Shaheen- Information literacy for scanning the external environment- a qualitative study
1. 1
Information Literacy for Scanning the
External Business Environment
Xue Zhang, Shaheen Majid and
Schubert Foo
2. Information Literacy at Workplace
One of the objectives of IL instruction is to
prepare independent and lifelong learners
However, a majority of the IL studies have been
conducted in academic settings.
Recently several studies have highlighted the
importance of IL skills for business organizations
(Karim & Hussein, 2008; Zhang, Majid & Foo , 2012).
Some previous studies also reported a lack of
desired IL skills among employees (Bruce, 1999;
O'Sullivan, 2002; Cheuk, 2002).
Only a few studies have investigated the impact of
IL skills on different business operations such as
Environment Scanning (ES), strategic planning,
Evidence-Based Practice (EBP), etc.
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3. What is Environment Scanning?
It is a process of identifying, collecting, processing,
analyzing and interpreting information about an
organization’s external business environments, to be
used for tactical and strategic decision-making.
Creates awareness about emerging business trends,
new business opportunities and potential threats.
Continuous and systematic environment scanning
enables an organization to avoid surprises and gain
competitive edge over its competitors.
3
ES is an ‘information intense’ process and
needs good information skills
4. ES – An Information Intense Process
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Information Needs
Identification
Information
Collection
Information Organization & Storage
Info Processing
& Synthesizing
Information
Distribution
Info Evaluation
& Use
Zhang, Majid & Foo (2010) - Adapted from Choo’s (2002) Information Management Model
5. Mapping of ES Process and IL Skills
5
Scanning needs identification - To define & articulate info. needs
Acquisition of environmental
information
- To identify potential info. sources
- To consider cost/benefit of info.
- To select the most appropriate
access method
- To develop /refine search strategy
- To retrieve & extract information
Information organization and
storage
- To properly organize and store
the retrieved information for
current and future use
Environment Scanning Desired IL Skills
6. Mapping of ES Process and IL Skills
6
Information synthesis and
analysis
- To filter, interpret, analyse,
and summarize information
from multiple sources
Information distribution
and sharing
- To distribute information to the
right person at the right time
and in an appropriate format
Information evaluation and
use
- To evaluate the quality of info.
- To use information for decision
making
Environment Scanning Desired IL Skills
7. The Study Setting
Travel Agencies in Singapore
Very competitive and dynamic industry, directly
influenced by several environmental factors such as
economic crises, epidemics, and natural disasters.
Travel agencies need to quickly adjust according to
the rapidly changing business environment.
The tourism industry is an important and major
contributor to Singapore economy.
Only a few studies have investigated the
environmental scanning practices of travel
agencies.
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8. Research Objective
To study the role of Information Literacy
in environmental scanning process
through a combination of quantitative
and qualitative methods.
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9. Phase one - Questionnaire Survey
Sample - All 319 NATAS* member travel agencies
42 companies participated in the study (13.2%
response rate)
Phase two – Face-to-Face Interviews
13 individuals from 5 companies were interviewed
Companies were selected based on their size and
business focus (in-bound, out-bound, transportation)
Interviewees were from different functional units
and hierarchical levels
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Research Method
* NATAS = National Association of Travel Agents Singapore
10. Human sources 3.70
(colleagues, external contacts)
Traditional Sources 3.00
(Newspapers, TV, magazines)
Online Info. Sources 2.77
(websites, travel blogs, databases)
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Survey Findings
Use Frequency of Information Sources
Low use of online information sources was
probably due to limited IL/searching skills
11. 11
Survey Findings
Conduct of various ES activities
ES Activity
CEO/
Director
Assigned
person(s)
Everyone
Identify the need to collect information 32.5% 53.5% 14.0%
Collect information 11.4% 63.6% 22.0%
Filter, interpret and merge information 30.2% 62.8% 7.0%
Organise and store information 12.8% 79.5% 7.7%
Distribute information to needed people 20.0% 71.1% 8.9%
Use the information for decision-making 58.3% 37.5% 4.2%
A majority of the employees were involved
in ES activities
12. Lack of time 56.5%
Shortage of manpower 64.1%
Lack of information skills 40.7%
Limited access to info sources 33.3%
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Survey Findings
Barriers to Environment Scanning
13. 13
Hypotheses Testing
H1: The frequency of each scanning step is positively correlated with the quality of
information available for decision-making.
H2: The overall level of information literacy of employees responsible of scanning
activities is positively correlated with the quality of information made
available for decision-making.
Frequency of
Environmental
Scanning
Level of
Information
Literacy Skills
Quality of
Information
for Use
H1
H2
14. Inability to identify appropriate information sources
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IL-Related Problems in ES - Interviews
18. IL training programs need to realize that
applications and benefits of IL skills are not
confined to academic settings.
Many organizational activities need up-to-date,
accurate, and high quality information for tactical
and strategic decision-making.
Employees of all organizations need to possess an
adequate level of information skills.
There is a need to create awareness as well as
develop special IL training programs for working
individuals.
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Conclusion
19. 19
Information Literacy for Scanning the
External Business Environment
Xue Zhang, Shaheen Majid and
Schubert Foo
