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Barrett-O’Leary, M., B. Henning and A. Martin, 1996, Survey as an Education/Outreach Tool, Louisiana Sea Grant College Program Abstract from The Sixth International Zebra Mussel and Other Aquatic Nuisance Species Conference, Dearborn, Michigan, March 1996 Survey as an Education/Outreach ToolWhile surveying recreational boaters relative to zebra mussels and boat use, researchers sought to educate them about the exotic species. A 187,000 square mile inland lake in the western part of the state, Toledo Bend Reservoir, was selected as the project site. It has no zebra mussel infestation yet but is frequented by recreational boaters who also use waterbodies known to be infested by zebra mussels. Thus, this group could be assumed to be a potential vector for the overland movement of zebra mussels. Since the recreational boating public at Toledo Bend encompassed recreational boaters, as well as tournament and non-tournament anglers, the research team concluded that these recreational boaters could be considered a heterogeneous group. Therefore, both face-to-face interviews and a self-administered questionnaire were used for the survey process, corresponding to the activities of the boaters. The educational information about zebra mussels, boats, and freshwater habitats was made available during and after the interviews. An earlier approach by Connecticut Sea Grant considered the adoption of innovative practices to be solely a result of diffusion. For the Louisiana study, the diffusion of information and the subsequent adoption of innovative practices was also considered to be a function of the social distance between the research community and the target audience. In other words, diffusing information alone does not ensure its adoption; ultimately, meaning must be maintained for the target audience. During this project, the two researchers, Martin and Henning accumulated data which confirmed earlier research that the diffusion/adoption processes are not the same for all persons, and that innovations will not be adopted exclusively to secure implied benefits. Consistent with earlier agricultural research, the perceptions of the problem by the target audience and not necessarily those of the research community are of particular significance in the adoption of innovations. The face-to-face interview offered an opportunity to increase the researchers’ understanding of the target audience’s perceptions. Analysis of data confirmed the heterogeneity of this group, and their understanding of zebra mussel issues varied. Within the group, there was a moderate and significant correlation between understanding and educational attainment while the correlation between understanding and occupational prestige was weaker and less significant. The correlations between understanding of the zebra mussel issues and the combination of education and level of occupational prestige were weak and insignificant, further demonstrating the group’s heterogeneity. These findings suggest that random or wholesale distribution of a variety of educational materials on zebra mussels does not guarantee that the target audience will adopt practices that will slow their spread. At the same time, production of a different zebra mussel publication for each of the boater segments within this target audience is neither cost- nor time-effective. The more informal nature of the face-to-face interview dockside prior to and during the survey process provided insight into aspects of zebra mussel infestation which were most significant for those interviewed. A complete description of the data and conclusions that led to these determinations will soon be published by Martin and Henning. Those interested in replicating this analysis may contact Louisiana Sea Grant for more information. Keywords: Outreach, Zebra_mussel, Colonization |