THE IMPACT OF MARKETING INFORMATION SYSTEM ON MANAGERIAL DECISION MAKING PROCESS: A CASE STUDY OF FSB INTERNATIONAL BANK PLC, MAIDUGURI BRANCH, NIGERIA.





(COURSE: FOUNDATION OF MARKETING)


BUSN 342




















OF THE


DEPARTMENT OF BUSINESS ADMINISTRATION








JUNE, 2004


This work is a case study submitted to the student service of the AIU, after completion of the course titled “Foundation of Marketing” (BUSN 342) by the writer.



TABLE OF CONTENTS


Title Page - - - - - - - - - 1


Table of Contents - - - - - - - 11


CHAPTER ONE


1.0 Introduction - - - - - - - 1


1.1 Background of the study - - - - - 1


1.2 Historical Background - - - - - - 3


1.3 Statement of the research problem/hypothesis - 5


1.4 Objective of the study - - - - - - 6


1.5 Significance of the study - - - - - 7


1.6 Scope and limitation of the study - - - - 7


1.7 Methodology of the study - - - - - 8


1.8 Definition of marketing information system (MIS) - 9


CHAPTER TWO


2.1 Literature review - - - - - - 10


2.2 Definition of and concept of marketing information system - 13


2.3 Components of marketing information system - - 16


2.4 Benefits of marketing information system - - 19


2.5 Information required - - - - - - 20


2.6 Learning through system analysis - - - - 23


2.7 Marketing system and evaluation alternative


marketing sub-system - - - - - - 24


2.8 The impact of marketing information system


on managerial decision making - - - - 26


2.9 Decision making process - - - - - 28


2.10 Why decision making is not rational - - - 30


CHAPTER THREE


3.1 Method of data collection - - - - - 32


3.2 Population of the research - - - - - 32


3.3 Sampling size - - - - - - - 32


3.4 Sampling technique - - - - - - 33


CHAPTER FOUR



4.1 Introduction - - - - - - - 35


4.2 Data presentation and analysis - - - - 36


4.3 Data presentation - - - - - - 37


4.4 Data analysis - - - - - - -43


CHAPTER FIVE


5.0 Summary, conclusion and recommendation - -49


5.1 Summary - - - - - - - -49


5.2 Conclusion - - - - - - - -50


5.3 Recommendation - - - - - - 51


APPENDIX


Reference - - - - - - - - -55



Questionnaire - - - - - - - -56


Bibliography - - - - - - - -58



CHAPTER ONE


1.0 INTRODUCTION


1.1 BACKGROUND OF THE STUDY


“To manage a business well, is to manage its future, and to manage the future is to manage information”. To do these things management needs information. Today mass information is generated through external sources and within a firm. To efficiently manage this information a company needs marketing information system. A marketing information system is the major tool used by management to aid in problem solving and decision making.


Today many environment forces and changing conditions within the firms make it imperative that every organisation manage its marketing information as effectively as possible, through there are some certain factors both internal and external and their relationship to information management.


Growing consumer discounted is often intensified because management lacks adequate information about some aspect of its marketing program. May be the firm does not realised its product is not up to consumer expectations or its middlemen are not performing adequately.


Marketing activity is becoming more complex and broader in its scope. Organisations are expanding their markets even to the point of engaging multinational marketing.


Marketing activity is becoming more complex and broader in its scope. Organisations are expanding their markets even to the point of engaging multinational marketing.


Substantial benefit can be derived with respect to decision making by the operation of a computer, installed and design information to be discussed in this thesis.


Furthermore, Nigerian firms from the experience of other firms that have bulk aided that firms either avoid or adopt an information system, such system help in one way or the other that is in practical way in order to adopt or dismiss a computer based information system, and can reach to a decision.


Fortunately, the pre-eminent that provide the