Management Information System (MIS): The Importance and Benefits of Marketing Intelligence to Support Nigerian SMEs Decision Making

Abstract

The study examines how important it is for Nigerian SMEs to have access and use marketing intelligence and its effect as a competitive advantage. Online survey was conducted for the safety of to the researcher and respondents due to the covid-19 pandemic. 110 selected SMEs were chosen for the study using convenient sampling. Questionnaire was used in collecting data. The statistical tool for data analysis was regression. The findings revealed that there is a weak link between marketing intelligence and SMEs decision making.  Recommends of the points out that government agencies should support SMEs by providing them with technologies that can operate marketing intelligence, also recommended further researchers should work with larger set of respondents and variables to add to the little literature on marketing intelligence and decision making.