1. Muhammad Asif Nawaz
Long Term Scholarship
AIP Project
Institute of Agri. Extension and Rural Development

2. Comparative Evaluation of Public and Private
Extension Service Providers in Tehsil Sahiwal,
District Sargodha by Using ASKME Framework

3. Context of the study
 In developing countries like Pakistan, agricultural productivity is low as
compared to the developed countries.
 Agricultural extension is helpful in enhancing the transfer and exchange of
information which could be changed into practical knowledge.
 Due to the emergence of private sector, a challenge is posed to public sector
activities
 Our purpose is to analyse the extension services provided by the public and
private sector from the perspective of end users (farmers).

4. ASKME Framework
 This framework was developed by Mark Bell and Paul Marcotte,
(UCDAVIS College of Agricultural and Environmental Sciences)
Elements of ASKME Framework
 A = Audience and Needs
 S = Solutions
 K = Key message
 M = Message form and delivery
 E = Evaluation

5. General objective
Comparative evaluation of public and private extension service providers in Tehsil
Sahiwal District Sargodha by using ASKME framework
Specific objectives
 To find out the demographic characteristics of the respondents
 To identify and analyze the criteria used by the public and private extension
service provides for the selection of their target population and assessment of
their needs.(A = Audience and Needs)
 To find out how the solutions are made regarding to the needs. (S = Solution(s))
 To determine the appropriateness of key message with respect to the needs of
target population. (K = Key message)

6.  To identify the methods used in the delivery of key messages to target
population (Message form and delivery)
 To find out the perception and expectation of respondents regarding the
public and private extension service providers (E = Evaluation)
 To suggest recommendations for further improvement in the public and
private extension service’s effectiveness

7. METHODOLOGY
 Tehsil Sahiwal consists of 14 union councils
 Out of 14 union councils, 2 union councils are in urban areas while remaining
union councils are in rural areas
 Out of 12 union councils, 4 union councils will be selected through simple
random sampling technique
 Two villages from each union council will be selected randomly
 20 farmers will be selected from each village who have received extension
services from public and private extension service providers

8.  a sample of 160 respondents
 An interview schedule will be prepared by keeping in view the study
objectives and will be used as research tool for data collection
 Data will be collected through individual contact method
 Statistical Package for Social Sciences (SPSS) will be applied upon qualitative
data to analyse and draw conclusions and provide recommendations.

9. Next Plan
Feb.2015: Synopsis Submission
March 2015: Development of Questionnaire & Pre-testing
April 2015: Field Work & Data Collection
May 2015: Data Analysis & Thesis Writing
June 2015: Submission of Thesis