1. COMM 4170-01: Applied Organizational Communication
Instructor: Dan Lair
Day Eleven: Research Methods: Investigations and Assessment
October 3, 2005

2. Today’s Agenda Overview of Research Methods
Case Discussion: Devising a Research Plan
Group Meetings/Check-in (if time)

3. Questions from DeWine, Chapters 4 and 5

4. Overall Approaches: Quantitative v. Qualitative
Qualitative Approaches
Researcher adopts more “subjective” pose
Researcher is the instrument of data gathering
Data: words, images, descriptions
Analysis happens during data gathering
Common methods:
Interviews
Focus Groups
Observation
Quantitative Approaches
Researcher adopts objective pose
Researcher uses tools (i.e. questionnaires) to gather data
Data: numbers, statistics
Data gathering and analysis are distinct phases
Common methods:
Questionnaires/Surveys
Content Analysis
Experiments

5. Qualitative and Quantitative Approaches: Common Ground
“Mixed methods” often achieve “best of both worlds”
The methods can be combined productively to:
Use quantitative sampling methods to gather qualitative data.
Use quantitative methods to characterize patterns in qualitative data.
Focus on different aspects of data sets (think about observed conversations: What is quantifiable? What is not?)
Using quantitative data to illustrate the “scope” of a problem, qualitative data to provide context.
Using qualitative methods to discover problems, quantitative methods to confirm their existence.

6. Discussion Questions, DeWine Chapters 4 and 5
On p. 53, DeWine suggests that a good “rule of thumb is to keep collecting data until it starts becoming repetitive”? Why? What does this “rule” accomplish? What might it “look” like in practice?
What is the difference between random and stratified sampling? When is each method appropriate?
What is objectivity? Why is it important? How can you achieve it? What are its limitations?
Why is confidentiality important? How can you ensure confidentiality? What is the difference between anonymity and confidentiality?

7. Discussion of Case Study, “Contemplating My First Year”
You have been hired by NatNet’s new CEO to specifically explore why the company has such high turnover, and more generally to explore the “people problems” that exist in the company in an effort to improve them. Consider the case study as the result of an extended interview you’ve conducted with Casey. Given this insight into the company, develop a research plan that will help you diagnose the problems and point to an appropriate intervention. Make sure you consider:
What theoretical perspective might best help you understand the problem (or aspect of the problem)?
What methods will help you answer the questions you need to ask? In what order will you employ those methods?
How will you sample the overall employee population (you cannot speak to all 100+ employees)?
What concerns might employees have about your research and how will you address those?