Improving Agricultural Market Performance:
Developing Agricultural Market Information Systems
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(i) User satisfaction with the information provided should be regularly assessed. User
surveys represent one means in carrying out this assessment. It can be done at relatively
low-cost if users who access information via mobile phones are tracked (this methodology
was used in the case reported in Box 3). However, for most market players the surveys
conducted should not only rely on a quantitative methodology using a structured
questionnaire but also a more qualitative approach using semi-structured questions. The
experience from this study, especially the low but not unusually low response rate informs
this recommendation.
(ii) The quality, releva ce and timeliness of information provided should be particularly
assessed. This may involve triangulating information provided by the MIS platforms with
available data and information from other sources. In particular, assessing the relevance of
the information need to be underpinned by baseline surveys on the needs of the target
stakeholders, allowing reviews to be properly benchmarked.
(iii) Cost-efficiency of service provision along with the effectiveness of governance
systems for MIS should be assessed: Cost-efficiency is critical, especially where external
funding is needed to sustain the MIS operation. A review of the information/data collection,
analysis and dissemination process can reveal opportunities where, for instance,
collaboration rather than duplication, can reduce the overall cost to the economy of running
MIS. In addition, the governance systems of the MIS platforms need to be assessed, in
particular, to ensure effective coordination which can reduce costly duplication.
(iv) Impact of MIS on overall development of agricultural markets needs to be assessed:Though this assessment poses major attribution challenges it is important and has been
advocated by many of the online survey respondents. Collaboration with academic
institutions (local and international) can contribute to a more cost-effective monitoring and
evaluation process. For this purpose, maintaining an easy-to-access archive of data will offer
a means to attract researchers who are studying various sector-related issues and can shed
some light on the contribution of MIS to developments in the sector.
To conclude, it appears that MIS continues to attract investment from government, private
sector and donors because of its potential contribution in enhancing agricultural trade and
investment. The evidence reviewed generally suggest that technological advances have
triggered significant changes in the delivery of market information. Further improvements are
however required to ensure that the information provided is more relevant to market actors as
well as policymakers. The improvements recommended include the content of the information
provided and how it is aligned to stakeholders’ needs; and the governance of the system, even if
no formal regulatory system is instituted. Policy can further advance improvements if it’s
tailored to be more supportive of innovations and initiatives which improve the performance of
agricultural marketing systems.