values, concerns, needs) that the researchers need to unravel to clarify the words that their

 questions generated. Long interviews can be the basis for later data collection (which is

 the case for this research project) as in the form of a questionnaire, which is the next step

 outlined in this process (Glesne, 1999).

 Long interviews were chosen as they yield a high percentage of returns, as people

 are willing to cooperate with the research agenda. Information derived from interviews is

 likely to be correct than data obtained by other sources as the interviewer can clear up

 inaccurate answers by explaining the questions more thoroughly (Miller, 1991). This

 method is also advantageous as the researcher can chose and control those who answers

 the questions, important in this study as the state Farm Bureau organization initiated this

 needs assessment, so it is important to obtain the ideas and thoughts of the state

 leadership of this organization.

 The qualitative interviews of the state Farm Bureau leadership underwent content

 analysis to provide the information used in the qualitative instrument given to county

 board members. Interviewing can be used to produce data for academic analysis and for

 the purpose of measurement or for understanding of an individual or group perspective.

 It is used as an attempt to understand the complex behavior of individuals without

 imposing any categorization that may limit the field of inquiry (Fontana & Frey, 1994).

 Keppel and Zedeck (1989) describe content analysis as an examination of spoken or

 written material for the purpose of classifying or coding of the information. Content

 analysis is a quantitatively oriented technique by which standardized measurements are

used to characterize and compare documents (Manning & Cullum-Swan, 1994).