1.8.Rural Marketing Research – Methodology and Tools,

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

Documents

1.8.Rural Marketing Research – Methodology and Tools,