Page 116 - DMGT509_RURAL MARKETING

Unit 6: Rural Marketing Research

The questions should follow a pattern, and a logical sequence. Notes
It is time that the students prepare a questionnaire for conducting MR for any one of the following
products:

1. A car
2. Cosmetics
3. Readymade garments
The student can select a brand and build the questionnaire around that brand.

Testing the questionnaire needs to be done next. For the purpose a small sample is adequate. It
should be from the market segment for which the product is meant. If any question is found to
be difficult, or objectionable it should be modified or removed. A mix of 20-25 respondents
should be normally sufficient for the test purposes.
A sample questionnaire is given below.

Sir/Madam,
This is a survey of households with respect to TV purchase. We request you to kindly help in
filling the questionnaire giving your ideas, as we attach great value to your judgment in this
regard. We thank you in anticipation of your cooperation.
1. Do you have TV? yes/no.
2. If yes, please tell its model and make.

3. If no, then please go to the last question.
4. Buying the TV, what were you looking for?
5. What is your opinion on the features of TV listed below?
(Since this is only a sample many questions have been left out)

A-Extremely Important, B-Important, C-Somewhat Required, D-May Be Required, E-Not
Needed at all
6. How do you rate the price of TV, is it, high, medium, low for the car? Did you get value for
money?
7. Did you make outright purchase or took the hire purchase option? If you bought the TV
under H/P, which company offered the loan?
8. Who all helped you in deciding about the TV? Rate the following as per their importance:
(a) Wife/husband
(b) Sons/daughters

(c) Other relatives
(d) Neighbours
(e) Colleagues
9. Did you see any advertisement of the TV prior to purchase and if yes, did it help in
Income level/pm; below 5000/5001-15000/15001-30000/30001-50000/50001-80000/80001
+ Family size; below 3/3-5/6-9

People find it easier to give a range for age, income rather than giving accurate figures, as it
could be less embarrassing.

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