Abstract
<p>This study evaluated the relevance of marketing research in unveiling the potentials of small and medium enterprises (SMEs) in sub-Saharan Africa with conceptual evidence from Nigeria. The study attempted to paint the pictures of marketing research and SMEs within the context of entrepreneurial marketing scheme. The study also adopted schema theory, the cognitive scheme for processing and retrieving marketing information, as the underpinning theory for the study. The explanatory cross-sectional survey research design was adopted as the study guide. The population of the study is made up of all operators of SMEs in Nigeria. Using multi-stage sampling technique, 248 marketing research-oriented operators of SMEs were selected. A structured interview schedule, which contains a number of nominal construct items, was used as research instrument to generate primary data from respondents that cut across the six geo-political zones in Nigeria. Cronbach’s Alpha reliability coefficients for all major constructs of the research instrument ranged between 0.73 and 0.81, while Average Variance Extracted (AVE) which further served as additional evidence of convergent validity also ranged from 0.842 to 0.865. Data generated were analyzed using basic descriptive statistics. The study revealed that the relevance of marketing research in unveiling the potentials of SMEs in sub-Saharan Africa can only be appreciated in the context of marketing function. Public relations and corporate affairs, human resource and personnel management, marketing and strategic management, as well as financial planning and technical development were conceptualized as the functional areas of business in which marketing research can easily be deployed to unveil the potentials of SMEs for optimal performance in sub-Saharan African region. The study concluded that some concerted efforts are needed to be made to reinvigorate the activities of the SMEs in sub-Saharan Africa. Marketing research, as amodern commercial tool, provides the required insights, direction and guide for optimized economic performance and sustainability of micro, small and medium scale enterprises in the region.</p>
Highlights
An evaluation of marketing research has almost invariably led to a consideration of the place of scientific thought and analysis in the “art” of marketing
Findings based on the survey revealed that the understanding and application of the tenets of marketing research can enhance the potentials of small and medium enterprises (SMEs) in Nigeria, in particular, and sub-Saharan Africa, in general
In response to the second question, “To what extent does marketing research add value to the quality of products that are made by the SMEs?” Absolute majority of the respondents (89.56%) were of the opinion that marketing research adds significant value to the quality of products that emanate from the staples of SMEs, while only a negligible percentage (10.44%) thought the other way round
Summary
An evaluation of marketing research has almost invariably led to a consideration of the place of scientific thought and analysis in the “art” of marketing. On the other hand, Kotler & Keller (2006) remarks that marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Another picture emerges when research is conceived of as a systematic enquiry or examination to discover new information or relationship, and to expand the frontiers of knowledge for some specified purposes. Highly capitalized business enterprises, industries, corporate organizations, multinationals ventures, research foundations, consultancy outfits, organized civil societies and labour unions among others are employing the techniques of marketing research, in particular, and behavioral research, in general (Adeleke, 2003) This has led to an increase in the demand for basic understanding of research methods and procedures employed by marketers and marketing practitioners in this contemporary regime of fairer trade in goods and services via trade liberalization and deregulated market economy
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