Go back to Part Two of the text and, in conjunction with the data methods in Table 8.1 , list those illustrations and activities you think might be useful for the process of carrying out a diagnosis of the current state of your organization, or one with which you are familiar. On the basis of what you know about your place of work or one familiar to you, and if necessary in consultation with others, attempt to construct a rich picture. If this is not possible, imagine you are one of the sales staff at the Hardwater Mineral Water Company Ltd and use the account in Illustration 8.2 to construct a rich picture from their point of view.

Table 8.1

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Method Questionnaires Interviews Observations Unobtrusive measures Major advantages 1 Responses can be quantified and easily summarized 2 Easy to use with large samples 3 Relatively inexpensive 4 Can obtain a large volume of data 1 Adaptive - allow data collection on a range of possible subjects 2 Source of 'rich' data 3 Empathic 4 Process of interviewing can build rapport 1 Collect data on behaviour, rather than reports of behaviour 2 Real time, not retrospective 3 Adaptive 1 Non-reactive - no response bias 2 High face validity 3 Easily quantified Potential problems 1 No empathy 2 Predetermined questions/ missing issues 3 Over-interpretation of data 4 Response bias 1 Expense 2 Bias in interviewer responses 3 Coding and interpretation difficulties 4 Self-report bias 1 Coding and interpretation difficulties 2 Sampling inconsistencies 3 Observer bias and questionable reliability 4 Expense 1 Access and retrieval difficulties 2 Validity concerns 3 Coding and interpretation difficulties