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ERIC Number: ED051488
Record Type: RIE
Publication Date: 1969-Nov
Pages: 391
Abstractor: N/A
Reference Count: 0
The Effect of a Planned Communication Program on Change of Attitude and Knowledge of the Urban Dweller Toward Chemicals and Pesticides.
Gruenhagen, R. H.
The objectives of this study were: (1) to identify the middle and upper-middle class urban audience in terms of certain selected variables; (2) to design and perfect techniques to measure attitude toward and knowledge of pesticides and chemicals; (3) to determine the present knowledge and attitude of the audience toward pesticides and chemicals; (4) to determine the effectiveness of a planned Extension communications program in bringing about a change in attitude; and (5) to ascertain the relative effectiveness of various Extension communication methods in searching and influencing the selected audience. To accomplish these objectives, the research plan was designed to: (1) collect data from a random sample of individuals within the test population in order to obtain an audience profile and to identify benchmarks of knowledge and attitude; (2) expose a selected test area to a planned experimental communications program; (3) collect data from a second random sample within the test population so that post-treatment profiles and benchmarks could be established; and (4) evaluate the effectiveness of the experimental treatment and of the separate communication media used in changing levels of knowledge and attitudes. Results, conclusions, and recommendations are given. (Author/DB)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: Virginia Polytechnic Inst., Blacksburg. Extension Div.; Federal Extension Service (USDA), Washington, DC.