CHAPTER 4 ANALYSIS
4.2 Qualitative Study
The aim of the short semi-structured interviews was to help in the understanding of BI systems success in South Africa and also to see if the factors converge with the factors from the initial theoretical model developed in the Literature Review phase. The purpose of this section is to present the results of the data analysis from the short semi structured interviews. Data on which qualitative findings are based was collected from three short semi structured interviews that were recorded and later analysed. The transcripts of the interviews are attached in the appendix. The interviews provided insight into the study through exploring the participants perceptions on the various factors identified.
The participants were purposively selected from a financial institution operating in South Africa. The researcher served as an interviewer for all the interviews.
4.2.1 Profile of the Interviewees
For ethical reasons interviewees in this study are referred to as Interviewee #1 through to Interviewee
#3. Table 4.1 shows the profile of the interviewees. All three participants were male.
Table 4.1 : Profile of Interviewees Interviewee
No.
Role Organisation Year’s Experience
1 Non-
Management
Financial Services
8
2 Management Financial
Services
10
3 Management Financial
Services
13
4.2.2 Factors
The qualitative findings are presented in accordance with the identified factors that were based on the initial theoretical framework developed in the Literature Review phase of the study. The researcher identified the following six factors during the Literature Review: (1) information quality, (2) system quality, (3) service quality, (4) individual impact, (5) user satisfaction, and (6) user quality.
4.2.2.1 Information Quality
The interviewees gave their opinions regarding the contribution of information quality to the success of BI systems in their organisations. There was a general agreement among interviewees that information quality is a vital factor for BI system success. All interviewees highlighted the importance of information quality. Interviewee #1 pointed out that:
“without good information the BI tool is useless to me. I think the information from the BI system must be up to date and reliable in order to make effective decisions.”
Also supporting this view was Interviewee #2 who mentioned that:
“the information is used to help the organisation, if it is not of high quality then its not good for the business. Businesses spend lots of money on BI systems so they can turn the masses of data they have into valuable information. So the information has to be of high quality otherwise we are wasting time and money.”
Interviewee #3 also confirmed, “in what I do high quality information is the lifeblood of my department. Without it we would be of no value to the business.”
The interview transcripts are attached in the appendix. Table 4.2 summarises the results for this factor, with the factor in the first column, and the result for each interviewee in subsequent columns. Within each factor, the related sub factors are listed.
Table 4.2 : Summary of factors identified by interviewees Interviewees
Factor Sub factor I1 I2 I3 Total
Information Quality
Accuracy √ √ √ 3
Usefulness × × √ 1
Timeliness √ √ √ 3
Completeness × √ √ 2
Interviewees
Factor Sub factor I1 I2 I3 Total
Relevance √ √ √ 3
Understandability × × √ 1
4.2.2.2 System Quality
The interviewees gave their opinions regarding the contribution of system quality to the success of BI systems in their organisations. Yet again, there was agreement among interviewees that system quality is an essential success factor for BI systems. A number of system quality sub factors were identified by the different interviews. The first of these sub factors were ease of use and ease of learning:
“Well the system must be easy to learn and also must be easy to use. I want to be able to slice and dice with ease, like using excel” Interviewee #1.
Another desirable feature identified by the interviewees was “availability” (Interviewee #1 &
Interviewee #2) and a system that is stable and secure (Interviewee #3). One interviewee (Interviewee
#1) highlighted the importance of having a responsive system.
Table 4.3 shows the results for this factor.
Table 4.3 : Summary of factors identified by interviewees Interviewees
Factor Sub factor I1 I2 I3 Total
System Quality
Availability √ √ √ 3
Ease of Use √ √ × 2
Ease of Learning √ × × 1
Responsiveness √ × × 1
User Friendly √ × × 1
Reliability × × √ 1
Stability × × √ 1
Secure √ × √ 2
4.2.2.3 Service Quality
The interviewees gave their opinions regarding the contribution of service quality to the success of BI systems in their organisations. Two sub factors were identified by the interviewees namely responsiveness and knowledge. All interviewees identified both sub factors as been important. The general comments were as follows:
When the respondents were asked on their view of the level of service received from the IT team or BI Department. Interviewee #2 pointed out that:
“They are generally well-informed and respond to queries on time. So I am happy with the service I get from them”.
Likewise, Interviewee #1 pointed out that:
“Well like I said they solve my problems in time most of the time so I would really say they know what they are doing otherwise they wouldn’t know how to solve the problems I have with the cubes”.
The cube identified by the interviewee is the BI analytical tool that the interviewee uses.
“I would say they know what they are doing; they are also very reliable and respond to queries quickly. I do get help from them when I need it so to me that’s the most important thing” Interviewee
#3.
Table 4.4 : Summary of factors identified by interviewees Interviewees
Factor Sub factor I1 I2 I3 Total
Service Quality
Responsiveness √ √ √ 3
Knowledge √ √ √ 3
4.2.2.4 User Satisfaction
Regarding the User satisfaction factor, all interviewees identified the overall satisfaction factor as the most important factor that would enable the users to use a BI system.
“I would say yes overall I am satisfied with the BI system” (Interviewee #3).
Interviewee #3 further points out that:
“Well the BI system does what it’s supposed to do so for me I am able to do my work. I cannot speak for the whole organisation but for me based on the requirements of my work I am very satisfied with the BI system”.
“I am generally happy with the BI system” (Interviewee #3).
Table 4.5 : Summary of factors identified by interviewees Interviewees
Factor Sub factor I1 I2 I3 Total
User Satisfaction
Efficiency √ × √ 2
Effectiveness × × √ 1
Overall Satisfaction √ √ √ 3
The second factor that the users identified was efficiency. Two of the three interviewees in this group noted this sub factor.
4.2.2.5 User Quality
The users identified three sub factors of the user quality factor namely Business Skills, Technical Skills, and Analytical Skills. Table 4.6 shows the summary of the identified sub factors.
Table 4.6 : Summary of factors identified by interviewees Interviewees
Factor Sub factor I1 I2 I3 Total
User Quality Business Skills √ √ √ 3
Technical Skills × × √ 1
Analysis Skills √ √ √ 3
All three interviewees identified business skills sub factor as an important skill for a user.
“I think the firstly the user must understand the business in which he is working, before he can the BI tool effectively” (Interviewee #2).
Similarly, Interviewee #3 points out that “I think as a BI user you really need to understand your area of business to be able to use the BI system effectively”.
4.2.2.6 Individual Impact
Under the Individual impact factor, there were four sub factors identified (individual productivity, decision-making quality, decision making speed and problem identification speed). When asked if the interviewees are getting any benefits from the use of BI systems all users agree that they are getting benefits.
All three interviewees identified individual productivity as a benefit for using BI systems. This is supported by Interviewee #1 who pointed out that :
“besides acting quickly the other benefit is that I can do more in a day than if I did not have the cube”.
The cube identified by the interviewee is the BI analytical tool that the interviewee uses.
Table 4.7 shows the summary of the identified sub factors.
Table 4.7: Summary of factors identified by interviewees Interviewees
Factor Sub factor I1 I2 I3 Total
Individual Impact
Individual Productivity √ √ √ 3 Decision Making Quality × √ √ 2 Problem Identification
Speed
√ √ × 2
Decision Making Speed √ √ × 2
Likewise, Interviewee #2 pointed out that:
“I am able to be proactive and be more productive. All the information I need is right there in front of me, so I can make high quality decisions quickly”.
Similarly, “I think the BI solution helps me to take charge when solving problems” (Interviewee #3).