Rural Marketing, 3rd Edition by Pearson

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RURAL MARKETING RESEARCH

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CHAPTER 4

83

REVIEW OF OBJECTIVES

1. Understand the marketing research process

and its application in rural areas

The rural marketing research process consists broadly of eight

steps—defining business and research objectives, determin-

ing the research budget, designing the research (decision on

research

approach—exploratory/descriptive/causal;

quali-

tative/quantitative; primary/secondary research), sampling

method and size, designing the research instrument (ques-

tionnaire/discussion guide), collecting information from the

field, collating and analysing the data, presenting the findings

to make ...