Rural Marketing Research

The Rural Marketing Process

1. Defining the Business and Research
Objectives

2. Determining the Research Budget

3. Designing the Research

4. Sampling Method and Size

5. Designing the Research Instrument

6. Fieldwork

7. Data collation and analysis

8. Reporting the findings for decision

making
 1.Setting the Objectives

Business Objectives Research Objectives

state the use the state the expected
findings will be put to research output
• To design a new • To map the buying
product for rural behaviour of rural
consumers consumers for sub-35
hp tractors
 2. Determining the Research
Budget
• Specifying the approximate value of the information to be
collected

• Determining the maximum amount that can be spent on the

study
 3. Designing the Research
Purpose
• Exploratory for a basic understanding
• Descriptive for a thorough and analytical view
• Causal by undertaking experimental research

Nature of data
• Quantitative: Numbers driven using structured questionnaires
• Qualitative: A free flowing interview or discussion
• Normally researchers start with qualitative and validate through
quantitative

Sources of data
• Primary
• Secondary
 Qualitative Research

• Participatory rural appraisal using pictures drawn by the

community members themselves. It enables rural
respondents to share, enhance and analyse their knowledge
of their own environment and life.

• Focus group discussions involving 6 to 10 targeted

respondents with a moderator

• In-depth interviews on a face to face basis

• Dyads: Paired in-depth interviews

• Slice of life observation at the place of residence or work

• Photo ethnography: Sketching the story through pictures

 Differences Between PRA and
FGD
PRA FGD
Large and heterogeneous in nature, Typically small and homogenous groups
ensuring participation from all walks of life

As expression is both verbal and non- A verbal channel – outspoken individuals

verbal, even the less assertive people can often dominate the discussion
express their views

Moderator’s role is limited, hence the flow Moderator’s intervention can be high in
of information flow is natural evolving a response from all sectors

Attitude and behaviour change oriented Action oriented

On-the spot analysis by participants Analysis done by moderators

Cross-checking and validation of data can Findings need to be validated with more
be done on site by involving the members FGD till a consensus is reached
of the group
Secondary Rural Data
 4. Sampling
Simple random • Population elements chosen by lottery method
sampling
Systematic • Selection of sample from a random starting point and a
random sampling fixed periodic interval

Stratified sampling • Mini-reproduction of the population

Purposive • Sample based on specific purpose. Example – marginal

sampling farmers

Snowball sampling • Using one sample to identify others for research

Multi-stage area • Two or more levels of units are embedded at each stage
sampling selection of sample of corresponding units is selelcted
 Multi-stage Area Sampling
First step is selecting different zones followed by states,
districts, blocks and then villages.
• Villages selection - Probability Proportion to Size Method
through calculation of sampling interval and using
random numbers
An Example of the Probability Proportion to Size Method
 Multi-stage Area Sampling

• Household selection – Listing Exercise and Right Hand Rule

using stratified random sampling
• Respondent selection - Kish Grid: If there is more than one
respondent within the same target group in the selected
household.

The Kish Grid

 Sample Size
In case of infinite universe formula used is:

Where,
p = probability of occurrence q = (1-p)
e = standard value at a specified margin of error
Z = standard value at a specified confidence level
 5. Designing the Research
Instrument
Steps for preparing
Discussion guide for qualitative questionnaire

– an unstructured measurement Listing down information areas

form that permits many

Converting each information into
responses one or more questions
Questionnaire for quantitative –
Arranging them in a coherent
mostly includes close ended sequence
questions seeking definitive
responses Adding options to each of the
questions to make it close ended

Using relevant scales for each kind

of question to measure

Pilot testing the questionnaire

before finalization
 6. Organizing the Field and
Collecting the Data
• In qualitative research, interviews and discussions are held in
natural settings

• Focus groups are conducted at caste neutral and common

village points

• In-depth interviews are conducted at respondent’s house or

isolated place

• In quantitative research field investigation team needs to be

briefed properly and mock sessions conducted

• Regular monitoring and surprise checks have to be conducted

 7. Collating and Analysing the
Data

• In qualitative research, data collected is transcribed and

collated in a set format

• In quantitative research data input frames are prepared in

Excel or SPSS format

• Analysis can be done through univariate, bivariate or

multivariate analysis
 8. Reporting the Findings

Executive Summary • Snapshot and key highlights

Objectives • Business and research

Research • Methodology used

Methodology

Findings • Detailed findings of research

Conclusions and • Sum up the findings

recommendations
• Additional and detailed information used in the
Appendices analysis
 Special Tools Used in Rural
Marketing Research

Scaling tools for

Participatory Rural
Quantitative
Appraisal
Research
• Market Access or • Satisfaction Scale
Mobility Map • Agreement Scale
• Daily Activity Clock • Ranking Ladder
• Chapati Diagram
• Process Map
• Wealth Map
 Special Tools Used in Rural
Marketing Research

A resource and
mobility map drawn
with the help of a
group of consumers
during a PRA
conducted in a
village in Uttar
Pradesh

The MART Satisfaction Scale

Some Dos and Don’ts in Rural
Research
Wear simple clothes and greet in the local language

Be familiar with the local dialect

Explain the purpose and benefits of the research at the

outset

Let the respondent lead the interview

Minimal physical contact with no contact with the

opposite gender
Be ready for crowds and slowly guide respondent to
secluded place
Always carry food, water and first aid kit to avoid health
problems
Limitations of Rural Research

Low literacy levels

Local language communication

Scattered and remote villages; inaccessible roads

Social taboos; difficulty in interacting with women

respondents
Interview timings due to long working hours of
menfolk and housework by womenfolk

Revalidation of data is impossible