The role that Rapid Rural Marketing Appraisal (RRMA) can play in this broad sense of marketing research lies in the identification and prioritisation of marketing problems, and the evaluation of practical means of improving marketing functions, to meet the needs for expansion coupled with higher performance.
This meant 80 settlements and two and a half years of field survey were carried out by two experienced researchers.
A team of ten people collected data in six weeks, and produced a 25-page report with clear recommendations, which were broadly accepted by the government and the international agency.
The project, concerning integrated rural development, was finally implemented.
Thus the term rapid appraisal does not refer to a single technique but to a range of investigation procedures.
Their chief characteristics are that they take only a short time to complete, tend to be relatively cheap to carry out and make use of more 'informal' data collection procedures.
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The nature of RRA is such that it holds the promise of overcoming these and other limitations of marketing research.