African Journal of Agricultural Research Vol. 6(14), pp. 3419-3427, 18 July, 2011 Available online at http://www.academicjournals.org/AJAR ISSN 1991-637X ©2011 Academic Journals
Full Length Research Paper
Factors Influencing the Information Seeking Knowledge of wheat farmers in Iran Gholamreza Dinpanah1 and Farhad Lashgarara2* 1
Department of Agricultural Extension, Srai Branch, Islamic Azad University, Sari, Iran. 2 Science and Research Branch, Islamic Azad University, Tehran, Iran. th
Accepted 30 May, 2011
The study reports an investigation designed to explore the information seeking knowledge of wheat farmers in Iran and to identify the factors that influences information seeking knowledge. Information seeking knowledge means the extent of use of information sources like agriculture service center, agent workers, etc. A questionnaire was developed to explore information seeking knowledge of wheat farmers. The questionnaire was distributed to 381 wheat farmers. The methodological approach of this study was descriptive-correlative. All data were analyzed using the Statistical Package for the Social Sciences, Personal Computer Version (SPSS/Ver.15). Appropriate statistical procedures for description and inference were used. The result showed that 34.9, 43.8 and 21.3% of responders had low, moderate and high information seeking knowledge respectively. Also the top two information sources for wheat farmers were agricultural service center and agent workers with mean scores of 4.03 and 4.01, respectively. The results obtained from the factors analysis reveal that the three following factors, social, farming and personal characteristics explain 71.99% of the variation of the wheat farmers’ information seeking knowledge. Key words: Wheat farmers, information seeking knowledge, Iran. INTRODUCTION Agricultural research is vital in addressing the challenges of food production in Iran. Also one of the main challenges that extension and research is currently confronted with is the transfer of agricultural technology from the research stations to the farm lands (Barao, 1992). By taking into account the rapid technological and scientific growth, the problem gets even more complicated and intricate. Information served as one of the most effective tools ever developed. Information literacy is no longer just a library issue. It is the critical campus wide issue for the twenty-first century, of keen importance to all educational stakeholders, including administrators, faculty, librarians, media and information technologists, assessment coordinators, faculty development directors, service learning specialists, student affairs personnel, and career development
*Corresponding author. E-mail: Tel/Fax: +9821- 44865474.
[email protected].
professionals. Broadly defined, information literacy is a set of abilities that allow a person to recognize when information is needed and to effectively and efficiently act on that need (Rockman, 2002). An information-literate individual is able to: 1) Determine the extent of information needed, 2) Access the needed information effectively and efficiently, 3) Evaluate information and its sources critically, 4) Incorporate selected information into his or her knowledge base, 5) Use information effectively to accomplish a specific purpose and 6) Understand the economic, legal, and social issues surrounding the use of information, and access and use information ethically and legally (Rockman, 2002). One of the key generalizations that emerged is that different channels of communication play key roles at different points in the adoption process. Mass media play their key role in bringing about initial awareness and knowledge of new ideas and practices, while interpersonal sources are relied upon when deciding whether or not to adopt. The idea of these discrete
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functions for communication channels has found its way into the mainstream literature on how to use communication effectively to bring about social change (Abbott and Yarbrough, 1999). Information seeking has been viewed as a cognitive exercise, as a social and cultural exchange, as discrete strategies applied when confronting uncertainty, and as a basic condition of humanity in which all individuals exist. In fact, information behavior may be a more appropriate term, rather than information seeking, to best describe the multi-faceted relationship of information in the lives of human beings, a relationship that can include both active searching through formal information channels and a variety of other attitudes and actions, including skepticism and ambivalence (Kingrey, 2002). A well-established and well-designed information system to facilitate decision making in various agricultural development projects is critical to the success of any organization. To be successful, every project requires efficient management of human and material resources. This cannot be done unless accurate, timely, and relevant information is available to decision makers (Pezeshki-Rad and Zamani, 2005). Information seeking is a natural activity for all Extension audiences. As Extension workers, we must communicate information adequately and effectively. By conscientiously focusing on patterns that intensify or downplay information, we can better design and structure the information we develop (King and Rockwell, 1988). A number of rural Extension offices have had to reduce their operating levels and some are being forced to close. This is occurring even though rural citizens continue to need up-to-date market, scientific, and socioeconomic information to function successfully in our changing society. Extension continues to offer information, but reaching rural audiences today requires innovative multidisciplinary approaches (Pinkerton and Glazier, 1993). Mode of Information delivery The choice of delivery methods can have an important influence on the impact of extension programs. The effectiveness of delivering extension programs can be increased by matching the information sources and channels used by extension to those preferred segments of the clientele (Vergot et al., 2005). A source is an individual or an institution that originates a message. A channel is the means by which a message gets from the source to the receiver. Understanding the sources used by clientele and the use of appropriate information channels can facilitate a widespread coverage of the target audience. Researchers also recognize that some people use multiple information channels during the adoption process (Rogers, 2003), but few descriptions of both source and channel patterns are found in recent
years. Knowledge work process is essential in information seeking encompassing the following stages: (1) Finding (codified) Information, (2) Organizing Personal Information, (3) Making Sense of Information, (4) Negotiating Meaning, (5)"Creating" new ideas, (6) Establishing and maintaining a personal network, (7) Collaborating in Communities (Martin, 2004). A host of researchers and educators have examined the perceptions of farmers and other clients toward delivery of educational information (Suvedi et al., 1999; Trede and Whitaker, 1998; Caldwell and Richardson, 1995; Laughlin and Schmidt, 1995; Gamon, et al., 1992). Consensus from these studies suggests that various media and methods are used by Extension educators to communicate new and emerging technologies to farmers. Radhakrishna et al. (2003) indicated that clients have different perceptions toward the delivery of information. For example, beginning farmers in Iowa preferred oneon-one, on-site educational meeting and personal contacts (family and neighbors) for information. In addition, farmers preferred radio, newspapers, and television for information. Farmers of highly erodiable soils in Iowa identified face-to-face discussion, newspapers, newsletters, and magazine articles as preferred delivery methods. Kays (2004) showed that there were significant differences in the audiences seeking information from foresters and agents. Agents and foresters received about 50% of their requests from traditional clientele, with 56% of requests to agents received from traditional and part-time farmers and 43% of requests to foresters from forest landowners. Sheba (2000) studied agricultural information-seeking behavior and patterns among African farmers and extension workers, including the role of the library in information transfer and factors affecting the use of libraries and information centers for problem-solving by farmers. He suggests the establishment of Agricultural Advisory Boards comprising both librarians and extension officers to make extensive use of non-print media as a means of overcoming the handicap of illiteracy among farmers. Shih and Evans (1991) show that the 235 reported information sources were categorized into three types: oral, written, and electronic. Written-only sources accounted for the largest single share (45.9%), followed closely by written and oral combination (43%). Less than three percent used electronic information sources. Mohammadi (2002) investigated the factors influencing information-seeking behavior of Extension workers in Zanjan Province, Iran. His research showed that there was a significant relationship between age, level of education, years of experience, and the worker's level of job-related information with information-seeking behavior. The main reason for seeking information by extension workers was holding training courses, followed by solving daily problems of farmers and up-dating their information,
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Table 1. Number of chosen wheat farmers in agricultural services centers (ASC).
ASC North Bran Rahnan Kararaj Islam abad Varzaneh Ramsheh Kohpayeh South Bran Jey Jarghoyeh Total
Total number of wheat farmers 2700 2300 1400 1600 3000 700 1300 3300 2200 1300 19800
information, respectively. According to Malek-Mohammadi (2000), Provincial Extension Specialists who were working for the Ministry of Jihad-e Sazandegi reported radio, TV, computer, seminars and training courses as their five most used information sources and channels. They indicated the lack of knowledgeable and skilled information personnel as the main problem of the information system of the Ministry of Jihad-e Sazandegi in Iran. The purpose of this study is to investigate the factors influencing wheat farmers' information seeking knowledge in Iran. The specific objectives were to: 1. Describe wheat farmers by personal, farming, social and technical characteristics; 2. Determine wheat farmers' information seeking knowledge regarding to extent of use of information sources; 3. Determine relationship between wheat farmers' personal, farming, social and technical characteristics and their information seeking knowledge; 4. Determine Effective factors on wheat farmers' information seeking knowledge. MATERIAL AND METHODS The statistical population of this study included 19800 Wheat farmers in the 10 agricultural services centers (ASC) of Isfahan province. Wheat farmers were selected by Cochran formula (n = 381) according to stratified random sampling method (Table1). The methodological approach of this study was descriptivecorrelation. The Ministry of Agriculture's Extension Organization Directory was used to locate the wheat farmers. From literature review, researchers have developed an instrument to collect data. Content and face validity were established by a panel of experts consisting of faculty members and graduate students at Tarbiat Modarres University, Iran. A pilot test was conducted with 30 wheat farmers. Questionnaire reliability was estimated by calculating Cronbach's alpha. Reliability for the overall instrument was estimated at .87. The independent variables of this study were: personal and farming characteristics (age, education level, distance between the farm and the agricultural service center, wheat farming experience, size of wheat cultivated land holding, wheat yield per
Number of chosen wheat farmers 52 45 26 30 59 11 25 64 43 26 381
hectare and the mechanization level), social characteristics (wheat farmers’ social status, the extend of their familiarity with media and the extend of their social participation) and technical characteristics (technical knowledge and adoption of new technologies). The dependant variable of the study was wheat farmers' information seeking knowledge. Data collection Data were collected using a questionnaire developed by the researchers. The questionnaire was designed to gather data on the fifteen principal factors influencing choice of major using a six-point Liker type scale.
Analysis of data All data were analyzed using the Statistical Package for the Social Sciences, Personal Computer Version (SPSS/ver.15). Appropriate statistical procedures for description and inference were used.
RESULTS Description of personal, farming, social and technical characteristics of wheat farmers Wheat farmers who participated in the study ranged from the age of 22 to 70 years. The mean age of respondents was 41.7 years. All wheat farmers were male. Wheat farmers were asked to report their highest level of education and the number of years of farming experience that they possessed. Years of farming experience ranged from 2 to 55 years (M = 23.7; SD = 8.8). The average size of wheat cultivated land holding was 3.9 ha. The average distance between the farm and the agricultural service center was 10.54 km. The average wheat yield per hectare was 6.7 ton. The level of mechanization ranged from 31 to 119 (M = 73; SD = 23.5). The wheat farmers' social status ranged from 4 to 20(M = 9.24; SD = 2.96). The wheat farmers' familiarity with medias ranged from 0 to 15(M = 5.49; SD = 2.68). The wheat farmers'
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Table 2. Description of wheat farmers' personal and farming characteristics (n = 381).
Variable Age(year) 22-35 36-45 46-70
N
Percent
116 143 122
30.4 37.5 32.1
Education level (year) Illiterate Primary(1-5) Secondary (6-9) High school(10-12) Graduate(13-14)
78 130 148 23 2
20.5 34.1 38.8 6 0.5
Wheat farming experience(year) 2-10 11-20 21-30 31-55
18 150 145 68
4.7 39.4 38.1 17.8
Wheat yield per hectare(Ton) 3-6 6.1-8 8.1-9.5
147 192 42
38.6 50.4 11
Size of wheat cultivated land holding(hectare) 0.5-1.5 1.6-3 3.1-6 6.1-20
88 135 113 45
23.1 35.4 29.7 11.8
Mechanization level Very low Low Moderate High Very high
42 62 124 100 53
11 16.3 32.5 26.2 13.9
social participation ranged from 0 to 30(M = 12.64; SD = 3.22). The wheat farmers' technical knowledge ranged from 27 to 60(M = 42.27; SD = 5.53). The wheat farmers' adoption of new technologies ranged from 27 to 75(M = 42.7; SD = 7.17). Responders' personal, farming, social and technical characteristics are presented in Tables 2 and 3. Description level of wheat farmers’ information seeking knowledge in according to extent of use of information sources For
the assessment of wheat farmers' information
seeking knowledge, we asked about the extent of use of information sources for the gathering of information (10 sources). Each source had six options (None = 0, Very little = 1, Little = 2, Moderate = 3, Much = 4 and Very much = 5). In regard to this scoring, the maximum is 45(9*5) and the minimum is 0(9*0). The wheat farmers' information seeking knowledge ranged from 9 to 36(M = 21.83; SD = 5.5). Responders' information seeking knowledge is shown in Table 4. The data presented in Table 5 reveals that the agricultural service center and agent workers with mean scores of 4.03 and 4.01 were the top two information sources for wheat farmers and agricultural books and magazines, and research stations with mean scores of 0.93 and 1.11
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Table 3. Description of wheat farmers' social and technical characteristics (n = 381).
Variable Social status Low Moderate High Very high
N
Percent
169 150 60 2
44.4 39.4 15.7 0.5
Familiarity with medias Very low Low Moderate High
86 140 124 31
22.6 36.7 32.5 8.1
Social participation Very low Low Moderate High
3 195 171 12
0.8 51.2 44.9 3.1
Technical knowledge Low Moderate High Very high
45 187 124 25
11.8 49.1 33.5 6.6
Adoption of new technologies Low Moderate High Very high
148 184 47 2
38.8 48.3 12.3 0.5
Table 4. Description of wheat farmers’ information seeking knowledge (n = 381).
Status Low Moderate High
N 133 167 81
were their lowest two information sources for them. Determination relationship between wheat farmers' characteristics and information seeking knowledge The relationships between the variables of age, education level, wheat farming experience, size of wheat cultivated land holding, wheat yield per hectare, mechanization level, social status, the extend of familiarity with media, the extend of social participation, the extend of technical knowledge and adoption of new
Percent 34.1 43.8 21.3
technologies were significantly correlative and positively linked with wheat farmers' information seeking knowledge. Relationship between the distance between the farm and the agricultural service center and wheat farmers' information seeking knowledge was significantly correlative and negative. According to the results, it seems that farmers who had more experience, age, land holding, education, yield, mechanization level, social status, familiarity with medias, social participation, technical knowledge and technology adoption showed more information seeking knowledge than the others Table 6). R and p means the extent of relationship and
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Table 5. The extent use of information sources by wheat farmers.
Information sources (seeking) Agricultural service center Agent workers Rural cooperative center Technical leaders Local leaders Neighbors Agricultural input delivers Research stations Agricultural books and magazines Internet uses
M 4.03 4.01 3.16 2.37 2.16 2.11 1.96 1.11 0.93 0.73
SD 0.64 0.65 0.78 0.99 1.02 0.9 0.87 1.09 0.74 0.51
Rank 1 2 3 4 5 6 7 8 9 10
Scale: 0) None; 1) very little; 2) little; 3) moderate; 4) much; 5) very much.
Table 6. Determination relationship between wheat farmers' characteristics and information seeking knowledge.
Variable Age Education level Wheat farming experience Size of wheat cultivated land holding Distance between the farm and the agricultural service center Wheat yield per hectare Mechanization level Social status Familiarity with medias Social participation Technical knowledge Adoption of new technologies
level of probability, respectively. Determination of influencing factors the information seeking knowledge of farmers Bartlett's and KMO test were used to determine whether research variables were appropriate for factor analysis (KMO = 0.828; Bartlett = 3136.7, sig = 0.000). The number of factors was determined using Scree plot, Eigenvalue and percent of variance (Figure 1). Table 7 shows the rotated factor loading for the final solution. An examination of the items and their factor loadings was used to understand the nature of the three factors. To reduce subjectivity, items with factor loading equal to or greater than 0.4 were considered most important when factors were labeled. The three factors were labeled (1) social characteristics, (2) farming characteristics and (3) personal characteristics. The results obtained from the factors analysis reveal that the three following factors, social, farming and
r 0.113* 0.252** 0.16** 0.39** -0.282** 0.514** 0.432** 0.749** 0.787** 0.821** 0.68** 0.594**
p 0.027 0.000 0.002 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000
personal characteristics explain 71.99% of the variation of the wheat farmers’ information seeking knowledge (Table 8; Figure 2). This Figure shows that social, farming and personal characteristics are the most important factors determining the information seeking knowledge of wheat farmers DISCUSSION This study has provided insight into the information seeking information of wheat farmers in Iran. The result showed that 34.9% 43.8 and 21.3% of the responders had low, moderate and high information seeking knowledge, respectively. Wheat farmers’ use of books, magazines and research stations was also low. Shih and Evans (1991) showed that less than 3% used electronic information sources. Malek-Mohammadi (2000) reported radio, TV, computer, seminars and training courses as their five most used information sources and channels.
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Eigenvalue
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Figure 1. Screen plot for determining number of factors.
Table 7. Determiner factors of information seeking knowledge.
Abbreviated factors Factor one: Social characteristics Social status Familiarity with medias Social participation Adoption of new technologies
Factor loadings * 0.692 0.878 0.886 0.701
Factor two : Farming characteristics Size of wheat cultivated land holding Distance between the farm and the agricultural service center Wheat yield per hectare Mechanization level Technical knowledge
0.702 -0.406 0.741 0.863 0.731
Factor three : Personal characteristics Age Education level Wheat farming experience
0.942 0.753 0.924
Factor loading< 0.4 were omitted.
Table 8. Determined variance percent of extracted factors.
Factors Social characteristics Farming characteristics Personal characteristics
Percentage 25.48 25.98 20.53
In determining the relationships between research variables and information seeking knowledge of wheat farmers, positive relationships were found between the
Cumulative Percentage 25.48 51.46 71.99
wheat farmers. They had higher knowledge in information seeking, they were more educated, had more farming experience, used advance farming technology, had
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Social participation
Adoption of new technologies
Familiarity with media
Social status
Social characteristics 25.48
Wheat farmers' information seeking knowledge Technical knowledge
Personal characteristics 20.53
Farming characteristics 25.98
Mechanization level
Age Education level
Wheat farming experience
Distance between the farm and the agricultural service
Size of wheat cultivated land holding
Wheat yield per hectare
center
Figure 2. Factors influencing the information seeking knowledge of wheat farmers.
.
higher yield, used machineries in their farming practices and used more mass media. Mohammadi (2002) also found that there is significant relationship between age, level of education, years of experience, and the worker's level of job-related information with information-seeking behavior. In factor analysis, it was determined that social, personal and farming characteristics of subjects were the three factors, which explain 71.99% of information seeking knowledge of wheat farmers. We conclude that information sources must be adapted and coordinate with wheat farmers' personal, social and farming characteristics. We demonstrated that social participation and familiarity with media are more important than other social characteristics. Results showed that mechanization level was the most important farming characteristic. We also concluded that age and experience were more important than educational level. On the other hand, social and farming characteristics were more important than personal characteristics. According to results, we suggest: 1. Increasing information seeking knowledge can be realized by promoting social participation, familiarity with media and mechanization level;
2. Multiple channels can be used to approach the same topic. Web sites are a complementary information channel and are a channel used by potential Extension clientele. The choice of the channel in which information is offered can have a tremendous impact on the success of that learning activity; 3. Information on all channels at the same time should be updated. Targeting different types of learners with each type of channel; 4. Technologies or practices can be used to yield highly visible results. Seeing what the neighbor has achieved, how it was achieved, and how they can achieve similar benefits is one of the strongest forces for motivating people to make desirable changes; 5. Mass media should be used to target very relevant topics in order to create awareness for Extension clientele who do not call upon the expertise of the Extension agent. Mass media are especially useful with clientele operations that are large and widely spread; 6. Information seeking is a natural activity for all Extension audiences. As Extension workers, we must communicate information adequately and effectively. By conscientiously focusing on patterns that intensify or downplay information, we can better design and structure the information we develop.
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