Educational Needs and Perceptions of
Individuals Who Raise
Backyard Poultry in Indiana
A Master’s Project
Erika Brown
Graduate Advisory Committee:
Marianne Ash, Indiana Board of Animal Health
Paul Brennan, Indiana State Poultry Association
Linda Chezem, Youth Development and Agricultural Education
Michael Kopp, Indiana Board of Animal Health
Mark Tucker, Youth Development and Agricultural Education, Chair
Commercial Poultry
Prominent commercial poultry industry in Indiana
1st in the US for Commercial Duck Production
2nd in the US for Chicken Egg Hatching
3rd in the US for Egg Layers
6th in the US for Turkey’s raised
Contributes millions of dollars annually to the state’s economy
Provides food to individuals throughout the country
Backyard Poultry
Owning backyard poultry
flocks are a lifestyle choice
preferred by an increasing
number of individuals.
Motivations for raising
backyard poultry are varied
and mostly unstudied
Objection to commercially
produced poultry?
Backyard Poultry
Backyard poultry can be enjoyed by the flock owner
Pose possible challenges for disease control
Typical backyard flock production = increased exposure to disease
carrying wild birds and predators
Possible disease transmission to neighboring flocks
Possible public health hazard
Educated flock owners needed
Biosecurity
Need for Study
Indiana State Poultry
Association (ISPA) distributes
poultry information
throughout the state
111,954 pieces of biosecurity
information in 2011
291, 231 total pieces of
information in 2011
No follow-up research on
information distribution
Allow the ISPA to focus
efforts where most effective
This Study
Mail survey research to backyard flock owners in Indiana
Participants known by the ISPA to have owned poultry
Poultry related information preferences
Perceptions of commercial poultry operations
Objectives
Determine individuals' motivations for maintaining a
backyard poultry flock.
Determine whether individuals still maintain a backyard
poultry flock.
Determine individuals' preferred channels and sources of
poultry health and production information.
Identify poultry topics about which individuals would like to
receive additional information.
Assess individuals' perceptions of large-scale poultry
production
Previous Research
National Health Monitoring System (NAHMS) research in
1999 and 2004
Highlighted a need for greater awareness of biosecurity amongst
backyard flock owners
2011 NAHMS study addressed owners of chicken flocks in
four urban areas
General awareness of biosecurity practices
Many could benefit from biosecurity education
2008 ISPA Research
Effectiveness of biosecurity presentations
Biosecurity curriculum effective when distributed by presentation
Theoretical Framework
Based upon James Grunig’s Situational Theory of Publics Theory
“Market Segmentation” function by separating into “publics”
(Non Public)
Latent Public
Aware Public
Activist Public
Perceived relevancy determines involvement
Allow for more telling interpretation of data
Targeted educational efforts
Methods
A structured questionnaire was developed by the researcher
Mailed to 487 individuals who were previous participants in a
program offered by the ISPA
Returned questionnaires were separated from the envelopes to
preserve anonymity
Incentives of a drawing and small gift
Population
Instrumentation
Questions related to poultry ownership, information sources,
and commercial industry perceptions
Field tested with those known to have backyard poultry
experience
Cronbach’s coefficient alpha used to measure internal
consistency of three measurement scales
Desired information before raising poultry
0.78
Perceived trust
0.60
Perception of commercial poultry
0.80
Data Collection
Questionnaire, cover letter, and postage-paid, addressed return
envelope mailed
Population: 487 households
Anonymous via coding number
Incentive of drawing and small gift
One month to return questionnaire
Due to time and budget restraints, only one mailing
Telephone follow-up
Useable response rate of 33.2%
Data Analysis
Usable data entered into SPSS statistical software
Calculated descriptive statistics
Discriminant analysis used to develop predictive model for
ISPA as an important source of poultry information
Stepwise regression used to develop predictive model of
perceptions regarding commercial poultry production
Results
N =157
157 useable responses
Allen county returned the most questionnaires
Results
N =157
Demographics
N =157
About two-thirds (67.5%) female
Mean Age: 48
About two-thirds (67%) 2011 gross household income < $75,000
Median of 4 individuals living in the household
Average education 15 years (12 years = high school diploma)
About half (51.2%) reported living on a farm
39.9% reported living in a rural, non-farm location
Reasons for Raising Poultry
Enjoyment highest with 96.2% agree or strongly agree.
86% agreed or strongly agreed that teaching children about
animals and responsibility was a reason for owning poultry.
Table 2
Reasons for Raising Poultry (percentages) (n=157)
Strongly
Agree
I enjoy raising poultry
To teach my children about animals and responsibility
I like to have control of the food that I eat
I (or my child) exhibits our birds at poultry shows
I enjoy raising nontraditional breeds of poultry
I believe that raising my own poultry saves me money
Other
1
66.9
53.5
43.9
43.3
26.8
12.1
17.2
Items are scaled 5 to 1, strongly agree to strongly disagree
Neither
Agree Nor
Strongly Missing
Standard
1
Agree Disagree Disagree Disagree Data Mean Deviation
29.3
32.5
36.3
21.7
35.7
20.4
1.9
2.5
10.2
15.3
15.9
26.8
29.3
1.9
0.0
0.6
1.9
6.4
6.4
24.2
0.0
0.0
0.6
0.6
9.6
2.5
9.6
0.0
1.3
2.5
1.9
3.2
1.9
4.5
79.0
4.65
4.41
4.23
3.86
3.79
3.01
4.73
0.53
0.76
0.83
1.32
0.99
1.18
0.63
Poultry Ownership
95.5% currently own poultry
94.4% would recommend poultry ownership to others
80.8% have 50 or fewer birds
59% have 10 or fewer years of poultry experience
52% spend less than $499 a year on poultry and supplies
75.5% adults are primary poultry caretakers
52.9% spend 6 or fewer hours caring for birds/week
Median number of hours was 6
Sources of Information
Friends and Neighbors most important
Followed by Indiana State Poultry Association
Table 3
Important Sources of Poultry Information (n=157)
Friends and Neighbors
Indiana State Poultry Association
Local Extension Office
Feed/Retail Store Employees
Other
Yes (%)
No (%)
47.1
45.9
37.6
31.2
51.0
52.2
54.1
62.4
68.8
49.0
Poultry Topics
Wish known more about when starting poultry flock
Table 4
Respondents' Perceived Information Needs Before They Began Raising Poultry: (percentages) (n=157)
Strongly
Agree
I wish I had known more about:
Poultry diseases and health
Poultry breeds/species
Biosecurity (preventing diseases)
Poultry management
Basics of raising poultry
Other
1
29.9
22.9
17.8
12.1
14.0
7.6
Neither
Agree Nor
Strongly Missing
Standard
1
Agree Disagree Disagree Disagree Data Mean Deviation
41.1
45.2
43.3
51.6
41.1
1.3
22.9
26.1
31.2
31.2
36.9
5.1
Items are scaled 5 to 1, strongly agree to strongly disagree
1.3
4.5
3.2
1.9
3.8
0.0
0.0
0.0
0.6
0.0
0.0
0.6
4.5
1.3
4.4
3.2
3.8
85.4
4.05
3.88
3.77
3.76
3.68
5.00
0.78
0.82
0.81
0.69
0.77
1.15
Poultry Topics
Poultry topics interested in receiving information about now
Table 5
Topics About Which Respondents Would Like More Information (n=157)
Topics:
Identifying Poultry Diseases
Poultry Breeds and Uses
Basic Poultry Management
Poultry Exhibition
Proper Biosecurity Practices
Recipes/Uses for Poultry Products
None of the above
Other
Yes (%)
No (%)
Missing
Data (%)
70.1
50.3
47.8
42.0
33.8
33.1
3.8
5.7
28.0
47.8
50.3
56.1
64.3
65.0
1.9
1.9
1.9
1.9
1.9
1.9
Information Delivery
Biosecurity Information
70.1% indicated that they had received information about
practices to prevent diseases or biosecurity
Most from ISPA, 4-H, or other ISPA event
74.8% of those who received the information found it helpful
21.4% were not sure if it has been helpful
Most Helpful:
Preventing contamination of flock
Preventing spread of disease
Importance of not transferring birds and equipment
Biosecurity Information
Table 7
Reasons for Not Using Biosecurity Practices (percentages) (n=157)
Reason:
Yes
Knowledge
Expense
Time
Lifestyle
Space
Other
38.5
28.4
27.5
19.3
16.5
6.4
Trust
Table 8
Perceived Levels of Trust for Various Sources of Poultry Information (percentages) (n=157)
Strongly
Agree
I trust:
Indiana State Poultry Association's information
Purdue Extension Service for poultry information
Personal experience for poultry information
Agricultural publications for poultry information
Other poultry producers for poultry information
Feed store employees for poultry information
Poultry information from the media
Other
1
65.0
47.1
26.1
18.5
19.1
5.1
1.9
4.5
Items are scaled 5 to 1, strongly agree to strongly disagree
Neither
Agree Nor
Strongly Missing
Standard
1
Agree Disagree Disagree Disagree Data Mean Deviation
30.6
43.9
58.6
62.4
58.6
28.0
15.3
3.2
2.5
5.7
12.7
15.9
19.7
34.4
48.4
1.3
0.0
1.3
1.3
0.0
1.3
24.2
25.5
0.0
0.0
0.0
0.0
0.0
0.0
7.0
7.0
0.0
1.9
1.9
1.3
3.1
1.3
1.3
1.9
91.2
4.64
4.40
4.11
4.03
3.97
3.00
2.79
4.07
0.53
0.66
0.66
0.60
0.67
1.01
0.86
1.34
Commercial Poultry
Table 9
Perceptions of Various Issues Related to Commercially Produced Poultry and Poultry Products (percentages) (n=157)
Strongly
Agree
I believe poultry purchased from the grocery is safe
Commercial poultry companies produce a quality product
I think large poultry production harms the environment
Commercial poultry is a high quality product
I think commercially produced poultry are treated well
I think small poultry production harms the environment
Other
1
3.2
3.2
6.4
1.3
2.5
0.0
3.2
Neither
Agree Nor
Strongly Missing
Standard
1
Agree Disagree Disagree Disagree Data Mean Deviation
45.2
35.7
8.9
24.8
14.6
1.3
0.0
29.9
36.3
53.5
34.4
31.2
22.9
1.9
13.4
17.2
24.2
29.9
31.8
44.6
0.0
4.5
3.8
3.8
7.0
17.2
28.7
0.0
3.8
3.8
3.1
2.5
2.5
2.5
94.9
3.30
2.83
3.10
2.83
2.50
1.97
4.25
0.92
0.93
0.90
0.94
1.04
0.77
1.04
Items are scaled 5 to 1, strongly agree to strongly disagree
Relatively unsure of quality and safety of commercially produced
poultry and poultry available at grocery
Tended to be negative or undecided toward other aspects as well
Discriminant Analysis
Method to find combination of features that characterizes
individuals who rank the ISPA as an important source of
poultry information
Hypothesized individuals ranking ISPA high would:
More likely to indicate themselves as the primary caretaker of birds
More likely to believe that raising poultry saves them money
More likely to spend more money on poultry and supplies
Have a higher average number of birds
Have more years experience raising poultry
Higher gross household income
Be older
Be more likely to be male
Discriminant Analysis
Only years of formal education entered into the predictive model
In an unexpected direction
Stepwise Multiple Regression
Used to measure the influence of attitudinal and demographic
variables on perceptions of commercial poultry production.
Composite dependent variable of answers to questions
regarding commercial poultry production
Regressed against independent variables:
Age
Years of formal education
Gross household income in 2011
Perceived trust of poultry information sources
Stepwise Multiple Regression
Linear Regression Model:
Gender and perceived trust were the only two hypothesized
variables that had a statistically significant effect on
respondents’ perceptions of commercial poultry production
Commercial Poultry Perceptions
Those who had a more positive perception of commercial
poultry production tended to be males who expressed greater
levels of trust in various sources of poultry information.
As evidenced by the R-square value, the two variables only
explained about 8% of the total variance in perceptions of
commercial poultry production
--------------------Both models have limited utility due to the low number of
variables entering the model and because the relatively low
measures of association.
Conclusions & Implications
Individuals find a great deal of enjoyment raising backyard
poultry flocks
95% of respondents have maintained their flock
Postal mailings preferred method of information distribution
Additional information regarding poultry health and disease
Mixed perceptions regarding commercial poultry production
Many negative or undecided – environmental, animal welfare
Conclusions & Implications
Obviously, there are other variables at work that were perhaps not
collected in this questionnaire
Situational Theory of Publics framework
Offered promise
Time restrains prevented development of useful instrumentation
Offers useful way to consider segments of the population
Needs and motivations for attending to or ignoring messages
Additional research to explore applications in agriculture & poultry
Conclusions & Implications
Mail survey method provided effective means of acquiring data
Large population
Limited research resources
Results will be useful to the ISPA and other who provide
information to backyard poultry owners
Further research should perhaps include site visits and
interviews to deepen understanding of perceptions and
information needs
Exploratory study and useful first step
Questions?