1.8.Rural Marketing Research – Methodology and Tools,

Rural Marketing Research – Methodology and Tools, Sampling, Do’s and Don’t’s, Rural Market Survey

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Rural Marketing Research - Challenges •

Lack of real-time information and data

•

Illiterate and semi-literate population

•

•

Lack of exposure to urban concepts and practices Not many tools to map rural consumer behaviour









Overview of Rural Marketing Research Process 1. Defining business & research objectives 2. Determining the research budget 3.Designing the research 4.Sampling method & size 5. Designing the research instrument instrument









Rural Marketing Research Process 1.Defining Business & Resear Research ch objectives • BO – purpose for which research findings will be

used (to design a new distribution channel) • RO – expected research output (to map buying behaviour for small tractors)









3.Designing the Research • Effective design for gathering information • Research approach – purpose (exploratory, descriptive, causal); nature of data (quantitative, qualitative – participatory rural

appraisal, focus group discussions, in-depth interviews, dyadspaired in-depth interviews, slice of life observation, photo ethnography); sources of data (primary, secondary)









Sampling Method Purposive sampling

Sample based on specific purpose (marginal farmers) Snowball sampling

Identifies one member, asks her to identify others











Selecting villages, house holds, correct respondents Village selection - Probability proportion to size method Village Number 1

Size of Population 2,000

Cumulative Population 2,000

2

3,000

5,000

3

5,000

10,000

Sample selection number 905

5,905

Village selected A

B











Household selection – Listing Exercise & Right Hand Rule











Respondent selection through Kish Grid In cases where there is more than 1 eligible respondent in each household

No. of Males &

Serial No. of Households contacted











Sampling Size In qualitative qualitative research - To get complete c omplete information information about issue i ssue being taken taken up











In quantitative research-for determining sample size (for regular users of a product) n= NZ²(pq) / Ne²+Z²(pq) •























5. Designing the research instrument











Steps in preparation of a Research











Points to be kept in mind











Special Tools in Rural Marketing





















































1.8.Rural Marketing Research – Methodology and Tools,

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