Measuring Bangladeshi Female Farmers' Values for Agriculture Mobile\n Applications Development

The ubiquity of mobile applications (apps) in daily life raises the\nimperative that the apps should reflect users' values. However, users' values\nare not usually taken into account in app development. Thus there is\nsignificant potential for user dissatisfaction and negative socio-economic\nconsequences. To be cognizant of values in apps, the first step is to find out\nwhat those values are, and that was the objective of this study conducted in\nBangladesh. Our focus was on rural women, specifically female farmers. The\nbasis for our study was Schwartz's universal human values theory, and we used\nan associated survey instrument, the Portrait Values Questionnaire (PVQ). Our\nsurvey of 193 Bangladeshi female farmers showed that Conformity and Security\nwere regarded as the most important values, while Power, Hedonism, and\nStimulation were the least important. This finding would be helpful for\ndevelopers to take into account when developing agriculture apps for this\nmarket. In addition, the methodology we used provides a model to follow to\nelicit the values of apps' users in other communities.\n