THE IMPACT OF MARKETING INFORMATION SYSTEM ON ENTREPRENEURIAL DECISION MAKING (A CASE STUDY OF DAMATURU YOBE STATE)

ABSTRACT The conducted research aimed to thoroughly investigate the substantial impact of an effective marketing information system on the decision-making processes within entrepreneurial ventures. Specifically, the study meticulously examined the influences of internal record systems, marketing intelligence, and marketing research systems on entrepreneurial decision-making. Employing a comprehensive survey approach, 181 precisely designed questionnaires were thoughtfully distributed to gather invaluable insights from respondents. Through the meticulous application of simple random sampling techniques, the study delved deep into the intricate dynamics of these systems, unraveling their multifaceted roles in shaping the very fabric of entrepreneurial decision-making processes. The research findings illuminated a nuanced understanding of the multifaceted roles played by internal marketing record systems, marketing intelligence, and marketing research systems in steering entrepreneurial decisions. Among these, the internal record system stood out as a pivotal cornerstone, furnishing timely and accurate data that profoundly influenced decision-making within entrepreneurial ventures. These revelations not only enrich our understanding of these systems but also underscore the pressing need for a dynamic and adaptive approach in harnessing the full potential of marketing information systems. It is imperative for entrepreneurial ventures to embrace these insights, fostering agility and responsiveness, thus enabling them to thrive in the ever-evolving and challenging market terrain.