Awareness and Evaluation of K-State Research and Extension Summer 2007 Telephone Survey Results Department of Communications Presented by Pat Melgares

Why are we doing this? Five Year Marketing Plan ( ) Target marketing

Methods Randomized digit dialing Survey Research Center (KU) All Kansas adults (age 18-older) Evening phone calls (June/July) Goal: 500 response

Results 512 responses (26.4 percent) 95% confidence level +/- 4% margin of error

Results Respondents expressed a stronger awareness of “Extension” compared to KAES, CES or KSRE

Namen% KAES/CES Extension K-State Research and Extension Number and percentage of respondents who said they had heard of the organization, by related names: N = 512

Results 71% associated this system with Kansas State University

Namen% Kansas State University University of Kansas Other203.9 This system is associated with a university in the state of Kansas. Which university do you think that is? N = 512

Results Information is perceived to be credible

n% Very credible Somewhat credible Not credible163.1 No response407.8 Would you consider information from K-State Research and Extension to be very credible, somewhat credible, or not credible? N = 512

Results Service is perceived to be important in the state of Kansas

n% Very important Somewhat important Not important132.5 No response1.2 In your opinion, is it very important, somewhat important, or not important to maintain this type of service in the state of Kansas? N = 512

n% Strongly approve Approve Neither approve or disapprove Disapprove132.5 Strong disapprove1.2 No response3.6 Do you approve, strongly approve, neither approve nor disapprove, disapprove, or strongly disapprove of spending public funds to support this program? N = 512

Results All areas of service are considered high interest among respondents

Topicn% Community development Environmental preservation issues Farming, ranching, agribusiness or small acreage management Health and nutrition issues Home and family issues Lawn, gardening, or landscaping information Youth development issues Number and percentage of respondents who said they are very or somewhat interested in selected topic areas: N = 512

Results Internet/computer usage is high; awareness of KSRE Web site is low

n% Daily Weekly times/month356.8 Never How often do you use the Internet for any purpose? N = 512

n% Know the Web address275.3 Have been to the site Awareness of K-State Research and Extension Web site, or local county Web site N = 512

Information channeln% Internet Articles in local newspapers Stories on local radio stations Stories on local television stations Videotapes at county offices, other locations Brochures, reports (call, write or ) Presentations, seminars (local) Direct access by telephone with specialists Information in public places Newsletters College-level courses, classes Information channels rated as effective or very effective ways to provide Kansas citizens with information on topics that they are interested in. N = 512

Results Information Channels Young adults (ages 24-44) Internet, TV, public places, brochures/reports, newsletters

Information channeln% Internet Articles in local newspapers Stories on local radio stations Stories on local television stations Videotapes at county offices, other locations Brochures, reports (call, write or ) Presentations, seminars (local) Direct access by telephone with specialists Information in public places Newsletters College-level courses, classes Information channels: Young Adults (ages 24-44) N = 122

Results Information Channels Current Users Newspapers, TV, brochures/reports, presentations/seminars, telephone, public places, newsletters

Information channeln% Internet Articles in local newspapers Stories on local radio stations Stories on local television stations Videotapes at county offices, other locations Brochures, reports (call, write or ) Presentations, seminars (local) Direct access by telephone with specialists Information in public places Newsletters College-level courses, classes Information channels: Current Users N = 152

Results Information Channels Non-Users Newspapers, TV, public places, newsletters

Information channeln% Internet Articles in local newspapers Stories on local radio stations Stories on local television stations Videotapes at county offices, other locations Brochures, reports (call, write or ) Presentations, seminars (local) Direct access by telephone with specialists Information in public places Newsletters College-level courses, classes Information channels: Non-Users N = 360

Results Information Channels Metro Residents Internet, radio, telephone, public places

Information channeln% Internet Articles in local newspapers Stories on local radio stations Stories on local television stations Videotapes at county offices, other locations Brochures, reports (call, write or ) Presentations, seminars (local) Direct access by telephone with specialists Information in public places Newsletters College-level courses, classes Information channels: Metro Residents N = 122

Results Information Channels Suburban Residents Internet, newspapers, radio, TV, public places

Information channeln% Internet Articles in local newspapers Stories on local radio stations Stories on local television stations Videotapes at county offices, other locations Brochures, reports (call, write or ) Presentations, seminars (local) Direct access by telephone with specialists Information in public places Newsletters College-level courses, classes Information channels: Suburban Residents N = 171

Results Information Channels Rural Residents Newspapers, TV, brochures/reports, public places, newsletters

Information channeln% Internet Articles in local newspapers Stories on local radio stations Stories on local television stations Videotapes at county offices, other locations Brochures, reports (call, write or ) Presentations, seminars (local) Direct access by telephone with specialists Information in public places Newsletters College-level courses, classes Information channels: Rural Residents N = 162

Results Information Channels Least effective Videotapes, courses/classes *(moderately effective for Current Users)

Results Web technologies Minimal familiarity, mostly blogs, discussion boards, and chat rooms Higher overall among men than women.

TechnologyMeanSD Podcasts YouTube News feeds, or RSS Feeds Blog Discussion board Chatroom Mean scores for respondents’ familiarity with common or emerging Web technologies. SCALE: 1 – Completely unfamiliar; 3 – Somewhat familiar; 5 – Very familiar with the technology and have used it.

Additional research Focus groups (metro areas) Web address survey

County Web Addresses Internal: K-State Research and Extension Faculty/Staff NMeanModeSD countyname.ksu.edu extension.k-state.edu/county (county)extension.ksu.edu countynameextension.ksu.edu countyname.ksre.org SCALE: 1 – Strongly dislike it; 2 – Dislike it; 3 – Neither Like or Dislike it; 4 – Like it; 5 – Strongly like it.

County Web Addresses External: Metro and Non- Metro Kansas Residents NMeanModeSD countyname.ksu.edu extension.k-state.edu/county (county)extension.ksu.edu countynameextension.ksu.edu countyname.ksre.org SCALE: 1 – Strongly dislike it; 2 – Dislike it; 3 – Neither Like or Dislike it; 4 – Like it; 5 – Strongly like it.

KSRE Web Addresses Internal: K-State Research and Extension Faculty/Staff NMeanModeSD extension.ksu.edu research.ksu.edu extension.k-state.edu research.k-state.edu SCALE: 1 – Strongly dislike it; 2 – Dislike it; 3 – Neither Like or Dislike it; 4 – Like it; 5 – Strongly like it.

KSRE Web Addresses External: Metro and Non- Metro Kansas Residents NMeanModeSD extension.ksu.edu research.ksu.edu extension.k-state.edu research.k-state.edu SCALE: 1 – Strongly dislike it; 2 – Dislike it; 3 – Neither Like or Dislike it; 4 – Like it; 5 – Strongly like it.

What’s Next? Market Research

Questions