Marketing Research and Entrepreneurship Development: Conceptual and Empirical Assessment

¹OGAH AROME V., ²ADEMOKOYA JOSHUA I. AND ³ALI MOHAMMED A.

^1&2Department of Marketing, Federal Polytechnic, Ado –Ekiti, Ekiti State.

³Department of Public Administration, Federal Polytechnic, Idah, Kogi State.

E-mail: Victorogah2008@yahoo.com, mohammedattaiali@yahoo.com

ABSTRACT

Marketing research and entrepreneurship development has been conceptually and empirically analyzed in this study. Marketing research play a dominant role in the execution and operation of entrepreneurship development. Descriptive and survey research design was used. The study acquires its data from primary and secondary sources. Stratified sampling technique was used to select 200 respondents for the study. Structure questionnaire were design using 4 point likert scale; strongly Agreed (SA), Agreed (A), strongly Disagreed (SD) and Disagreed (D), to acquire needed information concerning study. Two hypotheses were tested using marketing research and marketing environment (independent) and entrepreneurship development (dependent). Both independent variables have significance effect on dependent variable through chi square statistics tools.  The study attracts recommendations among are: both potential and existing entrepreneur should imbibe the culture of conducting marketing research. It gives sense of direction in accomplishing their business goals and objectives and Entrepreneur must scan marketing environment in the course of executing any venture in a competing environment in order to gain advantages over others.