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**American Customer Satisfaction Index**

**Report on**

**NATURAL RESOURCES CONSERVATION SERVICE (NRCS)**

**DEPARTMENT OF AGRICULTURE**

**April 2001**

  ---------------- --------------------------------------------------------- ---------
  **Table of                                                                 
  Contents**                                                                 

                                                                             Page

  I                Introduction & Methodology                                3

                   a\. Introduction                                          3

                   b\. Overview of ACSI Modeling                             4

                   c\. Customer Segment Choice                               4

                   d\. Customer Sample                                       4

                   e\. Questionnaire & Interviewing                          5

                   f\. Customer Responses and Respondent Profile             5

                                                                             

  II               Results                                                   6

                   a\. Model Indices                                         6

                   b\. Type of Technical Assistance Received                 8

                   c\. Satisfaction (ACSI)                                   8

                   d\. Drivers of Satisfaction                               10

                   e\. Outcomes of Satisfaction                              10

                   f\. Using the Model                                       10

                   g\. Summary                                               11

                                                                             

  **Appendices**                                                             

                                                                             

  A                Survey Questionnaire                                      12

  B                Frequencies and Means of Survey Questions                 20
  ---------------- --------------------------------------------------------- ---------

**Chapter I**

**Introduction & Methodology**

**a. Introduction**

This report is on customer satisfaction of those who have received
Conservation Technical Assistance (CTA) in the past year from the
Natural Resources Conservation Service (NRCS) of the U.S. Department of
Agriculture. NRCS is the Department of Agriculture\'s lead conservation
agency. The methodology used for this study is that of the American
Customer Satisfaction Index (ACSI) which combines survey input with
cause and effect modeling to produce indices of satisfaction, and the
drivers and outcomes of satisfaction.

In 1999, the American Customer Satisfaction Index (ACSI) was expanded to
include 31 customer segments of 30 Federal agencies in 12 departments
and seven non-departmental agencies and administrations. Most of the
agencies for which customer satisfaction was measured are high impact
agencies that deal with 90% of the government's public customers. Each
agency chose a customer segment relevant to the central mission of the
agency within which to assess customer satisfaction. The 1999 measure
was the first cross-agency measure of customer satisfaction using the
comparable methodology of the ACSI. The study for the original 31
customer segments was repeated in 2000. For this present study an
additional 32 customer segments are being measured for the first time in
2001.

Since 1994, the American Customer Satisfaction Index has been a national
indicator of customer evaluations of the quality of goods and services
available to U.S. residents. It is the only uniform,
cross-industry/government measure of customer satisfaction. It produces
indices of satisfaction, its causes and effects, for seven economic
sectors, 29 industries, approximately 180 private sector companies, two
types of local government services, the U.S. Postal Service and, now, a
substantial portion of federal government. ACSI allows benchmarking
between the public and private sectors, and for each customer segment,
between one year\'s result and the next. While using a common
methodology, ACSI produces information unique to each agency on how its
activities that interface with the public affect the satisfaction of
customers. The effects of satisfaction are estimated, in turn, on
specific objectives (such as public trust in the agency).

b.  **Overview of ACSI Methodology**

ACSI uses a tested, multi-equation, econometric model, shown in
Figure 1. Input to the cause and effect model comes from surveys of
customers of each measured company/agency. For private sector
industries, company scores for satisfaction (ACSI) and other model
components are weighted by company revenues to produce industry indices.
Industry indices are weighted by revenues to product economic sector
indices. The sector indices, in turn, are weighted by the sector\'s
contribution to the Gross Domestic Product (GDP) to produce the national
ACSI. For the federal government agencies, each is weighted by the
budget expended on activities for the chosen customer segment to produce
a federal government ACSI.

The ACSI is updated on a rolling basis with data from 1-2 sectors
collected each quarter and used to replace data collected the prior
year. Each company or agency is measured annually.

Each federal government agency serves many segments of the public, both
those internal to government and external users. For the ACSI
measurement, each agency is asked to identify a major customer user
segment, central to its mission, for which to measure satisfaction, and
the causes and effects of that satisfaction.

c.  **Customer Segment Choice**

The Natural Resources Conservation Service selected as its customer
segment recipients of Conservation Technical Assistance (CTA) in the
past year.

d.  **Customer Sample**

In late 2000, NRCS supplied the National Quality Research Center (NQRC)
at the University of Michigan Business School with a random sample of
names, addresses and phone numbers of 2,500 CTA recipients within the
past year. From this list NQRC selected a random subsample for
interview. Respondents were promised anonymity.

**e. Questionnaire and Interviewing**

The questionnaire used is shown in Appendix A. It was designed to be
agency-specific in terms of activities and outcomes, and introductions
to the questionnaire and to specific question areas. However, it follows
a format common to all federal agency questionnaires, that allows cause
and effect modeling using the ACSI model.

Customer interviews were conducted by telephone between March 6 and
March 11, 2001, by professional interviewers of Market Strategies, Inc.
working under monitored supervision from a central phone room.
Interviewers used CATI (computer-assisted-telephone-interviewing)
terminals programmed for the specific questionnaire. Two hundred and
sixty (260) interviews were completed.

f.  **Customer Responses and Respondent Profile**

Customer responses to all questions are shown as frequency tables in
Appendix B. Appendix B also shows the means of all scaled questions.

A demographic profile of those who responded to the NRCS survey shows
that 83.5% are males, 16.5% females. By age, 5.4% are under 35; 15.5%
are 35-44; 31.4% are 45-54; 25.2% are 55-64; 16.7% are 65-74 and 5.8%
are 75 or over.

Education levels are high: 13.5% have post-graduate education; 31.3% are
college graduates; 27% have some college or associate degree; 23.9% are
high school graduates and only 4.2% have less than high school education

Ethnically, 3.9% are Hispanic or Latino. Racially, 89.1% are white; 5.1%
African American and 2.3% are American Indian/Alaskan native; 3.5%
reported \"other race.\"

Reflecting their high education levels, incomes are also high: 67.3%
have household incomes of \$40,000 or higher. 18.3% have incomes of
\$100,000 or higher.

Asked what their primary means for obtaining services from NRCS is,
48.1% used telephone; 44.6% visited the agency; 2.7% used written
communication and 1.9% used email/internet, while 2.7% used others means
of communication.

The interviewed respondents reported that the classification that best
describes him or her is

  -------------------------------------------- --------------------------
  **Respondent Identification**                **%**

  Farmer                                       69.6%

  Rancher                                      15.7%

  Non-agriculture                              13.3%
  -------------------------------------------- --------------------------

**Chapter II**

**ACSI Results**

a.  **Model Indices**

The government agency ACSI model is a variation of the model used to
measure private sector companies. Both were developed at the National
Quality Research Center of the University of Michigan Business School.
Whereas the model for private sector, profit-making, companies measures
Customer Loyalty as the principal outcome of satisfaction (measured by
questions on repurchase intention and price tolerance), each government
agency, defined the outcome most important to it for the customer
segment measured. Each agency also identified the principal activities
that interface with its customers. The effects of these activities on
customer satisfaction/dissatisfaction are estimated by the model.

Thus the model, shown in Figure 1 for National Conservation Research
Service should be viewed as a cause and effect model that moves from
left to right, with satisfaction (ACSI) in the middle. The circles are
multi-variable components that are measured by several questions
(question topics are shown at the tips of the small arrows). The large
arrows connecting the components in the circles represent the strength
of the effect of the component on the left to the one to which the arrow
points on the right. These arrows represent \"impacts.\" The larger the
number on the arrow, the more effect the component on the left has on
the one on the right.

The 2001 NCRS model for recipients of Conservation Technical Assistance
in the past year is shown as Figure 1. The meanings of the numbers shown
in the model are the topic of the rest of this chapter.

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b.  **Type of Technical Assistance Received**

Before examining customer satisfaction, it is well to consider the type
of technical assistance past year customers received. For most, the
primary form of CTA is planning.

  --------------------- ----------- ----------- ----------- ----------- -----------
  **Type of CTA**       **%                                             
                        Mention**                                       

                        **1^st^**   **2^nd^**   **3^rd^**   **4^th^**   **Total**

  Planning              72          4           0           0           76

  Resource information  7           48          2           1           58

  Design or application 12          11          41          0           64

  Financial assistance  7           7           6           35          55

  Other                 2           1           0           0           3

  No further mention    \--         29          51          64          \--
  --------------------- ----------- ----------- ----------- ----------- -----------

**c. Satisfaction: ACSI**

The ACSI is a weighted average of three questions, Q11, Q12, and Q13, in
the questionnaire in Appendix A. The questions are answered on 1-10
scales, but the weighted average is transposed and reported as an index
on a 0-100 scale.[^1] The three questions measure: Overall satisfaction
(Q11); Fallen short of or exceeded expectations (Q12); and Comparison to
an ideal (Q13). The model does the weighting to maximize the effect of
satisfaction on the agency outcome, Trust, at the bottom right of the
model in Figure 1.

**The 2001 customer satisfaction index (ACSI) for NCRS for customers who
received Conservation Technical Assistance is 81 on a 0-100 scale.**
This score is substantially higher than the national ACSI score for
private sector services of 71.2 at the end of the fourth quarter of 2000
and the 2000 Federal government index of 68.6. NCRS technical assistance
is regarded far more highly than most services.

**d. Drivers of Satisfaction**

NCRS identified three activities that interface with its technical
assistance recipients. These are: CTA itself, measured by questions on
its convenience (Q2) and usefulness (Q3); Information on Conservation,
measured by its accessibility (Q4) and clarity (Q5); and Customer
Assistance, measured by questions on courtesy (Q6) and professionalism
(Q7). The indices for each of the three activities are weighted averages
of these questions.

Two other components are major drivers of satisfaction. The first is the
customer\'s expectations of the overall quality of NCRS Conservation
Technical Assistance \-- expectations prior to use or, for longer term
users, prior to recent use (Q1). The second is his/her perception of the
overall quality of the Conservation Technical Assistance after having
had experience with that assistance (Q10).

  ----------------------------------------------------------- -----------
  **Table 1: Drivers of Satisfaction**                        

                                                              

  **Activities That Drive Satisfaction:**                     

                                                              

  CONSERVATION TECHNICAL ASSISTANCE                           86

  INFORMATION ON CONSERVATION                                 86

  CUSTOMER SERVICE                                            94

                                                              

  **Major Drivers of Satisfaction**                           

                                                              

  CUSTOMER EXPECTATIONS (Anticipated Quality of NRCS          80
  Conservation Technical Assistance)                          

                                                              

  PERCEIVED QUALITY (Experienced Quality of Conservation      88
  Technical Assistance)                                       
  ----------------------------------------------------------- -----------

NCRS scores on the drivers of satisfaction are all outstanding. Scores
of 80 or higher are considered very good in the American Customer
Satisfaction Index and scores in the 90s or near 90s are excellent. In
particular, NCRS personnel who deliver technical assistance receive high
ratings.

The delivered technical assistance exceeds the expectations customers
have before receiving it.

**e. Outcomes of Customer Satisfaction**

[Customer Complaints]{.underline}

One in 10 customers has complained (11%) in the past year but 69% of
those who did so rated their complaint as \"handled very well\" (7-10 on
a 1-10 scale) and 83% of the complainers said it was easy to make a
complaint (7-10 on a 1-10 scale).

[Trust]{.underline}

The outcome NCRS wants from satisfied customers of Conservation
Technical Assistance is their Trust in that assistance. Trust is
measured by two questions on whether the customer will become an
advocate, saying positive things about CTA (Q15 ), and whether the
customer will be loyal by requesting services or information from NCRS
in the future.

**The index of Trust is 90 on a 0-100 scale, an extremely high level of
trust.**

On 1-10 scales, past year users rate saying positive things about CTA at
9.0 and their likelihood of requesting services in the future at 9.3.

**f. Using the Model**

Now, it is time to look again at the model for NCRS in Figure 1 to
examine the multivariate components in context, and to look at the
effects, or \"impact\" of each component on subsequent components.

Customer Service has the highest impact on Perceived Quality and this is
an activity for which the score for NCRS Conservation Technical
Assistance is almost as high as it can get. The assistance itself and
the information about it have near equal impacts, with CTA slightly
higher than Information.

Impact scores should be read as the effect on the subsequent component
if the component at the tail of the arrow were to be improved by 5
points. Thus if Conservation Technical Assistance in terms of
convenience and usefulness were improved by 5 points, Perceived Quality
would go up from 88 to 89.6 (88+1.6). Customer Satisfaction (ACSI)
would, in turn increases by 1.4 to become 82.4.[^2]

Perceived Quality has a very strong impact on satisfaction. A 5-point
improvement in quality would raise satisfaction by 4.4 points to 85.4.

With scores as high as those for NCRS activities related to Conservation
Technical Assistance and the perception of quality of that assistance,
it will be difficult to push ratings higher.

**g. Summary**

The American Customer Satisfaction Index study for NCRS is so positive,
that the best advice for NCRS is to maintain the present level of
Conservation Technical Assistance by keeping it current, useful, and
delivered by staff as courteous and professional as those now delivering
the assistance. While marginal improvements in CTA and Information on
Conservation are always desirable, no major ones need to be made so long
as both the assistance and information are kept up-to-date.

**APPENDIX A**

**SURVEY QUESTIONNAIRE**

**2001 ACSI Questionnaire for the**

**Natural Resources Conservation Service (NRCS)**

### H01122

**Agency NRCS 2001**

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## 

## Move in Contact Name from sample

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### May I speak with \[RESTORE CONTACT NAME\]?

Hello, I\'m (NAME) calling on behalf of the University of Michigan and
the U.S. Department of Agriculture Natural Resources Conservation
Service\--formerly called the Soil Conservation Service\--and now
referred to as NRCS. We are conducting research on how satisfied users
are with services provided by Federal government agencies and private
companies as part of the American Customer Satisfaction Index. You may
have read something about the American Customer Satisfaction Index in
*USA Today* or your local newspaper.

Today I want to ask you about conservation technical assistance you have
received from the Natural Resources Conservation Service of the U.S.
Department of Agriculture. The purpose of the research is to help NRCS
improve its services to you and to people like you. Your answers are
voluntary, but your opinions are very important for this research. Your
name will be held completely confidential and never connected to your
answers. This interview will take 8-10 minutes and is authorized by
Office of Management and Budget Control No. 3090-0271

**\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_**

QA. Just to confirm, have you received conservation technical assistance
from the Natural Resources Conservation Service in the past two years?

1.  Yes {CONTINUE}

2.  No {TERMINATE}

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98. Don't Know {TERMINATE}

99. Refused {TERMINATE}

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Now, I am going to ask you some questions about the NRCS services with
which you have had experience.

Q1. Before you requested conservation technical assistance from NRCS,
you probably knew something about the program. Now think back and
remember your expectations of the overall quality of NRCS conservation
technical assistance. Please give me a rating on a 10 point scale on
which \"1\" means your expectations were \"not very high\" and \"10\"
means your expectations were \"very high.\"

How would you rate your expectations of the overall quality of NRCS
conservation technical assistance?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q2. Think about the convenience of receiving conservation technical
assistance from NRCS. Again, we will use a 10 point scale on which \"1\"
means \"not at all convenient\" and \"10\" means \"very convenient.\"
How convenient for you was receiving conservation technical assistance
from NRCS?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q3. How useful was the conservation technical assistance you received
from NRCS in terms of being effective and helpful? Using a 10 point
scale on which \"1\" means \"not at all useful\" and \"10\" means \"very
useful,\" how useful was the conservation technical assistance you
received from NRCS?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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And next, considering information from NRCS that you received...

Q4. How difficult or easy was it to get information about conservation
from NRCS? Using a 10 point scale on which \"1\" means \"very difficult
to get\" and \"10\" means \"very easy to get,\" how difficult or easy
was it to get information about conservation?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q5. Was the information about conservation that you received from NRCS
clear and understandable? Using a 10 point scale on which \"1\" means
\"not at all clear and understandable\" and \"10\" means \"very clear
and understandable,\" how clear and understandable was the information?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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And thinking about customer service...

Q6. How courteous were the NRCS personnel? Using a 10 point scale on
which \"1\" means \"not at all courteous\" and \"10\" means \"very
courteous,\" how courteous were the NRCS personnel?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q7. How professional were the NRCS personnel in terms of being
knowledgeable? Using a 10-point scale on which \"1\" means \"not at all
professional\" and \"10\" means \"very professional,\" how professional
were the NRCS personnel?

\[RECORD RATING 1-10\]

98 Don\'t know

> 99 Refused

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Q8. Not Asked

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Q9. Not Asked

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Q10. Please consider all your experiences in the past two years with
NRCS. Using a 10 point scale, on which \"1\" means \"not very high\" and
\"10\" means \"very high,\" how would you rate the OVERALL QUALITY of
the conservation technical assistance you received from NRCS?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Satisfaction includes many things. Let\'s move on and talk about your
overall satisfaction with NRCS.

Q11. First, please consider all your experiences to date with NRCS.
Using a 10 point scale on which "1" means "very dissatisfied" and 10
means "very satisfied," how SATISFIED are you with NRCS?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q12. Considering all of your expectations, to what extent has NRCS
fallen short of or exceeded your expectations? Using a 10 point scale on
which \"1\" now means \"falls short of your expectations\" and \"10\"
means \"exceeds your expectations,\" to what extent has NRCS fallen
short of or exceeded your expectations?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q13. Forget NRCS for a moment. Now, I want you to imagine an ideal
service that provides help and information on conservation. (PAUSE) How
well do you think NRCS compares with that ideal service? Please use a 10
point scale on which \"1\" means \"not very close to the ideal,\" and
\"10\" means \"very close to the ideal.\"

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Next, I want you to think about any communication you may have had with
NRCS regarding complaints about your experience.

Q14. Have you complained about NRCS within the past year?

1 Yes

2 No

98 Don\'t know

99 Refused

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{IF Q14 = 1, ASK Q14A -- 14B; OTHERWISE GO TO Q15}

Q14A. How well, or poorly, was your most recent complaint about NRCS
handled? Using a 10 point scale on which "1" means "handled very poorly"
and "10" means "handled very well," how would you rate the handling of
your complaint about NRCS?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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# Q14B. How difficult or easy was it to make your most recent complaint about NRCS? Using a 10 point scale on which "1" means "very difficult" and "10" means "very easy," how difficult or easy was it to make a complaint about NRCS?

# 

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q15. If asked, how willing would you be to say positive things about
NRCS? Using a 10 point scale on which \"1\" means \"not at all willing\"
and \"10\" means \"very willing,\" how willing would you be to say
positive things about NRCS?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q16. How likely is it that you will request service from NRCS for
conservation technical assistance or other services or information in
the future? Using a 10 point scale on which \"1\" means \"very
unlikely\" and \"10\" means \"very likely,\" how likely is it that you
will request services or information from NRCS in the future?

\[RECORD RATING 1-10\]

98 Don\'t know

99 Refused

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Q17. What is the **PRIMARY** means you use to obtain services from NRCS?
(READ CODES 1-6 IF NECESSARY; ACCEPT ONE MENTION)

1.  E-mail

2.  Internet/World Wide Web

3.  Telephone call

4.  Visit to agency office

5.  Written communication

6.  Some other means

7.  Not applicable/do not obtain services from this agency \[VOL\]

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98. Don\'t know

99. Refused

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**Now, we need to ask a few demographic questions for the ACSI consumer
profile...**

D1. What is your age, please?

\[RECORD NUMBER OF YEARS 1-97\] \_\_\_\_\_\_\_

98 Don't know

99 Refused

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D2. What is the highest level of formal education you completed? (READ
CODES 1-5)

1 Less than high school

2 High school graduate

3 Some college or associate degree

4 College graduate

5 Post-Graduate

98 Don't know

99 Refused

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D3. Are you of Hispanic, Latino or Spanish origin?

1 Yes

2 No

98 Don't know

#####  99 Refused

**\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_**

D4. Do you consider your race(s) as: (READ CODES 1-5, ACCEPT UP TO 5
MENTIONS)

1 White

2 Black or African American

3 American Indian or Alaska Native

4.  Asian

5.  Native Hawaiian or other Pacific Islander

6 (DO NOT READ) Other race

98 Don't know

> 99 Refused

**\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_**

D5. What was your total annual family income in 2000? (READ CODES 1-7 AS
NECESSARY) (READ IF NECESSARY: Before taxes)

1.  Under \$20,000

2.  \$20,000 but less than \$30,000

3.  \$30,000 but less than \$40,000

4.  40,000 but less than \$60,000

5.  \$60,000 but less than \$80,000

6.  \$80,000 but less than \$100,000

7.  \$100,000 or more

```{=html}
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```
98. Don't know

99. Refused

**\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_**

D6. \[RECORD GENDER BY OBSERVATION\]

1 Male

2.  Female

**\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_**

NRCS1. Which of the following NRCS classifications BEST describes you?
(READ CODES 1-3; ACCEPT ONE MENTION))

1 Farmer

2 Rancher

3.  Non-agriculture

> 98 Don't know

99 Refused

**\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_**

(PROGRAMMING NOTE: DO **NOT** INCLUDE "SPECIFY" FOR RESPONSE OPTION '5'
BELOW)

NRCS2. Regarding your contact with NRCS, what kind of assistance,
service, or information did you receive? (READ CODES 1-4; ACCEPT FOUR
MENTIONS)

1 Planning

> 2 Resource information

3 Design or application

> 4 Financial assistance

5 Other \[VOL\]

> 98 Don\'t know
>
> 99 Refused

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

**APPENDIX B**

**FREQUENCIES AND MEANS OF SURVEY QUESTIONS**

Q1. Before you requested conservation technical assistance from NRCS,
you probably knew something about the program. Now think back and
remember your expectations of the overall quality of NRCS conservation
technical assistance. Please give me a rating on a 10 point scale on
which \"1\" means your expectations were \"not very high\" and \"10\"
means your expectations were \"very high.\"

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 1 .4 .4 .4

2 3 1.2 1.2 1.6

3 1 .4 .4 2.0

4 6 2.3 2.3 4.3

5 19 7.3 7.4 11.7

6 7 2.7 2.7 14.5

7 33 12.7 12.9 27.3

8 68 26.2 26.6 53.9

9 42 16.2 16.4 70.3

10 76 29.2 29.7 100.0

Don\'t know 98 4 1.5 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.141

Valid cases 256 Missing cases 4

Q2. Think about the convenience of receiving conservation technical
assistance from NRCS. Again, we will use a 10 point scale on which \"1\"
means \"not at all convenient\" and \"10\" means \"very convenient.\"
How convenient for you was receiving conservation technical assistance
from NRCS?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 1 .4 .4 .4

2 2 .8 .8 1.2

3 3 1.2 1.2 2.3

5 7 2.7 2.7 5.1

6 10 3.8 3.9 9.0

7 20 7.7 7.8 16.8

8 59 22.7 23.0 39.8

9 60 23.1 23.4 63.3

10 94 36.2 36.7 100.0

Don\'t know 98 2 .8 Missing

Refused 99 2 .8 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.598

Valid cases 256 Missing cases 4

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Q3. How useful was the conservation technical assistance you received
from NRCS in terms of being effective and helpful? Using a 10 point
scale on which \"1\" means \"not at all useful\" and \"10\" means \"very
useful,\" how useful was the conservation technical assistance you
received from NRCS?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 3 1.2 1.2 1.2

2 1 .4 .4 1.5

3 3 1.2 1.2 2.7

4 1 .4 .4 3.1

5 3 1.2 1.2 4.2

6 8 3.1 3.1 7.3

7 23 8.8 8.9 16.2

8 37 14.2 14.3 30.5

9 58 22.3 22.4 52.9

10 122 46.9 47.1 100.0

Don\'t know 98 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.803

Valid cases 259 Missing cases 1

Q4. How difficult or easy was it to get information about conservation
from NRCS? Using a 10 point scale on which \"1\" means \"very difficult
to get\" and \"10\" means \"very easy to get,\" how difficult or easy
was it to get information about conservation?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 2 .8 .8 .8

2 1 .4 .4 1.2

4 1 .4 .4 1.5

5 6 2.3 2.3 3.8

6 9 3.5 3.5 7.3

7 18 6.9 6.9 14.2

8 41 15.8 15.8 30.0

9 56 21.5 21.5 51.5

10 126 48.5 48.5 100.0

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.885

Valid cases 260 Missing cases 0

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Q5. Was the information about conservation that you received from NRCS
clear and understandable? Using a 10 point scale on which \"1\" means
\"not at all clear and understandable\" and \"10\" means \"very clear
and understandable,\" how clear and understandable was the information?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 1 .4 .4 .4

3 4 1.5 1.5 1.9

4 1 .4 .4 2.3

5 9 3.5 3.5 5.8

6 8 3.1 3.1 8.8

7 22 8.5 8.5 17.3

8 61 23.5 23.5 40.8

9 50 19.2 19.2 60.0

10 104 40.0 40.0 100.0

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.623

Valid cases 260 Missing cases 0

Q6. How courteous were the NRCS personnel? Using a 10 point scale on
which \"1\" means \"not at all courteous\" and \"10\" means \"very
courteous,\" how courteous were the NRCS personnel?

Valid Cum

Value Label Value Frequency Percent Percent Percent

3 1 .4 .4 .4

5 1 .4 .4 .8

6 3 1.2 1.2 1.9

7 3 1.2 1.2 3.1

8 15 5.8 5.8 8.9

9 40 15.4 15.4 24.3

10 196 75.4 75.7 100.0

Don\'t know 98 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 9.602

Valid cases 259 Missing cases 1

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Q7. How professional were the NRCS personnel in terms of being
knowledgeable? Using a 10 point scale on which \"1\" means \"not at all
professional\" and \"10\" means \"very professional,\" how professional
were the NRCS personnel?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 2 .8 .8 .8

2 1 .4 .4 1.2

5 1 .4 .4 1.5

6 5 1.9 1.9 3.5

7 13 5.0 5.0 8.5

8 29 11.2 11.2 19.6

9 59 22.7 22.7 42.3

10 150 57.7 57.7 100.0

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 9.204

Valid cases 260 Missing cases 0

Q10. Please consider all your experiences in the past two years with
NRCS. Using a 10 point scale, on which \"1\" means \"not very high\" and
\"10\" means \"very high,\" how would you rate the OVERALL QUALITY of
the conservation technical assistance you received from NRCS?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 2 .8 .8 .8

2 1 .4 .4 1.2

4 2 .8 .8 1.9

5 3 1.2 1.2 3.1

6 3 1.2 1.2 4.3

7 14 5.4 5.4 9.7

8 56 21.5 21.7 31.4

9 66 25.4 25.6 57.0

10 111 42.7 43.0 100.0

Don\'t know 98 2 .8 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.895

Valid cases 258 Missing cases 2

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Q11. First, please consider all your experiences to date with NRCS.
Using a 10 point scale on which "1" means "very dissatisfied" and 10
means "very satisfied," how SATISFIED are you with NRCS?

> Valid Cum

Value Label Value Frequency Percent Percent Percent

1 4 1.5 1.5 1.5

2 2 .8 .8 2.3

3 1 .4 .4 2.7

5 7 2.7 2.7 5.4

6 6 2.3 2.3 7.7

7 20 7.7 7.7 15.4

8 55 21.2 21.2 36.7

9 61 23.5 23.6 60.2

10 103 39.6 39.8 100.0

Don\'t know 98 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.653

Valid cases 259 Missing cases 1

Q12. Considering all of your expectations, to what extent has NRCS
fallen short of or exceeded your expectations? Using a 10 point scale on
which \"1\" now means \"falls short of your expectations\" and \"10\"
means \"exceeds your expectations,\" to what extent has NRCS fallen
short of or exceeded your expectations?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 4 1.5 1.6 1.6

2 2 .8 .8 2.3

3 3 1.2 1.2 3.5

4 3 1.2 1.2 4.7

5 17 6.5 6.6 11.3

6 11 4.2 4.3 15.6

7 30 11.5 11.7 27.2

8 84 32.3 32.7 59.9

9 40 15.4 15.6 75.5

10 63 24.2 24.5 100.0

Don\'t know 98 2 .8 Missing

Refused 99 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 7.984

Valid cases 257 Missing cases 3

Q13. Forget NRCS for a moment. Now, I want you to imagine an ideal
service that provides help and information on conservation. (PAUSE) How
well do you think NRCS compares with that ideal service? Please use a 10
point scale on which \"1\" means \"not very close to the ideal,\" and
\"10\" means \"very close to the ideal.\"

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 7 2.7 2.8 2.8

2 1 .4 .4 3.2

3 2 .8 .8 4.0

4 2 .8 .8 4.9

5 8 3.1 3.2 8.1

6 13 5.0 5.3 13.4

7 45 17.3 18.2 31.6

8 57 21.9 23.1 54.7

9 44 16.9 17.8 72.5

10 68 26.2 27.5 100.0

Don\'t know 98 13 5.0 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.049

Valid cases 247 Missing cases 13

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Q14. Have you complained about NRCS within the past year?

Valid Cum

Value Label Value Frequency Percent Percent Percent

Yes 1 29 11.2 11.2 11.2

No 2 230 88.5 88.8 100.0

Don\'t know 98 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 259 Missing cases 1

Q14A. How well, or poorly, was your most recent complaint about NRCS
handled? Using a 10 point scale on which "1" means "handled very poorly"
and "10" means "handled very well," how would you rate the handling of
your complaint about NRCS?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 4 1.5 13.8 13.8

5 4 1.5 13.8 27.6

6 1 .4 3.4 31.0

7 5 1.9 17.2 48.3

8 5 1.9 17.2 65.5

9 4 1.5 13.8 79.3

10 6 2.3 20.7 100.0

. 231 88.8 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 6.931

Valid cases 29 Missing cases 231

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

# Q14B. How difficult or easy was it to make your most recent complaint about NRCS? Using a 10 point scale on which "1" means "very difficult" and "10" means "very easy," how difficult or easy was it to make a complaint about NRCS?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 1 .4 3.4 3.4

2 1 .4 3.4 6.9

3 1 .4 3.4 10.3

4 1 .4 3.4 13.8

5 1 .4 3.4 17.2

7 3 1.2 10.3 27.6

8 4 1.5 13.8 41.4

9 9 3.5 31.0 72.4

10 8 3.1 27.6 100.0

. 231 88.8 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 7.897

Valid cases 29 Missing cases 231

Q15. If asked, how willing would you be to say positive things about
NRCS? Using a 10 point scale on which \"1\" means \"not at all willing\"
and \"10\" means \"very willing,\" how willing would you be to say
positive things about NRCS?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 4 1.5 1.5 1.5

5 8 3.1 3.1 4.6

6 7 2.7 2.7 7.3

7 17 6.5 6.6 13.9

8 37 14.2 14.3 28.2

9 38 14.6 14.7 42.9

10 148 56.9 57.1 100.0

Don\'t know 98 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 8.969

Valid cases 259 Missing cases 1

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Q16. How likely is it that you will request service from NRCS for
conservation technical assistance or other services or information in
the future? Using a 10 point scale on which \"1\" means \"very
unlikely\" and \"10\" means \"very likely,\" how likely is it that you
will request services or information from NRCS in the future?

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 4 1.5 1.5 1.5

2 1 .4 .4 1.9

5 5 1.9 1.9 3.9

6 5 1.9 1.9 5.8

7 7 2.7 2.7 8.5

8 21 8.1 8.1 16.6

9 25 9.6 9.7 26.3

10 191 73.5 73.7 100.0

Don\'t know 98 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 9.317

Valid cases 259 Missing cases 1

Q17. What is the PRIMARY means you use to obtain services from NRCS?

Valid Cum

Value Label Value Frequency Percent Percent Percent

E-mail 1 4 1.5 1.5 1.5

Internet/World Wide 2 1 .4 .4 1.9

Telephone call 3 125 48.1 48.1 50.0

Visit to agency office 4 116 44.6 44.6 94.6

Written communication 5 7 2.7 2.7 97.3

Some other means 6 7 2.7 2.7 100.0

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 260 Missing cases 0

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

D1. What is your age, please?

Valid Cum

Value Label Value Frequency Percent Percent Percent

26 1 .4 .4 .4

28 2 .8 .8 1.2

30 1 .4 .4 1.6

32 4 1.5 1.6 3.1

33 3 1.2 1.2 4.3

34 3 1.2 1.2 5.4

36 3 1.2 1.2 6.6

37 4 1.5 1.6 8.1

38 3 1.2 1.2 9.3

39 1 .4 .4 9.7

40 6 2.3 2.3 12.0

41 2 .8 .8 12.8

42 10 3.8 3.9 16.7

43 7 2.7 2.7 19.4

44 4 1.5 1.6 20.9

45 8 3.1 3.1 24.0

46 5 1.9 1.9 26.0

47 8 3.1 3.1 29.1

48 9 3.5 3.5 32.6

49 20 7.7 7.8 40.3

50 8 3.1 3.1 43.4

51 1 .4 .4 43.8

52 9 3.5 3.5 47.3

53 8 3.1 3.1 50.4

54 5 1.9 1.9 52.3

55 8 3.1 3.1 55.4

56 9 3.5 3.5 58.9

57 10 3.8 3.9 62.8

58 6 2.3 2.3 65.1

D1. What is your age, please?

59 9 3.5 3.5 68.6

60 8 3.1 3.1 71.7

61 2 .8 .8 72.5

62 5 1.9 1.9 74.4

63 5 1.9 1.9 76.4

64 3 1.2 1.2 77.5

65 6 2.3 2.3 79.8

66 7 2.7 2.7 82.6

67 3 1.2 1.2 83.7

68 3 1.2 1.2 84.9

69 3 1.2 1.2 86.0

70 5 1.9 1.9 88.0

71 5 1.9 1.9 89.9

72 4 1.5 1.6 91.5

73 4 1.5 1.6 93.0

74 3 1.2 1.2 94.2

75 4 1.5 1.6 95.7

76 3 1.2 1.2 96.9

77 5 1.9 1.9 98.8

78 1 .4 .4 99.2

80 1 .4 .4 99.6

82 1 .4 .4 100.0

Refused 99 2 .8 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Mean 54.248

Valid cases 258 Missing cases 2

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

D2. What is the highest level of formal education you completed?

Valid Cum

Value Label Value Frequency Percent Percent Percent

Less than high school 1 11 4.2 4.2 4.2

High school graduate 2 62 23.8 23.9 28.2

Some college or associates 3 70 26.9 27.0 55.2

College graduate 4 81 31.2 31.3 86.5

Post-Graduate 5 35 13.5 13.5 100.0

Don\'t know 98 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 259 Missing cases 1

D3. Are you of Hispanic, Latino or Spanish origin?

Valid Cum

Value Label Value Frequency Percent Percent Percent

Yes 1 10 3.8 3.9 3.9

No 2 247 95.0 96.1 100.0

Don\'t know 98 2 .8 Missing

Refused 99 1 .4 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 257 Missing cases 3

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

D401. Do you consider your race(s) as: (FIRST MENTION)

Valid Cum

Value Label Value Frequency Percent Percent Percent

White 1 228 87.7 89.1 89.1

Black/African American 2 13 5.0 5.1 94.1

American Indian/Alaskan 3 6 2.3 2.3 96.5

Asian 4 1 .4 .4 96.9

Native HI or other Pacific Isl. 5 1 .4 .4 97.3

Other 6 7 2.7 2.7 100.0

Refused 99 4 1.5 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 256 Missing cases 4

D5. What was your total annual family income in 2000?

Valid Cum

Value Label Value Frequency Percent Percent Percent

Under \$20,000 1 11 4.2 5.4 5.4

\$20k less than \$30k 2 29 11.2 14.4 19.8

\$30k less than \$40k 3 26 10.0 12.9 32.7

\$40k less than \$60k 4 51 19.6 25.2 57.9

\$60k less than \$80k 5 26 10.0 12.9 70.8

\$80k less than \$100k 6 22 8.5 10.9 81.7

\$100,000 or more 7 37 14.2 18.3 100.0

Don\'t know 98 10 3.8 Missing

Refused 99 48 18.5 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 202 Missing cases 58

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

D6. GENDER

Valid Cum

Value Label Value Frequency Percent Percent Percent

Male 1 217 83.5 83.5 83.5

Female 2 43 16.5 16.5 100.0

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 260 Missing cases 0

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

STRATA

Valid Cum

Value Label Value Frequency Percent Percent Percent

1 260 100.0 100.0 100.0

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 260 Missing cases 0

SMSAGNUM

Valid Cum

Value Label Value Frequency Percent Percent Percent

26 260 100.0 100.0 100.0

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 260 Missing cases 0

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

QA. Just to confirm, have you received conservation technical assistance
from the Natural Resources Conservation Service in the past two years?

Valid Cum

Value Label Value Frequency Percent Percent Percent

Yes 1 260 100.0 100.0 100.0

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 260 Missing cases 0

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

NRCS1. Which of the following NRCS classifications BEST describes you?

Valid Cum

Value Label Value Frequency Percent Percent Percent

Farmer 1 181 69.6 71.0 71.0

Rancher 2 40 15.4 15.7 86.7

Non-agriculture 3 34 13.1 13.3 100.0

Don\'t know 98 3 1.2 Missing

Refused 99 2 .8 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 255 Missing cases 5

NRCS201. Regarding your contact with NRCS, what kind of assistance,
service, or information did you receive? (FIRST MENTION)

Valid Cum

Value Label Value Frequency Percent Percent Percent

Planning 1 186 71.5 72.1 72.1

Resource information 2 17 6.5 6.6 78.7

Design or application 3 30 11.5 11.6 90.3

Financial assistance 4 19 7.3 7.4 97.7

Other 5 6 2.3 2.3 100.0

Don\'t know 98 2 .8 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 258 Missing cases 2

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

NRCS202. Regarding your contact with NRCS, what kind of assistance,
service, or information did you receive? (SECOND MENTION)

Valid Cum

Value Label Value Frequency Percent Percent Percent

Planning 1 9 3.5 4.9 4.9

Resource information 2 125 48.1 67.9 72.8

Design or application 3 29 11.2 15.8 88.6

Financial assistance 4 18 6.9 9.8 98.4

Other 5 3 1.2 1.6 100.0

. 76 29.2 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 184 Missing cases 76

NRCS203. Regarding your contact with NRCS, what kind of assistance,
service, or information did you receive? (THIRD MENTION)

Valid Cum

Value Label Value Frequency Percent Percent Percent

Resource information 2 4 1.5 3.1 3.1

Design or application 3 107 41.2 84.3 87.4

Financial assistance 4 16 6.2 12.6 100.0

. 133 51.2 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 127 Missing cases 133

\- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

NRCS204. Regarding your contact with NRCS, what kind of assistance,
service, or information did you receive? (FOURTH MENTION)

Valid Cum

Value Label Value Frequency Percent Percent Percent

Resource information 2 3 1.2 3.2 3.2

Design or application 3 1 .4 1.1 4.2

Financial assistance 4 91 35.0 95.8 100.0

. 165 63.5 Missing

\-\-\-\-\-\-- \-\-\-\-\-\-- \-\-\-\-\-\--

Total 260 100.0 100.0

Valid cases 95 Missing cases 165

 

[^1]: The confidence interval for this agency\'s customer segment is
    plus or minus 2.2 points on a 0-100 scale at the 95% confidence
    level.

[^2]: The computation is: Impact of Perceived Quality on ACSI (Impact of
    Conservation Technical Assistance on Perceived Quality/5) or
    4.4(1.6/5)=1.4.