Design Research Methods & Contexts
Patricia Aguilera. Master of Design. Auckland University of Technology. 2010.
“A Quest for Branding” is a complex project that integrates theory related to business management and new technologies of communication to develop innovative branding strategies for small and medium enterprises (SMEs) in the Web 2.0 context. That is why designing this project requires a methodological approach that allows planning, organizing, and integrating multiple research methods into a logical and practical scheme. The nature of this project requires a qualitative research, which helps to understand the essence of the elements that create brand value, in order to develop a useful tool to design branding strategies for SMEs. Furthermore, this project has a functional component because it seeks to structure a branding consultancy that offers this service. The methodology suggests a systemic approach that includes the use of Process Mapping and Organizational Cybernetics as core methods that assist to accomplish both outcomes of this project. These methods are supported by other research and design methods such as literature review, benchmarking, assessment criteria, graphic visualization, and prototyping. The results of the project are presented in a website that showcases a professional branding consultancy. Additionally, electronic survey and assessment criteria are two methods suggested to evaluate the results. In short, the project has been divided into five stages: data collection, analysis and interpretation, synthesis, presentation, and evaluation; and every stage, with its respective outcomes, is related to one or several papers of the Master of Design programme.
Key words: SMEs, branding strategies, Web 2.0, qualitative research, methodology, research methods, design methods, Process Mapping, Organizational Cybernetics.
INTRODUCTION
NAVIGATIONAL TOOLS
“Every discourse, even a poetic or oracular sentence, carries with it a system of rules
for producing analogous things and thus an outline of methodology”.
- Jacques Derrida
NAVIGATIONAL TOOLS are a set of artifacts that travelers use to help them identify their position when navigating the seas. Each tool has its own particularities and is used under specific situations. Similarly, researchers use different methods to conduct their investigation projects, and the way they select them depends on what they need to study.
STRUCTURING those tools in a logical and useful way represents a key element of every project. Here is where methodology takes place, because it helps researchers organize the whole process they need to follow to achieve their specific goals. In order to do so, it is important to clearly identify what the expected outcomes are, because these will lead the whole methodology strategy. Likewise, understanding the nature of each method and how to apply it is an essential step before creating the research design.
THIS ESSAY analyzes thoroughly the best way to approach methodologically the creation of a new branding consultancy that helps to innovate SMEs and make them competitive in international global markets by using Web 2.0 applications, social networks, and the Internet’s new technologies. This project has been called: “A quest for branding: Exploring the art of consultancy for small and medium enterprises in a Web 2.0 context”.
THERE ARE two important tasks to accomplish; the first one is to structure a new organization that describes, using a systemic approach, all areas of this new branding consultancy and their interrelationships. The second task depicts the process this branding consultancy uses in order to develop and design effective, innovative, and state-of-the-art strategies for SMEs. This process will eventually represent the offerings and services of the branding consultancy.
THE RESEARCH project design is described in detail in each of the four chapters of this essay. The first chapter analyzes the nature of the project, its outcomes, and the way to approach them. The second chapter refers succinctly to a literature review of the theories and concepts that establish the framework of this project. The third chapter is a brief introduction to the definition of methodology and allows developing the methodological strategy for the project by determining the stages of the research process and the expected outcomes of every stage. And finally, chapter four presents critical issues and other aspects that are important to take into account for this research project.
THE IDEAS, processes, and strategies developed here will help to structure and plan the best way to approach the research project “A quest for branding”. Furthermore, this methodological approach integrates the five papers of the Master of Design program into its structure.
CHAPTER ONE
DESIGN PROJECT
“A QUEST FOR BRANDING” is a multifaceted research project that combines personal and professional objectives. On one hand, this project represents a personal journey to reposition my career from a graphic designer to an insightful, technology-aware branding strategist. On the other hand, it seeks to explore the art of consultancy for small and medium enterprises (SMEs) in the Web 2.0 context. At the same time, this project provides knowledge about designing a unique tool to create branding strategies for SMEs by integrating design thinking into their organization, processes, value chain, services, products, and communication. These branding strategies promote the use of Web 2.0 and its new technologies to create interactive conversations with customers. Due to the fact that “A quest for branding” is a complex project that combines many elements, it is important to design carefully a methodological approach that complies with all these expectations.
ACCORDING TO Maxwell (2005), designing a qualitative research project is a process that goes “back and forth between the different components of the design…goals, theories, research questions, methods and validity…It does not begin from a predetermined starting point or proceed through a fixed sequence of steps, but involves interconnection and interaction among the different design components” (p. 3). Nevertheless, determining what problems the researcher seeks to analyze is a good starting point; this is, in other words, to identify a clear research question that helps to begin with this dynamic process. Consequently, “A quest for branding” captures the essence of its complexity by formulating the following research question: How to create brand value for SMEs in the Web 2.0 context through the use of design thinking strategies?
THERE ARE two main expected outcomes of this project. The first one is to structure a branding consultancy by establishing the guidelines to create, organize, and visualize a branding consultancy. The second one is to develop a procedure (unique to this consultancy) to create branding strategies and brand value for SMEs in the context of Web 2.0 and its new technologies. The study and development of these two outcomes will provide for valuable insights to advance my professional career and be closer to become a branding strategist.
DEVELOPING a useful tool to help SMEs to create brand value in competitive markets is of great importance because of SMEs’ contribution to the social development and economic growth of many countries. Increasing SMEs’ opportunities to improve their economical conditions by adding value to their products and services will help countries to create wealth, social and economical stability, job sources, innovation in their industries, and foster countries’ competitiveness. A branding consultancy oriented to understand SMEs’ needs and contexts, as well as customer’s demands, and the use of new technologies can provide significant solutions to SMEs’ challenges and help them to innovate in their categories. In doing so, SMEs can create valuable offerings for their customers and at the same time increase their revenues (European Commission, 2003).
THIS BRANDING CONSULTANCY exists in the Internet by the use of new technologies and social media, and represents a model of SME that will help me to apply all knowledge acquired during the Master of Design program. At the same time, it represents a personal project that may take place in future stages of my professional life.
CHAPTER TWO
THEORETICAL FRAMEWORK
THE THEORETICAL framework has been established through a literature review process that identifies the key elements of the research and main authors that offer theories and clear definitions for the following main topics: small and medium enterprises, branding strategies, Web 2.0 and its new technologies. As the research digs deeper into these topics, it finds interactions between these elements and some other correlated terms. Some of them are briefly exposed here to offer the reader a better understanding of the terminology used for this research project. Additionally, a succinct description of the project’s context is provided to offer a general overview of how these elements coexist together.
NOWADAYS, the business panorama has changed dramatically. The Internet and its new technologies have allowed creating new and different ways to do business. At the same time, the economy has changed its demands and transformed them into personal expectations to fulfill dreams, desires of self-realization, and the participation in significant experiences (Pine & Gilmore, 1999; Jensen, 1999). SMEs, now, have more opportunities to compete against large organizations in global markets (Jensen, 1999); nevertheless, they find more challenges to access these markets and supply their high demands. Creating smart brand differentiation and value strategies through good design and the understanding of their customers, allows companies to establish emotional bonds that offer their customers more meaningful experiences (Gobé, 2001). In order to do so, it is important that these companies develop strong connections and create conversations through the use of Web 2.0 technologies. Such technologies are interactive in nature and permit to know customers individually. (Kania, 2001; Funk, 2009). Considering that SMEs are small in size, it is an easier task to do for them than for large organizations (Berthon, Ewing, and Napoli, 2008, p. 28).
ALTHOUGH SMEs are of significant importance for countries’ economies, there does not exist an international concept that standardizes its study. Since every country regulates its own SMEs, this definition changes from one country to another. Therefore, SMEs cannot be compared directly because they display different characteristics in different countries. For example, the European Union has standardized its definition. It describes SMEs using quantitative criteria such as: companies that have fewer than 250 employees, do not exceed an annual turn over of 50 million Euros, and an annual balance sheet of 43 million Euros (European Commission, 2003). In contrast, New Zealand lacks of an official definition, and the term depends on the source consulted; however, it uses mainly qualitative criteria to define SMEs. This definition considers that SMEs are: personally owned and managed businesses that do not belong to a large business or group of companies with access to managerial expertise (Ministry of Economic Development in New Zealand, 2009). Whereas in The United States’ SMEs are relatively small, from 100 to 500 employees; in China SMEs have from 300 to 2,000 employees (United States Small Business Administration (SBA), n.d.; Indian Institute of Foreign Trade, n.d.). This comparison shows that the definition of SME, in a way, encompasses individual countries’ economies, populations, as well as social and cultural contexts (Ministry of Economic Development, 2009). This research project will use the Ministry of Economic Development in New Zealand’s definition of SME since it is a qualitative concept that describes the conditions this study is focused on.
WHEN STUDYING branding strategies, this research project will integrate two theories about creating brand value. The first one states that creating brand equity provides value to the customers because affects customer’s confidence in the purchase decision and enhances customer satisfaction. At the same time, it provides value to the firm by positioning them as trustworthy companies (Aaker, 1991). The second approach states that brands have to involve sensorial, perceptive, associative, and emotional elements that “unlock its potential to communicate beyond its current message” (Gobé, 2001, p. 279). Both perspectives will be combined at the moment of developing the branding design criteria for the branding consultancy.
WEB 2.0 and its new technologies will be seen as interactive means to create conversations and get in close contact with customers by using different social media applications. According to Funk (2009) web 2.0 “is a social transformation that has put more interactivity and control of content into the hands of regular users, not just big site owners” (p. xv). Shuen (2008) adds to this definition that web 2.0 “is not about the underlying technology, but about the new ways that it enables large numbers of people to come together to work, share, and build. The network effects…are at the heart of Web 2.0 business opportunities” (p. xviii). In other words, both definitions explain that new technologies are channels to connect with people, and create new opportunities for companies to do business in ways that allow a dynamic exchange of information with customers. This benefits SMEs because the investment in the incorporation of social network and electronic channels of communications is affordable, at the same time, they discover and use innovative ways to foster their businesses and improve their offerings by listening to people’s opinions. \PEOPLE and demographic profiles represent one of the main elements to integrate into this project, because most of the innovation strategies that this research project tries to develop are focused on finding the best ways to connect SMEs to real people: their customers. Only by understanding, listening, and caring for customers, can SMEs improve their offerings, innovate their business models, and find inspiration to propose and create new products and services that solve people’s problems and adjust to their lifestyles.
LITTLE RESEARCH has been done about SMEs’ brand management and the inclusion of social media in their business activities. Berthon, Ewing, and Napoli (2008) identify a gap in information when they suggest that most of the marketing literature consider previous managerial expertise, reorientation of the decision-making process, and the pursuit of multiple results. This profile is more accurate when describing large organizations’ (LOs), but may not work favorably for SMEs. At the same time, research into the branding industry has focused on studying “large multinational brands”, for example Interbrand’s “Top 100” brands (Berthon, Ewing, and Napoli, 2008, p. 28).
MOST RESEARCH has been oriented to help SMEs to develop management skills, decision-making processes, and marketing activities. Nevertheless, this information not necessary includes designing brand-led businesses that are customer oriented and technology-aware. This project is oriented to understand SMEs’ characteristics and create tools that assist them to develop strategies that: integrate design thinking into their chain of value, create brand value, connect emotionally with customers by using new technologies, and set up conversations through social media. The contribution of this research project is to design a branding consultancy that is capable of integrating all these elements into a useful process and service for SMEs.
CHAPTER THREE
RESEARCH METHODOLOGY
THE METHODOLOGY, of a research project, helps to structure the processes of collecting, organizing, analyzing, and synthesizing information. It is important to understand that methodology is a different concept from method. Jackson (2003) defines methodology as “a higher order term that refers to the logical principles that must govern the use of methods in order that the philosophy/theory embraced by the approach is properly respected and appropriately put into practice” (p. 43). It is important to establish the methodology in the early stages of the project for it will guide the researcher, during the process, to achieve the results of the investigation.
METHODS, on the other hand, help to conduct the study and are approaches or techniques that assist the researcher to collect and analyze the required data (Maxwell, 2005, p.4). Moreover, methods “are concerned with achieving more specific procedural outcomes, are detachable and can be used in the service of other systems approaches with varying degrees of success or failure” (Jackson, 2003, p. 43). The correct selection of the research approach and research methods will depend on the specific characteristics of each project, and should respond to its demands. “The methods you use must enable you to answer your research questions, and also to deal with plausible validity threats to these answers” (Maxwell, 2005, p.5). However, it is possible that the selection of methods may vary as the project develops and finds new or different issues to cope with.
THE RESEARCH PROJECT “A quest for branding: Exploring the art of consultancy for small and medium enterprises (SME) in the web 2.0 context” focuses on understanding the aspects that create brand value for companies in the Web 2.0. Therefore, the most effective approach is a qualitative research that allows describing an ideal profile of a branding consultancy and helps developing a sequential process to design branding strategies for SMEs in the web. A qualitative research, according to Stake (1995) “tries to establish an empathetic understanding for the reader, through the description, sometimes thick description, conveying to the reader what experience itself would convey” (p.37). It also seeks the “understanding of the complex interrelationships among all that exists” (Stake, 1995, p. 37).
THE FUNCTIONAL nature of the project suggests that the most suitable qualitative research strategy for this study is a systemic approach; because it will describe the several components of a system, and a process, as well as its interrelationships. A systemic approach offers a useful tool to “handle complexity, change, and diversity” and is usually used especially in management contexts where important and difficult decisions have to be made. Considering that the project “A quest for branding” has a strong influence of the business practice, system thinking is suitable to provide solutions to the different issues the project will be dealing with. Consequently, the two core methods of the project reflect a deep sense of systemic structure; they are Organizational Cybernetics and Process Mapping. Both of these methods will be discussed in relationship to the whole project.
THE DESIGN of the research project integrates different methods (research and design methods) that when working together, will provide not only the necessary inputs, but also will help to develop the expected outcomes. The structure of the research project and the methods used are described below.
THE RESEARCH PROJECT has been organized into logical stages that describe the steps of the research process and the methods used in each stage. This is to present the structure of the project and what each process seeks to achieve. Each method outlines a description of its purpose in the research process, and every stage is related to the Master of Design papers. The following chart summarizes the five stages of the project.
[map here]
THE FIRST STAGE represents a data collection phase, which includes:
Literature review: allows collecting information from sources such as books, research articles, and websites. The literature review has two objectives: The first one is to help understand the main theory of the project: small and medium enterprises, branding strategies, web 2.0 and its new interactive technologies. Other topics associated with the main theory of this research project involve: customer demographics, social networks, innovation, design trends, sustainability, business strategy, e-business models, and design thinking. The study of this literature review, the definition of these terms, as well as their interactions determine the theoretical framework of the research project. The second objective is to identify branding strategy design methods that already exist in order to inform the creation of a process to design brand value and strategies for SMEs.
Benchmarking: is a marketing research method that tries to establish a “performance comparison”. “The most typical form takes place versus competitors or within specific industries” (Interbrand, 2007, p.13). This method will be used to provide an idea of the branding consultancy industry, competition, demand, services, and market. This information will be collected from competitors websites, blogs, and social media.
[SYSTEM here]
Diagram 1. This diagram shows a systemic integration of the literature review topics and relationships between its different elements.
THE SECOND STAGE constitutes the analysis and interpretation phase.
Theory application: seeks to apply the knowledge learned in a previous stage to the design and creation of business, branding, and sustainable strategies for the branding consultancy. A second step in this process is to find the way to adapt and apply theses strategies to the service offered to SMEs.
Graphic visualization: is a pictorial representation that helps to understand complex information using charts, flow diagrams, and pictures. This will be used to represent visually the strategies proposed for the branding consultancy.
Assessment criteria: is a design method that helps to “score individual ideas against common criteria in order to select [the most suitable] idea [or design criteria].” (Design council, n.d.). In this stage, this method is particularly useful to establish the parameters that the project must meet in order to fulfill certain characteristics determined by an “ideal profile” of a branding consultancy.
Branding processes review: is an informal method, the purpose of which is to analyze and evaluate a collection of different branding design processes that were identified in the literature review stage. This method seeks to recognize and select the most suitable steps or processes to create branding strategies and brand value.
THE THIRD STAGE represents the core of the research project design because synthesizes all information collected and analyzed. This stage generates the main elements of the project, and consists of:
Organizational cybernetics: a system that helps to structure complex organizations in an effective way. This system decentralizes decision-making processes by creating autonomous subsystems that deal with specific information. Organizational cybernetics is applied through a Viable System Model (VSM) that allows the system to adapt and survive in changing environments. This method not only helps to plan new organizations, but also helps to diagnostic problems in existing organizations. It will be applied mainly to create the structure of a new branding consultancy.
Process mapping: is a systemic approach that describes all the important steps in a business process by using workflow diagrams to visualize the structure of the system. It is a structured, analytical, and communication management tool that helps to understand, engineer, and articulate the processes of a company. At the same time, it is an effective resource to develop production and service strategies (Hunt, 1996). This method will be used to create a unique “branding design process” for the consultancy.
Branding processes review: in this stage, this method will be used to adapt and select the most suitable processes (or part of them) and feed the process mapping system with inputs from other methods in order to develop a unique method to design brand value that adjusts to SMEs needs and characteristics.
THE FOURTH STAGE presents the results of the research project into a tangible outcome such as a website that showcases the branding consultancy and its branding design processes. Two main methods will be used in this stage.
Graphic visualization: uses flow diagrams and charts to represent visually the structure of the branding consultancy and the process it will follow to create brand value for SMEs. Such processes will constitute the service design that this consultancy will be offering.
Prototyping: the purpose of this process is to create a prototype website for the branding consultancy and propose the graphic design of its visual identity. The outcome will be presented in a CD-ROM with the design of the website created using Adobe Flash CS4 software.
THE FIFTH STAGE evaluates the website in a general way, and mainly focuses on receiving professional feedback about different aspects of this branding consultancy and the acceptability of its services.
Assessment criteria: in this stage, this method is used to evaluate if the branding consultancy’s website complies with the parameters that were established in the analysis and interpretation stage. Here a ranking list will be developed to score each of the expected features of the website. Each criterion will be evaluated using a scale from 1 to 5, being 1 the less suitable aspect and 5 the optimum one.
Electronic professional reference group feedback: this process will be used to evaluate the acceptability of the website as a professional branding consultancy that offers expert advice to SMEs. The assessment criteria method will be used to help formulate open questions. A link will be provided for people to experience the website. In case this link is not available, screenshots will be presented. The target group represents a sample of professional graphic design, advertising, and branding consultants who will be contacted through electronic channels.
THE FOLLOWING flow diagram presents the overall structure and use of the multiple research and design methods.
[map here]
Diagram 2. This graphic presents all the research methods that will be used in the project: “A quest for branding”. Literature review will provide information (inputs) to feed the system. Operational Cybernetics will be the most important method and the one that links all other research and design methods. Both outcomes (branding consultancy and branding processes) will be modeled into a website which, at the same time, will be evaluated using assessment criteria and e-survey.
IN ORDER TO understand better the many outcomes of each stage, as those of the overall project, the following graphic presents each paper of the Master of Design and its expected outcomes. The intangible outcomes are those that are related to acquiring better knowledge and understanding of the subject; and the tangible ones there are those that present a visual or physical outcome.
Diagram 3. This graphic presents the multiple outcomes related to each paper of the Master of Design. The Innovation paper inspires theories, concepts, and innovation design criteria for the branding consultancy. The Branding and the Sustainability paper help to gain further knowledge about their specific topics and develop strategies that will be used as part as the service (the branding design process) that this consultancy will offer. The Research paper structures the whole project and offers a clear understanding of each stage of the research project and its respective outcome. And finally, the Design Project paper collects all information, processes, research work, and helps to present an integrated outcome through the design of a website.
[map here]
CHAPTER FOUR
CRITICAL ISSUES
THE RESEARCH done so far includes the data collection stage, in which most of the information related to SMEs, business strategies, Web 2.0 applications, and its new technologies has been already compiled. An analysis of the information has been done during the preparation for the presentation of this project in previous classes, and while writing the Innovation and Research Methods essays. Furthermore, this interpretation of the information collected has allowed establishing some design criteria, especially in the Innovation essay. However, this is still not enough to formulate branding strategies or develop the structure of the branding consultancy. The design of the whole research project has already been completed.
DUE TO the methodological approach of this project, it does not require an ethics approval process because it deals mainly with information collected for sources such as books, research articles, and websites. This research does not seek to collect, analyze, or utilize data from other people. However, the evaluation stage includes consulting experts about their professional opinion on aspects of the branding consultancy’s website. This does not include collecting any personal information from them, just an evaluation process that will be done though a set of open questions about features of the website, on which they can give their professional comments and contribute with new ideas and suggestions. This process has been called: electronic professional reference group feedback, because professionals that run their own branding consultancies, design studios, or advertising agencies will be asked to evaluate the website. They will be contacted through email, and a link will be provided for them to experience the website. This is helpful considering that people from overseas may be asked to participate in the evaluation process. The aspects that these experts will be evaluating are to be defined using the assessment criteria method in order to specify which elements of the website need some consideration. Some of the areas may include, (but not be limited to) this topics: content, electronic business model, innovation in the industry, graphic design, services provided, appeal to target market, and so on.
THE issues are related to the research project involve the following aspects:
1. THE RESEARCHER’S lack of previous knowledge about the business field. Consulting experts who can offer help and orientation about creating a business plans and business strategies should help to solve this problem. Additionally, business books and articles will be consulted. Moreover, “Organizational Cybernetics” and “Process Mapping” are two methods that have structured steps and can help to develop the organization of a branding consultancy accordingly to the needs of the project.
2. THE TIME frame for the completion of this project restricts the depth of the results. This means that the structure of the branding consultancy will have to address only the essential points in order to provide a general overview of how this branding consultancy will operate. The best way to solve this issue is establishing a set of design criteria and principles that will inspire the development of further areas and concepts in other stages of the project that go beyond this Master of Design program.
3. THE ACCESS to some information is limited to what it is available on the Internet, especially when benchmarking other branding consultancies. Although website review is a good method to learn more about what services other branding consultancies offer, it may not allow collecting detailed information about the processes they use or the structure of their internal organization. This is another reason why this project will address only the main elements of a branding consultancy, or at least those that portray a branding consultancy in the Internet.
4. DUE TO THE lack of accessibility and time to interview, compile, organize, and present information directly from SMEs’ owners, most information regarding SMEs will only be collected from other research projects, articles, books, and websites. Considering that the main focus of the project is designing a branding consultancy, interviewing SMEs’ owners is not of great significance for that stage.
5. THE EVALUATION stage has been designed to seek professional feedback about the characteristics, content, and other aspects related to the website. It’s purpose is by no means to test the effectiveness of the processes, systems, or services proposed because none of these strategies are being applied to real cases.
6. THE GRAPHIC and website design are limited to the use of Adobe Illustrator CS4, Adobe Photoshop CS4, Adobe Flash CS4, and the skills that I already have to operate these software applications. Since the objective of prototyping is providing an overall idea of what the website “look and feel” is, the structure of its content, and how people will experience it; the skills I already own will be enough to showcase a professional website. Special effects and dynamic interactivity may be suggested to be included in other versions of the website in the future.
CONCLUSION
POINT OF DESTINATION
ESTABLISHING a detailed methodology is one of the most important steps in the early stages of a research project. This process begins with the clear identification of the project’s nature, characteristics, needs, demands, and outcomes. Once this is done, it is much easier for the researcher to determine the scope of the project and how it should be approached; this includes the research and design methods that will be used. Moreover, understanding what each research method does and how to apply it, helps to integrate them in the best way to accomplish the project’s outcomes and goals. Furthermore, the identification of the difficulties the project may face assists to determine strategies to sort those issues out. In short, developing a good methodological approach helps to organize and bring together all elements and aspects of the research project, as well as to accomplish complex tasks.
BY THE END of this project I, as a researcher, expect to understand different research and design tools that help me to develop and implement effective branding strategies for small and medium enterprises. I also expect to gain deep insights on structuring, organizing, and innovating companies by applying the knowledge I am learning in the Master of Design to the creation of my own branding consultancy. This consultancy represents a model of a small enterprise that, by the use of a website and social networks, exists in the Internet. Additionally, it will help me to promote myself as an insightful, technology-aware, and professional branding strategist.
THE FINAL outcome of this project is a website that portrays a professional branding consultancy. This website will be presented in a CD-ROM using Adobe Flash CS4 software for Mac. The graphic design will be developed in Adobe Illustrator CS4 and Adobe Photoshop CS4, both applications for Mac. In case there is an opportunity to upload the website to the Internet, a link will also be provided and it will be included as part of my professional portfolio’s website.
THE RESEARCH project will be presented in a 30-point research paper of approximately 5,000 words. This paper will include process maps of the branding consultancy’s design processes and services, flow diagrams of the company’s structure and website, brand and graphic design standards manual (basic version), and website screenshots. The use of different diagrams, charts, and graphic representations of the project is useful for the researcher and readers because it explains the research project from its many perspectives and interrelationships between all its elements. At the same time, offers a broad yet simple visualization of the whole project, its methods, processes, stages, and outcomes.
BOOKS
REFERENCE LIST
Aaker, D. (1991). Managing brand equity. New York: The free press
Gobé, M. (2001). Emotional branding: The new paradigm for connecting brands to people. New York:
Allworth Press
Hunt, D. (1996). Process mapping: How to reengineer your business processes. New York: John Wiley.
Jackson, M. (2003). Systems thinking: Creative holism for managers. Hoboken, N.J.: John Wiley.
Jensen, R. (1999). The dream society: how the coming shift from information to imagination will transform your
business. New York, NY: McGraw-Hill
Kania, D. (2001). Branding.com: Online branding for marketing success. Chicago, IL: NTC Business
Books in conjunction with the American Marketing Association.
Maxwell, J. A. (2005). Qualitative research design: An interactive approach. Thousand Oaks, CA: Sage Publications.
Nelson, H. & Stolterman, E. (2003). The design way: International change in an unpredictable world: Foundations and fundamentals of design competence. Englewood Cliffs, N.J.: Educational Technology Publications.