Crafting Effective Case Studies: Audience Engagement Strategies

BUSI830 Project6 1 School of Business, Liberty University Faizan Malik Multiple-Case Case Study Assignment By submitting this assignment, I attest this submission represents my own work, and not that of another student, scholar, or internet source. I understand I am responsible for knowing and correctly utilizing referencing and bibliographical guidelines. I have not submitted this work for any other class.

BUSI830 Project6 2 Abstract The evidence and audience of the research act as a foundation for building a case study that delivers the intended message of the researchers. When done correctly, with sufficient evidence that meets standards, and the case study is crafted in a manner that suits the intended audience, research can shape narratives that have a resounding impact. While tools such as visual materials exist to enhance case studies, researchers must be cognizant of concerns of overuse or bias that may hinder the impact of the research. Ultimately, researchers must navigate and balance their case studies and supporting evidence in a manner that allows for sufficient information while empowering the audience to engage, interpret, and draw their conclusions.

BUSI830 Project6 3

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BUSI830 Project6 4 Introduction In the context of case studies, the audience of the research carries as much significance as the findings. How a case study is designed, how data is collected, and how findings are presented must be tailored to the specific needs of the targeted audience. Researchers must understand their audience, from their areas of expertise to their knowledge of the phenomena of focus, and present their findings in a manner that is easily consumable. To enhance audience understanding of their findings, many researchers utilize visual and textual materials as a means of displaying evidence to support their message. However, instances of bias or evidence overuse may hinder an otherwise well-presented case study. The balance of providing sufficient but correct data, to a targeted audience, can ultimately dictate the validity of a case study and the potential impact in its respective field. Case Study Report Audience and Reporting Methodology As explained by Yin (2018), researchers must consider their target audience when formulating their research and presenting their findings, as the audience can influence the research question(s), the methodology, the level of detail, the tone, and the style of the report (Yin, 2018). Given the potential influence of an audience on a case study, researchers must design their studies to meet the needs of their target audience from inception to execution. Mattick et al. (2018) elaborate on this, in that researchers should determine who their target audience is, understand their needs and interests, their overall comprehension of the phenomena of focus, and what information they are seeking (Mattick et al., 2018). Although target audiences may vary, they often fall into one of the four categories: academic colleagues or fellow researchers and scholars interested in the case study's relationships with existing theory and research, policymakers or other professionals that seek practical implications of the case study

BUSI830 Project6 5 findings for real-world applications, special groups such as Thesis Committees that evaluate research, or funders that provide financial support (Yin, 2018). Once the target audience has been identified, researchers must then focus on understanding their needs and interests as these aid in tailoring their research to be both relevant and easily consumable. Downs (2018) explains that by understanding the needs and interests of their target audience, researchers can create case studies that are more relevant and informative, citing an example of case studies that could be tailored to the specific needs of different mental health practitioners, where a case study on a new treatment for depression could be tailored to psychiatrists and a case study on a new approach to therapy for anxiety could be tailored to psychologists (Downs, 2018). The overall comprehension of the phenomenon of focus by the target audience can also impact the composition of a case study, both in terms of format and tone. The format of a case study, either in terms of approach or structure, can also be tailored to the target audience to make research findings more accessible and comprehensible. Floreak (2020) guides researchers, noting the research format and tone should be appropriate for the target audience's level of understanding such as a case study written for a general audience requiring more background information and using simpler language, whereas a research report written for a more specialized audience may be able to assume a greater level of understanding and use more technical language (Floreak, 2020). Visual and Textual Materials of a Case Study Report Although research target audiences often dictate the format, approach, and tone of a case study, the use of visual and textual materials can be utilized to enhance the accessibility and informativeness of findings. Rose (2022) argues that visual materials can provide unique insights into the social world that cannot be obtained through other methods and provides an array of methodologies for presenting visual and textual materials within research including content

BUSI830 Project6 6 analysis (examining elements within visual materials such as depicted objects, individuals, and their relationships), discourse analysis (investigating how visual materials construct meaning), narrative analysis (centered on understanding how visual materials convey stories), and visual ethnography (utilizing visual materials to document and analyze individuals' everyday lives) (Rose, 2022). Yin (2018) notes that the selection of visual and textual materials in a case study should not only provide insights into the phenomena of focus but should also be tailored to align with the specific requirements and preferences of the research's intended audience, to ensure effective comprehension of the study's findings (Yin, 2018). As such, the type of visual and textual materials will vary based on the phenomena of focus, the researcher’s preferences, the type of study, and the intended audience. These types of visual and textual materials include charts, graphs, diagrams, maps, interview transcripts, field notes, and other artifacts (Hancock et al., 2021). By combining visual and textual materials in a single instance, such as a photograph with a textual quote from an interview, researchers can provide a more powerful impact on their audience by creating a multifaceted narrative with a compelling experience for the audience. Trombeta and Cox (2022) assert that the combination of visuals and text offers several benefits to researchers, such as fostering a deeper and more intricate comprehension of data, elevating the depth and intricacy of the findings, broadening accessibility and engagement for a diverse audience, and facilitating the development of more robust theoretical frameworks (Trombeta & Cox, 2022). However, visual and textual material are not without their limitations and should not be used as the sole source of evidence presentation within a case study. Rose (2021) highlights several key limitations of visual and textual materials including interpretability or the interpretation of the visuals, bias of the researchers, and ethical concerns such as consent of participants (Rose, 2021).

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BUSI830 Project6 7 Reporting Evidence: Striking the Balance Given the potential of visual and textual materials to enhance research findings and audience comprehension, researchers must ensure their case studies provide ample evidence that effectively delivers their intended message. Yin (2018) outlines the framework for providing sufficient evidence within a case study, which begins with providing only pertinent evidence or evidence that is directly relevant to the research questions or objectives and provides a comprehensive view of the subject under investigation (Yin, 2018). Researchers should then look to explain their findings by describing their methods in detail, being transparent about existing biases and assumptions, and discussing potential limitations of their study (Noble & Heale, 2019). Once data has been collected and outlying conditions addressed, researchers should then interpret their collected evidence but do so in a manner that allows the audience to form their conclusions. Researchers must also be wary to not overindulge in reporting evidence as doing so may overwhelm readers and make it difficult for them to draw their interpretations. Evidence should be presented in a manner that allows researchers to triangulate findings and draw their conclusions based on the purpose of the case study, the complexity, the reader's prior understanding of the phenomenon of focus, and the researcher’s expertise (Yin, 2018). One hallmark of effective evidence reporting is that evidence remains selected to ensure only the most pertinent information is being presented to the audience, which avoids overwhelming readers with a surplus of evidence that ultimately serves to make consuming the case study more enjoyable (Smith, 2018).To effectively report evidence in a balanced manner, Majid and Vanstone (2018) assert that researchers should present their findings clearly and concisely explain what the evidence is illustrating and how it supports their conclusion while also being transparent with details on how evidence was collected and analyzed (Majid & Vanstone, 2018).

BUSI830 Project6 8 By doing so, Majid and Vanstone (2018) continue, researchers provide their audience an opportunity to engage with the evidence and draw their conclusions, which can then be applied to their work or lives (Majid & Vanstone, 2018). Just as case studies require strong, selective evidence that backs the researcher’s finding without bias, God has decreed for us to not spread untrue information to commit injustice. Exodus 23:1 states, “You shall not spread a false report. You shall not join hands with a wicked man to be a malicious witness.” This scripture reminds us to avoid spreading lies or gossip, as this can be harmful to not only the individual but to society as a whole, and to not join those who do similar. This scriptural message resonates deeply with broader Christian teachings, exemplified by the ninth commandment, which commands us: "Thou shalt not bear false witness against thy neighbor." This commandment extends far beyond the boundaries of mere legal testimony; it reverberates throughout all aspects of life and compels us to uphold the ideals of truthfulness and honesty in our words and actions, fostering a culture of transparency and integrity. Similar to the commandment's call for personal integrity, researchers must maintain the highest standards of integrity when reporting their findings. Multiple-Case Case Study with Lean Six Sigma In a multiple-case case study evaluating how telehealth offerings enhance medical offerings and healthcare accessibility in a large hospital setting, researchers would begin by formulating their research questions and objectives. For this study, researchers will focus on the challenges and opportunities that exist for implementing telehealth services across the various departments of the hospital and what key factors contribute to the success or failure of telehealth implementation. In the design of the study, researchers can implement Lean Sigma Six (LSS) principles to not only collect data but also to present their findings to address any challenges or

BUSI830 Project6 9 limitations found in telehealth services offered by the hospital. As a part of their initial data collection and observation, researchers would implement value stream mapping (VSM) in which they assess the flow of patient care to identify any potential bottlenecks or waste. A study performed by Hallam and Contreas (2018) found that VSM can be used to improve a variety of healthcare processes, including patient flow and clinical processes, and can lead to a significant reduction in wait times, delays in care, unnecessary paperwork, and redundant tests (Hallam & Contreas, 2018). In the cross-case synthesis phase of their study, researchers would also utilize the DMAIC (Define, Measure, Analyze, Improve, Control) methodology which ensures that the study is focused on addressing the most important needs and can then be used to develop recommendations for improvement. In a study on the impact of telehealth clinical nurse leader (CNL) interventions on reduced hospitalizations, researchers utilized the DMAIC methodology in which they defined the specific problem of reducing rehospitalizations in rural home health patients, measured the number of rehospitalizations among rural home health patients before and after telehealth implementation, analyzed factors associated with rehospitalization, improved interventions based on their findings and recommendations, and controlled subsequent patient telehealth care through continuous monitoring (White, 2022). A similar approach would be utilized to understand the nuances between the various departments about their telehealth services, with each potentially having unique problems and areas of improvement. By utilizing LSS methods such as VSM and DMAIC, researchers can gain a deeper understanding of the telehealth process in each department and identify specific areas for improvement, which can be used to develop recommendations that can help the hospital improve the quality and efficiency of its services across the board.

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BUSI830 Project6 10 Conclusion Regardless of the audience, be it the general public or a more professional setting, researchers performing case studies must tailor their research to meet the requirements of their intended audience. From the design of the research, to how data is collected and presented, ensuring the case meets the needs of the audience not only creates a better understanding of the phenomena of focus but also allows readers to draw their conclusions. The use of visual and textual materials can serve to enhance the message for the intended audience, but when overdone, can impede the delivery of the researcher's intended message without concerns of bias. As such, the art of presenting evidence in case studies lies in the delicate balance between providing ample information and enabling the audience to engage, interpret, and derive insights of their own.

BUSI830 Project6 11 References Downs, H. (2018). Case Study. Making Research Relevant: Applied Research Designs for the Mental Health Practitioner , 64-80. Floreak, M. J. (2020). Designing for The Real World: Using Research to Turn a Target Audience” into Real People. In Reading Empirical Research Studies (pp. 158-174). Routledge. Hallam, C. R., & Contreras, C. (2018). Lean healthcare: scale, scope and sustainability. International journal of health care quality assurance , 31 (7), 684-696. Hancock, D. R., Algozzine, B., & Lim, J. H. (2021). Doing case study research: A practical guide for beginning researchers. Majid, U., & Vanstone, M. (2018). Appraising qualitative research for evidence syntheses: a compendium of quality appraisal tools. Qualitative health research , 28 (13), 2115-2131. Mattick, K., Johnston, J., & de la Croix, A. (2018). How to… write a good research question. The clinical teacher , 15 (2), 104-108. Noble, H., & Heale, R. (2019). Triangulation in research, with examples. Evidence-based nursing , 22 (3), 67-68. Rose, G. (2022). Visual methodologies: An introduction to researching with visual materials. Visual methodologies , 1-100. Smith, P. R. (2018). Collecting sufficient evidence when conducting a case study. The Qualitative Report , 23 (5), 1043-1048.

BUSI830 Project6 12 The Holy Bible, New International Version. (2011). Blue Letter Bible. https://www.blueletterbible.org/niv/index.cfm (Original work published 1973) Trombeta, G., & Cox, S. M. (2022). The textual-visual thematic analysis: A framework to analyze the conjunction and interaction of visual and textual data. The Qualitative Report , 27 (6), 1557-1574. White, B. (2022). Implementation of Telehealth Clinical Nurse leader interventions to reduce rehospitalizations in rural home health patients . University of New Hampshire Scholars’ Repository. https://scholars.unh.edu/scholarly_projects/64/ Yin, R. K. (2018). Case Study Research and Applications: Design and Methods, (6 th edition). Los Angeles, CA: Sage Publications, Inc. ISBN: 9781506336169.

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