Design Research Methodology / Research Implementation

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23/08/2021 - 13/09/2021 / Week 1 - Week 4

Ngu Kah Shin / 0347666

Design Research Methodology / B' in Creative Media / Taylor's Design School

Assignment 3: Research Implementation


 LECTURES 

 Week 6 

Quantitative Research
  • Primarily:
    • Numbers 
    • Scales
    • Charts,
    • Percentages
    • Nationalities
    • Demographics
    • Social classes
    • Ages
    • Genders
  • useful when collecting and documenting large quantities of information
  • collating research files into target audiences and backing up any of your statistical or factual claims
  • Quantitative research through both primary and secondary research
  • most common ways are through, programme ratings, readership circulation figures, hits on reliable websites, box office figures, and sales of movie/s shown or iTunes download (example)
  • NEGATIVES to quantitative research 
    • don't get much detail in regards to people's opinions, thoughts, and feelings.  

Qualitative Research
  • Primarily:
    • film reviews
    • game reviews
    • fan-based websites
    • interviews and attitudes to media products
    • responses to news coverage
    • responses to advertising campaigns
    • focus groups and discussions

Methods and Sources of Research
There are two different categories of research:

  • Primary research is research you have gone out and done yourself
  • Secondary research is research you use that has already been completed by someone else. 

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. 
  • The cons however to conducting audience research is that the information may not tie in with your product, and you may have to change certain aspects of your content just so it has an audience. 
  • This is not exclusively bad depending on how you look at it, but it does affect your creative choices and reduce freedom within one's own work.

Market Research
  • This could e research into different areas such as things like your product's market, any competition, competitor analysis, and advertising placement. 

Production Research
  • Production research is very broad and covers as much or as little as you want 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. 
  • The pros to conducting production research are that you can not only start to make budgets, equipment lists, personnel contacts, and location recces, but you can also justify your own 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 

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+quantand qual+qual
  • Transformative research frameworks 
    • E.g. participatory research, feminist research, decolonizing methodologies, activist research
Examples of Primary Research methods

  1. Questionnaires - Quantitative
    • Research Questionnaire is 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.
  2. 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.
  3. 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.
  4. 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, observations are a systematic way to collect data by observing people in natural situations or settings. 
    • In creative media, observational study may involve, watching videos, animation, film, and others.
 INSTRUCTIONS 



FINAL SUBMISSION

Research Implementation (PDF)


 REFLECTION 

We were required to conduct our very own primary research method based on our research’s quantitative or qualitative approach. I have learned the differences between quantitative and qualitative and which primary data collection method will be the most appropriate for each context. There is no single best method as each of the methods has its own pros and cons depending on what your research objectives are and what questions you want to be answered.

The biggest understanding that has progressed from this assignment is how much nudging techniques are applied in apps even on those apps that are supposed to “help” improve your life. I also came to a realization that although nudges can sound like they are manipulative or persuasive, some nudges can be helpful to us by directing us in a favorable way. For instance, a notification pop-up reminds you to drink water and stay hydrated.

This task was the most draining out of all due to the nature of the task requirements. Some of my peers had to conduct surveys or discussions in focus groups. I chose to pursue visual analysis as this is the most beneficial method for my research objectives. It was both fascinating and wearying throughout the whole assignment because it requires a lot of effort. Be that as it may, I personally learned the most from this task because I had to do a lot of intensive research and hands-on work where I had to go on
Google Playstore to find the most fitting apps and then perform visual analysis on them. All in all, this task was tedious and stressful but made me more knowledgeable and I strongly believe that this module is very beneficial for us as students and we can carry the wisdom learned here even well into years from now. I suppose I could have done much better if I had fewer assignments due at the same time. However, this is the reality and I should learn how to manage my time well and juggle between a few different tasks.

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