Noble Foundation Cooperators' Perceptions

by Wadell Altom

In September 2003, the Noble Foundation Agricultural Division mailed questionnaires to 874 registered cooperators to assess their satisfaction with their consultation experience. Forty-five percent (395) completed the questionnaires and returned them to a research firm in Atlanta for processing. The findings reinforced that adjustments made by the Ag Division in its consulting process were satisfying farmers and ranchers who use the service.

Although we are very pleased with these results, some areas for improvement were revealed and these will be considered in planning for the future.

About the Respondents
The responding sample was demographically similar to that found in previous studies. Three in 10 respondents have been cooperators for longer than 10 years, while slightly less than half have been cooperators for five years or less.

The size of the cooperators' acreage varies, with about four in 10 operating more than a thousand acres and about the same percentage operating less than 500 acres. Most respondents (79 percent) indicate that livestock comprises the majority of their farm or ranch income.

Within the past two years, the most common service used by cooperators was phone consultation, followed by schools, lab analysis and consultant farm/office visits.

What's Important to Cooperators?
Responding cooperators rated "knowledge gained" as the most important outcome when judging the value of their consultation. Study respondents rated nine outcome variables using a five-point scale with five meaning "very important." Knowledge gained was rated 4.59. Three other outcomes followed closely behind: gaining a relationship with trusted advisors — 4.35; meaningful goals established — 4.17; and problems solved — 4.11.

* score improved from 2001 survey

Phone Conversations Rated Very Important
Respondents also rated the importance of nine consulting processes when judging the value of their consulting experience. They rated conversations with consultants by telephone as the most important process, giving it a 4.60 rating on the five-point scale of importance. Other important processes were the initial farm visit — 4.51; presentation of the recommendation — 4.36; and the initial office visit or orientation meeting — 4.30.

Knowledge of Consulting Team Ranked Highest
Cooperators were asked to rate 15 different consulting team variables. Eleven of the 15 mean scores, shown in Figure 1 and where an "*" appears, improved from the last study conducted in 2001.

A statistical analysis conducted on these scores revealed a strong correlation between overall satisfaction and three variables: appropriateness of the recommendation; knowledge of the consulting team and the consulting team's ability to analyze the situation.

Recommendations Product of Consulting Engagements
Due to the different types of cooperator engagements, recommendations are delivered either verbally (normally followed by a letter) or in a written plan. In some cases, the recommendations took the form of an operational plan. When asked how much of the recommendation they implemented, about two-thirds indicated that they implemented most or all of the recommendation. About three in 10 indicated that they used some of the recommendation.

Impact of the Recommendation
Respondents were asked to assess the impact of the consulting experience. Figure 2 shows mean scores indicating that between seven and eight in 10 cooperators realized an improvement in the four variables.

Cooperators are Very Likely to Recommend Consulting
When asked how likely they would be to recommend the Ag Division consulting to other farm or ranch operators, close to nine in 10 indicated that they would be very likely, while about one in 10 would be somewhat likely.

Ag Division's Advice Spreads Beyond Cooperator
Study respondents were asked to indicate how many farmers or ranchers per year inquire about the advice they received from Ag Division consultants. About half the respondents indicated that they receive one to three inquires per year; about three-in-ten indicated receiving four or more inquires per year. Cooperators also indicated that they share the information with their farming or ranching neighbors — half said they share it with four or more operators per year.

It is gratifying that our cooperators recommend us to others and share information with their neighbors. You help us achieve a primary goal of "expanding the effectiveness and influence of Noble Foundation agricultural consulting services in southern Oklahoma and north Texas."