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A tool from social marketing can help Extension agents understand distinct audience segments among their constituents. Defining targeted audiences for Extension programming is a first step to influencing behavior change among the public. An online survey was conducted using an Extension email list for urban households receiving a monthly lawn and garden newsletter. The results describe particular constituent groups or segments, defined by their landscape conservation practices. Extension agents can use audience segmentation to design programming that targets the behaviors, expectations, and lifestyles of specific members of their community and identify emerging issues.

Borisova, Tatiana, Laila Racevskis, and Jennison Kipp, 2012. Stakeholder Analysis of a Collaborative Watershed Management Process: A Florida Case Study. Journal of the American Water Resources Association (JAWRA) 48(2): 277-296. DOI: Abstract: This study focuses on a Florida watershed where development of a total maximum daily load (TMDL) and its implementation plan resulted in conflicts among stakeholders. The overall goal is to build a better understanding of stakeholder perceptions of water quality problems, water policy processes and decisions, and water management plan development in a region where these issues have become contentious. Findings are based on a stakeholder analysis using qualitative data collected through focus groups with agricultural producers, local governments, and environmental groups, and supplemented with additional qualitative data on the watershed management process. Stakeholder conflicts in this case study are associated with perceived flaws in the structural and procedural characteristics of the stakeholder involvement process: (1) suboptimal watershed stakeholder representation on the TMDL executive committee, (2) an inappropriate voting procedure for making TMDL decisions, (3) limitations in information sharing between regulatory agencies and watershed stakeholders, and (4) stakeholders' doubts about whether tradeoffs associated with achieving the water quality targets were assessed adequately throughout the TMDL planning and implementation process. This study contributes to the literature on collaborative watershed management by analyzing stakeholder involvement given Florida's unique institutional settings, where implementation of TMDL pollution abatement is mandatory. [ABSTRACT FROM AUTHOR]

Borisova, Tatiana, Laila Racevskis, and Jennison Kipp, 2012. Stakeholder Analysis of a Collaborative Watershed Management Process: A Florida Case Study. Journal of the American Water Resources Association (JAWRA) 48(2): 277-296. DOI: Abstract: This study focuses on a Florida watershed where development of a total maximum daily load (TMDL) and its implementation plan resulted in conflicts among stakeholders. The overall goal is to build a better understanding of stakeholder perceptions of water quality problems, water policy processes and decisions, and water management plan development in a region where these issues have become contentious. Findings are based on a stakeholder analysis using qualitative data collected through focus groups with agricultural producers, local governments, and environmental groups, and supplemented with additional qualitative data on the watershed management process. Stakeholder conflicts in this case study are associated with perceived flaws in the structural and procedural characteristics of the stakeholder involvement process: (1) suboptimal watershed stakeholder representation on the TMDL executive committee, (2) an inappropriate voting procedure for making TMDL decisions, (3) limitations in information sharing between regulatory agencies and watershed stakeholders, and (4) stakeholders' doubts about whether tradeoffs associated with achieving the water quality targets were assessed adequately throughout the TMDL planning and implementation process. This study contributes to the literature on collaborative watershed management by analyzing stakeholder involvement given Florida's unique institutional settings, where implementation of TMDL pollution abatement is mandatory. [ABSTRACT FROM AUTHOR]

Copyright © 2010 John Wiley & Sons, Ltd. [ABSTRACT FROM AUTHOR]

Forests generate market (e.g., timber) and nonmarket (e.g., wildlife) values to individuals, and multiple-use forest management involves making trade-offs between different management goals. This research uses results from six focus-groups to understand how the public perceives these trade-offs and examines differences between urban and rural groups in Michigan's Central Upper Peninsula. Results reveal differences between rural, timber-dependent and urban, non-timber-dependent participants' familiarity with forest management and ecological interactions within forests. Results support the idea that rural, timber-dependent community members are very concerned about the continued provision of both market and nonmarket forest outputs. Urban, non-timber-dependent community residents have milder concerns for sustaining multiple forest outputs but expressed strong concerns for maintaining recreational opportunities for personal uses. The results do not support the hypothesis that rural/urban views lie as expected along an anthropocentric–biocentric continuum. [ABSTRACT FROM AUTHOR]

Abstract: Complex spatial heterogeneity of ecological systems is difficult to capture and interpret using global models alone. For this reason, recent attention has been paid to local spatial modeling techniques. We used one local modeling approach, geographically weighted regression (GWR), to investigate the effects of local spatial heterogeneity on multivariate relationships of white-tailed deer distribution using land cover patch metrics and climate factors. The results of these analyses quantify differences in the contributions of model parameters to estimates of deer density over space. A GWR model with local kernel bandwidth was compared to a GWR model with global kernel bandwidth and an ordinary least-squares regression (OLS) model with the same parameters to evaluate their relative abilities in modeling deer distributions. The results indicated that the GWR models predicted deer density better than the traditional ordinary least-squares model and also provided useful information regarding local environmental processes affecting deer distribution. GWR model comparisons showed that the local kernel bandwidth GWR model was more realistic than the global kernel bandwidth GWR model, as the latter exaggerated local spatial variation. The parameter estimates and model statistics (e.g., model R 2) of the GWR models were mapped using geographic information systems (GIS) to illustrate local spatial variation in the regression relationship and to identify causes of large-scale model misspecifications and low estimation efficiencies. [Copyright &y& Elsevier]