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
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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
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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)
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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)
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Sampling Method Purposive sampling
Sample based on specific purpose (marginal farmers) Snowball sampling
Identifies one member, asks her to identify others
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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
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Household selection – Listing Exercise & Right Hand Rule
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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
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Sampling Size In qualitative qualitative research - To get complete c omplete information information about issue i ssue being taken taken up
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In quantitative research-for determining sample size (for regular users of a product) n= NZ²(pq) / Ne²+Z²(pq) •
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5. Designing the research instrument
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Steps in preparation of a Research
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Points to be kept in mind
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Special Tools in Rural Marketing
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