The level of application of Marketing research, during the opening phase of small and medium businesses (SME) in Kosovo

Abstract

In order to open a new business, in addition to the financial aspect, which is a very important condition, we must also answer some of the preliminary questions, based on the answer we come to, we will know how to act at this stage. To get these responses a Marketing Quest research to be carried out by the person who wants to open the business. Success or failure of a business is conditioned by many factors. To identify, one of the important factors, such as Marketing Research, has been realized this research, rather than applying these research by owners or managers of small and medium businesses. To provide answers to the topic of this scientific paper, a survey was conducted, through direct interviews with small and medium-sized businesses, which are the population of this research. As a sample, 130 small and medium sized businesses were distributed, distributed in nine main cities throughout Kosovo. Sample determination criterion has been a randomized stratified sample, determining to include manufacturing, service, trade, food, textile businesses. The owners or managers of these businesses were mainly interviewed. The questionnaires are both, open and closed, as well as combined. Over 90% of the questions have been answered. The final results from this study show a rise in the awareness of SME that they have to rely on research results before opening a business. From the data of this research, conclusions or merit conclusions have been made regarding the application of marketing research by entrepreneurs at the opening phase of their businesses.