Educational Needs and Perceptions of Individuals Who Raise Backyard Poultry in Indiana

1. Educational Needs and Perceptions ofIndividuals Who Raise Backyard Poultry in Indiana A Master’s Project Erika Brown Graduate Advisory Committee: Marianne Ash, Indiana Board of Animal Health Paul Brennan, Indiana State Poultry Association Linda Chezem, Youth Development and Agricultural Education Michael Kopp, Indiana Board of Animal Health Mark Tucker, Youth Development and Agricultural Education, Chair

2. Commercial Poultry • Prominent commercial poultry industry in Indiana • 1st in the US for Commercial Duck Production • 2nd in the US for Chicken Egg Hatching • 3rd in the US for Egg Layers • 6th in the US for Turkey’s raised • Contributes millions of dollars annually to the state’s economy • Provides food to individuals throughout the country

3. Backyard Poultry • Owning backyard poultry flocks are a lifestyle choice preferred by an increasing number of individuals. • Motivations for raising backyard poultry are varied and mostly unstudied • Objection to commercially produced poultry?

4. Backyard Poultry • Backyard poultry can be enjoyed by the flock owner • Pose possible challenges for disease control • Typical backyard flock production = increased exposure to disease carrying wild birds and predators • Possible disease transmission to neighboring flocks • Possible public health hazard • Educated flock owners needed • Biosecurity

5. Need for Study • Indiana State Poultry Association (ISPA) distributes poultry information throughout the state • 111,954 pieces of biosecurity information in 2011 • 291, 231 total pieces of information in 2011 • No follow-up research on information distribution • Allow the ISPA to focus efforts where most effective

6. This Study • Mail survey research to backyard flock owners in Indiana • Participants known by the ISPA to have owned poultry • Poultry related information preferences • Perceptions of commercial poultry operations

7. Objectives • Determine individuals' motivations for maintaining a backyard poultry flock. • Determine whether individuals still maintain a backyard poultry flock. • Determine individuals' preferred channels and sources of poultry health and production information. • Identify poultry topics about which individuals would like to receive additional information. • Assess individuals' perceptions of large-scale poultry production

8. Previous Research • National Health Monitoring System (NAHMS) research in 1999 and 2004 • Highlighted a need for greater awareness of biosecurity amongst backyard flock owners • 2011 NAHMS study addressed owners of chicken flocks in four urban areas • General awareness of biosecurity practices • Many could benefit from biosecurity education • 2008 ISPA Research • Effectiveness of biosecurity presentations • Biosecurity curriculum effective when distributed by presentation

9. Theoretical Framework • Based upon James Grunig’sSituational Theory of Publics Theory • “Market Segmentation” function by separating into “publics” • (Non Public) • Latent Public • Aware Public • Activist Public • Perceived relevancy determines involvement • Allow for more telling interpretation of data • Targeted educational efforts

10. Methods • A structured questionnaire was developed by the researcher • Mailed to 487 individuals who were previous participants in a program offered by the ISPA • Returned questionnaires were separated from the envelopes to preserve anonymity • Incentives of a drawing and small gift

11. Population

12. Instrumentation • Questions related to poultry ownership, information sources, and commercial industry perceptions • Field tested with those known to have backyard poultry experience • Cronbach’s coefficient alpha used to measure internal consistency of three measurement scales • Desired information before raising poultry 0.78 • Perceived trust 0.60 • Perception of commercial poultry 0.80

13. Data Collection • Questionnaire, cover letter, and postage-paid, addressed return envelope mailed • Population: 487 households • Anonymous via coding number • Incentive of drawing and small gift • One month to return questionnaire • Due to time and budget restraints, only one mailing • Telephone follow-up • Useable response rate of 33.2%

14. Data Analysis • Usable data entered into SPSS statistical software • Calculated descriptive statistics • Discriminant analysis used to develop predictive model for ISPA as an important source of poultry information • Stepwise regression used to develop predictive model of perceptions regarding commercial poultry production

15. Results N =157 • 157 useable responses • Allen county returned the most questionnaires

16. Results N =157

17. Demographics N =157 • About two-thirds (67.5%) female • Mean Age: 48 • About two-thirds (67%) 2011 gross household income < $75,000 • Median of 4 individuals living in the household • Average education 15 years (12 years = high school diploma) • About half (51.2%) reported living on a farm • 39.9% reported living in a rural, non-farm location

18. Reasons for Raising Poultry • Enjoyment highest with 96.2% agree or strongly agree. • 86% agreed or strongly agreed that teaching children about animals and responsibility was a reason for owning poultry.

19. Poultry Ownership • 95.5% currently own poultry • 94.4% would recommend poultry ownership to others • 80.8% have 50 or fewer birds • 59% have 10 or fewer years of poultry experience • 52% spend less than $499 a year on poultry and supplies • 75.5% adults are primary poultry caretakers • 52.9% spend 6 or fewer hours caring for birds/week • Median number of hours was 6

20. Sources of Information • Friends and Neighbors most important • Followed by Indiana State Poultry Association

21. Poultry Topics • Wish known more about when starting poultry flock

22. Poultry Topics • Poultry topics interested in receiving information about now

23. Information Delivery

24. Biosecurity Information • 70.1% indicated that they had received information about practices to prevent diseases or biosecurity • Most from ISPA, 4-H, or other ISPA event • 74.8% of those who received the information found it helpful • 21.4% were not sure if it has been helpful • Most Helpful: • Preventing contamination of flock • Preventing spread of disease • Importance of not transferring birds and equipment

25. Biosecurity Information

26. Trust

27. Commercial Poultry • Relatively unsure of quality and safety of commercially produced poultry and poultry available at grocery • Tended to be negative or undecided toward other aspects as well

28. Discriminant Analysis • Method to find combination of features that characterizes individuals who rank the ISPA as an important source of poultry information • Hypothesized individuals ranking ISPA high would: • More likely to indicate themselves as the primary caretaker of birds • More likely to believe that raising poultry saves them money • More likely to spend more money on poultry and supplies • Have a higher average number of birds • Have more years experience raising poultry • Higher gross household income • Be older • Be more likely to be male

29. Discriminant Analysis • Only years of formal education entered into the predictive model • In an unexpected direction

30. Stepwise Multiple Regression • Used to measure the influence of attitudinal and demographic variables on perceptions of commercial poultry production. • Composite dependent variable of answers to questions regarding commercial poultry production • Regressed against independent variables: • Age • Years of formal education • Gross household income in 2011 • Perceived trust of poultry information sources

31. Stepwise Multiple Regression • Linear Regression Model: • Gender and perceived trust were the only two hypothesized variables that had a statistically significant effect on respondents’ perceptions of commercial poultry production

32. Commercial Poultry Perceptions • Those who had a more positive perception of commercial poultry production tended to be males who expressed greater levels of trust in various sources of poultry information. • As evidenced by the R-square value, the two variables only explained about 8% of the total variance in perceptions of commercial poultry production --------------------- • Both models have limited utility due to the low number of variables entering the model and because the relatively low measures of association.

33. Conclusions & Implications • Individuals find a great deal of enjoyment raising backyard poultry flocks • 95% of respondents have maintained their flock • Postal mailings preferred method of information distribution • Additional information regarding poultry health and disease • Mixed perceptions regarding commercial poultry production • Many negative or undecided – environmental, animal welfare

34. Conclusions & Implications • Obviously, there are other variables at work that were perhaps not collected in this questionnaire • Situational Theory of Publics framework • Offered promise • Time restrains prevented development of useful instrumentation • Offers useful way to consider segments of the population • Needs and motivations for attending to or ignoring messages • Additional research to explore applications in agriculture & poultry

35. Conclusions & Implications • Mail survey method provided effective means of acquiring data • Large population • Limited research resources • Results will be useful to the ISPA and other who provide information to backyard poultry owners • Further research should perhaps include site visits and interviews to deepen understanding of perceptions and information needs • Exploratory study and useful first step

36. Questions?