Rural Marketing

Research
Learning Outcomes
Understand the marketing research process and its application in
rural areas

Identify special tools required for rural marketing research

Examine field procedures and rural realities

Understand the rural research business

Rural Marketing Research 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

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, ensuring Typically small and homogenous groups
participation from all walks of life
As expression is both verbal and non-verbal, even A verbal channel – outspoken individuals often
the less assertive people can express their views dominate the discussion

Moderator’s role is limited, hence the flow of Moderator’s intervention can be high in evolving
information flow is natural 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 be done Findings need to be validated with more FGD till
on site by involving the members of the group a consensus is reached
Secondary Rural Data
4. Sampling
• A population is the entire pool from which a statistical
Population or Universe sample is drawn

• Relevant Population of the study. E.g. Social media

Target Population users

• Investigation of all individual element that make up a

Census population

• Sample can be defined as the small portion of a

Sample population selected for a particular study

• The process of selection or the drawing of the accurate

Sampling representation of a unit, group or sample from a
population of interest is called as sampling
• Each individual or case that constitutes a sample is
Sampling Unit called a sampling unit or sampling element. i.e. Each
respondent of your sample in known as sampling unit.
The Sampling Design Process

Define the Target Population

Determine the Sampling Frame

Selecting the sampling technique

Probability Sampling Non- Probability Sampling

Determine the Sample Size

Execute the Sampling Process

1. Define the Target Population

• Elements – Respondents
Target • Sampling unit
• Extent – Geographical boundaries
Population • Time – Time period under
consideration
2. Determine the Sampling Frame

• A list or set of direction for

identifying the target population
Sampling • E.g. Telephone Book, Mailing list
Frame purchased from a commercial
organisation, Email- IDs, City
Directory or a Map.
 Selecting the Sampling Technique

Sampling
technique

Probability Nonprobability

Simple
Systematic Stratified Cluster Convenience Judgemental Quota Snowball
random
sampling sampling sampling sampling sampling sampling sampling
sampling
 Probability Sampling

• Each element in the population

is having an equal chances of
Simple selection
Random • This type of sampling can be
done with the help of lottery
Sampling system or by using random
number generating softwares.
 Probability Sampling

• It is similar to simple random sampling. But, instead

of selecting the elements randomly, each
individuals are chosen at regular interval.
• It means that you choose every “nth” participant
Systematic from a complete list. For example, you could
choose every 5th person listed.
Sampling • Under this, first unit is selected randomly and the
remaining units of the sample are to be selected by
a fixed period.
• The execution of the method is very easy, less in
cost and conveniently to use in case of a larger
population
 Probability Sampling

• Stratified sampling divides the population into

subgroups known as strata based on the
relevant characteristics of the population.

Stratified • E.g. Gender, Age, Income, Job role.

• Based on overall proportion of the population,
a researcher can decide about no. of people to
Sampling be sampled from each subgroup.
• Next, the researcher can use random sampling
or systematic sampling on the sample.
 Probability Sampling

• It is a way to randomly select participants from

a list that is too large for simple random
sampling.
Cluster • E.g. If a person wants to collect the samples
from Delhi, they may divide the city into
different clusters of areas like East Delhi, South
Sampling Delhi, West Delhi, North Delhi. After dividing
the City into different clusters the samples can
be taken randomly from each cluster.
 Multi-stage Area Sampling

Household selection – Listing Exercise and Right Hand Rule using stratified random
sampling

Respondent selection - Kish Grid

The Kish Grid

 Nonprobability Sampling

• It involves collecting the

sample from somewhere
convenient to the researcher.
Convenience E.g. Malls, Departmental
Sampling stores, ATM, Historical places,
Airports etc.
 Nonprobability Sampling

• Judgemental sampling is a sampling

technique where the researcher
select sampling units based on his
Judgemental own existing knowledge or
professional judgement.
Sampling • It is also known as purposive
sampling or authoritative sampling.
 Nonprobability Sampling

• Quota sampling is a two-stage restricted

judgemental sampling.
• The first stage involves creating control categories,
Quota or quota or a subgroup of a population.
• E.g. Quota can be created on basis of Age, gender,
income, place etc.
Sampling • Next, on the basis of researcher judgement, the
samples are chosen from the different quota or a
subgroups.
 Nonprobability Sampling

• Snowball sampling is chain-referral

sampling method where initially a
respondent is chosen and after being
Snowball interviewed they are asked to provide
further reference of the respondents.
Sampling • Subsequent respondents are selected
based on the referral received from the
past respondents.
4. Determine the Sample Size
Nature of
The number of
research. E.g. Nature of analysis.
variables in the
Exploratory or E.g. Multivariate
study
Descriptive

Sample Size in Resource

similar studies constraints
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for
research activities. Educational and psychological measurement, 30(3),
607-610.
5. Execute the Sampling Process
• Sampling • Sampling
frame technique

• Sampling • Sample
unit Size
Choosing Nonprobability vs Probability
Sampling.
Nature of
research. E.g. Statistical
Time
Qualitative vs consideration
Quantitative

Cost
 5. Designing the Research Instrument
Steps for preparing questionnaire

Listing down information areas

Discussion guide for qualitative
– an unstructured Converting each information into one or more
measurement form that questions

permits many responses

Arranging them in a coherent sequence

Questionnaire for quantitative

Adding options to each of the questions to make
– mostly includes close ended it close ended
questions seeking definitive
responses 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 • Methodology used

Findings • Detailed findings of research

Conclusions and • Sum up the findings

recommendations

Appendices • Additional and detailed information used in the analysis

 Special Tools Used in Rural Marketing
Research

Participatory Rural Scaling tools for

Appraisal Quantitative Research
• Market Access or • Satisfaction Scale
Mobility Map • Agreement Scale
• Daily Activity Clock • Ranking Ladder
• Chapati Diagram
• Process Map
• Wealth Map
Participatory method to gather/ collect information by
involvement of Rural/ local communities for decision making
and implementation of the Project.

“for the Rural community, by the Rural community and with

the Rural Community”.

“ An approach and methods for learning about rural life and

conditions from, with and by rural people”. (Chambers 1994)
Success of the Project is very high due to sense of ownership
and belongingness.

Empowerment of people through participation

Respect for human dignity.

Community develop their own skills for decision making.

Creating the opportunity for individuals to exercise their right.

Participatory Rapid Appraisal (PRA) and community participation at all stages
of the project:

Before the
project: at
collection
of data
stage

For
Evaluation PRA During the
and COMMUNITY implementation
monitoring PARTICIPATION stage of the
of the project
project

After the
complication
of projects for
administration
Mobility Map Example
Mobility Map Example
Mobility Map Example
Resource Map Example
VENN DIAGRAM
Gainthikhata Village Participatory mapping JOINT
FOREST
CIVIL FOREST MANAGEMENT

FLOODING AREAS AND ISSUES

RELIGIOUS HOUSES
INSTITUTION
ROAD RELATED ISSUES

SOIL FERTILITY ISSUES COMMUNITY

FOREST

CIVIL FOREST

NORTH
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

 The Rural Research Business
Demographics,
consumer durables,
non durables in rural
and urban area
1956
The National Council for Applied Economic Research (NCAER)

MART, a leading consultancy in the rural domain, involved in 1993

promoting social development and rural research BOP

The Social and Rural Research Institute – the social wing of IMRB Kantar
(Indian Market Research Bureau) IMRB
1970

The social research wing of the Nielsen company 1923

The Rural Marketing Association of India (RMAI) 2005

Delhi
Thankyou