Design Research Methodology / Primary Data
26/5/2022 - 19/6/2022 / Week 8 - Week 12
Nurul Adlina Rizal / 0345429 / Bachelor of Design in Creative Media
Design Research Methodology
Primary Data
LECTURES
Week 6:
Quantitative and Qualitative Research
Quantitative Research
- numbers
- scales
- charts
- age
- gender
- percentages
- nationalities
- demographics
- social classes
- useful when collecting and documenting large quantities of
information
- very good when collating research files into target audiences and
backing up any of your statistical or factual claims
- primary and secondary research
NEGATIVES
- don't get much detail in regards to people's opinions, thoughts and
feelings
Qualitative Research
- different types of information
- studies more into the personal opinions of people and gives us small
portions of high quality detail on topics, as oppose to large quantities
of statistical information
PROS
- offers more useful information when understanding your target
audiences and client needs
- done through film reviews, game reviews, fan based websites,
interviews and attitudes to media products, responses, etc.
Methods and Sources of Research
- primary and secondary research
- distinction is from how they are conducted and by who
- primary: research you have gone out and done
yourself
- secondary: research you use that has already been
completed by someone else
Secondary
ex: books, journals, newspapers, etc.
- cannot always trust the source is reliable or not
Primary
ex: interviews, observations, questionnaires, surveys, focus groups,
etc.
- you have a reliable source and well documented evidence of your
findings
- very time consuming and can be quite limiting in the amount of
research that acquire
Purpose of Research
- looking to do some audience research, market research or production
research
Audience Research
- audience profiling, demographics, consumer behavior, consumer
attitudes and audience awareness
- helps producers understand and communicate with their
target audiences
- the information may not tie in with your product, may have to change
certain aspects of your content just do it has an audience
- could affect your creative choices and reduce freedom within ones
work
Market Research
- to different areas such as your product's market, any competition,
competitor analysis and advertising placement
Production Research
- very broad and covers as much or as little as you want it to
- you can not only start to make budgets, equipment list, personnel
contacts and location recess, but you can also justify your own ideas
through similar content and production methods
Week 7:
Data Collection Primary & Secondary
Data Collection
- term used to describe a process of preparing and collection
data
- systematic gathering of data for a particular purpose from various
source, that has been systematically observed, recorded, organised
- data are the basic inputs to any decision making process in
business
Purpose of Data Collection
- to obtain information
- to keep on record
- to make decision about important issues
- to pass information on to others
Classification of Data
Primary Data
- data which are collected from the field under control and supervision
of an investigator
- original data that has been collected specially for the purpose in
mind
- useful for current studies as well as for future studies
ex: your own questionnaire
Advantages of Primary Data
- targeted issues are addressed
- efficient spending
- decency of data
- data interpretation is better
- greater control
- address specific research issues
Disadvantages of Primary Data
- high cost
- time consuming
- inaccurate feedbacks
- more number of resources is required
Secondary Data
- data gathered and recorded by someone else prior to and for a
purpose other than the current project
- involves less cost, time and effort
- data being reused
Advantages of Secondary Data
- ease of access
- low cost to acquire
- clarification of research question
- may answer a research question
Disadvantages of Secondary Data
- quality of research
- not specific to researcher's needs
- incomplete informarion
- not timely
Primary Research Methods & Techniques
Quantitative & Qualitative Information
Quantitative
- based on number
Qualitative
- more details, tells you why, when and how!
Primary Research Categories
Quantitative Research
- Numerical
- Statistically reliable
- Projectable to broader population
Quantitative Research Categories
Sampling Methods
- random samples
- may select those not in the target group
- may need to be larger to be representative
- can be expensive
Stratified or Segment Random Sampling
- may be more cost effective
- still random but more focused
- may give more relevant information
Quota Sampling
- not randomly selected
- specific number
- cheaper method
Qualitative Research Categories
- in depth, insight generating
- non-numerical
- directional
Common Techniques
- personal interviews (one-on-one)
- focus groups and mini groups
Methods
- observation method
- personal interview
- telephone interview
- mail survey
Extensive Secondary Research + Focused Primary Research = Effective
Data Collection
INSTRUCTIONS
Primary Data
Week 8 (19/5/2022)
I crafted the methods I wanted to do for this task and what I want to use
as my Primary Data. I had also designed the questions that I hope reflect my
research objectives and research questions.
My Research Methods:
Qualitative
1. Observation Studies (The Simpsons vs My Little Pony)
2. Interviews (Parents & Children under 12)
3. Interviews (Professionals/Experts)*
Quantitative
1. Survey Questionnaire (General) (80+ responses)
*may be unnecessary
Fig 1.0: Primary Data Methods and Question Drafts (2/6/2022)
Week 9 (26/5/2022)
I turned my questions into actual surveys. I made them into Google
Forms.
Links:
Interviews (Parents & Children under 12)
Survey Questionnaire (General) (80+ responses)
Week 10 (2/6/2022)
Finalized the Google Forms and gave out the link to the targeted
audience.
Week 11 (9/6/2022)
Drafting the report and findings.
Week 12 (16/6/2022)
Finalizing Primary Data report.
FINAL
Fig 1.1: Final PDF Slides of Primary Data (19/6/2022)
FEEDBACKS
Week 8
General Feedback: -
Specific Feedback: -
Week 9
General Feedback: Make sure your questions reflect you research
objectives and research questions. Did you fulfill each of them?
Specific Feedback: Dr Hayati told me that to make sure my questions are not biased and to
clearly specify the age group of children that I am researching on. She
also told me that race can affect how they view these questions and that I
could I also read reviews of the cartoons that I chose as case
studies.
Week 10
General Feedback: -
Specific Feedback: She told me to make some changes to my google form such as not
making the Name and Age a required question so people can keep their
privacy. She also told me to number my questions as well as to make
sure that my survey fulfils the research objectives.
Week 11
General Feedback: You can continue your data collection
even after the semester has ended to have a better data done
before your dissertation.
Specific Feedback: Dr Hayati told me that I should try
to get participants from other cultures, race and nationality
because they may have a different opinion on what are the
criterias that make a cartoon suitable for their
children.
Week 12
General Feedback: The Phases are based
on the sequence you conducted your
methodologies.
Specific Feedback: Similar to Week
11's feedback, Dr Hayati told me to ask my
classmates who are international students to
help with my survey since they could give
insight based on different cultures.
REFLECTIONS
Experience
Feedback sessions in class were very useful and I was able to understand the task needed to be done. Being able to take interview and survey my target for this assignment was a good experience as well. I had a learned a lot about the proper ways of constructing and instrument.
Observation
I observed that your Primary Data may not always match up your Secondary Data which is why it is important to conduct your own research because you may never know if trends change or people have differing opinions on the topic.
Findings
I found that using KOL's features as a base to evaluate the cartoons I have chosen really helped since they had constructed features fitting to use when comparing cartoons with each other. I was able to make use of what I read from secondary research into my primary research.
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