Importance values, bulletin of preferred MSMES, and total utilities: A market research and assessment framework for rural MSMES

Entrepreneurial dynamism can be fostered through either continuous energetic activity or the introduction of new ideas, both of which drive significant systemic change. Empirical studies report that four out of five micro, small, medium enterprises and startups (MSMES) fail globally, primarily due to the absence of robust market research mechanisms and inadequate entrepreneurial support systems. This study addresses these gaps by proposing a market research tool for owners and latent investors (OLIs) and an assessment tool for a measured entrepreneurial support system. Guided by an attribute-level frame, data were collected through structured interviews with 500 respondents; results were transferred into survey questionnaires, encoded in spreadsheets, and analyzed using additive conjoint analysis. The study introduces level difference and integer deficit as measures for evaluating perceived importance, utility preferences, and total utilities. Results are synthesized into three components: importance values (IMV), a bulletin of preferred MSMES (BPM), and total utilities (TOTUTIL). These components collectively serve as a tool for initiating entrepreneurial action and for evaluating entrepreneurial support system performance. Findings underscore the critical role of entrepreneurial support systems in supporting localized entrepreneurial intentions and recommend further validation across different geographic contexts, given the evolving nature of market preferences.