Business Intelligence (BI) system facilitates informed and timely decision making incompetitive business environment. However, decision making can turn out to be highlychallenging if information delivered by BI system does not meet certain level of quality.Organization can benefit from provided information if they are correct, comprehensive,current, and accessible. The organizational members who use BI application to make decisionare best informants to verify the quality of delivered information. Additionally,the implementers of BI system are the one who must be aware of delivering high qualityof information and can explain the reason of failures if any. It is critical to inquire bothimplementers and users. Therefore, the factors that can affect the quality of informationwere studied through comprehensive literature review. Low quality of information maymake customers/ suppliers’ relationship worse, shrink the efficiency of the business performance,decrease the level of trust on BI, and eventually cause to lose the competitivenessin market place. This thesis is intended at investigating fundamental dimensionsthat hinder effective utilization of information in BI system and realizing how these dimensionscan affect the quality and outcome of decisions. Study with an exploratorypurpose was designed and conducted at a chain retail stores in Iran to gather empiricaldata from both group of BI users and implementers through focus group interview. Theresult of investigation shows the main BI system utilized to facilitate customer/ supplierrelationship management and store operation management. Business areas and activitiesinfluenced by the quality of information include, inventory management, customer loyalty,competitiveness, and supplier management. The information quality issues are encounteredmainly due to technical failures, lack of competent system developers, changesin business environment, inappropriate documentation during the system developmentlifecycle, and logical error in programming and designing algorithms. The time, effort,and resources spent on exploring and resolving problems regarding to the quality of informationhad a great influence on efficiency and effectiveness. Documentation duringsystem development life cycle is emphasized as a crucial factor that necessitates furtherstudy in documentation subject. The preliminary findings signify the importance of study to consider information quality in BI practice.