Introduction to Preference Analysis

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Preference analysis
We often want to know how much farmers prefer
one technology, management practice or strategy
over others A simple way to do this is using a
Preference Evaluation conducted with individual
farmers and analysed by the focus group or
village This not only gives us farmers
preferences but allows us to understand their
criteria for preferring one technology over
another
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Preference analysis
Preference evaluation is goodwhen you do not
understand farmerscriteria for evaluating the
technologies they are testing For it to work
well you need to use good questioning skills
(using both open and probing questions and not
using leading questions)
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Preference analysis
Sometimes we may already have avery clear
understanding of whatcriteria farmers will use
to choose one technology over another In this
case, another tool (Matrix Evaluation) can be
useful. In Matrix Evaluation, a set of
technologies appears down the side of the matrix
and the criteria for evaluating these across the
top. Farmers do weightings of each criterion for
all the technologies
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Preference analysis How to analyse the data

• Data can be analysed for
• mean preferences
• preferences of particular groups in the village
• importance of each criterion used by farmers

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Preference Ranking
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Results Livestock Problems
High
Least Significant Difference Bars
Importance
Low
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Preference analysis How to analyse the data
As well as YOU analysing the datapresent it back
to all the farmers anddiscuss what the results
mean Avoid concentrating on just the average
results but try to understand the reasons for the
variability in the data
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55 40 7 138 78 25 33 20
Farmer Varieties Varieties Varieties Varieties Varieties Varieties Varieties Varieties
A B C D E F G H
Seng 2 3 0 24 12 5 1 3
Boun 4 1 0 19 16 1 5 4
Cheu 15 13 0 9 0 0 10 3
Chickator 1 1 0 32 15 0 0 1
Sommay 5 2 0 18 13 6 1 0
Sansit 6 7 7 7 6 6 7 4
Kenchon 3 4 0 22 13 4 2 2
Mulana 19 9 0 7 2 3 7 3
TOTAL
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Preference analysis A note of caution!
Preference analysis can be done by a group of
farmers BUT you need to be sure that everyone in
the group has the same (or very similar) opinions
about the technologies Otherwise, you will end up
with the preferences of only the dominant people
in the group Remember there is no average
farmer!
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