Attitudes Toward the Kansas Forest Service Conservation Tree and Shrub Seedling Program By Brett...
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Attitudes Toward the Kansas Forest Service Conservation Tree and
Shrub Seedling Program
By
Brett Zollinger, Ph.D.
Docking Institute of
Public Affairs
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Project Overview
Kansas Forest Service sought a quality assessment of their Conservation Tree and Shrub Seedling Program (CTP).
Populations surveyed :– purchasers– general population of landowners– cooperating agency personnel
KFS also sought to use survey findings in the design of a marketing effort to promote CTP.
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Survey of Purchasers Methods
Telephone survey of 418 randomly selected 1996,1997,1998 CTP purchasers using CSR’s 15 station CATI system
Contacts = 434 Response rate = 96% Using 95% confidence level,
margin of error = +/-4.8% Survey instrument jointly developed by the
KFS and Docking Institute
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Demographics of CTP Purchasers
Above average household income for Kansas– Modal sample hh income category = $70,000 +– Median hh income for Kansas = $36,700 (1998)
Above average educational levels for Kansas– College graduates in sample = 26%– Kansas population (over age 25) college
graduates = 14% (1990) 63% of sample have an agric operation
– Mean acres owned = 270– Median acres owned = 85
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Type of CTP Plant Purchased by Quantity Purchased
DeciduousAll Purchases
N=407
EvergreenAll Purchases
N=413
ShrubsAll Purchases
N=407
None 41.8% 9.2% 55.0%
0 to 50 22.6% 29.5% 22.6%
51 to 100 15.0% 21.8% 8.6%
101 to 150 3.9% 8.7% 2.0%
151 to 200 3.9% 8.0% 4.4%
201 to 250 0.5% 2.7% 0.5%
More than 250 12.3% 20.1% 6.9%
TOTAL 100% 100% 100%
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Demographic Factors Positively Associated with Number of Plants
Purchased
Agric operator (all types of plants) Number of acres in the operation (all) Number of acres owned (all) Educational level (for deciduous tree
purchases only) Total family income (for deciduous tree
purchases only)
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Sources of Information About the CTP
Information Source
NewKS Dept W
Kansas Forest Se
Conservation Dist
NRCSExtension Office
OtherWord of Mouth
Trade Magazine
Television
RadiowspaperWildlife & Pervic
Percent
40
35
30
25
20
15
10
5
0
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Current Uses of CTP Plants
0%10%20%30%40%50%60%70%80%90%100%
Provide Christmas Trees
Control Water Erosion
Improve Wildlife Habitat
Beautify the Area
Provide a Woodlot
Provide a Windbreak for a Field*
Provide a Windbreak for Livestock*
Provide a Windbreak for a House
*Results shown for those with an agricultural operation (N = 260).
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Plan to Purchase CTP Plants Within the Next Five Years
Uncertain (17.42%)
Yes (65.17%)
No (17.42%)
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Reasons for Not Planning to Purchase CTP Plants Within the
Next Five Years (N=72)
0%10%20%30%40%50%60%70%80%90%100%
Purchase Plants Out of State
Purchase Plants From Nursery
Plant Quality Too Low
Plant Investment Too Risky
Too Long for Plants to Grow
Too Much Maintenance
Too Much Work to Plant
Not Enough Cost-Share Assistance
Plants Cost Too Much
Do Not Need More Plants
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Perceived Benefits of Windbreaks
0%10%20%30%40%50%60%70%80%90%100%
Attract Wildlife
Reduce Garden Damage
Reduce Crop Damage*
Reduce Livestock Feeding Costs*
Agree DisagreeDon't Know
*Results shown for those with an agricultural operation (N = 260).
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Continued…
0%10%20%30%40%50%60%70%80%90%100%
Reduce Soil Blowing
Control Snow Drifting
Reduce Home Cooling Costs
Reduce Home Heating Costs
Agree DisagreeDon't Know
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Perceived Value of CTP Plants
More Than Worth (43.20%)
Less Than Worth (1.50%)
Money's Worth (55.30%)
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Interest in CTP Labor Assistance (N = 267)
“For a charge that depends on the number of trees or shrubs purchased, would you be very interested, somewhat interested, or not at all interested in assistance at preparing the site, planting, weed control, watering, and replanting dead trees and shrubs.”
Very Interested (30.30%)Somewhat Interested (23.60%)
Not Interested (46.10%)
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Information on Internet Would be Helpful
No (47.70%)Yes (52.30%)
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Would be Interested in Placing Orders on the Internet (N=215)
No (15.60%)
Yes (84.40%)
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Survey of General Landowner Population Methods
Three wave mail survey of 532 landowners from Kansas Agricultural Statistics Service lists– Deliverable surveys = 1246– Response rate = 43%
Telephone survey of 205 metro adjacent “Rural Route” residents as listed by telephone directory– Contacts = 297– Response rate = 69%
698 completions after screening for those who did not own both their home and lot (important for CTP decision-making).
Using 95% confidence level, margin of error = +/-3.7%
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Awareness of CTP WithinRegion of State
90% 78% 77%
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Percentage Purchasing CTP Plants Within Each Region (N=272)
59% 36% 34%
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Demographics of General Landowner Population: Non Purchasers and Purchasers Analyzed Separately
39% of general landowners sample have purchased CTP trees
Household income of purchasers tends to be greater than non purchasers
Level of education tends to be much higher among purchasers than non purchasers
The mean and median sizes of agricultural operations tends to be much higher among purchasers than non purchasers
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Plan to Purchase CTP Plants Within the Next Five Years (N=427, non purchasers)
Yes (36.50%)
Uncertain (22.00%)
No (41.50%)
Non purchasers were read a brief description of the CTP in
order for them to have some basis for answers.
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Important Reasons for Planning to Purchase CTP Plants Within the Next Five Years (N=146, non purchasers)
0%10%20%30%40%50%60%70%80%90%100%
Provide Christmas Trees
Control Water Erosion
Improve Wildlife Habitat
Beautify the Area
Provide a Woodlot
Provide a Windbreak for a Field*
Provide a Windbreak for Livestock*
Provide a Windbreak for a House
*Results shown for those with an agricultural operation (N =127).
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Reasons for Not Planning to Purchase CTP Plants Within the Next Five Years (N=166, non purchasers)
0%10%20%30%40%50%60%70%80%90%100%
Need More Information on ProgramPurchase Plants Out of State
Purchase Plants From NurseryPlant Quality Too Low
Plant Investment Too RiskyToo Long for Plants to Grow
Too Much MaintenanceToo Much Work to Plant
Not Enough Cost-Share AssistancePlants Cost Too Much
Do Not Need More Plants
Very similar to findings among purchasers, but slightly more concern with maintenance and risk of investment among non purchasers.
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Perceived Value of CTP Plants (N= 427, non purchasers)
Very similar to purchasers
More Than Worth (37.30%)
Less Than Worth (2.50%)
Money's Worth (60.20%)
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Interest in CTP Labor Assistance (N=146, non purchasers)
Larger percentage with an interest (72%) than among purchasers (54%)
Very Interested (25.74%)
Somewhat Interested (45.54%)
Not Interested (28.71%)
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Survey of Agency Personnel Methods
Two wave mail survey of 276 agency personnel
Contacts = 349 Response rate = 79%
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“In general, are you satisfied with…?”
0% 20%40%60%80%100%
Quality of KFS CTP Services
Quality of Own Agency's Services
Quality of CTP Plants
DK
No
Yes
An open-ended follow up to those expressing dissatisfaction with quality of plants shows that by far the majority of complaintsinvolve poor quality of red cedar right now.
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Summary Purchasers of CTP plants tend to be of
higher socioeconomic status than non purchasers surveyed and the population of Kansas in general.
Level of CTP awareness is quite high (80%) among general landowner population; highest rate of awareness is in the Plains.
More than half (61%) of landowners have purchased CTP plants; higher rate of purchasing in the Plains
Satisfaction with the CTP plants and program aspects are quite high.
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Summary Continued…
Most (65%) of purchasers expect to purchase again within next five years.
Over a third (37%) of non purchasers would consider purchasing within next five years.
By far the most common reason for not expecting to purchase is lack of need for more plants.
A solid majority feel that people get their money’s worth or more in CTP plants.
About half of all respondents would benefit from CTP information delivered via the web, and about 85% of those would place orders via the web.
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Some Actions Taken by KFS Encourage private contractors to offer planting
assistance Encourage increased governmental cost share Working with nurseries to solve eastern red cedar
problem Keep prices low Develop website ordering capabilities Implement new web address: www.kansasforests.org capitalize on strengths of program in marketing efforts
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The Docking Institute of Public AffairsCenter for Survey Research
Fort Hays State University600 Park StreetHays, Kansas 67601
785-628-5881www.fhsu.edu/docking