This paper advocates the merits of a holistic qualitative research method and analysis as being the most penetrative method for determining the decision making process of SME owner‐managers. This holistic method is refined in use and illustrated in an example of assessing the processes and outcomes of SME decision making in respect of the “product” aspects of marketing activity. The methodology allows the range of important issues that may be expected to be inherent in how entrepreneur owner‐managers DO marketing to be identified; and to determine the quality of this decision making. This methodology could be used for other applications in a variety of marketing circumstances, and, indeed, a key feature of the methodology outlined in this paper is its flexibility and adaptability.
Gilmore, A. and Carson, D. (2000), "The Demonstration of a Methodology for Assessing SME Decision Making", Journal of Research in Marketing and Entrepreneurship, Vol. 2 No. 2, pp. 108-124. https://doi.org/10.1108/14715200080001542
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