Abstract
This paper discusses methods of data collection when opinions of organization members are required for a study. The advantages and disadvantages of rigorously structured questionnaires and open-ended questions are examined. Methods to increase the reliability in the analysis of open-ended questions are suggested. An application from a Swedish newspaper company demonstrates how qualitative and quantitative methods can be combined in the analysis of unstructured information. The results point to , differences in orientation between different occupational groups in the company. In addition the results indicate that qualitative and quantitative methods provide similar results. Finally, the feedback of the results to interviewees has pointed to the usefulness of the method both for research and as a tool in organizational development.
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