ABSTRACT
The latter views began facing some resistance in the 1980s when entrepreneurship and small and medium-sized enterprises emerged as themes in the mainstream literature. Marketing research, consequently, has developed into an important business function. However, the marketing research lessons in the literature are skewed towards large-scale enterprises; and there is very little mention of entrepreneurship marketing research. Marketing is critical for the survival of any business, regardless of industry, sector, or size. The traditional marketing perspective views marketing in absolute terms, in line with positivism. The traditional marketing research framework represents the systematic process through which managers utilise to conduct marketing research. In other words, the researchers’ perceptions of the problem with respect to their ontological orientation influences the research design, what kind of data to collect and from whom, as well as the methods of analysis.
