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RELATIONSHIP BETWEEN EDUCATIONAL BACKGROUND OF OWNERS OF SMALLER BUSINESSES AND THE PRACTICE OF MARKETING RESEARCH: CASE OF HAIR SALONS IN DR R.S. MOMPATI DISTRICT IN NORTH-WEST PROVINCE, SOUTH AFRICA

Published Article / This exploratory study employed mainly quantitative and some elements of
qualitative methods to analyse interview data emerged from both informal
interviews and questionnaire on 280 salon operators. This study focused on the
educational background of the owners of smaller businesses 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 it is
postulated that the higher the educational background, the more likely it is that
hair salons conduct marketing research. The author discusses the implication of
the findings for smaller businesses to engage in marketing research, the value of
the study, recommendation for further research and limitations of the study.

Identiferoai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:cut/oai:ir.cut.ac.za:11462/285
Date January 2014
CreatorsAmoakoh, E.O.
ContributorsCentral University of Technology Free State Bloemfontein
PublisherInterim : Interdisciplinary Journal, Vol 13, Issue 2: Central University of Technology Free State Bloemfontein
Source SetsSouth African National ETD Portal
Languageen_US
Detected LanguageEnglish
TypeArticle
Format95 424 bytes, 1file, Application/PDF
RightsCentral University of Technology Free State Bloemfontein
RelationInterim : Interdisciplinary Journal;Vol 13, Issue 2

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