Table 13.  Sources of Market Information
                       
Do not Rely  
rely on heavily on   Standard
Source 1 2 3 4 5 6 7 8 9 Mean Deviation
- - - - - - - - - - - - - - - - - percent - - - - - - - - - - - - - - - -  
Extension Service / University  
    Subscribers 23.0 12.9 14.4 8.6 14.5 12.2 8.1 3.3 2.9 3.81 2.30
    Non-subscribers 20.3 11.2 12.4 7.0 15.5 14.8 10.4 5.9 2.1 4.16 2.36
 
Farm magazines / newsletters  
    Subscribers 6.0 9.5 13.5 12.4 18.9 18.0 13.6 5.2 2.9 4.81 2.03
    Non-subscribers 6.6 6.6 9.7 12.1 21.8 18.4 14.5 6.9 3.3 5.04 2.03
 
Market advisory services  
    Subscribers 9.0 4.1 3.4 4.8 10.8 13.7 22.1 18.6 13.4 6.07 2.39
    Non-subscribers 18.1 7.8 6.9 5.7 14.8 9.0 17.8 11.2 8.4 4.97 2.67
 
Satellite delivered systems  
(DTN)  
    Subscribers 1.8 0.5 0.7 1.3 3.8 4.9 15.0 30.2 41.9 7.82 1.58
    Non-subscribers 2.4 0.6 1.2 1.8 4.7 4.2 16.6 31.8 36.8 7.64 1.72
 
Marketing clubs  
    Subscribers 66.9 9.2 4.6 4.0 4.3 3.5 3.3 2.6 1.5 2.16 2.08
    Non-subscribers 67.1 10.9 5.1 3.6 4.2 1.8 4.5 1.2 1.5 2.06 1.96
 
USDA reports  
    Subscribers 8.2 4.7 9.0 8.9 17.2 13.1 19.9 10.5 8.6 5.45 2.29
    Non-subscribers 8.5 3.3 8.8 9.7 17.0 15.5 17.0 13.3 7.0 5.46 2.25
 
Local elevator  
    Subscribers 16.1 7.9 8.2 6.3 13.5 13.8 14.5 12.1 7.5 4.98 2.59
    Non-subscribers 12.0 6.6 7.2 9.9 16.8 12.0 13.2 14.4 7.8 5.21 2.46
 
Internet  
    Subscribers 46.0 10.3 7.5 5.1 9.3 6.1 8.0 4.2 3.5 3.14 2.55
    Non-subscribers 49.2 10.3 7.6 5.1 8.5 4.5 7.3 3.9 3.6 2.97 2.52
 
Television  
    Subscribers 46.1 15.9 9.7 7.2 10.7 4.4 3.8 1.3 0.9 2.61 2.00
    Non-subscribers 44.7 13.6 10.3 8.5 10.3 4.2 5.7 2.1 0.6 2.76 2.10
 
Radio  
    Subscribers 23.9 8.2 7.4 5.8 15.8 11.3 13.3 9.6 4.9 4.45 2.63
    Non-subscribers 21.3 9.9 8.4 7.2 16.8 8.4 13.8 10.8 3.3 4.43 2.56
Note:  Mean refers to the weighted average response across categories.  Standard deviation refers to the standard deviation of responses across categories.