USER ATTITUDES TOWARDS MARKETING INFORMATION SYSTEMS — A UK SURVEY OF MANUFACTURING COMPANIES Available to Purchase

Personal interviews with 84 marketing information system (MkIS) users in 33 UK marketing companies were conducted in order to determine attitudes towards MkIS and to relate attitudes to usage. In general, user attitudes were favourable regarding usefulness of information, ease of access, user orientation, improvement in managerial performance, competence in channelling information to the right people and ease of reading and understanding reports. However, attitudes regarding timeliness and reliability of information were less favourable. Significant relationships were found between some usage variables and attitude factors. It is important that user attitudes are favourable regarding the sophistication of, and prestige conferred by the MkIS, the degree of assistance provided and the capability of the system to discriminate between the needs of different users.