BUS610: Business Intelligence and Analytics

Exploratory research was deemed relevant for this study, as the subject was regarded as a new or under-researched topic. Primary data was required to achieve the research objective, as the literature review revealed that little research has been done to explore the design of performance dashboards that are implemented in industry. The primary data yielded real-life insight into the practical use of performance dashboards in industry, and also yielded behavioural insights.

A qualitative approach was appropriate for the research. Kothari states that a qualitative approach to research is concerned with the subjective assessment of attitudes, opinions, and behaviour. For this research, in-depth interviews allowed the researcher to obtain the required data to meet the objectives of this study, and to gain deeper insight into the practical application of dashboards in an organisation. Non-probability sampling (purposive or deliberate selection) was used to select the participants, based on a set of criteria. The researcher addressed potential sample selection errors by using a set of criteria to select participants, and created an environment in which the participant would be comfortable in order to maintain realism, integrity, and objectivity and so prevent response bias. A manufacturing firm with many different departments was used as the source of the primary data. The facility is highly integrated and complex, implying that management and optimisation are challenging. The research conducted was consistent with ethical requirements and guidelines.