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3rd Year Sem1 Ag science > Extension > Flashcards

Extension Flashcards

1
Q

Define diffusion

A

The social theory about how information moves through society (change)

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2
Q

Define Diffusion of innovation

A

The how information is moved through a group based on their innovativeness (time it takes them to adopt)

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3
Q

Define inovvativness

A

Relative term based on how early an individual adopts an innovation.

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4
Q

What are the 5 catagories of innovativness

A 
Inovators (2.5%)
Early adopters (13.5%)
Early Majority (34%)
Late Majority (34%)
Laggers (16%)
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5
Q

What is wrong with the Diffusion theory in terms of ToT modle?

A
  • doesn’t take into account NON ADOPTION
  • thinks all problems are the same
  • All problems have solutions
  • adoption is rational (non adoption is irrational)
  • Science is right
  • Doesn’t allow for the individual process
  • Not Complex
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6
Q

What is Adoption?

A

Adoption is a rational individual process a person takes to get to a decision to adopt or reject an innovation

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7
Q

What are the steps to adoption?

A 
Awareness
Intrest
Evaluation
Trial
Choice
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8
Q

Example of Private Sector Risk

and Failure

A

They take all the financial risk-Have to remain profitable or they could risk failure

Example is Murray Goulburn went broke and then there are implications that go on from that concerning Social Welfare -mental health.

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9
Q

How did ToT use innovativness with their extension?

What were the implications?

A

They based their extension at only the inovators as they WOULD adopt and then let the information diffuse from their.
However this doesnt take into account the time it takes for information to move or non-adopters
This also lead to innovators being the basis of research creating bias on what is being changed

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10
Q

SMRCE

A 
Communication model
Source
Message
Receiver
Channel
Effect (FEEDBACK)

Identify how you come across
What attitudes are in the room
how you connect
What your purpose of the talk is

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11
Q

Types of interations

A

Person to person
Person to group
Small group
Mass Media

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12
Q

Example of the use of the diffusion theory

A

Hybrid Corn in the USA during the 1920’s
Targeted the INNOVATORS of the region and then watched the adoption occur to neighbouring people OVER TIME
1940’s

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13
Q

Why was adoption first used?

A

During the 1840s after the Potatoe famine in Ireland lead to science trying to be incorporated into agriculture

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14
Q

Describe Government application in extension

A

Free services
unbiased
available to all

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15
Q

Describe the Private sector envolvment in Extension

A

Advice linked to product/service
Focus on profit (for both farmer and themsleves)
Only show Benifits no all features

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16
Q

Difference between public and private good

A

Public Good is not provide by the market its a role of the government
non exculsive

Private good is about the individual benefit and is subject to rivalry and exclusion
They also have HIGH RISK associated with the private business

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17
Q

How can a Market Fail?

A

Externalities - problem arises from the product

Government- apply regulations/ apply funding

Social Welfare

18
Q

Challegnges for the private sector

A

Profit/finances
Identifying the market
Expansion

19
Q

Market Development checklist

A 
target consumer
Competition
Pricing
Compelling reason to buy
Partners and allies
20
Q

Opinion Leadership

A

Individuals influencing others behaviour

21
Q

Factors effecting diffusion

A 
Communication channel (effectiveness)
Time
Social System (how individuals communicate the information between themselves)
22
Q

Life stages of a group

A

FORM- form the group
STORM- conflict competition
NORM- accept the structure
PERFORM- participate and get to the goals

23
Q

communication channels

A

Verbal and non verbal

24
Q

Why is communication important in business

A
  • sales
  • building relationships
  • setting structure
25
Q

Berlos model of communication

A 
SMCRE
Source
Message
Channel
Receiver
Effect
in 1960's
26
Q

Characteristics to Berlo’s source

A
  • knowledge

- presentation

27
Q

Channel

A

sight sound smell touch taste

28
Q

Receiver

A

good communication skills for listening and observing

29
Q

Characteristics of a good leader

A
  • active listening
  • Flexible
  • conflict resolution
  • negotiable
30
Q

5 features of an innovation

A
  • relative advantage
  • complexatiy
  • comparitabliity
  • trialability
  • observability
31
Q

what are some structured group techniques?

A 
ice breakers
paired introduction
SWOT
Force field analysis
NGT (nominal group change)
Formal and informal
Agenda
brain storming
Problem census
32
Q

list the percentages in each adoption bracket

A
  • innovators = 2.5%
  • early adopters= 13.5%
  • early majority= 34%
  • late majority= 34%
  • Laggards= 16%
33
Q

Features of top down

A
  • Traditional extension
  • Transfer of technology TOT
  • Research done by scientists
  • Focus on awareness
  • Aligned with marketing and promotion
34
Q

Criticisms of top down

A
  • reductionist
  • treats recievers as homogenous group
  • Only serves needs of innovators
35
Q

Jobs of government sectors

A
  • Advisory
  • Regulatory
  • Facilitory
  • Educational
36
Q

Private sector jobs

A
  • Sales/ field representatives
  • Employees of major companies eg Agronomomists
  • Private consultants
37
Q

KASA PC

A

level 1- Awarness
level 2- Attitudes, knowlege, skills
level 3- change in behaviour (what Ag industry thrives for)
level 4- economic and nvironmental differences (which occurs as a result level 3)

38
Q

Private =

A

private good

39
Q

Government=

A

public good

40
Q

limitations of diffusion theory

A
  • assumes all recievers are homogonous
  • all probelms are the same
  • all problems are solvable
  • science is right
  • adoption is the only logical thing to do
  • only targeting inovators which is a bias statergy

3rd Year Sem1 Ag science (4 decks)

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