A survey of farmers' attitudes to information

Abstract

The revolution in computer and electronic technology has given rise to equipment which can potentially provide primary producers with continuous access to a wide range of information stored on central computers. Modern communication systems mean these data are obtainable on the farm or property through standard telephone lines connected to the central computer. A number of these so called viewdata systems are already operating in several countries (Canada, England, France and the United States). Because adequate information is essential for efficient resource allocation it is important to assess the potential value of viewdata before a commitment is made to develop a system in New Zealand. The success of any system developed will depend to a large extent on the type of information maintained on the central computer and on the availability of information from other sources such as radio, television and printed material. Accordingly, the first step in developing a viewdata system must be to assess producers' existing sources of information and to determine whether existing sources of information are meeting the needs perceived by producers. This study was designed to address this question. One thousand producers were selected from geographical and production type strata and sent a postal questionnaire in November 1982. The questionnaire was designed to obtain data on a series of information related questions as well as to assess producers' views on the value of a viewdata system. Sixty three percent responded with valid replies. Data about the respondents' farms and personal attributes, sources of agricultural and horticultural information (radio, television, newspapers, journals, advisers, field days and other farms), uses of information (making decisions, providing agricultural news, providing agriculturally related entertainment), beliefs about the information (accuracy, detail, timeliness, ease of extraction) were obtained. General comments were also elicited. Finally, respondents were asked to estimate the value to them of various types of information (weather, market, financial, general farming, agricultural news and agricultural regulations) if it were made available through a viewdata system. The data obtained are presented in a series of tables and the important features discussed. Implications of the results to further viewdata related research are also stressed. The responses indicate that while a considerable amount of useful information is provided by existing sources, particularly farming journals, there are an appreciable number of areas where viewdata might augment existing information. While thirty six percent of the farmers answering the viewdata questions said they would not pay for the information provided, forty five percent were prepared to pay $151 per annum or more.