2. Chapter Objectives
Planning of market research in rural India
Data collection methods, measurement, scaling
methods, questionnaire design and sampling
Field procedures and rural realities
Do’s and don’ts for researchers
The major players in rural research
RMH 05
2
3. Why Rural Research
Rural consumer is an unknown ‘consumption unit’
Buyer motivation
Influencers
Where do they buy?
No data on rural markets and consumer
No brand information
Regional and local brands are not mapped
Spurious brands
Companies do not have any channel control
mechanism below the sub-stockist level in small
town
RMH 05 3
4. Rural Consumer Is he different?
Less Literate
Less exposure to media (media dark zones)
Occupation
An undeclared entrepreneur – Risk bearer
Security environment
Infrastructure conditions
Access to products & brands
RMH 05 4
5. Planning the Rural Research
Research Objectives and Design
Types of Rural Studies
4 As of rural marketing – acceptability, affordability,
awareness and availability
U&A (Usage and Attitudes) or KAP (Knowledge,
Attitudes and Practices
Feasibility
Mapping distribution, promotion and communication
channels
RMH 05 5
6. Secondary Data Research
Data Source Description
Census Once in 10 years; captures data on rural
NCAER
Largest sample surveyor in the country; data on
demographics, durables and non-durables
NSSO
Consumption and expenditure related data on major
products and services
CSO
District level data on demographics, economic
indicators, infrastructure and welfare related data
Statistical Abstracts
Statistical records on demographics, economic
indicators, infrastructure and welfare related data
Panchayat Offices
Village level information household wise on
demographics, health
Rural panels of MR
companies
ORG, MARG panels that collect data on consumption
and expenditure on a daily basis
RMH 05 6
7. Primary Data Collection
Normally in-depth interviews and focus group
discussions
The researcher has to make his purpose very clear and
explain benefits to the villagers in the long run
The challenge is to make the villagers participate
actively
Research tools like Participatory Rural Appraisal (PRA)
are used extensively in rural as they are designed to
empower the respondent such that he/she voluntarily
participates in the research process.
RMH 05 7
8. Advantages of PRA over Focus Groups
Advantages of PRA
Rural people have greater capacity to map, model, quantify &
estimate, rank, score & diagram than an outsider
Large, heterogeneous group ensuring participation from all walks of
life
Relaxed rapport facilitates participation
Expression is both verbal and non-verbal
Participants cross check among themselves for accuracy
Information gathered is shared to check on acceptance
RMH 05 8
9. Advantages of PRA over Focus Groups
Participatory Rural Appraisal Focus Group Discussions
Large and heterogeneous in nature,
ensuring participation from all walks of
life
Typically small and
homogeneous in nature
As expression is both verbal and non-
verbal, even less assertive people can
express their views
A verbal channel – outspoken
individuals dominate the
discussion
Moderator’s role is low; hence
information flow is more natural
Moderator’s role can be high in
evoking response from all
sections
Attitudes and behavioural change
oriented
Action oriented
On the spot analysis by participants Analysis done by moderators
Cross checking and validation of data can
be done on site by involving other
members of groups
Reiterative process till
consensus is reached
RMH 05 9
10. PRA Tools
Social mapping to capture house locations and caste
distribution throughout the village
Resource mapping to capture availability of resources
throughout the village
Seasonality diagram
Venn diagrams to identify various issues with their
relative importance
RMH 05 10
11. PRA Application – Activity Clock
Maps the economic &
social activities in
daily life… identifies
time window
available for
communicating
with consumer
RMH 05 11
Wake up
6
Milk Collection
7
8
Agri
Operations
5
9
10
11 12
4
3
2
1
Newspaper
TV
Fieldwork
Lunch
Rest
Agri
Management
Milk Collection
AM
PM
Bhajan
Gossiping
At Chaupal
Dinner
Family Time
TV
12. Measurements and Scaling Methods
Simple and easy to understand
Make use of visuals and colours
Ensure involvement of
respondents
Empower the respondentsRMH 05 12
Face 1 Face 2
Face 3 Face 4 Face 5
Face 1 2 3 4 5
Rating (out of 5) 5 4 3 2 1
13. Are Western Techniques Adequate?
Issues with Sampling design
No listing of households
Village has clusters of households based on caste/religion
Joint families
Multiple occupations
Issues with data collection
Application of rating scales or ranking tools
Apprehension about responses being documented
Life of approximation
Brand recognition poor
Rural Connotations can be different
RMH 05 13
14. Instrument Design
Use simple and direct questions
Questions should be self-explanatory
Questions should not be ambiguous
Questions should have a logical flow moving from
general to specific and from macro to micro
Use properly translated questionnaire/discussion
guide
Translation should ensure sensitivity to local
connotations
A very large questionnaire may drive respondent
impatient
RMH 05 14
15. Sampling
Use socio cultural indicators to identify region for
study
Village pop strata to segment potential areas
Use socio economic indicator to classify target
respondents
RMH 05 15
Category Population Ratio
Large >5000 1
Medium 2000-5000 3
Small 1000-2000 4
Tiny < 1000 12
16. Village Sampling
Villages could be selected on the basis of:
Population
Population of product
Proximity to highway or remote location
Occupation profile
Religion
Tribal population
RMH 05 16
17. Respondents Sampling
Done on SEC classification:
R1 Most prosperous 4%
R2 11%
R3 37%
R4 Least prosperous 48%
Most studies in rural are qualitative in nature and
hence require small samples
75% of rural segment is employed in agriculture
hence it is more homogeneous
RMH 05 17
18. Issues related to Communication
Above the Line
Readership surveys
Listener ship surveys
TRP
Below the Line
No media rating tool
No standard method to measure exposure
RMH 05 18
19. Do’s and Don’ts of Rural MR
Wear simple clothes and greet them in their way
Familiarise yourself with the local dialect
Discuss unrelated issues to develop rapport
Lead from general talk to specifics
Clarify the purpose of the survey
Make the respondent a part of the project
Make the respondent feel he is leading the interview
Listen carefully and play the role of a learner
Careful handling of sensitive subjects
Intersperse close ended questions with open ended questions
Remember villagers gather and there are no one to one interviews.
Request observers not to prompt
Avoid being over friendly
Carry food, water and first aid kit
RMH 05 19
20. Attributes of Rural Researchers
Develop a rural mindset
Effective communication with emphasis on active
listening
Discerning ability
Sensitivity
Memory
Patience
RMH 05 20
21. Location for conducting research
Caste neutral place in the village
Where it is easy to find people and initiate a
conversation
Suggested venues:
Retailer/STD booth
Tea stall
Playground
Chaupal
Haat
RMH 05 21
22. Limitations of rural research
Low literacy
Poor media exposure
Low brand and product awareness
Local language communication
Inaccessible roads
Social taboos
Interview timing
No revalidation of data
RMH 05 22
23. Rural Market Research Industry
Indian market research industry is worth Rs. 4,000 crores
of which only 2 to 3% is estimated to be rural
Major players are:
NCAER for large scale national sample surveys
IMRB (SRI) for social issues as well as for rural marketing
A C Nielsen ORG MARG – the largest social research
consultancy from conceptualisation to final implementation
MART for successful innovations in the 4 As of rural
marketing with path breaking research on haats and melas,
spurious products, rural distribution, media and consumer
behaviour
RMH 05 23