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Jennifer H. Dennis, Bridget K. Behe, R. Thomas Fernandez, Robert Schutzki, Thomas J. Page Jr., and Richard A. Spreng

Lansing, Michigan. The authors thank Michigan Nursery & Landscape Association for partial funding of this project and R. Daniel Lineberger at Texas A&M University for helping coordinate and collect data for the Internet survey.

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Sarada Krishnan, Heather Kirk-Ballard, Esther McGinnis, and Lauren Garcia Chance

( National Gardening Survey, 2018 ), the consumer group is diverse and unorganized. Therefore, the NICH consortium exists to advocate change ( NICH, 2020 ). As part of its needs assessment, NICH subcommittees and stakeholders are in the process of

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Diana Schultz, Ryan S. Donahoo, Frances G.M. Perez, Sucel Tejeda, Pamela D. Roberts, and Kenneth L. Deahl

spread, and mechanisms of survival between seasons by “oversummering” are still unknown in Florida. Although our observations are based on a survey, intensive sampling throughout the season would likely provide insight on the source(s) of inoculum and

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Alicia Rihn and Hayk Khachatryan

survey of U.S. consumers. With the overall goal to identify how consumers’ awareness of neonic insecticides affects their purchasing behavior, the following hypotheses were tested: Consumers’ knowledge of pollinator-related topics (i.e., gardening

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Lois Berg Stack

Five of the ten training sessions for Maine Master Gardeners (MGs) were taught using interactive television (ITV) in 1993. Trainees at one location participated in the sessions live; trainees at seven locations participated in the sessions from distant locations but in real time; and trainees at two locations viewed videotapes of the ITV sessions at later dates. Trainees (n = 215) were quizzed weekly to assess their level of learning and surveyed about their learning experience 6 months after completing their training. ITV distance learners' quiz scores and hours of volunteerism were equal to those of local learners. More than 90% of all respondents would enroll in a MG program again if it were conducted and taught locally, while 83.9% would enroll in a program taught half locally and half using ITV.

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Susan S. Barton and Bridget K. Behe

Practices survey ( Palma et al., 2012 ) showed that most promotion and advertising expenditures were, indeed, effective in increasing green industry sales. Firm size impacted the type of advertising that was most effective. Smaller firms demonstrated a

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Wayne A. Becker, Bridget K. Behe, James L. Johnson, Christine D. Townsend, and Kerry K. Litzenberg

After a survey describing the range of products and services offered by Texas florists and supermarket floral departments, a modified SERVQUAL instrument measured customer perceptions and expectations of floral service quality. Florist customers were 3.2 years older, had a slightly higher household income, bought floral products twice as often from a florist, spent $14.53 more on each florist purchase than supermarket customers; they also made four fewer floral purchases from supermarkets during the previous 6 months. Supermarket customers spent $14.40 more on each supermarket floral purchase than did florist customers. Reliability was the most important and tangibles were the least important of the five service quality dimensions. Although expectations for both groups were similar on 18 of 22 service quality items, florists' customers perceived higher service quality than did supermarket customers. Although customers of both retail outlets had expectations higher than perceptions, florist customers had smaller, less negative gap scores. This result showed that florists better met customer expectations than did supermarket floral departments, a potential competitive advantage.

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J.J. Ferguson, C.L. Taylor, and G.D. Israel

Six comprehensive surveys of the Florida citrus industry (345,645 ha), published from 1989 to 1993 as extension bulletins, provide information essential for long-range research and extension program planning and evaluation. These surveys documented changes in production practices, regional priorities for extension programming, marketing trends, and grower ranking of information sources. While formal, comprehensive surveys may be a valuable tool in long-range extension programming for large horticultural industries, more rapid, creative survey methods and educational programs may be needed for more timely programs and for specialized industry groups.

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Christopher D. Ryan, J. Bryan Unruh, Kevin E. Kenworthy, Alexa J. Lamm, John E. Erickson, and Laurie E. Trenholm

agreeing that grass requires a lot of maintenance. Conversely, 78% of respondents desired high desert plants and 96% desired trees ( St. Hilaire et al., 2010 ). Although one survey in southeast Michigan found people were willing to pay more for well

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Julie H. Campbell, Jason J. Henderson, and Victoria H. Wallace

program and survey were approved by the university’s internal review board. The survey consisted of questions relating to personal characteristics of the school grounds manager (i.e., number of years on the job, prejob training, training on the job, types