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More on direct marketing of horticulture
More on direct marketing of horticulture

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Published by: Jayde Murphy-Stewart on Jan 20, 2011
Copyright:Attribution Non-commercial

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03/02/2014

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ASPECT

URBAN

RURAL

RESPONDENTS

Literate, brand aware,
individual respond
individually

Semiliterate or illiterate, brand unaware,
difficult to get individual responses,
generally group responses

TIME

Willing to respond, have time
pressures, spares little time for
researcher

Hesitant but devotes time.

ACCESSIBILITY

Easy to access, though many
suffer from research fatigue

Tough to access: Geographical
distances and psychological
apprehension are barriers
Do not speak to outsiders easily

SECONDARY DATA

SOURCE

Internal data, syndicate
research, published media,
many sources and large data

Very few sources and less data

PRIMARY DATA

SOURCES

Large number of middlemen,
experts, sales force,
consumers opinion leaders

Less number of all categories

SAMPLING

Respondents form relatively
homogenous group. Income
can be a criterion

Heterogeneous groups. Income and
land holding be carefully applied

DATA COLLECTION

Use of sophisticated
instruments, style and
admiration.
Respondents comfortable
with numbers ratings.

Requires simplified instruments.
Respondents comfortable with colors
& pictures.

21 | Making Inroads Into Hinterland

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