Dissertation/Thesis Abstract

Small Business Marketing Analytics
by Cates, Dave, Ph.D., Capitol Technology University, 2018, 148; 28262220
Abstract (Summary)

This qualitative study was conducted to determine the important variables for small business marketing analytics and to make an assessment of the current environment of small businesses using marketing analytics. Five research questions were developed to guide the data acquisition and analysis (Appendix A). A theoretical framework was developed to frame the research and analysis. This framework used (a) a resource-based view of a firm (Wernerfelt, 1984), (b) upper echelons theory (Hambrick & Mason, 1984), (c) organizational culture theory (Schein, 2004), and (d) systems theory (Katz & Kahn, 1978). Data for the study was acquired via a questionnaire targeting small business owners and managers. This data was organized by industry with the highest number of responses studied. The study also used interviews with marketing experts that consult for small businesses. This data was coded into categories and used in conjunction with the questionnaire data. Past studies of large businesses were used for triangulation and a basis for establishing the validity of these findings. The data analysis identified customer demographics and quality perceptions to be the most important variables to the participants of this study. It was also found that many small firms do not use marketing analytics and potentially do not realize the value of their data. The current environment for small businesses using marketing analytics was found to be similar to large firms with some deviations.

Indexing (document details)
Advisor: Leonard, Robert
Commitee: McCollum, Walter, Sample, Char
School: Capitol Technology University
Department: Technology (PhD)
School Location: United States -- Maryland
Source: DAI-A 82/7(E), Dissertation Abstracts International
Subjects: Marketing, Entrepreneurship, Business administration
Keywords: business analytics, data collection, data usage, marketing, small business marketing
Publication Number: 28262220
ISBN: 9798557042178
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