The design of this study combined qualitative and

This preview shows page 13 - 15 out of 19 pages.

The design of this study combined qualitative and quantitative methods. A survey was distributed in order for the researchers to establish information status in the organiza- tion. Then employees were divided into four groups and were subject to communication activities following four different strategies. The survey was repeated, and results were compared. Finally, qualitative interviews were made with a number of managers, in order to enhance understanding of the results from the two surveys (Alström and Sjöblom-Nordgren 1999: 18). Within the area of public information, empirical studies dominate as well. A number of them have the character of evaluations, often initiated by the governmental organi- zations or institutions. A conclusion drawn from this review is that there is a great need for more Swedish research in organizational communication, research employing both quantitative and qualitative methods, which also needs to be independent of actors’ / institutions’ re- search grants. Case Study Tradition: Strengths and Weaknesses Given the wide definition employed here, research concerning communication activi- ties of organizations ranges from authorities’ mass communication related to crises, organizations’ communication with internal and external publics to more micro-oriented research on the communicative behaviour of individuals. Cutting across these differing research themes, is a far-reaching homogeneous approach when it comes to research perspectives and methods employed. What then are the strengths and weaknesses fol- lowing on from an empirical case study research tradition? Some suggestions are brought forward in the following passage. Clearly, the strength of the Swedish research tradition is its empirical research base. The reviewed empirical studies represent each and together a rich and realistic image of organizational life and organizational communication activities. Often this type of
Image of page 13

Subscribe to view the full document.

106 research is called for – in order to enhance our understanding of theoretical implications in daily practice (cf. Putnam and Fairhurst 2001). Furthermore, the strong empirical base both suggests and points to the possibility of a close link between research and practice. This situation can allow researchers to pose research questions that fit practitioners actual need for knowledge development. Which in turn can strengthen individuals’ communication competence in organizations. Some- times researchers are accused of positioning themselves far off from the experienced ”reality” of organizations. These accusations might be far-fetched in the Swedish tra- dition. At least, prerequisites for research to keep in step with practice are excellent. Case studies in addition allow researchers to study chosen phenomena in a profound way, illuminating topics from different angles in the same study. An example of this is Johansson’s study of the communication of Mission Statement spanning over one and a half years. The complexity of this communication process is demonstrated, and a
Image of page 14
Image of page 15
You've reached the end of this preview.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern