THE ROLE OF INTUITION IN DECISION MAKING: AN EMPIRICAL STUDY ON ACADEMIC STAFF IN A MALAYSIAN PUBLIC UNIVERSITY

Abstract

Decision making is the process of deciding something important by a group of people or an organization. An empirical study was investigated to analyze intuitive decision making style among academic staffs at five various faculties in one of the public universities in Malaysia. Its objectives are: to identify intuitive decision making style among academic staffs; to identify difference intuitive decision making style based on age, gender, race, working experiences, professional level and field of expert; and lastly, to identify relationship between intuitive decision making style and situational factors. 94 academic staffs of five various faculties were involved in this study. Data were collected using questionnaire and SPSS was used for data analysis. The findings show that out of four situational factors, two of them, i.e. information and risk factors were found to have significant relationship with intuitive decision making style. Recommendations of the study are highlighted and further research discussions are also suggested.