Social and Behavioral Sciences Commons^™

Do Touch That Dial: A Guide To Continuous Response Measurement In Agricultural Communications, Cara Lawson, Laura Fischer, Lauren Lagrande, Kelsi Opat

Journal of Applied Communications

As the gap in agricultural experiences between farmers and consumers grow, it is important for agricultural communicators to communicate strategically with their audiences and be proactive in addressing consumers’ concerns. Communication media can present a variety of messages or pieces of information that represent multiple perspectives within one unit. The dynamic nature of communication media, such as video and audio messages, lead to the fluctuation of feelings and responses to different elements within one singular message. While agricultural communications has traditionally relied upon quantitative and qualitative survey data, there are likely gaps in complete understandings of individual perceptions in response …