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Accountability Practices in Marketing Analytics for Small Business Consultants

This grounded theory research study is based on the expectancy-value theory that stresses that motivation is dependent on an individual’s expectancies and values, independent of emotional state, knowledge, and abilities, and personality, all qualities that can affect a consultant’s success in acquiring a client. By highlighting the dynamics of expectancy and value in the marketing consultancy context, this study emphasizes the small business owner’s focus and their perceptions of marketing analytics.


Limited marketing knowledge can affect the expectations and the value that small business owners place on marketing analytics making it difficult for consultants to gain trust, justify the need for certain services, or communicate results and progress. The conceptual model presented in the study outlines the process that strengthens the relationship between marketing consultants and their small business owner clients through result-oriented trust-building.

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