Table 18.  Subscriber Use of Market Advisory Services
                       
Never Use  
use extensively   Standard
Reason 1 2 3 4 5 6 7 8 9 Mean Deviation
- - - - - - - - - - - - - - - - - - - - - - - - percent - - - - - - - - - - - - - - - - - - - - - - - -  
 
Keeping up with markets 11.1 2.9 3.5 2.4 9.5 7.1 16.3 18.3 28.8 6.47 2.65
 
Price information 11.2 4.4 4.6 3.3 11.2 8.3 16.3 16.8 24.0 6.17 2.67
 
Marketing information (facts) 7.9 1.3 1.2 1.9 7.4 6.8 21.2 23.9 28.5 6.95 2.29
 
Weather forecasts 17.0 7.0 6.3 7.3 12.4 10.9 12.4 12.1 14.6 5.21 2.77
 
Market analysis 7.6 1.7 1.6 2.3 8.2 7.7 18.8 25.1 27.0 6.88 2.31
 
General market strategies 8.3 2.2 2.4 3.9 11.2 10.1 21.4 21.0 19.4 6.45 2.35
 
Making specific pricing decisions 9.0 2.6 4.5 5.6 14.4 13.7 21.9 15.1 13.1 5.97 2.34
 
Government program information 13.7 6.6 7.7 6.0 14.1 10.6 16.8 12.6 12.0 5.34 2.62
 
Expert opinion 11.6 4.2 4.7 4.5 14.9 12.5 18.5 15.8 13.4 5.77 2.51
 
Forecasting prices 9.8 2.9 4.3 4.4 15.0 12.6 22.4 16.2 12.5 5.95 2.37
 
To receive a higher price than the  
average price 8.6 1.7 3.2 2.1 10.7 11.6 21.3 22.2 18.5 6.47 2.34
 
To beat the market 15.5 4.9 6.3 5.2 16.5 12.1 17.0 12.5 10.0 5.30 2.58
 
To reduce fluctuations in the  
prices I receive 9.7 2.7 3.6 4.4 16.8 10.8 21.7 17.3 13.1 6.00 2.37
 
To reduce income risk 8.8 2.2 2.3 2.6 12.1 4.5 25.7 20.1 14.6 6.32 2.30
 
To reduce price risk 9.0 2.2 2.4 2.4 12.1 10.5 25.3 21.1 14.9 6.34 2.32
Note:  Mean refers to the weighted average response across categories.  Standard deviation refers to the standard deviation of responses across categories.