Marketing Capabilities and Leadership in Small Businesses of Subsistence Marketplaces

A sample selected proportional to the business’ concentration in the territory, with an error of 5%. For a period of two months, the researchers visited each of the selected companies to conduct the survey and conducted an interview to increase the response rate, which was 78.5%. To control the bias of non-response, a goodness of fit test was carried out, confirming that it was adjusted to the population. Finally, 190 surveys were performed, whereupon the error rate increased to 5.9%.