The study was based on a telephone and online survey of more than 400 small-business owners, conducted during the third quarter.
It found that 62% of small businesses do not use outside resources to assist with their marketing efforts.
In other survey findings, 29% of small businesses use qualified leads to measure marketing success, and 21% use telephone inquiries to measure success.
About one-quarter (26%) of small businesses do not use any type of measurement for their marketing programs, the survey found. —Kate Maddox