A Study on the Level of Educational Background of Owner/Manager of Small Businesses as a Factor Related to the Practice of Marketing Research: Hair Salons Perspective


Authors : Dr Edmund Owusu Amoakoh, Dr Francis Okyere.

Volume/Issue : Volume 4 - 2019, Issue 3 - March

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2QHeTqY

Abstract : This exploratory study is about small businesses, like hair salons. The study employed mainly quantitative approach to analyse interview data that emerged from 280 salon operators. It focused on the educational background of the owners/managers as a factor related to the engagement in the marketing research within hair salon business in Dr. R.S Mompati district in the North-West Province of South Africa. The findings revealed that even though majority of the operators did not engage in marketing research, those who collected information on certain marketing research activities may have been influenced by their educational background. Thus, the higher the educational background the more likely it is that hair salon owner/manager would conduct marketing research. The authors conclude with practical implications and recommendations for further research.

Keywords : Marketing Research, Marketing Research Activities, Hair Salons, Dr. R.S Mompati District.

This exploratory study is about small businesses, like hair salons. The study employed mainly quantitative approach to analyse interview data that emerged from 280 salon operators. It focused on the educational background of the owners/managers as a factor related to the engagement in the marketing research within hair salon business in Dr. R.S Mompati district in the North-West Province of South Africa. The findings revealed that even though majority of the operators did not engage in marketing research, those who collected information on certain marketing research activities may have been influenced by their educational background. Thus, the higher the educational background the more likely it is that hair salon owner/manager would conduct marketing research. The authors conclude with practical implications and recommendations for further research.

Keywords : Marketing Research, Marketing Research Activities, Hair Salons, Dr. R.S Mompati District.

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