Howthe sur­vey was con­ducted

Business Standard - - IN DEPTH -

Peo­ple Re­search on In­dia's Con­sumer Econ­omy (P.R.ICE) is a fact tank and a think-tank that cre­ates and dis­sem­i­nates data based in­sights on the peo­ple of In­dia for use in pub­lic pol­icy and busi­ness strat­egy. Its ICE 360 data bases col­lect pro­pri­etary house­hold data from pri­mary, pan-In­dian sur­veys that it con­ducts and fo­cus on how In­di­ans earn, spend save, live, think and ac­cess pu­bic goods.

This sur­vey is rep­re­sen­ta­tive of large town ur­ban In­dia of 2 mil­lion pop­u­la­tion and above . It has been con­ducted in five met­ros (pop­u­la­tion of 10 mil­lion and above), six Tier 1 (pop­u­la­tion of 5- 10 mil­lion) and four Tier II towns (2 to 5 mil­lion) and four what we call Tier 2B be­cause they are large Tier III towns, many of them bor­der­ing on Tier II in terms of pop­u­la­tion and are places of eco­nomic ac­tiv­ity like Jam­na­gar, Bokaro and Tirup­pur and Kan­nur. All four zones of the coun­try were cov­ered. The to­tal sam­ple size was ap­prox­i­mately 17,000 in­di­vid­u­als (split al­most evenly be­tween men and women), who were be­tween the ages of 18 and 70 and spanned all af­flu­ence lev­els and oc­cu­pa­tion types.

The du­ra­tion of the field­work was De­cem­ber-Jan­uary 2018-19. The com­par­isons we re­port be­tween 2014, 2016 and 2019 data are based on like-to-like sam­ples. One more point to note is that these ques­tions were not asked on a stand­alone ba­sis but as part of a broader sur­vey.

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