A Needs Assessment of Extension Personnel: Communication Channels & Educational Technologies

Abstract

Research has shown that distance education is a valid alternative to traditional face-to-face instruction. With the COVID-19 pandemic and accelerating technological advances, Extension personnel must adapt to technological trends, developing their skills and implementing them in the dissemination of research-based instruction and information. This qualitative study examined the competencies, motivation, and incentives of Extension specialists to adopt distance education services and resources through a centralized digital learning unit within the agency. Seven virtual, semi-structured interviews were conducted with previously identified specialists. Based on the findings, each participant was assigned to a category derived from Rogers’ (2003) Diffusion of Innovation model after considering their perceptions and usage of the innovation. Interview transcripts were then analyzed and coded to uncover themes related to the research questions, including knowledge of the innovation, ability to implement the innovation, preferences for communication channels, perceived competencies, and barriers preventing adoption. This study identified adoption strategies to increase Extension personnel engagement and adoption of services and support provided by the agency.