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To cite this document:
Nor Azrina bt Mohd Yusof @ Ghani Wee Shu Hui Ibrahim Kamal Abdul Rahman Normah Omar Shah Alam
Michael S.C. Tse, (2012),"Style of information usage and use of accounting information: a Malaysian study",
Asian Review of Accounting, Vol. 20 Iss 1 pp. 20 - 33
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1. Introduction
Effective use of accounting information in decision making is essential to the survival
of business organizations in a highly competitive environment (Henri, 2006). The
importance of accounting information for managers is extensively documented in prior
studies (Bruns and McKinnon, 1998; Pierce and ODea, 2003; Choe, 2004; Williams,
2004; Anwar and Tuqan, 2006; Gaidiene and Skyrius, 2006). Prior studies identify two
distinctive styles of information usage, namely, diagnostic and interactive (Simons,
1990; Abernethy and Brownell, 1999; Naranjo-Gil and Hartmann, 2007). Since the
1990s, there has been a growing interest in styles of information usage (Tuomela, 2005;
Henri, 2006). However, most studies on styles of information usage have been
conducted in developed countries like USA and Australia. To date, there has been
limited research on styles of information usage in developing countries.
This paper presents a study on the relationships between the style of information
usage and the use of financial and non-financial information in Malaysia. Due to
institutional and cultural factors, the adoption and use of management accounting
techniques in developing countries often differ from those in developed countries
( Joshi, 2001; Sulaiman et al., 2004). Therefore, research on management accounting
practices in developing countries can potentially provide new insights into issues that
have already been studied in the context of developed countries. The objective of the
study is to fill the gap in the existing literature by examining the effects of the style of
information usage on Malaysian managers. Findings of the study show that a
diagnostic style of information usage is positively associated with the use of financial
information, while an interactive style of information usage is positively associated
with use of non-financial information.
The remainder of this paper is organized as follows. The hypotheses of the study are
developed in Section two. Section three outlines the research methodology of the
study. The findings of the study are presented in Section four, and concluding remarks
are made in Section five.
2. Theoretical development
2.1 Use of accounting information
Managers use accounting information to assist them in planning, control and
evaluation of operating performance (Choe, 2004). Accounting information can be
broadly classified into two categories, namely, financial information and non-financial
information. All financial information is quantitative in nature whereas non-financial
information includes both quantitative and qualitative information (Bruns and
McKinnon, 1998; Kaplan and Norton, 1996; Azleen and Mohd Zulkeflee, 2007).
Different types of accounting information are used in decision-making processes
(Mia and Patiar, 2001; Naranjo-Gil and Hartmann, 2007; Tse and Gong, 2009),
depending on the managers backgrounds and the nature of the decisions and
problems they are facing. Managers may also use financial and non-financial
information concurrently (Kaplan and Norton, 1996).
2.2 Style of information usage
According to their different needs, and the available resources and competencies,
managers use accounting information in different ways ( Jais, 2007). Simons (1990,
1995) suggests that accounting information can be used in two distinctive ways. First,
accounting information can be used as the basis of diagnostic controls (diagnostic
style). Managers regularly compare information on actual financial and/or
non-financial performance with preset standards to identify deviations from
organizational plans (Henri, 2006; Naranjo-Gil and Hartmann, 2007). Alternatively,
accounting information can be used to facilitate interactions between members of
organizations (interactive style). Managers also use accounting information to
stimulate learning and identify new opportunities (Simons, 1995).
Different styles of information usage have direct implications on managers
behaviour. The adoption of a diagnostic style of information usage directs senior
managers attention towards the achievement of planned outcomes. They pay less
attention to the means adopted by lower-level managers for achieving the outcomes
(Simons, 1995). Most discussions on organizational outcomes are in the form of formal
Style of
information
usage
21
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reviews and are conducted at the end of set operating periods. Exchanges of
accounting information within operating periods are limited (Naranjo-Gil and
Hartmann, 2007). When an interactive style of information usage is adopted by
managers, continuous exchanges of information occur between organizational
members (Abernethy and Brownell, 1999). Discussions on organizational outcomes
can be held at any time and tend to be less formal (Simons, 1995; Naranjo-Gil and
Hartmann, 2007).
2.3 Style of information usage and use of accounting information
The adoption of a particular style of information usage has direct implications on
managers preferences over different types of accounting information. Findings of
Naranjo-Gil and Hartmann (2007) show that managers who adopt an interactive style
of information usage prefer to use non-financial information in their decision-making
processes, while managers who adopt a diagnostic style of information usage have a
stronger preference for the use of financial information in decision making.
Styles of information usage also influence managers use of different types of
accounting information indirectly through their mutual relationships with decision
problems. The relative importance of each type of accounting information to managers
varies when they face different types of decision problems (Bhimani and LangfieldSmith, 2007; Maksoud et al., 2010; Tse, 2011). Financial information traditionally
plays a key role in structural decision problems such as the evaluation of
organizational performance (Tuomela, 2005). For unstructured decision problems like
the identification of new business opportunities, non-financial information is
considered more useful, as it enables managers to discover tacit knowledge and
makes it explicit (Vaivio, 2004). Meanwhile, the suitability of different styles of
information usage to managers varies according to the types of decision problems they
face. A diagnostic style of information usage is suitable for addressing routine,
structural decision problems like the evaluation of organizational performance and the
determination of subordinates rewards (Bhimani and Langfield-Smith, 2007; Ferreira
and Otley, 2009). In comparison, an interactive style of information usage is more
suitable for addressing unstructured decision problems (Simons, 1995). Thus, the
adoption of a diagnostic style of information usage is associated with the use of
financial information through linkages to the structured decision problems. Similarly,
adoption of an interactive style of information usage is associated with the use of nonfinancial information through linkages to unstructured decision problems.
Based on the above arguments, the following hypotheses are developed:
H1. Diagnostic style of information usage is positively associated with use of
financial information.
H2. Interactive style of information usage is positively associated with use of
non-financial information.
3. Research methodology
3.1 Data collection
This study adopted a survey method in which a written questionnaire was prepared
and mailed out to potential respondents. After official approval was obtained for
the study, the questionnaire was first sent to accounting academics in Malaysia to test
the validity of the questions. The questionnaire was then mailed out to the sample
companies. A cover letter stating the purpose of the study, written instructions for the
completion of the questionnaire, and a self-addressed envelope were sent together with
the questionnaire. The potential respondents were given a period of four weeks to
complete the questionnaire. After two weeks, follow-up calls were made to all potential
respondents, either to encourage their participation or to thank them for their
participation.
The selection of the sample in this study was based on purposive sampling. To
improve the response rate, distribution of the questionnaire was limited to companies
that were more likely to respond. The questionnaire was sent to 45 companies in Kuala
Lumpur, Selangor, Terengganu and Pulau Pinang where the researchers had personal
contacts. Responses were received from 40 companies, constituting a response rate
of 89 per cent. As shown in Table I, half of the responding companies were in trading/
service industry (n 20), 70 per cent of the responding companies were large
companies (n 28), and 25 per cent of them were listed at Bursa Malaysia (n 7).
Individual respondents were asked to indicate their positions and work experiences
in the questionnaire. A total of 62.5 per cent of respondents identified themselves as
managers (n 25), while the others identified themselves as accountants (n 15).
A total of 84 per cent of the respondents who identified themselves as managers had
held their positions for less than ten years (n 21), whereas all respondents who
identified themselves as accountants had held their positions for less than ten years.
Style of
information
usage
23
Industry
Consumer products
Industrial products
Trading/services
Finance
Technology
Property
Others
Large
5
2
13
2
3
0
3
Size of companies
(%)
SME
(%)
Total
17.9
7.1
46.4
7.1
10.7
0.0
10.7
8.3
0.0
58.3
8.3
8.3
8.3
8.3
6
2
20
3
4
1
4
1
0
7
1
1
1
1
Table I.
Information on
responding companies
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20,1
24
that the data satisfied the assumptions of a standard regression model with no
multicollinearity.
4. Findings
4.1 Test of hypotheses
The hypotheses of this study were tested with standard multiple regression analysis.
In this study, H1 hypothesizes that a diagnostic style of information usage is positively
associated with use of financial information. The following regression equation is used
to test the hypothesis:
Uf b0 b1 DS b2 IS e
where, Uf represents use of financial information; DS represents diagnostic style of
information usage; IS represents interactive style of information usage; e represents an
error term.
Table III shows the result of a regression analysis with the use of financial
information as a dependent variable. The two independent variables (diagnostic style
and interactive style) explain 36.7 per cent of the variance (R2) in financial information
use. The F-value of the function is 10.375, po0.05. An examination of the t-values
indicates that the relationship between diagnostic style and use of financial
information is positive and significant (b 0.648, t 4.15, po0.05). This indicates that
managers who adopt a diagnostic style tend to use more financial information. As
such, H1 is supported. This finding is consistent with prior literature (Tuomela, 2005;
Naranjo-Gil and Hartmann, 2007; Mohamed et al., 2009, 2010a, b).
To test the relationship between an interactive style of information usage and
the use of non-financial information, another regression analysis is performed.
The following regression equation is used to test the hypothesis:
Un b0 b1 DS b2 IS e
Diagnostic
style
Variable
Interactive
style
Financial
information
Non-financial
information
Diagnostic style
1.00
Interactive style
0.547**
1.00
Table II.
Financial information
0.602**
0.270*
1.00
Pearson correlation matrix Non-financial
for styles of information
information
0.218
0.532**
0.519**
usage and use of
accounting information
Note: *Significant at 0.05 level (one-tailed); **significant at 0.01 level (one-tailed)
Table III.
Results of multiple
regression analysis with
use of financial
information as the
dependent variable
b0
DS
IS
1.00
SE
p-value
0.003
0.631
0.020
0.163
0.152
0.038
0.648
0.085
0.017
4.150
0.591
0.986
0.000
0.723
Style of
information
usage
25
b0
DS
IS
SE
p-value
1.188
0.424
0.585
0.724
0.677
0.167
0.104
0.588
1.544
0.626
3.557
0.131
0.535
0.001
Model
1 (Constant)
Quality
2 (Constant)
Quality
Customer satisfaction
3 (Constant)
Quality
Customer satisfaction
Flexibility
SE
2.156
0.447
1.534
0.288
0.318
1.725
0.400
0.501
0.336
0.361
0.106
0.442
0.123
0.142
0.432
0.129
0.161
0.159
0.566
0.364
0.348
0.505
0.549
0.399
p-value
5.970
4.228
3.469
2.331
2.232
3.990
3.090
3.105
2.115
0.000
0.000
0.000
0.025
0.032
0.000
0.004
0.004
0.041
Notes: Model 1: R 0.566, R2 0.320, F 17.874, po0.05; Model 2: R 0.633, R2 0.401, F 12.265,
po0.05; Model 3: R 0.683, R2 0.467, F 10.508, po0.05
Table IV.
Results of multiple
regression analysis with
non-financial information
as the dependent variable
Table V.
Results of stepwise
multiple regressions for
predicting the use of
non-financial information
by managers who adopt
an interactive style
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The results suggest that a model including the other three types of non-financial
information is the best predictors of the interactive style of the use of non-financial
information. The F-value of the model is 10.508 (po0.05). The three types of
non-financial information explain 46.7 per cent of the variance (R2) in an interactive
style of information usage and the t-value of the model is highly significant (po0.05).
This finding shows that managers who adopt an interactive style prefer to use
customer-related non-financial information (quality, customer satisfaction, flexibility)
in decision making. This finding is consistent with the view that managers should
focus on limited sets of key success factors that are critical to their organizations longterm competitive success (Ferreira and Otley, 2009).
The findings of this study should be examined in conjunction with its limitations.
The key limitation of this study is the selection of sample companies. The use of a
purposive sampling method enables the researchers to achieve a high response rate.
However, it may constitute a threat to the external validity of findings as other
non-sampling companies may have different views on the use of accounting
information in decision making. This potential threat to external validity is partly
mitigated by a high response rate from respondents and the normality of the data.
Notwithstanding its limitations, this study provides valuable insights into
relationships between the style of information usage and the use of accounting
information in developing countries. The findings of the study show that the style of
information usage is relevant in developing countries. The relationships between the
two styles of information usage and managers use of financial and non-financial
information are similar in developing and developed countries.
5. Conclusion
This paper presents a study on the relationships between the two styles of information
usage and the use of financial and non-financial information in Malaysia. The findings
of the study provide positive support for the two conjectured hypotheses, and are
consistent with the findings of prior studies that are based on data from developed
countries. As suggested in Naranjo-Gil and Hartmann (2007), managers who adopt a
diagnostic style behave like an answer machine. Given their conservative mind and
style, they tend to rely on financial information produced by their subordinates for
making decisions. In contrast, managers who adopt an interactive style behave like a
learning machine. They believe that information gathered via the voices of people is
more relevant to the creation and maintenance of competitive advantage. Further
analysis on the types of non-financial information used by managers who adopt
an interactive style of information usage reveals that managers pay more attention to
certain non-financial information. Customer-related non-financial information such as
quality, customer satisfaction and flexibility play a more important role in those
managers decision-making processes.
The findings of the study can be applied to assist organizations in meeting
managers information requirements. Due to human cognitive capacity constraints,
managers abilities to use information in decision making decrease when they receive
excessive information (Birnberg et al., 2007). Therefore, it is preferable to present
selected information to managers rather than simply provide them with all the
available information. As discussed above, managers prefer to use different types of
accounting information when they adopt different styles of information usage. Thus,
presenting different sets of accounting information to managers who adopt different
styles of information usage enables managers to use the information more effectively.
Style of
information
usage
27
ARA
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Mia, L. and Patiar, A. (2001), The use of management accounting systems in hotels: an
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measurement system design and organisational capabilities: using levers of control
framework, Asia-Pacific Management Accounting Journal, Vol. 4 No. 1, pp. 35-64.
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measurement system, organisation capabilities and competitive advantage, Asian Journal
of Accounting and Governance, Vol. 1, pp. 27-50.
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between strategic performance measurement systems and organisational competitive
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Sulaiman, M., Ahmad, N. and Alwi, N. (2004), Management accounting practices in selected
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management accounting reclaim its relevance and rightful role, Strategic Finance, Vol. 86
No. 2, pp. 41-8.
Style of
information
usage
29
]
]
]
]
]
6. What is your average annual profit before tax (million) in the past three years?
(a) Less than RM5m
[
[
] (f) Between RM86 RM105m
(b) Between RM5 RM25
[
] (g) Between RM106 RM125m [
(c) Between RM26 RM45m [
] (h) Between RM126 RM145m [
(d) Between RM46 RM65m [
] (i) Between RM146 RM165m [
(e) Between RM66 RM85m [
[
] (j) Above RM165m
]
]
]
]
]
7. Which industry best describes your organization? Please tick your answer ().
(a) Consumer products
[
] (e) Technology
[
(b) Industrial products
[
] (f) Properties
[
(c) Trading/services
[
] (g) Construction
[
(d) Finance
[
] (h) Other(specify)______________[
]
]
]
]
] Not listed
ARA
20,1
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1
2
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Downloaded by UNIVERSITY OF MALAYA At 02:08 19 August 2015 (PT)
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Operating income
1
Sales growth
1
Return on investment
1
Account receivable turnover
1
Total net cashflow
1
Cost of quality
1
Supplier certification
1
Hours of employee training
1
Hours of preventive maintenance
1
Cost reduction resulting from quality 1
products
Reduction in cycle time of producing 1
Number of customers lost due to failure 1
to meet demand
Customer satisfaction
1
Average time taken to respond to
1
customers
Number of different products/services 1
delivered
Total costs per customer services
1
delivered
Revenue per employee
1
Value-added person
1
Absentee rates
1
Training hours per employee
1
Market share of main products/
1
services
Number of new customers
1
On-time delivery percentage
1
Number of customers complaints
1
Survey of customer satisfaction
1
Number of new services/products
1
launched
Time to market for new products/
1
services
Per cent of sales from new products 1
Employees satisfaction rating
1
Employee turnover percentage
1
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To
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2
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2
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5
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4
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4
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5
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2
2
2
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3
3
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5
5
5
Style of
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usage
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Michael S.C. Tse is a Lecturer in Accounting at Deakin University, Australia. His research
interests include management accounting, information systems and higher education. He is a
former co-editor of the Journal of Internet Business and serves as an ad hoc reviewer for several
international journals. He is also the vice president of the Institute of Certified Management
Accountants, Australia. Michael S.C. Tse is the corresponding author and can be contacted at:
michael.tse@deakin.edu.au
Style of
information
usage
33