This descriptive research was undertaken to investigate the preferred channels of
communication used in the adoption of livestock production practices by ranchers in the
northeastern Mexican state of Nuevo Le??n. The study builds on previous research by Freund
(1999). Freund??s study concluded that ranchers in Nuevo Le??n preferred the Uni??n Ganadera as
their primary source. However, the producers indicated some communication preferences that
resulted in the Uni??n adjusting some of their efforts to reach out to their membership. This study
was designed to revisit those livestock producers to investigate what changes had occurred in
their preferences for communication since the Freund (1999) study.
This research was conducted in the state of Nuevo Le??n, Mexico. The methodology used
was a survey employing a questionnaire to collect data. The convenience sample consisted of 273
active members of the Uni??n Ganadera Regional de Nuevo Le??n (UGRNL) who attended
regularly scheduled association functions.
A principal objective of the research was to describe the communication infrastructure
used in the state of Nuevo Le??n by UGRNL livestock producers. Another objective of the
research was to describe preferred formal and informal channels of communication that livestock
producers use to get information about ranching practices. Yet another objective was to describe what UGRNL livestock producers use as primary sources of information when choosing to adopt
or reject agricultural practices, as well as investigating what secondary and feedback channels
they prefer. Another objective was to determine which husbandry practices UGRNL livestock
producers want more information about. Finally, an emphasis of the study was on what
communication channels smaller stakeholders prefer, because the Uni??n wants to use that
information to improve its diffusion of technology to that particular group of producers.
| Identifer | oai:union.ndltd.org:tamu.edu/oai:repository.tamu.edu:1969.1/2510 |
| Date | 01 November 2005 |
| Creators | Lazenby, William Lee |
| Contributors | Briers, Gary |
| Publisher | Texas A&M University |
| Source Sets | Texas A and M University |
| Language | en_US |
| Detected Language | English |
| Type | Book, Thesis, Electronic Dissertation, text |
| Format | 1417647 bytes, electronic, application/pdf, born digital |
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