Page 109 - DMGT509_RURAL MARKETING

Rural Marketing Dilfraz Singh, Lovely Professional University

Notes Unit 6: Rural Marketing Research

CONTENTS
Objectives
Introduction
6.1 Market Research

6.2 Marketing Research Objectives
6.3 Market Survey
6.4 Sampling Techniques

6.5 Planning Samples
6.6 Discussions in a Tractor Firm
6.7 Data Processing and Analysis
6.8 Advertising Research and DAGMAR
6.9 Summary

6.10 Keywords
6.11 Review Questions
6.12 Further Readings

Objectives

After studying this unit, you will be able to:
 Define Rural Marketing Research.
 Discuss the Process of Research in Rural Markets.
 Describe the Methods of Data Collection.

 Explain the Data Collection Approaches in Rural Markets.

Introduction

For the students of Marketing it is important to understand the theory and practical applications
of Market Research. This material will provide the students an insight into the vital aspect of
Market Research (MR) in easy to simple language without the clutter of MR jargon. With a view
to making reading interesting, several examples have been included.

MR is associated with primary research for most beginners. However as we know, MR starts
with secondary research, which can be conducted by looking at an immense amount of data
already available somewhere and we need to locate it. Secondary data can provide valuable
information regarding market size historically and future growth patterns.
Qualitative Research is an integral part of MR. It helps in product development, design and
modifications. It also can assist in locating the right market segment for the products, as qualitative
research directs us towards the customer’s mindsets.

This course consists of studying the subject in the real life corporate world.

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