Volume : II, Issue : XI, November - 2013

Comparative Perception of Readers Towards Farm Magazines

T. Archana, A. Sailaja

Abstract :

Descriptive research design was followed for carrying out the study. The State of Andhra Pradesh was selected purposively for the study as the investigator hails from the state. Out of 23 districts of Andhra Pradesh, 16 were selected using sample random sampling technique. The districts were selected randomly according to the availability of the strength of the farm magazine readers obtained from the publishers of the respective farm magazines. Based on the criteria of highest circulation as well as the availability of the subscribers for each of the farm magazines, three Telugu farm magazines were selected for the study. They were the publications of Acharya N.G. Ranga Agricultural University (Vyavasayam–I category) state department of agriculture (Padipantalu–II category) and private agency (Annadata–III category), respectively as denoted. Lists of subscribers for each of the three selected farm magazines i.e., Vyavasayam, Padipantalu, Annadata, belonging to selected districts of Andhra Pradesh were obtained from the publishers. From these lists, reader farmers were selected through simple random sampling. The method used was selecting from sequential list wherein from the alphabetical list of subscribers prepared for each of the farm magazines, every 10th subscriber was selected as sample for the study. Thus, primarily 80 readers were selected for each of the farm magazines and in total to 240 readers, questionnaires were mailed. The questionnaire was formulated to study the perception, problems and suggestions of readers towards respective farm magazines. Open ended questionnaire was used to study the problems and suggestions of readers of farm magazines. Only 152 subscriber farmers responded through filled in questionnaires. Among these questionnaires, 120 questionnaires of 120 readers were complete in all respects. Hence, keeping in view the principles of statistical research and to satisfy the appropriate number of sample size for the study, 40 readers (n1, n2 and n3) from each of the farm magazines (I, II and III categories) were selected making a final sample size of 120 readers for the study. 2009–2011 was the reference period for the study. Highly perceived item by the readers of I and II categories of farm magazines was subscription followed by utility whereas it was utility followed by subscription in III category of farm magazine in the order of ranking. Understandability was the item ranked last in three categories of farm magazines. From the ANOVA the average values of I, II and III category of farm magazines were 3.60, 3.64 and 3.93 respectively. As the difference between average values of three farm magazines exceeded the critical difference (0.25) it could be concluded that there is significant difference between perceptions of three magazines by readers. The analysis revealed that there was significant difference in perception of readers towards III category of farm magazine when compared with other two categories of farm magazines.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

T. Archana, A. Sailaja / Comparative Perception of Readers Towards Farm Magazines / International Journal of Scientific Research, Vol.2, Issue.11 November 2013

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