AN INVESTIGATION INTO THE PERCEIVED FARM MANAGEMENT AND MARKETING EDUCATIONAL NEEDS OF FARM OPERATORS IN JORDAN

Abstract

The study aimed to investigate the educational needs of producers on farm management and marketing skills using two 5-point Likert scales. Data were collected from a sample of 120 producers in the main irrigated area in Jordan, and non-parametric tests were used to analyze the data. Producers were largely commercial, but the majority does not perceive the need to participate in training activities on farm management and marketing skills. Higher scores on both scales were observed for full time operators, renters, the risk-averse, the more dependent on farm income and hired-labor; those who make use of sources of information more intensively; those who preferred group extension; and those who use computers in business management. Efforts have to be made to investigate the educational needs of operators with low ratings, and to develop an understanding of the importance of farm management. The more positive operators have to be targeted through group extension techniques to initiate simple book keeping, and financial analysis tools to promote business-like farming. While the educational role of improving the managerial abilities of the producers remains an important task for state extension, the public and private sector can cooperate in areas where the private companies can benefit from activities such as book-keeping and technical and financial management software.