Summer 1991 // Volume 29 // Number 2 // Research in Brief // 2RIB6
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Different Perceptions of Extension Advice
Abstract
The preconceptions and perceptions of clients shouldn't be ignored when giving information to them. Extension needs to understand the implications of different perceptions about recommended practices in conducting educational efforts.
Perception is an interactive process in which change agents present an innovation as a set of cues or signs associated with the innovation and the potential adopters interpret those particular cues to decide what they mean. The ultimate perception of the meaning to potential adopters may or may not coincide with what the change agents intend to communicate. This research reports findings on differences in perceptions between university specialists and Extension clientele.
The study was conducted in Haryana state, India. Three districts were selected at random representing one district from each zone: the southeastern, northwestern, and intermediate region (Ambala, Bhiwani, and Hisar districts were selected). Villages were randomly sampled within districts. From all the selected villages, a proportionate random sample was drawn from each village totaling 400 rural women.
The sample of university specialists came from Haryana Agricultural University: 30 scientists from each college representing agriculture, animal sciences, and veterinary science.
The women farmers and university scientists were surveyed to find out their perceptions of the utility of Extension advice about various agricultural and veterinary practices, including weed control, harvesting/threshing, disease control, and insect pest control.
Statistical comparisons indicated significant differences between the women farmers and university scientists in their perception of the utility of the Extension advice evaluated. These differences in perception mean that Extension and research personnel can't assume that women farmers will adopt scientific practices just because they're recommended by university scientists. The women surveyed didn't perceive the advice as useful or relevant.
The preconceptions and perceptions of clients shouldn't be ignored when giving information to them. Extension needs to understand the implications of different perceptions about recommended practices in conducting educational efforts.