Chief EditorYashpal Singh Malik
Print ISSN 0303-3821
Online ISSN 0976-4631
NAAS Rating 4.95
Analysis of Utilization Pattern of Mass Media Sources by the Farmers of Ladpura block of Kota District in Rajasthan
The study was conducted purposively in Kota block of Kota district to assess the sources utilization pattern of mass media by the farmers. The main objective of the study was to assess the relationship between the attributes of the farmers with their mass media utility perception. A structured interview schedule was used to collect data from 120 respondents who were viewing agricultural programmes on TV, as well as listening agricultural programmes on radio and also reading agricultural articles in the newspaper. The primary data were collected through personal interview method with the help of pre-tested interview schedule which was prepared on the basis of objectives of investigation statistical tools like- mean, S.D., percentage, and Karl Pearson’s coefficient of correlation, multiple correlation and regression analysis were used for analysis of data. The result of the study showed that education, social participation, spare time, annual income, innovativeness, market orientation and market information were found to be positively and significantly related with overall utility perception of mass media.The overall contribution of all independent parameters to utility perception of mass media was 65.90% so The study was conducted purposively in Kota block of Kota district to assess the sources utilization pattern of mass media by the farmers. The main objective of the study was to assess the relationship between the attributes of the farmers with their mass media utility perception. A structured interview schedule was used to collect data from 120 respondents who were viewing agricultural programmes on TV, as well as listening agricultural programmes on radio and also reading agricultural articles in the newspaper. The primary data were collected through personal interview method with the help of pre-tested interview schedule which was prepared on the basis of objectives of investigation statistical tools like- mean, S.D., percentage, and Karl Pearson’s coefficient of correlation, multiple correlation and regression analysis were used for analysis of data. The result of the study showed that education, social participation, spare time, annual income, innovativeness, market orientation and market information were found to be positively and significantly related with overall utility perception of mass media.The overall contribution of all independent parameters to utility perception of mass media was 65.90% so
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