The Linda Vista Farmers Market offers a variety of fresh produce, prepared hot foods, baked goods, plants, jewelry and more. The main patrons of the market are individuals living in the Linda Vista neighborhood. The manager of the market would like to expand the customer base by getting USD students, faculty, and staff to shop there on a regular basis. In spring 2017, my undergraduate marketing research class will conduct a semester-long research project to determine how to increase patronage at the market from the USD community. The students will work with the manager to refine the research question; conduct both primary (interviews, surveys) and secondary research (market reports); and deliver a final written report and presentation of their findings to the client.