Methodology

The third chapter of this paper explains the methods of data collection and analysis to be used. This part addresses the methodological conception of the data collection procedure and empirical investigation that provides the answer to the research question.

Initially it should be noted, that in this study proposed, it seems necessary to have under observation a conventional approach to methods classification. Traditionally, two groups of methods are employed: qualitative and quantitative. The quantitative method deals mainly with numbers and qualitative method is more about opinion of respondents. Considering the aims of the research a combination of qualitative and quantitative methods will be applied.

The general research perspective is qualitative. Therefore, the first stage of this research study is to collect primary and secondary data from the specialized journals, books, theoretical works, Internet sources, interviews and commentaries of senior or brand managers. It should be noted, that the data about specific nature of services and as a consequence specific characteristics of the brand in the service sphere are to be presented most broadly, inasmuch as on the basis of the acquired data the author of this paper will develop the technology which will help experts and brand managers to create breakthrough brands in the service sector. This technology might be compared with the available analogues. For example, it can be compared with the technology used by “Landor”⁶. In the issue, the author of the proposed study is going to create the questionnaire based on findings. The company's brand is breakthrough if it conforms to the parameters, which will be given in this questionnaire. The questionnaire will be presented to the experts. 15-20 experts are going to get involved in this study. The senior and brand managers of “FedEx” and similar companies will be chosen as experts. They will test brand of “FedEx” and other brands of this market. As a result the experts are going to make some changes in parameters, which were mentioned above. Thereby, the technology will be brought to the ideal.

The methodology described above, which will be used in the study proposed, is to a certain extent an evolving one and will take a more definite shape as the study is progressing.

Summary of the results anticipated

In the part to follow the results which are likely to be obtained with the methods used and described above will be reported accurately and objectively.

The findings of the study proposed will point out to the technology which helps brand and senior managers to create breakthrough brands. The tools allowing to create the successful brands will presented by the author of this paper.

The facts obtained will rest on skill and care. The presentation of the results will use an appropriate organizational pattern. Interim results, the information collected from questionnaires to be exact, are intended to be presented in a summary table. The models which are help to create breakthrough brands will be shown.

It is expected that the project proposed will have some major theoretical implication concerning the technology of creating breakthrough brands. Along with other similar researches it should provide some basis for practical activities. Nevertheless it seems that additional quantitative and qualitative researches needed on this field.