the reason is Marketing research is expensive. The established firm usually has a large amount of capital at its disposal, so they could do market research in order to strengthen their position. Small business on the other hand, usually struggle to even barely continuing their operation for the next month.
A small business has fewer resources than a large established firm. Therefore, with fewer resources, they cannot cover as many categories of research as a larger firm can. Smaller firms therefore tend to have a specialty or an area of focus.
