ABSTRACT

This research work is carried out to
determine the effect of marketing information system on managerial decision making,
using Nigeria Bottling Company Plc, Benin City as a case study. The research
highlights the need for an organization to efficiently and effectively manage
its information network adequately for the overall performance of the firm and
to improve customers’ service. Based on findings, the degree of marketing
information is low. Nigeria Bottling Company should overhaul the information system
to enable proper control of its numerous activities and marketing function.
There is need for the management of Nigeria Bottling Company Plc Benin City to
find a way of developing an efficient marketing information system for the
improvement and transmission of information bank to enable management or policy
makers make accurate and timely decision at optimum cost.

TABLE OF CONTENTS

Title
page …………………………………………………………………………..         i

Certification
………………………………………………………………………..         ii

Dedication
…………………………………………………………………………..        iii

Acknowledgment
………………………………………………………………….        iv

Table
of Contents ………………………………………………………………….       v

Abstract ……………………………………………………………………………….       vii

CHAPTER
ONE

INTRODUCTION

1.1
    Background to the Study
………………………………………………       1

1.2
    Statement of the Problem
…………………………………………….        2

1.3
    Objective of the Study
………………………………………………….       3

1.4
    Hypotheses ………………………………………………………………….      4

1.5
    Scope of the Study
……………………………………………………….       4

1.6
    Significance of the Study ……………………………………………….      5

1.7
    Limitations of the Study
…………………………………………………      5

1.8
    Definition of Terms
……………………………………………………….      6

CHAPTER
TWO

LITERATURE
REVIEW

2.1
    Introduction …………………………………………………………………      9

2.2     Marketing Information System Overview ….
……………………       9

2.3
    Components of Marketing Information
System ……………….        11

2.4     Decision Making and Information Needs of
Marketing

Executives
…………………………………………………………………….     14

2.5
    Marketing Planning and its Needs
………………………………….       16

2.6
    Importance of Marketing Information
System to

Marketing
Executive ……………………………………………………..      17

2.7
    Source of Information for Marketing
Planning

Forecasting
and Decision Making ……………………………………      21

CHAPTER
THREE

RESEARCH
METHODOLOGY

3.1
    Research Design
………………………………………………………..         25

3.2
    Population of the Study
………………………………………………         25

3.3
    Sample Size Procedure
………………………………………………..        26

3.4
    Method of Data Collection
……………………………………………         26

3.5
    Method of Data Analysis
………………………………………………        27

CHAPTER
FOUR

DATA
ANALYSIS, INTERPRETATION AND DISCUSSION

4.1
    Data Analysis and Interpretation
…………………………………..       29

4.2
    Testing of Hypotheses
………………………………………………..         33

CHAPTER
FIVE

SUMMARY,
CONCLUSION AND RECOMMENDATIONS

5.1
    Summary …………………….…………………………………………….         35

5.2
    Conclusion …………………………………………………………………         36

5.3
    Recommendations ……………………………………………………..         37

References
…………………………………………………………………………         39

Appendix
…………………………………………………………………………….         40