The roles and information needs of homemakers, a traditional audience of the Extension Service, have changed in recent decades. However, research has not determined what those needs are and how Extension can best address them. To determine the family and consumer issues important to homemakers and communication channels preferred by them, six focus groups were conducted throughout Kansas. Participants were asked about their most important family and consumer issues, current use of and attitudes toward mass media, and current use of and attitudes toward Extension. Results indicate that homemakers are concerned about having strong families and relationships and developing consumer skills. Most participants were users of mass media but did not consider much of it trustworthy. Extension users think its information is reliable and accurate but saw a need for increased pUblicity of and convenience in accessing Extension. Many participants were unaware of Extension and its services. These results can be used to develop communication methods that will effectively deliver important family and consumer information to homemakers.

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Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.