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Examining the Relationship between Geographic Groupings and Perspective of Critical Community Issues: An Audience Segmentation Analysis

Author

Listed:
  • Alyssa Schmidt

    (PowerSecure, Inc., Durham, NC 27703, USA)

  • Kevan W. Lamm

    (Department of Agricultural Leadership, Education & Communication, University of Georgia, Athens, GA 30602, USA)

  • Abigail Borron

    (Department of Agricultural Leadership, Education & Communication, University of Georgia, Athens, GA 30602, USA)

  • Alexa J. Lamm

    (Department of Agricultural Leadership, Education & Communication, University of Georgia, Athens, GA 30602, USA)

Abstract

The present study examined whether perception of critical community issues was dependent on respondents’ rurality, geographic region, or extension district in the state of Georgia, located in the southeastern United States. A non-probability sampling procedure was employed. A total of 3,374 responses were collected. Five critical community issue themes were analyzed: (1) youth and family development, (2) civic engagement and community development, (3) agriculture and economic development, (4) nutrition education and food availability, and (5) water. Descriptive statistics were analyzed. A series of chi-squared tests of independence were used to test for significant relationships between perception of critical community issues and geographic grouping. Statistically significant differences were observed between all groups (rurality, region, and district). Specifically, significant relationships were observed between all groups and perception of youth and family development and agriculture and economic development. A significant relationship between region and perception of civic engagement and community leadership was observed. Additionally, there was a significant relationship between rurality and water observed. The results indicate that programming efforts should be informed both by proximal communities as well as non-proximal communities sharing common characteristics.

Suggested Citation

  • Alyssa Schmidt & Kevan W. Lamm & Abigail Borron & Alexa J. Lamm, 2024. "Examining the Relationship between Geographic Groupings and Perspective of Critical Community Issues: An Audience Segmentation Analysis," Land, MDPI, vol. 13(5), pages 1-20, May.
    • Handle: RePEc:gam:jlands:v:13:y:2024:i:5:p:681-:d:1394028
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    References listed on IDEAS

    as
    1. Lena E. Etuk & Mallory L. Rahe & Mindy S. Crandall & Michaella Sektnan & Sally Bowman, 2013. "Rural leadership development: pathways to community change," Community Development, Taylor & Francis Journals, vol. 44(4), pages 411-425, October.
    2. Ebunoluwa Odeyemi & Kimberly Skobba, 2021. "Who is at the table? Civic engagement in small town housing decision-making," Local Government Studies, Taylor & Francis Journals, vol. 47(6), pages 1014-1036, November.
    3. Margherita Masi & Jorgelina Di Pasquale & Yari Vecchio & Fabian Capitanio, 2023. "Precision Farming: Barriers of Variable Rate Technology Adoption in Italy," Land, MDPI, vol. 12(5), pages 1-16, May.
    4. Kevan W. Lamm & Maddison Holder & Nekeisha L. Randall & Don W. Edgar & Alexa J. Lamm, 2021. "Agricultural Leadership Development Program Participant Personality and Demographic Characteristics: An Empirical Analysis," SAGE Open, , vol. 11(4), pages 21582440211, November.
    5. Kim Skobba & Karen Tinsley, 2016. "Addressing housing and neighborhood revitalization needs in Georgia’s rural and small towns: A study of the Georgia Initiative for Community Housing," Community Development, Taylor & Francis Journals, vol. 47(4), pages 449-463, July.
    6. Elmore, Kristen C. & Sumner, Rachel & Tifft, Megan & Forstrom, Melanie A. & Burrow, Anthony L., 2019. "Building collaborative youth development research-practice partnerships through Cooperative Extension," Children and Youth Services Review, Elsevier, vol. 105(C), pages 1-1.
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