Communication Audits

1

2
Communication Audits

• Chapter 6
• Phase 4 The International Communication
  Association Survey

3
ICA Survey

• Information Received
• Sending Information to Others
• Follow-Up on Information Sent
• Sources of Information
• Timeliness of Information
• Organizational Communication Relationships
• Organizational Outcomes
• Channels of Communication

4
ICA Survey

• Analysis and Interpretation
• Frequency counts and means
• Difference scores
• Comparisons

5
ICA Survey

• Advantages of the ICA Survey
• Well tested
• Adaptable
• Reliability and Validity
• Data bank is available

6
ICA Survey

• Vulnerabilities of the ICA Survey
• Length and complexity
• Ambiguous terms
• The problem with questions is not that the
  analysts cannot generate possible
  interpretations, but rather that these
  interpretations may not be faithful to the
  meanings intended by respondents.

7
ICA Survey

• Vulnerabilities of the ICA Survey
• Every respondent, on every difference question
  pair except one (information grapevine), always
  indicated they needed more information than they
  received. Thus the scale may be more of a
  curiosity index than an information-needs
  inventory.

8
ICA Survey

• Vulnerabilities of the ICA Survey
• The ICA Survey is basically a self-report,
  perception-based instrument.
• Discovery of perceptions is important, though.
• Survey is rarely used alone.
• Stills leaves out significant areas
• Networks
• Structure

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Communication Audits

• Chapter 6
• Phase 4 The International Communication
  Association Survey
• END