ERIC Number: ED079571
Record Type: Non-Journal
Publication Date: 1973-May
Wisconsin Farmers' Use and Understanding of Broadcast News. Research Report.
Kroupa, Eugene A.; Burnett, Claron
A survey of Wisconsin farmers in four market areas was made to determine their market information requirements, their surveillance of media market reports, and their understanding and use of market news received from the Wisconsin broadcast media. The survey was conducted as a follow-on to a study of the timing, frequency, and completeness of market news broadcast by Wisconsin radio and television stations. Specific objectives of the study were to document farmers' listening and viewing habits with regard to broadcast market news reports, to determine the kinds of market information farmers want from broadcast market reports, to rate the importance of mass media and personal sources of market information in making marketing decisions, to determine the usefulness of broadcast information in making various kinds of marketing and production decisions, and to measure farmers' understanding and knowledge of terms used in broadcast market news reports. The study data were obtained by personal interviews with 475 farmers. The findings of the study show that Wisconsin farmers have ready access to broadcast market price reports and other sources of market news information. The farmers cited radio as their single most valuable source of market news. The study found widespread misunderstanding of the USDA terms used in broadcast market reports. (DB)
Descriptors: Bulletins, Farmers, Information Needs, Marketing, Mass Media, Participant Characteristics, Radio, Surveys, Television
Agricultural Bulletin Building, 1535 Observatory Drive, Madison, Wisconsin 53706 ($0.30 plus postage)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Wisconsin Univ., Madison. Coll. of Agricultural and Life Sciences.
Identifiers - Location: Wisconsin