Ebookfiledocument 3438
Ebookfiledocument 3438
Ebookfiledocument 3438
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SAGE was founded in 1965 by Sara Miller McCune to support
the dissemination of usable knowledge by publishing innovative
and high-quality research and teaching content. Today, we
publish more than 850 journals, including those of more than
300 learned societies, more than 800 new books per year, and
a growing range of library products including archives, data,
case studies, reports, and video. SAGE remains majority-owned
by our founder, and after Sara’s lifetime will become owned by
a charitable trust that secures our continued independence.
ISBN 978-1-4462-7513-9
ISBN 978-1-4462-7514-6 (pbk)
At SAGE we take sustainability seriously. Most of our products are printed in the UK using FSC papers and boards.
When we print overseas we ensure sustainable papers are used as measured by the PREPS grading system.
We undertake an annual audit to monitor our sustainability.
To Ekaterina and Ella
Contents
List of Images, Figures, Tables and Illustrations xi
About the Author xv
Endorsements xvii
Foreword xxi
Preface xxvii
Acknowledgements xxxiii
1Introduction 1
1.1 What Is This Book About? 2
1.2 Who Should Read This Book? 3
1.3 Why Do You Need This Book? 3
1.4 Content 4
1.5 Disclaimer 6
1.6 Conclusion 7
1.7 Summary 7
3 Research Essentials 27
3.1 Defining a Research Problem 28
3.2 Formulating a Research Statement 29
3.3 Framing a Research Question or a Hypothesis 31
3.4 Review of the Literature 31
3.5 Glossary of Key Terms 34
3.6 Understanding Research Methods and Methodologies 34
3.7 Choosing a Research Approach 37
3.8 Research Triangulation 39
3.9 Ethical Research 40
3.10 Writing a Research Proposal 42
3.11 Conclusion 45
3.12 Summary 46
4 Qualitative Research 47
4.1 What is Qualitative Research? 48
4.2 Case Studies 49
4.3 Ethnographic Research 56
4.4 Phenomenology 79
4.5 Historical Research 91
4.6 Grounded Theory 98
4.7 Hallmarks of Good Qualitative Research 101
4.8 Conclusion 102
4.9 Summary 103
viii
Contents
9 Conclusion 227
References 229
Index 237
ix
LIST OF IMAGES, FIGURES, TABLES
AND ILLUSTRATIONS
LIST OF IMAGES
Juicy Salif and Apple iPhone xxvii
LIST OF FIGURES
2.1 Design skill set 12
2.2 Illustration of Friedman’s model of design 22
LIST OF TABLES
5.1 Dichotomist questions 122
5.2 Multiple-choice question 124
5.3 Checklist question 124
5.4 Categorization question 125
5.5 Frequency of occurrence 126
5.6 Ranking question 127
5.7 Quantity question 127
5.8 Likert scale 128
5.9 Numerical scale 129
5.10 Itemized scale 129
5.11 Graphic scale 130
5.12 Semantic differentiation scale 130
5.13 Constant-sum scale 131
5.14 Behavioural scale 131
5.15 Open-ended questions 132
xii
List of Images, Figures, Tables and Illustrations
LIST OF ILLUSTRATIONS
6.1 Signage for a restroom 171
6.2 Signage for a changing room for infants 171
6.3 The peace symbol 171
6.4 Dove of peace 172
6.5 Stencilled image of Che Guevara 173
6.6 The Christian cross 174
6.7 The Wheel of Buddhist Law 175
xiii
ABOUT THE AUTHOR
Gjoko Muratovski has more than 20 years of global, multidisciplinary design experience. He holds
a PhD in Design Research with focus on Branding and Corporate Communication Strategies.
In addition to this, he is trained in a range of design fields such as Graphic Design, Visual
Communications, Industrial Design, Architectural Design, Interior Design, and Furniture Design
and Manufacturing. His formal education and professional development spans across 11 countries.
Over the years Dr Muratovski has been working with a broad range of corporate, govern-
mental and not-for-profit organizations from around the world. This includes Deloitte, Toyota,
Greenpeace, NASA Johnson Space Center, UNESCO World Cultural Heritage, World Health
Organization, United Nations Association of Australia, Department of the Premier and Cabinet
of South Australia, Auckland Council of New Zealand, and Melbourne International Design
Week, to name a few. He is also regularly retained as an advisor by various design firms and
advertising agencies on issues ranging from strategic design to brand development strategies.
In addition to having broad industry experience, Dr Muratovski also has a significant
academic experience that ranges from teaching and curriculum development, to research,
education management, and academic leadership. Currently, he holds senior academic roles at
the Shanghai-based College of Design & Innovation at Tongji University – one of the oldest and
most prestigious universities in China, and at the School of Art & Design at Auckland University
of Technology – the leading design school in New Zealand.
Research for Designers
Juicy Salif is neither practical, nor does it resolve any problems for the end user; in fact, it cre-
ates more problems if used as intended – which in itself is a paradox when it comes to product
design. Rather than improving the original concept of the lemon squeezer, as would normally
be expected from a product designer, we see the opposite here. Juicy Salif fails to hold back
the lemon pits and the rind that one would normally expect from a lemon squeezer; there are
ergonomical problems associated with the height of the lemon squeezer when placed on an
average countertop; and the form itself is expensive and difficult to manufacture. Then again,
the lack of all of these things adds to the beauty of the object itself. Its shape is instantly recog-
nizable and iconic, and regardless of the high price tag for such an item, this product sells
well. However, rather than using it, most owners simply choose to display it for decoration
purposes. That is why this design can better be described as a sculpture than a product. On the
other hand, the iPhone is equally beautiful in terms of design but also groundbreaking in terms
of innovation. Its stylish look paired with a highly intuitive user interface system changed the
whole mobile phone industry. The seamless user experience set a new standard in the indus-
try almost overnight and changed the way people used their phones. The introduction of the
App Store allowed for people to customize their phones and to use them in ways that they had
never used them before – making the whole mobile phone experience a very personal one. The
difference between the two objects is that the iPhone is a research-driven problem-solving
exercise, designed with the end-user in mind, while Juicy Salif is simply a self-centred creative
expression driven purely by aesthetics. What these two examples show is that design can be
deceptively attractive, regardless of whether the end result is useful or useless.
The conflicts between ‘beauty and function’ and ‘power and ideology’ are constant in the
culture of design, but finding the right balance can be very important (Bengtsson, 2012:
86–8). Yet not all designers are interested in pursuing such an ideal. Some designers want to
focus on the process of ‘making’, others on the process of ‘thinking’. As discussed above, in
both cases the outcome can be aesthetically pleasing, but the impact that design has within
the spheres of business and society can vary significantly. In line with this, I would like to
quote a passage from Staffan Bengtsson’s IKEA the Book: Designers, Products and Other Stuff
(2013):
Let us also say a word or two about us – about human beings in the midst of all these
designed objects. Those of us who work with design and have voluntarily thrown
ourselves into the lion’s den of the design world know that the designer, when at his
or her best, could also be called a ‘behavioural scientist’. Some designers are content
to create a chair; others who are more problem-oriented think more about our need
to ‘sit’. Some simply create a glass while others reflect upon the art of ‘drinking’ and
come up with a drinking glass that really fulfils the desire to drink. We could identify
two different schools of design: those who choose the noun ‘glass’ and those who
prefer the verb ‘to drink’. In the end, I’m convinced that the latter school is the one
that wins our trust and our love. They focus on what is to be human. The things and
objects that equip us for living. Chairs and glasses that work, that don’t complicate
xxviii
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other nations 5,800,767 tons. Between 1855 and 1860 over
1,300,000 American tons in excess of the country’s needs were
employed by foreigners in trades with which we had no legitimate
connection save as carriers. In 1851 our registered steamships had
grown from the 16,000 tons of 1848 to 63,920 tons—almost equal to
the 65,920 tons of England, and in 1855 this had increased to
115,000 tons and reached a maximum, for in 1862 we had 1,000 tons
less. In 1855 we built 388 vessels, in 1856 306 vessels and in 1880 26
vessels—all for the foreign trade. The total tonnage which entered
our ports in 1856 from abroad amounted to 4,464,038, of which
American built ships constituted 3,194,375 tons, and all others but
1,259,762 tons. In 1880 there entered from abroad 15,240,534 tons,
of which 3,128,374 tons were American and 12,112,000 were foreign
—that is, in a ratio of seventy-five to twenty-five, or actually 65,901
tons less than when we were twenty-four years younger as a nation.
The grain fleet sailing last year from the port of New York numbered
2,897 vessels, of which 1,822 were sailing vessels carrying
59,822,033 bushels, and 1,075 were steamers laden with 42,426,533
bushels, and among all these there were but seventy-four American
sailing vessels and not one American steamer.
“While this poison of decay has been eating into our vitals the
possibilities of the country in nearly every other industry have
reached a plane of development beyond the dreams of the most
enthusiastic theorizers. We have spread out in every direction and
the promise of the future beggars imaginations attuned even to the
key of our present and past development. We have a timber area of
560,000,000 acres, and across our Canadian border there are
900,000,000 more acres; in coal and iron production we are
approaching the Old World.
1842. 1879.
Coal— Tons. Tons.
Great Britain 35,000,000 135,000,000
United States 2,000,000 60,000,000
Iron—
Great Britain 2,250,000 6,300,000
United States 564,000 2,742,000
With a view to carry this work through the year 1882 and into part
of 1883, very plain reference should be made to the campaign of
1882, which in several important States was fully as disastrous to the
Republican party as any State elections since the advent of that party
to national supremacy and power. In 1863 and 1874 the Republican
reverses were almost if not quite as general, but in the more
important States the adverse majorities were not near so sweeping.
Political “tidal waves” had been freely talked of as descriptive of the
situation in the earlier years named, but the result of 1882 has been
pertinently described by Horatio Seymour as the “groundswell,” and
such it seemed, both to the active participants in, and lookers-on, at
the struggle.
Political discontent seems to be periodical under all governments,
and the periods are probably quite as frequent though less violent
under republican as other forms. Certain it is that no political party
in our history has long enjoyed uninterrupted success. The National
success of the Republicans cannot truthfully be said to have been
uninterrupted since the first election of Lincoln, as at times one or
the other of the two Houses of Congress have been in the hands of
the Democratic party, while since the second Grant administration
there has not been a safe working majority of Republicans in either
House. Combinations with Greenbackers, Readjusters, and
occasionally with dissenting Democrats have had to be employed to
preserve majorities in behalf of important measures, and these have
not always succeeded, though the general tendency of side-parties
has been to support the majority, for the very plain reason that
majorities can reward with power upon committees and with
patronage.
Efforts were made by the Democrats in the first session of the 47th
Congress to reduce existing tariffs, and to repeal the internal revenue
taxes. The Republicans met the first movement by establishing a
Tariff Commission, which was appointed by President Arthur, and
composed mainly of gentlemen favorable to protective duties. In the
year previous (1881) the income from internal taxes was
$135,264,385.51, and the cost of collecting $4,327,793.24, or 3.20
per cent. The customs revenues amounted to $198,159,676.02, the
cost of collecting the same $6,383,288.10, or 3.22 per cent. There
was no general complaint as to the cost of collecting these immense
revenues, for this cost was greatly less than in former years, but the
surplus on internal taxes (about $146,000,000) was so large that it
could not be profitably employed even in the payment of the public
debt, and as a natural result all interests called upon to pay the tax
(save where there was a monopoly in the product or the
manufacture) complained of the burden as wholly unnecessary, and
large interests and very many people demanded immediate and
absolute repeal. The Republicans sought to meet this demand half
way by a bill repealing all the taxes, save those on spirits and
tobacco, but the Democrats obstructed and defeated every attempt at
partial repeal. The Republicans thought that the moral sentiment of
the country would favor the retention of the internal taxes upon
spirits and tobacco (the latter having been previously reduced) but if
there was any such sentiment it did not manifest itself in the fall
elections. On the contrary, every form of discontent, encouraged by
these great causes, took shape. While the Tariff Commission, by
active and very intelligent work, held out continued hope to the more
confident industries, those which had been threatened or injured by
the failure of the crops in 1881, and by the assassination of President
Garfield, saw only prolonged injury in the probable work of the
Commission, for to meet the close Democratic sentiment and to
unite that which it was hoped would be generally friendly, moderate
tariff rates had to be fixed; notably upon iron, steel, and many classes
of manufactured goods. Manufacturers of the cheaper grades of
cotton goods were feeling the pressure of competition from the South
—where goods could be made from a natural product close at hand—
while those of the North found about the same time that the tastes of
their customers had improved, and hence their cheaper grades were
no longer in such general demand. There was over-production, as a
consequence grave depression, and not all in the business could at
once realize the cause of the trouble. Doubt and distrust prevailed,
and early in the summer of 1882, and indeed until late in the fall, the
country seemed upon the verge of a business panic. At the same time
the leading journals of the country seemed to have joined in a
crusade against all existing political methods, and against all
statutory and political abuses. The cry of “Down with Boss Rule!”
was heard in many States, and this rallied to the swelling ranks of
discontent all who are naturally fond of pulling down leaders—and
the United States Senatorial elections of 1883 quickly showed that
the blow was aimed at all leaders, whether they were alleged Bosses
or not. Then, too, the forms of discontent which could not take
practical shape in the great Presidential contest between Garfield
and Hancock, came to the front with cumulative force after the
assassination. There is little use in philosophizing and searching for
sufficient reasons leading to a fact, when the fact itself must be
confessed and when its force has been felt. It is a plain fact that many
votes in the fall of 1882 were determined by the nominating struggle
for the Presidency in 1880, by the quarrels which followed Garfield’s
inauguration, and by the assassination. Indeed, the nation had not
recovered from the shock, and many very good people looked with
very grave suspicion upon every act of President Arthur after he had
succeeded to the chair. The best informed, broadest and most liberal
political minds saw in his course an honest effort to heal existing
differences in the Republican party, but many acts of
recommendation and appointment directed to this end were
discounted by the few which could not thus be traced, and suspicion
and discontent swelled the chorus of other injuries. The result was
the great political changes of 1882. It began in Ohio, the only
important and debatable October State remaining at this time. The
causes enumerated above (save the assassination and the conflict
between the friends of Grant and Blaine) operated with less force in
Ohio than any other section—for here leaders had not been held up
as “Bosses;” civil service reform had many advocates among them;
the people were not by interest specially wedded to high tariff duties,
nor were they large payers of internal revenue taxes. But the liquor
issue had sprung up in the Legislature the previous winter, the
Republicans attempting to levy and collect a tax from all who sold,
and to prevent the sale on Sundays. These brief facts make strange
reading to the people of other States, where the sale of liquor has
generally been licensed, and forbidden on Sundays. Ohio had