Page 128 - DMGT509_RURAL MARKETING

Unit 6: Rural Marketing Research

Multiple Methods: To increase credibility marketing people use several methods together. Notes
Primary Research: where customers are asked directly about their choices and preferences
about products.

Quota Sample: The researcher meets with a set of persons in each category.
Sampling: Deciding the number of person to be interviewed from this entire market segment.
Scientific Method: Effective MR, is conducted on scientific lines, with formulation of hypothesis,
theory, testing and results.
Secondary Research: Where data is located and collected which exists things same each.
Simple Random Sample: Every member has an equal opportunity of being in the survey.
Stratified Random Survey: The population/universe is divided into mutually exclusive groups
such as, age, income and then random samples are taken from each group.
Value and Cost of Information: Marketing persons have to find out the cost to value ratio of the
MR. For example, if the MR is to find the extra sale on decreasing the price to some extent, and
it is found that the cost of research outweighs the profit benefit, such MR should not be undertaken.

6.11 Review Questions

1. Sampling method is important in advertising research. Discuss some methods for planning
the sample.
2. Besides questionnaires, there are other methods for gathering information. Discuss.
3. What type of methodology should be adopted for advertising research?
4. Describe some possible objectives of advertising research.

5. Explain the Marketing Research methods.
6. Explain the Advertising Research.
7. Explain the DAGMAR Approach.
8. What are the steps involved in market Survey?
9. Describe the marketing Research objectives.
10. Describe the different sampling techniques.

Answers: Self Assessment

1. Demand 2. Market Survey
3. Commensurate 4. Open Ended
5. Random 6. True
7. True 8. True
9. False 10. False

11. (b) 12. (a)
13. (c) 14. (a)

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