In this paper we propose an innovative mixed methods research (MMR) technique and discuss its theory and applications. The visual replay methodology (VRM) is a new graphic way to investigate the discourse patterns during software-aided small-group discussions. A visually supported conversation is recorded through screen capturing and replayed to reconstruct how the discussion has unfolded. The VRM responds to the "integration challenge" that the MMR community is facing -by employing the power of visualization, data integration is leveraged to a new level, where visual synergy gains enable a "value added" research outcome. By employing multi-genre integration and a moderately pragmatic approach, the VRM reduces the researchersubject power-relation gap and contributes to some long-standing MMR debates regarding reflexivity and participation.
We introduce a method in which instant data visualization facilitates real-time data integration and involves participants in data interpretation. The results of quantitative research (e.g., electronic card sorting) are represented visually (e.g., in a dendrogram) and fed back to research participants in follow-up focus group conversations. The visualized quantitative results are reviewed and discussed by participants. The visual display of the quantitative results is annotated with qualitative feedback generated by participants that explains, enriches, or challenges the quantitative results. We apply our method in a card sorting study of Fédération Internationale de Football Association’s (FIFA) stakeholders. An approach that facilitates real-time data integration that is participant driven and visually supported is the unique contribution of this article to mixed methods research.
To date, the effectiveness of humor has not been analyzed appropriately in a crosscultural setting. Therefore, the paper examines whether the impact of humor type on perceived level of humor, attitude toward the ad, and attitude toward the brand depends on culture. An experiment with fictive print ads is conducted. 257 Russian and German respondents are surveyed. The results show that culture (in-group collectivism, performance orientation) moderates the relation between humor type (aggressive, nonsense) and perceived level of humor while the influence of perceived level of humor on attitudes toward the ad and the brand is culturally stable.
In this conceptual paper we develop Wanda Orlikowski's [1] idea of considering the distinguishing characteristics of physical scaffolds as a metaphor to offer insights into how knowledge in practice is materially scaffolded. We build on an interdisciplinary analogy between two connotations of the notion of "scaffolding": physical scaffolding from an architectural-engineering perspective and scaffolding of the "everyday knowing in practice" from a knowledge management perspective. Based on that, we classify visual structures for knowledge communication in teams into four types of scaffolds: grounded (corresponding i.e., to perspectives diagrams or dynamic facilitation diagrams), suspended (i.e., negotiation sketches), panel (i.e., roadmaps or timelines) and reinforcing (i.e., a visual domain glossary). The article concludes with a set of recommendations in the form of questions to ask whenever practitioners are making choices regarding which types of visual structures should be used for specific knowledge communication needs. Our recommendations aim at providing a framework at a broad-brush level to aid choosing a suitable visualization template depending on the type of knowledge management endeavor.
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