Rural India comprises nearly half a million villages inhabited by a population of over 728 million – 72% of the country’s total population, as at July 1999.
Until recently, this vast consumer market was largely unrepresented in the Media Measurement Studies. This is because any research design for Rural India needs to take into account the wide heterogeneity of the market, which, in research terms, translates into virtually a geographical blanket coverage, and creates issues on the reliability of the findings in terms of sampling methodology and sample sizes.
Symposium: 1999: Florence, Session 3 - Enhancing Our Readership Methods Problems Revisited
Authors: Merchant, Katy, Thadani, Ramesh
Organisations: Indian Market Research Bureau
Topics: Readership Model