Week 9 Reading Reflection

     In chapter 10 of Entrepreneurship: Theory, Process, and Practice, I was interested to learn about everything that went into creating a successful market research design. I’ve always had a general idea of what the process was because I have participated in a couple of research projects in the past couple semesters and in high school I had to design a simple project. I thought it was really helpful how the chapter was broken down into the major parts of the project, i.e. data and questions.

     I didn’t find any particular part to be confusing. This chapter seemed to be straightforward and mostly informative. Overall I thought that the examples and tables were very helpful in providing the information in a visual format, which I think was especially important for figure 10.4.

     I would be interested in knowing which data is best, primary or secondary. Kuratko listed several negative for both types of data such as secondary can be “outdated and, therefore, less useful” (Kuratko 287). Something else I would be interested in knowing is which marketing philosophy Kuratko thinks is best/ most effective. He mentions that any of the “three marketing philosophies can be successful for an entrepreneur’s new venture” (Kuratko 294) but he doesn’t say which is best.

     In this chapter I didn’t disagree with anything that the author said, which I think is because I have some background in research. I thought that for the most part it was very straightforward and easy to comprehend.