Analysis of research results

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In order to analyse the data obtained, separate categories were assigned related to consumer orientation competence. For a more complete picture of the situation, other categories were also taken into account if this was justified by a reasonable response frequency from the subjects.

The table below shows the categories into which the respondents' statements were qualified. Analysis of the responses consisted of measuring their appearance in a given category.

Table 8.1 Analysed categories of responses for the Metaphor Questionnaire and the Incomplete Sentences Questionnaire Source: Own report
Question / stem	Analysed response categories
Compare your company to any vehicle. What does the customer do in this vehicle?	Attitude to the consumer and their importance The customer is a component of the vehicle/company The customer is outside the vehicle/company There is no customer Focus on identification of customer needs Entrepreneur seeks contact with the customer (proactive) Entrepreneur is passive, the customer actively seeks contact with him/her The customer evaluates the entrepreneur Potential actions taken towards the customer Cooperation Battle Rivalry Tolerance of the customer's presence next to the company
Who else is with you in this vehicle?	The customer is a component of the vehicle/company The customer is outside the vehicle/company There is no customer
The most serious risk...	No customers, demand, sales, etc. Competition Financial problems Lack of knowledge and experience Psychological problems Other
Factors hampering running of the company..	Customer Idea Competition Market Other
In running a business what would help me ...	Knowledge of the customer, market etc., idea Financial support Emotional Support Experience Knowledge Consultancy Other

The level of consumer orientation competency depended on whether and how many people gave diagnostic responses, i.e. belonging to the proper category. This information is included in Table 8.2.

The replies of the respondents divided into categories are presented in the following Tables. These show the percentage of responses that fall into a given category. In the group of students, due to the large number of them, only example answers are given. Readers interested in the full results may obtain these via email. On the other hand, all answers given by the entrepreneurs are quoted.

Table 8.2 Categories of respondent answer diagnostic for consumer orientation competency Source: Own report
Component of consumer orientation competency	Question from the Metaphor Questionnaire Version I and Version II	Stem from the Incomplete Sentences Questionnaire	Category of response diagnostic for consumer orientation competency
Attitude to the consumer and their importance	Compare your company to any vehicle. What does the consumer do in this vehicle? Who else is with you in this vehicle?	The most serious risk in running your own business... Factors hampering running of the company ...	The consumer is a component of the vehicle/company No consumers, demand, sales, etc. Consumer
Focus on identification of consumer needs	What does the consumer do in this vehicle? Who else is with you in this vehicle?		Entrepreneur seeks contact with the consumer (proactive) The consumer is a component of the vehicle/company
Potential actions taken towards the consumer	What does the consumer do in this vehicle?		Cooperation
Areas in which Support is expected		In running a business what would help me ...	Knowledge of the consumer, market etc., idea

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Analysis of research results