Establishing perceptions of an entrepreneur using word associations

Entrepreneurship as a source of economic growth and competitiveness as well as job creation and the advancement of social interests is well documented. Despite these important contributions to the economies of countries, a shortage of entrepreneurial activity exists across borders and specifically in developing countries such as South Africa. The purpose of this study was to determine the perception and image of an entrepreneur in the eyes of various stakeholders. The reasoning behind this was that if the image of an entrepreneur could be determined, one could establish whether the image positively or negatively influences entrepreneurial intentions as well as potential future entrepreneurial activity. More specifically, the primary objective was to identify the perception and image that potential entrepreneurs (students) and existing entrepreneurs (small business owners) have of an entrepreneur. In the body of knowledge or general literature on entrepreneurship, the most commonly discussed topics are the nature and importance of entrepreneurship, the attributes (personality traits, characteristics and skills) associated with an entrepreneur, various push and pull factors, various rewards and drawbacks of such a career and the challenges entrepreneurs face. It is these aspects of entrepreneurship that stakeholders will most likely have been exposed to, and that most possibly have influenced their perception and image of an entrepreneur. The aforementioned aspects provided an overview of the theoretical body of knowledge on which the perception and image of an entrepreneur is based. The present study adopted a qualitative research paradigm with a phenomenological approach to achieve the research objectives of the study. Within this context, the study made use of a qualitative method for data collection and a quantitative method for data analysis. As such, a mixed methods approach was adopted. More specifically, a qualitative dominant mixed research method was implemented. A continuous word association test, which is a projective technique, was adopted as the qualitative means of data collection. This test involved asking participants to recall the words that come to mind when presented with the word “entrepreneur”. This method was selected because of its ability to reveal both affective and cognitive associations with the concept “entrepreneur”. A quantitative summative (manifest) content analysis was used as the quantitative research method for analysing the data. The continuous word association test was conducted among three sample groups, namely students prior to commencing, and students after completing a module in entrepreneurship, and small business owners. Student and small business owner participants were asked to write down as many words or phrases as possible that came to mind when they thought of the word “entrepreneur”, which was the stimulus word, within a ten-minute period. These responses were then collated and coded by developing a coding framework based on brand image and entrepreneurship literature. In studies on brand image, the components of image are considered to be tristructured in nature, consisting of cognitive (what the individual knows), affective (how the individual feels) and holistic (overall symbolism, combination of affective and cognitive) evaluations. The words generated by the participants in this study were broadly coded according to these categories and further subcategorised by searching for themes within the broad categories, which was facilitated and guided by an in-depth investigation of the entrepreneurship literature. The findings of this study show that the words generated by all three groups of participants were mostly of a cognitive nature, followed by words of a general or affective nature. As such, the vast majority of words generated by all three groups related to what the participants knew about an entrepreneur (cognitive) versus how they felt about one (affective), and were grounded in the management or entrepreneurship literature. When comparing the top ten words most frequently associated with the term “entrepreneur” by the three groups of participants, the attribute risk-taker was the most frequently recalled word among all three groups. Students prior to undertaking the entrepreneurship module associated an entrepreneur with being creative and a risk-taker, having a business enterprise and being involved in the selling of goods and services. Students after completing the module in entrepreneurship associated an entrepreneur with being profit-orientated, a risk-taker, innovative and original, and being opportunistic. Small business owners, on the other hand, associated an entrepreneur with being a risk-taker, innovative and original, goal- and achievement-orientated and profit-orientated. The findings show that all groups of participants associated an entrepreneur principally with certain attributes rather than with learned skills and competencies, and that all groups had a more positive than negative image of an entrepreneur. It was also found that exposure to entrepreneurship literature has an influence on the perception and image that students have of an entrepreneur. Because the words recalled by students after completing the entrepreneurship module were more in line with those recalled by small business owners, than with those recalled by students before starting the module, it can be suggested that entrepreneurship literature contributes to a more realistic image of an entrepreneur among students. This study has contributed to the field of entrepreneurship research by adopting a qualitative dominant research paradigm in conjunction with quantitative research methods to explore the complexity of the term “entrepreneur”. Furthermore, this study has been able to establish how individuals feel about entrepreneurship, in terms of being either positive or negative, by adding an affective aspect to the cognitive aspect of entrepreneurial decision-making. By conducting a continuous word association test among students prior to beginning and after completing a module in entrepreneurship, the entrepreneurial knowledge of students before being exposed to entrepreneurship literature was established, and subsequently the effectiveness of the entrepreneurship module determined. It is hoped that the findings of this study have added value to the entrepreneurship body of knowledge and can be used in future studies as a tool to address the problem of low entrepreneurial intention and activity among South Africans. Furthermore, it is hoped that by creating a positive image of an entrepreneur, entrepreneurship as a desirable career choice can be promoted and an entrepreneurial culture developed within communities and broader society