Topic of Mixed Methods Research Article
Mixed methods research adopts both qualitative and quantitative methods in the collection and analysis of data. The aim of using both methodologies is to enhance the accuracy of the findings. The study analyzes the Covid-19 crisis communication on Twitter by Canadian government officials, public health, and politicians. The use of social media can be strategic during a crisis as many people can be targeted. Organizations have adopted social medial platforms as areas to disseminate crucial information to both workers and clients. During a health crisis, technology may become an essential tool for ensuring more people access credible information from verified sources. This essay will review the study and show how it can be used to provide solutions to the issue of ineffective communication during a crisis.
Type of Mixed Methods Research
The type of mixed methods research used in the study can be referred to as concurrent triangulation design. The approach involves collecting both qualitative and quantitative data at the same time. In the study, the researchers collected data from tweets posted by the Canadian government, politicians, and public health Twitter accounts. For the quantitative data, the researchers also included engagement metrics for each of the tweets. Another indicator of the mixed methods research design is the use of content analysis and statistical analysis. This indicates that the data collected from the selected Twitter accounts were analyzed using both qualitative and quantitative methods. The aim of using a mixed methods approach is that it allows researchers to develop highly accurate conclusions. The two sets of data can be compared to understand the relation between the variables. The researchers used the findings from the study to assess the use of guiding principles in communication during a crisis. The paper seeks to understand the communication challenges that rural first responders face and the potential solutions.
How the Research was Conducted
The paper adopts a mixed methods approach when collecting and analyzing the data. Both the qualitative and quantitative data were collected from tweets posted by 10 Canadian government, politicians, and public health Twitter accounts (MacKay et al., 2022). The researchers also used the engagement metrics for the quantitative data (MacKay et al., 2022). In the current era, most people access social media platforms for information and to be in touch with what is happening around them. The study assessed the tweets from people who are given the responsibility to communicate crucial information to citizens during a crisis. The researchers then analyzed the two sets of data using quantitative and qualitative analysis. Therefore, the study applied a mixed methods approach, which is considered highly accurate.
Conclusions from the Study
The study investigated the communication by Canadian government officials during the Covid-19 pandemic. The mixed methods approach resulted in the analysis of both qualitative and quantitative data. The findings show that the use of guiding principles during communication was low. The results also indicate that tweets associated with compassion, empathy, and conversational tone were more likely to have higher tweet engagement. The researchers also found that tweets that were based on a combination of guiding principles were associated with greater odds of having higher tweet engagement (MacKay et al., 2022). The authors note that based on the results, crisis actors have to adhere to relevant guiding principles when disseminating information during a crisis as it can help improve message engagement. This indicates that there needs to be more emphasis on teaching crisis communication.
The study shows that communication during a crisis is significant as it can result in faster response time, which can reduce the damage. The research indicates that using guiding principles can enhance engagement metrics. More engagement with users means that the message has been received and the resultant discussions further enhance the reach of the information. The main objective for government officials during a crisis is to create calmness through clear communication. This means that clarity is crucial for all entities involved in responding during a disaster. Therefore, the paper concludes that crisis communication should be based on relevant guiding principles to have the desired impacts.
Application of the Findings
The study has important findings that can be used to solve the issue of ineffective communication during a crisis. The paper introduces the idea of guiding principles being the basis for crisis communication. The principles assessed were a call to action, clarity, compassion and empathy, conversational tone, correction of misinformation, and transparency (MacKay et al., 2022). Organizations can adopt the principles that adhere to the objectives of the company. The use of these concepts can enhance communication as it can create significant engagements with employees. The interactions can help the management to create a positive culture that embraces new information and where decisions are made after significant deliberations.
The paper also shows how technology can be applied towards reaching a wider audience. Social media platforms have gained popularity in the current era and are earmarked to become more integral to communication in the future. Organizations can leverage the effectiveness of social media. This can be done by using the platforms to communicate information to employees and clients. The study shows that higher engagement metrics are essential to ensure that the message has the intended effect. Organizations are also expected to adhere to the guiding principles when sending messages to employees through social media platforms. Therefore, the research will be used to provide insight into ways technology can be used to enhance effective communication during a crisis.
Reference
MacKay, M., Cimino, A., Yousefinaghani, S., McWhirter, J. E., Dara, R., & Papadopoulos, A. (2022). Canadian COVID-19 crisis communication on Twitter: mixed methods research examining tweets from government, politicians, and public health for crisis communication guiding principles and tweet engagement. International Journal of Environmental Research and Public Health, 19(11), 6954. Web.