Beef producers' attitudes toward the Virginia Cooperative Extension Service and their assessment of extension methods of disseminating information

This study determined the attitudes of part-time and full-time beef producers in southwest Virginia toward the Virginia Cooperative Extension Service and their assessment of the methods used by the agency in disseminating information to its clientele.

Descriptive research design was utilized for this study. The population consisted of 1202 beef producers located in Carroll, Grayson, Russell, Washington, and Wythe counties in southwest Virginia. Beef production is their main source of farm income. A random sample of 300 beef producers was systematically selected for the study. Based upon the percentage of annual gross income from beef production, the producers were categorized as part-time and full-time producers.

Data were collected by use of a structured questionnaire developed by the researcher with assistance from a panel of experts. The instrument was divided into three parts; part one was used to obtain background information, part two (Likert-type scale) was used to measure respondents' attitudes, and the third part was used to measure respondents' assessment of the methods of disseminating Extension information. Mailed instruments were returned by 201 producers (67%) in usable form. Information collected from the survey instruments was transferred to the computer and analyzed via the SPSSX program at the Virginia Tech Computer Center. Statistical procedures used in analyzing the data included frequencies, measures of central tendency, an independent t-test, and the Pearson Product-Moment Coefficient of Correlation. Six research questions were used as a guide for analyzing and reporting the data.

The following major conclusions were reached: (1) that both parttime and full-time beef producers possessed a slightly unfavorable attitude toward the Virginia Cooperative Extension Service beef cattle program; (2) that both part-time and full-time beef producers had a slightly unfavorable attitude toward the Virginia Cooperative Extension Service overall agricultural program; (3) that both part-time and fulltime beef producers possessed a slightly unfavorable attitude toward the qualifications of the local Virginia Cooperative Extension Service agricultural agents; and (4) that both part-time and full-time beef producers assessed the Virginia Cooperative Extension Service methods of disseminating information to farmers as more effective than ineffective.