Reflective Report on Research Design and Methods Workshop Experiences

This reflective report documents a student's learning journey through a series of workshops on research design and methods. The report covers various modules, including design theory, problem-solving, and design thinking tools. It delves into topics such as divergent and convergent thinking, philosophical worldviews, and the application of design thinking in business processes. The report further explores design research, journey mapping, value chains, and mind mapping, along with an introduction to research methodologies. It also highlights research approaches, data collection, ethical considerations, and data analysis. The report examines entrepreneurial campaigns, marketing strategies, the 4Ps of marketing, and communication channels. Additionally, it discusses entrepreneurial fundraising, including sources of capital and fundraising techniques. Finally, it reflects on the student's assessment of their capabilities as a future entrepreneur. The report provides insights into the practical application of these concepts and their relevance in a business context, demonstrating the student's understanding and ability to apply the learned knowledge.

Running head: RESEARCH DESIGN AND METHODS
Research Design and Methods
Name of the Student:
Name of the University:
Author note:

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Reflective report
The reflective journal or report is the documentation of the self assessment and development on
the learning outcome. It is a reflection of the weekly blog entries and understanding of the
workshops. Below I have mentioned the impact of the workshops conducted.
Workshop 3
In the workshop, Module 3 of Design Theory was discussed. Various aspects of the
Design Theory were discussed in this workshop. The workshop dealt with the reasoning logic,
convergent and divergent thinking, Triple Loop Learning, Action Research, Philosophical view,
Creative Learning Spiral, and co-creation or co-design to throw light on Design Theory. I learnt
the definition of Design Theory and how this is applied and relevant in the business processes.
Design Theory is based on the Design Thinking. According to Glen et al. (2014), Design
Thinking is a required approach to deal with the complex and improperly defined issues through
analytical perspectives. In the words of Reigeluth (2013), it is a problem solving approach
through a creative manner for creating different new values with positive impacts. In the
workshop, the fundamental tools of this theory were discussed. I got to learn about Design Logic,
Abductive reasoning and deductive reasoning and how those can be done. It was also explained
by the instructor what happens in case of reasoning logic without design and in the case of
logical reasoning with design. The design incorporates many more logical and scientific steps in
the system. Next, the details about the divergent and convergent thinking, their analysis and
synthesis and triple loop learning were discussed. In the next topic of Philosophical Worldview, I
learnt about Subjectivism and Objectivism. Subjectivism includes Interpretivism and Action
Research Methodology. On the other hand, objectivism includes Positivism and Scientific

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Method. Therefore, the fundamental tools were all taught by the instructor. Some other relevant
theories were also highlighted, such as, ideation, creativity theories, left and right brain theories,
team working theories, reflection actions, task versus relationship conflicts and decision making
theories (Lindner & Rodger, 2017). Through this workshop, I gained knowledge about these
aspects of business management and how to incorporate the logical thinking of human beings
into some actions or decision making. This will be helpful or me in my future life.
Workshop 4
In this workshop, I learnt about the Design Problem, module 4. This workshop focused
on the difference between problem finding and problem solving, critical evaluation of the
function of the Design Thinking in finding of the problems, and application of various design
thinking tools, such as, Visualization, Brain Storming, and spotting the obvious. These theories
can be broken down into tools for design thinking. This helps in further innovation. However, I
also understood that, there can be any other tools relevant for different situation, and should be
applied accordingly. It is important to understand the issue, that is, problem finding or solving
and how that can be explained through Design Theory (Johansson‐Sköldberg, Woodilla &
Çetinkaya, 2013). My instructor said that Design Theory is mostly a methodology for problem
solving, rather than problem finding. The tools for Design Thinking were taught through
practical activities. The brainstorming process required to think extremely fast and make and
execute plans (Brown & Chandrasekaran, 2014). It also taught what is needed to make a right
decision during brainstorming. Another activity was organized to teach the tool called Spotting
the Obvious. It taught me that how to spot the obvious things depending on the topic. Through
this spotting, the solution to a possible problem can be designed beforehand. Lastly, session was
taken for teaching visualization process. How ideas can be represented visually in an interesting

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manner, with images and/or texts, how to keep it simple, how to use metaphors, create personas,
story, guided imagery etc. are helpful in visualization. In future, for any type of business
problem, I hope to be able to understand the situation and provide solution.
Workshop 5
This workshop was based on Module 5, Design Research 1. This included journey
mapping, overview and activity on value network and value chain, overview of mind mapping
and introduction to research. The learning objectives are to understand and execute the above
mentioned Design Thinking tools. In this workshop, we were asked to perform in a group. I got
to learn the process of journey mapping, that it is more of generation of ideas through the
establishment of current experience, visualization of potential experience and prototyping of new
ideas (Oxman, 2017). Observation power and empathy is required at this stage. The process of
journey mapping was practiced through group activities. This is helpful in the development of
thinking process and observation power. Next come the value chain and addition of value. How
it is formed and how it is applied was the topic of discussion. Through this, I learnt how to
identify the competencies, key resources, and how to find out the ways for increasing value or
decreasing cost. We were asked to perform a value chain analysis on the value chain example of
UGG Australia. From this, the knowledge and practice on value network could be gained.
Definition of value network and the usage of it, through understanding of the cost or price
structure, identification of profit pools, the decision for making or buying, and partnerships and
relationships were discussed in the workshop to give us a detailed idea. I came to know about an
alternative value chain diagram (An, Zhang & Zeng, 2015). Details of Mind mapping and
introduction to research with research problems, aims and objectives types of data, data
collection process, research types, was also taught in this workshop.

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Workshop 6
This workshop is the continuation of the previous workshop on Design Research. It
highlighted various aspects of the research. I learnt about the research approaches, types of data,
sources of data, ethics, interview and observations, co-creation and a preliminary idea on data
analysis. Firstly, the term research was defined. According to Lyon et al. (2015), research is the
systematic and methodical collection and interpretation of the information gathered with a well
defined purpose and to find a solution to a specific problem. The research process consists of
many steps. Firstly, the problem statement of hypothesis should be formed to narrow down the
problem. This includes the aims and objectives of the research, rationale, background study and
the structure. I got to know that this is followed by literature review, data collection, analysis,
findings and discussion, and finally conclusion. In the data collection and analysis process, the
concept of qualitative and quantitative research approach, primary and secondary data collection,
and different types of data sources, such as, survey, interview, focus groups, videos, websites,
reports, etc. were discussed and the style of writing were also taught. The ethical issues are
highlighted here along with the interview for empathy (Norman & Verganti, 2014). We had to
participate in an activity to practice the interview session on Design projects. It was a test for our
understanding of the subject.
Workshop 8
Designing or learning the launch was the topic of this workshop. All related activities
regarding launch were taught in this session. It taught us the real customer dealing through
experiments in the market. Learning launch is different from business as usual. It is mainly the
actions in the real world (McKenney & Reeves, 2013). How to launch the product or services

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and what parameters should be used for measuring the impact of product launch was discussed
by taking an example of Pfizer’s Nicorette launch. All the pros and cons of the techniques for
lunching were discussed too. Thus, through this workshop, I got to know about the all types of
launching and the processes. Even the prelaunch and postlaunch techniques were taught too. It
helps in planning for the launching and how to tackle any situation during the launch.
Workshop 9
In this workshop, the designing of entrepreneurial campaign for marketing was taught.
The fundamentals of marketing, target markets, competitor analysis, 4Ps of marketing,
campaigns and using design as a medium or form of communication are the main topics of this
workshop. It started with the basic definition of marketing. For a product or service to be
successful, marketing is the most important thing behind that. Well planned and efficient
marketing techniques can create a brand image for a product or service and the sales could
increase (Khajavi et al., 2015). Various components of marketing were taught to us in this
workshop. I got to learn about the target market and how this is created for marketing purpose.
Along with that, the identification of competitors in the market and competitive grid were also
discussed. Next, I learnt about the 4Ps of marketing. This is a very important concept in
marketing. The 4Ps stand for Product, Price, Place and Promotion (Vickery et al., 2015). I
understood that, for any marketing activity these 4 components are the most important. These
helps in defining the strategies required for marketing for a product or service. The Product
defines the variety, quality, design, brand name, features and packaging. Price includes list price,
discounts, payment period and credit terms. Promotion defines the advertising, sales promotion,
public relations, and personal selling. And, Place includes the channels, coverage, locations,
inventory, transportation and logistics. I got to know about these factors in depth in this

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workshop. Along with that, communication process and methods are important too. For
marketing, communication with the consumers plays a major role. Innovation in the process of
communication is important, as this helps in attracting the end users and target markets (Stark,
2015). We were taught about various communication channels, such as, Direct, Digital, Social
Media, Partners, Word of Mouth and Traditional Media. From this, the entrepreneurial marketing
campaigns followed (Chaston, 2015). I understood that it is more of a mind set. However, in
these campaigns, it tends to use relatively cheaper marketing techniques. There are some
interesting names for entrepreneurial marketing campaigns, such as, Guerrilla marketing,
Ambush marketing, Radical marketing, Viral marketing, Buzz or Hype marketing, Expeditionary
marketing, Disruptive marketing etc. (Nijssen, 2017). After that, the designs are used for
communicating with the consumers. Through this workshop, I gained huge knowledge about the
marketing techniques and how the designs can be used for communication.
Workshop 10
In workshop 10, the entrepreneurial fundraising campaigns were discussed. The purpose
of the workshop was to train us about the fundraising for campaigns. The sources of capitals,
basic approaches towards crowdfunding, business angels and grant providers, how to conduct
successful fundraising programs and how to conduct launch readiness plan were all discussed in
this workshop. I learnt the techniques and types of fund raising for business and product launch.
The concept of fund raising comes from sourcing of capital. Capital is one of the key factors of
production (Mollick, 2014). Access to capital would ensure access to other resources. Fund
raising is an event, which is organized to for a particular time to gain access to the financial
resources that is needed to achieve organizational goals, such as, for starting a new business,
launching a new product, political campaign, business expansion etc. It can be done for many

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charitable objectives also, such as, for aid to natural disaster relief, cancer research, for under
privileged children etc. (Kleppe & Nilsen, 2017). I also got to learn about sources of finance,
such as, internal and external, about which I did not have any prior idea. It helped me to know
about informal and formal sources of funds, which would benefit me in the future. I gained
knowledge about 3Fs of funding, i.e., family, friends and fools. All these sources have their own
pros and cons. Knowing those would be helpful in taking a decision about fund raising in future.
Workshop 11
This was about designing the entrepreneur himself. During this workshop, I should assess
my capabilities to become a future entrepreneur. How much I have understood the previous
modules and how much I am capable of applying that knowledge into real experience should be
assessed. I need to show my tutor that I could complete all the assignments successfully.
Workshop 12
This workshop focused on the design for the future. The outline of the workshop was to
teach us on how to implement the gained knowledge on our life as well in the business. The wide
range of application of the Design Thinking, the Design for Growth, the Design Thinking
process in the Established Organizations, Continuous Design, Growth, Strategy, and Re-
Designing an Industry. It aims to teach us the concept of Design as aesthetics and the relevance
of Design Thinking in the growth and strategy operations of the businesses. I got to learn about
the nuances of design and aesthetics. How the design could be interpreted and applied
aesthetically into the business operations must be learnt by the business people. Consumers
would mostly choose the products which looks beautiful. Hence, the Design must be attractive to
draw attention of people (Sheth & Sisodia, 2015). I realized that it is basically a perception about

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goods or services. We were taught on how to incorporate the aesthetics into Designs as those
create long lasting impressions about the brand image and quality. In every aspect of life,
aesthetics play an important role. Similarly, to continue with the Designs for Growth and in
Established Organizations, it is important to have a skilled, efficient and creative Design
Thinking team (Lindner & Rodger, 2017). They also contribute in re-designing an industry,
which includes business diversification or logo design change.
Hence, it can be said that, I learnt many things about Design and its application in the
business from these workshops. It has helped me to develop my skills, observation power, and
enhanced my knowledge. Through some activities and practical tasks, I could assess my
understanding of all the modules and how those can be implemented in real life situation. Thus,
the workshops have been beneficial for me.

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References
An, Y., Zhang, Y., & Zeng, B. (2015). The reliable hub-and-spoke design problem: Models and
algorithms. Transportation Research Part B: Methodological, 77, 103-122.
Brown, D. C., & Chandrasekaran, B. (2014). Design problem solving: knowledge structures and
control strategies. Morgan Kaufmann.
Chaston, I. (2015). Entrepreneurial Marketing: Sustaining Growth in All Organisations.
Palgrave Macmillan.
Glen, R., Suciu, C., & Baughn, C. (2014). The need for design thinking in business
schools. Academy of Management Learning & Education, 13(4), 653-667.
Johansson‐Sköldberg, U., Woodilla, J., & Çetinkaya, M. (2013). Design thinking: past, present
and possible futures. Creativity and Innovation Management, 22(2), 121-146.
Khajavi, S. H., Partanen, J., Holmström, J., & Tuomi, J. (2015). Risk reduction in new product
launch: a hybrid approach combining direct digital and tool-based
manufacturing. Computers in Industry, 74, 29-42.
Kleppe, I. N., & Nilsen, E. (2017). Crowdfunding sustainability: how do entrepreneurs of
sustainability projects utilise the potential of crowdfunding for fundraising? (Master's
thesis).
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McKenney, S., & Reeves, T. C. (2013). Conducting educational design research. Routledge.
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future. Routledge.
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