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Exploring Organizational Cultures through Virtual Survey Research
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Author(s): Eletra S. Gilchrist (The University of Alabama – Huntsville, USA)and Pavica Sheldon (The University of Alabama – Huntsville, USA)
Copyright: 2012
Pages: 16
Source title:
Virtual Work and Human Interaction Research
Source Author(s)/Editor(s): Shawn Long (University of North Carolina Charlotte, USA)
DOI: 10.4018/978-1-4666-0963-1.ch011
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Abstract
The survey is regarded as the most commonly used methodological tool in gathering information. There are many types of surveys, but this chapter discusses how to conduct and analyze quantitative and qualitative survey research in virtual environments via online or computer-administered surveys. Corporations are increasingly relying on virtual surveys to acquire knowledge about their employees’ morale, satisfaction, and productivity. Hence, this chapter is intended as a tutorial guide for exploring organizational cultures through virtual survey research. This chapter explains in detail how to design survey questionnaires, sample subjects, analyze data both quantitatively and qualitatively, and finally how to interpret survey results. Strengths and limitations associated with using virtual surveys are highlighted. The chapter also considers future directions for understanding employees’ needs through virtual survey research.
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