Chapter 4 (Res)

Chapter 4 Survey by UNICEF
Villagers idenfying key change agents by way of

Chapati diagram
Copyright © 2016 Pearson India Education Services Pvt. Ltd

Rural Marketing, 3/Ed Pradeep Kashyap
• Based on the

• Size
• Distance of each circle, UNICEF arrived at key
change agents in the village:
• Auxiliary / Mid wives ------ most accessible

• Anganwadi sevikas --------second most influential
• Panchayat ------------------- third most influential
• School teachers -----------fourth most influential

Learning Objectives
• Understand the marketing research process and its

application in rural areas
• Identify special tools required for rural marketing research
• Examine field procedures and rural realities
• Understand the rural research business

Why does a need arise to do marketing
research ???
Between Defining the problem & Arriving at a

solution, there are many steps

The Rural Marketing Res
Process
1. Defining the Business and Research
Objectives
2. Determining the Research Budget

3. Designing the Research
4. Sampling Method and Size
5. Designing the Research Instrument
6. Fieldwork
7. Data collation and analysis
8. Reporting the findings for decision making

1.Setting the Objectives
Research Objectives
Business Objectives state the expected
state the use the research output helps

findings will be put to in taking Business
Objective decision
 To design a new  To map the buying

product for rural behaviour of rural
consumers consumers
 To understand the profile

 To design a new of rural con, etc.
distribution channel

2. Determining the Research
Budget

• Specifying the approximate value of the information to be
collected
• Determining the maximum amount that can be spent on the

study
• Once the budet is finalised, the research is designed

accordingly.

3. Designing the Research - 3
Following approaches needs to be taken into consideration
Purpose
• Exploratory for a basic understanding - when the
product/market is new

• Descriptive for a thorough and analytical view-next step to
exploratory research.
• Causal by undertaking experimental research-to test-market
in few select villages to predict its success.
Nature of data
• Quantitative: Numbers driven using structured questionnaires-
close-ended questions.
• Qualitative: A free flowing interview or discussion, no fixed
format, open-ended questions.
• Normally researchers start with qualitative and validate through
quantitative
Sources of data - Primary and Secondary
•
Qualitative Research
Participatory rural appraisal using pictures drawn by the community
members themselves-a group of respondents, share, analyse & enhance
their knowledge.
• Focus group discussions involving 6 to 10 targeted respondents with a

moderator.
• In-depth interviews on a face to face basis with a set of questions to know

cons pattern, attitude & behavior of villagers.
• Dyads: Paired in-depth interviews, eg, a couple.
• Slice of life observation at the place of residence or work-researcher

observes the lifestyle of the respondent-effective in capturing the actual
behavior of the respondent.
• Photo ethnography: Sketching the story through pictures by capturing

different moments or activities of the respondents -a picture is worth a
thousand words.

• Participatory rural appraisal - PRA using pictures drawn by
the community members themselves -for rural community,
by the rural community & with the rural community.

• Chapati Diagram- size of chapati denotes importance, its
distance from the centre denotes its accessibilityh by villagers.
• Study of UNICEF in Rajasthan village to identify change

agents - to bring about a change in the rural consumer
behavior.
• Different sizes of Chapatis or circles depicting key persons
related to health, sanitation & hygeine in the village. The
villagers were then asked to pick & place these circles at diff
places in the chart to show their accessibility to each key
person.
• Result: UNICEF was able to identify the most effective change
agents based on size and distance of each circle: Mid wifes /
Anganwadi workers/ Panchayat / School teachers.


• FMCG - lot of research already done, can directly
start with quantitative research.
• Sectorslike banks, insurance, health, energy - not

much research done hence prior information or
knowledge does not exist, hence a it requies
exploratory or a qualitative approach to start with.

Differences Between PRA and FGD
PRA FGD
Large and heterogeneous in Typically small and homogenous
nature, ensuring participation groups

from all walks of life
As expression is both verbal and A verbal channel – outspoken
non-verbal, even the less individuals often dominate the
assertive people can express their discussion
views
Moderator’s role is limited, hence Moderator’s intervention can be
the flow of information flow is high in evolving a response from
natural all sectors
Attitude and behaviour change Action oriented
oriented
On-the spot analysis by Analysis done by moderators
participants
Cross-checking and validation of Findings need to be validated
data can be done on site by with more FGD till a consensus
involving the members of the is reached
group
Rural Marketing, 3/Ed
Pradeep Kashyap
Secondary Rural Data

4. Sampling
Simple random
sampling

Systematic random
sampling
Stratified sampling
Purposive sampling
Snowball sampling
Multi-stage area
sampling

Sampling
Sampling method Description
Simple random sampling Population elements are chosen by lottery
method

Systematic random Selecting sample randomly but with fixed
sampling periodic intervals
Stratified sampling Population is divided into 2 or more

segments based on some variables, to draw
a sample from each subset.
Purposive sampling Sample based on some specific purpose, eg,
specific group of farmers or agri labourers.
Snowball sampling Contacting a well known person and to get

references from that person to meet them to do
research
Multi stage area It is a sample design in which two or more
sampling levels of units are imbedded (one in the
other) at each stage.
4. Sampling

Qualitative reseach sampling.
Sampling design involves, deciding on sampling method & sample size.
For qualititative research, a purposive sampling is enough. The respondent
should be equipped with full knowledge , hence small sample size.
In qualitative research, sampling continues till the info ceases to exits.
Snowball sampling is also used in Qualitative research. Here, the researcher

contacts a person like Sarpanch who then refers to all other villagers, commonly
used for conducting focus groups, in-depth interviews & dyads

Sampling...contd...

Quantitative reseach sampling.
Multi-stage sampling is common, it is a heirarchial

method: selecting zones, then states, then
districts, then blocks, and selection of villages.
Villages can be selected on population, proximity to
the highway, occupation, profession & relegion.

Multi-stage Area Sampling
Villages selection - Probability Proportion to Size Method
through calculation of sampling interval and using random
numbers.

Population vs size of the village
culumative population is then worked out
Sampling interval = total no. of cumulative population / no. of
villages to be selected.
Eg: population 1,00,000
No. of villages to be selected 20, then
1 lakh / 20 = 5000 (samling interval)
This sampling interval is then added to a random no. chosen
(between 1 and the sampling interval arrived) in front of
village no. 1, the process is continued till the last village.

Household selection through listing exercise and right
hand rule.

Listing exercise - listing like in a telephone directory.
Righ hand rule:

Selet 4-5 starting points (eg 4 directions)
- select a household at right hand side of each point
with some intervals of households depending on the
sample size.

5. Designing the Research
Instrument
Steps for preparing
questionnaire
Discussion guide for

qualitative – an unstructured Listing down information areas
measurement form that permits

Converting each information into
many responses, includes one or more questions
open-ended questions.
Arranging them in a coherent
sequence
Questionnaire for quantitative
Adding options to each of the
– mostly includes close ended questions to make it close ended
questions seeking definitive
Using relevant scales for each kind
responses. of question to measure
Pilot testing the questionnaire

before finalization

6. Organizing the Field and Collecting the
Data
• In qualitative research, interviews and discussions are held in

natural settings
• Focus groups are conducted at caste neutral and common

village points
• In-depth interviews are conducted at respondent’s house or

isolated place
• In quantitative research field investigation team needs to be

briefed properly and mock sessions conducted
• Regular monitoring and surprise checks have to be conducted

7. Collating and Analysing the
Data

• In qualitative research, data collected (notes, audio
recordings or PRA charts) is transcribed and collated in a
set format
• In quantitative research data input frames are prepared in

Excel or SPSS format
• Analysis can be done through univariate, bivariate or

multivariate analysis

8. Reporting the Findings
Executive Summary  Snapshot and key highlights

Objectives  Business and research
Research  Methodology used

Methodology
Findings  Detailed findings of research
Conclusions and  Sum up the findings

recommendations
 Additional and detailed information used in the
Appendices analysis

Special Tools Used in Rural Marketing
Research - to capture responses

Scaling tools for
Participatory Rural
Quantitative
Appraisal tools are:
Research
 Market Access or  Satisfaction Scale
Mobility Map  Agreement Scale
 Daily Activity Clock  Ranking Ladder
 Chapati Diagram
 Process Map
 Wealth Map

• 1. Mobility map helps us to understand the the mobility of
rural consuerms to buy products, this helps the researcher
to identify pain points and need gaps.
• 2. Daily clock captures economic and social activity in the
daily life of the rural - this helps in understanding the time

window for communicating. (Eg Aircel study of mobile
phones calling by village consumers).
• 3. Chapati diagram.
• 4. A process map - a step by step approach to completing
any activity (Eg: complete agri process).
• 5. A need assessment map for any new product helps to
identify issues related to access, acceptaility or
affordability.
• 6. Wealth map to gather info on income flows and
expenditure pattern.

Special Tools Used in Rural Marketing
Research
A resource and

mobility map drawn
with the help of a
group of consumers
during a PRA
conducted in a
village in Uttar
Pradesh
The MART Satisfaction Scale

Some Dos and Don’ts in Rural
Research
Wear simple clothes and greet in the local language

Be familiar with the local dialect
Explain the purpose and benefits of the research at the

outset
Let the respondent lead the interview
Minimal physical contact with no contact with the

opposite gender
Be ready for crowds and slowly guide respondent to
secluded place
Always carry food, water and first aid kit to avoid health
problems

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 timings due to long working hours of
menfolk and housework by womenfolk
Revalidation of data is impossible

The Rural Research Business
• The National Council for Applied Economic Research

(NCAER)
• MART, a leading consultancy in the rural domain, involved

in promoting social development and rural research
• The Social and Rural Research Institute – the social wing of

IMRB (Indian Market Research Bureau)
• The social research wing of the Nielsen company
• The Rural Marketing Association of India (RMAI)

Rural Immersion Program
The new age innovation in rural research.

Comapnies train their managers to visit rual areas to
sensitize them on various rural issues, their lifestyles,
attitudes and behaviors.
Visits to various facilties like health centres, anganwadis,
schools, haats, etc.
The participants interact with key persons including
Panchayat people.
Dupont, Ericsson, Pepsi and Nestle.

Rural Marketing Case
Participatory Rural Appraisals
Refer to video case and answer the following questions:

1. What advantage do PRA tools have over other research
tools used in consumer research?
2. Explore new PRA tools that can be applied for

understanding the brand adoption process?

Successful Mantra in Rural Market
Research

Understand the rural mindset through
research which involves the respondent

First step is selecting different zones followed by states, districts, blocks and
then villages in stages.
• Villages selection villages can be selected on the basis of population,

proximite to highway, occupation, reletion, etc. Probability Proportion to
Size Method through calculation of sampling interval and using random
numbers
An Example of the Probability Proportion to Size Method

Villages selection - The Kish Grid method, used to select
the respondent randomly.
Eg. the researcher in front of House no. 4 and wants to

interview any one having a latest mobile phone but 5
such members are there having a mobile phone:
-list out all these 5 members age wise in descending

order.
- match the household no. (4) with row no. 5 (rows
indicate the no. of eligible members).
Finally the respondent is picked up from the line
cutting across the column & the row is selected as
sample.

•
Household selection – Listing Exercise and Right Hand
Rule using stratified random sampling / simple random
sampling / systematic sampling.
Respondent selection - Kish Grid (when there is more than

1 respondent within the same target group) - dev by
statistician Leslie Kish in 1949.
The Kish Grid

Sample Size
In case of infinite universe formula used is:

Where,
p = probability of occurrence q = (1-p)
e = standard value at a specified margin of error
Z = standard value at a specified confidence level

Sample Size
Sample size in rural is dynamic and not static in qualitative
research.

In case of quantitative research formula used is
where,
n = sample size
N = Size of universe
Z = the Z-score associated with the degree of confidence
selected
p = frequency of occurrence
q = (1 – p) and
e = the tolerable error

First step is selecting different zones followed by states, districts, blocks and
then villages in stages.
• Villages selection villages can be selected on the basis of population,

proximite to highway, occupation, reletion, etc. Probability Proportion to
Size Method through calculation of sampling interval and using random
numbers
An Example of the Probability Proportion to Size Method

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Chapter 4 Survey by UNICEF

Villagers idenfying key change agents by way of

Copyright © 2016 Pearson India Education Services Pvt. Ltd

Copyright © 2016 Pearson India Education Services Pvt. Ltd

• Auxiliary / Mid wives ------ most accessible

Rural Marketing, 3/Ed Pradeep Kashyap

• Understand the marketing research process and its

Copyright © 2016 Pearson India Education Services Pvt. Ltd

• Identify special tools required for rural marketing research

• Examine field procedures and rural realities

• Understand the rural research business

Rural Marketing, 3/Ed Pradeep Kashyap

Between Defining the problem & Arriving at a

Rural Marketing, 3/Ed Pradeep Kashyap

2. Determining the Research Budget

Copyright © 2016 Pearson India Education Services Pvt. Ltd

4. Sampling Method and Size

5. Designing the Research Instrument

7. Data collation and analysis

8. Reporting the findings for decision making

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

 To design a new  To map the buying

 To understand the profile

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

• Determining the maximum amount that can be spent on the

• Once the budet is finalised, the research is designed

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

• Focus group discussions involving 6 to 10 targeted respondents with a

Copyright © 2016 Pearson India Education Services Pvt. Ltd

• In-depth interviews on a face to face basis with a set of questions to know

• Slice of life observation at the place of residence or work-researcher

• Photo ethnography: Sketching the story through pictures by capturing

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

• Study of UNICEF in Rajasthan village to identify change

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

• Sectorslike banks, insurance, health, energy - not

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

Copyright © 2016 Pearson India Education Services Pvt. Ltd

Copyright © 2016 Pearson India Education Services Pvt. Ltd

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

Stratified sampling Population is divided into 2 or more

Snowball sampling Contacting a well known person and to get

Copyright © 2016 Pearson India Education Services Pvt. Ltd

In qualitative research, sampling continues till the info ceases to exits.

Snowball sampling is also used in Qualitative research. Here, the researcher

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

Multi-stage sampling is common, it is a heirarchial

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

Righ hand rule:

Rural Marketing, 3/Ed Pradeep Kashyap

Copyright © 2016 Pearson India Education Services Pvt. Ltd

measurement form that permits

Pilot testing the questionnaire