The case study addressed in this article illustrates the value of continuous response measurement (CRM) for testing and refining messages produced for distribution to Extension audiences. We used CRM to evaluate the responses of Extension educators and Natural Resources Conservation Service technical service providers to a video describing greenhouse gas mitigation techniques. By using this assessment method, message producers can identify elements in a video that elicit strong positive or negative responses and then refine communication activities accordingly. Our study highlights the potential of CRM for informing how Extension education products and materials may be preevaluated to ensure more widespread acceptance and use of final versions by intended audiences.
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Cummins, R. G., Smith, D. W., Callison, C., & Mukhtar, S. (2018). Using Continuous Response Assessment to Evaluate the Effectiveness of Extension Education Products. The Journal of Extension, 56(3), Article 26. https://doi.org/10.34068/joe.56.03.26