2011 preference study missouri farmer today. missouri farmer today 2011 preference study — 1...

2011 Preference Study

Missouri Farmer Today

Missouri Farmer Today 2011 Preference Study — 2

Purpose

• Findings are based on Missouri Farmer Today’s 2011 Preference Survey.

• Survey conducted entirely by mail. • Sample represents named records in Farm Market iD’s

database of farmers in Missouri with 100+ acres of corn and/or 100+ acres of soybeans.

• Six publications were of interest for this study:– Farm Journal– Midwest Ag Journal– Missouri Farmer Today– Missouri Ruralist– Successful Farming– Today’s Farmer


Method

Sample of 800 was selected in systematic fashion by Farm Market ID and Readex Research from Farm Market ID’s database of farmers in Missouri with 100+ acres of corn and/or 100+ acres of soybeans. The sample for the survey represented approximately 6,800 named individuals at the time of sample selection.

Data was collected via mail survey from February 3 to March 7, 2011.

The survey was closed for tabulation with 356 usable responses—a 45% response rate. To ensure representation of the population of interest, those classified in the following counties were excluded from tabulation: Barton, Jasper, Newton, McDonald, Cedar, Dade, Lawrence, Hickory, Polk, Greene, Stone, Jefferson, St. Francois, Perry, Cape Girardeau, Bollinger, Scott, Mississippi, New Madrid, Pemiscot, Dunklin, Stoddard, Butler and Ripley. This resulted in 298 usable responses. Most results are based on the 288 who indicated they have read or looked through at least one of the six studied publications.

As with any research, the results should be interpreted with the potential of non-response bias in mind.

Margin of error based on 288 usable responses is ±5.6 percentage points at the 95% confidence level.


Publications Read/Looked Through

Q1.Which of the following publications have you read or looked through in the past 6 months?

14%

65%

78%

85%

85%

86%

0% 20% 40% 60% 80% 100%

Midwest Ag Journal

Today's Farmer


Missouri Ruralist

Successful Farming

Farm Journal

base: 298 respondents (multiple answers)


Number of Last 4 Issues Read/Looked Through: At Least 3 of 4 Summary

Q2.How many of the last 4 issues of each publication have you read or looked through?

11%

57%

67%

69%

70%

71%

0% 20% 40% 60% 80%

Midwest Ag Journal

Today's Farmer


Farm Journal

Successful Farming

Missouri Ruralist

base: 288 publication readers (multiple answers)


Thoroughness of Readership: About ½ or More Summary

Q3.About how thoroughly do you read a typical issue of each publication?

10%

59%

67%

69%

71%

72%

0% 20% 40% 60% 80%

Midwest Ag Journal

Today's Farmer


Successful Farming

Missouri Ruralist

Farm Journal



Pass-Along Readership: At Least One Summary

Q4.For each publication that you personally receive addressed to you, how many other people (besides you) usually read or look through your copy?

7%

41%

47%

48%

49%

54%

0% 10% 20% 30% 40% 50% 60%

Midwest Ag Journal

Today's Farmer


Successful Farming

Farm Journal

Missouri Ruralist



Usefulness of Publications to Farming Operation:

Top 2 Box SummaryQ5.How useful are each of the following publications to

your farming operation?

6%

25%

30%

35%

36%

37%

0% 10% 20% 30% 40% 50%

Midwest Ag Journal

Today's Farmer

Missouri Ruralist

Farm Journal


Successful Farming

base: 288 publication readers (multiple answers)rated 4 or 5 on a 5-point scale: 5 = very useful; 1 = not at all useful


Enjoyment of Reading Publications: Top 2 Box Summary

Q6.How much do you like reading each of the following publications?

8%

39%

56%

56%

56%

56%

0% 20% 40% 60% 80%

Midwest Ag Journal

Today's Farmer

Successful Farming

Missouri Ruralist

Farm Journal


base: 288 publication readers (multiple answers)rated 4 or 5 on a 5-point scale: 5 = like very much; 1 = do not like at all


Publication Description

Q7a. Which one publication is best described by each of the following statements?-- Best Job of Covering News and Agricultural Topics

2%

12%

18%

31%

33%

35%

0% 10% 20% 30% 40% 50%

Midwest Ag Journal

Today's Farmer

Missouri Ruralist

Farm Journal


Successful Farming




Q7b. Which one publication is best described by each of the following statements?-- Provides Timely Information

3%

10%

17%

31%

32%

38%

0% 10% 20% 30% 40% 50%

Midwest Ag Journal

Today's Farmer

Missouri Ruralist

Successful Farming

Farm Journal





Q7c. Which one publication is best described by each of the following statements?-- Influences Agricultural Purchasing Decisions

2%

3%

10%

13%

18%

20%

0% 10% 20% 30% 40%

Midwest Ag Journal

Today's Farmer

Missouri Ruralist


Successful Farming

Farm Journal




Q7d. Which one publication is best described by each of the following statements?-- Most Credible Source of Agricultural Information

3%

9%

19%

26%

31%

32%

0% 10% 20% 30% 40% 50%

Midwest Ag Journal

Today's Farmer

Missouri Ruralist


Farm Journal

Successful Farming



no answer3%

none of these1%

Midwest Ag Journal2%

Today's Farmer8%Missouri Ruralist

13%

Farm Journal15%

Successful Farming22%

Missouri Farmer Today33%

answered multiple4%

Publication Most Likely to Read First

Q8.If all of the following publications were to arrive on the same day, which one would you most likely read first?

base: 288 publication readers


Websites Visited Regularly

Q9. Which of the following websites do you visit regularly, that is, at least once a month?

35%

2%

3%

9%

17%

23%

0% 10% 20% 30% 40% 50%

at least one

MissouriRuralist.com

MissouriFarmerToday.com

Agriculture.com

AgWeb.com

Fastline.com



Reasons for Reading Electronic Newsletters/Commercial Emails

Q10. For what agriculture-related reasons do you read electronic newsletters or commercial emails?

54%

2%

7%

11%

22%

26%

31%

45%

0% 20% 40% 60% 80% 100%

at least one

other

to obtain yield results

for agronomic information

for agricultrual news

for equipment information/sales

for weather forecasts

to obtain market quotes/marketing information


2011 preference study missouri farmer today. missouri farmer today 2011 preference study — 1...

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