Prioritizing Extension Resources Using Perceived Importance and Satisfaction: An Underutilized Approach

Figure 1. Importance-Performance Matrix. Credits: Martilla & James, 1977, p.78

This is the first article in a series of three on using Importance-performance analysis to prioritize Extension resources. Importance-performance analysis, or IPA, measure how people feel about certain chracteristics of a place, issue, or program. Extension professionals can use IPA to make decisions and prioritize resources by understanding how clients rate the importance of and satisfaction with specific attributes of a program or facility. This three-page fact sheet explains IPA and how to use it. Written by Laura A. Warner and Anil Jumar Chaudhary and published by the Department of Agricultural Education and Communication.