Marketing Capabilities and Leadership in Small Businesses of Subsistence Marketplaces

Published: 27-03-2020| Version 1 | DOI: 10.17632/d3mnzk3f5x.1
Contributor:
Carlos M. Jardon

Description

A sample selected proportional to the business’ concentration in the territory, with an error of 5%. For a period of two months, the researchers visited each of the selected companies to conduct the survey and conducted an interview to increase the response rate, which was 78.5%. To control the bias of non-response, a goodness of fit test was carried out, confirming that it was adjusted to the population. Finally, 190 surveys were performed, whereupon the error rate increased to 5.9%.

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