Accountants seen as information sources by small businesses.

Where does small business go for information? A telephone survey sponsored by the Small Business Administration found almost two-thirds (62%) of the respondents said they relied on accountants for business information, which they found to be "timely, accurate and relevant to their needs."

Other survey results offered insights for CPAs into small business information needs and uses. Respondents most valued information provided by sources they already knew and trusted who knew' a lot about their companies, the business conditions they faced and their local context. Their most frequent sources included informal business contacts with customers, suppliers and competitors, as well as magazines, newsletters and meetings of trade or professional associations.

The report, How Small Businesses Learn, details a survey of 1.247 owners and managers of U.S. companies employing fewer than 100 people, in the finance, insurance, real estate-construction, manufacturing and retail industries. Small companies employ more than half of the nation's work force and are a wellspring of business innovation, the SBA said. "Government agencies produce a flood of information that could help small companies flourish," according to Jere Glover, the SBA chief counsel for advocacy.

The research focused on four areas: where the respondents turned for information, why they needed it, whether the information received was useful and what was important about their the sources.

Among the survey highlights:

* The most pressing information need was in business management. The most frequently sought data concerned technology, computers, management skills and purchasing decisions. Almost three-fourths of respondents sought information about regulations that affected their operations, such as employment and safety laws.

* Finance, real estate and insurance companies were the heaviest users of government information, while construction and retail companies generally turned to their suppliers and manufacturers were most heavily dependent on their customers.

* Government officials and reports were among the least cited sources of business information. "Governments, especially the federal government, are comparatively remote from daily business operations, and their information is rarely industry-specific or relevant to local circumstances," the SBA noted. However, respondents who had used federal sources reported that information was easy to obtain, timely and relevant to their business needs.

* Direct mail advertising, magazines and newspapers were more important information sources than television and radio.

For more information, or to order the complete report, contact the National Technical Information Service, U.S. Department of Commerce, 5285 Port Royal Road, Springfield, Virginia 22161, telephone: [phone]. The order no. is PB95-100293, and the cost is paper (A06) $27; fiche (A02) $12.50.