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THE PLACE OF MARKETING INFORMATION SYSTEM IN AN ORGANISATIONAL DECISION MAKING (A case study of Guinness Nigeria Plc, Lagos)

 

TABLE OF CONTENTS

 

CERTIFICATION  iii

 

DEDICATION  iv

 

ACKNOWLEDGEMENT  v

 

TABLE OF CONTENTS  vi

 

ABSTRACT  viii

 

CHAPTER ONE  1

 

1.0     INTRODUCTION  1

 

1.1     HISTORICAL BACKGROUND OF THE STUDY  1

 

1.2     STATEMENT OF PROBLEM   5

 

1.3     OBJECTIVE OF THE STUDY  5

 

1.4     RELEVANT RESEARCH QUESTION  6

 

1.5     SCOPE AND LIMITATION OF THE STUDY  6

 

1.6     SIGNIFICANCE OF THE STUDY  7

 

1.7     DEFINITION OF TERMS  8

 

CHAPTER TWO   10

 

LITERATURE REVIEW   10

 

2.0     INTRODUCTION  10

 

2.1     MARKETING INFORMATION SYSTEM   10

 

2.2     NEED FOR MARKETING INFORMATION SYSTEM   11

 

2.3     DECISION AND RISK IN MARKETING RESEARCH  12

 

2.4     DECISION MAKING PROCESS  13

 

2.5     INFORMATION SOURCE TO MARKETING INFORMATION SYSTEM   16

 

2.6     STANDARDISED SOURCES OF MARKETING DATA  20

 

2.7     MARKETING DECISION SUPPORT SYSTEM   22

 

2.8     BENEFIT AND USES OF MARKETING INFORMATION SYSTEM   23

 

CHAPTER THREE  25

 

RESEARCH METHODOLOGY  25

 

3.0     INTRODUCTION  25

 

3.1     RESEARCH METHODOLOGY  25

 

3.2     DATA COLLECTION METHOD  25

 

3.3     DETERMINING POPULATION AND SAMPLE SIZE  27

 

3.4     ADMINISTERING QUESTIONNAIRE  27

 

 

 

 

 

CHAPTER FOUR  29

 

DATA PRESENTATION  29

 

4.0     INTRODUCTION  29

 

4.1     ANALYSIS OF RETURNED QUESTIONNAIRE  29

 

CHAPTER FIVE  38

 

SUMMARY OF FINDING RECOMMENDATION AND CONCLUSION  38

 

5.0     INTRODUCTION  38

 

5.1     SUMMARY OF FINDING   38

 

5.2     RECOMMENDATION AND IMPLICATION  39

 

5.3     CONCLUSION  40

 

BIBLIOGRAPHY  42

 

APPENDIX  43

 

 

 

 

 

 

 

ABSTRACT

 

The scope of research is mainly on the place of marketing information system on organisational decision making, taking GUINNESS Nigeria Plc as our case study. Various texts are reviewed and quoted in the text to get the fact of what the study is all about. Samples were taken from the population and using the random sampling techniques. Questionnaire were served to the chosen from the population samples and information generated were analysed using the percentage method, findings generated were used as the basis upon which recommendation are made.

 


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