Journal ArticleDOI
Understanding the rural consumer's behaviour in the context of his ecosystem: a telecommunication perspective
TLDR
In this paper, the authors highlight the evolution of PRA as well as its interpretation by MART (India's leading rural market research firm) in terms of one commercial project undertaken for a telecom player.Abstract:
Rural markets have always been a challenge for market researchers. Conventional tools applicable in urban areas are not directly adaptable in the rural setting. With the emergence of rural markets in terms of brand awareness, and the shift from nominal decision-making process to a more extensive decision-making process, more innovative research tools are required to capture data about rural consumers in a more effective way. Participatory Rural Appraisal (PRA) is one tool that does precisely that. The tool itself, however, has evolved over time and has recently caught the attention of rural market researchers for commercial projects. The tool has so far been limited to application by NGOs for the implementation of either government projects or donor NGO-funded initiatives. This paper strives to highlight the evolution of PRA as well as its interpretation by MART (India's leading rural market research firm) in terms of one commercial project undertaken for a telecom player.read more
Citations
More filters
Journal ArticleDOI
Strategic marketing in times of recession versus growth: New Zealand manufacturers
TL;DR: In this paper, the authors provide insights and advice for marketing strategists within New Zealand's manufacturing sector, based on lessons gleaned from previous research into successful strategic marketing practices in times of both recession and growth, and in the face of an ongoing post-global financial crisis "hangover" characterised by unpredictable trading conditions both worldwide and in Asia-Pacific region.
Journal ArticleDOI
In researching emerging markets, anthropology often trumps statistics
TL;DR: In this paper, the authors argue that a thorough understanding of emerging markets requires a mind-set and set of skills akin to those of an anthropologist, and sets out how these can be acquired.
Journal ArticleDOI
E-COMMERCE AS AN INSTRUMENT OF GOVERNING SMEs’ MARKETING STRATEGY IN AN EMERGING ECONOMY
TL;DR: In this paper, the authors report on the use of e-commerce as an instrument of governing SMEs' marketing strategy in an emerging economy and identify the extent to which SMEs owners/managers perceived ecommerce to be important to their businesses survival and growth.
Journal ArticleDOI
How MRS′ Journal has Contributed to the Development of Market and Social Research
TL;DR: The history of the UK Market Research Society (MRS) journal can be found in this article , where the reasons for introducing a journal are discussed, and the competitive context, at that time and onwards.
References
More filters
Journal ArticleDOI
The origins and practice of participatory rural appraisal
TL;DR: In this article, the authors describe a growing family of approaches and methods to enable local people to share, enhance and analyze their knowledge of life and conditions, to plan and to act.
Journal ArticleDOI
Participatory rural appraisal (PRA): analysis of experience
TL;DR: The more significant principles of Participatory Rural Appraisal (PRA) concern the behavior and attitudes of outsider facilitators, including not rushing, "handing over the stick", and being self-critically aware as discussed by the authors.
Journal ArticleDOI
Participatory rural appraisal (PRA): challenges, potentials and paradigm
TL;DR: In this article, the authors describe the spread of participatory rural appraisal (PRA) as an emerging family of approaches and methods has been lateral, South-South, through experiential learning and changes in behavior, with different local applications.
Participatory rural appraisal: a quick-and-dirty critique
TL;DR: The other day a colleague showed me what seemed a professionally competent research proposal, rejected by the funding agency because it failed to include any discussion of PRA in the section on research methods as discussed by the authors.