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L EUGENE 'KINDIN-
1971

u

MICHIGAN STATE UNIVERSITY.
PA.

Thesis for the Degree of MS.

SPECIALISTS--A MARKETING ’ APPROACH

AND TECHNOLOGY FOR STATE EXTENSION

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AN ANALYSIS OF COMMUNICATIONS P

 

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ABSTRACT

Cooperative Extension must adapt to the modern
society in which it exists. No longer is agriculture and
the rural way of life the most prominent feature in society.
Millions of farm families have migrated to new occupations
and geographic areas. They still look upon extension
however, as being a vital source of useful, current infor-
mation. These people, as well as those still on farms,
seek out information not only about farming, but also con-
cerning community develOpment, responsible government'
environmental quality and in general improving the quality
of their lives.

Extension, to remain viable, must develop programs
congruent with the needs of its' clientele. This is not
an easy task. Added programs call for additional funds and
trained personnel. Certain forces in society are making
the acquisition of these resources increasingly difficult
to obtain.

The purpose of this study has been to examine the
adaptability of modern communication technology to meet
the increasing demand for information while averting the
problems of finding additional men and money. Clientele

needs were assessed via a mail questionnaire. As suspected

their needs were diverse. Needs were segmented to provide
fewer categories for purposes of analysis.

A second questionnaire was mailed to State Extension
Specialists. This survey was concerned with obtaining a
breakdown of time spent for job related activities and their
opinion toward possible use of modern communication tech-
nology.

Primary data compiled from the two questionnaires,
plus selected Secondary data derived from literature and
personal interviews, were then utilized to examine the
adaptability of modern communication equipment. This
equipment was viewed primarily with respect to its appli-
cability in developing a technological sub-system for use
in communicating with large and small clientele groups.
Several forms of technology are available. Feasible alter-
natives include tele-writer, conference call, tele-lecture
and several visual transmission technologies. The feasi-
bility of any one or a combination, will depend not only
on the funds available, but also the size and location of
audience, frequency of use and the amount of existing
equipment available.

The data indicate that although face-to-face contact
is important to clientele and S.E.S.,* modern technology

could be successfully applied. S.E.S. efficiency would be

 

*State Extension Specialists

enhanced by reducing the amount of time spent for travel,
meetings and repetition of meetings. More time could be
devoted to other aspects of the S.E.S.'s appointment.
Additional resource personnel could be utilized, thus
offering the Opportunity for more information and a wider
variety of information to be transmitted.

Recommendations in this study, call for the imple-
mentation of a total communication system as soon as
possible. Emphasis in this study is directed to the deve-
lopment of one part or a sub-system to the total. Specific
recommendations are pointed toward the sub-system dealing
with group meetings. '

Preceding implementation of this sub-system, further~
study is recommended concerning the precise costs and ‘
benefits of the system. Further study is also necessary
to formulate policy decisions. Post-implementation studies
should be conducted to assess the change in clientele
attitudes toward use of technology and toward extension

programs.

AN ANALYSIS OF COMMUNICATIONS PATTERNS AND TECHNOLOGY-
FOR STATE EXTENSION SPECIALISTS--A

MARKETING APPROACH

BY

Paul Eugene Kindinger

A Thesis submitted to
Michigan State University

in partial fulfillment of the requirements
for the degree of

Master of Science
Department of Agricultural Economics

1971

ACKDUVIHXI'HI'I‘S

The author wishes to express his sincere appreciation and heart-F
felt thanks to*Dr.'-Da'v1d L. Cole who has spent countless hours rewing
manuscripts, formulating new ideas, and providing the proper guidance.
His continued interest during this project has made possible the suc-
cessful carpleticn of this research.

The author wishes to thank Dr. John W. Allen, Dr. Fred J-
Rabody and Dr. Ralph Hepp for serving on the oral exanfinatim armittee.

The author also wishes to express sincere appreciation to all
those providing valuable assistance either through interviews, helpful
criticism or the questionnaires. ‘

Further admcx-zledgn'ents are expressed:

To my wife Lynn, for her ready help and understanding throughout
my college career.

To my typist Mrs. Mary Hamiltm for her patience and expediency

in preparing the final manuscript.

ii

TABLE OF (1333133738

Chapter Page
I. INIRJDIJCI'IOK. o o o o o o o o o o o o o o o 0

Background and Problems

ObjectiveS. . . . . . . . . . . . . . . . .
HypotheseS. . . . . . . . . . . . . . . . .
Procedures and Methods. . . . . . . . . . . . .
Sampling . . . . . . . . . . . . . . . . .

co O‘UlU‘l-bl-d H

II. m:mAI-l W“: SEW: o o o o o o o o o o o o o 0

‘met concent o o o o o o o o o o o o o o o 8
Market Secmntaticn . . . . . . . . . . . . . . 12
Camumications . . . .

.
.
.
.
.
.
.
.
.
.
5.3:

Information Exchange ‘ 14

Source . . . . . . . . . . . . . . . . . 16
Channel. . . ”. . . . . . . . . . . .- . . l7
FEedlack . . . . . . . . . . . . . . 19
Opinion Leadership . . . . . . . . . . . . . 20

III.LI‘I'ERA'IUREANDPESH\ICH............. 21

Philoscohy and Purpose of Dctension 21

Extension Svstems . . . . . . Z I : I : I Z I 22
Wiscxmsin' 5 Experience. . . . . . . . . . . 26
Studies by Michigan Legislature. . . . . . . . . . 28

N. am rm. I O O O O O O O, O I O O O O O 32

The Questionnaire . . . ‘ - 32

Damranhic Factors. . I : I . Z : I : I . I I 32
Demand for Information. . . . . . . . . . . . . 36
SW 0 o 0 o o o o o o o o o o o o o o 48

V. SEATEIDCI‘ENSIONSPEL’IAIJSTS, ', , , , , , , , . . . 49

The Questionnaire . . . , , , , , 49
State Specialists- Background Information . . . . . , 49
Methods and Purpose. . . . . . . . . . . . . . 61

Table Page
VI. CTITTLTIICATIOZJS TEXIIIDIEKY 66

In Light of Needs 55

Toda‘r'sr-‘ethcds . . . . . . . . . . . . . 68
Present Technolm’ . . . . . . . . . . . . . 70
Te1e<~riter.............. 71
Conference Call . . . . . . . . . . . . 72
Tele-lectnm.............. 74
SCA-EH Multiplexing . . . . . . . . . . . . 78
Visual Cmicaticms . . . . . . . . . . . 78 .

Future Technolocw 80

Picture-phone . 80

The Advantages of Technology. 82
VII . SUI-MARY AND RECO‘ 1’ EDATIONS . 0 85

Sumnary 85

O O O O O O O I O O O O O O 88

Review of Iivootheses

Remdations....IIIIIIIIfI 88
mmuctim o o o o o o o o o o o o o o 90
Organizational Structure ° ° ° ° ° ° ° ° ' ° 91
SWSVSteP‘ m‘felmmt o o o o o o o o o o o 91
Policy and Imlementation ° ' ' ° ° ° ° ° ' ° 92
Post-Imalementation Effects ' ° ‘ ° ' ' ° ° ' 92

BIBLIQ‘RAPHY. . . . . . O . . . . . . . . . 93
”mm A o o o o o o o o o o o o o o o o 95
mmm B O O O . . . . . . . . O . . . . 96
”mm C O . . . . . . . . . . . . C . . 97

”Pame D O O O O O O O O O O O O O O O 10 4

APPENDIX E 111

APPmYDIx F O O O O O O O O O O O O O O O O l 1 3
APPHDIX G O O O O O O O O O O O O O O O O 11 4

APPENDIX H . . 115

iv

Table i Page
awn-mm II. . . . . . . . . . . . . . . . . . . 115
APPS DIX J. . . . . . . . . . . . . . . . . . 118
ADPE'ITDIX K. . . . . . . . . . . . '. . . . . . .119

ADPEDIX L o o o o o o o o o o o o o o o o o o 122

Table
4—A. Educational Levels of Clientele Sampled, , ,
4-8 Clientele Satisfaction with the Qualitv of
Infonrnticn Presently Provided by Extension
per-$033131 . o o o o o o O O 0 0 O
4-C Clientele Felt Feeds . , , , , , , , ,
4-D Nunber of Tires Clientele Feel it is Necessary
to Pth with S.E.S. (Under Present System) ,
4-E Present ”ethoés of Presentation Clientele Find
Most Educational, , , , , , , , , ,
4-F Clientele Opinion of Proposed.Nedia Forms . .
S—A. Age Groups of State Extension Soecialists , ,
5-B Number of Years lxtension Specialists
have Spent in Extension.?tmk, , , , . _
S-C .Academic Pank of State Extension Specialists .
5-D Number of Hours Worked by S.E.S. in Various
ACtj'w'tieS. O O O I O O O O O O O
5-}: Opinion of S.E.S. Toward Job Related Activities
S-F Number of Times S.E.S. pepeat Speeches or
Wbrkshcos Per year . . . . . . . . ,
S-Gv Number of Hours S.E.S. Spend for Background
Travel and.Contact . . . .. . . . . .
5-H State Extension Specialists Purpose of
r'eeting with Clientele. . . . . . . .
S-I Average Number of People Contacted by State

LIST 0? TABLE

State Extension Specialists . . . . . .

Page

34

37

39

45

46

50

51

52

54

55

57

59

61

62

LIST OF FIGJRFS

Figure Page

2-1 Scheratic du-mnstratinc the conmotual difference
between production and marketing approaches. . . . . 9

2-2 . Schematic deronstrating various camications
net.~.ork svstems (as per research by Gletzkow -
and SILVER) 0 o o o o o o o o o o o o o o ‘ o 18

5-1 S.E.S. feeling toward the educational capabilities
of audio and visual forms of crmmication with
two-wavchanncl.............. 65

5-2 S.E.S. feeling toward their satisfaction (expected)
when using audio vs. visual forms of cormunication
‘vith. USO-“"7837 (3:1li 0 o o o o o o o O o o o 65

 

CHAPTER I ~
DTTIIDDIIZTIOL‘I

Backgrotmd and Problems
‘ It has been the philosonhy and policy of Cooperative Ebctensicn

to be a problem—oriented organization. Established by the Smith-
A Lever Act of 1914, Cooperative Ebctension attempts to cmduct research

and encourage "a free, direct flow of communication between its people
' and the public. In its educational role, COOperative Extensim Service
mst interpret, disseminate and encourage practical use of lmcwledge. \
Originally rost of this lmct-Jledge was directed toward the cxmtinuing
education of famers, farm wives and their families. Since the early
days of extension" 8 inception, our society has transcended our agri-
cultural heritage to becane a modern, boaning, bustling, urban-
suburban couplex. Today fewer than 1,000,000 comercial farms make up
the core of agriculture as camared to 1914 when approximately one-third
of the 32,000,000 population was still involved in agriculture.1 Thus,

I a vital need for information and continuing educaticn exists not ally

with rural families but, also with urban and suburban residents. Today,

J‘Wittwer, S. H., Ccnmmicationnfxtension's Lifeline, A talk
Presented at the Public Information Awards Banquet of the National
Association of Countv Agricultural Agents, Ohio State University, Columbus,
Ohio, Sept. 10, 1971. Also unpublished journal article No. 5654 of the -

Michigan Agricultural Experiment Station.

the problems involved are more carplex in nature and effect a diverse
cross-section of individuals, groups and organizations within our
society.

With the inclusion of many new programs to meet the needs of
these additional clientele , present methods of commmications becane
rapidly antiquated. The Extension Specialist is called upm frequently
to prepare and deliver speeches, workshoos, seminars, etc. about research
and information at his disposal regarding problems of concern to the
various groups in society. The cost (i.e., salaries and travel expenses)
of this method of informatim dissemination is becoming prohibitive
in light of changing appropriations (revenue) to extension. There are
several forces in our society today that add a sense of urgency to the
need for research and inplementatim of more effective uethods of
commmication. This sense of urgency arises fran such factors as: (1)
an increasing need for extension program and personnel (under the
present system) ,2 (2) already rising staff and budget requirements,3
(3) increased threat of unionization at the university level which muld
lead "to restricted new programming by limiting the nunher of personnel
available, and (4) the threat of reduced or restricted budgets from
legislators. .

One purpose of this study is thus, to examine and develop al-
ternative cmmmications methods for use by extension personnel in an

effort to avert the problem's mentioned above. If such problems are not

fl;

2See Appendix A.

3See Appendix B.

researched and planned for in advance, a serious curtailment of
extension's role could result.

A second problem being dealt with in this study is that of
effectively meeting or fulfilling pecples' (extension clienteles) felt
needs for information and services which extension is capable of pro-
viding. It should be realized however, that felt needs crmprise only
a portion of the total needs which clientele may possess. Total needs
may include needs that are not recognized or cmsidered important. By
takingwhatmaybe ternedamarketing approach, this studyhcpes to
assess clientele needs for various extension programs and determine
if significant market segments exist for such program. It is felt that _
by linking pecples' needs to new mmniicatim technology Extensim
Specialist will be better able to plan and meet these needs. Adoption
of a maflceting approach will also allow for flexibility and planned 1
change in extension programs by introducing the dynamic human element
into decisim—noking.

This study will not ha-Jever, suggest that any one final system
is "the“ best one for extension. The primary purpose of this research
is to lay the groundwork and furnish the necessary review and background
to the problems. This study cannot deal effectively with the entire
extension cammmication system. It attempts to look at one portion
of the extension network, that cmcerned with State Eatension Specialist.
It is ruled that an improved system of commmicating with clientele,
can eliminate unncessary travel and contact time for the Specialist.
Hooefillly this research can be extended to a broader application in

the develcp'tent of a total feasible ccnmmication system which can

be used in conjunction with other agencies (i.e., state departments,
educational institutions, hospitals, police agencies, etc. ).

. The primary purpose of this study is to examine how the present
mmication system used by Extension Specialists might be improved.
To accamlish this, a study will be made first of the clientele for
extension programs to determine what types of information are most
needed from extension. Secondly, evaluation will be made of the methods
presently used by State Specialists in preparing and providing infor-
maticn to the peeple. Then, an examinatim of present and future
mication technology will be made. Finally, and most importantly ,
an attempt will be made to discuss the cammmicatims tedmology avail-

able for meeting the needs of clientele.

Objectives

 

Very little if any prior research has been conducted concerning
the problems mentioned earlier. Such neglect could have disasterous
results in terms of the prestige of Michigan's extension programs. The
dajectives are relatively broad and general in scope. They can be stated
as follows: ’

(1) To determine the purpose(s) and methods of oommmication used by
State Extension Specialists.

(2) To delineate and segment clientele needs for extension programs.

(3) Tc Study present and future cammmication technology for improving
the ability of extension to fulfill the needs of its' clientele.

(4) To consider possible, feasible methods of communication for use by
Extension Specialists combining present and future communication
technology.

Hypotheses

 

It would be extremely difficult to customize extensicn‘s
offerings to meet everyone's individual needs. However, it is believed
that where enough similar categories of camon interest exist, extension
can segment the market for extension services. This would allow exten-
sion to focus more directly on consumers felt needs. Total needs
cauld be defined. and categorized in a carprehensive study. Hovever,
it is hypothesized:

H1 - Clientele felt needs can be defined and categorized.

 

This study was initiated, in part, with the belief that Exten-
sicm Specialists spend a good deal of unnecessary time for preparation
and travel in conjunction with clientele meetings. Thus, a second
hypothesis is:

H2 - Improved communication technology will increase the Extension

Specialists efficiency by reducing travel time thus increasing time

available for other extension activities.
Finally, it was believed that improved camunicaticn technology could
fulfill file necessary informatim exchange function as well or better
than personal cmtact for certain subject areas. This is especially
true when the specialist is meeting with groups of individuals concerning
areas of policy or cammmity interest. Therefore the third hypothesis
is: '

H3 - Improved communications technology will allow State Extension

Specialists to participate as effectively with clientele groups
with respect to information exchange as would face-to-fact contact.

Procedures and Methods

 

(1) Basic communication purpose (5) and methods used by State Extension
Specialists in the total learning environment were identified from

semndary and primary informatim.

(a) A survey of prcmdures used by Extension Specialist was made.

This survey focused on typesof programs held; time necessary

for preparation, travel and presentation: number of program

duplications in various areas. Primary information was gathered

via a mail questionnaire. »
(2) Clientele program breakdown or segmentatim were viewed to determine
the adaptability of various ccmmmicaticn system (equipment) . Particular
interest was given to the potential for expanding areas of extension
involvement.

(a) Attempts were made to identify the clientele meds through a
mail survey.

(3) Present and future availability of cammmlicatim technologies were

studied to determine their applicability to fulfilling the needs of

. the clientele.

(a) The degree of carplementarity between extensim advocates and
those of other public and private agencies was viewed with

respect to establishing complementary facilities for cost
sharing benefits.

Salmling
Primary information for this research was derived from adminis-

tering 11-70 separate questionnaires. Questionnaire number one was

directed to State Extension Specialists. The second questionnaire

was sent to New Horizons and Kellogg Farmer participants.4

The purpose of questionnaire number one was to determine pro-

wdures med by Specialists when ccmmmicating with clientele. This

 

4Kellogg Farmers Study Program is a leadership program designed
to help farm people make decisions on public issues. New Horizons is
also a program to help develop rural community leadership. It is de-
signed to help rural pepple make decisions on public issues.

survey focused on types of program held,'tire necessary for preparation,

5 It was distributed

travel. and presentation plus program duplicaticn.
_ to 160 Specialists, part-time, and full-time with, all but two of them
located on the Michigan State University Camus. A wide variety of
disciplines mere represented in the total population. _

A secmd guesticmnaire was mailed to extension clientele.6
Its '- primary purpose was todiscern the types of information or'services
desired or needed by them. Approximately 250 questionnaires were mailed.
DIE to the nature of New Horizons and Kellogg Farmers groups, the
sample was biased and a test of statistical significance could not be
made. Theségroupsweredxosenbecausetheyvere felttcrepresent
the leadership of a cross-section of. trelrrespectlveccrmmltles and the
general tribulation. ‘ Both groups mfa‘n‘liliar with- extension and are
unmity leaders (Opinion leamrs) who represent the opinions of

more than just personal preferences.

 

See Appendix C.
See Appendix D.

mile-y focused on types of program held,‘tire necessary for preparation,

5 It was distributed

travel and presentation plus program duplication.
to 160 Specialists, part-time, and full-time with all but two of them
located on the Michigan State University Campus. A wide variety of
disciplines were represented in the total population. ,

A second questionnaire was mailed to extension clientele.6
Its 'I primary purpose was todiscern the types of informetim or'services
chsired or needed by them. Approximately 250 questionnaires were mailed.
Due tothenature ofNevHorizms aldKelloggFarmers groups, the
sample was biased and a test of statistical significance could not be
made. These groupswere chosen because they were felt to represent
the leadership of a cross—section of. theirrespectiye cc'xmmmities and the
general tribulation. - Both mattresses: with extension and are
amnity leaders (Opinion leamrs) who represent the opinions of

more than just personal preferences.

 

See Appendix C.
See Appendix D.

Gm II

(IXICEPIUAL FPMET‘DPK

Market mncept

 

"Under the market ccncept, the customer is at the tap of the

1 "A market oriented approach involves going into

organization chart. "
the market place to determine what the consmer needs, waits or desires.
Then a may must translate these cmsumer needs or desires into pro-
"2 "Men the marketing concept is

accepted as a matter of corporate philosophy, marketing becomes the

ducts andmarketing program. . . .

basis for designing total system of action. fimdalental strategies

of the business are conceived and implemented on the basis of market

needs; forces and opportunities."3 "Marketing is, therefore, not merely

a limited specialized activity of the business, but rather a perspective

for the total malagement team."4

 

1Kelly, Eugene J. and Lazer, William, Managerial Marketing -
Perspectives and Viewpoints, Richard D. Irwin, Inc. , 3rd edition,
1967.

 

2Eickhoff, William D. , Marketing vs. R a D Orientation Among
Agribusiness Firrm -- Survival by Proper Direction, A paper presented
at American Marketing Association Agribusiness Conference, St. Iouis,
Missouri, Nov. 6 & 7,1969.

3Kelly and Lazer, co cit.

4Lazer, William, Marketing Management - A Systems Perspective,
John Wiley and Sons, Inc., 1971.

CHAPTER II

CIXICEPIUAL FPAI‘ET'DPK

Market Concept

 

"Under the market concept, the custmer is at the mp of the

1

organization diart. " "A market oriented approach involves going into

the market place to determine what the ccnsuner needs, wants or desires.
Then a company must translate these cmsuner needs or desires into pro-

ducts a1d marketing progrars. . . ."2

”When the mrketing concept is
accepted as a matter of corporate philosophy, marketing becoues the

basis for designing total systems of acticn. Pimdarental strategies
of the business are conceived and inplenented on the basis of market

needs, forces and opportunities."3

"Marketing is, therefore, not merely
a limited specialized activity of the business, but rather a perspective

for the total maiagenent team."4

 

1'Kelly, Eugene J. and Lazer, Willian, Managerial Marketing -
Perspectives and Viewpoints, Richard D. Irwin, Inc., 3126 edition,
I937.

 

2Eid<hoff, William D. , Marketing vs. R & n Orientation Among
Agribusiness Firms ~ Survival bv Proper Direction, A paper presented
at Arrefican HaB-x'eting Association Agribusiness Conference, St. Louis,
Missouri, Nov. 6 & 7, 1969.

3Kelly and Lazer, 0p cit.

dlazer, Willian, Marketing Management - A Systems Perspective,
John Wiley and Sons, Inc., 1971.

 

The marketing arprcadi conceptually, is the antithesis of the
production approach. Diagram 2-1 will help illustrate the differences

between these approaches :

 

 

 

 

 

   

 

Diagram 2--1S
FIXES PEANS END
Selling Profits
Products & through Sales
Prcnoticn . Volume
WON
Customers Integrated Profits
Marketing through Custmer
Satisfaction f
MRKETI'ING

The empirical world rarely exhibits these two concepts in pure
form. Extension utilizes a carbination of the two approaches. SectOrs
of the economy (i.e. farmers) however, are necessarily geared to the
production approach. A problem in terms of extension arises when the
production appraoch daninates over the marketing approach. In this
instance the arount of information f lowing through exchange channels
could overload extension personnel and inhibit the performance of their

 

5Kotler, Philip, 1arketing Managamnt Analysis, Planning and
Omtrol, Prentice Hall Publishers, 1967. p

 

10

total job assignment. In this case too much information would be
available thus making it more difficult to obtain and assimilate data
that is meaningful and relevant to the Operating environment.

When a marketing approadi is utilized throughout a1 organization
plaming, organizing, actuating aid controlling resources are made
easier by including change as an accepted part of operating procedure.
A great advantage of the marketing approach is its emphasis on planned
irmovation. Management must assume responsibility for establishing
market objectives, policies, programs aid standards, allocate resources
and measure the effectiveness of market activities which are congruent
with mnsumer needs aid satisfaction. 'ne marketing orientation thus
operates to help adjust and D131“! extension's efforts to meet clientele
reeds in a more meaningful manner.

Planned innovation and thorough marketing magerent must accept
certain precepts: (l) acceptance of change as a consta:t, (2) remgni-
tim of the centrality of consumer reeds and waits, (3) adoption of a
systems approach6 to marketing issues, ' (4) recognition and applicatim
of meaningful concepts from other disciplites, axd the acceptance of
tteoretical constructs aid findings as helpful in managing marketing
effort, and (5) recognition of the relationship between marketing and
other aspects of managements? Acceptance of these basic precepts will
kelp the orgaiization in its difficult task of plaming, assessing aid

adjusting to the reeds aid desires of the cmsumer.

 

6Systems Approach is a wav of looking at the total Marketing
Operation. It first views the total program and then allows the manager
to view various segments of the total on an individual basis. The over-
view gained allows more effective planning.

7Lazer, op cit.

11

How far this approach can be carried varies dependent upon
resources available, objectives and tolerance for change. No strict
criteria are available to tell the firm when to stop trying to meet
the consumer's needs. _ .

'Ihe marketing approadi is being applied in this study because
extension is directly concerned with helping and educating people.
Extension can best accomplish these objectives if it has a good feeling
and mderstaiding of people's weds. The market concept implies by
its very nature that it is of no usefulness in produce sarething unless
tiere is a need or desire for it. It was felt that extension could
operate more effectively and that a more effective communications system
could be designed, if clientele needs were known. A marketing appraoch
sfeuld provide a mre realistic look atclientele, their beliefs aid
feelings. It then becomes a major task of Copperative Extension to
translate these needs and waits, both actual aid potential, into program's
aid services that extension is capable of producing. ‘

‘Ihe market approach is by no meais infallible. It is often
difficult to measure the strength of people's needs and wants. However,
it does allow for better planning and decision making within the organi—
zation. In the case of extension programs, it is quite likely that
answer tastes aid preferences will change over time. If a total
systare marketing approach is adopted, and the consumer is the focus
of operation, than extension will retain abreast of change and be fleic‘ble

enough to meet change in ameaiingful way.

Market Segmentation

 

”Segmenting the market is the process of grouping individuals
whose expected reactions to a firm's marketing efforts will be similar
8

during a srecified tire period. "'Ihe purpose of segmentation is to

determine differences among buyers which may be ccnsequential in choosing
among them or marketing to them. "9

The ideal situation would be to look at each individual in the
market and tailor a program to meet their total needs. Extension,
however, is crmrmitted to fulfilling tle needs of many different people
thus eliminating this possibility. It is however, one purpose of
extension to look at people's naeds and tailor program for significant
portions of those clientele.

Before a market segment can be alalyzed, the variables or factors
which will be used as a basis for segmentation must be decided upon.
Certain tests can he applied to these factors to determire their validity.
"may should :: .(1) indiCate'the-responsiveress..of2 thegroup to
marketing effort, (2) be identifiable in the market place, (3) lend
themselves to the collection of information on the buyer's characteris—
tics, (4) produce segments relatively isolated fram one another, (5)
be cmsistent indicators over time and (6) produce segments large enough
to be worth considering for separate market cultivation, (a) the segment-

should be the smallest unit for which it is practical to tailor a separate

 

8001a, David L. , Precise Market Definition, Midiigai Farm Economics,

Department of Agricultural Economies, February 1971, No. 337.

9Kotler, on cit.

 

13
marketing‘prporam."10 Once markets are segmented according to these
. tests, further analysis and ranking is possible.

Market segmentation allows extension to focus on more specific
needs and'wants and thus deve10p programs congruent‘with the felt needs
of clientele. The marketing concept, in.ccnjunction‘with the concept
of market segmentation can.provide a truly clientele oriented, clientele
satisfying system for extension.. EXtension stands to continue to»gain
inthreeways: (l) theywillbe inabetterpositim to spot and
cmpare market opportunities or ways to serve clientele; (2) they can
use this knowledge of theumarketing response differences of the various
market segments to guide the allocation of weir total budget; (3)
extension can.make finer adjustments of their product, services and
appeals.11 Segmentation offers an opportunity to cultivate special
interests, generate new'ideas and.enthusiasmufor'a product. These
opportunitie31may be actual oerotential.

Extension might also benefit from a more effective cammica-
ticns channel. One that has increased capacity*with fewer obstructions
to fulfilling peoples needs.- ..

"At its best, the successful applicatim of market segmentation
tells the marketer'where to expand.his efforts, and a great deal about '
how they should be spent in terms of the marketing mix, adwertising

appeals and distribution channels to be used."12

 

10Cole , op cit.

 

1l'Kotler, 0p cit.

12Cole , op cit.

 

14

Cammnlications - Information PXchenge

Camunications serves four basic functions which include: (1)
information exchange, (2) mliance, (3) conflict resolution, and
(4) leisure. This study will look primarily at file information exchange
function.

Information exchange is facilitated by the number of cues
being presented by the mmicator to his audience. In writing for
instance the message is conveyed entirely by symbols. Radio or telephone
adds aiother dimension in the form of audio signals and voice patterns. '
Each new dimension allows the receiver to derive a more cmplete analysis
of the source of information. 'I'elevision adds the dimensim of visual
sensitivity. ‘

Extension has taken tl'e positim as expressed by its early
philosoohy, that face-to—face cmnmmication is best in terms of meeting
people and understanding their reeds. "'I're weight of personal infllence
of extension workers in the United States has been demonstrated many
times.‘ "This influence combined with sound information, is basic to
successful educational extension wo .."13

From a cammications standpoint this position may have a great
deal of validity and may therefore, offer (me of the most difficult
criticisms against utilizing improved technology. Face-to-face oomm'mi-
cations offers the most oonplete picture of the cammmicator. More

sensory cues are involved in a simultaneous manner. Ila-ever, a recent

 

”Kelsey, Lincoln D. & Hearne, Cannon C., Cooperative Extension
Work, 3rd edition, Constock Publishing Associates, Ithaca, New York,
i963. . ‘0

15

study by Banank and Baker14 reports the findings of an experiment which

mared a telelecturels with a traditional, face-to-face lecture with
respect to: (I) recall of information and (2) audience attitude toward
the message medium. They report that: the tale-lecture audience did r_1_o_t_
differ significantly from the traditimal lecture in its ability to
recall information. In answer to the second question raised, they found
that tele-lecture audience did r_1_o_t_ differ significaltly from traditihml-
lecture in its exoressedtattitudes toward the interest level gr in the
mount of new information in the message. Audiences _d_i_d_, however,

differ significantly as to the estimatim of how much more could have
been learned from the other manner of présentation. Matters of the
tele-lecture audience thought they could learn more information from
traditional lecture. Those who heard traditional lecture did p_o_1_:_
believe that they could learn more from tale-lecture. 'Ihe conclusions
of the Ewbak-Bal-zer study have a great implication for extension aid this
study. TheY'CImclude that: (l) when-the speaker's- behavioral. objective
is to provide information to al audience. there may be little reason

to choose a "live" traditional lecture: (2) listeners assign nearly
equal weight to interest and new information in the message whether

the medium is traditional or tele-lecture. Thus extensicn peeple should

find little resistence to the new idea of tale-lecture; (3) people

 

14B‘Jbank, H. L., Jr., and Baker, E. E., ‘I'ele-Lecture or
graditicmlal Lecture?, Journal of Cocperative Extension, Spring 1968.

15Tele-lecture is a svstem much like a normal telephone service. -
It offers tho-wav (i.e. , feedback) capabilities over a 24 hour private
line. The equipment involves a handset resembling a regular telephone
with a connecting loudspeaker.

 

16

hearing the tele-lecture perceive thenselms to accuire more new infor-

mation than if theressage were presented in a traditional manner.16

91.399.

The source, pattern and channel of cxmmmicatims will also have
an effect on the information exchange function activities as we are
concerned with them here.

Source credibility is one of the major factors which can in-
fluence communications or exchange. If there is role or status cmflict
between receiver and sender, then ccnmmicatim is likely to break doom.
'me mncepts of role and status are quite closely related to a person's
attitudes, beliefs and values'which can also significantly affect perb
ception and judgment. Bmticns, beliefs, etc. in sale cases induce
noise or barriers into a system, thus reducing the flow and capacity
of information exchange.

Another factor related to source is that the closer the intention
of the source to the expectations of the receivers, the more probable
the success of the camunication. Connmication researdiers often argue
that a person will listen to those views already closest in line with
their thirflcing. For instance, at election tines it has been shown that
republicans tend to favor programs and advertisements sponsored by

17

Rermblicans and the same is true of Dermats. With respect to

extensim activities, this would seem to indicate the necessity of

 

16Embank and Baker, on cit.

178heff, Thomas T. , Toward A Sociological P-bdel of Consensus,
Taken from a reprint of an article in the Pnerlcan Sociological Review.

 

'17
assessing people's needs and designing programs which are congruent
With people's expectations and needs.

Finally, with regard to source, a receiver will respond either
positively or negatively dependent upon his judqnent of the source's
expertise, trust and dynamism. A great deal of this judgment hinges
on past or similar experiences with the person or persons from the
same organisation. This means that the State Specialist should make
certain that his information is neaningful to a significant number
of clientele. In additim, he must be aware of resentment for extensim

persamel or ideas .

Channel

Channell8

capacity is one of the more important problens currently
faced by extension. Extension presently Operates on the concept that
informal educational contacts should be carried out in the most direct
way.19 Evidence suggests that this concept leads to the possibility

of overle peOple and flooding the channel with information. Further
evidence indicates that it is comm for managers to believe that a
reduction in mication restrictions should lead to a more adequately

functioning organization .

 

18Channel is the descriptive word for the nedium or network

by which the message flows from sender to receiver. Channels are
either formal or informal. This study is primerily with formal
charmels.

”Michigan Cocperative Extension Service, Job Responsibility -

(barrels of Contact, A paper, 1 March, 1969.

18

Recent ocnmmications research has shed sate light on the problem
of channel or network design and information exchange. Chletzkow and

20 in replicating earlier experiments performed by Leavett21 have

Siren
conducted a good deal of research in this area. Their research calls I
:11 groups of five individuals to exchange informatim with the objective
of solving a problem or a similar task where missing information is
posSessed by other group members. The only difference between groups
is channel design. Experiments are then performed to determine which
group is mst effective in terns of exchanging information and cmpleting -
the task in the least time.

'mree principle channel designs are utilized. They are illus-

trated in diagram 2-2:

Diagram 2-2

4.} £2

 

 

 

ALL CI‘IN‘INEL

 

 

'lhe all channel design is oarpletely free of restrictions.
Meltbers are free to interact with any other member. No leader is desig-
nated.

'lhe wheel design provides a leader and all members are free to

interact with him but they do not interact with each other.

 

20Guetzkow, Harold, & Simon, Herbert A., The Imact of Certain

‘ Cmmmications Nets [hon Organization and Performance in Task-Oriented
Groups, Nanagerent Science, 1:233-250, 1955.

 

23‘1.eavitt, Harold et a1.

19'

anrnction is most restricted with the circle design. The
only possible interaction allowed is with the persons immediately next
to group members. Again no leader is designated.

The findings of their study have important implications for
designing a communication system especially where group interactim
is involved. They found that the wheel design is most effective for
information exchange task corpletim. All channel design was least
effective in accomplishing the task, but most effective in maintaining
group satisfaction and cohesiveness. This would suggest that save
carbination of the two designs might be most effective when designing
a new enamel for extensicn. Similar to the maeldesign, a leader
may be provided in the person of the State Extensim Specialists and
the audience through interaction channels can provide important feedback
information. At the same time an all channel pattern could be utilized
for audience interaction thus maintaining satisfaction or happiness
for them.

Feedback

 

A discussion of feedback is important for two reasons. One,
to show the necessity of detenmining peeple's needs and two, to consider
the implication uhen designing a new cammications system for
extension.

'Ihe findings of an experiment in which the effects of feedback
on comicatim were tested, will illustrate the importance: (1) on
ampletim of the circuit between sender and receiver, feedback increases
the accuracy with which information is transmitted; (2) feedback also

increases receiver and sender confidence in what they have accomplished;

20

(3) the cost of feedback is tire; (4) zero feedback engenders so*e
hostility in the receiver that becrres perceptible when the situation
changes from zero to free feedhadt: (5) zero feedback engenders doubt

23 Although some-mat limited in scope, their study

in the sender.
serves to show the importance of a two-way link . Once feedback occurs ,
subsequent necessity for feedback are reduced thus eliminating time

and need for repetition.

Opinion Leadership
"Opinion leadership is defined as the degree to which an
individual is sought for information and advim by other fellow mothers

in his system. "24

This person'can exist at virtually any level in the
extension communication system However, for purposes of this study the
definition will be restricted to those other than State Specialists.

The primary opinion leaders among extension clientele are those who

are seen by their peers as being community leaders. This was one of
the reasons for choosing the New Horizons and Kellogg Farmer groups

for study. They should represent a synthesis of prevalent views and
needs in their respective mities since they are the representative

leadership in that community. This does not mean that they are repre-

sentative of all of the communities needs.

 

23Leavitt, Harold J., & Mueller, Ronald A. H., Some Effects
9f_weedback on Communication, Travistock Publications Ltd. , Human
Relations, 7EMT-«110, 1951.
2Alt‘I'ain, Nemni Chand, Communications Patterns and Fffectineness
of Professionals Performing Linking Poles in a Researdn Dissemination
Organization, Ph.D. Thesis for the Department of Communication, relichigan
State University, 1970.

 

 

om III

LITERATURE AND RESF‘W

Philosophy and Purpose of Extension

 

In the beginning, Extension was created because of a rural
problem. The Morrill Land-Grant Act provided that all people should
be, or have the opportunity to be, educated. When people (and Congress)
realized that the concept was acceptable but not feasible, they finally,
mder the Smith-lever Act, provided the basis for educating "pepple"
by creating the Extension Service. The idea was to share the know-
ledge of libraries and professors and make it applicable to the people
actually facing the problems. Over time, institutional and traditicnal
developments have nore or less forced the Extension Service into serving
primrily rural peeple. Dr. Fred J. Peabody, Persomel Director for
Michigan Cocperative Extensim has discussed several ideas concerning

1 "91b m

the philosophy and role of Extension in a nodern context.
really relevant to a majority of peqale in society, we (Eb:tensicn)

must also deal with the urban pmulatim." He stated that, "Sore

people look at Extension as a non-credit, off canons, adult education

and problem solving course, " To remain viable Extension must take

the directim that current problems lead. "Extension trust be flexible and

adapt to neet the needs of the people and the tines."

 

1Ideas generated during a personal interview with Dr. Fred J.
Peabody in-his office.

21

22

Alfiiouoh the primary goal for the Extension worker is economic,
(e.g., improve production or welfare) it carries with it many subtle
inplications or sub—goals x‘hic‘i are imlicit in the notto "Helping
others to help thermelves." Aside ‘fron the economic arena where the
object is to actually inprove the physical conditions of peoples lives
and the development of coummity life, family life, and leadership
development, lies the difficulty actually attaching alsubstantive-

value'to the more subtle implications of Extensim work.

Extension System

An effort was made to adopt the extension base to nodern
society and update, where necessary, extensioi program by the joint
U.S.D.A.--N.A.S.U.L.G.C. report.2 In its recoruendations the comittee
tries to recognize the need for Extensicm, in its broadened role, to
cooperate with other institutions and organizations . They acknowledge
that Ebctensim cannot and should not do all things for all people. "It
is a critical decision for the nation to comet itself to provide and
omduct innovative , relevant and effective extension type program for
people who need practical knowledge." 'Ihis report calls for the spirit
and goals of the past to be fused with the efforts of the present and

'objectives of the future.

¥

. 2U.S.D.A.---N.A.S.U.L.G.O. (National Association of State
“roversities and Land-Grant Colleges) Joint Committee, A People and A
Sblrit, Printing and Publications Service, Colorado State University,
Fort Collins, Colorado, 1968. ‘

23

Specific recomendations include a variety of new program
to reach different levels of society. In trying to do a thorough job
the committee also forecasts that in light of the present node of
Operation and taking into account budget constraints , the increased
manpower requirenents for such recomendations will increase signifi-

3 (Appendix A shows the tratendous increase in nenpower which

cantly.
is called for.) Inclusion of broadened social, econonic, and quality
aspects of life and human develoment will call for increased funding,
. mph nore so than presently required for "traditimal programs in
agriorlture."4

Presently, Michigan's Extension Service is deveIOping a touch-
tcne more computer system, programed to deliver information concerning
very specific problems concerned primarily with comercial agrioilmre.
'Ihesystenis lovcosttotheuserandservesasasmaplorentto
bulletins. Its basic purpose is to minimize or reduce the mistakes and
risks, spent in making decisions cmcerning farming and other areas
where program may be added in the future.5 'Ihis system is an effective
way to handle and evaluate the trenendom arrotmt of information and
the large number of variables under consideratioi in answering specific
problem. Its applicability however to a group situation is limited.

It can serve as a valuable supplement to other commicatims system.

 

3A People and A Spirit, op cit.
4

A People and A. Spirit, on cit.

S'I'he use of this system was discussed in a personal interview
with Dr. Steve Harsh in his office.

24

The prime embasis in this research however, is on a system ‘
which can be used by State Specialists in dealing with group problems.
‘ Ideally this should contain sa'e provision for a two-way interaction.6
Drawing on this idea, one or two attempts have been made” in Michigan
to design such a process. Purely cammmicative information is often
transmitted by radio. It is desirable however, to replace as much
' ‘iof.'%".fawwfam environment when dealing with groups, as possible.
The Resource Development people conducted a series called ”Town Meeting
of the Air.” These presentations were originated from a local TV station
to groups of people at specific meeting places, at a designated time
etc. "They viewed theorogran togetheraidthenbyspecial telephone
camections were allowed to ask questions directly of the program
originator. Success was termed good but coordinaticn of such an enter-e '

prise required a great deal of extra effort on the part of extension

personnel.7

A similar experiment was recently cavpleted in the Vincennes
Indiana area. "Cummity 70" was a thirteen week series produced
jointly by the Purdue Cooperative Extension Service and Vincennes
University, a mnmity junior college. The series, presented via public
television, was designed to call attention to the more important problems
of the area, and to suggest some alternative solutions . Some of the
topics include—Comprehensive Carmunity Planning; How is Local Government
to be Financed, Industrial Development; Organizing for Better Schools;

etc. During each program, a resource specialist presented information

 

elm-way interaction is synonarous here with feedback.

7111is effort was mentioned during an interview with Einer Olstrom

in his office.

 

I .a'|l.' III It'll“ { ll
il-ill'lv} I

25

about a crr'mmip/ problem. Panel members consisting of labor union
heads, honeewives, doctors and university staff, would then react. In
addition, teleohone lines were provided to allm viewers to call in
their questions or comments.

The series was publicized through newspaper articles and adverb
tising over local television and radio stations. "The series was so
pOpular with citizens, panel participants, resource personnel, aid
university staff that another is being planned." The second series
will be based on the Wabash Valley Comprehensive Study and is entitled
- "Solving Problems of the Wabash Valley." This series will consider
such topics as land use , pollution , water needs , recreaticn and organizing
for action. Follow-up seminars are also being scheduled. .

“'Ihese series are proving to be an excellent way both to use
the public television medium and to cooperate with a community college
in doing cammmity development work.8

Another similar system utilizing video-tape and portable video
equipmnt, has been used for instruCtimal purposes by Michigan 4-H
personnel. The capability of this system lies primarily in building a
training program with county Extension Agents as the most frequent
users.9 This system seams limited in capacity to develop a spontaneous
two-way commmications channel.

 

8Beadi, Billy, Cammmity Development Via Television, USDA,
Extension Service Review, Vol. 42, No. 6, June 1971.

9This System was discussed with Dr. William Tedrick during a
persmal interview conducted in his office.

 

26

Wis cons in ' s Ez-rrterience

 

Wisconsin has deve lobed one of the leading statewide two-way
commmications systems in the nation. The I:'.'Il\I--SCA10 system involves two
separate facilities for serving the people. Operated by extension, the
system has deve10ped so it covers a wide spectrum of different groups.

SCA, of least interest here, is a ore-way, F—M radio Operation.
It is primarily educational in nature being quite useful for weekly
book reviews , agricultural news and information, in-depth news analysis
and numerous other types of information that cb not require interaction.
' It can be quite useful as a means of extending the boundaries of various
academic departremts. However, it is limited by the fact it provides
only cne way cammications to outlaying areas.

A more noteworthy system is ETN. It began operation in 1965
at the University of Wisconsin. Starting with only nineteen receiving
stations, it has grown until today there are approximately 150 locations
serving about 80,000 people per year. Diversity is a key-word in the
MN system. A wide variety of program are offered to a wide variety
of groups. The system operates state-wide and can be linked to any area
in other states or countries. A typical program, with the ETN system
will contact approximately 200 people. Some program however, (i.e. ,
me involving a diurdi organization) have reached over 1,000 people
throughout the state.

BIN is basically a private teleplrxme network developed in

copperation with Wisconsin Bell Telephone system. It takes the form

 

loEducational Telephone Network and Suhsidairy Communications
Authorization.

27

of a huge party line, with stations located at courthouses, U. of W.
campuses and hospitals. Each station has identical equipment, a
telephone handset (much like a regular telephone) and a loudspeaker.

The cost of the network is approximately $6800.00 per month.
This cost figure includes equipment, rental fees, installation and ‘
what is termed "mileage" or the amount of line which is rented by _
extension from Bell. The cost of rental varies depending upon distance
of the area from Madison.

Pram Madison there are seven major lines to outlying areas.
Mastof the system utilizes regular telephone wire for transmission.
Tb same areas however microwave transmission is utilized. The base ' ‘
system has at least one receiving location in each county throughout
Wiscmsin, plus it is connected with 58 hospitals and 5 libraries.n
EINis inoperation9months of theyear (due mmmdusageinswmmr
months) from 7 a.m. to 10 p.m. Monday through Friday, 7 a.m. .to 12 on .
Saturday and is closed on Sunday. (See Appendix K for typical weekly
schedule). The system operates (11 a priority basis. First priority
is given to cammmity education or professional courses, credit courses
from the university receive second priority with third priority going
to cmferences, meetings or information services.

The network belongs to the University Extensim. Anyone in
extension can use the system free. For people outside the system the
basic cost is $100.00 per hour. This is to cover the extension's line

time which normally runs $95.00 per hour. In addition the user pays

 

1:I'See Appendix E.

 

 

'lllli I‘lll‘l 1i. ll [1 l I

PJ
0)

for an" slides or additional materials or cutmf—oodtet expenses paid
for by e:~:ten3icn. They also pay for set-up costs and any long distance
calls invol'md during tLe SCSESicu .

A liberal estimate of what it would cost to establish a system
equal or better than the one in Wisconsin was. 15 to 20 thousand dollars,12
This of course mould vary dependent on how much and what type of equip-
ment was purchased. plus how much was purchased or rented. 0

EN is a two-way conmmications network. It has flexibility
in terms of expansion and connections with other systems (i.e., electro
writer, TV, or Public Broadcast, etc.)'. me of the major advantages
is the timliness of the information. Not only does the system provide
people with services which they might otherwise be denied, but the
information is available to everyone at once with the added provision
of answering questions on the spot. The primary advantage Wisconsin
maintains over P‘idiicjan is the fact that they have developed a master
commmications plan. A plan which attempts to tie all of the states

mication systems together. This facilitates both cooperation

and planning.

Studies by Michiganjiepislature
Consideration has been given in recent years to develOping a
state-wide educational TV network in Michigan. In 1966 a study was

conducted to assess the feasibility of such a system in Michigan. ’It

 

12 . . . . . . . . .
This information plus the basic information concerning Wisconsin's
E'IN-SCA systems was derived from personal interviews with Mr. Dave Crowell
and Mr. Denny Gilbertson conducted at the University of Wisconsin.

. .g .A. v—. —- - ‘.-~, ‘ - . ‘- " A " R. u“ R‘ 1 3 r .- J... 1 A a . 1 mi .
‘.a+ :r.r;r.- 3 :r , .N..- s? it --T“ rcqisrature. i. 3 report dives
. . r‘n . -.. \ a ' ~-‘ ": ”v!“ v" ‘D r “" “ *' ‘ .F m b1 M
conSLxerapre lngl-Jt as -3 the nature ant extent of 8 pro ems w.e

instituting 93 are of this nature. Although many individual high

quality facilities for educational TV exist, problems arise due to: (l)
the autonomy of the institutions involved, (2) the diversity of the
existing institutions, (3) lack of copperation between institutions

and agencies, (4) differences between geographic areas (i.e., it is

easier to itplement such innovations where the population is scattered,
unlike Michigan) and, (S) administrative problems (i.e., lack of authority,
responsibility, leaderShip and funds in sure areas, although funding

is not as great a problem as lack of leadership).

Based on such problems the McBride study makes several recompen-
dations which would utilize existing facilities thus eliminating major
initial building expenses. Phase one of their recamendations, repre-
sents a transition from the present autonortously Operated cmmmications
complex which provides an incorplete service, to the ultimate integrated A
statewide maple—channel Meadow system. The plan calls for
an integration and coordination which achieves even greater service
without loss of autoncxrry. It was termed, a positive approach. The
commission took pains to point out that "unless coordination is provided,
there will inevitably develop a number of unrelated, overlapping in-

dependent and costly information exchange wstens. "14

 

13McBride, Jack C., Christiansen, Kenneth A., The Michigan
Educational Television Feasibility Study—A Report to the Michigan
State‘BoaYd—of Education, J ulv I967.

 

 

14McBride , op cit.

30

Appendix B of te P1c7?ride Perort is noted that, "Television is
only one of several pmising tools now available to strengthen the
educational enterprise at national, regional state or local levels.
There is a gracing a'"?ir-:_“.ess amng educational planners that the bonus
in planning and use of nedia may be a program more responsive to social
and individual needs."15

Subsequent years saw little or no action taken by legislature.
Such items have been placed at a relatively low level of priority.

Not until 1970 when a follow-up study was conducted to investigate
why no action had been taken in the previous study and recamendatims,

was anything done . 16

It was again pointed out that Michigan must develop
a quality interrelated ccnmmications system to serve the needs~of
educational institutions, of government, private business and industry.
The state senate in Senate Resolution No. 82 of 14 July 1969 noted that
"Pfidiigan is now one of eight states in the country without such a
system (telecommnications) and that the lack of such a facility is
'indeed shod<ing' for a state 'purporting to maintain one of the finest
educational systems in the nation'." This report did however, differ in
that its final recommendations based on previous studies, new information
and legislative hearings, states "That any effort to reform Michigan

education requires a total approach. . . ." "Tb carry out this total

approach, citizens of Michigan must organize their efforts for a

 

lsr-icBride, Appendix R--Current Status of Michigan Educational
Ccnmunication.

168mm, Anthony, A Report and Remmndations of the Senate
qucation Committee on Educational Telecoarminications, presented to the
FITCEigar. Senate, I-iarcfi'l970.

 

 

31

concened thrust at :_:"‘r"."i:*~ cur edicaticnal system. in Educational
Telemanications System for Michigan must not be mstricted to one
media form such as an EIV Network. They propose an educational system
composed of mdia best suited to particular denographic needs (i.e.,
different systems for Detroit and Sault Ste. Marie) without excluding
presently operating media fonts. This effort was thus termed a broad

approach to the problem.

CLIZTJ.‘ 'ELE‘. “m

The Questionnaire

 

A questionnaire designed to solicit clientele needs} was mailed
to 259 people throughout Michigan2 158 or 61 per cent were returned.
This questionnaire, plus selected secondary data, facilitate the deter-

mination and secu‘rentatim of needs.

Derographic Factors

 

The sample for this study included representatives of 46.
different counties in Midwigan. 89.1 per cent were rural residents
with the remaining 10.9 per cent residing in either a village, town
.or city.3. These figures are consistent with the 1969-70 E21184 report
which lists farmers and rural non-farm people as comprising the largest
single audience for extension programs. (These data indicate that a

primary audience for extension programs.) These data indicate that a

primary audience for extension still exists in rural areas.

 

1See Appendix D .

2Kellogg Farmer Study Participants and New Horizons Study
Participants.

3As defined on the questionnaire in Appendix D.

4Ebcteansion Management Information System.

32

33

This does not mean however, that extension programs
cannot, are not, or should not be extended into urban and
suburban areas. A great deal of effort is expended each
year trying to extend the 4-H youth programs into new
areas, especially the inner—city. Evidence of expanded
efforts in this area are provided by the fact that youth
and youth programs are the second largest audience for
extension.

Educational attainment, by respondents, was varied.
Table 4—A gives a more detailed breakdown of educational
levels.

The trend toward high school graduates and above'
was congruent with U.S. Department of Labor statistics
showing an average of 12.3 years of school completed.5
.Education was thought to be a significant explanatory
variable. One that could cause important differences in
the types of information demanded by clientele. Evidence
from the data gathered in this study however, are incon-
clusive with regard to its exact effect. People with
less than a high school education generally demanded the
same types of information as those with more education.

The present research design does not allow formulation of

a definite conclusion.

 

5U.S. Department of Labor, A Supplement to the
Manpower Report of the President, Statistics on Manpower,
March 1969, pp. 37 as of March 1968.

34

Table 4-A

Educational Levels of Clientele Sampled

 

 

Level - Percent of Total

Eighth grade or less 2.5
Attended high school/didn't graduate 1.3
High school graduate 22.2
Attended college/didn't graduate 15.8
Short-course graduate* 29.1
College graduate/4 year i 22.8
Professional** ’ .iifiz
99.4

No Answer ==ég

100.0%

 

*Most peOple in this category were graduateS‘of agricultural
short course. ~

**Doctors, lawyers, or other advanced college degree holders.

Association with extension ranged from one to
thirty-three years. 23.1 percent of the total had been
associated nine years or less. Those with ten through
twenty years association comprised the largest segment
with 59 percent of the total. And twenth—one to thirty-
’three years represented only 16.5 percent. This variable
was tested to determine if it had any influence on clientele

needs. It was believed that clientele having a shorter

35

length of association with extension would be less familiar
with traditional extension programs and would respond more
freely when expressing felt needs. Evidence suggested only
a slight trend for those over 21 years to not respond as
much as those with 20 years or less association. The
effect however, was negligible. Almost all categories
offered an average of four responses.

32.1 percent of the people in the sample indicated
that they had dealt with a State Extension Specialist.
Their opinion of extension personnel was favorable, though
an occasional strong dissent was lodged against particular
individuals. 94.9 percent said they were either satisfied _
or very satisfied with extension personnel.

This dimension is important primarily from a
communications standpoint, but also as a major explanatory
variable in assessing needs. Source credibility and clien-
tele perception of the source of a message can have a pro-
found effect on the way a person views the entire organiza-
tion. A person who is favorably disposed to individuals
in an organization or group and can align with their ideas,
is more likely to adopt the goals and ideas of that group
than is the person who is not happy or satisfied with
major aspects of the organization such as its leaders and
field personnel. Thus, some measure of the clientele per-
ception was needed to help explain responses to questions

concerning felt needs.

36

-

- a c n
Down-3n” r-xv- 'vwx-"r" “ham“!
V-..“..” ...—A. ...-.— i. - - .~.--.—L—.a

 

The method of determining needs was to ask clien-
tele to list their felt needs and express their opinions
freely. There are problems with this approach and it
often draws a certain amount of criticism from economists.
Several factors add however, to its feasibility for use
in this study. One is the method of funding extension
programs. They are funded vis a' vis tax dollars.6 This
eliminates use of the economic tool of price-quality
demand relationship.

Secondly, it was believed that the method used in
this study would allow the respondents to express new ideas
and subjective preferences which might not be ascertained
by other methods. The method chosen did supply the type
of information necessary to delineate and categorize needs
in the manner hoped for. Its' importance lies not in its
strict statistical validity, but with the information it
guenerates, the key issues and alternativeswhich can be \
ckefined and the guides it provides for evaluating available
choices .

It was believed that people who were satisfied with
the: quality of information provided by extension would not

findi it necessary to express their needs as freely as those

 

6Three sources of funds are used, Federal, State,
and.C10unty. This information is taken from: A Look: The
Budgert 1970-71, Cooperative Extension Service, Michigan
State University, July 1970.

37

who were dis

(1)

atisfied. This did not prove to be the
case. When clientele were asked to express their present
level of satisfaction with the quality of information the

results show high level of satisfaction.

Table 4-8

Clientele Satisfaction with the Quality of Information
Presently Provided by Extension Personnel

 

 

Clientele Opinion Percent of Total
Toward the Clientele Sampled

Quality of Information Holding that Opinion

Very Satisfied 35.4

Satisfied ‘ 53.8

No Opinion 2.5

Dissatisfied 7.0

Very Dissatisfied 0.0

No Answer 1.3

 

Total 100.0

 

Traditionalists in extension might argue that, if
people are satisfied with the present quality of information,
why change? Two reasons can be stated in opposition to
their stance. One, the results shown in Table 4-B do not
tell how satisfied people are with the type or variety
of information and services offered. And secondly, despite

the fact that such a large portion were satisfied, peOple

38

a favorable degree of willingness to change or

U}
(I:

EX 58

ft)

re
try new technology. This second point is dealt with in
a more detailed manner later in this chapter.

The primary purpose of asking clientele to express
their ideas and Opinions was to assess the felt needs for
various kinds of information, material and services. It
is necessary to assess needs before planning.and other
necessary decisions can be made concerning use of modern
communication technology.

A total of sixty-seven individual need categories
were derived. These needs were then analyzed and categorized
under ten broad headings. This facilitated more meaningful
comparisons. Table 4-C lists the category heading and
the breakdown of subject areas under each.

Table 4-C shows that the need for information con-
cerning rural develOpment and community planning constitutes
the largest area of demand. This is closely followed by
public affairs and administration with agricultural pro-
duction and management third, again closely followed by
marketing.g Fifth and sixth are home economics and environ—
mental quality. The 1969-70 E.M.I.S.7.offers a means of
comparison for these results. It lists agricultural pro-
duction as the area in which the single greatest portion of

time is spent by extension staff. Agricultural production is

 

7E.M.I.S. Report, op cit.

39

Tab le 4-C

Clientele Felt Needs

 

 

Part I
Marketing
Specific Areas of Marketing Accumulative Percent of Clientele
Infomation ”.emteste’i Requesting Information in
By Clientele Sampled a Specific Area
(a) Livestock 9.5
(b) Pricing Pemrts 16.0
(c) Organizations 5.1
(d) Crops 9.5
(e) Fruit and Vegetables 1.8
(f) Production vol‘r'e & projections 3.1
(g) Retailing & advertising 1.8

Agricultural Corrodibr
Total 46 . 8

 

Part II

 

J--o ‘.o— .

 

Agricultural Production & Manac__1ement

.E—‘o- ~‘“———i----».“~.—_-

 

Specific Areas of Agricultural Accumulative Percent of Clientele
Production & ".“:.“..'1CTC;-"\'3rlt Reguested Rermesting Information in
by Clientele Sampled a Specific Area

(a) Fruit Crops

(b) Dairv

(c) Peed & Grain Crops

((1) Ag. Chemicals & Fertilizers

(e) Animal flea th, Nutrition, Breeding
(f) Farm Management

(CI) lease, Rental & Share Agreerrents
(h) Farming “ethods and Techniques
(1) Farm Safety

(j) Beef

04) Insect & Pesticide Control

mmmmwu
O O
O‘NmthNwNNO

9...:
\D
O O O

H
0

U1
LA)
U1

Total

 

i II I [Ills-I'll! ll

 

I‘ll [I'll] Illllv VII’ I.I.

40

Table 4-C - Continued

Part III

 

m -¢'.I——.——&.- .

Enviroru'ental Quality

 

 

Specific Areas of Environmental Accumulative Percent of Clientele8
Quality Peguested by Requesting Information in
Clientele Sampled a Specific Area
(a) Agricultural role 5.7
(b) Air, water pollution 22.3
(c) Solid waste disposal 2.5
(d) Conservation .6
Total 31.1
Part IV

 

“H

Rural Development a. Community Resource Planning

 

Specific Areas of Rural Development & Accumulative Percent of Clientele

Ca'munitv Resource Planning Requested Pequesting Information in
by Clientele Sampled a Specific Area

(a) Land use .

(1)) Zoning 3 .

(c) Urban problems .

(d) Housing .

(e) Building codes

(f) Water rights

(g) Parks & recreation

(11) Schools

(i) Pural finance & credit
(j) Rural dove lorrent

(k) Ccmmmity development

meNHNHP-‘Nom
o
\OO‘HU‘NU'IDKDUIl-‘m

'Ibtal

Ch
U1
O

....n

8Since peonle could respond freely, the percentage figures are
acmnml‘ativc and should not be interpreted as a percent of total. It
does offer the relative demand information necessary for comparative plumes.

41

Table 4-C - Continued

Part V

 

a... H “H

Public Affairs 5. Administration

 

 

 

 

 

Specific Areas of Public Affairs Accumulative Percent of Clientele
& Administration Peguested Requesting Information in
by Clientele Sampled a Specific Area

(a) Labor problems 6.3
(b) Ag. legislation 8.3
(c) Tax laws 21.8
(d) Consurer information 11.5
(e) Drug & drug abuse 4.4
(f) Leadership development 3.0
(9) Senior citizen proararrs 1.2
(h) Involvement in governrrent 5.6
(i) Low inccre & welfare 1.8

Total 63.9

Part VI
Home- Economics & Managerent
Specific Areas of Page Economics Accumulative Percent of Clientele
8 “anagram-pt Penwsted by Pequesting Information in
Clientele Samled a Specific Area

(a) Family planning & child care 5.7
(b) Gardening & lean care 3.7
(c) Human nutrition 1.2
((1) Budget management 3.8
(e) Home ecxfirr-ri 1:3 general 1.9
(f) Human & family relationships 7.4
(g) Food products & preparation 1.9
(h) New products 3.8
(i) Health & safety 3.8
(3') Sewing .6

Total 33.8..

 

42

Table 4-C - Continued

 

 

 

 

 

 

 

Part VII
heather Information .6
Part VIII
1;; Estate - Buying & Selling .6
Part IX
Betai l:us ip:ss‘.m;agenent . -l. 3
Part X
(finera::c:r;cs Conditionsnu ”flaw” 3.2

(i.e., wage-price freeze)

 

43

follc.-:ed by 4-H youth, family living, resource developrent and marketing,
in that order.

Rural respondents were compared to those residing in villages,
toms or cities to determine whether or not their needs are dissimilar.
All reSpondonts indicated concern with the major issues listed in.

Table 4—C. There were however, slight differences in needs between
rural and non-rural. Farmers were more concerned with items directly
having an effect on their business and management of that cperatim.
whereas, people living in non-rural areas were more cmcerned with
matters affecting the hone as well as senior citizen program. Although
these differences were not prime areas of concern, there is reasm to
believe that they would exist in the general population. Conclusive
proof however, cannot be gathered frcm the present data.

The categories delineated in Table 4-C hold important implica-
tions for the design of communication systems. Many of the areas listed
under Pural development or Public affairs offer excellent opporttmities
for application of modern ccmrzmication tedmology which are capable
of dealing with groups. The problens and policy inplications allow
for the effective use of group situations calling for a high degree of
interaction and feecmack.

Several other important variables which could affect demand
for information, were also measured. Among them are‘ ‘the' importance of
face-to—face contact, the numberof times they presentlymeet with S.E.S.
how often clientele felt it was necessary, and their Opinions concerning

the use of other various cammication tedmology.

44

These data are invaluable when designing a new cormunicztion
system for use by 5.32.5. They suggest which redia can best be used
to reduce face-to-face comication while attempting to maintain
clientele satisfaction. Furthermore, an indication of the continuing
need for face-to-face contact even after irplenentation of a 110de
system, can be ascertained. They are inportant not only for analyzing
the feasibility of such a system, but also for making future budget
estimates related to travel and similar expenses. It should be realized
that modern technology cannot completely eliminate the need for personal
contact. The reinforcement offered by even one face-to-face visit is
extremelyvvaluable in maintaining public confidence.

Nearly 80 percent of the clientele sampled indicated that face?
to-face ‘mw'..ilias either important or very important. They met
with S.E.S. ranging from 1 to 35 times per year. Only 22 percent
however, said they met S.E.S. 7'or Ir__r_>_r;e_._ times whereas, 55.1 percent met
S.E.S. 6 times or less. People when asked how often (mder present
conditions) they felt it necessary to have face-to-face contact with
S.E.S. , expressed a desire for more personal visits. Table 4-D shows
the feelings of clientele concerning the number of times they would
like to rest with S.E.S. Extension presently uses a variety of media
to reach clientele and disseminate information. A number of these
were evaluated to assess which ones clientele found most educational.
This can be important when designing a system utilizing mdern tech-
nology. Some of the fours presently used could be incorporated into
the new system. Others could be continued as supplenentary information
services to help relieve overloading the main channel.

The methods of clientele found most educational are shown in Table

4-13.

45

Table 4-D

Nutter of Times Clientele Feel It Is
Necessary to ”eat With S.E.S.
(Under Present System)

 

 

 

m.::': .-- g in: m.- ‘3', .asa. “--

 

 

Nunber of Time Clientele Percent of Total Clientele.
feel it is Necessary Sampled for Each
to Feet S.E.S. Category
Once Per Year 13.9
Every Six Months 28.5
Eyery Three Months 25.9
more Per Month , 13.3
Nbre Than Once Per I'cnth 3.8

'Ibtal 100 .0

 

Table 4-13
Present Methods of Presentation

Clientele Find Mest qucational
(in Order of Indicated Preference)

Wfifi'z-xz-m-g'trz-x—r'tm ~:mm . - - -~:-&-.-‘—-33— -.z t..— -

 

(1) Iecture With Slides
(2) Pamphlets or Brochures
(3) Panel Dismrssicns

(4) Radio Procrams

(5) Other*

(6) Magazine fir'ticles

(7) Lecture

(8) Television

E

*Usually newsoaoer articles

46

Many of these methods could be directly inmr'porated into a
system using rrxiern technology. This would facilitate clientele ad-
justment to such a system. Clientele would find the informatim more
valuable if the rethod of presentation was familiar and was one which
they felt provided educational material.

To test the convictions of the respondents with regard to the

importance of face-to-fam contact, they were asked to indicate their

satisfaction or dissatisfaction with certain prooosed media forms
offering tap-wav cormmications .9

Table 4-? offers a smrnary of the results.

 

 

Table 4-?
Clientele Opinion of Proposed
- Media Poms
Clientele Opinion , Percent of Total Clientele
of Prooosed Clientele Samled Holding
Media Poms That Opinion
‘ Audio Visual
Very Satisfied 7.0 9.5
Satisfied-about as happy as face-to-face 31,0 37.3
No Opinion 13.0 13.9
Dissatisfied-would prefer face-to—face 43.0 35.4
Very dissatisfied-would not like it at all _c_1_._1_l_ __1_._9_
No Answer ? _1: .r ' 2.0

o.

- --'—-' ...—3.3:

Total 100 .

0

100.0

*Both the proposed Audio and Visual would provide imediate feedback
_ response.

—_‘

9 .
See questions 12 and 13 in Appendix D.

47

These results are of a consisfxnt nature with those indicated
by Tia-jerk and Riser. 10 They found people when asked beforehand were
mre favorably disposed to personal contact or live11 situations but
x-ten tested after using other media forms (i.e. , tele-lecture) they
found very little difference in satisfaction between live lecture and
tele-lecture. It is suspected that the sane would hold true here.
This belief is based on the respomse to a question asking if they felt
face-to—face contact would be as necessary with S.E.S. when scrre form
of two-way ommication (radio or w, was used. Only 12.7 percent. I
said yes it would be necessary; 36.7 percent said I don't know; while
50.6 percent indicated No, it would not be necessary.

It is important to note the proportion of clientele (38 percent
for audio and 46 . 8 percent for visual) who indicated that alternative
methods of corrtmnicating may be acceptable and which would reduce the
necessity for frequent face-to—face contact. These results hold tre-
mendous implication for extension. Despite the evidence suggesting
the inportance of face-to—face contact, a large portion of clientele
sampled are willing to try alternative forms of canmmication. Imple-
mentation of such nedia forms would allow the S.E.S. to reduce the
amount of travel and repeat performances necessary to fleet clientele

needs. It would, at the sane titre, reduce the time spent in meetings

 

101—3wa and Baker, on cit.

Illecture-type situations .

48

This vould enable the $337.57.. to E‘Te‘gii more tire with other aspects of
his appoin ent while train“ “ring a close contact with clientele and

' I .
«a so --- -~ ~
their new .. .

Surmarv

Clientele needs can be broken dam into identifiable market
segments. Their demand for information- services can be identified and
classed under broad headings. The segments for information needs are
relatively isolated by subject areas from one another thus allowing
S.E.S. to approach problems in a more specific manner. Smaller areas
of demand can be separated readin from the other major areas. Each
area can be considered separately for informaticn develognent. A
problem arising in segmenting the clientele market is that of determining
how consistent these indicators are over tine. Clientele needs will

change thus, creating some difficulty in assessing consistency.

Giorll. ..I . ’\ ‘7

STATE DIVISION SPIIZLMJIST

The Questionnaire

 

Each of the 160 State Extension Specialistsl received a cover
letter and a guestionnaire.2 Ninety of these, or 56 percent, were
returned. The results of this questionnaire offer data concerning the
anount of tire spent by S.E.S. for various job related activities,
the type of cor'munication and instructional technology now being
utilized, and their opinion concerning the use of different Hedia

forms .

State Specialists - Background Information

Age is often linked by researchers to a person's values, -
beliefs and attitudes thus, affecting his perception and willingness
to change or innovate. Therefore, age was viewed as a possible explana-
tory variable in this study. There was however, no apparent relation
between age and the variables against which it was tested. It was
tested against such variables as the number of hours spent for adminis—

trative matters, research, travel, meetings, etc., satisfaction with

 

1This figure includes thirty-tam administrators.

2See Appendix C .

49

50

other nedia for-rs, educational ability of otherredia and whether
they vould racer-mind tieir job to cti-nets.

The age of specialists ranged from twenty-five to sixty-six
years. A bimodal tendency exists with slightly larger groups at ages

25-35 and 46—55. Table S-A gives the complete breakdown by age groups.

Table S-A

Age Groups of State Extension Specialist

 

-n-S ‘ ‘—.

Ace Percent of Total S.E.S. in

 

Group that Age Group
36-45 19.0
46-55 27-4
56 and above 14.4

No Answer _ 1..

 

 

Number of years in extension was ascertained in an effort to
determine what effect this might have on influencing adoration of change.
It was felt that persons associated with extension for a shorter period
of time may be less resistant to the adoption of new methods of conumni-
cations as compared to those associated for longer periods who might
hold rigid traditional values. When tested against feelings concerning
used and happiness with different media forms providing two-way channels,

no apparent relationship was found.

51

The rance for nurter of "ears in extension was one to thirty-
eicht years. Thirtv-eicht percent, the largest single group, had.been‘
‘with extension one through five wears. Table S-B gives a.more detailed

analysis of years in extensi .

Table S-B

Number of Years State Extension Specialists
Have Spent in FXtension work

 

-"——. ..r ~— :-

 

NINjer of Years S.E.S. in Percent of Total S.E.S.
Extension (by Groups) in Each Group

1-5 38.0
6-10 13.2
11-15 17.7
16-20 7.8
21-25 14.4
26-30 . 3.3
Over 30 "4151
98.8
No Answer _;Léa
Total 100.0

 

The respondents were representative of 31 different disciplines

or specialized areas.3

 

3See Appendix F.

52

The distribution of academic rank showed only a slight tendency
toward the upper rams. Table S-C lists the distribution of academic

rank among S.E.S.

Table S-C

Academic Pank of State EbctensicnSpecialists

 

”a

 

Categories of Percent of Total S.E.S.
Academic Rank in Each Category
Professor 32.2
Associate Professor 23.3
Assistant Professor 18.9
Instructor , 11.1

Other" 13.3.

No Answer 1.2

'1le 100 . 0

 

*‘I‘hese were mostly people who hold entirelv specialists appointments.

Extension Specialists are appointed on a variety of arrangements
from a few hours per week to full-time (which means that the persons
total effort is deovted to extension activities). This is usually
acccrplished on a percentage basis. Using 40 hours per week as a
standard, 20 hours per week would be considered a 50 percent extension
appointment.

It is necessary in this study to discount for those S.E.S.

Spending only a few hours each week in extension. This does not man

53

hat their angers h." id no rearing, it irrlies how-fever, that they

cannot be considers"? of the . are irportance when Viet-Jing feelings con-
cerning travel and ratings as those devoting 50 percent or more of their
time to extension. The people who indicated spending 6 through 12

hours per week in extension comprised only 8.8 percent of the total.

Most of their extension time was spent for either research or adminis-
trative matters.

The overall mean number of hours devoted to extension was
34.9. The range wasG to 63 hours per week, with the three largest
groups devoting 20 (12.2 percent), 30 (12.2 percent) or 40 (31.1 percent)
hours per week.

Using this information as a base, a breakdown of time was made
to determine how many hours per week are spent for administrative
matters, research, travel, meetings with extension clientele and
others. The results are depicted in Table S-D. Of those specialists
who indicated spending only one hour per week in travel 3.3 percent
of the S.E.S. out of a possible 4.4 percent, came from the group
spending less than 50 percent of their tine in extension. The same
trend was evident for meetings. Those under 20 hours per week in
extension account for all of those spending one hour per week in meetings
and 3.3 percent of those spending only two hours per week.

Specialists were also asked to express their Opinion concerning
the amunt of time spent for administrative matterns, research, etc.

It was thought that specialists who‘indicated that too much time was
Spent in background, travel or meetings would be more willing to accept

the use of modern commmication technology. This relationship did not

54

Table 5-0

Number of Hours Worked by S.E.S. in Various Activities

~Z":

Activity

intage of S.E.S.)

 

mas:

(pe

 

Number of Hours Worked Per

Week Per Job Activity

B-‘eetings Other“

Travel

Research

Admin.

 

—17mr0836222143291
1L5m33222143281

1668nU062014 4. 291
lSS—IflwSlOlA. 4 281

119121111
llBlLlll—l

a

4.].361410 311
12.

374473 6 212 1
O
364L61 212 1

o 01 o
114

“136042J18‘3114
65041617 3
in

012 3456
1.234567891111111

1131 2
O... O
1131 2
4 l
O O
4 1
90457058
12222333

78
ll

 

*Evidence suggests these matters to be primarily administrative by
nature . ..~ '

U'I
Ul

exist. Also, it as belieed that a majority of the soecialists would
feel too much tire is oresently being spent in these areas, especially

travel and ratings. Table S-E deronstrates the feelings of S.E.S.

toorard their job related activities.

Table S-E

Feelings of State Fxtensicn Specialists Toward
Job Related Activities

 

Opinion of S.E.S. Toward Each
by Percent of Total
Major Job .
Related ActiVitieS Too Much About Right Not Enough No Answer 'lbtal

 

 

Ad":1inistrative -
Matters 28.9 68.9 ---- 2.2 100
Pesearch . 5.6 32.2 34.4 27.8 100
Travel ‘ 22.2 60.0 6.7 11.1 100
Meetings 13.3 63.3 15.6 7.8 100

Other _ 5.6 41.1 , 16.7 _ 36.7 100

 

Snecialists, with the exception of research, felt that the
amount of tire being scent on job activities is about right. This
finding does imnly that more tine could be devoted to research. The pro-
posed use of mdern communication technology to eliminate some travel
and also eliminate the necessity for reoeat performances at different
tines and in different areas, could provide the opportunity for more
research activity. At the same tine (all other things constant) this

muld increase efficiency. Efficiency would be increased by reducing

56

the tote l necessar' tire for accr‘rr'nlishino the same basic purpose which
previously required more travel and presentation time.
Additional infomtion cmcerning the amount of travel, when it

occurs, hot-J often srxdves are repeated etc., was included to: (I).
obtain a more accurate estimate of the amount of time and number of miles
driven in connection with group neetinos. This was important from the
standpoint of err-raining efficiency and determining the feasibility of
updern technology. (2) Help in the examination of various pieces of corm-
unication technology with respect to the size of group and frequency of
use expected. And (3) offer insight as to the ability of various tech-
nology to facilitate information exchange. This is especially useful
later when considered in conjunction with the purpose of S.E.S.!‘t'eetings.

"The majority of S.E.S. meetings occurs during normal working
hours.4 However, 21.1 percent said meetings occur primarily at night or
on weekends. Seventy percent said that workshops or speeches are re-
peated to different areas of the state. The number of tines they are
nomally repeated is indicated by Table S-F.

flue data indicate that speeches are repeated three to five

times. If instead, S.E.S. were able to prepare one presentation, meet
with all groups at once5 and react to a majority of their questions,
this would eliminate duplication of materials, travel time and presen-

tation time. This could be especially valuable for those who are often

 

4Eight a.m. to five p.m.

5It is realized that this is not always possible due to situa-
tions where problems arise a presentation is given and may call for
further clarification.

57

Table S-V

Number of Tires State Fbitensicn Specialists Pepeat
Speed-es or Foe-1531033 Per Year

 

“» » T:_ a “a“

 

Number of Times Percent of Total S .E.S. Rapeating
Repeated that Number of Times

1 5.5 '

2 7.8

3 ._' 21.1

.4 . ,. ‘ 8.9

5 i 12.2

6 2.2-

8 2.2
10 , , 5.5,
12 _ 2.2

15 1.1
18 ~ .- _1_'_._1

No Answer 30 , 0

Total 100 . 0

 

called upon tofitravel and meet after normal working hours. The overall
objective of utilizing modern technology is not to eliminate all travel
and face-to—face contact by S.E.S., but is to create the means whereby

extension can better utilize existing specialists, call upon specialists

in mre fields and reduce the need for the sharp increase in manpower

58

prairies:- 1:1 t.‘.:; Verge said.

Three additional ("".Z:‘:E-‘~‘;iCI‘£ contained in the survey were also
designed to solicit information concerning travel. Two of the questions
concern the arount of travel, and the number of hours spent for travel,
per week, during both the academic year7 and the sumer Iront.hs..8 It'
was believed that sore differences between the periods would exist due
to the vacations, slmfdovn in program schedules, etc.“ Data suggests
however, that this is not the case. The node for each period was 200
miles and four hours, indicating a year-round demand for S.E.S. contact
and travel. 4

Specialists were then asked to supply a breakdown for bad<gmmd,
travel and actual contact tire on a single fleeting basis, when neeting
groups of clientele. Table 5-G show the results. Based on figures in
Table S-D it is possible to arrive at sane average figures concerning
the tire spent per week in travel andneetings by S.E.S. Specialists
who spend between '20 and 39 hours per week for extensicn activities,
devote on the average, 9.4 hours per week for travel and group meetings.
Those with 40 or more hours per week in extension spend on the average
of 12.7 hours per week in those activities.

For instance, if a S.E.S. devotes 30 hours per week to extension
and averages 9.4 hours for travel and gfoup neetings, then nearly me-
third of his tine is spent for these activities. The remaining titre

must be divided for research, administrative matters, preparation for
yseptember 15 through June 15.

8June 16 through September 14.

59

Table S-G

Number'ofE 2311s Sta"e Fxtcnsicn Specialists Spend
For Bac}:groud, Travel and Cor tact
(On A Single .eeting Basis)

“ I“

Expressed.as a Percent of the Total 8. E. S.
Spending that Amount of Time
Number of HOurs
Spent for

 

Each Activity Background Travel Ccntact
l 5.6 4.4 31.1
2 21.1 30.0 34.4
3 10.0 16.7 8.9
4 12.2 26.7 6.7
6 6.7 1.1 "2.2
7 -- 1.1 1.1
8 10.0 1.1 --
9 1.1 --- --
10 7.8 i—-- --
12 2.2 -- 1.1
15 2.2 -- -‘-
20 1.1 -’- --
30 1. l --- ---
40 2.2 -- --—
No Answer 12;; l§;§_ 33:2.
Total 100.0 100.0 100.0

 

60

tracings etc. A person sending 40 hours per tee}: in extension, will
average one and a half 6.3-gs per seek out of the office for the purpose of
clientele roe tings and travel.

Certain conclusions can be dram based on this data. Age ww
not an important variable in explaining differences in other variables.
Two age groups are praninent in extension—the young 25-35 and middle
age, 46-55.

The nmher of years in extension did not effect S.E.S. willing-
ness to accept new ferns of camumication tedmology. Therefore, the
problems when adopting new technology would not necessarily lie with
convincing the "older" traditionalists. Any acceptance or rejection
would likely core from any S.E.S. regardless of years in extension.

S.E.S. who devote 20 or more hours per week are the ones most
concerned with travel and group meetings . On the average 9 . 4 hours
per week for those spending 20-39 hours and 12.7 for full tire S.E.S.

The Speeches and workshops presented by S.E.S. are often repeated. .
This neans that a great deal of tire is spent on the road and for neetings
dealing with the save subject matter.

‘ In fiscal year 1970-71, extension spent $244,289.76 for S.E.S.

travel.9

This averages to $1823.05 per specialist. More specialists
will be added to the payroll, salaries of existing S.E.S. will rise,

and wore meetings will he attended throughout the state. The use of
electronic nedia could help eliminate sone of the travel costs and reduce

the need for hiring additional 5.2.3.10

 

9A Look: The Budget, op cit.

10See Appendix C for budget estimates concerning the cost of
hiring additional personnel and travel.

61

l .5. ‘a. ,—1 , .
berm—v, 2:1“ Dir“. cs?

 

Extension Specialists must travel to meet people and disseminate
inforra‘aion pertinent to clientele needs. A variety of purposes were

evaluated to (.9 torture their irmortance as seen bv S.E.S. Table S-H

show the S.E.S. purpose when neeting with clientele:

Table 5‘-H

State F‘xtensicn Specialists Purpose of Meeting With
Clientele (Listed in Order of Importance) ‘

 

(1) Informatimal talks
(2) Other*
(3) Individual“
(4) Committee Meetings
(5) Ccmmmity leaders
(6) Business Executives
(7) Luncheon Speeches
*Includes county extension agents, leadership groups etc.

“Primarily farmers on a one-to—cne basis.

It is important to note that information talks are the nmtber one reason
S.E.S. meet with clientele. These results indicate that S.E.S. most
'often do deal with groups. '

It is also important to note the number of people reached per
contact. When designing a system utilizing choices of various tech-
nology, it is extremely inmrtant to know the average audience size.

Various units of equipnent are designed to acconodate mly a particular

62

number of people. Thus, bloc-ring apprenmate audience size in cmjunction
with location and fretnlency of use allows system designers to plan a
nore 163:511'2-1e was: I“ not over or under utilizing equipnent in a
particular area, Spending money for additional installation or purchase
(or rental) of equirment may be avoided. Knowing audience sizethus
helps acccrodate proper planning and equipment use.

Table S-I gives sore indication of the average number of

clientele dealt with per neeting.

Table 5-I

Average Number of Peoole Reached by State
Extension Specialists

 

.
" as _ .5_ .1: “

 

Average Number of People Percent of Total S.E.S. Indicating
Peached Per Contact That Nm‘ber Of People (Average)

1-5 1 6.7

6-10 12.2

11-25 15.6
26-50 36.7

51-75 12.2

76-100 . . 6.7
Over 100 __2_._2_

NO AnSV-‘er 7 o 8_

Total 100 .0

63

87.8 percent of the 8.1-3.8. r"arveved indicated that they used
instructional aids either all of the time or frequently. The Host
popular devide was slides (in response to the questionnaire). This
mares favorably with clientele who indicate lecture with slides as
being the nest educational method of presentation presently used by
S.E.S. Other popular devices were transparencies, charts and graphs,
films, tape recordings and prpgrarmed texts, in that order. These
findings indicate that ancellary visual program devised are pcpular
with S.E.S. This must be considered when a final system is designed.
Not only will incorporatim of these devices foster acceptance by S.E.S.,
but may prcvide necessary educational and entertaining material to
clientele if some form of visual commicaticn is not duosen. Use of
such devices may emlain ambiguous material and facilitate more meaningful
feedback.

Eleven of the S.E.S. had been involved previously with tele-
lecture and only four S.E.S.. had used TV where two-way communications
was available. The limited exposure to these nedia did not lead to any
mnclusive feelings for or against them by people who had experienced
their use.

S.E.S. were asked their opinion concerning possible use of
either radio, tele-lecture or 'IV with provisions for immediate feedback.
They were asked first if such forms of canmnicatim would be as satis-
fying to use. Then S.E.S. were asked to give their opinion as to the

11

educational properties of these forms. The happiness or satisfaction

 

11See Appendix C, questions 20, 21, 22, 23.

64

and educational diwnsion were separated to help in assessing the
feasibility of utilizing-rodern technology. Many S.E.S. indicated that
they ‘.-.‘C..ld not feel as happy V3181} using tele-flecture or sane other media
form, but thought such fort-“s would be as educational to clientele as
personal or face-to-face cormunications.12 These two din’ensicms (satisfac—
tion and educational capabilitv) actually test the strength of the S.E.S.
with regard to face-to—face contact. It was shown that S.E.S. would
prefer sane forn of visual two-way linkage. Visual media would, they

felt, offer more educational value and would be more satisfying to use than
audio. This is important from the aspect of recamending the form of
nedia to use in designinga system. It would appear—that S.E.S. prefer

to have scrething thatiis as near to face-to—face as possible. However,

if the purpose of clientele contact were merely education, other forms

should be considered .

 

12See Figure 5-1 and 5-2, page 65.

50.

40

3O

'20

10

50’

40

30

20

10

65

5-1
Yes
No
43.3
, ”'7 37 8 Don't Know
30 30 30
24.4 i
i
‘No Answer'
L
2.2 2.2
R TV R TV R lTV mm

 

 

 

 

 

 

 

 

 

 

 

S.E.S. Feelings toward the use of proposed redia. This diagram
represents the comparative educational value of both audiol(R)'
and visual (TV) with a two-way channel as cmpared to face-to-face

mntact .

 

 

 

 

TV

R

 

 

TV

 

 

 

RTV

No Answer

4.4

[72—7

1.1

 

m

 

 

S.E.S. Feelings toward the use of proposed media.

J."

This diagram

represents the comarative levels of satisfaction associated
with the use of audio (R) and visual (TV) technology which
provides a two-wav channel as compared to face-to-face contact.

CRT-Pl .29. VI
CCITV'LUT‘IICATIOE‘IS TECDIOU L"!

In Light_of Needs

 

The data gathered for this study indicates that people's needs
with regard to extension information are diverse. A single information
sub-system cannot effectively meet all of the reguiremmts toward ful-
filling clientele needs. What _i_s_ needed instead, is a _t9__ta_l_._ system
which is capable of handling individual Specific problems as well as
group situations. It should be capable of dealing'with the diversity
of subject matter as well as the diversity of audience situatims. It
must be carefully planned and coordinated so as to achieve purpose and
usefulness not only for extension, but also for statewide, regimal,
national or even international agencies involved with business, govern-
ment, redicine, etc. A total, unified plan and system must be developed.
"An educational cormnications systems is likely to require smple‘rentnry
data services, central computers and virtually unlimited file access.
‘Ihe system can utilize toth voice and TV commmications on private or
public broadcast concepts. In short, a broad ccmmmications system can
provide an electronic tiebetween virtually every person in the state .

and all of the infom‘etion and learning centers that are interconnected

66

 

67

for both visual and written information."1 Only by deve10ping a total

coordinated system can effective use be made of the present (and future)

available facilities vhich rank anong the best in the nation. Planning

can best he accorplished men a total unified system exists rather than
antm'ber of overlapping separate facilities.

Clientele needs show the necessity for a sub-system whidi can '
acconodate individual, specific questions which are technical or complex
in nature. These questions require that information be drawn from a
variety of disciplines. This type of situatim calls foracustanized,
individual information which is available for immediate access. It _
is only one part, or a subsystem, to the total necessary plan.

Michigan is develOping the necessary technologies for handling
individual problems. Computers are being used to transmit information
which is designed to fit a situation peculiar to a single persons needs.
The problem can be phoned directly into a computer and analyzed in light
of all existing variables. An Optimal solution can thus be obtained.
The problem at the computer end is development of a sufficient supply
of information and linking the computer to other areas where the infor-
mation is readily available (i.e. , libraries). ‘Ihere is also a problem
in linking and coordinating the various computer systems to one another.

This study is concerned with the other half or sub-system in
the develornent of a total system. Reference here is to communications

technology for effectively dealing with and coordinating small and large

 

1Atlantic Research Corporation, Jansky & Bailey Broadcast Television

Department, Educational Cmications for Michigan-a Phoinnering Feasibility
Study, Washington D. C. , July 15367. Till—S study was complementary to the
McBride Report on Educational Television presented to the State of Midiigan
Department of Education. .

 

68

group activities and neetincs. This sub-system mist be developed in
conjunction with and be compatible to the sub-system dealing with. 5‘
specific problems. It is that part of the total system designed to deal
with problems concerning rural planning, munity develcpnent, marketing
problems etc. It relates to those clientele needs which are better
understood by group or ccmmxmity involvement. Developrent of such a
system can no longer be overlooked. As previously nentioned, it is of
little or no consequence to develop separate facilities, even when they
are of excellent caliber, if they are not capable of functioning as

part of a total system. What is derived from sud: an arproach is not
usefulness, planning or coordination, but instead waste and misallocated
resources due to duplication of tine, effort and equipnent. Clientele
needs are better net by careful planning and development of a system
which is corpatable with their needs.

The purpose of this chapter then, is to examine a variety of
modern ccmmmications tedmologies. They will be viewed as 'to their
applicability in fulfilling clientele needs. Just as importantly, they
will be examined in light of developing a total System sometime in the

future .

Today ' s Methods

 

Extension presently utilizes a plethora of media to reach
clientele. Personal contact in the form of informational talks, indi-

viduals, committee meetings, etc. is a primary method of reaching

2

clientele. Other nethods include pamphlets and brochures , radio

 

2Chapter Five , Ibid.

69

programs, magazine articles, hex-spacer articles, etc.

Personal contact is costly in terms of the S.E.S.'s time and the .

se of extension funds for trait-21. The other methods used by S.E.S. do -

not offer the dimension of tir~euness4 that can be obtained by personal
contact. Another problem associated with the use of such a variety of
media involves the overloading or flooding information exchange diannels.
If fever media forms could be utilized on a consistent and frequent
basis, this problem could be eliminated. It essentially involves better
assessing the needs of Clientele and planning to directly fulfill those
needs. Media such as magazines are good supplementary material. They
should be used as means of reaching those clientele unable to partici-
pate in use of modern technology. Personal contact by S.E.S. was found
to be desirable, button a less frequent basis.5 Use of modern electronic
technology would eliminate the need for much of the material presently
mailed to county extension personnel. If relieved from the burden of
examining a large arount of material to ascertain those facts pertinent
to his situation, then perhaps the county personnel could assume a
greater role in making personal contacts at the individual level. He
would also serve a more useful role in remaining abreast with clientele
needs over time.

This study has thus far, examined clientele needs and identified

major areas of common interest. It has examined the amount of time spent

 

3Chapter Four, Ibid.

4135 per :"r. Dave Crowell, University of Wisconsin. It refers to

the ability to present, current or timely material and then receive feedback.

SChapter Five , Ibid .

70

by S.E.S. for job related activities and the purpose and method they
presently employ in attenptino to fulfill clientele needs. "Ihe findings
to this point indicate that the use of electronic catmmicatim techno-
logy could eliminate or reaportion the amount of tire spent by S.E.S.
and would enable him to focus more directly on clientele needs. '

It is now necessary to examine available and future commi-
cations in an effort to determine their possible applicability and
feasibility in fulfilling the needs of extension, S.E.S. and clientele.
Use of data derived from both secondary and primary sources will be

used in assessing pertinent feasibility factorS.

Present Tedmolocy“

 

Discussion will be restricted to that technology which is
relevant to group situations (i.e. , meetings). Fquipmnt designed. for
this purpose is flexible and can be used in numerous combinations and
systems. In the final analysis, extension must decide on "a" system
which will not only fulfill their immediate and long range needs, but
will link to other facilities within the state. This would include
other communication networks or facilities, government agencies and
departments, redical facilities etc. Any system develcped by extension
should be compatable with other agencies not only for cost sharing and
economic reasons, but also to facilitate development of a total cammmi-
cations system in Plichican. This system in turn should not only fulfill
the needs of Michigan residents, but allow these facilities to be linked

to regional, interreqional and national systems.

71

 

Pro. tent Technoloré '——'Te 1 n-Vriter

Tole-«writer is an electronic device capable of transmitting
visual signals over ordinary telephone lines. It is designed primarily
to. serve as a slrole no it for au io presentations.

I Tele-d-Iriter is designed to transmit visual reproductions of
writing, diarts, granhs, figures, etc. Basically, the equipnent consists
of a sending unit and a receiving unit. It is capable of being used
in any one of three rethods: (1) tele-writer only, (2) alternatively
with voice transnission, or (3) simultaneously with voice.6 Tele-
writer alone only is not particularly neaningful for group situations.
It could be hcx ever, an important anoellary service for audio equipment.
This later approach has been demonstrated in teaching elmeriments
where audio lecture was surplenented by tele-writer. The tele-writer
was used to detail explanations and demonstrate formulas for -a group
of engineers located several miles away. 7 Such eguigrent {facilitated
educational programs which otherwise would not have been possible.

The tele-writer sending unit involves tvoo or three rather elementary

concepts. A device resembling a normal ball point or felt pen is

attached to a free moving am. This is referred to as a captive pen.

 

6When simultaneous transmission is used, two individual circuits
are required, whereas, the other situations described require only one.
This infomation plus a great deal of basic information concerning systems,
sage and costs was obtained from personal interviews with Mr. F13 We5t
and Mr. Al Coping of the Pell Telephone Business Office at 220 M.Z\.C.
Avenue, East Lansing, Michigan.

7Iear—Seger Emerinent, Bell Telephone. This experiment involved
the teaching of graduate level engineering courses via Tale-lecture and
Tale-writer to emloyees of Lear-Seger Corporation in Grand Rapids,
Michigan. The course eminated from Michigan State University, East
Lansing, Michigan.

72

The captive pen is ranipulated by the writer and irplants a message onto
a sensitized roll of paper. 'l“e images are then picked up and transmitted
via an T.“ signal to a receiving station located at the opposite (i.e.,
audience) end. The receiver then uses the PH signal to Operate a pen
similar to the one at the sending station. This pen Operates parallel
to the master pen and transmits images onto a transparent clear plastic
roll. Then, in a manner similar to a regular overhead projector, the
image is projected on a screen. To permit sending informatim (i.e.,
writing) back and forth, it is necessary to locate a sending and a
receiving unit at each end. This operatim by itself, still only re-
quires one circuit.

Several cmpanies produce telewriting equipment. A popular
‘ unit is VERB8 produced by Victor Comtc'teter Corporation. Nbst units are.
capable of utilizing transmission equipment similar to that provided
by Bell Telephone and others. I '

Tele-writer can be a valuable asset when it is necessary to
portray figures, graphs, etc. , to groups. Information concerning
mmmity tax problems, marketing reports, rental agreements or family
budgeting problems, which represent areas of concern to clientele,

muld make use of tele-writer if extension should choose audio technology.

Present Technology-{onference Call

 

Designed after the telephone party-line concept, conference
calls are one means of providing audio programs to groups of clientele.
Utilizing existing telephone lines, conference call can provide service

to anywhere from three through fourteen locations at one time. Used in

 

glictcr Electronic Perot-e Blackboard. See Appendix H.

73

mnjunction with tele-writer or sore other form of visual aid, cau-
ference call can provide an effective method of presenting a wide range
of material to groups.

Conference call can best be used to serve those areas where
image is less frecuent, of shorter duration, and audiences are relatively
small. In such areas, conference call lecturescould be located in
school classrocns, county or township gmrernnent offices, etc. Con-
ference call can provide tinelv, useful information, on a rrore frequent
basis to areas were a dedicated system9 is not feasible. Use of this
method for presenting— informaticn to clientele could eliminate some
of the travel to sparsely pOpulated, outlying areas. At the same
time up-to—date information could still be provided to fulfill their
needs. i

Bell Telephone has recently introduced a relatively inexpensive

10 It is compact in nature measuring

portable conference call unit.
twelve inches square and five inches high. It resembles a telephone V
with an attached speaker. Volume and voice reproduction quality are
adequate for accclodating up to fifty people in one room. If occasionally
extra capacity is needed, it is possible to use input jacks provided

(:1 the unit to plug inadditional speakers. Installation requires“ only

a service line if none exists, a plug in’ jack and additional speakers

if required. Maintenance costs are negligible for this system.

 

9This is a full time or 24 hour private line circuit designed
expressly to carry Tele-lecture information. .

10See Appendix I for cost figures.

74

This amipvent proves a basic means of providing tho-way
audio ccrmrzication to seller groups of extension clientele. Used in
mjzmction t-dth tele-«miter, this system would offer a fair degree of
flexibility in terms of presenting information and meeting clientele
reeds. It is possible to involve resource personnel from other areas
of the state or nation. As is true of any equipment consideredin
this study, conference callicannot mletely replace face—to-face
(Intact. The conference call is however, a very basic, relatively in-
eiqaerrsive nethod of replacing at least a portion of the present travel
and face-to—face contact. Although the data “in this study indicates
a more favorable attitude from both specialist and clientele, the
conference call system is a feasible alternative as an initial step

or as a budgetary necessity.

Present Techuolaw—Tele—Iecture
11

Tale-lecture is a two-way, full-time or dedicated, network .
telephone system. 'It differs from mference call with respect to '
the equipment involved, frequency of use and nature of the programing.
Since it operates on a full-time basis and is slightly rrore expensive

12 larger audiences and frequent use by specialists are

to operate,
needed to obtain eccncnies in operation. It is thus recommended for

areas where these requisites wouldbe fulfilled and sustained over

tire.

 

llPegular telephone calls are not handled by this system.
However, outside phone calls can be connected to it.

leee .fipoendix J for cost figures.

7S

Tele-leddre err-divest is sore stationary in nature than con- ‘
ference call. It can hcx-ever, upon installation of special plug jacks,
be moved from one location to another. The equipment consists basically
of a telephone receiver without a dial, and a small loudspeaker. To,
speak over the system, one nerely lifts the remiver, depresses a button
and talks in a normal voice with steady speed. .The system utilizes existing
telephone lines where available. To eliminate mmcessary installation
costs, the handset and speaker are installed where they can be left
for further use or immediate access.

‘mis systemcanalsobelikenedtoalargerpartyline. Itis
mover, once in operation, accessible to anyone at any time who has access
to the handset. it requires no special dialing etc. Wisconsin, since
‘ the inception of their tele-lecture Operations, have experienced mid
growth in user acceptance. The average audience per program is now
about 200 people. Total yearly usage has risen to over 80 .000 persons.
They are able to reach large numbers of people at virtually any hour of
the day or night and are able to provide a wide variety of entertaining
and educational eXperiences. 13 A main advantage over (Inference call
is the ability to reach larger audiences in a greater number of geo-
graphic locations. Although clientele surveyed fcr this study indicate
a more positive feeling with regard to television or visual nedia,
they did choose lecture with slides as the present method used by S.E.S.
as the most educational. Armed with this finding plus therresults

 

1

1356a Appendix K.

76

indicated in the Shark-Baker studyl4 concerning audience reaction to
live lecture vs. tele-lecture, it is not unreasonable to assume that this
type of system would not be successful in Michigan. The system offers
educational programming possibilities beyond those presently offered

by extension. Such a system could cover a wider spectrun of educational
material, provide a more in-depth and timely analysis of current problems
and events, plus draw from a i-rider‘variety of resources. Present
methods and instructional aids could be eliminated or where necessary,
used only as supplements.

At the same time, the Wisconsin experience has denrnstrated by
actual empirical evidence, that the necessityfor travel and time spent
in meeting clientele is greatly reduced. ‘Iheir (Wisconsin's) system
has allcmed doctors to consult with outlying areas of the State during
emergenqr cases. New medical practices and procedures are also discussed
by medical personnel throughout Wisconsin. Many of these same educa-
tional Opportunities are available for civic groups and organizatims.

The nature of programs presented over tele-lecture vary from
formal seminars to current market news. . Similar programming is highly
feasible in Michigan. Clientele needs are diverse and even though
needs can be categorized, there still exists a necessity of discussing
a wide array of topics.

Tele-lecture is flexible with regard to use and camatability
with other electronic eguiment. It is very carpatable with many of
the instructional aids presently used by S.E.S. (i.e., slides, trans-

parencies, etc.) . It may also be ccmolementary to telefision transmission

 

7

14Chapter Three ,- Ibid .

vhere irrediate feedback is desired.

Tele-lecture offers possible cost-sharing benefits between
various agencies. Again, Wisconsin serves as a prime example. Users
are expected to pav cost of usage fees covering equipment and line

rental. 15

Any additional expenses incurred by extension is also
charged to the user.

Michigan State University's new medical facility is also currently
involved with investigating the use of various media for use in contact
or instruction with other medical schools and physicians. Herin lies
an excellent opportunity for extension to develop a cost-sharing
base of operations with another department. The Wisconsin system has
proven very adaptable to the needs of the medical profession. This
and other'possible hopes for cost-sharing, .should be explored fully
by extension. Civic clubs and organizations offer excellent areas for
possible exploration. Governmental and other educational institutions
or departments are also potential users and supporters.

The tele-lecture is a rather ineJ-crensive means of reaching a
large number of peoole. It can utilize existing transmission wires
and microwave facilities. Opportunity for use of supplemental in-
structional aids is highly feasible. The system has empirical evidence
to support its educational potential. Cost-sharing arrangements with
state, countv or local public and private agencies is highly possible .
Use of such a system should be explored as a means of imolementing "a"

basic form of mmication for promoting extension programs.

 

w

lsChap ter "Queer - , Ibid.

78

SCA -— F". T‘iultipl’fiir‘rr

SCA, stands for Subsidary Communications Authorization. It is
an F‘i (sub) channel or subcarrier in addition to primary F51 broadcast
services. Besicallv, the additional channel is multiplexed or "piggy-
backed" with a normal PM frequency. This signal cannot be picked up
by nonmal receivers. Special receiving equipment is necessary to
separate the two signals. These special SCA signals can be used for
voice transmission or specialized data transmission (i.e., tele-writer) .

SCA is basically a one-way service. It provides a high quality
audio signal. Since SCA is one-way (i.e., no feedback provisions), it
has limited use for group situations as theyiare being studied here.
SCA's importance lies in providing such services as up-to—date infor-
mation on weather , marketing or other subject areas where interaction
may not be necessary. It differs from present methods of disseminating
information (i.e., radio or TV programs) in that SCA can offer a more
factual, in-depth analysis of current situations than is normally pro—
vided over other broadcast, public media. This is primarily due to the
increased amount of time which is available for the discussion of a

single topic without interruption.

Visual Communications

Transmission of video signals are handled by two basic systems;
closed circuit (cable) and Open circuit (broadcast) channels. Closed
circuit TV or cammniity antenna TV systems share a canton technical
feature in that picture and sound signals are conveyed by wire transmission

lines or coaxial cable to the viewers TV set. CATV in particular, is

79

generallv inac’ecmate for mass direct reception. It requires receivers
and amlifiers,CCIV is generally utilized for education purposes at
colleges and universtities.16

A more flexible and feasible method of transmission is microwave
relay. This is often referred to as a m carrier. Microwave is
defined as radio x-zaves above UHF frequencies and are of very short wave
length acting almost like light waves. This relay system is capable of
mansmitting video £51. audio signals by using highly directimal relays
at a distance typically near thirty miles. Bell Telephale Canpany makes
extensive use of microwave facilities on both a natimal, regimal and
local basis, to transmit signals both inter and intrastate}?

No matter what method of transmission may be chosen, there
still remains to be cmsidered the additional cost of studio, eqlnpnmt,
technicians, etc. In areas where such facilities are not presently ‘
available, they must be provided. This is a costly mldertakjng. It
does not appear possible that extensim would be able to finance a total
statewide carmmications system using solely visual transmissim. It
would be possible however, to take advantage of existing facilities.
Use of wrsB-lv at Michigan State or the new channel 23 for msu in
conjunction with stations such as Bay City channel 19, Mt. Pleasant
channel 14 or Detroit channel 56, could provide video transmission to
netrornlitan areas. By utilizing and lirfldng existing networks, autonatic

cost—sharing benefits and economic advantang can be achieved. For

 

16See Appendix L for further information and cost details.

l7Startm, Anthony, op cit.

80

instance, each station would Izandle its own equipment and personnel

costs yet would be able to draw on programs and educational opportlmities
at the other locations. This could allow a wider area of total video-
type transmission. Cost of line rental or microwave facilities, could
be a shared fixed cost paid either by users on a tine-period basis or
shared jointly by all stations.

Clientele and S.E.S. alike, indicated a more positive feeling
with regard to visual cormlmicatims which provide for two-way charmel.
mus was preferred over a similar system offering only audio presentation-3.
Cammication specialists would also argue that the visual media offer
a much more complete perception of the source and message.

Television is an adaptable, flexible median. Perhaps it. would
be feasible if some form of copperation between existing facilities were
arranged. Use of television would again open a wider range *of programing
possibilities. This media when provided with a feedback capability,
cmstitutes a vast improvement over bulletins, newspaper articles, one-

way radio and TV programs and other media presentlv used by S.E.S.

 

Future Technology - Picture-Phone

A convenient and compact form of communication technology is
the Picture-Phone. This is a device to transmit both audio and visual
signals of sender and receiver simultaneously. This equipment, when
put (I: the market, will offer the rost complete and flexible single
unit yet devised. It is a mact unit which will offer audio-visual
services directly to clientele homes and offices. Bell laboratories,
in mnjunction with Western Electric Company, have developed and

refined this unit.

81

The T'odel II Picture-Phone,” is much more sophisticated
mared with the original test sets. 'T-Tith the Model II Picture-Phone
set, the user can chance the size of the field of view to close-up
or wide-angle by "zooming" electronically, display drawings and printed
matter, move mom freely from side to side while remaining 'on camera,‘
and change the camera focus to transmit larger scenes up to twenty feet
away." These develooments are important because a wider range of
instructional aids can be presented with the lecture and more vividly
illustrated. The audience would in turn find such a presentation of
material more understandable thus increasing satisfactim and educa-
tional benefit. ‘

The compacoless of the Picture-Phone unit may be ascertained
from the following description:

The Picture-Phone station set is camrised of a display unit, a
control unit, and a service unit. A standard Touch-Tone telephcne
set equipped with a 12 button dial is used for dialing and for ‘
providing regular telephone service. The compact control unit
contains four knobs and four push-buttons, and can be placed in a
convenient position in front of the Picture-Phone display unit.
One knob electronically adjusts the height of the center of the
camera's field of view. Another knob regulates the camera's .
electronic zoom, a third controls the brightness of the displayed
image, and a fourth knob is the volume control for the speaker phone.
The microphone for the speaker phone is also contained in the
control unit.

From a technical viewpoint, picture phone is ccxrpatable with
such systems as tel-plan or other dial access computer systems due
to the normal phone service offered with Picture—Phone, This would
allow a farmer to pick up the phone, press the appropriate buttons

and reach the muter to ask specific questions caicerning his operation.

Utilizing the conference call concept, Picture-Phone can allow for a

 

_ 18Bell Telephone Laboratories , News Release - New Picture Phone
Set Zooms_and Shot-vs Graphics, Murray Hill, New Jersey, December 1967.

 

82

highly selective serentatim of the clientele market by presenting
a mlete audio and visual program to ally those interested or en-
rolled. The program. would. he received within the confines of the
clientele's home. The cost of the program Could-be shared by all
participants and could be included on their normal monthly telephone
bill. I

Picture-Phone ties together into one package, the advantages
of audio and visual transmission. It would eliminate the need for.
special transmitting and receiving facilities. It offers flexibility
with regard to the number and type of programs to be presented. It
can be highly selective in terms of fulfilling clientele needs. The
problem of system integrity or security could for themost part, be
eliminated. This means that everyone would be registered when they
dial and thus would pay their share. This eliminates the "free rider"
problem often encountered with other systems (i.e. , tele-lecture) .

Beyond Picture-Phone little is being done in the way of
research on new technology. One Bell official stated that, "probably
after Picture—Phone is put on the market we expect only improvements

and modifications utilizing basically the same concept."

The Advantages of Technology .

The technology discussed in this chapter could have a great
affect on S.E.S. and extension in general. Its use would reduce the
amount of necessary travel and meeting time, eliminate the necessity
lof repeating speeches or workshops and would thus allow the S.E.S.

more time for other extension activities (i.e., research). Wisconsin's

 

83

experience with their I'm-scam offers empirical and substantial evidence
that application of modern tcdlnologv does create more time for related
job activities .

The cost of manv phases of the technology could be spread by
activelv recruiting outside agency participation and use. ‘ A highly
flexible means of providing information to a larger portion of the
' population could be attained for a relatively low cost per user. Locking
‘ at the expectations for legislative scrutiny of budgets, rising travel
costs, additional manpower requirements , university unionization plus
increasing clientele demand for involvement and information , extensial
should look seriously at the effects these will have (11 future planning
and achievement. Data in this study indicate and support the hypothesis
that use of modern technology would allow S.E.S. to participate as
effectively with clientele groups with respect to information exchange.
The Wisconsin experience, nvbank and Baker study plus the experiment at
Vinoennes , Indiana, all point to the conclusion that such forms would
provide educational material to clientele without a serious decline
in effectiveness. The Vinoennes experiment especially, provides more
recent evidence of successful utilization of modern media facilities
and tin-way feedback.

Extension is currently experiencing a problem with public image.
Personal contact is got the only means of pmroting good public relations.

The strength and versatility of other state extension organizations where

modern technology are being used, attest to this fact. By utilizing modern

 

l9
BIN-SCA Chapter Three, Ibid.

84

manicatims as discussed in this study, extension in Ptichigan stands
to gain in many ways. S.E.S. fficienq' _can____b_e_ inproved,extensim muld
further its own public irage x-rhile simultaneously developing close working
relationships with other agencies. Furthermore, by reducing travel,
reducing the need for large increases in personnel and budgets, by
taking advantage of possible cost-sharing benefits with other agencies,
it would be possible to operate within tighter budget constraints which
are now only threatening extension operation and programs.

Extension must learn to Operate within the limits of nodern
society and yet help that society grow. Use of modern technology is
not the amplete answer, but it will allow extension to assure a more
active role in shaping society and improving curiquality of life. It
can provide the needed impetus for developing the total system called
for in this study. What is needed no» is further testing and study
of the ideas and recommendations in this study. Some assessment must
be made of the actual and potential costs and benefits in terms of

extension's use as well as use. by other agencies. *

 

CHPP'I'ER Sh VPN

SIP'E'ARY MID RECDTT—QIDATIONS

Sumery ' [‘5

 

This study has utilized sectmdary and primary data to analyze

the possible use of modern cmmmication technology by S.E.S. for the

..". ' IT. .a”'.-I".z 'b" "'-. .-

purpose of fulfilling clientele information needs. Primary data was

 

dravm from two guestionnaires. One questionnaire was mailed to selected L:
extension clientele throughout Michigan. 'It was designed. primarily to
solicit their felt needs for extension infonnaticn and their opinion
concerning present extension programs and personnel. '

The second questionnaire was mailed to all State Extension
Specialists. This survey was concerned with obtaining a breakdown of
the amount of tire spent for various job activities (i.e. , administrative
matters, research, travel, meetings with clientele and other). It also
assessed the feelings of S.E.S. toward the use of modern commmicatims
equipment for replacing at least a portion of face-to—face contact with
clientele.

Secondary data was derived from persmal interviews and a variety
of articles and publications. They provided substantiating and supportive
evidence to the general findings and conclusions.

The demand for extension information was found to be diverse.
Sixty-seven categories of demand were isolated. These initial categories

were then broken dam into ten broad areas. Six of the ten were found

85

86

to produce predatinant sect-ents of demand for extension information.
These six include: (1) Rural Development and Community Resource
Planning, (2) Dublic Affairs and Adainistratim, (3) Agricultural Pro—
duction and r‘anager'ent, (4) P‘arketing, (S) Hone Economics and Management,
and. (6) Environmental Quality. Pural and nonrural residents denou-
strated only a slight difference in the type of information demanded.
Other variables such as education, years associated with extension and
feelings about present programs or personnel, had little or no effect

(11 the type and anount of information demanded.

Clientele expressed satisfaction with current extension programs
and personnel. A large majority indicated that fam-to-face contact
with S.E.S. was important. Thirty-eight percent of the clientele
sampled hon-ever (with 13 percent indicating no opinion), said that some
form of audio presentation with imediate feedback, would be an accept-
able replacement for face-to-face presentations. And 46.8 percent.
(with 13.9 percent indicating no opinion), said that same form of visual
camication with a two-way channel, would be an acceptable partial
replacement for face-to-face presentations . Additionally , if such forms
of cammnications technologv were utilized, 50.6 percent of the clientele
sampled felt it would not be necessary. to meet S.E.S. as often.

State Extension Specialists felt the arrount of time being spent
for administrative matters , travel, meetings with clientele and other,
is about right. They were divided on feelings about research. Nearly
35 percent expressed a desire for nore tine in research whereas, only

32 percent were satisfied with their present arrangements in this

area.

 

87

Despite tie satisfaction with the mount of tire Spent for
travel and cl icntele nae ‘sgs, the data showed that S.E.S. devoting
20-39 hours per i-e~:-J-: for extension activities, spent an average of
9.4 hours per veex for travel and meetings. Those devoting 40 or nore
hours per week to extension, averaged 12.7 hours per week in travel and
meetings with clientele.

Informational talks were the purpose for meeting clientele most
frequently listed by S.E.S. Twenty-six to fifty people was the average
audience size nost often indicated. Seventy percent of the S.E.S. said
that speeches and vorkshons are repeated. The number of tines speeches
were repeated varied. Three to five repetitions was normal.

Of the S.E.S. responding to the survey, 30 percent felt that
radio or a form of telephone ccrmunication would be as educational
as face-to-face or "live" presentation. Forty-three percent said TV
or sane form of visual communications would provide an acceptable re-
plaoenent for a portion of face-toeface contact. A number of the S.E.S.
indicated that they didn' t know whether such forms of presentation would
be as satisfying for them to use. All responses were of course subjective
except for those few who have actually used these systems.

Several alternative forms of ccrmmication technology capable
of being incorporated into a sub-system for the purpose of meeting
with clientele groups, were discussed. Audio forms include conference
call, tele-lecture and SCA. Both conference call: and tele-lecture have
certain advantages over the other dependent upon audience size , location
and frequency of use. Both can be used in conjunction with tele-writer,

a mans of transmitting visual information (i.e., charts, graphs, etc.)

88

elee....ror-.1'.cal.‘1.r or with other visual aids (i.e., slides, transparencies,
etc.) . SCA was also discussed. It is primarily a one-way system. _It
can best be utilized to transmit in-depth analysis of pertinent in-
fcration (i.e., market net—:3 and situation analysis).

Visual cpmmnications technology is diverse and complex. It
is, at the present tire, cost prohibitive for sparsely populated areas
on a closed circuit basis. Hmever, arrangements utilizing telephone
and regular UHF or VII? station facilities (existing) is within the

realm of possibility.

Review of Hypotheses '

Three hypotheses were presented at the beginning of this study.
These hypotheses will be restated and evaluated.

H1 - Clientele felt needs can be defined and categorized.

Evidence in support of this hypothesis was obtained fun the
questionnaire nailed to extension clientele. ‘ Their needs were defined
.mthe basis. ofniznfomation or material demanded frun extension. Initially,
sixty-seven areas of demand were outlined. These were then combined into
tel broad categories representing significant areas of clientele demand.
With the use of segmentation procedures, it was possible to compare and
rank the categories. Six areas of predminant demand were delineated.
These were: (1) Rural Develcprent and Community Pesource Planning,
(2) Public Affairs and Administration, (3) Agricultural Production and
Management, (4) Marketing, (5) Home Economics and Management and (’6)
Bivimrental Ouality. Very little difference was indicated between

the needs of rural and nonrural respondents.

89

I12 -‘ Improved . dnication technology will increase the Ebrtension
Specialist's efficiency by reducing travel time thus increasing time
available for other er-r‘aarsicn activities.

' Hypothesis two may be proven in several ways. Efficiency may
be measured at three levels. One case is if total inputs decrease while
output is held constant. Secondly, inputs may be held constant and
output may change. Finally, both input and output may change in which
case a cost-benefit analysis would be required. '

Ehridence from the primary data in this study indicate a substan-
tial portion of the Specialist's work week is spent in travel or clientele
meetings. Those spending 20-39 hours per week in extensim devote
an average of 9.4 hours in travel and neetings. Those spending forty
or more hours per week in extension, devote an average of 12.7 hours per .
week to travel and clientele meetings. These data also indicate that
35 percent of the S.E.S. feel more tine should be given to research
activities. Secondary data, drawn from interviews and literature, offer
empirical evidence that mmications systems already in operation have
improved Specialist efficiency (i.e., Wisconsin) . Effieicncy is improved
because it takes less time to meet with a larger number of people thus,
freeing the specialist for performance of other job related activities
such as research. The specialist is also able to reduce the need for
rapeating a speech or workshop through coordinated planning and announce-
ments. This further reduces the need for travel. This is accomplished

while improving the quality of output and reducing costs overall.

90

H3 - Improved mricauons tec‘molcvry will allow State Exten-
sion Specialists to participate as effectively with clientele groups
with respect to info-radon e:-:cha.nce as mould face-to-face contact.

This hypothesis .was smported by secondarydata plus the
opinions of 59905-alisffi and clientele toward the use of such technology.
A study by Isl-hank and Baker, especially demonstrates the ability of
modern technology to filiill educational needs of clientele. In their
conclusion they state , that "then the speakers behavioral objective is
to provide new information to an audience, there may be little reason
to choose a 'live' or-traditional lecture." A

Thirty-eight percent of the clientele in this study said they
would find some form of audio transpission as educational as face-to-face
(13 percent held no opinion). And 46.8 percent said some form of visual
communication would be as educational (13.9 percent held no opinion).

S.E.S. also demonstrated a feeling that use of modern technology
would be almost as effective (even before experiencing its use). Thirty
percent said an audio form of transmission would be as educational as
face-to—face (30 percent indicated they didn't know). Whereas, 43.3
percent felt visual cormmications would be as informative (30 percent

held no opinion) .

Remndations

 

Introduction
The recommendations offered here call for suggested changes
and areas for further research. They recognize the necessity for

further planning, research and deCision-mathg on the part of extension.

91

The many prcble-rs of imierentaficn are Lorne in mind while making
these suggestions. The author only hopes that change, while slow in ‘
occurring, will he in tire to avert the problems mentioned at the

beginning of this study.

Organizational Structure

The present organizational framework of extensial should be
reevaluated with regard to. overall operations and efficiency in its'
mications. It is felt that much could be accomplished by intole-
menting the use of modern camrunications technology as soon as possible.

The role of the S.E.S. and county extension personnel should be
examined in light of the findings reported in this study. Use of modern
technology could free sore of the tile spent by S.E.S. on travel and
meetings for other activities.

This study is not advocating the cotplete replacement of face-
to-facecontact by S.E.S. It does however, recamend the deve10ptent
and use of electronic mications to fulfill extension's purpose and
meeting clientele demands. Such systems can extend both manpower and.

my.

Sub-System Development
Development of a total canmmication system or model is highly
recamended. Careful consideration must be given to the type and amount
of equiment necessary to develop a flexible yet effective commmications
network. A network for group cormunicaticns and information must be
matable with the sub—system being developed for individual, more

amplex problems. In light of these requirements it is remended

92

that further studies be conducted cancel. ing cost and benefit of pmsed
alternative svstcrs as well as their comatability in terms of developing
a total system. .

These studies should .5. technical and precise in nature. Equip-
ment costs must be weighted against coverage, usage, longer-run feasibility

etc .

Policy and Implementation
It is recorrended that further study be conducted to determine
policy alternatives and to shed light on difficulties in implementing
such a system (i.e. , legislative approoriaticns, other agency involve-
ment, etc.). Every effort should be taken to eliminate possible
difficulties in Operation and maintenance of the system. Also, every

avenue of outside agency involvenent for cost-sharing benefits should

be explored.

Post—Implementation Effects
Studies designed to measure changes in clientele needs and
attitudes should be conducted. It is also recamended that saie measure

of the system effectiveness in meeting its stated goals be designed

and tested.
A great deal-of scientific knowledge could be obtained from

the study of possible effects of using a system involving modern elec-
tronic technology to replace a portion of face-to-faoe contact with

clientele. At the present time information concerning these effects

are Limited.

Bibliogradly

Atlantic Pesearch Corporation, Jansky and Bailey Broadcast-Television
Department, F.’:‘.;.’T.“t3_CT;al Cmmications for Michigan - A Engineering
Feasibility Study, flashington D. C. , presented to the Michigan Depart-
ment of Feucation in July 1967.

 

Beach, Billy, Cowmnitv Develoment Education Via Television, USDA ,V
Extension Sen/ice Tevrew, V61. 42, No. 6, June l97l.

Bell Telephone Laboratories , News Pelease-I-Jew Picture Phone Set Zocms
and Shows Graphics, Hurray hill, New Jersey, December 1967.

 

Cole, David L. , Precise Market Definition, Michigan Farm Economics,
Department of Agricultural Economics, No. 337, February 1971.

 

Cocperative Extension Service, A look: The Budget 1970-71, Midiigan
State University, July 1970. ‘

Eidchoff, William D.‘, Marketing Vs. R & D Orientation Prong Agribusiness
Finns - Survival by Proper Direction, A paper presented at American
Marketing Association Agribusiness Conference, St. Louis, Missouri,
November 6 & 7, 1969.

Ewbank, H. L. and Baker, 13. E., Tele-Lecture or Traditional Lecture?,
Journal of Cooperative Extension, Spring-1968. .

Guetzkow, Harold and Sil'on, Herbert A. , The Impact of Certain Communica-
30315 Itets Upon Organization and Performance in Task-Oriented Groups,
Management Science, 1:233-250 1955.

Jain, Nemi Chand, Cmanications Patterns and Effectiveness of Professionals
Performing Linking Poles in a Research Disseminatim Organization,
Ph.D. Thesis, Department of Communication, Michigan State University,

Kelly, mlgene J. and Lazer, William, Managerial Marketing--Perspectives
and \I'iez-rooints, Richard D. Irwin“, Inc., Third edition, 1967.

 

Kelsey, Lincoln D. and Hearne, Cannon C., COOperative Extension Work,
Constock Publishing Associates, Ithaca, New York, Third edition, 1963.

Kotler, Philip, P‘arketing Management Analysis, Planning and Control,
Prentice Hall Publishers, 19077

Lazer, William, riarketing ttanagement - A Systems Perspective, John Wiley
and Sons, Inc. ,Tfll.

93

 

 

La“"‘tt, ‘ “r215 ’., "teller, 1”build A. H., FCT‘e Fffects of Peedlncfz cn
Cc”. .“.::i:-;:ion, "fair'istcc; Pialications Ltd., 1.5.541 Ielations, 4: 4di-
4l0, lrzl.

 

McBride, Jed: C., Christiansen, leneth A., The Michigan Educational
' m

 

Tole'r‘lsicn Pe=.si?‘il:t*r St. - A report to the Michigan State Board
offt..;c:af;ic:., our" 1.-.,7.

Michigan Cooperative Ectensicn Service, Job Responsibility - Channels of
Contact, A paper for use by Extension Personnel, 1 March 1969.

Parke er, Iorne, UTE -Sf‘ A PIT)???” Pandtook, University Extension, The
University of ale ocnsrn, up isrcn of Staff Development, 1969.

 

Sheff, Thomas T. , Toward a Sociological Model of Consensus, American
Sociological Review, Lecerber I965.

Stem, Anthony, A Peport and Pecczprendations of the Senate Education
Committee on Educational Telecommunications, If-larczhw T970

U.S.D.A. - mmec (National Association of State Universities and
Land-Grand Colleges ) Joint Conmittee,A APeoole and A Spirit, Printing
and Publications Service, Colorado State University, -‘ort Coll-ins,
Colorado, 1968.

U. S. Departrent of Labor, Statistics on E'anpower, A Slnppllement to the
Manpower Report of the President,i March 1969.

 

Witt-er, S. H. , Comicaticn—Extension' s Lifeline, A talk presented
at the Public Information Anards Banquet wof the b atimal Association
of County Agricultural Agents, Ohio State University, Columbus, Ohio,
September 10,1971. Also Impublished journal article No. 5654 of the
Michigan Agricultural Experiment Station.

APPENDIX A

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APPENDIX B

96

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APPEMIX C

97
COOPERATIVE EXTENSION SERVICE

MICHIGAN STATE UNIVERSITY - EAST LANSING - MICHIGAN 48823
Agricultural Economics

Agriculture Hall

 

AND U.S. DEPARTMENT OF AGRICULTURE COOPERATING

Dear Extension Specialist:

This questionnaire will serve as a basis for comparison in designing
a new communications system utilizing newer, more advanced technology
to communicate with extension‘s clientele. Since extension operates
to communicate and educate its clientele, some measure of the
effectiveness in these areas is needed.

Your copperation by filling out and returning the enclosed qbestionnaire
will contribute a great deal to this research effort. This questionnaire,
along with one being sent to selected extension clientele, will ‘
constitute the primary source of data for this research. The
questionnaire attempts to determine how the time of the extension
specialist can be better utilized when dealing with clientele. It

also tries to assess some of the basic methods utilized in .

communicating with clientele.

Your time and cooperation are appreciated. Any comments, criticisms,
or suggestions are welcomed. -
Si merely .

l

6 ,%W—'

Paul E. Kindinger /;;7/
Graduate Assistant

Alt/zit 1c 5‘5"-

David L. Cole
Assistant Professor

.‘Extension Specialist
Agricultural Economics

Thank you.

 

PEKIDLC/cm

Enclosure

Return to:

98

CONFIDENTIAL
Mr. Paul Kindinrer
Department of A:ricu;tural Economics
Michigan State I'ni‘.~=:‘:~:itv

East Lansing, Micnigan 45523

Most of the items.in this questionnaire are designed so that all you.need to do is
place a check beside the nest apprOpriate answer or answers. Only a.few questions
ask for short responses.

5.

Age:

 

Number of years in Extension:

 

What is your specialized area or discipline?

 

What is your rank or title?
(a) Professor
(b) Associate Professor
(c) Assistant Professor
(d) Instructor

(e) Other (Please specify):

 

How many hours per week are devoted to Extension?

hours per week

 

Of the time devoted to Extension, how many hours per week are spent
for: '

(a) Administrative matters

(b) Research

(c) Travel

(d) Meetings with Extension clientele

(e) Other (please specify):

 

T.

(a)
(b)
(c)
(d)
(e)

9.

10.

ll.

99

Do you feel the time devoted to the above activities is:

(l) (2) (3)

 

 

 

Too nuch About right Not enough
Administrative
Research
Travel
Meetings '
Other

When do the majority of your meetings with clientele occur?
(a) During the normal working day (8 a.m. through 5 p.m.)
(b) At night
(c) On weekends
During the academic year (Sept. 15 to June 15) approximately how
much driving (or travel) per week do you do in connection with
meeting with Extension clientele? '
(a) Number of miles
(b) Number of hours
During the summer (June 16 to Sept. 1h) how much driving (or travel)
do you do in connection with meeting with Extension clientele per
week?
(a) Number of miles

(b) Number of hours

For what purposes do you most often travel to meet with Extension
clientele? Please indicate in order of importance; e.g., l, 2, 3.

(a) Committee meetings
(b) Informational talks
(c) Luncheon or dinner speeches
(d) To meet with an individual

(e) To meet with business executives concerning corporate
problems

(f) To meet only with community leaders or government officials

(g) Other (please specify):

12.

13.

lh.

15.

16.

100

When you have a meeting with Extension clientele, how many hours
(approximate average) do you spend in:

(a) Background and preparation
(b) Travel

(c) Actual delivery or contact

Approximately how many pepple (on the average) are reached per
meeting or contact?

(a) l - 5
(b) 6 - 10
(c) 11 - 25
(d) 26 - 50
(e) 51 - 75
(r) 76 - 100

(3) over 100 .

Do you often repeat a speech or workshoP in different areas of the

state?

(a) Yes

(b) No

If you do repeat a speech or workshOp, how often is it normally

repeated?

 

 

How often do you use instructional aids?

(a) All of the time
(b) Frequently

(c) Sometimes

(d) Very seldom

(e) Never

101

17. If you use instructional aids, what kinds of instructional aids
do you use?

(a) Transparencies

(b) Slides

(c) Charts, graphs, etc.
(d) Films

(d)Fflms

(e) Tape recordings

(f) Programmed texts

(g) Other (please specify):

 

18. Have you ever used any kind of telephone lecture system with twoaway
communications to several areas at once?

(a) Yes
(b) No

19. Have you ever used a television or video tape system with two-way
communications with Extension clientele in several areas at once?

(a) Yes
(b) No
20. If you.have used any of the systems mentioned in question 18 or 19.

please comment on whether or not you like such systems and whether
or not you feel they are as good or as effective as personal contact.

 

 

 

21. WOuld you feel as happy or satisfied with a Radio or taped presentation
that provided immediate feedback as you would with face to face
contact?

(a) Yes
(b) Don't know

(c) No

102

22. Would you feel as harry or satisfied with a television or video
tape presentation that provided immediate feedback as you would
with face to face contact?

(a) Yes

(b) Don't know

(c) No

 

23. Would you feel that a Radio or taped presentation that provided
immediate feedback could be as informative or educational as a
personal, face to face presentation? '

 

(a) Yes
(b) Don't know

(c) No

2h. Would you feel a television or video tape presentation that provided
immediate feedback could be as informative or educational as a
personal face to face presentation?
(a) Yes
(b) Don't know
(c) No

25. With what type of person do you most often communicate when meeting
with groups of Extension clientele?

(a) County extension personnel
(b) Community leaders
(c) Farmers

(d) Others (please specify):

 

26. What do you feel could be done to improve upon or to facilitate
the method of communicating with groups of Extension clientele?
(please comment)

 

 

 

 

103

27. Would you recommend your Job to a friend or colleague?
(a) Yes
(b) No

Why?

 

 

 

 

APPENDIX D

104

COOPERATIVE EXTENSION SERVICE

MICHIGAN STATE UNIVERSITY ° EAST LANSING ' MICHIGAN 48823
Agricultural Economics

Agriculture H.111

 

AND U.S. DEPARTMENT OF AGRICULTURE COOPERATING

August 6, 1971

Dear Kellogg Farmer Study Program Participant:

This questionnaire is part of a research effort currently underway at
Michigan State University. Its nain purpose is to find out what types
of information ygp_uould like to have or feel is necessary that can be
provided by the Cooperative Extension Service.

A main source bf information for this research is this questionnaire.
Your cooperation in filling out this questionnaire and returning it
will be greatly appreciated.

Most of the questions are designed so that all you need to do is check
beside the most appropriate answer or answers. There are no right or
wrong answers. Respond in the manner you feel is most appropriate.
The information will be handled in a strictly confidential manner.

Thank you.

Sincerely,-

M/(k (ts/(“(- /[:n/k /’j:fl//T_Cf"‘
Paul E.  Kindinger ///4% David L. Cole
Graduate Assistant Assistant Professor

' Extension Specialist

Agricultural Economics

105

COOPERATIVE EXTENSION SERVICE

MICHIGAN STATE UNIVERSITY ° EAST LANSING ° MICHIGAN 48823
Agricultural Economics ‘

Agriculture Hall

 

AND [5.8. DEPARTMENT OF AGRICULTURE COOPERATING

August 6, 1971

Dear new Horizon Participant:

This questionnaire is part of a research effort currently underway at
Michigan State University. Its main purpose is to find out what types
of information ygg_v.ould like to have or feel is necessary that can be
provided by the Cooperative Extension Service.

A main source of information for this research is this questionnaire.
Your cooperation in filling out this questionnaire and returning it
will be greatly appreciated.

 

Most of the questions are designed so that all you need to do is check
beside the most appropriate answer or answers. There are no right or
wrong ans1.ers. Respond in the manner you feel is most appropriate.
The information will be handled in a strictly confidential manner.

 

 

Thank you.
Sincerely,

6‘ ///Z: //// 4%>
//¢¢: C/ //“1'Cr' (A /,/q.'C f("
Paul E. Kindinger David L. ’Cole
Graduate Assistant ./ Assistant Professor

Extension Specialist
Agricultural Economics

106
CONFIDENTIAL

Return to:

Mr. Paul Kindinger

Department of Agricultural Economics
203 Cook hall H.S.b.

East Lansing, Michigan 48023

host of the questions are designed so that all you need to do is place a

check beside the most apprcpriate answer or answers. Respond in the
manner you feel is most appropriate. '

1. In what county do you reside?

 

. Do you live inz’"

N

(a) The country
(b) A village (less than 2,500 people)
(c) Town (2,500 to 9,999)

Illl

(d) City (10,000 to 49,999)
(e) Large City (Over 50,000)

 

3. What is your highest level of education?

A (a) Grade 8 or less

(b) Attended High school but didn't complete
(c) High school graduate

(d) Attended college but didn't graduate

(e) Short course graduate;

specify type

 

Specify length

 

(f) College graduate (4 Yr.)
(9) Professional (please specify):

 

How long have you been associated with people in Cooperative Extension?
(Indicate years or fractions of years)

b
o

 

l

 

 

107

Hhat is your opinion of the people you have been associated with from
Cooperative Extension?

(a) Very satisfied
(b) 83 i fied
(c

) No opinion
(d) Dissatisfied
)

llll

(e Very dissatisfied

 

What is your opinion of the quality of information provided by
those persons?

(a) Very satisfied
(b) Satisfied

(c) :0 opinion

llll

(d) Dissatisfied

(e) Very dissatisfied

 

What type of person in extension have you dealt with primarily?
(a) County extension personnel

(b) District extension personnel

(c) State extension personnel from Lansing

(d) Other (please Specifyz)

Illl

 

Please lista _gy_kind of information, material or subject matter that ygg.
feel would be most beneficial to you or the people in your community.
Feel free to list as many as you want. (Some examples would be -
material on zoning, child care, tax laws, environmental quality, farming
methods, _m3rketing livestock or crops, gardening, consumer information,
etc., etc. .

 

 

 

 

 

 

 

 

 

 

 

 

Please list any and all areas that you feel would be beneficial or informational
whether or not 1t is presently provided by Extension.

" 108

9. Hhat methods of presentation that extension pepple have used do
you find most educaticral?

 

(a) Lecture

(b) Lecture with slides
(c) amphlets or brochures
(d) Radio Programs

(e) Television programs

(f) Panel discussions

lllllll

(9) magazine articles

(h) Other (please specify):

 

l0. Can you think of some method or combination of methods fbr communicating
ideas and information that you feel might be better than the ones presently
being used? (please comment); . '

 

 

 

 

ll. How important to you is it to have face-to-face or personal contact with
State Extension Personnel?

Very important
(b) Important

(c) No opinion

(d) Not important

(e) Not needed at all

12.

l3.

I4.

15.

109

Would you fee a: s tisf :d or raspy if you could listen to a
Speaker over 1,;13 3r T;‘-:v:he .. :ture and were able to communicate
and ask cuestiC"s a: ti: rr22e t- ion \as being given as CO? pared

to a live cr fa:3-:c-face lecture tyne situation where the speaker

is in the room with you?
(a) Very satisfied
(b) about as happy as if the Speaker were face-to-face

(c) No opinion

(d) Dissatisfied - would prefer face-to-face contact

(e) 'ery dissatisfied - would not like it at all

 

would you feel as satisfied or happy if you could listen to and watch
a Speaker over Television or Video Tape and were able to communicate
and ask questions as the presentation was being given as.compared to a
live or face-to-face lecture type situation where the speaker is in
the room with you?

(a) Very satisfied
About as happy as if the Speaker were face-to-face
(c) No opinion
(d) Dissatisfied - would prefer face-to-face contact

...... (b)

(e) Very dissatisfied - would not like it at all

 

How often do you presently meet with State Extension Personnel from
Lansipg during a twelve month period? (please indicate the number of
times .

 

How often do you feel personal contact with State Extension Personnel
is desirable?

(a) Once a year

(b) Once every 6 months
(c) Once every 3 months
(d) Once per month

(e) More frequently than once per month‘

l6. If information were presented to you by State Extension Personnel
over Radio or Televisirn with provisions for two-way communications,
do you feel that it would be necessary to meet as often with them
on a personal basis?

(a) Yes
(b) Don't know
-(c) No

'll. 00 you have any further recommendations for making improvements in
the Cooperative Extension Service? (please comment):

 

 

 

 

 

---r‘ —-1rr 1-
fl.ciilxlt Egt

..2IJ.‘..‘~' STATE L'.

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110

COOPERATIVE EXTENSION SERVICE

MICHIGAN STATE UNIVERSITY ° EAST LANSING ° MICHIGAN 48823
Agricultural Economics

Agriculture H.111

 

AND 1.7.5. DEPARTMENT OF AGRICULTURE COOPERATING

August 27, 1971

REMINDER

Recently you received a questionnaire concerning the Michigan State .
University Cooperative Extension communication system. This note is-
Just to remind you of the importance of this questionnaire and your
information input.

If you have not already returned it, we would like to urge you to do
so. Again, thank you for your time and cooperation with this study.

Very truly yours,

y-pizae
David L. Cole

Extension Specialist
in Agricultural Economics

APPEIDIX F.

111 .

B ' uwlveasrrr EXTENSIONJHE UNIVERSITY

    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  
  
 
 
 
 
  
 
  
    
  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  
 
 
 
 

 

 

 

 

 

 

 

 

 

 

 
  

 

 
   

 

 

 

 

 

 

 

 

 

 

 

 

 

   
    
 

 

 

    

 

 

 

 

 

 

 

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0 ETN UW CENTER LOCATIONS
OETN COUNTY LOCATIONS

112

UNIVERSITY EXTENSION, THE UNIVERSITY
or: ::c ECUCATIONAL TELEPNCNE

 

 

 

 

 

 

 

 

 

 

 

 

 
   
   
 

 

 

 

 

 

 

 

 

  
  
      

 

 

 

 

 

 

 

  
    
     
   
      
 

 

 

 

 

 

 

 

 

 

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PODCGLAS ‘ IVLT'H'VI.I< \CIH) IUDJ" I910
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WASHBORN SAWYER
BURNETT
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POLK
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EAU CLAIRE .
River Falls I2) F‘" '3
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EPIN (2) $000!, Id PORTAGE WAUPACA ] f
‘35” 1° 5,8,8“ OUTAGAMIE C
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0 POInI
JACKSON . , 5'00" 3°! .
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GRANT Wauwalosa
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Madlm For, (2)
(2) OAikinson
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. Elkhorn (2)
Cuba CIly .
KENOSHA Kepoisha
2

 

 

 

 

 

Hazel Green I

O ETN HOSPITAL LOCATIONS

 

. = APPENDIX P

 

S.“ 9 “cu-“w” 7“???“
1. Vegetable Frans
2. Coils
3. Crcns
4. Dairy
5 . .Z‘ni‘ual Husban dry
6. fag. Ihgireoring
7. Horticulture
8. Food Processing and Nutrition
9. Poultrv
10. Home Economics
11. Eactension R search Editor
12. Fruit Cross
13. Marketing
14. Ceneral Agriculture
15. Vet Medicine
16 . Adult Education
17. Manoower Training
18. Family Housing
19. “Public Polio;
20. Farm Management
21. l-Iematology
22. Landscape Architecture
23. Plant Pathology

Adm'nistratim

11

25.
26.
27.
28.
29.
30.

31.

Puntimloav

Forestry

Agricultural Eoonanics
4-H Youth

Fur Bearing Animals
Fami. 1y Living

Tourism and Recreation

 

APP END. .IX G

R I...“ A 5 '.~ C ' " «,3 " § '
an not .-*~ 0 t 9 cost -or Y‘I‘Tfl ang anoitiomal e.vt. enSion

‘. w‘xu..~.

snooialists under t‘e recs-renditions o‘. "A Pemle and a Soirit" based

on past hudcet flare“ and estimates.

'-

Trmml Trainees For "er—fiv‘i‘nt 9.17.5. (T‘iscal Year 19711-71)

 

Instate Travel” $244,289.76
*Figure includes only S.E.S. It includes lodging, meals and
mileage. Excluded are figures for travel in hcme community, outstate,
and transportation only. These categories are minimal and are not in
line with the major thrust of this study.
Average cost of instate travel per State Extensim Specialist.
(based on 135 snecialists as of 1 July 1971) is: $1823.05.

Salary licenses for S.E.S. (Fiscal Year 1970-71)

 

Specialists on1y* $1,788,000.00

*‘Ihis figure is the budgeted amount actual spending may be slightly
less. ‘ I

Average Salary for Specialists (based (:1 135 specialists as of
1 July 1971) is: $12,503.

This mans that the average expenditure for salary and travel per
year/per specialist is $14,326.05. The USDA-NAM report "A People
and a Spirit" estimate that an average increase of 95 percent in personnel
to meet remanded program requirements by 1975. For Michigan this means
approxinately 15 new specialists must be added each year to meet this
prediction. This would require an additional $214,891.00 per year for

salaries and travel alone, based on nresent figures.

 

s v. _ '
E 1" nfi‘Ju
I

 

 

APPENDIX H

115

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116

Conference call basically, implies the cost of a long distance
telephone call. 'I‘Ee charne is determined by the length of the call plus
the distance (in airline miles) from the originator. Fach location is

figured. as a separate call. (the table below demonstrates the rate schedule

used by Bell Telephone (*) in camting the charge for each separate

 

 

call:
Number of Miles Cost Per Minute

0 - 20 5¢

21 - 25 10¢

26 - 30 15¢

31 - 50 20¢

51 - 100 25¢
101 - 200 30¢
over 200 35¢

For instance, the distance to Grand Rapids (in airline miles)
from East Lansing, is 59 miles. The rate per minute would thus be 25¢.
For a one-hour conference call the diarge would be $14.75.

All wnference calls must be handled through an operator allowing

the lines to be interconnected.

 

Portable Conference Unit

When commication to groups of two or more people is desired at
any one location, it is necessary to rent a unit such- as the Bell SO-A
portable conference set be plugged directly into existing loudspeaker
systems. There are charges in addition to the actual call associated
with this equipment. The following table lists some of the possible

costs:

117

 

Charge Description
$10.00/oer rent“. Pental fee for each SO-A unit.
$50.00 Installation charge for each unit

(Usually a one tire charge if a
unit is kept in operation)

$8.80/per jack Wall-jack installation (this allows
the conference unit to be moved from
rocm—to—room etc. thus allowing
individuals and agencies to share a
unit).

 

The rates in this appendix are typical for Michigan. They can be used to
price a typical svstem under varying time, distance and equipment re-

quirements .

The conference set is not designed to Operate back-to-back. This sinply
means that the originator must use an ordinary #500 i (or its' eguivalent)
telephone. This is necessary to avoid unwanted distortim in the voice

transmission.

APPENDIX J

118

Tele—lecoxe involves the installation of a dedicamd or private
line from or e mint dire'xlv to anoter. Once this line is in operation

I I I ‘
it 3.5 aaili re

f')

n a 24' .c .11“ per 61. v has is. No additional long-distance
charge is raffle outside the monthly rental fees. 'lhe following table

lists and describes the costs involved:

Cost Description

 

 

$35,00/per mnth Rental fee for each unit (one unit =
a handset and speakers)

$35.00-S40.00/per unit Installation diarge (one-time fee)

$8.80/per jack . Installation charge for wall jadc
(only when desired)

55.00-56.00/per month Rental fee for Business line (a line
between offices - only when needed)

$4.25/per mile Rental fee for use of transmis$ion
line (figured on airline mileage)“

 

MThe rental of the necessary private line between Fast Lansing and
Grand Rapids is calculated: 59 miles x $4.25 per mile = $250.75 per
Honda. As a means of cozparison, the conference call for one hour to
Grand Rapids was approxirately $15.00. The freguency of use between
East Lansing and Grand Rapids can be figured by dividing $15.00 into
$250.00 for the tele-lecture line. I‘mroxiraately 17 hours of conference
call could be trade for the price of one nonthly rental charge for the
tele-lecture line.

 

 

APPFNDIX K

SCA-ETN Schedule

 

 

 

 

 

 

 

 

- 119
University Extension March 15‘20’ 1971
The University of Wisconsi.
* ;;_c Slipntele Coordinator (1) (2) (3)
3‘- .1: “;t" Ere r rs Ce-ccaity IAudrey Sponem EZN . no no

: 3.an ;3c:l I -urma io“ Programs Faculty or Pat Cantrell SCA

l
9:00- :Comrunity Progress Cormunity Bob Dick ETN no no
13:00:" lStaEf Conference Programs Faculty SCA
1:30- ITeleconference Directors, Co- Dorothy ETN. yes yes
3:80pm lop Staff Develoo- oriinators, & Hutchison SCA

’ment a Nursing In-Staff Devel-

Inservice Education opnent Directors
4:30- Learning Students Jack Ferver ETN yes yes
1:00pm Environments for David Davis

Inital Education
7:00- Poison Information Health Profes- Ann Johnston ETN yes yes
5:30pm sionals and SCA

Others

8:00- Great Decisions Public Helen Wenberg ETN yes yes
o'3Opm 1971 SCA.
7-30- General Medical Hospital Staff Ann Johnston ETN yes yes
8'3Qam Seminar SCA
8:30- Community Programs Community Audrey Sponem ETN no no
8'SOam Daily Information Programs Faculty or Pat Cantrell SCA
10:00-
12:00am Introduction to Librarians ' Muriel Fuller ETN yes yei

Library Science Employed in

(A50) Small Public

Libraries

12:00- General Medical Hospital Staff Ann Johnston ETN yes yefi
1:00pm Seminar SCA '
1:00- Medical Library Medical Ann Johnston ETN yes yes
3:00pm Seminar Librarians ' SCA
4:30- Science & the N Elementary Walter Wheeler ETN yes ye
5:30pm Elementary School School Teachers

Teacher
6:30- Interaction of Health Ann Johnston ETN yes ye
8:00pm Health Professionals Professionals SCA

 

 

 

 

 

 

SCA-ETN Schedul

 

 

 

 

 

Librarians &
Media Specialists

 

 

ists in Public
& Private Ele-
mentary & Sec-
ondary Schools

 

 

120

University Extension Page 2. -
The Linkwrsity of l’isrtr‘sin
L -:—: T011: 1 . Clientele ' Coordinator (1) (2)01
'c-Jo- clan-ins ;;w '1::crested Arnon Allen. ETN yes yes
9:309n [Probate Code and yublic

‘"°:ate Plannir' [
8:30- ‘Comxunity 3:01: ms 'Community Audrey Sponem ETN» no no
8:50am Daily Information Programs Faculty or Pat Cantrell SCA
9:00- Hospital Hospital Ann Johnston_ ETN 'yes yes
10:00am Administration Administrators SCA
12:00- Hospital Hospital Ann Johnston ETN yes yes
1:00pm Administration Administrators SCA
1:30- Nursing Seminar Registered- May Hornback ETN yes yes
2:30pm Nurses SCA
7:00- Medical Technology Medical Ann Johnston ETN yes yes
8:00pm Technologists SCA
7:30- General Medical Hospital Staff Ann Johnston ETN .yes yes
8:30am Seminar SCA
8:30- Community Programs Community Audrey Sponem ETN no no
8:503m Daily Information Programs Faculty or Pat Cantrell SCA
9:50- Continuing Educa- Public Muriel Fuller ETN yes yes
12:00am tion for Public librarians

Librarians
12:00- General Medical Hospital Staff Ann Johnston ETN 'yes yes
1:00pm Seminar SCA
1:00- Workshop for Clerical Doris Baker ETN yes no
3:00pm Clerical Personnel Personnel in SCA'

in Departments of County Depts. of

Social Service Soc. Service
3:30- Nursing Seminar Registered May Hornback ETN yes yes
4:30pm Nurses SCA
6:50- Continuing Educa- Librarians & Muriel Fuller ETN yes yes
9:00pm tion for School Media Special-

 

 

 

121

SCA-ETN Schedule

 

 

University Extension _ Page 3.
The Univanity o: LlsccnSLn
L; “ ' I 2!? Clientele Coordinator (1) (2) 413)
35 CJ- iComr.1ity Programs Co“nunity Audrey Sponem ETN no no
{8:50am ;Dail Information Programs Faculty or Pat Cantrell SCA
i i
19:00- SYouth Emphasis 4-H Youth Agents Norm Everson ETN no no
EllzCOam
i
:l?:30- Pediatrics Pediatricians Ann Johnston ETN yes yes
il’BSpm Follow-Up SCA
1:30- Seminar in Hospital Hospital Ann Johnston ETN yes yes
Z-BGpn Housekeeping Housekeepers ' SCA "
4:00- Communicative Health and Ann Johnston ETN yes‘ yes
:5:00pm Impairment of the Health Related SCA
, Brain Damaged Personnel

Adult
9:45- Nursing Seminar Registered May Hornback ETN yes yes
10:45pm Nurses SCA ‘

 

 

 

 

 

 

 

 

 

 

 

APPENDIX L

122

n q n ‘ , o n ..I n a o ' a
FK‘cA-wvvv “.....na...,.....g "Alanna-nan ‘l-at‘fi‘“? ‘r‘ "‘r-rwrvfi“.
u .- ...4 - ----- _- - -- ,- - _ a. \. ... ... .... ..

Educational abrasion in rdiciucan is now represented by three
full tire staticrrz and. a fourth tire—shared station. The existing tele-
vision stations are:

(1) Bay City won-Iv Channel 19 ()ruerated by Delta College

(2) Detroit VIEWS-“IV Channel 56 (berated. by the Detroit Educational
TV Fomdation

(3) Mt. Pleasant RUM-“IV Channel 14 (berated by Central Michigan
University

(4) Onondaga t-r'SB—Iv Channel 10 Operated by the Board of Trustees
of Michigan State University.
(Soon to be converted to UHF
Channel 23) .
The Capital cost plus the annual transmitting Operation cost
based on a sixty hour per seek operation for each of these stations,

is given below:

Annual Transmitting

 

 

 

Station Caoital Cost __Operatimal Cost
Bay City Channel 19 $612,500.00 $49,600.00

Mt. Pleasant Channel 14 610,200.00 49,600.00
Detroit Channel 56 . 62,100.00
Lansing Channel 23* , 612,500.00 49,600.00
*Proposed

These figures show the limitations of extension trying to establish
an educational TV network of its' own. However, there does exist a strong
possibility of utilizing such existing facilities on a cooperating basis

Cost-sharing for the annual oncrational costs is not irmrcbable.

 

The figures were taken from the Janskv and Bailey Report supplement to the
McBride Educational Television Feasibility Study, July 1967. The Bigineerino
Feasibility Study was conducted under the auspices of Atlantic Research
Corporation, T'.’a.shingtcn D.C.

1 set

1

1,100 ft.

Misc.

1 set

123

T... .Wq.‘—r~r C‘w~"— I- F‘ .7 - .
rst; .-ai C..;-al Cc to for If? Station
"' \ firn Va...”- rrvn "- I‘."‘ "1
33(1"J\J(} lLln-LJ 1.». ' ‘ l'kl‘J‘) T1to rlokgxg

H '

a N‘ ‘. \ “WY-3‘1 *-

i .\ .\‘.|4. .--—4 ‘-
.

q

JD-kilcwatt transmitter, including
sideband filter, diplexer and harmonic
filters

Spare Tubes

Transritter Control Console, including

picture and waveform monitors and local

slide equipment

Transmitter input and monitoring
equipment

(Md, 1,000 foot antenna smaporting
tower

Antenna, 30-gain with lightning
protector

RF load and wattmeter

6-1/8 inch transmission line (in-
cluding hangers, elbc‘ms, etc.)

Line pressurizing equipment

Fixed hangers, adaptors, inside
fittings, hardware kits, clams, conn-
ectors, valves and gassing accessories.

Test equipnent

Land (40 acres)

Building, site irprovem‘ent and roadway
Furniture and fixtures

Installation, legal and engineering,
freight

Contingencies

Tbtal

Cost

 

$210,000.

15,000.

13,000.

18,500.

150,000.

35,000.

3,700.

34,000.

1,500.

2,500.

7,800.
40,000.
40,000.

2,500.

19,000.
20,000.

612,500.

124

Trans"; itter “re-rating Costs

1. (fimical 30 71717?)

Annual Cost

 

 

 

 

60 hours per reek 100 heurs per week

AC Poker (200 inc/h at .03 h-Ph) $18,700.. $31,000.
Tubes and parts 9 $2.75 per hour 8,600. 14,300.
Building and property maintenance 2,500. 2,500.
Toner maintenance and painting 800. 800.
Technicians 9 ,000 . 18 ,000 .
Supervision 10 ,000 . mg.

Total $49,600. $76,600.
2. (Typical so It! or)

Annual Cost

 

60 hours per week . 100 hours per week

 

 

AC Power (300 kw/h at .03 kwh) $28,100. $46,800.
Tubes and parts @ $3.75 per hour 11,700. 19,500.
Building and property maintenance 2 ,500. 2,500.
Tower maintenance and painting 800. 800.
Technicians 9,000. 18,000.
Supervision - 124099.. w.

Total $62,100. $97,600.

*‘Ihese appendices are provided to deronstrate the very high capital outlay
required to establish an individual television station.

HICHIGRN STQTE UNIV. LIBRRRIES

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0

312931

 

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