| dc.description.abstract | This paper focused on the role of human-related dimensions of quality management (QM) practices on
performance of Market Research Firms. Considering the critical role-played by Market Research Firms of
providing information to private, public, government and academic sectors for in-depth knowledge of
decision making, evaluation of soft dimensions involving human resources was certainly needed. The
paper explored the extent in which Market Research Firms have implemented soft QM practices, viz. total
employees’ involvement, employees’ empowerment, teamwork, continuous training and education, top
management commitment, continuous improvement and customer satisfaction to provide suitable
information solutions to sustain the needs of Kenya’s ever-growing economy. Exploratory qualitative
research design was used to carry out the study with a four-fold analytical framework used for evaluation
of findings. The samples of the study were 300 interviewers of Market Research Firms. The finding of the
study showed that although Market Research Firms have applied quality management to a great extent,
soft dimensions involving human resources are still superficial. To solve the situation, the study
prescribed the need for Market Research Firms to include human related aspects of QM practices as an
integral part of their strategic vision to satisfy quest for quality information in Kenya. | en |
