E. The “quality” movement in industry today emphasizes the importance of in-house
research. Although he disliked the term, W. Edwards Deming has been seen as the
founder of total quality management (TQM).
1. The heart of that process has been reliance on data-based analysis and teamwork
2. Total quality management with an emphasis on customer orientation, research,
and participation has been a significant movement in major companies, including
AT&T, Kodak, and many others.
VII. Knowledge as Truth
A. Models of rational planning are based on the assumption that planners are rational.
B. Data, however, may not be the only rational influence on decision makers, who may
be influenced by a myriad of other considerations, from budget to politics.
C. Underneath all information lie the beliefs and assumptions of those who collect and
analyze it.
1. The claim of fact or truth, then, is not a neutral claim but rather is a claim to a
kind of power, the power of knowledge.
2. This can include the power to define the situation and to say what is and is not
important.
VIII. Knowledge as Power
A. The power of knowledge may contribute to rational processes within organizations,
allowing promotion of or resistance to change based on empirical evidence.
B. That power may also be used in change strategies described as power-coercive
strategies.
C. Under these strategies, research is a source of coercive power.
IX. Knowledge as Understanding
A. Normative-re-educative strategies emphasize that:
1. understanding is a transactional process in which information is taken in,
2. the impetus for change comes not from the expert’s analysis but rather from
collaboration and experience-based learning
B. Action research is the term applied to normative-re-educative strategies based on the
collection and analysis of data.
C. Lewin stressed the need for strengthening the relationships between research, training
and action through collaborative relationships in organizations in which managers,
workers and researchers came together to understand the need for change.
D. Methods to support collaborative research efforts include:
2. the use of employee and client surveys
E. Involvement in research can enhance the meaningfulness and sense of ownership of