Progress 10/01/04 to 09/30/10
Outputs
OUTPUTS: A mail survey was designed and sent to 47,000 producers and agronomists in Illinois in July 2010. Through cooperation with Dr. Shawn Conley at the University of Wisconsin, there were another 10,000 simultaneously mailed to producers and agronomists in Wisconsin. Furthermore, an on-line survey was designed using an on-line survey program SurveyMonkey. This on-line survey was advertised by mail postcards as well as newsletter and blog articles. There were 1,663 total direct-mail surveys and 203 on-line surveys completed. The direct-mail survey indicated that 85% of soybean growers use cell phones, 11% use cell phones with Internet, 70% use computers, 57% use high-speed Internet, 56% use email, and 3% use an iPod. In contrast, soybean growers that responded to the on-line survey all used cell phones (98%), computers (100%), email (99%) and high-speed Internet (97%) at greater frequency than television (83%), radio (88%), yield monitors (58%) and Global Positioning Satellite (GPS) guidance (58%). Moreover, soybean growers that responded to the on-line version used cell phones with internet at nearly three times the frequency (31%) compared to soybean growers that responded to the direct-mail survey. Print material was rated as the most important method of communication for all sized growers; however, the value of the Internet was equally high for the largest growers. Extension was valued as an important information source, but less important than seed and crop input dealers. For a comparison, we are reporting secondary data on social media growers prefer. The 2010 Media Channel Study by Agri Council looked at the following media channels: agricultural magazines, newspapers, newsletters, and e-newsletters; farm shows; agricultural dealers and retailers; agricultural conferences or seminars; agricultural radio shows and TV programs; general daily newspapers; agricultural Internet sites; agricultural-related social media (blogs, social networks, etc.); agricultural manufacturer or supplier publications; agricultural-related text messages; and mobile Internet access (iPhone, cell phone, Blackberry, etc.) for agricultural-related purposes. Key findings are i) all types of digital communications are playing important roles as information resources for American farmers and ranchers, and will play increasingly important roles in the future; ii) while digital may have become dominant in other B2B markets, agricultural magazines and newspapers continue to be the most important information resource, reaching and influencing the most farmers and ranchers, even among the younger age segment; iii) in addition to magazines and newspapers, ag dealers and retailers also are used most for informing and validating purchase decisions; iv) the role of different media changes through the purchase cycle, emphasizing the importance of integrated communications; v) continuity in marketing programs should be planned due to varying purchase cycle times; and vi) as measured by revenue, larger operators are more actively engaged with media channels, seeking information to run their businesses and inform decision making. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Target audiences for this information include groups who provide information to assist farmers in their farming operations, production concerns, and decisions. These survey data present useful options for media channels that more effectively reach the farmer. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
These survey data are used to assist university groups to more effectively, efficiently, and economically serve farmers with outreach information and resources. While the internet and other social media are economical and pervasive, both surveys support the use of printed materials as a preferred information outlet. Additionally, farmers are most likely to use new communication technologies, e.g. smart devices. Education and outreach information should be easily available on smart devices and mobile-friendly websites.
Publications
- No publications reported this period
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Progress 01/01/09 to 12/31/09
Outputs
OUTPUTS: OUTPUTS: Illinois soybean producers have the opportunity to access a unique web-based soybean variety information database called the Varietal Information Program for Soybeans (VIPS) viewed at www.vipsoybean.org. The website facilitates variety selection by offering comprehensive and unbiased information about yield, protein and oil composition, and disease resistance for over 650 soybean varieties. To ensure that varieties preferred by Illinois producers are included in the VIPS database, nearly 15,000 Illinois producers were surveyed for their suggestions of varieties to be evaluated for 2009. Of the 650 varieties tested, over 200 varieties were identified by soybean producers. This information is updated annually in November when Illinois soybean producers need the variety performance information to make variety selection decisions for the next growing season. The VIPS website includes user tracking capabilities to shown how a visitor uses the website and what variety information the visitor selects. The tracking ability also reveals internet sites that include the VIPS link and the source a visitor uses to find the VIPS. The tracking capabilities also can reveal the website usage following an outreach campaign. The VIPS database was highlighted at industry and academic events and demonstrated to agricultural delegations from Brazil, Japan, Taiwan, and China. The VIPS was presented at the regional and national FFA conventions. VIPS booklets were distributed at professional meetings and winter extension functions including the 2009 Corn and Soybean Classics and over 3,000 copies of the VIPS booklet (printed version of the database) were distributed to participants. Additionally, over 33,000 copies of the VIPS booklet are mailed to soybean producers in Illinois. PARTICIPANTS: Bridget Owen and Peter Goldsmith: VIPS program oversight and strategy. Linda Kull: VIPS program coordinator. Ralph Esgar: University of Illinois soybean variety trials coordinator. Emerson Nafziger: University of Illinois soybean variety trials director. Tara Lynch Slaminko: Coordinates variety disease screening at University of Illinois. Roger Bowen: Program oversight for variety disease screening at University of Illinois. Terry Niblack: Coordinates soybean cyst nematode resistance screening at University of Illinois. Jason Bond: Coordinates soybean cyst nematode and root knot nematode resistance screening at Southern Illinois University. McDaniels Marketing: Oversees publication of the VIPS annual booklet. David Stigberg: VIPS website programer. Illinois Soybean Association: Funding for the program. Numerous soybean seed companies: Provide seed for evaluation. National Soybean Research Laboratory: Logistical support for database and publication. University of Illinois Crop Sciences South Farms: Logistical support for variety testing and protein and oil measurements. Undergraduates and independent studies: Students learn how to statistically analyze, mine, and display the VIPS data. TARGET AUDIENCES: Illinois soybean producers, farm managers, seed companies, university research faculty, university Extension educators, and farm bureaus and other on-farm service providers. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
The VIPS database provides Illinois producers and industry groups with an unbiased source of soybean production information. Seed companies compare their field evaluation data with the VIPS data and make information updates for their soybean varieties as needed. The VIPS cooperators contact specific seed companies when the company's online data disagrees with the VIPS data, and annually participating companies make corrections about variety traits viewed on seed company websites. A program to enable tracking of website usage was expanded to include what internet site or search engine a visitor uses to arrive at the VIPS home page and also provides the location of each visitor. This tracking capability allows website administrators to assess the impact that email updates and media releases have on usage of the VIPS website. Tracking how the user moves through the website reveals producer priorities for information used to make variety decisions. The top priorities are company allegiance, yield, and SCN resistance rating. Most users proceed directly to the variety trial near their farming operation. Small, locally-owned seed distributorships that do not have resources to evaluate their newly developed soybean varieties utilize the VIPS data, which is an economically important service for small seed companies. The U.S. soybean industry is pressured to increase soybean production and quality, specifically seed protein composition, to successfully compete in the world market. The VIPS database provides a source of information to enable producers to identify varieties that have both high yield and high protein.
Publications
- Goldsmith, P., Kull, L., Esgar, R. and Nafziger, E. 2009-2010. Varietal Information Program for Soybeans. Annual publication. Via e-mail and In: Illinois Soybean Review, newsletter of the Iowa and Illinois Soybean Associations.
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Progress 01/01/08 to 12/31/08
Outputs
OUTPUTS: Illinois soybean producers have the opportunity to access a unique web-based soybean variety information database called the Varietal Information Program for Soybeans (VIPS) viewed at www.vipsoybean.org. The website facilitates variety selection by offering comprehensive and unbiased information about yield, protein, and oil composition, and disease resistance for over 600 soybean varieties. To ensure that varieties preferred by Illinois producers are included in the VIPS database, nearly 15,000 Illinois producers were surveyed for their suggestions of varieties to be evaluated for 2008. Of the 600 varieties tested, over 250 varieties were identified by soybean producers. This information is updated annually in November when Illinois soybean producers need the variety performance information to make variety selection decisions for the next growing season. The VIPS website was assessed and redesigned to incorporate soybean producers' variety selection strategies and influence selection of varieties with higher yield potential. Three agricultural education and outreach cooperators assisted with enhancing the website query structure, navigation, and data presentation. The VIPS database was highlighted at several soybean community events and demonstrated to several agricultural delegations including an ASA sponsored team of Japanese soybean crushers (August 21), to Mato Grosso Foundation representatives (August 27), to the Taiwan Preferred Team (September 26), and at the Illinois Commodity Conference for 2008. VIPS booklets were distributed at professional meetings and winter extension functions including the 2008 Corn and Soybean Classics. The VIPS was highlighted and over 2,500 copies of the VIPS booklet (printed version of the database) were distributed at the Crop Protection Technology Conference in January 2008 and at the 2008 Corn and Soybean Classics. PARTICIPANTS: Pete Goldsmith: VIPS program oversight and strategy. Linda Kull: VIPS coordinator. Ralph Esgar: University of Illinois soybean variety trials coordinator. Emerson Nafziger: University of Illinois soybean variety trials director. Tara Lynch Slaminko: Coordinates variety disease screening at University of Illinois. Roger Bowen: Program oversight for variety disease screening at University of Illinois. Terry Niblack: Coordinates soybean cyst nematode resistance screening at University of Illinois. Jason Bond: Coordinates soybean cyst nematode and root knot nematode resistance screening at Southern Illinois University. Mary Auth: Oversees publication of the VIPS annual booklet. David Stigberg: VIPS website programer. Illinois Soybean Association: Funding for the program. Numerous soybean seed companies: Provide seed for evaluation. National Soybean Research Laboratory: Logistical support for database and publication. University of Illinois Crop Sciences South Farms: Logistical support for variety testing and protein and oil measurements. Undergraduates and independent studies: Students learn how to statistically analyze, mine, and display the VIPS data. TARGET AUDIENCES: Soybean producers, farm managers, seed companies, university research faculty, university Extension educators, and farm bureaus. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
The VIPS database provides Illinois producers and industry groups with an unbiased source of soybean production information. Seed companies compare their field evaluation data with the VIPS data and make information updates for their soybean varieties as needed. The VIPS cooperators contact specific seed companies when the company's online data disagrees with the VIPS data, and annually participating companies make corrections about variety traits viewed on seed company websites. A program to enable tracking of website usage by the day, week, and month was updated. This tracking capability allows website administrators to assess the impact that email updates and media releases have on usage of the VIPS website. Tracking how the user moves through the website reveals producer priorities for information used to make variety decisions. The top priorities are company allegiance, yield, and SCN resistance rating. Most users proceed directly to the variety trial near their farming operation. Small, locally-owned seed distributorships that do not have resources to evaluate their newly developed soybean varieties utilize the VIPS data, which is an economically important service for small seed companies. The U.S. soybean industry is pressured to increase soybean production and quality, specifically seed protein composition, to successfully compete in the world market. The VIPS database provides a source of information to enable producers to identify varieties that have both high yield and high protein.
Publications
- No publications reported this period
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Progress 01/01/07 to 12/31/07
Outputs
OUTPUTS: Illinois soybean producers have the opportunity to access a unique web-based soybean variety information database called the Varietal Information Program for Soybeans (VIPS) viewed at www.vipsoybean.org. The website facilitates variety selection by offering comprehensive and unbiased information about yield, protein and oil composition, and disease resistance for over 600 soybean varieties. To ensure that varieties preferred by Illinois producers are included in the VIPS database, nearly 15,000 Illinois producers were surveyed for their suggestions of varieties to be evaluated for 2007. Of the 600 varieties tested, nearly 250 varieties were 'Producer Nominated' varieties. This information is updated annually in November when Illinois soybean producers need the variety performance information to make variety selection decisions for the next growing season. The VIPS website is currently being assessed and redesigned to incorporate soybean producers' variety selection
strategies and influence selection of varieties with higher yield potential. A workshop panel of soybean producers and industry representatives was assembled to seek input about the website design, navigation, and query structure. As a result of the workshop, website enhancements this year included a new user interface, producer-requested Quick Searches, redesigned query structure, and new graphics presentation for query results. The VIPS database was highlighted at several soybean community events and demonstrated to several agricultural delegations including ASA Taiwanese agribusiness visitors at the National Soybean Research Center, participants at the Illinois Commodity Conference, participants at the 2007 Corn and Soybean Classics. Over 1,500 copies of the VIPS booklet (printed version of the database) were distributed at the Crop Protection Technology Conference in January 2007 and at the 2007 Corn and Soybean Classics.
PARTICIPANTS: Pete Goldsmith: VIPS program oversight and strategy. Linda Kull: VIPS coordinator. Ralph Esgar: University of Illinois soybean variety trials coordinator. Emerson Nafziger: University of Illinois soybean variety trials director. Tara Lynch: Coordinates variety disease screening at University of Illinois. Roger Bowen: Program oversight for variety disease screening at University of Illinois. Terry Niblack: Coordinates soybean cyst nematode resistance screening at University of Illinois. Jason Bond: Coordinates soybean cyst nematode resistance screening at Southern Illinois University. Mary Auth: Oversees publication of the VIPS annual booklet. David Stigberg: VIPS website programer. Illinois Soybean Association: funding for the program. Numerous soybean seed companies: Provide seed for evaluation. National Soybean Research Laboratory: Logistical support for database and publication. University of Illinois Crop Sciences South Farms: Logistical support for variety testing
and protein and oil measurements. Undergraduates and independent studies: Students learn how to statistically analyze, mine, and display the VIPS data.
TARGET AUDIENCES: Illinois soybean producers, farm managers, seed companies, university research faculty, university Extension educators, and farm bureaus.
Impacts
The VIPS database provides Illinois producers and industry groups with an unbiased source of soybean production information. Seed companies compare their field evaluation data with the VIPS data and make information updates for their soybean varieties as needed. The VIPS cooperators contact specific seed companies when the company's online data disagrees with the VIPS data, and annually participating companies make corrections about variety traits viewed on seed company websites. The VIPS soybean cyst nematode (SCN) resistance evaluation data, which uses the SCN HG system, is replacing the long-standing SCN race system. The SCN HG system is becoming the industry standard for evaluating soybean varieties for resistance to SCN and variety selection. Small, locally-owned seed distributorships that do not have resources to evaluate their newly developed soybean varieties utilize the VIPS data, which is an economically important service for small seed companies. The U.S.
soybean industry is pressured to increase soybean production and quality, specifically seed protein composition, to successfully compete in the world market. The VIPS database provides a source of information to enable producers to identify varieties that have both high yield and high protein.
Publications
- Goldsmith, P., Kull, L., Esgar, R. and Nafziger, E. 2007. Varietal Information Program for Soybeans. Annual publication. Via e-mail and In: Illinois Soybean Review, newsletter of the Iowa and Illinois Soybean Associations.
- Goldsmith, P.D. and Silva, C. 2006. NSRL Specialty Grain Survey: Corn. A special report of the National Soybean Research Laboratory, Urbana, Illinois. August 2006: pp. 37.
- Goldsmith, P.D. and Silva, C. 2006. NSRL Specialty Grain Survey: Soybeans. A special report of the National Soybean Research Laboratory, Urbana, Illinois. August: pp. 31.
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Progress 01/01/06 to 12/31/06
Outputs
The main objective of this research project is to understand the decision making process of Illinois soybean producers to select varieties annually for planting in their fields. The relevance of Internet-based soybean variety selection tools to this decision making process also is being studied. This project is being accomplished through a series of research activities including: 1) Collecting secondary data on current patterns of Internet usage in Illinois; 2) Evaluating usage of the Varietal Information Program for Soybeans [VIPS] (www.vipsoybeans.org); 3) Conducting interviews with soybean community experts and surveying Illinois soybean producers; 4) Tabulating and analyzing the data collected; and 5) Devising strategies to position web-based soybean production databases as an integral component and decision support tool in the variety selection process for Illinois producers. Activities 1 and 2 have been accomplished and previously were reported. Continuing with
activity 3, the project team will conduct interviews and surveys to determine producers' strategies used to select soybean varieties for planting. This survey intends to identify the sources of information used for variety selection and factors influencing producers' selection of variety. Prior to development of a survey instrument, the project team reviewed previously published literature seeking information about variety selection strategies. The most useful information was a survey conducted between 1998 and 2000 showing that sources of information used for variety selection include: seed company dealers, seed company field day test plots, other soybean growers, university performance trials, Co-op Extension agents, Illinois Crop Improvement composition tests, web sites, and others (bankers, end-users, family members). This same survey also showed that factors influencing producers' selection of variety included: maturity group, disease resistance, oil and protein content, company
reputation, resistance to lodging, resistance to shatter, herbicide compatibility, previous experience, contract specifies variety, yield, seed price, and market acceptability. The survey instrument used to gather this 1998-2000 information was adapted and will be used to determine how Illinois producers rate these sources of information used for variety selection and how they rate factors influencing selection of variety. Additionally, the VIPS website is currently being redesigned to incorporate the factors influencing producers' variety selection strategies. These website enhancements include a new user interface, redesigned query structure, and new graphics presentation for query results.
Impacts
Information about the characteristics of soybean varieties and the sources of variety information increasingly are becoming important factors influencing producers' variety selection strategies. Previous studies suggest that educational activities can influence producers' decision criteria. This project seeks to understand the variety selection process used by Illinois soybean producers. This information will promote strategies to effectively disseminate the latest research findings relevant to farming decisions, especially variety selection.
Publications
- No publications reported this period
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Progress 01/01/05 to 12/31/05
Outputs
Data on the current usage of the Internet by Illinois farmers was analyzed. According to NASS, 64% of Illinois farms had computer access compared to 58% nationwide in 2005. The rate of growth in internet access has slowed down considerably. It increased from 60% to 64% between 2003 and 2005. In contrast, internet access had increased from 41% to 51% between 1999 and 2001. However, less than two-thirds of farms with internet access used computers for farm business. Internet access is primarily through dial up. Only 15% of Illinois farms access the internet through DSL or cable. Slow speed of internet connection has been often citied by Illinois farmers as a major reason why they do not use the internet extensively. Computer usage and internet access is higher among larger farmers. In 2005, seventy-nine percent of U.S. farms with sales and government payments of $250,000 or more have access to a computer, 66 percent used a computer for their farm business, and 72
percent have Internet access. While among the farms with sales and government payments between $10,000 and $99,999, 54 percent reported having computer access, 33 percent used a computer for their farm business, and 46 percent had Internet access. Thus there are technology and infrastructure constraints on use of Internet in the soybean variety decision selection by farmers. The project team intends to conduct interviews and surveys to determine to what extent farms have computer and internet access, using the internet to access information useful for selection of soybean varieties. Usage of the VIPS web site was also evaluated. VIPS provides yield, portion and oil content, and disease resistance information on hundreds of soybean varieties evaluated every year by the University of Illinois Variety Testing Program. It is the most comprehensive source of soybean variety performance available to Illinois soybean producers. Data on usage pattern has been collected for evaluation. The
system for tracking usage of VIPS has been improved to make it easy to tabulate and evaluate data collected. The most important information accessed by users of the VIPS database is variety performance data (37% of the users), followed by information on disease susceptibility of specific varieties (12% of the users). New approaches have been developed to inform farmers about VIPS and how they can use its database for their variety selection process. This has included news stories, radio interviews, trade show presentations, and email announcements.
Impacts
The outcome of this project will have a significant impact on improving our understanding of the soybean variety selection process of soybean producers in Illinois. It will help us develop strategies to effectively disseminate the latest research findings relevant to their farming decisions, especially variety selection decisions.
Publications
- No publications reported this period
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