Management Case

We collected our raw data from a number of 120 managers (marketing and IT). We asked them multiple questions in order to draw any connection between the utilization of databases with that of awareness or perceived importance of databases. With our results obtained through statistical analysis, we can see that there is in fact a strong and positive relationship between both: 1) perceived knowledge and utilization of databases and, 2) perceived awareness and utilization of databases. According to the above values the Pearson Correlation between perceived importance and utilization is higher than the value of 0.05 standing at a strong value of 0.567. This indicated that there is 56.7% impact of perceived importance on the utilization of databases. Furthermore, the values for the t-test for equality of means between our variables, perceived knowledge and utilization of databases, also show a strong connection. A significant value of 0.681 which translates into a 68.1% impact on each other shows that the perceived knowledge has a strong and positive effect on utilization of databases. H1: there is an impact of awareness on the utilization of databases for the purpose of marketing promotions. H2: there is an impact of perceived importance on the utilization of databases for the purpose of marketing promotions.

Discussions, implications, future research and conclusion

Discussions

We now understand that the awareness and perceived importance of databases actually directly results in to what extent databases are used for marketing promotions. It is safe to say that the more a marketing manager knows about databases and has lays importance to it is the instigator in determining his use for databases.

Implications

Our research should recommend that even though there is a strong and positive impact of both awareness and perceived importance of databases on their utilization, the statement should not be used to determine the success of marketing promotions. There is no evidence that efficient utilization of databases results in successful marketing promotion.

Future research

We have only examined three variables in our research but future researches should focus on taking it a step ahead by studying more variables that indicate the utilization of databases with how successful they are.

Conclusions

After studying the variables, we can conclude that the perceived importance and awareness of marketing managers about databases available to them is a direct consequent of to what extent they use databases for marketing promotions. The findings clearly show that there is a strong and positive impact of their awareness and perceived knowledge on the utilization of these databases.

Data analysis describes that there is effect of awareness and perceived