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Abstract

Extension marketing economists were surveyed and asked what they considered to be the most important unanswered research question in agricultural marketing. The most frequent response was marketing strategies that increase income, reduce risk, or both. The second most frequent response was vertical coordination/contracting in order to assure product quality. Past and current NCR-134 Conference papers have addressed these topics. Thus, the NCR-134 group appears to be addressing relevant topics. The question then is, if NCR-134 is addressing the right topics, then why is there a perceived gap between research and extension.

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