Page 118 - DMGT509_RURAL MARKETING

Unit 6: Rural Marketing Research

Notes
Features A B C D E
Design
Availability of colors
Channels
After sales service
Available sizes
Compatible with VCD
or DVD
Remote Features
Service facilities

(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
decision-making?

Self Assessment

Fill in the blanks:
1. ............................... projection for the product in a given area for an acceptable period like
one year.
2. ............................... is conducted by collecting data or information directly from the
consumers.

3. Time and money spent should be ............................... with the objective of the research.
4. ............................... questions get the respondents to use their own words and individualistic
replies come from such questions.

5. The population/universe is divided into mutually exclusive groups such as, age, income
and then ............................... samples are taken from each group.

6.4 Sampling Techniques

Now it is time to understand, which market we are going to survey. Who are our target audience?
Defining the market segment, the right geographic area, gives us the parameters, along which
we have to organize the survey. We call it the Universe or the population. For the purpose of the
MR, the universe, or the total population for Surf Excel would be the entire middle and high-
income group of a town.

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