A detailed presentation on How to conduct Research in Rural Areas.

1. Chapter 4:
Rural Marketing Research
Presented By:
Sonali Jain
Savi Arora
Morisha bansal
Kunal Arora

2. 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.

3. Rural Marketing Research Process
8 Steps:
1. Defining Objective
2. Budgeting
3. Research Design
4. Sampling
5. Developing Research Instrument
6. Field Work
7. Data Collecting and Analysis
8. Findings and Decision Making

4. 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 Objective
States the expected result output, which
will help in taking decision to achieve
business objective.

5. 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

6. Designing the Research
Research approach are designed based on the purpose, nature, and
source of data.:
Purpose: Exploratory, Descriptive, and casual
Nature of data: Quantitative and Qualitative
Source of Data: Primary and Secondary

7. 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.

8. 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.

9. 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.

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

11. 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.

12. 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.

13. Village Selection Through Probability Proportion to
Size (PPS)
Village Number Size of Population Cumulative Population Sample Selection Number Village Selected
1 2000 2000
2 3000 5000
3 5000 10000
4 600 10600
5 4000 14600
6 900 15500
7 1500 17000
8 3000 20000
9 1000 21000
10 4500 25500
: : :
: : :
20 1000 100000
Sampling interval (S) =
𝑇𝑜𝑡𝑎𝑙 𝑃𝑜𝑝𝑢𝑙𝑎𝑡𝑖𝑜𝑛
𝑁𝑜 𝑜𝑓 𝑉𝑖𝑙𝑙𝑎𝑔𝑒𝑠
=
100000
20
= 5000

14. Household Selection Through Listing Exercise and
Right Hand Rule
 Probability Sampling Technique
Simple Random Sampling
Systematic Random Sampling
Stratified Random Sampling
 Starting points
 Right Hand Rule

15. 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 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 1
4 2 3 4 1 2 3 4 1 2 3
5 5 1 2 3 4 5 1 2 3 4
6 3 4 5 6 1 2 3 4 5 6
7 2 3 4 5 6 7 1 2 3 4
8 5 6 7 8 1 2 3 4 5 6
9 6 7 8 9 1 2 3 4 5 6
10 2 3 4 5 6 7 8 9 10 1

16. Sample Size
Qualitative:
Size is not static but dynamic, more a matter of judgment.
Quantitative:
Sample size, 𝑛 =
𝑁𝑍(𝑝𝑞)
𝑁𝑒2+𝑍2(𝑝𝑞)

17. Designing the Research Instrument
Discussion Guide:
unstructured
open ended
Questionnaire:
structured
close ended

18. 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.

19. 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.

20. Collating and Analysing the Data
Three types of quantitative analysis based on number of variables
involved:
1. Univariate
2. Bivariate
3. Multivariate

21. 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.

22. 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

23. 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.

24. 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.

25. 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.

26. 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

27. 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.

28. Thank You!