The application of marketing research during the opening phase of SMEs in Kosovo: Analyses of education level of enterpreneur of SME

Abstract

The decision to conduct or not marketing research before opening such an enterprise is influenced by many factors, the most important of which is the research culture of entrepreneurs, which is supported by his level of education and the environment in which this business will operate. To answer the research question and to accept or reject the hypothesis raised, it will be necessary through quantitative and qualitative research as well as the use of secondary data sources. Based on the research results, conclusions can be drawn that the hypothesis laid down has been confirmed or refused. Part of the sample of this research are 267 SMEs in Kosovo. The results show that 45% of SMEs have conducted marketing research before starting a business and the annual turnover for them is in direct proportion to the level of marketing research conducted not only before starting a business, but during different stages of its life. For SMEs that have conducted marketing research before the business start-up phase, the financial turnover is 6 times higher compared to those that have not conducted research. In cases where SMEs, in addition to conducting marketing research before the start-up phase of the business, have in their staff a person dedicated to marketing, the financial turnover for them is many times higher than in the opposite case. The context of this study is related to the ability, knowledge and research of SME entrepreneurs in Kosovo during their opening phase and in the following phases. The main goal is to identify and measure the impact in terms of success that the marketing research has had during the opening phase to SMEs.