Loading ...By definition, measurement must be objective, quantitative and statistically valid. Simply put, it’s about numbers, objective hard data. A scientifically calculated sample of people from a population is asked a set of questions on a survey to determine the frequency and percentage of their responses. For example: 240 people, 79%, of a sample population, said they are more confident of their personal future today than they were a year ago. Because the sample size is statistically valid, the 79% finding can be projected to the entire population from which the sample was selected. Simply put, this is quantitative research.
The sample size for a survey is calculated by statisticians using formulas to determine how large a sample size will be needed from a given population in order to achieve findings with an acceptable degree of accuracy. Generally, researchers seek sample sizes which will yield findings with at least a 95% confidence level (which means that if you repeated the survey 100 times, 95 times out of a hundred, you would get the same response) and a plus/minus 5 percentage points margin of error. Many survey samples are designed to produce smaller margins of error.
Survey sample and structure designs, survey question writing and testing, criteria for selecting appropriate methods and technologies for collecting information from various kinds of survey respondents, survey administration and statistical analysis and reporting are all services provided by Unboxed Consulting Middle East and Africa. However, due to their technical nature, these topics are not covered in this brief.
n essential key to success in organizational communications research with people is confidentiality. Survey respondents and participants in in-depth interviews and focus groups are often asked to give open, honest personal responses about sensitive issues, concerns, perceptions and opinions on a variety of topics.
To acquire the truth from people, researchers must be able to not only assure, but to absolutely guarantee, that a participant’s identity will be kept confidential and fully protected. Confidentiality is one of the primary reasons, in addition to their specialized qualifications, that corporations turn to independent consultants to conduct organizational communications research and measurement.
