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2. Reaching extension's clientele: exploring patterns of preferred information channels among small farm operators
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Israel, Glenn (author / University of Florida Agricultural Experiment Station, Gainesville, FL.)
- Format:
- Journal article
- Publication Date:
- 1991
- Published:
- USA: Belhaven, NC : Southern Rural Sociology Section, Southern Association of Agricultural Scientists
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 92 Document Number: C06831
- Journal Title:
- Southern Rural Sociology
- Journal Title Details:
- 8 : 15-32
- Notes:
- AGRICOLA IND 92020546, Effective delivery methods are important to the impact of Extension programs. The effectiveness of delivering Extension programs can be increased by matching the information channels used by Extension to those preferred by segments of the clientele. This study explores the preference patterns of clientele for obtaining information. The influence of selected individual and structural characteristics on those patterns also is examined. Data from a mail survey (using the Total Design Method, or TDM) of small farm operators from six countries in Florida indicate that preference patterns vary. The analysis, using confirmatory factor analysis, verified the presence of a lower cost preference pattern and two higher cost patterns, on focused on individual consultation and the other on group educational activities. Regression analysis also was used to determine the influence of selected individual level and structural level characteristics on the emergence of different preference patterns. These results can be used as a guide to maximize contact in delivering information to various segments of Extension audiences. (original)