Perceptions of small businesses toward professional marketing research services

A study surveyed 320 small businesses in one Standard Metropolitan Statistical Area in Texas to determine their: 1. level of confidence in various suppliers of marketing research services, 2. future research needs, 3. degree of confidence in their own research capability, and 4. preference for outside assistance. When asked to evaluate 9 sources of marketing research services, respondents reported more confidence in local suppliers. Larger companies were more confident than smaller firms in the services provided by research suppliers located in another city. Small businesses did not appear to be as concerned about gathering information on present customers, former customers, or competition as they were about potential customers and the general public. They also were concerned more with researching ways to sell existing products and services than with identifying new ones to market. In general, small business owners and managers did not express a lot of confidence in their ability to conduct a formal marketing research study.