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Data as Intelligence: A Study of Business Intelligence as Decision Support
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Introduction: The term Business Intelligence arose in the mid-1990s and is a growing share of the IT market. The need of Business Intelligence emerges from an increasing competition and a constantly changing and more complex business climate.

Problem discussion: There are only few examples of research dealing with data-driven decision processes. How data are incorporated in decision making processes is crucial for the future use of decision support systems. The literature stress that managers must use more analytics and rationality to make better and more appropriate decisions. However, previously studies have indicated that intuition still plays a major role in decision making, even in organizations using Business Intelligence. With this background the following research question is presented:

To what extent are Business Intelligence systems used to support decisions in organizations?

Purpose: The purpose of this study is to describe and observe Business Intelligence from a decision making perspective.

Method: The primary source of data is personal interviews and one observation study, which implies a qualitative method. The respondents are an organization in the start-up phase, IT-consultants and suppliers and current Business Intelligence users. An abductive approach is applied, and the analyses of data is done simultaneously as the examination of literature and previously made studies.

Findings: The system is mainly used for producing reports and as a provider of information. More information and more detailed information are accessible due to the Business Intelligence system. The information itself is valued highly, it is assumed that if the decision maker has enough of information, an appropriate decision will be made. Intuition is still frequently used among the users, yet the Business Intelligence system can to some extent neutralize the user. This is due to that the system is used to confirm and follow up the intuition.

Place, publisher, year, edition, pages
2013. , 51 p.
Keyword [en]
Business Intelligence, decision making, analytics, decision support
National Category
Business Administration
URN: urn:nbn:se:hj:diva-21276OAI: diva2:624506
Subject / course
IHH, Business Administration
Available from: 2013-06-24 Created: 2013-05-29 Last updated: 2013-06-24Bibliographically approved

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