Page 120 - DMGT509_RURAL MARKETING

Unit 6: Rural Marketing Research

5. Respondents may not have enough information on the subject or they may not like to Notes
reveal it for some reason.
6. Some questions in the questionnaire may have a bias or slant towards one answer.

7. Interviewer may not be fully qualified to take up the job of getting respondent’s opinion.
The researcher must take these in to account when analyzing the collected data.
When the sample is systematically drawn, it helps as, data collection becomes lower in cost, and
it is easy to control.

Notes MR Managers must take a close look at the assumptions made by the marketing
personnel, as they may be lopsided.

6.5 Planning Samples

Let us plan a sample for EPABX of large size say which cater to 1000 lines. Who would be
interested in the EPABX?
1. Industrial units, MNCs, large Indian firms, public sector companies

2. Government departments and offices
3. R&D Labs in private and government sector
4. Banks, Indian and foreign, Financial institutions

5. Universities and educational institutions like IITs and IIMs
As a starting point let us get list of all the organizations in the population group with a turnover
of 50 crores.

Pick up 100% of organizations with turnover of 500 crores.
Select 20 units from the organizations with turnover of more than 100 crores but less than 500
crores.

Select 15 units with turnover of less than 100 crores
Pick up all the government departments and their head offices.
Likewise select some units from each of the other categories.
To sum up the sampling technique for EPABX 1000- can be as follows:
1. Defining the population

2. Sampling unit would be the firms and offices having population needing about 800 phones.
3. Sample size could be 400.
As per Philip Kotler, the marketing guru, there are certain characteristics of a good Market
Research. These are:
1. Scientific method: Effective MR, is conducted on scientific lines, with formulation of
hypothesis, theory, testing and results.

2. Creativity: A teenage clothing firm gave video cameras to several young persons, who
were asked to film the discos restaurants where the teenagers went most of the time.

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