Abstract
One of the most important factors that affect the decision-making process is the Information system (IS) in any given institution. Accordingly, IS in any institution is closely matching the heart role in a human body. The aim of this research is to perform instrument validation through Exploratory Factor Analysis (EFA). The questionnaire used in this study is adapted from two different studies: Bahloul (2011) and Al-Adamat (2015). It consists of of seven sub-constructs; after the questionnaire was distributed, 100 responses were collected to do the EFA. EFA was done for each construct separately. The results show that all of the seven constructs have one component or dimension, The factor loading for every item in each construct is greater than 0.6, Bartlett's Test of Sphericity was less than 0.05 for all the constructs, which is Significant (P-value <0.05). Kaiser-Meyer-Olkin Measure of Sampling Adequacy was higher than 0.6 for all the constructs, and this means that the sample size is adequate. Cronbach's Alpha test was higher than 0.7 for the entire constructs' items, which means that these items are all reliable. This study found a valid and reliable instrument for measuring the effectiveness of marketing information system components in the decision-making process. Keywords: Exploratory Factor Analysis, Marketing Information System, Decision-Making Process, Information technologyJEL Classifications: M31, M30DOI: https://doi.org/10.32479/irmm.8622
Highlights
MATERIALS AND METHODWhen an excess of possible actions are available, a decision must be taken. A decision is a conscious choice from among at least two options (Brest et al, 2018)
Marketing information system (IS) (MIS) can be defined as computer-based systems that work in combination with other functional IS in order to support the firm’s management in solving all problems that correlate to marketing actions, analyses and provide them to the marketing manager for making effective decisions (Keller and Kotler, 2016)
After all the required changes according to pre-test results have been done, the researcher distributed the questionnaire to gather minimum of 100 responses to be able to run the exploratory factor analysis (EFA), according to many researchers for example: Awang (2010, 2012, 2014, 2015), Hoque et al (2017, 2018), Noor et al (2015), Awang et al (2018) and Yahaya et al (2018) ensures that EFA should be done for each construct to explore for changes in dimensionality of items from past studies due to changes in the characteristics of population from the past
Summary
When an excess of possible actions are available, a decision must be taken. A decision is a conscious choice from among at least two options (Brest et al, 2018). Fifth construct: Marketing Research and its’ use (14 items using the scale of 10). Shkeer and Awang: Exploring the Items for Measuring the Marketing Information System Construct: An Exploratory Factor Analysis. After all the required changes according to pre-test results have been done, the researcher distributed the questionnaire to gather minimum of 100 responses to be able to run the exploratory factor analysis (EFA), according to many researchers for example: Awang (2010, 2012, 2014, 2015), Hoque et al (2017, 2018), Noor et al (2015), Awang et al (2018) and Yahaya et al (2018) ensures that EFA should be done for each construct to explore for changes in dimensionality of items from past studies due to changes in the characteristics of population from the past
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