Module3: Marketing Information Systems
Concept and significance, Internal reporting systems, Marketing Intelligence Systems, Rural Marketing Research, Rural Marketing Survey
Concept & Significance Of Marketing Information System
It is the know-how regarding production (crop or otherwise), consumption (sales), prices of different agro-produce, other information relevant to rural marketing. It also covers regional ups and downs on crops, prices and trends and national level imports and exports situation. Information is useful in framing policy ex. Information on prices-price policy.
Market Intelligence
The use of market information and it’s combination with economic & managerial concepts and principles to arrive at actionable policies and interventions. Ex: India has a bumper Rabi wheat crop. What is the implication on domestic prices and demand supply? Other wheat producing nations also had a bumper crop. What is the implication. What is the course of action?
Market Information System
Vision – Mission – Strategy -- Structure
SYSTEMS
Agriculture Inputs MIS-GCOGF
Jamnag ar Junagad
Amreli
Supplier
Rajkot
Bhavnagar-Field Coord
Bhavnagar
Rural Marketing Research
With its vast spread, geographical area, cultural and socio-economic uniqueness, Rural Marketing and The Rural Consumer remain a “Black Box” for the urban marketer. There is a need to understand Rural India. Research therefore becomes an indespensible part of successful Rural Marketing.
Rural Market Research
• What is the objective of conducting research?
• Ensure maximum inputs to the research process • Accurate and authentic framework to the research study
Research Objectives & Design
• Rural research still in preliminary stage • Studies are still exploring the qualitative aspects to different issues. • (1) Acceptability (Product) • (2) Availability (Place/Distribution) • (3) Affordability (Price) • (4) Awareness (Promotion/Communication)
Types Of Rural Studies
• Usage attitude or KAP • Feasibility of new product/new market/etc.. (Ref: case Suryodaya Pvt. Ltd.) Mapping: Distribution, Promotion, Communication
Secondary Data Research
• Census of India • National Council of Applied Economic Research (NCAER) • National Sample Survey Organization • DRDA – District Rural Dev. Agency • CSO – Central Statistical Organization • ICDS • Panchayat
Primary Data Collection
• Most of the data available is secondary data • These are from development sector perspective • Do not fit into framework of market information system • To research specific hypothesis, primary data is the only path way
Data Collection Methods
In depth interviews Focused discussions PRA-Participatory Rural Appraisal
PRA Large heterogeneous Focused Group Discussion Small, Homogeneous
participation.
Less assertive people Can participate ( Verbal & Non-Verbal)
groups.
Verbal – only outspoken individuals.
Data Collection Methods
PRA Moderator role is low. Information flow natural. Attitude & behavioural Focused Group Discussion High moderator role demands high skills Action oriented
change oriented.
On spot analysis done by Participants Cross checking done on-site More FGD’s till consensus with members or group is reached. Analysis done by moderator
PRA Tools & Scaling Methods
• • • • • Social Mapping Resource Mapping Seasonality Diagram Venn Diagram Simple, easy to understand scaling methods; Use of visuals and colors • Ensure involvement of respondents • Empower respondents. Ex: (1) Faces (2) Color Wheel (3) Ladder
Questionnaire Design
• • • • Simple & direct Self explanatory Not ambiguous Logical flow: from general to specific or macro to micro • In local language
Sampling
• Keep demographics in mind Large villages > 5000 population Medium villages > 2000 – 5000 Small villages 1000 – 2000 Tiny villages < 1000 Are in the ratio: 1:3:4:12
Scattered & Remote Locations
• Mostly tiny villages • Kuccha roads • Difficult logistics Homogeneity: Sample should have adequate representation of all SEC’s, Income Classes, Occupation, Religion and Caste.
Sampling Process
Some of the difficulties are: • Large number of villages • Wide spectrum of population • Different habitations, different perceptions
Village Sampling
Different ways of selecting a village: 1. 2. 3. 4. 5. Population Proximity to highway or remoteness Occupation profile Religion Tribal or Non-Tribal
Sample Size Determination
Current studies are by and large qualitative in nature. Rural masses are relatively more homogenous as compared to Urban population from the point of Occupation Respondent Sampling Based On SEC R1 : R2 : R3 : R4 4 11 37 48
Do’s & Dont’s In Rural Market Research
• Wear simple clothes. Be “village like”. Address them in the local way. Speak local language. • If not familiar with the local dialect, use an interpreter. • Establish rapport with the interviewee by discussing sometimes even unrelated subjects before moving on to the main purpose.
Do’s & Dont’s In Rural Market Research
• Explain the purpose of the study & it’s benefits to gain the full co-operation and trust of the villagers. • Try and make respondent part of the research study. • Listen carefully to the respondent. (Make the respondent feel valued) • Occasional physical touch of arm between same sex is ok. Male researchers must approach a women respondent either through her husband or another male member in the family. • Handle issues of sensitivity with care.
Do’s & Dont’s In Rural Market Research
• Space out questions to the pace of the respondent • Persons gathered around should not prompt and hence a request must be made to them.
Attributes of a good rural researcher
• A rural mindset • Effective communication • Discerning ability • Good memory • Patience Location for conduct of research interview: Caste neutral; Easy to locate; Easy to find people; Easy to initiate a conversation Ex: Chaupal; Haat; Tea Stall; School
Other Points
• Interview both Husband (decision maker) and Wife (User) • Time Early morning or evening • Familiarize with environment • Carry own food / water
Quality Measures
• Pre-test questionnaire • Accurate and proper translation to local language • Pre-testing of instrument • Proper selection and training of field team
Limitation Of Rural Research
• Low literacy level • Poor media exposure, low product and brand awareness • Local language communication • Inaccessibility • Social taboos; Gender • Interview timings • Difficulty in revalidation of data
Major Players In Indian Rural Market Research
Research Industry size: Rs. 4,000/- crore of which 5% or Rs. 200/- crores is rural. ORG-MARG about 50 crores. Has high growth potential NCAER-National council for applied economic research IMRB (Social & Rural Research Inst.) AC Nielsen ORG – Marg MART
doc_464588570.ppt
Concept and significance, Internal reporting systems, Marketing Intelligence Systems, Rural Marketing Research, Rural Marketing Survey
Concept & Significance Of Marketing Information System
It is the know-how regarding production (crop or otherwise), consumption (sales), prices of different agro-produce, other information relevant to rural marketing. It also covers regional ups and downs on crops, prices and trends and national level imports and exports situation. Information is useful in framing policy ex. Information on prices-price policy.
Market Intelligence
The use of market information and it’s combination with economic & managerial concepts and principles to arrive at actionable policies and interventions. Ex: India has a bumper Rabi wheat crop. What is the implication on domestic prices and demand supply? Other wheat producing nations also had a bumper crop. What is the implication. What is the course of action?
Market Information System
Vision – Mission – Strategy -- Structure
SYSTEMS
Agriculture Inputs MIS-GCOGF
Jamnag ar Junagad
Amreli
Supplier
Rajkot
Bhavnagar-Field Coord
Bhavnagar
Rural Marketing Research
With its vast spread, geographical area, cultural and socio-economic uniqueness, Rural Marketing and The Rural Consumer remain a “Black Box” for the urban marketer. There is a need to understand Rural India. Research therefore becomes an indespensible part of successful Rural Marketing.
Rural Market Research
• What is the objective of conducting research?
• Ensure maximum inputs to the research process • Accurate and authentic framework to the research study
Research Objectives & Design
• Rural research still in preliminary stage • Studies are still exploring the qualitative aspects to different issues. • (1) Acceptability (Product) • (2) Availability (Place/Distribution) • (3) Affordability (Price) • (4) Awareness (Promotion/Communication)
Types Of Rural Studies
• Usage attitude or KAP • Feasibility of new product/new market/etc.. (Ref: case Suryodaya Pvt. Ltd.) Mapping: Distribution, Promotion, Communication
Secondary Data Research
• Census of India • National Council of Applied Economic Research (NCAER) • National Sample Survey Organization • DRDA – District Rural Dev. Agency • CSO – Central Statistical Organization • ICDS • Panchayat
Primary Data Collection
• Most of the data available is secondary data • These are from development sector perspective • Do not fit into framework of market information system • To research specific hypothesis, primary data is the only path way
Data Collection Methods
In depth interviews Focused discussions PRA-Participatory Rural Appraisal
PRA Large heterogeneous Focused Group Discussion Small, Homogeneous
participation.
Less assertive people Can participate ( Verbal & Non-Verbal)
groups.
Verbal – only outspoken individuals.
Data Collection Methods
PRA Moderator role is low. Information flow natural. Attitude & behavioural Focused Group Discussion High moderator role demands high skills Action oriented
change oriented.
On spot analysis done by Participants Cross checking done on-site More FGD’s till consensus with members or group is reached. Analysis done by moderator
PRA Tools & Scaling Methods
• • • • • Social Mapping Resource Mapping Seasonality Diagram Venn Diagram Simple, easy to understand scaling methods; Use of visuals and colors • Ensure involvement of respondents • Empower respondents. Ex: (1) Faces (2) Color Wheel (3) Ladder
Questionnaire Design
• • • • Simple & direct Self explanatory Not ambiguous Logical flow: from general to specific or macro to micro • In local language
Sampling
• Keep demographics in mind Large villages > 5000 population Medium villages > 2000 – 5000 Small villages 1000 – 2000 Tiny villages < 1000 Are in the ratio: 1:3:4:12
Scattered & Remote Locations
• Mostly tiny villages • Kuccha roads • Difficult logistics Homogeneity: Sample should have adequate representation of all SEC’s, Income Classes, Occupation, Religion and Caste.
Sampling Process
Some of the difficulties are: • Large number of villages • Wide spectrum of population • Different habitations, different perceptions
Village Sampling
Different ways of selecting a village: 1. 2. 3. 4. 5. Population Proximity to highway or remoteness Occupation profile Religion Tribal or Non-Tribal
Sample Size Determination
Current studies are by and large qualitative in nature. Rural masses are relatively more homogenous as compared to Urban population from the point of Occupation Respondent Sampling Based On SEC R1 : R2 : R3 : R4 4 11 37 48
Do’s & Dont’s In Rural Market Research
• Wear simple clothes. Be “village like”. Address them in the local way. Speak local language. • If not familiar with the local dialect, use an interpreter. • Establish rapport with the interviewee by discussing sometimes even unrelated subjects before moving on to the main purpose.
Do’s & Dont’s In Rural Market Research
• Explain the purpose of the study & it’s benefits to gain the full co-operation and trust of the villagers. • Try and make respondent part of the research study. • Listen carefully to the respondent. (Make the respondent feel valued) • Occasional physical touch of arm between same sex is ok. Male researchers must approach a women respondent either through her husband or another male member in the family. • Handle issues of sensitivity with care.
Do’s & Dont’s In Rural Market Research
• Space out questions to the pace of the respondent • Persons gathered around should not prompt and hence a request must be made to them.
Attributes of a good rural researcher
• A rural mindset • Effective communication • Discerning ability • Good memory • Patience Location for conduct of research interview: Caste neutral; Easy to locate; Easy to find people; Easy to initiate a conversation Ex: Chaupal; Haat; Tea Stall; School
Other Points
• Interview both Husband (decision maker) and Wife (User) • Time Early morning or evening • Familiarize with environment • Carry own food / water
Quality Measures
• Pre-test questionnaire • Accurate and proper translation to local language • Pre-testing of instrument • Proper selection and training of field team
Limitation Of Rural Research
• Low literacy level • Poor media exposure, low product and brand awareness • Local language communication • Inaccessibility • Social taboos; Gender • Interview timings • Difficulty in revalidation of data
Major Players In Indian Rural Market Research
Research Industry size: Rs. 4,000/- crore of which 5% or Rs. 200/- crores is rural. ORG-MARG about 50 crores. Has high growth potential NCAER-National council for applied economic research IMRB (Social & Rural Research Inst.) AC Nielsen ORG – Marg MART
doc_464588570.ppt