Collecting Market Data:
The Rapid Market Assessment Approach
In 1998 Larry Lev and Garry Stephenson from OSU Extension Service developed a simple, fun and yet effective market research method called Rapid Market Assessment (RMA). RMA provides markets research methods to determine market attendance and to collect useful market data.
Sample Questions Chosen by Farmers' Markets
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How did you first find out about the market?
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How did you travel to the market?
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Will you be doing any additional shopping in the business district on this trip? If yes, please estimate the amount.
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What stopped you from buying more in the market?
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How much did you spend in the market?
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Do you come to the farmers' market for the products, the atmosphere, the c rafts or some combination.
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Why are you downtown?
For more information about these research methods read Tools for Rapid Market Assessment or contact:
Larry Lev
OSU Extension Service, Corvallis
larry.s.lev@orst.edu
Garry Stephenson
OSU Small Farms Extension Service
garry.stephenson@orst.edu
Farmers Markets research by
Oregon State University Small Farms
- Rapid Assessment of Five Oregon Farmers' Markets: Quantitative Results
Oregon Small Farms Technical Report No.3 - Rapid Assessment of Five Oregon Farmers' Markets: Qualitative Results
Oregon Small Farms Technical Report No. 4 - A Learning Approach to Strengthening Farmers' Markets
Oregon Small Farms Technical Report No. 5 - Tools for Rapid Market Assessments
Extension & Experiment Station Communication Special Report 1088-E