Table 26.  Value Subscribers Place on Various Aspects of Market Advisory Services
                       
Do not value Value  
at all extemely   Standard
Aspect 1 2 3 4 5 6 7 8 9 Mean Deviation
- - - - - - - - - - - - - - - - - - - - - - - - percent - - - - - - - - - - - - - - - - - - - - - - - - -  
 
Use of technical analysis 4.3 3.2 5.0 6.7 14.8 17.3 25.2 15.4 8.1 6.03 2.01
 
Use of fundamental analysis 3.8 2.2 2.8 5.1 13.3 15.2 28.9 19.3 9.4 6.36 1.92
 
Analysis based on the knowledge  
of one person 9.9 11.2 14.4 14.1 24.0 11.4 9.8 3.8 1.4 4.32 1.98
 
Analysis based on a group  
consensus 4.4 3.0 5.3 7.4 18.9 21.2 24.8 10.9 4.1 5.76 1.88
 
Recommendations use only cash 7.7 6.3 9.4 10.6 26.1 15.1 17.5 5.6 1.6 4.94 1.97
 
Recommendations include futures  
and options 4.9 2.8 5.2 5.9 15.5 16.8 17.1 16.1 5.8 5.98 1.99
 
Low frequency of use of futures  
and options 8.1 6.3 11.8 11.5 27.1 14.8 13.1 5.5 1.7 4.78 1.96
 
High frequency use of futures  
and options strategies 8.2 8.2 11.3 11.5 22.3 14.8 14.8 6.9 2.2 4.82 2.07
 
Presentation mainly with charts 6.5 5.7 10.7 15.1 24.3 15.2 15.0 5.7 1.5 4.89 1.91
 
Presentation mainly with text 4.6 4.5 8.3 13.3 26.2 18.0 16.0 6.8 2.3 5.18 1.84
 
Daily updates of recommendations 3.8 2.3 3.1 4.8 13.9 12.7 21.6 22.2 15.7 6.52 2.04
 
Specialists regarding particular crops 4.2 3.9 4.0 5.2 15.9 13.3 24.8 20.3 8.3 6.15 2.05
 
Market advisory service is also  
broker 22.7 13.1 10.7 7.9 17.4 8.4 8.7 7.0 4.2 4.04 2.48
 
Consistent recommendations 4.1 1.7 3.1 4.6 15.7 14.4 25.8 20.4 10.1 6.35 1.94
 
Recommendations focused on your  
farm operation circumstances 5.5 3.6 5.0 4.7 19.1 10.7 22.2 19.2 9.8 6.05 2.16
 
High quality information 2.7 1.0 1.7 1.7 8.5 5.8 21.1 30.2 27.2 7.29 1.83
 
The fact that the market advisory  
service tries to establish a  
relationship with you 7.0 6.2 4.7 4.7 20.0 10.1 19.7 16.2 11.4 5.83 2.32
Note:  Mean refers to the weighted average response across categories.  Standard deviation refers to the standard deviation of responses across categories.