Winter 1994 (v6n1)
	Are Case Studies Useful? by Ann Drescher Mayse, SAREP Case studies-descriptions of real-life businesses and the challenges that they face-are often used by business schools to teach students practical, holistic problem-solving skills. The same approach may be useful in learning how to apply sustainable agriculture's environmental, economic and social principles to practical farming situations. But many of us at UC are more comfortable talking only about information that comes from experimental trials, rather than case studies and other information based on farmers' experiences. Recent Study In spring of 1993, I explored the pros and cons of case studies with five farmers and four farm advisors throughout California. Eight sample case studies from a wide range of sources were shared with participants well in advance of the individual telephone interviews. The sample case studies included: 1) descriptive, magazine-style articles; 2) research case studies (including on-farm research and detailed economic analyses); and 3) decision case studies (a specific type of case study used to analyze an actual problem to be solved). Reactions to these case studies varied widely. In general, participants agreed that farmers trust and are able to relate to other farmers, and that farm-generated information is often more relevant and "reality" based. Also, case studies can be generated more quickly than formal, replicated research. For practical, site-specific information, farmers are the best source. But for theoretical information, including explanations of why certain practices work, and how universal the information may be to other sites and circumstances, a researcher's perspective is often better. Most participants agreed that every observation, whether from farmers' experience or from research, should be evaluated on-site, and qualifying statements about where and how the information was obtained are important. Different Formats The preferred format for case studies depends on the person and the application. Most participants preferred descriptions written in a personal style that includes photographs and direct quotes from farmers, as well as information about the farm family and its goals. Several participants considered the case studies written in an academic format (as opposed to magazine-style) to be dry and sometimes boring. While these more academic case studies contain valuable information, they probably won't hold a grower's interest long enough to convey that information. The cases written in journalistic style lacked substance and credibility with some participants, although most readers found them attractive and interesting. The decision cases appealed to some for their focus on a particular problem, but appeared too academic to others. Most participants recommended developing case studies and other educational materials in several formats and styles to be tailored to different audiences. For general audiences, short, concise, well-written articles without too much detail are recommended. These articles can address a large audience: farmers, policy-makers, community leaders, and consumers. Growers seeking alternatives are looking for more information that they find in general articles, and will be disappointed with case studies that are too short and general. They will read longer articles on subjects that interest them, but they still must be written in a friendly, concise manner. Case studies with detailed information and references are most useful to these readers. Growers and farm managers seeking specific information on a single subject may benefit more from a technical publication including theoretical knowledge and grower experiences. Choose Good Growers When asked to design a case study for their own areas, most participants felt it was important to choose a grower with a good farming reputation and of a representative size for the area. They recommended including theoretical information presented in a practical manner; basic information about weather, location, soil, and farm size; broad information on farming and marketing practices; ranges of costs, cash flow, and profitability; and personal information about the family and the farmer's "vision." A narrative style, including quotes from the farmer and photographs of the farmer and family, was recommended. Case studies might be distributed within existing newsletters and magazines, or used more interactively as part of meetings and field days. [ Back | Search | Feedback ]