Journal of Research
Year : 2002, Volume : 39, Issue : 2
First page : ( 236) Last page : ( 246)
Print ISSN : 0048-6019. Online ISSN : 2277-1271.

Predicting Media Behaviour of Farmers: A Case Study of Block Dehlon in Ludhiana District of Punjab

Dhar Ravi K

Department of Agril. Journalism, Language & Culture, Punjab Agricultural University, Ludhiana

Received:  4  July,  2000.

Abstract

This study has been carried out to analyze the relationship between farmers media behavior and factors such as age, education, family income and land holding, and also to develop a suitable linear regression model which can explain and predict the variability of farmer's media behaviour with the help of these variables. To this end, a random sample of 100 farmers from a cluster of five villages in block Dehlon of Ludhiana district of Punjab was taken. The study revealed that of all these independent variables taken together, only education had a statistically significant relationship with media behaviour. Considered separately, family income and land holding did have a statistically significant relationship with media behaviour but the relationship in each case was relatively weak as the coefficient of correlation in both the cases was very low. Since, education was found to be the single most important factor affecting media behaviour, the simple linear regression equation accepted for predicting media behaviour was: Y = a + bx, where Y is the dependent variable, x’ the independent variable of education, a’ the constant and b’ the coefficient.

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Keywords

Farmers’ media behaviour, Linear regression, Predicting media behaviour, Rural audiences, Socio-economic variables.

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