PREFERRED CHANNELS OF ISSUES-RELATED INFORMATION ACROSS THE FIRST TWO STAGES OF INNOVATION ADOPTION: CASE OF THE KENT COUNTY MICHIGAN STATE UNIVERSITY EXTENSION CLIENTELE (INFORMATION CHANNELS)

                         AL-HOWSHABI, MANSOUR AHMED; PHD

                         MICHIGAN STATE UNIVERSITY, 1993

                         EDUCATION, AGRICULTURAL (0517); EDUCATION, ADULT AND CONTINUING (0516)
 

                         This study was conducted to identify and describe which channels of information the Kent County
                         Michigan State University Extension clientele considered useful and preferred in selected critical issues
                         areas during the first two stages of innovation adoption. A survey method, using a questionnaire,
                         collected the data for this study and was distributed to a representative sample of 370 clientele in Kent
                         County. Statistical techniques were used for data analysis. Frequencies/descriptive statistics were
                         calculated to analyze, present, and summarize the general findings and data. T-test, ANOVA, and Tukey
                         tests were calculated to determine the usefulness and preference of channels of information in the first
                         two stages of adoption based on the demographic data about the selected issues. Correlations were
                         also calculated to determine the relationships between the available, useful, and preferred mass media
                         and interpersonal channels of information at knowledge and persuasion stages of adoption. Alpha was
                         set a priori at.05. The results of the data analysis indicated that: (1) Income was shown as significant in
                         evaluating the availability, usefulness, and preference of information channels. Mass media and
                         interpersonal channels of information were ranked significantly higher by the respondents who earned
                         $50,000 or more. (2)~Respondents with a college/graduate degree ranked the available mass media and
                         interpersonal channels of information higher than did those with less education. (3)~Mass media
                         information channels also were ranked significantly higher as available, useful, and preferred channels of
                         information by different age groups for different issues at both stages of adoption. (4)~Television,
                         newspapers, newsmagazine, and radio were the most useful and preferred channels of information for
                         the diffusion of new information and technology at the first two stages of adoption of innovation.
                         (5)~Most interpersonal channels of information were moderately useful and preferred at the first two
                         stages of adoption for the four selected critical issues. (6)~Salespersons were the lowest ranked
                         channels of information at both stages of adoption for all four issues.
 

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