Table 9.  Extent to Which Producers Agree or Disagree with Statements Regarding  the Conduct of Their Business
                       
Strongly Strongly  
disagree agree   Standard
Statement 1 2 3 4 5 6 7 8 9 Mean Deviation
- - - - - - - - - - - - - - - - - - - - - - percent - - - - - - - - - - - - - - - - - - - - - -  
I think it is important to understand the  
wishes of the end-users of my crops.  
    Subscribers 0.9 1.0 1.5 2.5 10.0 8.7 24.0 21.8 29.7 7.29 1.69
    Non-subscribers 0.6 1.5 2.1 3.3 9.9 9.6 23.6 20.9 28.7 7.20 1.74
 
I think it is important to understand how   
my end-users evaluate my product.  
    Subscribers 0.5 0.9 0.9 2.5 6.6 8.4 23.7 26.9 29.7 7.47 1.53
    Non-subscribers 0.3 0.6 1.8 2.1 6.0 11.1 24.3 23.1 30.8 7.43 1.54
 
I adapt to changes in the market.  
    Subscribers 0.1 0.9 1.4 1.9 11.4 16.0 25.5 24.9 17.9 7.06 1.49
    Non-subscribers 0.6 0.6 2.7 2.2 12.0 16.0 26.8 20.8 18.4 6.94 1.61
 
I track the market prices of the products I  
produce.  
    Subscribers 0.2 0.9 0.9 1.1 3.3 4.4 12.3 27.9 49.1 8.03 1.37
    Non-subscribers 0.6 0.6 1.8 1.2 6.0 7.2 15.1 24.7 42.8 7.73 1.58
 
I like "playing it safe".  
    Subscribers 0.9 1.8 6.2 5.5 20.2 18.9 22.9 13.9 9.8 6.19 1.77
    Non-subscribers 0.3 0.9 3.9 7.5 18.9 17.1 26.0 13.8 11.7 6.38 1.67
 
With respect to the conduct of business, I  
dislike risk.  
    Subscribers 0.5 2.6 7.5 9.3 18.2 13.2 20.6 15.8 12.3 6.17 1.92
    Non-subscribers 1.5 1.2 5.4 8.1 19.3 13.3 18.7 16.9 15.7 6.35 1.93
 
With respect to the conduct of business,   
I prefer certainty over uncertainty.  
    Subscribers 0.2 0.9 2.7 4.2 13.1 12.5 21.9 24.1 20.5 6.98 1.68
    Non-subscribers 0.6 0.0 3.3 3.0 11.2 8.5 24.5 24.8 24.2 7.16 1.66
 
I am willing to take higher financial risks  
in order to realize higher average yields.  
    Subscribers 0.8 1.0 3.4 4.3 12.3 16.8 29.2 23.3 8.9 6.63 1.61
    Non-subscribers 1.5 1.8 6.0 3.3 14.1 15.9 16.9 17.7 12.9 6.48 1.84
 
I like taking big financial risks.  
    Subscribers 17.8 16.3 18.4 12.0 15.2 11.8 6.3 1.3 0.9 3.63 1.98
    Non-subscribers 20.7 17.4 19.2 10.2 16.2 6.9 6.0 2.1 1.2 3.46 2.02
 
I am willing to take higher financial   
risks when selling my crops, in order to   
realize higher average returns.  
    Subscribers 2.2 2.7 7.0 7.0 21.1 17.2 26.6 11.2 4.9 5.86 1.80
    Non-subscribers 3.6 3.0 7.5 11.7 21.9 15.6 19.5 11.1 6.3 5.63 1.95
 
I like taking risks when selling my crops.  
    Subscribers 13.2 16.2 18.4 11.8 18.2 11.5 7.7 1.9 1.2 3.88 1.99
    Non-subscribers 17.1 15.6 17.7 13.5 16.2 10.5 5.7 2.4 1.5 3.71 2.03
 
I accept more risk in my farm business   
than other farmers.  
    Subscribers 6.1 8.2 11.3 8.5 29.5 12.2 13.8 6.8 3.7 4.91 2.03
    Non-subscribers 8.1 8.7 14.7 10.2 29.3 10.5 10.5 6.0 2.1 4.60 2.00
Note:  Mean refers to the weighted average response across categories.  Standard deviation refers to the standard deviation of responses across categories.