Communication Channel Preferences of Corn and Soybean Producers

The study reported here sought to identify the types of communication channels Iowa corn and soybean producers prefer for agricultural information. Data were gathered through focus groups and analyzed using theme coding and qualitative data charts. Conclusions included: 1) producers looked to Extension for assistance in evaluating information from other sources rather than acquiring information; 2) producers preferred a variety of communication channels; 3) producers highly preferred consultations highly; 4) producers preferred mass media channels for general information and interpersonal communication channels for specific and applicable information; 5) among mass media channels, producers preferred radio; and 6) among interpersonal channels, producers preferred consultations.