THE IMPACT OF MARKETING INFORMATION SYSTEM (MIS) ON MARKETING DECISION MAKING IN THE ORGANIZATIONS
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- NGN 3000
ABSTRACT
MIS affects marketing decision making in the organization. This project is designed to study the Impact of Marketing Information on Marketing Decision Making in the Organization in life Flour Mill Nig Ltd Sapele. It was to find the extent to which marketing decision making depends on marketing information system and also determined ways of improving decision making process. Questionnaire were prepared and administered in the area for gathering primary data used while secondary data were sourced from textbook, journals, magazines, and works of notable researcher and scholars were necessary. Tables and figures were also used to illustrate some of the processes for clarity and the percentage/ratio for proportion i.e Chi-Square (X2) to test various hypothesis. From the study and test of various hypotheses so far, the X2c (Chi – Square calculated) is greater than the X2t (Chi – Square critical) which required greater attention. Hence the null hypothesis was rejected in favour of the alternative hypothesis (Hi). In order words, 341.33 > 11.0, the null hypothesis was rejected in favour of the alternative hypothesis, while 45.83 > 11.0 was accepted. Consequently, from the study the causes and effects of MIS was discovered and analyzed in studied area. Therefore, for the organization to be truly marketing driven by the determination to deliver a superior customer value, a working or functional MIS should be installed.
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