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Case studies prove valuable in a course for several reasons. First, cases provide you with experience of organizational problems that you probably have not had the opportunity to experience firsthand. In a relatively short period of time, you will have the chance to appreciate and analyze the problems faced by many different companies and to understand how managers tried to deal with them. Second, it illustrates what you have learned. The meaning and implication of this information are made clearer when they are applied. The theory and concepts help reveal what is going on in the companies studied and allow you to evaluate the solutions that specify companies adopted to deal with their problems. Consequently, when you analyze the issue, you will be like a detective who, with a set of conceptual tools, probes what happened and what or who was responsible and then marshals the evidence that provides the solution. Top managers enjoy the thrill of testing their problem-solving abilities in the real world. It is important to remember, after all, that no one knows what the right answer is. All that managers can do is to make the best guess. In fact, managers say repeatedly that they are happy if they are right only half the time in solving strategic problems. Management is an uncertain game, and using cases to see how theory can be put into practice is one way of improving your skills of diagnostic investigation. Third, it provides you with the opportunity to participate in class and to gain experience in presenting your ideas to others. Instructors may sometimes ask to identify what is going on in cases and through classroom discussion the issues in and solutions to the problem will reveal themselves. In such a situation, you will have to organize your views and conclusions so that you can present them. Others may have analyzed the issues differently from you, and they will want you to argue your points before they will accept your conclusions; so be prepared for debate. This is how decisions are made in the actual business world. Instructors also may assign an individual, but more commonly a group, to analyze the write up. The individual or group probably will be responsible for a thirty- to forty-minute presentation of the write up to the class. That presentation must cover the issues involved, the problems facing the company, and a series of recommendations for resolving the problems. The discussion then will be thrown open to the class, and you will have to defend your ideas. Through such discussions and presentations, you will experience how to convey your ideas effectively to others. Remember that a great deal of managers' time is spent in these kinds of situations, presenting their ideas and engaging in discussion with other managers, who have their own views about what is going on. Thus, you will experience the actual process of what goes on in a business setting, and this will serve you well in your future career. If you work in groups to analyze write ups, you also will learn about the group process involved in working as a team. When people work in groups, it is often difficult to schedule time and allocate responsibility for the analysis. There are always group members who shirk their responsibilities and group members who are so sure of their own ideas that they try to dominate the group's analysis. Most business negotiations take place in groups, however, and it is best if you learn about these problems now. Following this framework will provide a good structure for most written reports, though obviously it must be shaped to fit the individual issue being considered. Some write ups are about excellent companies experiencing no problems. In such instances, it is hard to write recommendations. Instead, you can focus on analyzing why the company is doing so well, using that analysis to structure the discussion.
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Ask the same or similar questions of all subjects involved to ensure that you get different perspectives on a similar subject or service. When you ask a question that doesn't let someone answer with a "yes" or a "no" you usually get more information. What you are trying to do is get the person to tell you whatever it is that he or she knows and thinks --even though you don't always know just what that is going to be before you ask the question. Keep your questions open-ended. Request data and materials from subjects as applicable to add credibility to your findings and future presentations of your write up. Clients can provide statistics about usage of a new tool or product and participants can provide photos and quotes that show evidence of findings that may support the case. Collect and analyze all applicable data, including documents, archival records, observations and artifacts. Organize all of your data in the same place to ensure easy access to information and materials while writing. You can't include it all. So, you need to think about how to sort through it, take out the excess, and arrange it so that the situation at the case site will be understandable to your readers. Before you can do this, you have to put all the information together where you can see it and analyze what is going on. Formulate the problem in one or two sentences. As you go through your data, think about how you can put what you've found into a thesis-like statement. What patterns have your subjects brought to light? This will allow you to concentrate on what material is the most important. You're bound to receive information from participants that should be included, but solely on the periphery. Organize your material to mirror this. Develop and write using the data collected throughout the research, interviewing and analysis processes. Include at least four sections in your write up: an introduction, background information explaining why it was created, presentation of findings and a conclusion which clearly presents all of the data and references. The introduction should very clearly set the stage. In a detective story, the crime happens right at the beginning and the detective has to put together the information to solve it for the rest of the story. In a case, you can start by raising a question. You could quote someone you interviewed. Make sure to include background information on your study site, why your interviewees are a good sample, and what makes your problem pressing to give your audience a panoramic view of the issue. After you have clearly stated the problem at hand, of course. Include photos or a video if it would benefit your work to be persuasive and personalized. After the reader has all the knowledge needed to understand the problem, present your data. 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Add references and appendices (if any). Just like you would in any other paper, reference your sources. That's why you got credible ones in the first place. And if you have any information that relates to the study but would have interrupted the flow of the body, include it now. You may have terms that would be hard for other cultures to understand. If this is the case, include it in the appendix or in a Note for the Instructor. Make additions and deletions. As your work is forming, you'll notice that it may morph into an object you didn't otherwise expect. If it does so, make additions and deletions as needed. You may find that information you once thought pertinent is no longer. Or vice versa. Go over your study section by section, but also as a whole. Each data point needs to fit into both its place and the entirety of the work. If you can't find an appropriate place for something, stick it in the appendix. Edit and proofread your work. Now that your paper is formulated, look for minute revisions. As always, correct any grammar, spelling and punctuation errors, but also keep an eye out for flow and transition. Is everything placed and worded as efficiently as possible? Have someone else proofread, too. Your mind may have become oblivious to the errors it has seen 100 times. Another set of eyes may also notice content that has been left open-ended or is otherwise confusing. If you are developing many cases for the same purpose using the same general subjects, use a uniform pattern and/or design. Be sure to ask open-ended questions while conducting interviews to foster a discussion. Ask for permission to contact participants as you develop the write up. You may discover that you need additional information as you analyze all data. Ask participants for permission to use their names and information as sources and protect their anonymity if they choose not to disclose their participation.
To state further, cases usually are written in the past tense. The tone should be quite logical; in some settings, it also should be cool and distance, whereas in others a tone of warmth is allowed or even encouraged. Therefore, even if they are informal observations, they should not include mere opinion (unless it is a thoroughly documented argument). Rather, they are documents that must meet several important standards. First, they must be logical: that don't use supposition or guesswork but rather careful logic in making observations. For this reason, they must only report what is observed, not the assumptions that might flow from it: for example, one should write, "The client was observed entering the hospital, stumbling, and holding a vodka bottle upside down with both hands cradling it to his chest"; one should not write, "Client was observed walking drunk." Do not write conclusions (except formal ones in a formal paper, based on careful diagnosis); rather, write the facts. A second important standard is that a document must be inclusive. This means that you should not observe just what is convenient or what you first see. Rather, you must observe as a scientist does, looking for and including any kind of detail that might apply. For example, if you wrote the above observation example, "The client was observed entering the hospital, stumbling, and holding a vodka bottle upside down with both hands cradling it to his chest," you should add anything else at all that might be relevant, especially anything possibly contradictory, such as "Patient was wearing a well pressed, unwrinkled and clean suit and had a bloody gash on his head, with blood slowly dripping into one eye. He was blinking his eyes rapidly and was accompanied by a woman following behind him, who said she was his wife." Include as many relevant facts, even those that may not seem relevant at that point in time. A third important standard is to be thorough. Do not simply write what you happen to see. Learn to look harder. Learn to use a variety of senses--sight, sound, touch, taste, and smell--and a variety of ways of finding out more information when it is appropriate. The more information you can find, the more likely your understanding of the problem or situation is likely to be accurate. Act like a thorough professional, not a quick, judgmental amateur.
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