Information Research, Vol. 2 No. 3, December 1996

Guest Paper

A study of the development of the digital ranch

Amanda Spink and Jane Hicks
School of Library and Information Sciences
University of North Texas
Denton, Texas, USA

A lack of research investigating the role of information and information needs currently hampers improvement in information services to rural industries. This paper provides preliminary findings from the first phase of a project investigating the role of information, including the use of networked information services by the cattle ranching community -- a major information user group in rural environments. Selected findings are reported from a national survey of 1600 cattle ranchers and members of the Red Angus Association of America. Results show the "electronic" or "digital" ranching community is in the early stages of development as "early adopters" begin to use networked information services. Implications are derived for the development of digital libraries for cattle ranchers.

Introduction

This paper reports preliminary results from the first phase of a study investigating the use of computer networks and information needs of cattle ranchers - a major group of information users in the rural environment of North Texas. Computer networks allow ranchers to access remote information sources and communicate through electronic mail and bulletin boards. The aim of the study reported in this paper is to provide data on the current use of computer networks by cattle ranchers -- the state of development of the "electronic" or "digital" ranch -- and investigate factors associated with network use by cattle ranchers.

Currently substantial national investment is funding the development of an information society and the National Information Infrastructure (NII) to facilitate technology transfer, increase research and development (R&D) and improve U.S. industrial competitiveness and productivity. The infrastructure requirements of agricultural industries are an important area requiring further research (Egan, 1992). The development of effective computer networks and information services, and policies governing their implementation and use, depends on a good knowledge of users' needs and requirements. This knowledge includes understanding the impact and outcome of networked information on industry productivity. Little empirical data exists regarding the role computer networks are beginning to play in ranching work, productivity and social life. Few researchers have previously examined the information-seeking patterns and information needs of ranching industry groups.

Related studies

A small, but growing body of empirical studies has investigated the role of information in the resolution of human problems and the human process of information-seeking. Previous studies have investigated the information-seeking behavior of retired women (Chatman, 1992), battered women (Harris, 1988/1989), students and library users (Kuhlthau, 1991), health workers (Dee, 1990; Lundeen, Tenopir & Wermager, 1991) and university researchers (Ellis, Cox & Hall, 1993). Researchers have proposed models of human information-seeking processes and the role of information in human problem solving (Dervin & Nilan, 1986; Krikelas, 1983; Kuhlthau, 1991). Many studies have examined the role of public libraries in the provision of information services for rural communities (Dillman; 1991; Senkevitch & Wolfram, 1994; Wilkinson, 1991). Few studies have examined the information-seeking behavior and information needs of rural workers. The study reported in this paper seeks to redress this by undertaking an extensive research study investigating human information behavior in rural environments, beginning with a study of cattle ranchers.

A growing body of empirical research has also examined the characteristics, use and effects of computer network use (Eveland & Bikson, 1987; Sproull & Keisler, 1991) and the role of computer networks in rural communities (Egan, 1992; Hudson & Parker, 1990; U.S. Congress. OTA, 1991). In a recent study Bishop (1994) found that computer networks are used widely by aerospace engineers, and contribute to the efficiency and effectiveness of their work tasks. Delany and Chamala (1986) found little use of electronic media by Australian farmers and graziers. However, little is known about the use of computer networks by the United States ranching industry.

Cattle Ranchers

Cattle ranching is as a complex information and communication activity requiring ranchers to access diverse sources of information to support ranching tasks, including purchasing, sales, financial, veterinary, medical, commodities market, weather, cattle breeding, industry and community activities. The proliferation of personal computers, the growth of the Internet, and accompanying development of information and communication services, has given cattle ranchers potential access to many new services. We need to explore the types of computer technology and networks cattle ranchers access and for what reasons, e.g., ranching tasks or to reduce the barriers of rural isolation. Also, the types of information and communication services cattle ranchers need, including information-seeking patterns and network use by cattle ranchers following seasonal patterns with the changing tasks associated with cattle breeding, feeding and slaughter

The UNT - Center for Texas Studies is also conducting a five-year project "Ranching in Texas in the Twenty-First Century" to address common concerns of the ranching industry (Texas Studies Association Newsletter, 1995) including the preservation of the ranching way of life, developing a closer ranching coalition, government regulations, food safety, the environment and international trade relations. The project discussed in this paper provides a significant contribution to the Ranching in Texas initiative, as the issues of concern to the ranching industry involve the distribution of information (governmental, commercial or industry) and the need for increased communication within the ranching industry. The use of computer networks and services including information databases, E-mail, electronic bulletin boards and other appropriate services, could contribute to preserving the ranching way of life and the creation an integrated coalition of ranchers through the development of an electronic ranching community. The extent to which this electronic ranching community currently exists is explored in this study.

The results of the study also contribute directly to goals of the Red Angus Association's Strategic Mission 2000 to improve the provision of information and education to their members. The study provides pointers to new types of information services, networks or network features, and digital libraries for cattle ranchers. Understanding the relationships between ranchers' information-seeking behavior, network use, work and communication tasks will allow the impact of information services and electronic networks on the productivity of cattle ranchers to be assessed. The results also provide valuable data on the information requirements of cattle ranchers and suggest possible information-seeking patterns and network use by other types of ranchers and related agricultural groups, e.g., farmers.

The results are useful for librarians, including the Texas State Library and local public libraries, who are responsible for the provision of network-based and long distance information services to rural communities. Information science researchers will also be provided with valuable data to develop and enhance theoretical models of information seeking and use, network usage, and adoption of technological innovations.

Research questions

The study reported in this paper was guided by the following research questions:

1. What types of information do ranchers need to support their work tasks?
2. What are the patterns of information-seeking exhibited by cattle ranchers?
3. What types of computer technology and networks are currently used by cattle ranchers?
4. What tasks and communication activities do cattle ranchers use computer networks to support?
5. What are the impacts of network use on cattle ranchers' work tasks and communications?
6. What is the current stage of development of the electronic ranching community?
7. What are the characteristics of cattle ranchers who are "early adopters" of networked information?

Research design

Data collection

A survey instrument (Appendix A) was designed and pretested during summer 1995, with the Executive Secretary of the Red Angus Association of America, Dr. Dick Gilbert and his staff, using examples of previous surveys of network usage (Bishop, 1994) and information needs (Dee, 1990; Lundeen, Tenopir & Wermager, 1991). The Red Angus Association of America is a national association of sixteen hundred Red Angus cattle breeders from 47 U.S. states and two Canadian provinces, with its headquarters in Denton, Texas. The association is dedicated to promoting and improving the breeding, feeding and marketing of Red Angus cattle (American Red Angus, 1995) and maintains a computerized registry of Red Angus breeding information.

The survey instrument with a cover letter from the Executive Director of the Red Angus was mailed to the 1600 members of the Red Angus Association of America with their monthly publication American Red Angus. A follow up notice was also sent in the next issue of the American Red Angus. This survey solicited information regarding members' information needs and network use, and the types of information services needed by members. The joint survey development generated data useful to both the researchers and Red Angus Association of America regarding their membership.

Additional data collection through site visits to cattle ranchers are currently being planned, to interview cattle ranchers regarding their use of computer networks, and information seeking patterns and needs. Interview volunteers were solicited during the survey. The interviews will also be used to establish sites for the collection of longitudinal data through an interview schedule over a twelve month period. A longitudinal study will provide data to assess the seasonal nature of network use, and information seeking and use by cattle ranchers.

Preliminary results

A total of 209 (approximately10%) of Red Angus members responded to the survey. Initial data analysis indicates most respondents own and used a personal computer. Some 188 (90%) of respondents said they owned a computer, including 51 (24%) with a CD-ROM drive and 52 (24%) with a modem. Some 53 (25%) of respondents owned a satellite dish. Most respondents -- 175 (83%) said they did not use computer network services on their ranch. Of the 21 who did use computer network services, they had used computer networks for an average of 25 months and used them for an average of 5% of their average work week. A higher proportion -- 87 (41%) of respondents said members of their family used computer networks outside the home, mainly for school or work located away from the ranch.

The initial data analysis shows that respondents to the survey were ranchers using personal computers, including a small minority accessing computer networks.

Computer network services used by cattle ranchers

Table 1 and table 2 provides the responses by Red Angus members regarding their use and the value of existing networked information services. The vast majority of respondents had not used networked information services - within a range of 1% to 11%. The largest group (about 11%) was using the Red Angus Sire Finder and Bulletin Board, the Internet or America Online. There was very little usage and value placed on agricultural networked information services.

Value of Information and Access Via Network

Table 3 shows the information valued by cattle ranchers and whether they accessed this information via computer networks. Respondents placed a high value on breeding information, auction values, general market information and veterinary information. Less interest was evident for other types of information.

Information Sources Used By Cattle Ranchers

Table 4 shows that word-of-mouth sources, such as customers, suppliers and other ranchers, and also industry magazines and ranching associations were major sources of information for cattle ranchers. Very few ranchers were accessing these sources of information electronically. Less used were libraries, political groups and bulletin boards. Overall, about a quarter of respondents showed an interest in using networks for electronic mail or information services.

Discussion

These preliminary results were based on a smaller group of respondents, but indicate some interesting findings. At this stage of development the "electronic" or "digital" ranch is only a gleam in the eye of the ranching industry. Most cattle ranchers do not own a personal computer or access networked information services. This may be due to many factors, including the advancing average age of ranchers, not familiar with computers, the predominance of telephone communication or the lack of suitable services for ranchers on the net.

However, there is a small group of technologically innovative ranchers or "early adopters" (Rogers, 1983) beginning to explore the vast and ever growing electronic information world for services suitable and applicable for a ranching business. Those ranchers venturing onto the net are seeking information particular to their particular business, such as breeding and ranching information. Most ranchers do not communicate with each other or the outside world via electronic mail from the ranch, although some family members are accessing the net from non-ranch locations, as they work and seek education off the ranch.

Conclusion

A major aim of this initial survey was to collect basic data to form the basis for a larger study. The survey also begins to identify those "early adopter" ranchers taking up the reins of technological innovation for further study. Due to the changing nature of the American economy and business the evolution of the "electronic" or "digital" ranching community seems inevitable. How this will occur and the nature of the evolving "electronic" ranching community will be fascinating to observe.

Acknowledgement

This study is being initially funded by a Research Initiation Grant from the University of North Texas. The authors would also to thank Dick Gilbert, Executive Director of the Red Angus Association of America and members of the Association for their contribution and assistance to this study. We also thank Judy Bateman and the UNT Computer Services for their invaluable assistance in the data analysis.

References

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Center for Texas Studies. University of North Texas. (1995). Texas Studies Association Newsletter.

Chatman, E. (1992). The information world of retired women. Westport, CT: Greenwood Press.

Dee, C. R. (1990). Information needs of the rural physician: A descriptive study. Ph.D. dissertation. Florida State University.

Delany, N., & Chamala, S. (1986). Survey of Queensland farmers and graziers using interactive electronic media. Proceedings of the First Australian Online Information Conference, Sydney, 20-22 January 1986 (pp. 248-263).

Dervin, B., & Nilan, M. (1986). Information needs and uses, in: Annual Review of Information Science and Technology, 21, 3-33.

Dillman, D. (1991). Community needs and the rural public library. Wilson Library Bulletin,65 (9), 31-33.

Egan, B. L. (1992). Bringing advanced technology to rural America: The cost of technology adoption. Telecommunications Policy, 16 (1), 27-45.

Ellis, D., Cox, D., & Hall, K. (1993). A comparison of the information-seeking patterns of researchers in the physical and social sciences. Journal of Documentation, 49 (5), 356-360.

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Harris, R. M. (1988/1989). The information needs of battered women. RQ, 28 (1), 62-70.

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Red Angus Association of America. (1995). General information. American Red Angus, 31 (4), 4.

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For our purposes here, computer networks are defined as telecommunications links between computers. Examples of services include the commercial network providers such as America Online and CompuServe, the Internet, databases of information around the world, electronic bulletin boards and electronic mail services.

1. Do you use any of the following equipment? (Please check all that you use).

___ fax machine

___ modem

___ IBM compatible computer

___ CD-ROM drive

___ Macintosh computer

___ laptop/hand held computer

___ satellite dish

___ other _________________

2. Do you ever use any kind of computer network services on your ranch?

_____ No, I never use computer network services. Please go to question 3.

_____ Yes, I personally use computer network services. If yes, please answer

2a, 2b, and 2c.

2a. About what percent of your typical work week is spent using computer network services? ______ %

2b. How long have you been using a computer network services?

_________ years ________ months

2c. Why did you start using computer network services?

3. Do you or other members of your family use computer networks outside the home?

_____ No. Please go to question 4.

_____ Yes. If yes, please check all that apply.

At least one member of my family, staff, or I use computer networks at:

3a. ____ school/college

3b. ____ a work location away from the ranch

3c. ____ library

3d. ____ other _________________

6. VALUE AND USE OF COMPUTER NETWORK SERVICES

Please indicate if you have used any of the following network services. If you have used a service,

rate its value to you.

5. INFORMATION SOURCES USED BY CATTLE RANCHERS

Please indicate the value of each business information source you use.

4. TYPES OF INFORMATION NEEDED BY CATTLE RANCHERS

Please indicate the value of each type of information you need.

How to cite this paper:

Spink, Amanda & Hicks, Jane (1996)  "A study of the development of the digital ranch" Information Research, 2(3) Available at: http://informationr.net/ir/2-3/paper16.html

© the authors, 1996. Updated: 3rd April 2000