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Integrating Qualitative and Quantitative Methods for Organizational DiagnosisPossible Priming Effects?
Dean C. Vitale
Auburn University, Alabama
Achilles A. Armenakis
Auburn University, Alabama
Hubert S. Feild
Auburn University, Alabama
This study reviews considerations for integrating closed-ended items and open-ended questions in a single survey instrument, focusing on contextual effects as a potential pitfall in organizational diagnosis. A randomized posttest-only control group experiment was conducted in a field setting with a small (92 employees) for-profit firm wherein the experimental group received a mixed questionnaire (closed-ended, followed by open-ended, questions) and the control group received only open-ended questions. Individuals receiving the mixed survey responded with a lower response rate and fewer comments than those receiving only the open-ended questions. A thematic content analysis of responses revealed a practically significant difference between groups in respondents' perceptions of the organization's strengths. However, the reported weaknesses of the organization did not differ between groups.
Key Words: mixed methods • priming • survey instrument
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Journal of Mixed Methods Research, Vol. 2, No. 1,
87-105 (2008)
DOI: 10.1177/1558689807309968
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