Design Research Methodology Primary Research
Nitish A/L Naveen Kumar 0346592
Bachelor of Design HONOURS in Creative Media
Design Research Methodology
Primary Research
INSTRUCTIONS
LECTURES
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Quantitative Research
- Qualitative Research
Quantitative Research
Quantitative Research
uses 9 ways to conduct the method which are:
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Numbers
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Scales
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Charts
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Percentages
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Nationalities
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Demographics
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Social Classes
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Ages
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Genders
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
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There are two different categories
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Primary research
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Secondary research
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The distinction between them both is how they are conducted, and by
who
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Primary research is done by ourselves
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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.
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
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Several different topics such as audience profiling, demographics,
consumer behavior, consumer attitudes, and audience awareness.
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The pros to conducting audience research are that it helps producers
understand and communicate with their target audiences.
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Using questionnaires.
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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
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This could be researched into different areas such as things like your
product's market, any competition, competitor analysis, and advertising
placement.
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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
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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.
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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.
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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.
Primary Data Collection For Creative Media Researchers
Fig 1.0 Qualitative Vs Quantitative Research
Fig 1.1 Digital Vs Traditional Research Pros and Cons
Examples of Primary Research Methods
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Interviews (telephone or face-to-face)
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Surveys (online or mail)
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Questionnaires (online or mail)
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Focus groups
- Visits to competitors' locations
Fig 1.4 Online & Offline Quantitative & Qualitative Interviews
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.
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
Fig 1.0 Primary Research Draft 1
Fig 1.1 Primary Research Final Draft
FINAL OUTCOME
Fig 1.2 Final Primary Research PDF
FEEDBACK
General Feedback: no feedback due to ILW
Specific Feedback: no feedback due to ILW
WEEK 9
General Feedback: Make sure the questionnaire relates back to your assignment 1 research objective and questions as well as the findings from your assignment 2.
Specific Feedback: Please do the primary research fast as the method to collect data has a short period of time.
WEEK 10
General Feedback: Dont have to state who you are on the questionnaire just put ‘researcher’. Have a short intro for the participants to know what the questionnaire is all about.
Specific Feedback: Have to rephrase the sentence as it doesn't sound right, make sure the questions are not biased, some of the questions are repeating so just join them or group them together, don't just use yes/no use agree/disagree, multiple choices, linear scale to enhance the questionnaire.
WEEK 11
General Feedback: For those who do questionnaire surveys and cant reach 80 respondents in time send the data collected first then update it later in the research reflection report.
Specific Feedback: Should have started to send out the questionnaire survey last week after feedback because the window duration to collect the data is small to submit the next assignment.
WEEK 12
General Feedback: No Feedback
Specific Feedback: No Feedback
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