Essential Guide to Qualitative Methods in Organizational Research is an excellent resource for students and researchers in the areas of organization studies, management research and organizational psychology, bringing together in one volume the range of methods available for undertaking qualitative data collection and analysis.
The volume includes 30 chapters, each focusing on a specific technique. The chapters cover traditional research methods, analysis techniques, and interventions as well as the latest developments in the field. Each chapter reviews how the method has been used in organizational research, discusses the advantages and disadvantages of using the method, and presents a case study example of the method in use. A list of further reading is supplied for those requiring additional information about a given method.
The comprehensive and accessible nature of this collection will make it an essential and lasting handbook for researchers and students studying organizations.
Chapter 11: Pictorial Representation
Numbers, Words and Pictures
Long after the words from newspaper columns have faded, what remains in the minds of millions after 11 September 2001 are images of passenger aircraft crashing into concrete and steel, tiny figures plunging to their certain deaths and devastated firefighters wandering lost amid smoke and rubble. As well as possessing an aesthetic quality, pictures enable users to communicate rapidly and universally, to record and summarize ideas, and influence the perceptions and behaviour of actors (Kotler, 1986). Given the qualitative power that such images convey, why are academics unlike the overwhelming majority of people so reluctant to embrace the pictorial form as a means of understanding their worlds?
Subjectivity in interpretation is one explanation for this, as are extreme variations ...