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8/13/2019 1.8.Rural Marketing Research Methodology and Tools,
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Rural Marketing Research
Methodology and Tools, Sampling, Dos
and Donts, 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 andpractices
Not many tools to map rural consumer
behaviour Data collection difficult - scattered
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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
6.Fieldwork7.Data collation & analysis
8.Reporting the findings for decision making
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Rural Marketing Research Process
1.Defining Business & Research objectives
BOpurpose for which research findings will be
used (to design a new distribution channel) ROexpected research output (to map buying
behaviour for small tractors)
2.Determining the Research Budget Fix approx. value of information
Determine max amount that can be spent
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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
Multi-stage sampling
Selection of zones, states, districts, blocks, villages
(distance from highway, occupation profile, religion)
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Selecting villages, house holds, correct respondents
Village selection - Probability proportion to size method
Village
Number
Size of
Population
Cumulative
Population
Sample selection
number
Village
selected
1 2,000 2,000 905 A
2 3,000 5,000
3 5,000 10,000 5,905 B
4 600 10,600
5 4,000 14,600 10,905 C
6 900 15,500
7 1,500 17,000 15,905 D
8 3,000 20,000
9 1,000 21,000 20,905 E
10 4,500 25,500
Total cumulative population of villages
Sampling interval = total population of villages / no. of villages to be selected= 100000 / 20 = 5000
Random no. between 1 & sampling interval selected = 905
First village in list where cum. Pop. = > 905 selected
Add sampling interval to no. identified to get next village
Equal no. of samples in each village through random sampling
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Household selectionListing Exercise & Right Hand Rule
Equal probability of occurrence of every household in
villagesimple random, systematic random, stratifiedsampling
Use 4 or 5 starting points (north, south, east, west,
centre of village)
Select household on right side, maintaining interval ofhouseholds depending on sample size
If SEC is a factor, decide a quota for each SEC depending
on their proportion in universe
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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 &
F'males 15 - 50 in
household
Serial No. of Households contacted
1 2 3 4 5 6 7 8 9 10
1 1 1 1 1 1 1 1 1 1 1
2 2 1 2 1 2 1 2 1 2 1
3 1 2 3 1 2 3 1 2 3 3
4 2 3 4 1 2 3 4 1 2 1
5 5 1 2 3 4 5 1 2 3 4
6 3 4 6 6 1 2 3 4 5 2
7 2 3 4 5 6 7 1 2 3 1
8 5 6 1 2 3 4 5 6 7 6
9 6 7 8 9 1 2 3 4 5 5
10 2 3 4 5 6 7 8 9 10 1
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Sampling Size
In qualitative research - To get complete
information about issue being taken up
Dependent on no. of segments being studied
& representative of each segment to be
included (user, aware but non-user, drop out
user)
Can stop once repetitive answers are got
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In quantitative research-for determining samplesize (for regular users of a product)
n= NZ(pq) / Ne+Z(pq)
n= sample size N= size of universe
Z=Z-score associated with degree of confidenceselected(A 90% confidence level means that we would expect 90% ofthe interval estimates to include the population parameter)
p=frequency of occurrence
q=(1- p)
e=tolerable error
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If universe is > 100,000, then infinite
n=pq x z/e
p=probability of occurrence (if no. of users in asample is 30%, then q=70%, pq=0.21
If p cannot be guessed, taken at 50%, ensureslargest sample size
e=std value at specified margin of error (if 3%becomes 0.03)
z=std value at specified confidence level (1.645 at
90% confidence level, 1.96 at 95% confidence
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5. Designing the research instrument
Discussion guide
Qualitative research
Unstructured, measurement form
Permits a range of responses Open ended questions
Points for probing a particular area
Questionnaire
Quantitative research
Close-ended questions
Definitive response in a particular format
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Steps in preparation of a Research
Questionnaire
Listing down information areas
Converting each information into one or more questions
Arranging them in sequence
Adding options to each question to make it close ended
Using relevant scale for each kind of question to measure
Pilot testing questionnaire before finalization
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Points to be kept in mind
Questions in discussion guide should be probing
In questionnaire should be close ended
Questions flow should be logical (general to specific, macro tomicro)
Simple and direct questions
Not repetitive questions
Avoid negative questions
Simple, colloquial language, translated
Accuracy of translation check by local person, no shift in meaning ornuance
Clear instruction to be written for asking each question
In case technical word or new concept used, should contain visualin questionnaire
Visual scales for rating / ranking questions
Rating scale to be 3-point or 5-point
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Special Tools in Rural Marketing
Research
Participatory Rural Appraisal
Captures rural consumer insights & behaviour
Rural community can share, enhance andanalyse the knowledge of their own
environment and life
Pictorial, drawn by community members
themselvesself validated
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Advantages
Captures both expressed & unexpressed
behaviour and practices
Diagrams, maps, association of features and
rationale of beliefs
Participation of large heterogeneous group
Relaxed, verbal & non-verbal
Selfvalidation and acceptability
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Important PRA Tools
Market access or mobility mapconsumer mobility inside villageto access products & servicesidentify pain points & need gaps
Daily activity clocktracks economic & social activity of a ruralinhabitanttime windows for communication
Chapati diagramused in consumer behaviour studiescaptures
importance access to any particular unit important in rural life. Sizeof Chapati denotes importance, distance from centre denotesaccessibility. Mapping influencers and their importance,accessibility of different agri input points
Process map- step by step approach for any activity (landpreparation to selling of product). Current practices, pain points,
gaps. Innovation research, problem solving research. Need assessment mapnew product or conceptidentify issues
of access, acceptability, or affordability. Need gaps. Perceived needof product.
Wealth mapinformation on income flows & expenditure patterns
for different communities & occupations Insight into consumptionand purchase behaviours
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Scaling Tools in Rural Quantitative
Research
Visual tools
Poor numerical measure comprehension
Scale of more than 5 difficult to administer Satisfaction scalesmiling to wailing face
Agreement scaleticks and crosses
Ranking ladderhigher rung, higher rank
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6. Organising the field & Collecting
Data Qualitative researchdiscussion guidesfocus groups, in-
depth interviews or participatory rural appraisals (PRAs) Interview at villages
Audio / video recorded for analysis
Focus groups at caste-neutral locations (schools, choupals, panchayat
bhawans) In-depth interview at respondents house (privacy)
Quantitative researchstructured questionnaire Quality control importantfield investigator
Training & mock sessions
One day hand-holding to sort out issues at field level
Regular monitoring and surprise checks
Correction and repeat data collection not feasible
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7. Collating & Analysing the data
Qualitative researchnotes, audio, PRA charts
Transcribed, collated in set format
Filters & colour codes to find similarities anddifferences in data
Quantitative researchExcel or SPSS software Univariateanalysis done using one variable
frequency calculation of variable in %
Bivariatetwo variablescross tabulation & bivariate
regressionto ascertain association Multivariatemore than 2 variables
factor analysis & cluster analysis
with multiple variates for measuring
interdependence
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8.Reporting findings
Executive summarysnapshotkey
highlights
Objectivesbusiness & research objectives
Research methodologyused to conduct the
study
Findingsof the research
Conclusion & recommendations
Appendicesadditional & detailed
information used in analysis
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Dos & Donts of Rural Marketing
Research Villagers historically exploited, so suspicious or sceptical
Wear simple clothes, greet simply
Conduct in local language
First discuss general topics of interest to them (invest time)
Purpose of the research and its benefits to them to be explained
He should be made to feel ownership for the research project
Should give respondent importance by listening, even if unconnected withresearch
Should give him impression he is leading the interview, and is in control
Researcher should show keenness to acquire new knowledge
Touching a young male is Ok after establishing rapport, not Ok for women andelders
Sensitive issues to be handled carefully (education) Male researcher to approach women through husband or other male relative or
known male
Provide mental break between questions with general topic questions
Villagers form groups, and getting individual replies is important
Avoid being overfriendly to avoid biased answers
Carry food, water and first aid
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Limitations of Rural Research
Low literacy levels
Local language communication
Scattered & remote villages: inaccessibleroads
Social taboos; difficulty interacting with
women
Interview timing
Rule out revalidation of data