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A Mixed Methods Case Study in Communicating Change

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By: Published: 2019 | Product: SAGE Research Methods Cases Part 2
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Abstract

This case study details one person’s experience conducting a mixed methods study to examine change communication—specifically how internal messaging effects individual behavior change as an organization undergoes transformation. A mixed methods approach determined the relationship between the use of specific communication channels on behavior change. First, interviews focused on how key communication messages motivated individuals to act on those messages. A follow-up survey measured individuals awareness and understanding of specific communication themes and messages. Although research points to the need to communicate during change, very little information is available on what the characteristics of an internal communication strategy need to be to effect individual behavior change during transformation. This case study depicts one individual’s experience using a mixed methods approach to determine the use of communication channels and key messages on behavior change.

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