مشخصات پژوهش

عنوان	Considering the role of Marketing Information System on Elevation of Efficiency
نوع پژوهش	مقاله چاپ‌شده در مجلات علمی
کلیدواژه‌ها	Marketing information system, Market efficiency, Customer satisfaction, Market share, Sales and Reduction of Costs
چکیده	This paper considers the role of marketing information system on the elevation of efficiency of market for food producer companies (food sauce and dressing), their head-offices are located in Tehran. All superior directors, middle directors and sales experts of these companies are sample community of this research and 74 companies are defined by Cochran formula as the statistical sample. The research is done by measurement type of descriptive method. The information gathering tool of the questionnaire ascertained that the questionnaire should be distributed among addressees after assessment of permanency values. Answers were analyzed by means of SPSS 18 software and Liserel software after gathering questionnaires. The results of theory tests indicate that there is a meaningful and direct relation between four aspects of marketing information system and elevation of efficiency of market in food producing companies that their head-offices are located in Tehran. The result of regression analysis shows that marketing information system has a direct and meaningful relation with all variant aspect of market. From impression viewpoint, marketing information system has the most effect on satisfaction of customers with line coefficient 0.48. Variants of cost reduction with (0.442), sales increase with (0.40) and market share with (0.389) are affected by information system of market respectively.
پژوهشگران	فریدون احمدی (نفر سوم)، نسترن حیدری (نفر اول)، رضا شافعی (نفر دوم)