Methodology

Based on the research questions regarding management of internal communication, qualitative research is appropriate to uncover new and unexpected changes in this discipline. Personal interviews have previously been used to study the role of leadership during internal brand building, the role of internal communication in employee engagement, and internal marketing for a rebranding effort. Personal interviews are considered appropriate when the subject matter is highly confidential, when group pressure is likely to alter or discourage honesty, and when there is a need to probe attitudes, behaviors and motivations. In addition, qualitative research such as in-depth interviews is valued for the deeper level of detail it provides, and the ability for researchers to probe the reasons why participants give specific answers.