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ERIC Number: ED011092
Record Type: RIE
Publication Date: 1965
Pages: 12
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
SOURCE CREDIBILITY AS AN EVALUATION TOOL FOR EXTENSION ECONOMISTS.
LUTZ, ARLEN E.; STONECIPHER, CHARLES L.
THIS STUDY SOUGHT TO APPRAISE THE EFFECTIVENESS OF PRESENTING LIVESTOCK FEEDING INFORMATION BY TELEVISION. AUDIENCES OF "OUTLOOK" TELECASTS IN THE OMAHA AND SIOUX CITY AREAS RATED EXTENSION ECONOMISTS ON AN 18-ITEM SOURCE CREDIBILITY CHECKLIST WITH A SEVEN-POINT SCALE. RATING SHEETS WERE RETURNED BY 26 PERSONS AT OMAHA AND 40 AT SIOUX CITY, AND 11 EXTENSION ADMINISTRATORS AND AGRICULTURAL EDITORS ALSO RESPONDED. RATINGS WERE MADE ON SAFETY, DYNAMISM, QUALIFICATION, AND UTILITY, THAT IS, AUDIENCE CONFIDENCE, SPEAKER'S PERSONALITY AND EFFECTIVENESS OF PRESENTATION, AUTHORITY OF THE SPEAKER, AND APPLICABILITY OF THE PROGRAM TO THE SITUATION. THE KROPP-VERNER ATTITUDE SCALE WAS ADMINISTERED TO 66 LIVESTOCK FEEDERS WHO HAD MADE SOURCE CREDIBILITY RATINGS, AND TO 205 OTHER LIVESTOCK FEEDERS. SOURCE CREDIBILITY SCORES RANGED FROM 5.24 TO 6.19. THE RELATIVELY HIGH RATINGS, ESPECIALLY ON SAFETY AND QUALIFICATION, INDICATED THAT THE ECONOMISTS WERE SEEN AS CREDIBLE INFORMATION SOURCES. AMONG RESPONSES TO THE 18-ITEM KROPP-VERNER SCALE, 27 INDICATED HIGH SATISFACTION, 20 INDICATED MODERATE SATISFACTION, AND NINE INDICATED SLIGHT SATISFACTION. RESULTS OF THE SHORTER KROPP-VERNER SCALE WERE COMPARABLE. HOME TELEVISION AUDIENCES PROVED BASICALLY HOMOGENEOUS IN INCOME, EDUCATION LEVEL, SIZE OF FEEDING OPERATION, AND RELATED CHARACTERISTICS. NO SIGNIFICANT DIFFERENCES IN PRESENTATION WERE NOTED. THIS DOCUMENT INCLUDED FOUR REFERENCES. (LY)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Iowa (Sioux City); Kropp Verner Evaluation Scale; Nebraska (Omaha); SOURCE CREDIBILITY RATING SCALE