Chapter 4:Rural Marketing Research

Presented By:Sonali JainSavi Arora

Morisha bansalKunal Arora

Need for Research

As rural Market is relatively new compared to its urban counterparts, there is a need to understand rural India, its belief and practices.

There are many challenges to designing and conducting the rural marketing research. There is lack of real time information, data on rural markets, literacy etc.

Rural Marketing Research Process

8 Steps:1. Defining Objective2. Budgeting3. Research Design4. Sampling5. Developing Research Instrument6. Field Work7. Data Collecting and Analysis8. Findings and Decision Making

Defining Objective

Involves two tasks – 1. Business Objective

States the purpose for which organization conducting the research will use the findings of that research.

2. Research ObjectiveStates the expected result output, which will help in taking decision to achieve business objective.

Determining the Research budget

Involves determining the cost to be incurred.

Taking the budget decision involves two major steps: Specifying the approximate value of information to be collected Determining the maximum amount that can be spent on the study

Designing the Research

Research approach are designed based on the purpose, nature, and source of data.:

Purpose: Exploratory, Descriptive, and casualNature of data: Quantitative and QualitativeSource of Data: Primary and Secondary

Exploratory, Descriptive, and Casual Research

Exploratory research: Investigation into a problem or situation which provides insights to the researcher.

Descriptive research: is used to describe characteristics of a population or phenomenon being studied.

Experimental research: To test the product feasibility by conducting the plan on small scale.

Quantitative and Qualitative

Quantitative research is a number driven and involves use of structure interview questionnaires or other tools for data collection.

On other hand,Qualitative research doesn’t involve any fixed format or set of questions, instead emphasis on a free flowing interview or discussion to aid in depth exploration of various issues or problems.

Primary and Secondary

Primary research involves collecting fresh data or specific research purpose.It is the first hand data.

Secondary research is based on data that has been collected in the past, been published, and exist in some repository.It is the second hand data.

Secondary Data

Government Organizations:- Census of India NCAER NSSO CSO State/District Statistical Abstract Govt of India (goidirectory.nic.in)

Sampling Method

For Qualitative Studies

Purposive Sampling: Researches chooses sample based on some specific purpose or who they think will be appropriate to the study.

Snowball Sampling: Researcher identifies one member of some population of interest, speaks to him/her, and ask that person to identify others in the population who the researcher might speak to.

Sampling Method

For Quantitative Studies

Multistage Area Sampling: In which two or more level of units are imbedded (one in the other) and at each stage, a sample of corresponding units is selected.

Village Selection Through Probability Proportion to Size (PPS)

Village Number Size of Population Cumulative Population Sample Selection Number Village Selected1 2000 20002 3000 50003 5000 100004 600 106005 4000 146006 900 155007 1500 170008 3000 200009 1000 21000

10 4500 25500: : :: : :

20 1000 100000

Sampling interval (S) = =

Household Selection Through Listing Exercise and Right Hand Rule

Probability Sampling TechniqueSimple Random SamplingSystematic Random SamplingStratified Random Sampling

Starting points

Right Hand Rule

Respondent Selection Through KISH Grid

When there is more than one respondent within same target group in the selected household.

List of Respondent in a Household

Serial Number of Household Selected

1 2 3 4 5 6 7 8 9 101 1 1 1 1 1 1 1 1 1 12 2 1 2 1 2 1 2 1 2 13 1 2 3 1 2 3 1 2 3 14 2 3 4 1 2 3 4 1 2 35 5 1 2 3 4 5 1 2 3 46 3 4 5 6 1 2 3 4 5 67 2 3 4 5 6 7 1 2 3 48 5 6 7 8 1 2 3 4 5 69 6 7 8 9 1 2 3 4 5 6

10 2 3 4 5 6 7 8 9 10 1

Sample Size

Qualitative: Size is not static but dynamic, more a matter of judgment.

Quantitative:

Designing the Research Instrument

Discussion Guide:unstructuredopen ended

Questionnaire:structuredclose ended

Organizing field and Collecting the Data

Researches use discussion guide to conduct focus group, in-depth interview, PRA.

Interviews held within natural settings of village.

Interactions with respondents are audio recorded.

Focus group are conducted at village common points.

Organizing field and Collecting the Data

Data is collected using structured questionnaire.

Proper quality control measure have been crucial factor.

Investigator should have proper experience of conducting research in rural areas.

Collating and Analysing the Data

Three types of quantitative analysis based on number of variables involved:1. Univariate

2. Bivariate

3. Multivariate

Reporting the Findings

The executive summary provides the snapshot and key highlights of the research findings.

The Objective provide business and research objectives. The research methodology describes the methodology used to conduct

the research study. The findings provide the detailed findings of the research. The conclusion and recommendations sum up he findings and provide

the way forward. Appendices provide important additional and detailed information used

in the analysis.

Participatory Rural Appraisals (PRA)

A PRA is an effective rural research tool for eliciting community responses. It empowers the community for voluntary participation in the research process.it has been adapted to capture rural consumer insights and social behaviour.

Some important PRA tools are: Market access or mobility map Daily activity clock Chapati Diagram Process map Need assessment map Wealth map

Scaling tool for Rural Quantitative Research

Satisfaction Scale: images of faces with varied expressions. Highest scale reflected with happy face, lowest with sad face.

Agreement Scale: Capture agreement – disagreement of respondent on 5 point rating.

Ranking Ladder: A small bamboo ladder with the same number of rungs as the number of items to be compared. A higher rung implies higher rank.

Dos and Don’ts in Rural Marketing Research

Familiar with local language. Desirable to invest time in building a rapport. Purpose and benefits of research must be explained. Respondent should be made part of the research project. Respondent should be made to feel important. Respondent should be made to feel he is leading the interview. The investigator must talk about general topics. Occasional physical contact.

Dos and Don’ts in Rural Marketing Research

Sensitive issues related to community should be handled carefully. Male researcher should always approach women respondent thru her

husband or any other family member. Rural people can handle only limited information at a time. Difficult to interact with rural people on one to one basis. Avoid being overfriendly. Always carry food/water to avoid health problems.

Limitations

1. Low literacy levels.

2. Local language communication.

3. Scattered and remote villages, inaccessible roads.

4. Social taboos.

5. Rule out revalidation of data.

6. Interview timing

The Rural Research Business

NCAER: Conducts large scale national sample survey on demographics, consumer durables

MART: pioneer in rural domain, Expertise lies in understanding base of pyramid, promotes social development and helps in innovations

IMRB: Indian market research bureau created to conduct social researches The Nielsen Company: offers services in all fields of development, planning

etc. RMAI: Rural marketing association of India- this has devoted time for Indian

rural marketers. Helping them in marketing activities across the country.

Thank You!