Full Text Article. Also available at : https://journals.sagepub.com/doi/full/10.1177/0961000616632054This study focused on poultry farmers’ preference of information sources for accessing poultry management information in three rural districts of Tanzania. A mixed methods research design was deployed. Questionnaires and focus group discussions were used to collect quantitative and qualitative data respectively. Responses to the questionnaire which was administered by researchers in face-to-face meetings were received from 360 farmers, and 160 farmers participated in 16 focus group discussions. The study was carried out from July to December 2013 in nine selected villages in Tanzania. The findings indicate that farmers preferred interpersonal and informal sources. Source preferences were influenced by availability and accessibility of the information source. The results suggest that farmers preferred listening and talking, probably a result of the oral tradition prevailing in rural areas. It is also probable that farmers enjoy interpersonal sources because they allow a two-way communication, provide quick access, immediate feedback, ease of use, and convey information specific to their local situations. Further studies on development and changes in farmers’ information source preference are required in order to better address their current and future information needs.