Design Research Methodology - Project 3: Primary Research

19/5/2022 - 16/6/2022 (Week 8 - Week 12)

Sasilvia Cheong Pei Hoong / 0345031 / Bachelors of Design in Creative Media
Design Research Methodology
Project 3 - Primary Research

LECTURES

WEEK 6- Quantitative and Qualitative Research 

Research in the Creative Media
Two Main Types of Research into the media
  • Quantitative Research 
  • Qualitative Research

Quantitative Research (Primarily)
  • Numbers
  • Scales
  • Charts
  • Percentages
  • Nationalities
  • Demographics
  • Social Classes
  • Ages
  • Genders
Positive
It is useful when collecting and documenting large quantities of information. Quantitative research is very good when collating research files into target audiences and backing up any statistical or factual claims. Quantitative research through both primary and secondary research. The most common ways are through, program ratings, readership circulation figures, hits on reliable websites, box office figures, and sales of movies shown or iTunes downloads. 

Negative
Do not get much detail in regards to people's opinions, thoughts, and feelings. 


Qualitative Research
It gives us different types of information. Qualitative research studies more into the personal opinions of people and give us small portions of high-quality topics, as opposed to large quantities of statistical information. Done through film reviews, game reviews, fan-based websites, interviews and attitudes to media products, responses to news coverage, responses to advertising campaigns, and focus groups and discussions.  

Positive
Offers more useful information when understanding the target audiences and client needs. 

Both quantitative research, and qualitative research can be conducted through both primary research and secondary research. It is good to collect both qualitative and quantitative research when gathering information because it will give a broader and more in-depth research file. 


Methods and Sources of Research
  • There are two different categories
    • Primary research
    • Secondary research
  • The distinction between them both is how they are conducted, and by who
  • Primary research is done by ourselves
  • Secondary research is the use of someone else research

Primary research
An example would be interviews, observations, questionnaires, surveys, focus groups, audience panels, and participation in internet forums. All of your primary research will be self-generated and you can also create your own video, audio, or photographic records of events. Create questionnaires and get people to fill them in. This would be good because the content will be able to be proven reliable, however, it also has a downside where it takes a long time to acquire the information, people may not take it seriously and it may even end up being useless. 

Secondary research
Books, journals, reference-based books, directories periodicals, newspapers, film archives, photo libraries, the world wide web, searching internet forums, CD ROM databases, audio material, ratings, circulation figures, and government statistics. These are agencies like the Broadcasters’ Audience Research Board (BARB), and Radio Joint Audience Research. (RAJAR) The benefits of conducting secondary research are that it is quick, easily accessible and you can gather large quantities of data. The negative part is that you can not always trust the source to be reliable.

There are many positives and negatives to all different types and methods of research, and ideally, it is good to have much primary, secondary, qualitative, and quantitative research to create a full-fleshed-out research file. 

Purposes of Research
There are lots of different reasons and purposes when wanting to conduct research when making a media product. You could be looking to do some audience research, market research, or production research. 

Audience Research
  • Several different topics such as audience profiling, demographics, consumer behavior, consumer attitudes, and audience awareness
  • The pros to conducting audience research are that it helps producers understand and communicate with their target audiences
  • Using questionnaires 
  • Cons
    • Conducting audience research is that the information may not tie in with the product, and there may be a need to change certain aspects of the content just so it has an audience
    • This is not exclusively bad depending on how it is looked at, but it does affect the creative choices and reduce freedom within one's own work

Market Research
  • This could be researched into different areas such as things like your product's market, any competition, competitor analysis, and advertising placement. 
  • An example of where market research will come in useful is to see if there is a gap in the market for the product. This means researching the market and seeing if there is statistically an audience of a certain demographic or gender etc. but with no products accommodating them.
  • From the findings you may wish to fill in that gap with the products. The downside to looking for a gap in the market would be that your gap may be quite small so the product will only appeal to a small percentage of people.

Production Research
  • Production research is very broad and covers as much or as little as one wants it to. It can consist of many things, for example, it can be research into, content, viability, media placement, finance, costs, technological resources, personnel, and locations.
  • An example of conducting production research would be when making a film and there might be a consideration researching into some of the equipment ones wants to use or the costs of certain equipment. It might also be if ones are researching similar production techniques and similar content to your own.
  • The pros to conducting production research are that one can not only start to make budgets, equipment lists, personnel contacts, and location recces but also can justify ideas through similar content and production methods. Of course, the downside is that not every filmmaker will find value in this as they may be trying to create something original and use new methods or technologies.


WEEK 7- Primary Data Collection for Creative Media Researchers

Field of Creative Research Methods- four broad categories:
  • Arts-based research - e.g. visual arts, performance arts, textile arts
  • Research using technology - e.g. social media, apps, computer/video games
  • Mixed methods research- traditionally qual+quant, but also quant+quant and qual+qual
  • Transformative research frameworks - e.g. participatory research, feminist research, decolonizing methodologies, activist research


Fig. 1.1 Qualitative research vs quantitative research


Fig. 1.2 Digital vs. Traditional Research Pros and Cons



Fig. 1.3 & 1.4 Quantitative vs Qualitative research 


Examples of Primary Research Methods
  • Interviews (telephone or face-to-face)
  • Surveys (online or mail)
  • Questionnaires (online or mail)
  • Focus groups
  • Visits to competitors' locations

Fig. 1.5 Online and offline qualitative and quantitative interviews


Questionnaires (Quantitative research)
Questionnaires are a general term to include all methods of data collection in which each person is asked to respond to the same set of questions in a predetermined order.

Interviews (Qualitative Research)
Interviews are used to collect data from a small group of subjects on a broad range of topics. You can use structured or unstructured interviews. Structured interviews are comparable to a questionnaire, with the same questions in the same order for each subject and with multiple choice answers.

Focus Groups (Qualitative Research)
Focus groups are a data collection method. Data is collected through a semi-structured group interview process. Focus groups are moderated by a group leader. Focus groups are generally used to collect data on a specific topic.

Observational Studies (Qualitative Research)
Observational data is a valuable form of research that can give researchers information that goes beyond numbers and statistics. In general, observation is a systematic way to collect data by observing people in natural situations or settings. In creative media, observational study may involves, watching video, animation, film and others.

INSTRUCTIONS


Week 1- Week 2 
Assignment 3 has started 
  • Qualitative (most of the time for design) (interpretative, does not have a number to come up with a data that come up with a subjective answer) 
  • Quantitative (countable, numbers from static data) 
Pick one research method which is the most suitable for ur primary data collection 

Primary is different from secondary research 

Primary- first-hand info 
  • Survey 
  • Observation 

What we need to do 
  • To select a research method (properly considered and explain why u pick, support your justification( explanation) has to be cited 
  • Would it be interview/ survey that is send out (justify why u pick that method) 
  • Provide some details for the research design (explain why) 
  • Try to give a bit details more 
  • How u design the questions, who do u send it to


Fig. 1.1  Primary research draft


Final


Fig. 2.1  Final Primary Research PDF
FEEDBACK

Week 10 (2/7/2022) - 
Specific Feedback:
The university name is written wrongly should be Taylor’s University, not Taylor's Lakeside University. Add numbers to all of the questions and describe the section with the names properly. Section 2 can be named “Culture Representation in Character Design”. Section 3 can be named “Character design with overall profile”. Section 3 statement sounds biased, do not use the word agree instead use "Naruto is representing Japanese culture inaccurately”. The same thing with section 4 change it to “Sister Krone is stereotyped”. As for section 5 change the word “negative impact” to avoid sounding biased and change it to “What is your view on the inaccurate representation of anime character to the negative impact”. The “Do you watch anime” question can be moved to section 1 and when the participants answer “no” they can be moved to section 5 with the more general questions. Other than that, change the first letters in the titles of the questionnaire survey to capital letters.

Week 11 (9/7/2022) - 
Specific Feedback:
Look at groups with Malaysia or worldwide cosplayers and anime enthusiasts and try to see if it is possible to get any responders there so that they are able to give better responses since they know more about anime and the culture.

Week 12 (16/7/2022) - 
Specific Feedback:
Do not turn off the responses for the questionnaire survey yet. Responses from google form are very descriptive. For now, it is enough to have qualitative descriptive studies, see how much data can be interpreted, and compare and contrast.


REFLECTIONS
Experiences
What I can say after going through this project is that getting respondents is very very hard. No matter how many platforms you choose to send your questionnaire link on, people will always choose to ignore it as they do not benefit from answering them. But in the end, I was incredibly happy to be able to achieve my goal of respondents and get the data I needed. The data analysis part was way easier than getting respondents honestly. It was fun looking through responses from different people and getting a wide range of opinions on a question that I have included in the questionnaire. 

Observation
I noticed this when coming up with the questions for the questionnaire, is that making the questions not too complicated and too wordy is better and easier for people to interpret what the questions are about. Because I experienced that every time I fill up a questionnaire and see really long sentences and difficult words I tend to lose focus and interest in filling them out. 

Findings
I also understand that every instrument that you decide to choose for your primary research eventually will always have an obstacle that you will end up facing. There is no easy path when doing research, it just depends on your luck and how well you plan the whole thing out. 
REFERENCES

Lectures
Fig. 1.1-1.5
from week 7 lecture slide

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