APRIL 1989

Importance

Source of on scale of

satisfaction 1 to 10*

Pride in product/service 8.7

Control 8.2

Freedom 8.1

Flexibility 8.1

Self-reliance 7.8

Customer contact 6.9

Income 6.8

Employee contact 6.3

Recognition 5.9

Privacy 5.9

Security 5.5

Status 5.2

* According to surveyed small-business owners.

Source: Cicco & Associates Inc., 1987