A survey of U.S.-based ag dealerships was conducted in April and May of 2010. A sample of 1,606 readers of CropLife magazine were selected from the total CropLife readership. Readers were selected based on title (dealership manager), and each was required to have a legitimate e-mail address. Each received a two-page survey via mail on April 2. Non-respondents then received an electronic follow-up with the opportunity to fill out an identical survey via Survey Monkey. There were 128 usable survey responses.
Nearly two-thirds of respondents were owners, general managers, or location managers, and more than 90% were managers at some level at a dealership location. The type of businesses included cooperatives (52%), independent dealerships both national and regional/local (44%), and agronomic consulting firms (6%).
