love Christmas. I often buy some Sunrise jam for my nan from here,
you can tell it is fresh, and very tasty. And the Christmas trees come in pots, so they
are living, and we have planted some in the garden after Christmas, they don’t seem
to grow very well in our garden, not sure why … I haven’t got green fingers, anyway it
means we come back each year to buy another!
I tell a lie, this year we came in summer and went around the maze. We had been
over this way to visit a friend & her family and they suggested a visit to the maze. It
was a hot day … but now my kids are older we decided to give it a go. My 15-yearold thought it was babyish … you know how they are at that age; they think they are
so cool, and they don’t speak they just grunt! He was wearing a hoody and it was a
boiling hot day. But we persuaded him to come with us and off the three of them went
into the maze. All we could hear was laughing and screaming and more laughter!
Eventually after about half an hour they reached the centre and there was a free icecream! What a bonus! Why did we like it? It was a real family occasion. What started
as a chore or boring as all the kids said on a hot day, turned into a really fun thing to
do! I can’t remember how much it cost, not a lot and a free ice cream, but it was worth
it. A good family afternoon in the sun. It won’t happen again for a while.
When you think about it, a maze visit for teenagers is not cool and they wouldn’t
choose to visit but because we were there we decided to give it a go, and persuaded
the kids who were reluctant and afterwards they all admitted to having a good time. I
suppose if he had gone with school with his friends, he would have enjoyed it as well.
Perhaps they could do school visits.
I hadn’t brought a picnic as the visit wasn’t planned, and I know any café is expensive
for a family of five … but I was quite surprised with the free ice-cream and we had
drinks all round cos it was so hot and they were not too expensive. They were organic
drinks … but tasted ok. I didn’t realise the café was organic. I don’t buy organic food
as I always think it is expensive, but the drinks were fine & tasted good. The kids liked
them too and they are really fussy eaters.
I noticed also that there is fruit picking in June … I didn’t realise … that that would be
a good family thing to do as well … we all like strawberries and raspberries and I am
sure they will taste good picking them straight from the bush! But to be honest the
kids are so busy with sport at the weekend in summer that I would forget to come.
Both me and my partner work full time so we wouldn’t go to pick during the week &
weekend are busy. If they sent me a reminder, being a winter visitor perhaps I would
remember to come and pick fruit.
What of the future of Sunrise Farm? I just love it the way it is. I know as the children
get older, they won’t want to come with us to choose a Christmas tree, but it is our
family tradition. Now the kids are older we could perhaps treat the whole family to
breakfast in the organic café … it could be expensive but makes our Christmas visit
special.
Interview 9: International Student at York University
I have only been living in the area for a year, so I hadn’t heard of Sunrise Farm until
my friend told me you wanted to do these interviews. I am studying English Literature
so I am here for a few years. The university organised a few trips for students when
we had just arrived to see the local area though, and we visited a farm on one day trip.
On the other day trip we went shopping to Leeds. This is my first visit to England and
it was nice to meet other students like me while doing things that were not studying.
I definitely like the sound of organic food and vegetables, I prefer to have more natural
food and products. But to shop for food takes a long time without a car and I don’t think
I would travel all the way to a farm shop. Natural products are very important to me
though, and I always buy only natural makeup and skincare products because I want
to be sure I am helping the environment and also being more healthy. I think maybe if
there was a way to get this easily at the university I would be happy to buy these foods
from the farm.
I suppose the maze, I could visit. If the day was nice. I don’t really have suitable clothes
or shoes to walk in the fields like that though.
I really don’t like the idea of fruit-picking! No. I don’t want to get my food when it is still
covered in dirt like that. But I think it might be very interesting to see the farm and
maybe the animals. Do you live in a farmhouse? I think maybe we have an idea of
British life in the countryside from films and TV where everyone is either a servant or
Royalty or something and as a visitor it’s nice to see something we know is really
British. In York there is a lot of historical buildings and it’s great to take pictures and
send home to friends or to take family when they visit. But real people don’t live in
many of them do they? They are just restaurants and shops and museums. My sister
came to visit a few months ago and we spent lots of time just visiting traditional places
so she could see them and get photographs. We both really like to learn history and
we have been to the railway museum and on the steam railway line out to Whitby as
well as going shopping in the old parts of York. So it’s the sort of thing, I could come
when my family visits.
The café? Well we don’t normally go out somewhere for a coffee, that’s what old
people do! But if you say there is more of a restaurant there too, with meals, that might
be different. We don’t have a lot of money to spend, as students, but it’s always nice
to do something special for a birthday or when family are visiting and maybe they can
pay!
If you were making the place into a bigger tourist attraction I would definitely be
interested to visit. A theme park would be amazing, especially if it was historical in
some way or if there were some rides. We would need to be able to get there by bus
or bicycle though, or it would depend on the university organising a trip for us.
Sunrise facilities
Comment
facilities
to
the
Parking Area
Parking area is big,
Improvement area
Respondent Type
NO
Regular Customer to
convenient, and plenty
the Café: Female
Aged 60 years, Fruit
picker
Maze
-Free ice cream award
is amazing
-A
good
-Maybe
idea
for
build
a
big
playground for children
Regular Customer to
the Café: Female
children
Aged 60 years,
-No advertisement to
Occasional Family
tell people
Visitor to the Cafe
-Funny
(children aged under 5
years), Local
Councillor, Teenager
at Local School, Fruit
picker, Annual Family
Visitor (children aged
10-15 years)
Sunrise Farm
– Keep it, don’t want
No
Occasional Family
Visitor to the Cafe
change anymore
(children aged under 5
years), Local
Councillor, Annual
Family Visitor (children
aged 10-15 years)
-Not for teenager, feel
-Do some promotion
Teenager at Local
bored
– Provide bus service for
School, Young Couple
-It has a great café
old people
with no children, Local
– Make the place into a
Resident who has not
bigger tourist attraction
visited (empty nester),
Fruit picker,
International Student
at York University
Shopping
– It is a real Christmas
No
Annual Family Visitor
shop
(children aged 10-15
– lots of decorations and
years)
lights
and
presents,
Christmas trees
Cafe
– A little expensive
Occasional Family
– Cafe menu depending
Visitor to the Cafe
on the seasons, food is
(children aged under 5
years), Local
organic and fresh
–
It
has
a
Councillor, Teenager
good
community
at Local School, Young
– It has a big open fire,
Couple with no
which make people feel
children
comfortable
Organic product
– The price is little
– Do some discounts
Regular Customer to
expensive
the Café: Female
– The food is fresh,
Aged 60 years,
healthy and taste good
Occasional Family
– It has fresh jam
Visitor to the Cafe
(children aged under 5
years), Young Couple
with no children, Fruit
picker, International
Student at York
University
Fruit pick
– It is very funny
– Open vegetables to
Regular Customer to
– The fruit is very fresh
pick
the Café: Female
– The most beautiful
Aged 60 years, Local
fruit and the farm is
Resident who has not
organised
visited (empty nester),
Fruit picker
Distance
Long distance
– Offer bus service
Young Couple with no
children, Local
Resident who has not
visited (empty nester),
International Student
at York University
Q1
Q2
4/12/2019
4/12/2019
4/12/2019
4/13/2019
4/13/2019
4/13/2019
4/14/2019
4/14/2019
4/14/2019
4/15/2019
4/16/2019
4/17/2019
4/17/2019
4/18/2019
4/18/2019
8/9/2019
8/9/2019
Q3
10:15 Doncaster
11:00 Manchester
15:00 Selby
11:15 Doncaster
11:35 Selby
13:00 York
10:30 Selby
11:45 Whitby
15:00 Leeds
12:30 Selby
11:43 York
11:00 Leeds
14:00 Harrogate
10:00 York
10:00 York
10:00 Bogota
14:30 York
8/10/2019
8/10/2019
8/10/2019
8/10/2019
8/10/2019
8/10/2019
8/10/2019
8/11/2019
8/11/2019
8/11/2019
10:30 Selby
11:00 West Haughton
11:15 Skelton
12:30 York
14:00 York
14:00 Harrogate
14:30 London
10:00 Harrogate
14:00 Selby
15:10 York
8/12/2019
9:00 Selby
8/12/2019
10:00 Skipton
8/12/2019
8/12/2019
8/12/2019
8/12/2019
10:32 Morecambe
11:30 York
13:45 Cornwall
14:00 Harrogate
8/12/2019
14:00 Selby
8/13/2019
10:00 Selby
8/13/2019
8/13/2019
8/14/2019
8/14/2019
11:00 York
13:00
9:00 Harrogate
11:30 York
8/14/2019
8/15/2019
12:30 Liverpool
10:30 Harrogate
8/15/2019
8/15/2019
11:00 York
11:30 York
Q4
Here with family
Here with family
Here with children
Here with family
Here with children
Here with children
Here with family
Here with family
Alone
Here with family
Here with family
Here with friends
Here with family
Here with family
Here with family
Here with family
Here with family
Here with family, Here
with children
Here with children
Here with friends
Here with friends
Here with family
Here with children
Here with family
Here with children
Here with children
Here with friends
Here with friends, Here
with children
Here with family, Here
with children
Here with family, Here
with children
Here with children
Here with family
Here with family
Here with family, Here
with friends, Here with
children
Here with family, Here
with children
Here with family, Here
with children
Here with family
Here with children
Here with friends
Here with family, Here
with friends, Here with
children
Here with family
Here with family, Here
with children
Here with family
Q5
Q6
4
Northern Ireland
4
Lithuania
5
Wales
More than 5
3
5
England
2
England
3
England
England
England
England
England
Colombia
England
England
England
Isle of Man
England
4
1
4
4
4
4
1
1
3
3
2
3
2
4
2
3
4
1
England
5
England
5
England
England
England
England
3
4
3
More than 5
More than 5
3
England
England
England
England
4
More than 5
3
1
England
More than 5
More than 5
England
Scotland
2
4
8/15/2019
8/15/2019
11:45 Cornwall
16:00 Helperby
Here with family
Here with friends
11/15/2019
11/16/2019
11/16/2019
11/16/2019
11/16/2019
17:50 York
11:00 York
11:00 Malton
13:15 Ripon
14:30 Selby
Alone
Here with family
Here with family
Here with family
Alone
England
Scotland
Netherlands
England
Here with family, Here
with children
3
2
2
More than 5
2
11/17/2019
11/17/2019
12:00 York
13:42 Leeds
11/19/2019
14:30 Doncaster
Here with children
11/19/2019
18:20 York
Alone
11/20/2019
11:00 Leeds
Here with family
England
3
11/20/2019
14:30 Market Reighton
Here with family
England
1
11/20/2019
16:30 Selby
Here with family
England
1
11/20/2019
16:30 Goldthorpe
Here with family
England
More than 5
16:00 Leeds
Here with friends
11/21/2019
Alone
5
England
2
2
Q7
Yes
Yes
No
Yes
No
Yes
Yes
Yes
No
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Q8
Car
Car
Bus
Car
Car
Car
Car
Car
Car
Car
Car
Car
Car
Car
Car
Car
Car
Q9
Visit cafe, Pick fruit
Visit cafe, Pick fruit, Visit shop
Visit cafe, Pick fruit, Visit shop
Visit cafe, Visit shop
Pick fruit, Visit shop
Visit cafe, Pick fruit, Visit shop
Visit cafe, Pick fruit, Visit shop
Visit cafe, Visit shop
Visit shop
Visit cafe, Visit shop
Visit cafe, Pick fruit, Visit shop
Visit cafe, Visit shop
Visit cafe, Pick fruit, Visit shop
Visit cafe, Pick fruit, Visit shop, Visit maze
Visit cafe, Pick fruit, Visit shop, Visit maze
Pick fruit, Visit shop
Visit cafe, Pick fruit, Visit shop, Visit maze
Q10
Yes
Yes
No
Yes
Yes
No
Yes
Yes
Yes
Yes
Car
Car
Bicycle
Car
Car
Car
Car
Car
Car
Car
Visit cafe, Pick fruit, Visit shop, Visit maze
Visit cafe, Pick fruit, Visit shop, Visit maze
Visit cafe, Visit shop
Pick fruit, Visit maze
Visit cafe, Visit shop
Visit cafe, Pick fruit
Visit cafe, Visit shop, Visit maze
Visit cafe, Visit shop, Visit maze
Visit cafe, Pick fruit, Visit shop
Visit cafe, Pick fruit, Visit shop
organic fruit or vegetables, organic sweets, snacks
organic beverages or alcohol, organic ice cream, F
organic fruit or vegetables, organic sweets, snacks
No
Car
Visit cafe, Pick fruit, Visit shop
organic sweets, snacks or biscuits, Fresh food from
Yes
Car
Visit cafe, Pick fruit, Visit shop, Visit maze
organic fruit or vegetables, organic ice cream, Fre
Yes
Yes
Yes
No
Car
Car
Car
Car
Visit cafe, Pick fruit, Visit shop, Visit maze
Visit cafe, Visit shop, Visit maze
Visit maze
Visit cafe, Pick fruit, Visit shop
organic beverages or alcohol, Sunrise Farm Jam o
organic beverages or alcohol, organic ice cream
No
Bicycle
Visit cafe, Pick fruit, Visit maze
Yes
Car
Visit cafe, Pick fruit, Visit shop, Visit maze
organic beverages or alcohol
Yes
Yes
No
Yes
Car
Car
Bus
Car
Visit cafe, Pick fruit, Visit shop, Visit maze
Visit cafe, Visit shop
Visit cafe, Pick fruit, Visit shop, Visit maze
Visit cafe, Pick fruit, Visit shop, Visit maze
organic beverages or alcohol, organic ice cream, o
organic sweets, snacks or biscuits, Sunrise Farm J
organic fruit or vegetables, organic ice cream, orga
Yes
No
Car
Car
Visit cafe, Pick fruit, Visit shop
Visit cafe, Visit shop, Visit maze
organic ice cream, Fresh food from the delicatesse
Fresh food from the delicatessen, Sunrise Farm Ja
Yes
No
Car
Car
Visit cafe, Pick fruit, Visit shop, Visit maze
Visit cafe, Pick fruit
organic sweets, snacks or biscuits, Fresh food from
organic fruit or vegetables, Fresh food from the de
organic fruit or vegetables, Sunrise Farm Jam or C
organic ice cream
organic fruit or vegetables, organic sweets, snacks
organic ice cream, organic sweets, snacks or bisc
organic fruit or vegetables, organic beverages or a
organic beverages or alcohol, organic ice cream, o
organic fruit or vegetables, organic beverages or a
organic ice cream, organic sweets, snacks or bisc
organic beverages or alcohol, organic ice cream, S
organic beverages or alcohol, Fresh food from the
Fresh organic farm meat
organic fruit or vegetables, Fresh food from the de
organic fruit or vegetables, organic ice cream, Fre
organic ice cream
organic ice cream, organic sweets, snacks or bisc
Fresh food from the delicatessen, Fresh organic fa
organic beverages or alcohol, organic sweets, sna
organic ice cream
organic sweets, snacks or biscuits
Home or decoration items
organic fruit or vegetables, organic beverages or a
Yes
Yes
Car
Car
Visit cafe, Visit shop, Visit maze
Visit cafe, Pick fruit, Visit shop
No
Yes
Yes
No
No
Car
Walk
Car
Car
Car
Visit shop
Visit cafe, Visit shop
Visit cafe, Visit shop
Visit cafe, Visit shop
Visit shop
organic ice cream, organic sweets, snacks or bisc
organic fruit or vegetables, organic beverages or a
organic sweets, snacks or
biscuits, Clothing, Gift hamper
Sunrise Farm Jam or Chutney
organic fruit or vegetables, organic sweets, snacks
Home or decoration items
Fresh organic farm meat
No
No
Car
Bus
Visit cafe, Visit shop
Visit cafe, Visit shop
organic fruit or vegetables, Fresh
food from the delicatessen
organic ice cream, Fresh organic farm meat, Sunr
Yes
Car
Visit cafe, Visit shop
No
Car
Visit shop
Fresh food
the delicatessen
organic
fruitfrom
or vegetables,
Fresh
organic farm meat, Sunrise Farm
Yes
Car
Visit cafe, Visit shop, Visit maze
organic ice cream, Home or decoration items
Yes
Car
Visit shop
organic fruit or vegetables, Fresh food from the de
Yes
Car
Visit shop
organic fruit or vegetables, organic beverages or a
Yes
Car
Visit cafe, Visit shop
organic beverages or alcohol, organic ice cream, o
No
Car
Visit cafe, Visit shop
Home or decoration items
Q11
25-34
Over 65
25-34
18-24
35-44
45-54
18-24
45-54
45-54
45-54
25-34
25-34
35-44
Over 65
35-44
45-54
35-44
Q12
£50-59.99
£20-29.99
£10-19.99
£0-9.99
£20-29.99
£30-39.99
£60-69.99
£50-59.99
£50-59.99
£30-39.99
£40-49.99
Over £100
£40-49.99
Over £100
£90-99.99
£20-29.99
£60-69.99
Q13
Clean toilets
Sunshine!!
35-44
35-44
35-44
25-34
25-34
35-44
25-34
25-34
35-44
45-54
£30-39.99
£70-79.99
£10-19.99
£10-19.99
£30-39.99
£50-59.99
£20-29.99
£20-29.99
£50-59.99
£40-49.99
25-34
£80-89.99
35-44
£60-69.99
More animals
35-44
35-44
35-44
18-24
£50-59.99
£60-69.99
£20-29.99
Over £100
Cheaper coffee
Alpacas
Variety of different Animals
It was perfect
35-44
£20-29.99
Always enjoy an afternoon here in the summer holidays, more staff at the ice cream stand to reduc
25-34
£20-29.99
Everything was perfect! I had no idea you were right on our doorstep. We picked some.delicious fru
35-44
45-54
35-44
35-44
£50-59.99
Over £100
£70-79.99
£20-29.99
Changing facilities for babies. Ended up on the floor in the toilets. Not the best.
25-34
45-54
Over £100
£90-99.99
More options for baby food
Tractor rides and pig racing
35-44
25-34
£50-59.99
£70-79.99
We had a great time in the maze and there was lots of fruit to pick. It would be great to have an eas
More undercover seating areas as it rained a lot!
More variety of ice cream flavours!
Daughter wanted to pet the piglets, so some form of access would be cool (she enjoyed Holme Far
It would be lovely if you could start doing birthday cards? Maybe a collaboration with a local artist?
Natural soaps available in the shops
Local Farmer’s and Craft Market!
n/a
Be nice to see the maze in better weather!
Accessible animals for petting
n/a
Traditional English wildlife
Bigger local meats selection in the farm shop
My son loved the animals but really wanted to be able to get closer and meet the pigs.
More vegan options in the cafe
Better parking
I’d like to have the time to explore the maze.
Improved sign-posts on the main road – almost drove past!
More activities for the kids
Talks on the pigs
More gift options in the shop, which come from local artisans.
More animals
35-44
55-64
£60-69.99
£40-49.99
More animals, tractors, show gardens, show veg patches
Crafts
35-44
55-64
35-44
45-54
35-44
£80-89.99
£10-19.99
£70-79.99
£30-39.99
£80-89.99
25-34
25-34
£60-69.99
£20-29.99
25-34
£20-29.99
45-54
£40-49.99
25-34
£20-29.99
55-64
£20-29.99
No Christmas Decorations. It’s only November!!
55-64
£40-49.99
All good 🙂
35-44
£90-99.99
Better disabled access to the disabled toilets.
45-54
£70-79.99
Father Christmas for the kids
A place to dry wet coats and boots while had our tea and cake
More flavours in the ice cream.
Turkeys!
More victoria sponge in the cafe please!
I should come in the spring and pick some fruit, if I happen to be in the area. But my grandparents l
Better wine selection
would be great to have an easy access hand wash for after picking and meeting the animals. A trip to the toilets is always such a faff with kid
ets is always such a faff with kids.
4/14/2021 10:15
4/14/2021 10:17
4/14/2021 10:19
4/14/2021 10:21
4/14/2021 10:24
4/14/2021 10:28
STUDENT EXAMINATION NUMBERS
Y3873557
Y3879511
Y _______________
Y _______________
Y _______________
Module No:
MAN00112M
Module Title:
Research Methods
Module Tutor:
Dr Matthew Holmes
Dr Ziyun Fan
Professor Sonal Choudhary
Dr Danson Kimani
Dr Shenghua Shi
Essay Title:
Summative Assessment B – Summer Term
Sunrise Farms Group Project
Group Number
Group 62
Word Count:
1
TITLE
Table of Contents
Chapter
Subsection
Page Number
Chapter 1: Introduction
Chapter 2: Guide to
Methods
2.1 Mixed Methods Techniques
2.2 Qualitative Analysis Techniques
2.3 Quantitative Analysis Techniques
Chapter 3: Results
3.1 Thematic Coding of Interview
Transcripts
3.2 Pearson Chi-Square Analysis of
Survey Data
Chapter 4: Evaluation and Reflection
Chapter 5: Conclusions
References
Appendix
Chapter 1: Introduction
Chapter 2: Guide to Methods
2.1 Mixed Methods Techniques
As practical business research, this research is underpinned by a pragmatic
standpoint tying together subjective and objective perspectives, allowing both
viewpoints to generate a bigger picture (Saunders et al., 2019). To best assess the
needs of Sunrise Farm and it’s customers this essay will utilise a convergent mixed
2
methods research design to simultaneously conduct both qualitative and quantitative
data analysis of equivalent status (Denscombe, 2021). This converging parallel
research design will allow for comparison between the two different strands of data,
which together can be used to interpret the needs of Sunrise Farm customers
(Harvard Catalyst, 2023). This approach best applies to the research question as
both the interview transcript and customer survey data carry equal weighting and can
be understood independently before drawing the findings into a comparative and
concluding picture. Mixed methods analysis is a practical tool allowing for a more
complete study able to utilise both fact and meaning. Quantitative and qualitative
research operate in separate paradigms, however, the combination of the two is
beneficial for understanding consumer behaviour (Bell et al., 2019). The available
data utilised in this mixed methods analysis will not be sampled due to the scale of
information available.
2.2 Qualitative Analysis Techniques
2.3 Quantitative Analysis Techniques
Chapter 3: Results
3.1 Thematic Coding of Interview Transcripts
Thematic analysis is the chosen qualitative data analysis technique used for
the analysis of the interviews conducted for this research. And as Williams and
Moser (2019) discuss, once the researcher provides a theme with a code, the object
is to arrange things in a systematic order, to make something part of a system or
classification which then permits data to be grouped and relinked in order to
consolidate meaning and explanation (Lincoln and Guba 1985, p.21). In the case of
the Sunrise Farm research, the objective is to discover ‘What diversification
opportunity would best meet the needs of Sunrise Farm and its current customers?’.
This research objective can be used to group and refine themes that emerge in the
thematic analysis of the interview transcripts into 5 key codes which capture both the
3
needs of the customers and their views on possible diversification opportunities:
community, affordability, enjoyment, accessibility and transport, and future
development. A full table of coding for these 5 codes is available in the appendices
of this report which details the code, a definition of the code and quotations from the
various interview transcripts. The transcripts frequently referred to the sense of
community, friendship and inclusivity that they value at Sunrise Farm, with comments
such as “He is part of the family now” (Interview 1). These comments often refer to
the positive interpersonal connections with farm staff and other customers at the
farm, generating significant value and proving to be an important motivator for
customers’ visits; therefore, coded as “Code 1: Community”. The affordability of the
products and services, reported as “Code 2: Affordability”, emerged as a key need
for the customers of Sunrise Farm; with comments consistently referring to products
and services with the words “price” (Interview 7), “budget” (Interview 2), “expensive”
(Interview 2), “costs” (Interview 5). “Code 3: Enjoyment”, captures the need for family
fun and enjoyment in the customers’ experience at Sunrise Farm. Customers often
used words such as “fun” (Interview 8) (Interview 2) and “laughed” (interview 8)
when describing their experiences at the farm. The ability to have a good time was
an important factor in customers’ decisions to visit the farm. “Code 4: Accessibility
and Transport”, focuses on the need for easy access to the facilities for all
customers. Frequently, comments such as “well sign-posted” (Interview 5) and
“parking” (Interview 7) (Interview 1) (Interview 3) referred to transport, and other
comments referred to accessibility such as “room in the shop” (Interview 2). Lastly,
comments related to the expansion of Sunrise Farm into a theme park were coded
as “Code 5: Expansion”. This theme captures the customers’ opinions about the
potential of Sunrise Farm to become a theme park. Comments such as “they need
to…” (Interview 5) and “It would be a complete change of organisation” (Interview 3)
indicate that customers have specific ideas about how Sunrise Farm can evolve. At
the same time, comments such as “I would hope it would stay as it is” (Interview 1)
indicate that customers have a deep emotional connection with the farm and want it
to continue to offer the same experiences in the future without developing into a
theme park. Overall, the 5 key themes identified in this study strongly suggest that
participants appreciate the community-driven approach to business and its
long-standing traditional practices. The overall sentiment from the coding is that
customers ‘needs’ in the current and future development of the farm are affordable,
4
easily accessible facilities and products that provide enjoyment for the whole family
through community-driven attractions and services. Participants expressed a strong
desire that the farm remains a farm shop and café with seasonal attractions, and not
become a theme park in the future.
3.2 Pearson Chi-Square Analysis of Survey Data
As detailed previously, the quantitative statistical analysis chosen for this
study is the Pearson Chi-square test. The hypothesis formulated for this research,
that the chi-square test aims to investigate is: “If the age group is related to the
product category, then we would expect to see a significant association between
these variables because different age groups may have different preferences and
needs for different types of products”. And therefore the null-hypothesis is that
“There is no significant association between age group and product category, and
any observed differences are due to chance”. The results tables of the chi-square
test revealed no significant association between the variables of age category and
products purchased. An ‘alpha-value’, or ‘p-value’ of p
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
