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Manuals | September 24, 2012

A Guide to Rapid Market Appraisal (RMA) for Agricultural Products

Guide to the Multiple-Skills Approach

This manual seeks to provide a basic understanding of marketing concepts and how this knowledge can be used to assist farmer groups to produce goods. It also aims to identify opportunities to introduce or strengthen local business development services, all based on market demand.


  • Preface
  • Introduction
  • Basic Marketing Concepts
  • Key Features of Agricultural Markets
  • Steps in Implementing a Rapid Market Appraisal
  • Step 1: Survey Area Selection
  • Step 2: Product Selection
  • Step 3: Design of a Rapid Market Survey
  • Step 4: Implementing a Market Survey
  • Step 5: Methods and Tools for Analyzing Market Data
  • Step 6: Analysis of Data and Information
  • Step 7: Writing a RMA Report
  • Step 8: From Analysis to Action
  • Step 9: Sharing Results with Farmers and Stakeholders
  • Bibliography
  • Annexes