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Home > Divisions > SRI
IMRB International's Divisions: SRI
The Social and Rural Research Institute (SRI) was set up in 1990 with the objective of establishing a specialist unit to give focus and identity to two aspects of research that IMRB International had, in fact, been actively involved in for several years, namely, social research and research of and for rural markets .
SRI uses a combination of desk research, qualitative research techniques such as focus group discussions and participatory research as well as quantitative research techniques. In addition SRI approaches each research subject with an open mind and adapts market research techniques to suit the special requirements of illiteracy, poor articulation, several languages and dialects.
SRI has two distinct missions that guide its operations: To study social issues with commitment, expertise, objectivity and an orientation towards actionability, and to set up databases and research expertise with regard to marketing in rural India , where hitherto there has been a paucity of data.
SRI guided by its mission specialises in conducting Social research and Rural research. Social research deals with research on causes and issues that can contribute to action which would bring about social change. Rural research pertains to research in, of and for rural areas, both for social issues as well as for rural marketing.
Coverage
SRI takes pride in having the resources to conduct data collection in almost any part of the country. It can undertake nation wide surveys almost simultaneously and much faster than others. In last three years, we have undertaken four nation wide surveys and have our presence in almost all parts of the country.
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