Market Research and Sales Performance of Selected Smes in Makindye Division, Kampala

ABSTRACT 

This study investigated the influence of research and sales performance among selected SM Es in Makindye Division, Kampala. The study was guided by the following research objectives: i) to establish market research practices among selected SMEs in Makindye Division. Kampala; to establish the level of sales performance among selected SMEs in Makindye Division, Kampala; and iii) to determine the relationship between market research and sales performance among selected SMEs in Makindye Division, Kampala. The study employed cross-sectional survey design. The sample of 600 participants was targeted. The sample size was 234 respondents, however, 197 respondents. Questionnaires were used as the main research instrument. Data was analyzed using frequency and percentage tables, mean and standard deviation, Pearson correlation and regression analysis. The study found that market research practice among SMEs in Makindye division were Unsatisfactory (overall average mean=l.91, Std=0.841). The study found that sales performance among SMEs in Makindye division was unsatisfactory (overall average mean=l.77, Std=0.754). The study found a positive and strong relationship between market research and sales performance among SMEs in Makindye division (r=.798", p