INFLUENCE OF MARKETING INFORMATION SYSTEM ON SMALL AND MEDIUM ENTERPRISE PERFORMANCE IN OGUN STATE

Abstract

This research investigated the influence of marketing information system on small and medium enterprise performance in Ogun State. The study aims to determine the effect of internal records on small and medium enterprise performance, evaluate marketing intelligence on small and medium enterprise performance, and to examine the effect of marketing research on small and medium enterprise performance. A descriptive survey research design was adopted for the study. The study population comprised the entire small and medium enterprise performance in Ogun State. The sample size was 327. Yamane sampling Model was employed in this study. Primary data used for the study were gathered by administering a well-structured questionnaire. Data gathered were analyzed using a regression model. The result showed that internal records positively affect small and medium enterprise performance; it further shows that marketing intelligence affects small and medium enterprise performance and marketing research positively affects small and medium enterprise
performance. Thus, it concluded that mobile marketing information system positively affects small and medium enterprise performance in Ogun State.