Abstract

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.

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