The use and value of information systems as evaluated by dairy and specialty crop farm managers.

Little recent research is available about where specific types of farm managers search for information about better production practices. The objective of this study was to investigate what information sources managers used and how they rated the usefulness of each source. The authors administered mail questionnaires to probability samples from sampling frames they developed for four groups: dairy and fresh market vegetable producers from Wisconsin and berry and nursery producers from a multistate region. Questionnaire items asked operation managers to check off, from a list of information sources, those that they used in the last year to learn about new equipment or procedures to improve their operations and then to rate the usefulness of each source. In the last year, nursery, dairy, and berry managers most often used information from print media (63% to 84%), followed by other farmers (50% to 80%). Fresh market vegetable growers used conferences (60%) most often, followed by print media (41%). The information source rated most useful was "other farmers" for the nursery, dairy, and fresh market vegetable managers. Nursery and fresh market vegetable managers rated conferences as second most useful, whereas dairy managers rated print media second. Berry managers were not asked about usefulness. Farm manager information behavior exhibits some common features but is also specific to their operation type. Research and outreach efforts intending to communicate information to farm managers may be able to be more efficient at reaching and persuading their intended audience if they first investigate manager information behavior.