A Note on the Use of Marketing Research by Small Businesses

Authors

  • Mark C. Hall Minnesota State University, Mankato

Abstract

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.

References

Andreason, A. R. ( 1983). Cost-conscious marketing research. Harvard Business Review (July­ August), 74-79.

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.

Downloads

Published

1999-06-17

Issue

Vol. 10 No. 2 (1999)

Section

Small Business Brief

License

The Journal of Small Business Strategy (the “Publisher”) and the Author(s) agree as follows:
 
1.Author(s) hereby grant to Publisher all right, title, and interest in and to the Work, including copyright to all means of expression by any method now known or hereafter developed, including electronic format. If Publisher does not publish the Work within two (2) years of the Effective Date, copyright shall revert back to the Author. Publisher agrees to always credit Author(s) as the author(s) of the Work.
 
2.Publisher hereby grants Author a royalty-free, limited license for the following purposes, provided the Work is always identified as having first been published by Publisher.
    •The right to make and distribute copies of all or part of the Work for use in teaching;
    •The right to use all or part of the material contained in the Work in a book by the Author(s), or in a collection of the Author(s)’s work;
    •The right to use and distribute the Work internally at the Author(s)’s place of employment, and for promotion and any other non-commercial purposes;
    •The right to use figures and tables from the Work for any purpose;
    •The right to make presentations of material from the Work;
    •The right to use and distribute the Work on the Author(s)’s Web site and on the Author(s)’s university’s institute repository;
Such license shall be effective when the Work is first published in the Journal of Small Business Strategy.
 
3.The Author(s) represents and warrants that the Work: (a) is the Author(s)’s original work and that Author(s) has full power to enter into this agreement; (b) does not infringe the copyright or property right of another; (c) contains no materials which is obscene, libelous, defamatory or violates another’s civil right, right of privacy, or is otherwise unlawful; and (d) has not been previously published, in whole or in part. Author(s) shall indemnify and hold Publisher harmless against loss or expenses arising from breach of any such warranties.

How to Cite

A Note on the Use of Marketing Research by Small Businesses. (1999). Journal of Small Business Strategy (archive Only), 10(2), 95-98. https://libjournals.mtsu.edu/index.php/jsbs/article/view/419