Presented To:Prof. C.K.

Sabharwal

Presented By:Vivek Jaiswal

Completely Agree

Somewhat Agree

Neither Agree Nor Disagree

Somewhat Disagree

Completely Disagree

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Dos and Donts in Rural Marketing Research

Wears simple clothes. Familiar with local language or accompany a known person. Invest extra time with villagers even though it is not needed for the research. Purpose and its benefits to villagers should be explained in order to get correct data. Sensitive issues to respondent should be carefully handled. Male researchers should approach a woman respondent through her husband or
guardian of the woman.

Series of Direct questions one after the other should be avoided. Keep patience in one- to-one interaction, as they gather in crowd. Researcher always carry food, water and first aid kit to avoid health problems.

Limitation Of Rural Research

Low literacy level. Local language communication. Remote villages inaccessibility road. Difficult to interacting with women respondent. Interview timing.

There are many Indian and global companies who make several survey on Rural market and they develop many tools to get the actual behaviour of rural customer. The product manufacturing companies are looking for that surveys and they make product for the rural customer on the basis of this survey. Rural research companies are :-

National council for applied economic research (NCAER) MART (Established in 1993) Indian market research bureau (IMRB) by Social and rural research institute (SRI). The Nielsen Company Rural Marketing Association of India (RMAI)

Understanding the marketing research process and its application in rural

market.

Identify special tools requirement for the rural market research. Examine field procedures and rural realities. Understand the rural research business.