Organization Development and Change

Chapter Six:
Collecting and Analyzing and
Feeding Back
Diagnostic Information
Thomas G. Cummings
Christopher G. Worley
 Learning Objectives
for Chapter Seven
• To understand the importance of diagnostic
relationships in the OD process
• To describe the methods for diagnosing and collecting
data
• To understand and utilize techniques for analyzing
data
• To describe the desired characteristics of feedback
content and process
7-2
 Data Collection - Feedback Cycle

Core Activities

Planning to Collecting Analyzing Feeding Following

Collect Data Data Data Back Data Up

Cummings & Worley, 8e 7-3

(c)2005 Thomson/South-Western
 The Diagnostic Relationship
• Who is the OD Practitioner?
• Why is the practitioner here?
• Who does the practitioner work for?
• What does the practitioner want and why?
• How will my confidentiality be protected?
• Who will have access to the data?
• What’s in it for me?
• Can the practitioner be trusted?
7-4
 Questionnaires
• Major Advantages
– Responses can be quantified and summarized
– Large samples and large quantities of data
– Relatively inexpensive
• Major Potential Problems
– Little opportunity for empathy with subjects
– Predetermined questions -- no chance to change
– Overinterpretation of data possible
– Response biases possible
7-5
 Interviews
• Major Advantages
– Adaptive -- allows customization
– Source of “rich” data
– Empathic
– Process builds rapport with subjects
• Major Potential Problems
– Relatively expensive
– Bias in interviewer responses
– Coding and interpretation can be difficult
– Self-report bias possible
7-6
 Observations
• Major Advantages
– Collects data on actual behavior, rather than
reports of behavior
– Real time, not retrospective
– Adaptive
• Major Potential Problems
– Coding and interpretation difficulties
– Sampling inconsistencies
– Observer bias and questionable reliability
– Can be expensive
7-7
7-8
 Unobtrusive Measures
(Secondary data)
• Major Advantages
– Non-reactive, no response bias
– High face validity
– Easily quantified
• Major Potential Problems
– Access and retrieval difficulties
– Validity concerns
– Coding and interpretation difficulties

7-9
 Sampling
• Population vs. Sample
• Importance of Sample Size
• Process of Sampling
• Types of Sampling
– Random
– Convenience

7-10
 Analysis Techniques
• Qualitative Tools
– Content Analysis (Meaningful themes)
– Force-field Analysis
• Quantitative Tools
– Descriptive Statistics (Mean, Standard
Deviation and Frequency Distributions)
– Measures of Association (e.g., scattergrams,
correlation)
– Difference Tests 7-11
Force-Field Analysis of Work Group Performance
Forces for Change Forces for Status Quo

New technology Group performance norms

Desired Performance
Current Performance
Better raw materials Fear of change

Competition from other groups Member complacency

Supervisor pressures Well-learned skills

7-12
 Possible Effects of Feedback
Feedback occurs

No NO Is the energy created

Change by the feedback?
YES Energy to use
What is the direction data to identify
Energy
of the feedback? and
to deny or
solve problems
fight data
Do structures and
Failure, NO processes turn
frustration, energy
Anxiety,
no change into action?
resistance, YES
no change
Change
8-13
 Determining the
Content of Feedback
• Relevant • Limited
• Understandable • Significant
• Descriptive • Comparative
• Verifiable • Unfinalized
• Timely

8-14
 Effective Feedback Meetings
• People are motivated to work with the data
• The meeting is appropriately structured
• The right people are in attendance
– knowledge
– power and influence
– interest
• The meeting is facilitated
8-15
 Survey Feedback Process
• Members involved in designing the survey
• The survey is administered to the
organization
• The data is analyzed and summarized
• The data is presented to the stakeholders
• The stakeholders work with the data to
solve problems or achieve vision
8-16
 Limitations and Risks of
Survey Feedback
• Ambiguity of Purpose of Survey
• Distrust in the Organization
• Unacceptable Topics
• Organizational Disturbances

8-17