Educational Needs and Perceptions of Individuals Who

Raise Backyard Poultry in Indiana

A Master’s ProjectErika Brown

Graduate Advisory Committee: Marianne Ash, Indiana Board of Animal Health

Paul Brennan, Indiana State Poultry AssociationLinda Chezem, Youth Development and Agricultural Education

Michael Kopp, Indiana Board of Animal HealthMark Tucker, Youth Development and Agricultural Education, Chair

Commercial PoultryProminent commercial poultry industry in Indiana

1st in the US for Commercial Duck Production2nd in the US for Chicken Egg Hatching3rd in the US for Egg Layers6th in the US for Turkey’s raised

Contributes millions of dollars annually to the state’s economyProvides food to individuals throughout the country

Backyard PoultryOwning 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?

Backyard PoultryBackyard poultry can be enjoyed by the flock ownerPose possible challenges for disease control

Typical backyard flock production = increased exposure to disease carrying wild birds and predators

Possible disease transmission to neighboring flocksPossible public health hazardEducated flock owners needed

Biosecurity

Need for StudyIndiana State Poultry Association (ISPA) distributes poultry information throughout the state

111,954 pieces of biosecurity information in 2011291, 231 total pieces of information in 2011

No follow-up research on information distributionAllow the ISPA to focus efforts where most effective

This StudyMail survey research to backyard flock owners in IndianaParticipants known by the ISPA to have owned poultryPoultry related information preferencesPerceptions of commercial poultry operations

ObjectivesDetermine 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

Previous ResearchNational 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 practicesMany could benefit from biosecurity education

2008 ISPA ResearchEffectiveness of biosecurity presentationsBiosecurity curriculum effective when distributed by presentation

Theoretical FrameworkBased upon James Grunig’s Situational Theory of Publics Theory“Market Segmentation” function by separating into “publics”

(Non Public)Latent PublicAware PublicActivist Public

Perceived relevancy determines involvementAllow for more telling interpretation of dataTargeted educational efforts

MethodsA structured questionnaire was developed by the researcher Mailed to 487 individuals who were previous participants in a program offered by the ISPAReturned questionnaires were separated from the envelopes to preserve anonymityIncentives of a drawing and small gift

Population

InstrumentationQuestions related to poultry ownership, information sources, and commercial industry perceptions Field tested with those known to have backyard poultry experienceCronbach’s coefficient alpha used to measure internal consistency of three measurement scales

Desired information before raising poultry 0.78Perceived trust 0.60Perception of commercial poultry 0.80

Data CollectionQuestionnaire, cover letter, and postage-paid, addressed return envelope mailedPopulation: 487 householdsAnonymous via coding numberIncentive of drawing and small giftOne month to return questionnaire Due to time and budget restraints, only one mailingTelephone follow-up Useable response rate of 33.2%

Data Analysis

Usable data entered into SPSS statistical softwareCalculated descriptive statisticsDiscriminant 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

Results157 useable responsesAllen county returned the most questionnaires

N =157

ResultsN =157

DemographicsAbout two-thirds (67.5%) femaleMean Age: 48About two-thirds (67%) 2011 gross household income < $75,000Median of 4 individuals living in the householdAverage education 15 years (12 years = high school diploma)About half (51.2%) reported living on a farm39.9% reported living in a rural, non-farm location

N =157

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. Table 2

Strongly Agree Agree

Neither Agree Nor Disagree Disagree

Strongly Disagree

Missing Data Mean1

Standard Deviation

I enjoy raising poultry 66.9 29.3 2.5 0.0 0.0 1.3 4.65 0.53To teach my children about animals and responsibility 53.5 32.5 10.2 0.6 0.6 2.5 4.41 0.76I like to have control of the food that I eat 43.9 36.3 15.3 1.9 0.6 1.9 4.23 0.83I (or my child) exhibits our birds at poultry shows 43.3 21.7 15.9 6.4 9.6 3.2 3.86 1.32I enjoy raising nontraditional breeds of poultry 26.8 35.7 26.8 6.4 2.5 1.9 3.79 0.99I believe that raising my own poultry saves me money 12.1 20.4 29.3 24.2 9.6 4.5 3.01 1.18Other 17.2 1.9 1.9 0.0 0.0 79.0 4.73 0.631 Items are scaled 5 to 1, strongly agree to strongly disagree

Reasons for Raising Poultry (percentages) (n=157)

Poultry Ownership95.5% currently own poultry94.4% would recommend poultry ownership to others80.8% have 50 or fewer birds59% have 10 or fewer years of poultry experience52% spend less than $499 a year on poultry and supplies75.5% adults are primary poultry caretakers 52.9% spend 6 or fewer hours caring for birds/week

Median number of hours was 6

Sources of InformationFriends and Neighbors most importantFollowed by Indiana State Poultry Association

Table 3Important Sources of Poultry Information (n=157)

Yes (%) No (%)

Friends and Neighbors 47.1 52.2Indiana State Poultry Association 45.9 54.1Local Extension Office 37.6 62.4Feed/Retail Store Employees 31.2 68.8Other 51.0 49.0

Poultry TopicsWish known more about when starting poultry flock

Table 4Respondents' Perceived Information Needs Before They Began Raising Poultry: (percentages) (n=157)

Strongly Agree Agree

Neither Agree Nor Disagree Disagree

Strongly Disagree

Missing Data Mean1

Standard Deviation

I wish I had known more about: Poultry diseases and health 29.9 41.1 22.9 1.3 0.0 4.5 4.05 0.78Poultry breeds/species 22.9 45.2 26.1 4.5 0.0 1.3 3.88 0.82Biosecurity (preventing diseases) 17.8 43.3 31.2 3.2 0.6 4.4 3.77 0.81Poultry management 12.1 51.6 31.2 1.9 0.0 3.2 3.76 0.69Basics of raising poultry 14.0 41.1 36.9 3.8 0.0 3.8 3.68 0.77Other 7.6 1.3 5.1 0.0 0.6 85.4 5.00 1.151 Items are scaled 5 to 1, strongly agree to strongly disagree

Poultry TopicsPoultry topics interested in receiving information about now

Table 5Topics About Which Respondents Would Like More Information (n=157)

Topics: Yes (%) No (%)Missing Data (%)

Identifying Poultry Diseases 70.1 28.0 1.9Poultry Breeds and Uses 50.3 47.8 1.9Basic Poultry Management 47.8 50.3 1.9Poultry Exhibition 42.0 56.1 1.9Proper Biosecurity Practices 33.8 64.3 1.9Recipes/Uses for Poultry Products 33.1 65.0 1.9None of the above 3.8Other 5.7

Information Delivery

Biosecurity Information70.1% indicated that they had received information about practices to prevent diseases or biosecurityMost from ISPA, 4-H, or other ISPA event74.8% of those who received the information found it helpful21.4% were not sure if it has been helpfulMost Helpful:

Preventing contamination of flock Preventing spread of disease Importance of not transferring birds and equipment

Biosecurity Information

Table 7Reasons for Not Using Biosecurity Practices (percentages) (n=157)

Reason: Yes

Knowledge 38.5Expense 28.4Time 27.5Lifestyle 19.3Space 16.5Other 6.4

TrustTable 8Perceived Levels of Trust for Various Sources of Poultry Information (percentages) (n=157)

Strongly Agree Agree

Neither Agree Nor Disagree Disagree

Strongly Disagree

Missing Data Mean1

Standard Deviation

I trust: Indiana State Poultry Association's information 65.0 30.6 2.5 0.0 0.0 1.9 4.64 0.53Purdue Extension Service for poultry information 47.1 43.9 5.7 1.3 0.0 1.9 4.40 0.66Personal experience for poultry information 26.1 58.6 12.7 1.3 0.0 1.3 4.11 0.66Agricultural publications for poultry information 18.5 62.4 15.9 0.0 0.0 3.1 4.03 0.60Other poultry producers for poultry information 19.1 58.6 19.7 1.3 0.0 1.3 3.97 0.67Feed store employees for poultry information 5.1 28.0 34.4 24.2 7.0 1.3 3.00 1.01Poultry information from the media 1.9 15.3 48.4 25.5 7.0 1.9 2.79 0.86Other 4.5 3.2 1.3 0.0 0.0 91.2 4.07 1.341 Items are scaled 5 to 1, strongly agree to strongly disagree

Commercial PoultryTable 9Perceptions of Various Issues Related to Commercially Produced Poultry and Poultry Products (percentages) (n=157)

Strongly Agree Agree

Neither Agree Nor Disagree Disagree

Strongly Disagree

Missing Data Mean1

Standard Deviation

I believe poultry purchased from the grocery is safe 3.2 45.2 29.9 13.4 4.5 3.8 3.30 0.92Commercial poultry companies produce a quality product 3.2 35.7 36.3 17.2 3.8 3.8 2.83 0.93I think large poultry production harms the environment 6.4 8.9 53.5 24.2 3.8 3.1 3.10 0.90Commercial poultry is a high quality product 1.3 24.8 34.4 29.9 7.0 2.5 2.83 0.94I think commercially produced poultry are treated well 2.5 14.6 31.2 31.8 17.2 2.5 2.50 1.04I think small poultry production harms the environment 0.0 1.3 22.9 44.6 28.7 2.5 1.97 0.77Other 3.2 0.0 1.9 0.0 0.0 94.9 4.25 1.041 Items are scaled 5 to 1, strongly agree to strongly disagree

Relatively unsure of quality and safety of commercially produced poultry and poultry available at groceryTended to be negative or undecided toward other aspects as well

Discriminant AnalysisMethod to find combination of features that characterizes individuals who rank the ISPA as an important source of poultry informationHypothesized individuals ranking ISPA high would:

More likely to indicate themselves as the primary caretaker of birdsMore likely to believe that raising poultry saves them moneyMore likely to spend more money on poultry and suppliesHave a higher average number of birdsHave more years experience raising poultryHigher gross household incomeBe olderBe more likely to be male

Discriminant Analysis

Only years of formal education entered into the predictive model

In an unexpected direction

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 productionRegressed against independent variables:

Age Years of formal education Gross household income in 2011 Perceived trust of poultry information sources

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

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.

Conclusions & ImplicationsIndividuals find a great deal of enjoyment raising backyard poultry flocks95% of respondents have maintained their flockPostal mailings preferred method of information distributionAdditional information regarding poultry health and diseaseMixed perceptions regarding commercial poultry production

Many negative or undecided – environmental, animal welfare

Conclusions & ImplicationsObviously, there are other variables at work that were perhaps not collected in this questionnaire

Situational Theory of Publics frameworkOffered promiseTime restrains prevented development of useful instrumentationOffers useful way to consider segments of the population

Needs and motivations for attending to or ignoring messagesAdditional research to explore applications in agriculture & poultry

Conclusions & Implications

Mail survey method provided effective means of acquiring data

Large populationLimited research resources

Results will be useful to the ISPA and other who provide information to backyard poultry ownersFurther research should perhaps include site visits and interviews to deepen understanding of perceptions and information needsExploratory study and useful first step

Questions?