Visually Plotting Importance and Satisfaction to Identify Extension Clients' Needs

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

The second document in a series of three about using importance-performance analysis to prioritize Extension resources, this four-page article covers how to collect data and use them to generate visual plots. IPA data plots are attractive and easy-to-understand visual maps that display importance and satisfaction scores for certain attributes. Written by Anil Kumar Chaudhary and Laura A. Warner and published by the Department of Agricultural Education and Communication.