An investigation of the factors influencing the listening habits of Canterbury town supply dairy farmers in relationship to Rural Report : [dissertation] presented in partial fulfilment of the requirements for the degree of Bachelor of Agricultural Science (Hons) in the University of Canterbury [Lincoln College]

Abstract

A survey of 156 Town Supply dairy farmers in Canterbury was undertaken to look at their listening habits in relation to Rural Report, a farm news program broadcast on National Radio from 12:40 p.m. to 1 p.m. weekdays. The survey covered listening habits, reasons why farmers listened to Rural Report, reasons why farmers did not listen, programme content, format and presentation, personal statistics and farm statistics.

The response rate was 57 % . The majority of respondents (58 % ) listened once a week or less. 16 % of respondents did not listen because of external factors such as the pressure of work, and 19 % of respondents did not listen because they felt Rural Report did not meet their needs. 21 % of respondents listened because Rural Report met their need for information about other areas of farming.

A significant number of farmers over 40 years of age listened to Rural Report more than once a week. The program content, format and presentation had little effect on the listening habits of respondents.