Samson Nambei Asoba, Nteboheng Patricia Mefi
Information overload in the Fourth Industrial revolution has ignited the need for increased use of quantitative tools and analytics for decision making to manage complexity among entrepreneurs. Faced with a pressing need to build and maintain competitive advantage, entrepreneurs need effective tools to make decisions of high quality. This has led to increased popularity and use metrics and quantitative analytics for decision making. The study adopted the qualitative approach and data was collected through interviews with the objective of establishing the perceptions entrepreneurs on the effective use of metrics and quantitative analytics for decision making among entrepreneurs. It also sought to establish whether there is increased use of metrics and quantitative analytics models among the entrepreneurs. telephone interviews were conducted with eight entrepreneurs. The results indicated that despite high agreement that quantitative analytics are important in improving decision making, the actual use of these techniques and models is still low among the entrepreneurs. Following this study, entrepreneurs are encouraged to increase the use of quantitative analytics and models for decision making