The document outlines the process for conducting rural marketing research in India. It discusses defining business and research objectives, determining the budget, designing the research approach and tools, sampling methods, developing research instruments, collecting and analyzing data, and reporting findings. Some key aspects covered include using both qualitative and quantitative primary and secondary research, tools like participatory rural appraisals, and considerations for fieldwork in rural contexts like building rapport, appropriate communication, and cultural sensitivities.

1. RURAL MARKETING

2. PGDM (IIM Raipur)
Bakhresa FMCG (South Africa)
Relationship Manager (HDFC Bank)
MD- Shyam Hospital
Faculty(MBA)- GLA University, Mathura
Swarit Yadav

3. Rural marketing research process
Defining business and research objectives
Determining the budget
Designing the research(Approach, data sources, research tools-
qualitative/quantitative
Sampling method and size
Designing the research instrument
Fieldwork
Data collection and analysis
Reporting the findings for decision making

4. Defining business and research
objectives
 Business objectives
 Research objectives

5. Determine the research budget
 Collecting information
 Analyzing data
 Specifying the approximate value of the
information to be collected
 Determining the maximum amount that can be
spent on the study

6. Design the research
 Purpose
 Exploratory, descriptive
and casual
 Nature of data
 Quantitative v/s
qualitative
 Sources of data
 Primary v/s secondary
 Exploratory, descriptive
and casual research
 Quantitative and
qualitative research
 Participatory rural
appraisals
 Focus group discussions
 In depth interviews
 Dyads(Paired in-depth
interview)
 Slice of life observation
 Photo ethnography

7. Design the research
 Primary and secondary research
 List for secondary data
 Census of india
 NCAER
 NSSO
 CSO
 State statistical abstract
 District statistical handbook
 ICDS
 CMIE
 Government of india
 AG Census
 Panchayat office
 Marketing research companies-
MART, Anugrah madison
 Rural marketing association of india
 Sampling
 Qualitative research
 Recruitment of
respondents
 Quantitative research
 Sample Size

8. Sampling
 Sampling
 Qualitative research
 Recruitment of
respondents
 Quantitative research
 Sample Size

9. Designing the research instrument
Listing down information areas
Converting each information into one or more questions
Arrange them in a coherent sequence
Adding options to each of the questions to make it close-ended
Using relevant scales for each kind of question to measure
Pilot testing the questionnaire before finalizing

10. Organizing the field and collecting the data
 Discussion guides for
interview
 Interview in natural
setting
 Audio record the
interview
 Local village school
 Panchayat bhawan
 Choupal
 Do not use home
 In-depth interview at
home and alone place
 Avoid crowd
 Choose experienced
investigators for
quantitative research

11. Collating and analyzing the data
 Univariate
 Bivariate
 Multivariate

12. Report the findings
 Executive summary
 Objectives
 Research methodology
 Findings
 Conclusion and recommendations
 Appendices

13. Research tools for rural marketing research
 Participatory rural
appraisals(Assignment)
 PRA
 Captures expressed and
unexpressed behavior
 Diagrams, maps
 Verbal and non verbal
 Cross-check among themselves
 Market access or mobility map
 Daily activity clock
 Chapati diagram
 Process map
 Need assessment map
 Wealth map
 Scaling tools for rural
quantitative research
 Satisfaction scale
 Agreement scale
 Rank ladder

14. Satisfaction scale || Agreement scale

15. Field procedure and rural realities
 Do’s and don'ts in rural marketing research
 Wear simple clothes
 Say ram ram or whatever is used there
 You should know the dialect or ask someone to come along
 Invest time in building rapport
 Explain purpose of the interview
 Listen to his/her points even if it is not related
 Occasional touching of arm and building kinship is important
 Don not try this on females and elder people
 “aap padhe likhe hain kya?” vs “aap kitna padhe hue hain?”
 Approach female members only with the male counterpart of the family
 Ask questions slowly and take breaks in between
 Choose a secluded place to ask questions, avoid crowd
 Don’t be overfriendly that might give biased response

16. 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 timing