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Review of 2004 OH Survey of Food, Agriculture and Environmental Issues Survey

Review of 2004 OH Survey of Food, Agriculture and Environmental Issues Survey. Presentation by Jeff S. Sharp & Bob Furbee OSU Extension Cabinet February 10, 2005. 2004 Project Team. Dept. of HCRD

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Review of 2004 OH Survey of Food, Agriculture and Environmental Issues Survey

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  1. Review of 2004 OH Survey of Food, Agriculture and Environmental Issues Survey Presentation by Jeff S. Sharp & Bob Furbee OSU Extension Cabinet February 10, 2005

  2. 2004 Project Team • Dept. of HCRD • Jeff S. Sharp, Bill Flinn, Mark Tucker, Molly Bean Smith, Linda Lobao, Holli Kendall, Bob Birkenholz • Communication and Technology • Bob Furbee • Other Partners • Neal Hooker (AEDE), Pat Petzel (OFBF)

  3. Project Background • 2004 Survey is second biennial statewide survey of rural and urban Ohioans • Funded collaboratively by OSU Extension, OARDC, College, HCRD, internal and external partners • Responses from 1,827 Ohioans utilizing the tailored design method • Response rate of 56% • Respondents compare favorably to known characteristics of Ohio population

  4. Goals of Project • In-depth analysis of topical and emergent FAE issues for public and academic audiences • Farmland preservation, animal welfare, food attitudes, environmental attitudes, etc. • Generate data to assist program planning and evaluation • Generate baseline data and track changes across time • Cohort effects, views of older versus younger generations • Intervening events, such as Mad cow or other food scares • Changes in knowledge or awareness due to an educational campaign, or societal trend (low carb diet), etc.

  5. Outline of Presentation • Review of topical, issue findings • Extension and OARDC awareness • Understanding OSU Extension customers • Future directions

  6. Concern about Food, Agriculture & Environmental Issues (% Very Concerned)

  7. Livestock Concern by region*(% Very Concerned) *Response option differences exist between 2002 & 2004 questions

  8. Views of Farming • Overall, farming positively contributes to the quality of life in Ohio • 2004: 90 percent agree or strongly agree • 2002: 92 percent agree or strongly agree • Ohio’s Economy will suffer if the state continues to lose farmers • 2004: 85 percent agree or strongly agree • 2002: 80 percent agree or strongly agree

  9. Views of Farmers • I trust Ohio farmers to protect the environment • 2004: 67 percent agree or strongly agree • 2002: 60 percent agree or strongly agree

  10. Animal Welfare & Biotech • In general, increased regulation of the treatment of animals in farming is needed • 2004: 47 percent agree or strongly agree • 2002: 48 percent agree or strongly agree • Biotechnology is having a negative impact on the food supply • 2004: 56 percent undecided (21% A/SA) • 2002: 59 percent undecided (21% A/SA)

  11. Food Safety • Food is not as safe as it was 10 years ago • 2004: 47% agree or strongly agree • 2002: 39% agree or strongly agree

  12. Familiarity and Experience with OSU Extension and OARDC

  13. Familiarity • How familiar are you with OSU Extension? • 5% Very familiar • 28% Somewhat familiar • 67% Not at all familiar • How familiar are you with OARDC? • 3% Very familiar • 18% Somewhat familiar • 79% Not at all familiar

  14. Importance of Maintaining • How important is it to maintain OSUE? • 55% Very important • 40% Somewhat important • 5% Not at all important • How important is it to maintain OARDC? • 53% Very important • 41% Somewhat important • 6% Not at all important

  15. How would you rate your overall experience with OSU Extension?

  16. OSUE Awareness • Is there an OSUE office in the county where you live? • 27% Yes • 11% No • 63% Not Sure • Have you ever been to an OSUE Office? • 16% Yes • 75% No • 9% Not Sure

  17. Contact with OSU Extension

  18. Contact w/ OSU Extension (cont.)

  19. Select Patterns • Clear Farm (high) to Urban (low) pattern in terms of familiarity and usage • GT 50 more familiar (36% very or somewhat familiar) compared to LT 35 (18% very or somewhat familiar)

  20. Select Patterns (cont.) • Lowest level of familiarity in SW Ohio (74% not all familiar); highest familiarity in Northwest and southeast Ohio (57% not at all familiar) • More educated, esp. Bachelor’s or greater, more active users of Extension • Middle income ($35,000 to LT $100,000) most active users of Extension

  21. Client Interests and Preferred Methods of Acquiring Information

  22. Interest in Educational Information on Following Topics

  23. Preferred Sources of Information

  24. Focus on Lawn & Gardening Educational Market • Nearly 39 percent of Ohioans indicate they are very interested in lawn, gerdening, or home landscaping topics • Of these Ohioans, 41 percent are somewhat or very familiar with OSU Extension; 59 percent are not at all familiar • Recall, 67 percent of all Ohioans were not at all familiar

  25. Focus on Lawn & Gardening Educational Market • Contrast Familiar w/ Extension by not familiar among those interested in lawncare topics • 48 percent familiar have used an OSU bulletin versus 3 percent of those not familiar • 23 percent of familiar have accessed OSUE website versus 3 percent of those not familiar • 61 percent of familiar rate experience with OSUE excellent or good (35 percent no experience) versus 7 percent of those not familiar (90 percent no experience)

  26. Focus on Lawn & Gardening Educational Market • 79 percent of those familiar with OSUE and interested in lawncare indicate it is very important to maintain OSUE style service versus 58 percent among those not familiar with OSUE

  27. Focus on Lawn & Gardening Educational Market • Contrast familiar vs. not familiar with Extension • No difference: Newspaper, television, internet • Those not familiar with OSU extension more likely to prefer radio as a source of information • Those familiar with OSU Extension more likely to prefer: • E-newsletters/updates • Fact sheets/printed publications • Workplace/Community presentations or seminars • Information specialists available by phone or e-mail • Free information in public places

  28. Focus on Lawn & Gardening Educational Market • Contrast by select demographic/geographic • Those familiar • Older, more educated, higher gross household income • Regional breakdown • 58 percent of southeastern Ohioans interested in lawncare topics are familiar with OSU Extension • 50 and 49 percent of Central and Northwest Ohioans interested in lawncare topics are familiar with OSUE • 42 and 37 percent of northeast and southwest Ohioans interested in lawncare topics are familiar.

  29. Future Directions • On-going analysis and dissemination • Work in collaboration with C&T to develop analytical and dissemination strategy • 2005 high demand topical subject matter for external audiences will be related to local food systems (and organic) • Opportunities for collaboration w/ interested OSUE professionals interested in analysis

  30. 2006 OH Survey • Planning to begin early 2005 • Continued collaboration with C&T • Applied research topics under consideration • Agri-tourism/rural consumptive behaviors • Quality of Life Assessments • Continued consumer food choice research (animal welfare theme)

  31. Questions

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