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“A Student Analysis of Channel Choice among Business Practitioners”
Albuquerque, New Mexico
Thomas L. Fernandez, Ph.D.
The University of Texas at Tyler
Roger N. Conaway, Ph.D.
The University of Texas at Tyler
October 22, 2003October 22, 2003 22
Objectives
To briefly address the dynamic nature of channel choice within organizations
To present the results of a student survey among business practitioners
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Rational Choice Theory
Posits that individuals match inherent objective characteristics of media with objective characteristics of task
Individuals make rational choices based on easy of use, perceived benefits, social presence of medium, information richness
Minsky and Marin, JBC,
1999
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Social Influence Theory
Choice of media a function of individual perceptions, not just matching task and media
Choice influenced by social relationships, organizational structures, local norms E.g., behavior of co-workers influences choice
Choice also influenced by personal traits, inclinations, demographic factors
Minsky and Marin, JBC, 1999
October 22, 2003October 22, 2003 55
Survey Assignment
Given to students enrolled in junior-level business communication course
Required assignment (students interviewed executives, managers, or other business practitioners)
Prepared memorandum required based on interview
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Ranked Skill as No. 1in Terms of Importance
(and means N=107)
Listening 75% (mean = 1.4)
Speaking 11% (mean = 2.3)
Reading 10% (mean = 3.0)
Writing 4% (mean = 3.3)
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Types of Communication Activities
Larry Barker, et al., Journal of
Applied Communication Research, 1981
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Importance of Grammarin Business Communication
N=107
Unimportant
0 %
Somewhat Important
12%
Very Important
38%
Absolutely Essential
50%
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Mode of CommunicationUsed Most Often
17%
Telephone
23%
Memoranda
1%
Letters
1%
Direct Personal Conversation
58%
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Conclusions
