Small business owners' assessments of their abilities to perform and interpret formal market studies

Small business owners' assessments of their abilities to perform and interpret formal market studies

Some 127 owners-partners of small businesses provided assessments of their abilities to perform marketing research, including tasks such as designing questionnaires and analyzing data. They also provided their opinions about the value of the information gathered through these marketing activities. O...

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Veröffentlicht in:Journal of small business management 1995-10, Vol.33 (4), p.1
Hauptverfasser: Callahan, Thomas J, Cassar, Michael D
Format: Artikel
Sprache:eng
Schlagworte:
Competition
Costs
Customer feedback
Customer satisfaction
Customers
Employees
Hypotheses
Information sources
Marketing
Opinions
Skills
Small business
Strategic planning
Studies
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Zusammenfassung:Some 127 owners-partners of small businesses provided assessments of their abilities to perform marketing research, including tasks such as designing questionnaires and analyzing data. They also provided their opinions about the value of the information gathered through these marketing activities. Owners expressed confidence about their abilities to perform the research tasks, but were not willing to trust information from these activities for long-term planning purposes.
ISSN:0047-2778
1540-627X