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“Build it and they will come” appears to be the stance of many in distance education. Yet marketing experts contend that a market analysis and needs assessment should be conducted first. This study examines the need for an on-line Master’s degree program in Agricultural and Extension Education. The researchers also sought to identify predictors of intent to enroll in such a program. Finally the researchers sought to learn more about the technology availability and characteristics of potential students. It was found there is a strong demand for an on-line Master’s program in Agricultural and Extension Education. A model was also developed that identified potential enrollees as those who had more years of professional experience. There were major differences between extension agents and agricultural teachers on computer operating systems used at work, CD-ROM availability, web browser use and software preferences.

FACTORS RELATED TO THE INTENT OF PROFESSIONALS IN AGRICULTURAL AND EXTENSION EDUCATION TO ENROLL IN AN ON-LINE MASTER’S DEGREE PROGRAM