A Study of Marketing Information System (MIS) As a Contributory Factor in the Performance of Selected Transport Companies in Calabar Metropolis

Abstract

The research paper focused on the study of Marketing Information System (MIS) as a contributory factor in the performance of selected transport companies in Calabar Metropolis. The study aimed at determining the effect of Internal Record (IR) keeping as a contributory factor to decision making. Also, to evaluate the extent at which Marketing Intelligence (MI) has imparted on the performance of selected public road transport companies in Calabar. Further it also investigated the influence of Marketing Research (MR) on the performance of selected public road transport companies in Calabar. Data were collected using questionnaire. The study adopted exploratory and survey research designs. Data were analyzed using Ordinary Least Square (OLS) method. The results from the test of hypotheses revealed that Internal Record, Marketing Intelligence, Marketing Research are contributory factors to the performance of public road transport companies in Calabar, Cross River State, Nigeria. The study recommended that the marketing information system should be used as the bases for analyzing Segmentation – Targeting – Positioning (STP) and Competitor analysis.