Page 125 - DMGT509_RURAL MARKETING

Rural Marketing

Notes 13. Testing research methods is done by having a:
(a) primary Research (b) secondary Research
(c) preliminary research (d) advertising research
14. The research should make you aware of consumer’s behaviour towards competitive:

(a) product (b) market
(c) value (d) data

Guidelines for Making a Questionnaire

Ask basic questions about respondents name, address. While asking his age and income, give a
range, age between 18-30, 31-45, 46-60, 61 and above.

1. Income between Rupees 3000-7000, 8000-15000, 16000-3000.
2. Question with possible two answers: Did you buy the watch yourself? Yes or no?
3. Multiple choice questions: Who advised you to buy the watch, your father, uncle, sister or
cousin?
4. Likert scale questions: The watch is considered best value for money; tick one you consider
right- a/strongly disagree, b/disagree, c/neutral, d/agree, e/strongly agree.

5. Differential scale:
The hotel is large .......................... small
Modern .......................... outmoded
Hotel staff experienced .......................... inexperienced

Courteous .......................... disinterested
Questions on importance of the product can be put on extremely important, very important,
important, and not very important, to not at all important.

Intentions to buy can be asked on a rating scale as sure to buy, perhaps, may not, will not and
will never buy.
Open-ended questions like, “what do you think of our hotel?” Can be answered by the respondents
in any way they like? Associations can tell you about the aided recalls, like
Welcome
Hotel

Travel
Role Play

CEO- In today’s meeting, I want to make sure that we do not miss out on any opportunity that
the rural markets present.
Marketing Director: We are planning to organise a market research in the rural area selected by
us to avoid such an eventuality from happening.
CEO: What is it you want to know from the research?
Finance Director: Please tell us the time frame and the funds required for the research.

120 LOVELY PROFESSIONAL UNIVERSITY