Oklahoma wheat producers' uses of information sources when selecting a wheat variety

Abstract

The purpose of this study was to determine Oklahoma wheat producers' uses of information sources when selecting a wheat variety. The specific objectives of this study were to identify the sources, communication channels, content, and ways Oklahoma wheat producers receive information regarding variety selection. The results of this study will help those in Extension and the wheat industry better communicate with producers about wheat varieties. The study collected data from Oklahoma wheat producers in four focus groups held throughout Oklahoma. Data was collected using an audio recording device and transcribed. Data analysis was performed through manual coding. Study findings revealed that a) producers' use a variety of information sources and channels when making decisions on variety selection, b) Oklahoma wheat producers do prefer wheat variety information in both print and digital forms, c) Oklahoma State University was a valuable source for producers to receive information from, d) personal information sources were a valuable source for producers when selecting a wheat variety.