Effectiveness of group contact methods in diffusion of agricultural technologies among the farming community

Abstract

The present study was conducted in 2010 to examine the effectiveness of group contact methods in diffusion of agricultural technologies among the farming community of Khyber Pakhtunkhwa, Pakistan. For this purpose, seven districts of the central region of the province were selected. Data were collected from 280 randomly selected farmers through “survey” method with the help of a pre-tested interview schedule and were analyzed using descriptive statistics. The results of the study show that main group extension methods through which the farmers got sources of agricultural information were demonstrations, group discussions, field days and lectures of extension field staff. However, demonstrations were perceived to be the most effective method for dissemination of agricultural technologies with mean value 2.91 followed by group discussions and field days which were ranked 2^nd and 3^rd with mean values 2.58 and 2.33, respectively. A good number (46.07%) of respondents never visited agricultural demonstrations, whereas, 26.07% respondents occasionally visited these demonstrations while, 20.36% respondents rarely visited demonstrations. Only a small number of respondents (7.5%) regularly visited demonstrations laid out in the study area. Most (45.36%) of the respondents never participated in group discussions regarding latest agricultural technologies although, a good number of respondents (32.85%) rarely participated in group discussions, and 16.43% respondents took part in such discussions occasionally whereas, only a fraction of the respondents (5.36%) regularly participated in group discussions. Quite a few respondents (37.50%) rarely attended field days for latest agricultural technologies, 34.64% respondents occasionally attended, 18.57% never attended field days whereas, 9.29% respondents regularly attended field days organized in the area. Most of the respondents (40.36%) never attended lectures of extension field staff regarding agricultural technologies, 25.36% rarely attended such lectures, and 23.21% occasionally attended the lectures. Only a small number (11.07%) of respondents regularly attended the lectures of extension field staff.