LAUSR

In November 2017, leaders from each segment of the Arkansas beef industry were invited to participate in a nominal group technique to identify current strengths, weaknesses, and future opportunities of the industry. Results from the nominal group technique were used to develop surveys specifically for beef cattle segments. A total of 325 responses were received. One objective of the study was to evaluate educational preferences including methods for receiving information and group meeting participation. Participants identified with one of 5 age categories including < 31 yrs, 31 to 40 yrs, 41 to 50 yrs, 51 to 60 yrs, and > 60 yrs of age. Participants were also asked to rate methods for receiving information, based on preference where 1 = not preferred and 5 = highly preferred. A correlation between age and preferred method of receiving information could guide future efforts in educational information development. There was a negative correlation between age and social media as the preferred method for receiving information (r = -0.32, P = < .001). No other significant differences were detected between preferred method of receiving information and age. In an effort to be efficient with the educational materials that are produced, and reach as many clientele as possible using the preferred methods of receiving information, Extension specialists can focus on correlations between preferred methods of receiving information. Producers who prefer printed publications as a method of receiving information, also highly prefer display/poster, group meeting/workshop, experiment station field days, and on-farm field demonstrations. Participants whose preferred method of receiving information was a mobile device, also highly preferred social media, online web-based information, distance education, and trade magazines. Extension personnel could concentrate efforts in developing information using the methods listed above to reach larger groups of target clientele, by using highly preferred methods of receiving information.