OSU Extension Service Statewide Telephone Survey PREPARED FOR Oregon State University February 2014...

OSU Extension ServiceStatewide Telephone Survey

PREPARED FOROregon State University

February 2014

www.dhmresearch.com

DHM Research | OSU ES Statewide Survey, January 2014

Survey Methodology

• Telephone survey of 800 Oregon residents (ages 18+) using a list of all registered voters

o Sampled five regions of the state: Central, Eastern, Southern, Valley/North Coast and the Metro area

• Conducted January 2-8, 2014

• Results are benchmarked against prior studies conducted for OSU Extension Service, when appropriate

• Averaged 12 minutes in length

• Quotas were set for age and gender to ensure representative sample

• Quality control measures including callbacks and validations

• Land line and cell numbers incorporated

• Margin of error falls between +/-2.1 and +/-3.5%, at 95% confidence level

2


Survey Methodology—IRB Process

• Participants were assured confidentiality and voluntary participation, provided contact information should they have questions, and measures were taken to determine their capacity to take the survey.

• At the end of the survey, participants were made aware of the project’s sponsor. At this point, they were provided the opportunity to have their individual responses removed and not included as a completed survey.

• All contact information provided by participants was kept separate at all times from participants’ survey responses so as to maintain confidentiality.

3


Who was surveyed? Quotas and statistical weighting provided a representative sample.

4

2014 OSU Extension Telephone Survey

2012 Census Data

Age

18-34 30% 30%

35-54 35% 36%

55+ 33% 35%

Region

Metro 42% 43%

Willamette Valley and North Coast

31% 31%

Southern 13% 13%

Central 8% 8%

Eastern 5% 5%

Gender

Male 49% 49%

Female 51% 51%

Ethnicity

White/Caucasian (non-Hispanic/Latino)

87% 85%

Hispanic/Latino 5% 11% (+6%)

KEY FINDINGS

Sources of Information & Potential Collaborators


Sources of Information:How to Handle Food Safely

7

Don’t know

OR Dept. of Agriculture

Community College

Schools

US Dept. of Agriculture

Nothing/None

FDA

Other Professional

Food Handler Program

Internet

OSU Extension Service

City/County

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

20%

1%

1%

1%

2%

3%

5%

6%

12%

13%

14%

18%

How to Handle Food Safely


Sources of Information:Helping Families Maintain Good Health

8

Don’t know

Schools

Community College


Nothing/None

Internet

Other Professional

City/County

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

26%

1%

1%

2%

2%

6%

24%

34%

Helping Families Maintain Good Health


Sources of Information:Activities for Kids

9

Don’t know

Nothing/None

Community College

YMCA

Internet

Other Professional


Museum

Schools

City/County

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

18%

3%

1%

2%

4%

5%

6%

14%

19%

20%

Activities For Kids


Sources of Information:Continuing Education for Professional Development

10

Don’t know

Nothing/none

Oregon State University (OSU)

Other Professional

City/County

Internet

Schools

Other University

Community College

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

22%

2%

1%

2%

2%

6%

8%

12%

39%

Continuing Education For Professional Development


Sources of Information:Going to College

11

Don’t know

Nothing/None

Other Professional

City/County

Other University

Internet

Schools

Counselor

Community College

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

15%

4%

1%

1%

8%

9%

9%

9%

38%

Going to College


Sources of Information:Questions about Farming, Ranching, or Livestock*

12

Don’t know

Nothing/None

City/County

Community College

OR Dept. of Fish & Wildlife

Local business

Other Professional



Internet



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

22%

9%

1%

1%

1%

1%

1%

2%

3%

6%

21%

26%

Questions About Farming, Ranching, or Livestock

2006: 21%1998: 32%1992: 38%1986: 38%


Sources of Information:How to Enhance a Stream to Improve Salmon Habitat

13

Don’t know

Nothing/None





City/County

US Forest Service

OR Dept. of Forestry

Internet

Other Professional


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

20%

7%

1%

1%

1%

1%

2%

3%

3%

5%

11%

35%

How to Enhance a Stream to Improve Salmon Habitat

2006: 2%1998: 4%


Sources of Information:Identifying and Getting Rid of Non-Native Plants, Animals, or Insects*

14

Don’t know

Nothing/None


US Forest Services



Internet


City/County

Other Professional



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

24%

3%

1%

2%

3%

5%

6%

6%

6%

7%

8%

19%

Identifying and Getting Rid of Non-Native Plants, Animals, or Insects


Sources of Information:Planning to Pass on a Private Farm, Forest, or Ranch

15

Don’t know

Nothing/None


City/County


Internet



Other Professional

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

41%

4%

2%

2%

2%

4%

4%

9%

25%

Planning to Pass On a Private Farm, Forest, or Ranch


Sources of Information:Taking Care of a Small or Large Woodlot

16

Don’t know

Nothing/None


City/County

Other Professional


US Forest Service


Internet


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

39%

10%

2%

3%

3%

3%

4%

5%

5%

18%

Taking Care of a Small or Large Woodlot

2006: 9%1998: 8%

1992: 26%1986: 17%


Sources of Information:What to do After an Earthquake or Tsunami

17

Don’t know

Nothing/None

Other Professional

Internet

Federal Emergency Management Agency

Red Cross

City/County

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

26%

4%

2%

6%

15%

17%

18%

What to do After an Earthquake or Tsunami


Ways People Receive Information (Examine Regional Differences)

18

Signed up for a webinar, which is a one or two hour live, online seminar

Enrolled in an online course as part of a degree program or as a stand-alone class

Subscribed to a newsletter you get in the mail

Downloaded an app on your smartphone or tablet

Used a social media site like Facebook or Twitter

Met in-person with an expert in the area

Signed up to receive emails from an organization or business

Searched online using a search engine like Google or Bing

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

36%

40%

46%

47%

48%

63%

67%

87%

63%

59%

53%

49%

51%

36%

33%

12%

Yes No Not Applicable Don't Know

Sources of Information for Help in Job/Personal Life

Educational Programs


Funding for Educational Programs:Split Sample A (Trends Since 2006)

20

Past Use of OSU Extension Service

I would fund educational programs focused on learning more about how to prepare for natural disasters (major storms, tsunami, earthquakes)

I would fund educational programs focused on helping to care for older adults

I would fund educational programs focused on helping people make healthy, nutritious food

choices for all family members

I would fund educational programs focused on maintaining viable communities with strong

economies

I would fund educational programs focused on keeping our water plentiful and of high quality

0.0 2.0 4.0 6.0 8.0 10.0

6.2

6.9

7.0

7.1

7.3

Funding for Educational Programs; N=400(Scale of 0-10)

50%

46%

46%

41%

27%

Top Box (8+9+10)


Funding for Educational Programs:Split Sample B (Trends Since 2006)

21


I would fund educational programs focused on developing alternative energy sources

I would fund educational programs focused on environmentally responsible production practices for our natural resources like agriculture, fisheries, and forestry

I would fund educational programs focused on ensuring an adequate supply of safe and affordable food

I would fund educational programs focused on developing responsibility, leadership and other life skills among Oregon youth

0.0 2.0 4.0 6.0 8.0 10.0

6.7

7.1

7.1

7.6

Funding for Educational Programs; N=400(Scale of 0-10)

56%

52%

51%

45%

Top Box (8+9+10)


Is there anything that comes to mind that affects you today which could be addressed with educational programs?

• Funding Educationo “We need to increase educational funding for teaching our youth how to

balance a check book or mortgage, real life economic principals. These are things that they can use in everyday life.”

o “The public schools need to be better funded in general.”o “Funding programs that teach recreation and maintaining affordable

healthy lifestyles.”

• Financial Educationo “It would be a good idea to teach young people how to get a job and

manage their money.”o “Teaching people how to save money and what kind of investments to

make.”o “I would support educational programs to improve students’

understanding of personal finance like banking, credit cards, etc.”


Organization Responsible for the Overall Administration of Extension Programs in Oregon

24


Don’t know

Portland State University

Oregon Farm Bureau

The University of Oregon

Oregon Department of Agriculture

Department of Human Services

Oregon State University

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

30%

1%

2%

6%

9%

13%

36%

Organization Responsible for Overall Admin of OR Extension Programs?

2006: 40%1998: 28%1992: 34%1986: 34%


Familiarity with OSU Extension Service

25


Yes61%

No36%

Don't Know3%

Familiar with OSU Extension Service


In a few words, what comes to mind when you think of the OSU Extension Service?

• Crop/agriculture/farming information (18%)o “A valuable organization for information on gardening, ranching, and

farming.” o “Its a great organization for farmers and anybody who wants to take

advantage of it.” o “If you have a question about farming they're always there to answer

your questions and help you.”

• Gardening Information (14%)o “First people I’d contact for gardening tips.” o “They give advice on anything that has to do with food, cooking,

gardening, and health issues.” o “They have signs everywhere saying to call if you need help with

gardening.”



27


Yes59%

No41%

Don't Know1%



Last Contact or Use of the OSU Extension Service

28


Don’t know

6-10 years

3-5 years

10 years or more

1-2 years

In last 12 months

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

1%

9%

16%

17%

22%

36%

Last Use of OSU Extension Service


What did you contact or use the Extension Service for?

• Gardening/weed control information (45%)o “We use it for our farm. We use them for any weed problems like what

kind of spray for the crops.” o “A source to ask about specific issues with gardening.”

• 4H (10%)o “I've been involved in 4H and other programs.” o “I wanted to know about the 4H re-enrollment for the new year.”

• Canning food/food Safety Information (8%)o “Getting information on canning food and to find out about safety

requirements.”

SUMMARY & OBSERVATIONS


Familiarity with the OSU Extension Service was mixed.

• Unprompted, 36% correctly identified OSU as the organization responsible for the overall administration of Extension programs across the state. o This was a slight decline from 2006: 40%.

• Upon being told that the OSU Extension Service administers Extension programs in Oregon, six in ten (61%) said they had heard of the organization before taking the survey. o Familiarity with the OSU Extension Service on both questions

(unprompted and prompted) tended to be higher among older residents, those who had lived in Oregon the longest, and residents with higher levels of education.

o These were also the same groups who had contacted or used the OSU Extension Service in the past at the highest rates.


Residents were most likely to associate the OSU Extension Service with programs related to gardening and agriculture.

• Open-ended, residents who had heard of the OSU Extension Service before taking the survey said they most associate it with crop/agriculture/farming information (18%) and gardening information (14%).

• The OSU Extension Service came up most frequently for referring friends for questions about farming, ranching, or livestock (21%) and identifying and getting rid of non-native plants, animals, or insects (19%). o These have been the top-two subjects dating back to 1986.

• Among residents who had contacted or used the OSU Extension Service in the past, the top reason given for doing so was to obtain gardening/weed control information (45%).


Residents were most likely to have searched online to obtain information to help with their job or personal life.

• Roughly nine in ten (87%) said they had searched online using a search engine like Google or Bing, making this the top resource. o High-tech informational sources (social media, downloaded apps,

webinars) saw higher usage among Metro-area residents than from those in other regions of the state.

• Having searched online using a search engine like Google or Bing was higher than 80% among the majority of demographic groups including all regions of the state, with notably high rates among those ages 18-34 (95-99%) and Hispanics (97%), and lowest among those ages 65 and older (65%; though still a strong majority).


Residents were asked about 9 issues and funding educational programs to help deal with them.

• The highest mean score provided was for programs for developing responsibility, leadership, and other life skills among Oregon youth (7.6). o This was similar to the 1998 and 2006 studies, in which residents were

provided the same list of educational programs and when told they could fund only one, youth development was the top priority.

• Only two programs received mean scores higher than 7.0 across all areas of the state: Programs focused on developing responsibility, leadership, and other life skills among Oregon youth and programs focused on keeping our water plentiful and of high quality (up from 2006).

• In DHM’s recent 2013 Oregon Values and Beliefs Project, strong support was shown for educational programs for developing similar life skills among Oregon youth, as well as for government action to promote and maintain clean water.

Adam Davis&

Ari Wubbold

(503) 220-0575

www.dhmresearch.com

@DHMresearch

facebook.com/dhmresearch

http://www.dhmresearch.com/

OSU Extension Service Statewide Telephone Survey PREPARED FOR Oregon State University February 2014...

Documents

Transcript of OSU Extension Service Statewide Telephone Survey PREPARED FOR Oregon State University February 2014...