COMPARATIVE ASSESSMENT OF MARKETING INFORMATION GATHERING AND RESEARCH SKILLS AMONG MANAGERS AND EMPLOYEES OF MICRO BUSINESSES IN ONDO STATE

This study examines marketing research skills among managers and workers in micro businesses, with particular emphasis on the competencies required for effective marketing practices and service delivery. The study is motivated by concerns about the adequacy of existing marketing education and training in equipping marketing practitioners with practical skills needed in today's dynamic business environment. It highlights the importance of developing well-rounded competencies beyond traditional marketing knowledge, including problem formulation, negotiation, leadership, teamwork, communication, decision-making, and practical research skills. The study also considers the gap between academic marketing education and the actual research demands of business practice, particularly within micro, small, and medium-sized enterprises. Existing literature suggests that employers increasingly prioritise practical and transferable skills when recruiting marketing personnel, rather than relying solely on academic qualifications. Consequently, the study emphasises the need for marketing education and professional development programmes that promote experiential learning, practical problem-solving, and workplace competence. By comparing the marketing research skills of managers and workers, the study seeks to provide insights into possible differences in their competencies and identify areas requiring improvement. The study is expected to contribute to discussions on improving marketing research training, strengthening managerial effectiveness, and enhancing the competitiveness and performance of micro businesses.