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The Perceiced Impact of Business Intelligence Tools on Marketing Success
University of Skövde, School of Informatics.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose:  The purpose of this study is to analyze the perceived impact of business intelligence tools on marketing success.

Methodology:  This research has conducted based on a literature study in the field business intelligence and pharmaceutical industry marketing. Primary  data  has  been  used  in  this  thesis  to  evaluate  the information technology impact on the  market performance for pharmaceutical industries. The SPSS software package is used to analyze the employee responses and statistical technique. Regression analysis is used to check the impact of information technology on market performance.

Findings: One hundred fifty questionnaires were given to the employees of 15 different pharmaceutical companies located in Pakistan. Among them, 104 were collected back and 100 questionnaires were considered valid and used for further analysis. After analyzing the data, it was evaluated that information technology has a significant impact on market performance in pharmaceutical industries. According to the stakeholders, strategic planning, organizational support, knowledge management and technological advancement have significant impact on the success of information technology for decision support systems.

Research limitations/Implications: More research will be required on the theory presented in this thesis “The Perceived Impact of Business Intelligence Tools on Marketing Success”.

Place, publisher, year, edition, pages
2015. , 55 p.
Keyword [en]
Decision Support Systems, Business intelligence, Marketing Performance, Strategic Planning, Organizational Support, Knowledge Management, Technological Innovation, Qualitative and quantitative study
National Category
Information Systems
URN: urn:nbn:se:his:diva-10849OAI: diva2:806829
Subject / course
Computer Science
Educational program
Informatics - Master's Programme
2014-12-17, Portalen P401, Skövde, 10:00 (English)
Available from: 2015-05-27 Created: 2015-04-21 Last updated: 2015-05-27Bibliographically approved

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Nawaz, Amir
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