The Adoption of Ultrasound Technology for Pregnancy Determination by New Mexico Cow-Calf Producers

Abstract

The purpose of this study was to identify and describe the diffusion process and the rate of adoption of bovine ultrasound pregnancy determination by New Mexico cattle producers. The researcher from Texas A&M University and Caren Cowan from the New Mexico Cattle Producers Association collaborated on this work. Conclusions were drawn to provide suggestions on increasing the diffusion of ultrasound technology in New Mexico.

Data were collected from a sample of 99 producers in the state. Descriptive statistics such as frequencies and percentages of nominal data and means and standard deviations of intervally-scaled variables were employed to describe the sample of producers and their levels of familiarity and use of ultrasound technology. The following were among the findings.

Of the producers surveyed, most are using rectal palpation as their primary means of pregnancy determination. A small percentage of producers have adopted ultrasound and are using ultrasound alone, while another small percentage are using ultrasound in combination with other technologies to determine pregnancy in their herd. The diffusion process for ultrasound has begun and for some, it has been adopted. A plurality of producers are aware of the technology and know that it exists, with only a small percentage stating that they did not have any knowledge of the technology’s existence. Most producers were not aware of other producers who use ultrasound but would consider using ultrasound themselves.

Producers learned about ultrasound from a veterinarian or their friends with only a very small percentage learning about the technology from an extension agent/extension specialist. Producers stated that they are not in contact with an extension agent/extension specialist about their cattle operation. The producers identified that their primary barrier to the adoption of ultrasound is the cost of the veterinarian/technician to perform the procedure.

Recommendations were made based on these findings for use by the New Mexico Cooperative Extension Service and the New Mexico Cattle Growers Association seeking to effect change by the diffusion of new innovations.