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

2. Why are we doing this? Five Year Marketing Plan (2006-2010) Target marketing

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

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

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

6. Namen% KAES/CES26251.2 Extension35570.0 K-State Research and Extension28455.5 Number and percentage of respondents who said they had heard of the organization, by related names: N = 512

7. Results 71% associated this system with Kansas State University

8. Namen% Kansas State University36471.1 University of Kansas12825.0 Other203.9 This system is associated with a university in the state of Kansas. Which university do you think that is? N = 512

9. Results Information is perceived to be credible

10. n% Very credible37974.0 Somewhat credible7715.0 Not credible163.1 No response407.8 Would you consider information from K-State Research and Extension to be very credible, somewhat credible, or not credible? N = 512

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

12. n% Very important38174.4 Somewhat important11722.9 Not important132.5 No response1.2 In your opinion, is it very important, somewhat important, or not important to maintain this type of service in the state of Kansas? N = 512

13. n% Strongly approve6011.7 Approve37669.5 Neither approve or disapprove7915.4 Disapprove132.5 Strong disapprove1.2 No response3.6 Do you approve, strongly approve, neither approve nor disapprove, disapprove, or strongly disapprove of spending public funds to support this program? N = 512

14. Results All areas of service are considered high interest among respondents

15. Topicn% Community development40078.1 Environmental preservation issues47692.6 Farming, ranching, agribusiness or small acreage management 36168.5 Health and nutrition issues47492.6 Home and family issues42482.8 Lawn, gardening, or landscaping information41681.2 Youth development issues43484.8 Number and percentage of respondents who said they are very or somewhat interested in selected topic areas: N = 512

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

17. n% Daily28355.3 Weekly6813.3 1-3 times/month356.8 Never12123.6 How often do you use the Internet for any purpose? N = 512

18. n% Know the Web address275.3 Have been to the site6713.1 Awareness of K-State Research and Extension Web site, or local county Web site N = 512

19. Information channeln% Internet35569.4 Articles in local newspapers41981.8 Stories on local radio stations34868.0 Stories on local television stations43985.7 Videotapes at county offices, other locations24447.7 Brochures, reports (call, write or email)36070.3 Presentations, seminars (local)32663.7 Direct access by telephone with specialists32864.1 Information in public places40879.6 Newsletters40278.5 College-level courses, classes26952.5 Information channels rated as effective or very effective ways to provide Kansas citizens with information on topics that they are interested in. N = 512

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

21. Information channeln% Internet10787.7 Articles in local newspapers9376.2 Stories on local radio stations8670.5 Stories on local television stations11190.9 Videotapes at county offices, other locations5746.8 Brochures, reports (call, write or email)9779.5 Presentations, seminars (local)8973.0 Direct access by telephone with specialists8569.7 Information in public places10686.9 Newsletters10384.4 College-level courses, classes6956.6 Information channels: Young Adults (ages 24-44) N = 122

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

23. Information channeln% Internet9965.1 Articles in local newspapers13286.9 Stories on local radio stations10065.8 Stories on local television stations12783.5 Videotapes at county offices, other locations8555.9 Brochures, reports (call, write or email)13487.9 Presentations, seminars (local)11978.3 Direct access by telephone with specialists11777.0 Information in public places13186.2 Newsletters13286.9 College-level courses, classes8253.9 Information channels: Current Users N = 152

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

25. Information channeln% Internet25671.1 Articles in local newspapers28779.7 Stories on local radio stations24868.9 Stories on local television stations31286.7 Videotapes at county offices, other locations15944.2 Brochures, reports (call, write or email)22662.8 Presentations, seminars (local)20757.5 Direct access by telephone with specialists21158.6 Information in public places27777.0 Newsletters27075.0 College-level courses, classes18752.0 Information channels: Non-Users N = 360

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

27. Information channeln% Internet14384.2 Articles in local newspapers11567.6 Stories on local radio stations14283.5 Stories on local television stations8650.6 Videotapes at county offices, other locations10964.1 Brochures, reports (call, write or email)10662.4 Presentations, seminars (local)10360.6 Direct access by telephone with specialists14283.6 Information in public places13579.4 Newsletters8248.3 College-level courses, classes10360.6 Information channels: Metro Residents N = 122

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

29. Information channeln% Internet13277.2 Articles in local newspapers14786.0 Stories on local radio stations12070.1 Stories on local television stations15288.9 Videotapes at county offices, other locations5632.7 Brochures, reports (call, write or email)12774.3 Presentations, seminars (local)11265.5 Direct access by telephone with specialists11265.5 Information in public places13176.6 Newsletters12472.6 College-level courses, classes9455.0 Information channels: Suburban Residents N = 171

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

31. Information channeln% Internet11168.5 Articles in local newspapers12174.7 Stories on local radio stations10665.5 Stories on local television stations13784.6 Videotapes at county offices, other locations9558.7 Brochures, reports (call, write or email)12174.7 Presentations, seminars (local)10061.7 Direct access by telephone with specialists10564.8 Information in public places12778.4 Newsletters13583.3 College-level courses, classes8552.5 Information channels: Rural Residents N = 162

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

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

34. TechnologyMeanSD Podcasts1.601.11 YouTube1.991.39 News feeds, or RSS Feeds1.631.11 Blog2.221.36 Discussion board2.281.43 Chatroom2.341.47 Mean scores for respondents’ familiarity with common or emerging Web technologies. SCALE: 1 – Completely unfamiliar; 3 – Somewhat familiar; 5 – Very familiar with the technology and have used it.

35. Additional research Focus groups (metro areas) Web address survey

36. County Web Addresses Internal: K-State Research and Extension Faculty/Staff NMeanModeSD www.oznet.ksu.edu/countyname1762.9931.244 www.ksu.edu/countyname1763.804(a)1.202 countyname.ksu.edu1753.3851.346 extension.k-state.edu/county1752.0311.103 (county)extension.ksu.edu1742.5011.276 countynameextension.ksu.edu1722.3411.326 www.ksre.org/countyname1762.0911.166 countyname.ksre.org1762.0111.136 SCALE: 1 – Strongly dislike it; 2 – Dislike it; 3 – Neither Like or Dislike it; 4 – Like it; 5 – Strongly like it.

37. County Web Addresses External: Metro and Non- Metro Kansas Residents NMeanModeSD www.oznet.ksu.edu/countyname3242.4111.186 www.ksu.edu/countyname3203.6541.159 countyname.ksu.edu3213.5641.208 extension.k-state.edu/county3212.4421.147 (county)extension.ksu.edu3212.7821.252 countynameextension.ksu.edu3202.8021.342 www.ksre.org/countyname3192.0911.086 countyname.ksre.org3192.2311.193 SCALE: 1 – Strongly dislike it; 2 – Dislike it; 3 – Neither Like or Dislike it; 4 – Like it; 5 – Strongly like it.

38. KSRE Web Addresses Internal: K-State Research and Extension Faculty/Staff NMeanModeSD www.oznet.ksu.edu1743.5441.156 www.knowledgeforlife.com1742.1911.150 www.ksre.org1732.6911.331 www.weknowkansas.com1731.6911.021 extension.ksu.edu1743.4131.198 research.ksu.edu1722.2611.056 extension.k-state.edu1742.8231.234 research.k-state.edu1732.011.064 SCALE: 1 – Strongly dislike it; 2 – Dislike it; 3 – Neither Like or Dislike it; 4 – Like it; 5 – Strongly like it.

39. KSRE Web Addresses External: Metro and Non- Metro Kansas Residents NMeanModeSD www.oznet.ksu.edu3162.6711.370 www.knowledgeforlife.com3132.3021.129 www.ksre.org3142.5121.226 www.weknowkansas.com3122.0111.094 extension.ksu.edu3183.7941.108 research.ksu.edu3153.0331.142 extension.k-state.edu3123.3741.198 research.k-state.edu3122.8231.153 SCALE: 1 – Strongly dislike it; 2 – Dislike it; 3 – Neither Like or Dislike it; 4 – Like it; 5 – Strongly like it.

40. What’s Next? Market Research

41. Questions