A Note on the Use of Marketing Research by Small Businesses
There is no question that timely and accurate information is as valuable to small business decision makers as it is to decision makers in large organizations. Interestingly though, evidence exists that small businesses make little use of (Oumlil, 1989; Hall, Anglin, and Elliott, 1997; McDaniel and Parasuraman, 1986), and place limited value on (Brush, 1992; Callahan and Cassar, 1995), marketing research -- the very discipline capable of providing this valuable information.
Brush, C. G. (1992). Marketplace information scanning activities of new manufacturing ventures. Journal of Small Business Management (October). 41-53.
Callahan, T. J. & Cassar, M. D. (1995). Small business owners' assessments of their abilities to perform and interpret formal market studies. Journal of Small Business Management (October), 1-9.
Hall, M. C., Angl in, K. & Elliott, K. M. ( 1 997). Marketing research: The small business perspective. In V. Beguin (Ed.), 21st National Small Business Consu lting Conference Proceedings. 196-199.
McDan iel, S. W. & Parasuraman, A. ( 1986). Practical guidelines for small business marketing research. Journal of Small Business Management (January), 1-8.
OumIii, A. B. ( 1 989). Marketing management tools for the small business consultant. Consultation (Winter), 295-30 I.
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