This paper looks into the theory, and the practice of Management Information Systems (MIS) in the university setting, suggesting that university administrators are often more interested in "soft" information than "hard" information provided by MIS. Attitudes of university administrators are discussed, as well as management styles, supporting the concept that university situations cannot be treated as businesses except in such areas of the university environment as the bursar, registrar, and admissions. The information needs of university managers are also discussed. A description of how the MIS system is used at Pepperdine University is included in two sections which identify hard and soft data sources. Recommendations for initiating MIS in a university setting include the establishment of information objectives for institutions; use of those objectives to determine type or mix of data information needs analyses to be conducted; conduct of such analyses; and design and development of the information system that is "right" for the institution/situation. JEG)