Balmer's affinity audit (BAA) requires the researcher to gain wide access
within the organization in order to reveal the dominant systems of values and
beliefs. Researching the system of values and beliefs is achieved by referring to
the everyday language, ideologies, rituals and beliefs of personnel (Pettigrew
1979). As such, the researcher relies on a variety of methods of data collection,
i.e. semi-structured interviews, observation and an examination of
organizational documentation. In analysing the data the coding process
advocated by Glaser and Strauss (1967) is used. Figure 2 illustrates the basic
steps involved in the audit