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