How to Read a Case Study

J453: Fall 2016
Week 2, second session

Transcript

1. Case Study Analysis
2. Keys to Reading Critically • Read the case two or three times. Don’t read with intention, just read. • On 3rd or 4th reading, makes notes about salient issues. What stands out to you? • Establish the important criteria - internal, external, relevant values • Decide which principles, models or theories apply. • Outline your paper. • Write.
3. Keys to Thinking Critically • “Critical” is not a bad word • Don’t take anything for granted • Examine all assumptions, including your own • What is the evidence supporting each claim? • Are sources of information trustworthy? • What other actions are possible? • Remember—very few situations are black and white.
4. Measuring Success • Inputs • Outputs • Outcomes
5. Inputs • Time, Energy, Resources • Foundation for measuring outputs, outcomes and relationships
6. Inputs: Questions to Ask • What issues were at stake & were they addressed in the case? • Objectives & tactics based on solid research? • What kind of plan? • Quality of the plan? • Well targeted tactics? • Evaluation methods included?
7. Outputs Products & services Specific actions taken
8. Outputs: Questions to Ask • Messages clear & on strategy? • Any forces that inhibited delivery or understanding? • Satisfactory quality? • Resources managed wisely?
9. Inputs & Outputs Inputs & outputs help determine how the race was run, but not the results at the finish line.
10. Outcomes measure whether target audience groups actually received the messages directed at them... paid attention to them ... understood the messages... and retained those messages in any shape or form. They also measure whether the communications materials and messages that were disseminated have resulted in any opinion, attitude and/or behavior changes on the part of those targeted publics to whom the messages were directed. - Grunig & Hon
11. Swimming Lessons v.
    Knowing How to Swim
12. Outcomes: Questions to Ask • Did the objectives & tactics achieve the stated goals? • Were appropriate measures used to determine success? • Any unintended effects? • Affect on relationships with key stakeholders? • Future course of action suggested?
13. Written Report • Part 1: Introduction to company & situation • Part 2: Analysis of the case • Part 3: Recommendations