Design Research Methodology / Primary Research
19.05.2022 - 19.06.2022 (Week 8 - Week 12)
Lulu Luisa Linardi / 0349358 / Bachelor of Design (Hons) in Creative Media
Design Research Methodology
Primary Research
LECTURES
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There are two main types of research into the media, which are qualitative research and quantitative research.
Quantitative Research
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 of your statistical or factual claims. Quantitative research through both primary and secondary research. The 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 downloads (example). However, using the quantitative research method often doesn't get much detail in regards to people's opinions, thoughts, and feelings.
The quantitative method primarily contains these below for the contents.
– Numbers
– Scales
– Charts
– Percentages
– Nationalities
– Demographics
– Social classes
– Ages
– Genders
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 detail on topics, as opposed to large quantities of statistical information. It is 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. It offers more useful information when understanding your target audiences and client needs.
Methods and Sources of Research
There are two different categories of research, which are primary and secondary research. Both quantitative research and qualitative research can be conducted through both primary research and secondary research. The distinction between them both is how they are conducted, and by who. 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.
Secondary Research
INSTRUCTIONS
Task 3: Primary Research
For this part, the students will be exposed to various methods, such as Qualitative – observation studies, interviews, and focus group as well as Quantitative – survey questionnaire to collect primary data for their study. All evidence to support data collection is to be organized well.
Students are to:
1. Select and justify suitable primary research methods relevant to the study (a minimum of one method is expected for this stage)
2. Carry out the research and collect data
I decided to use both methodologies (Qualitative and Quantitative) for my primary research. The quantitative method will be carried out using a survey questionnaire done in Google Forms. As for the qualitative method, I chose the online interview. An email will be sent to the participants and if they agree to participate in the interview, I will send them the second email containing the Google Forms link. The contents inside the Google Forms are different from the survey questionnaire one as this is addressed to the UI/UX experts.
The survey questionnaire succeeds to get 83 responses which already qualify the requirement. However, for the online interview, I only managed to receive one response, which made it difficult for me to compare and contrast the result for the research.
Here's the final submission for my primary research assignment. I will include the docs version of the primary research file.
FEEDBACK
WEEK 8
Independent Learning Week
WEEK 9
Try not to use “I” or “We” when writing your statement, use your name or third person. Dr. Hayati mentioned that my instrument and target audience may not be able to answer my research. It is more targeting the experts instead of the general public since my research is not easy to be understood by the general public. She gave me suggestions to find experts on the internet. Try not to use “I” or “We” when writing your statement, use your name or third person.
WEEK 10
Dr. Hayati told students to think carefully while designing the questions and make sure to create a question that is related to your research topic areas so it will help you to answer the research objectives and research questions. She also ordered us to finish the question quickly so that we can have a longer time to receive the responses and process them.
WEEK 11
Dr. Hayati gave me a suggestion to add numbers before my question in Google Forms so the respondents won’t be confused with the order. It will also help me when gathering the data before doing the analysis. She also ordered me to find more experts and don’t just focus on those 9 experts.
WEEK 12
Dr. Hayati suggested me to contact Taylor’s alumni that are working in the UI/UX industry since I haven’t received any responses yet for my email interview. She also gave me their contact (email) and Behance profile so I can reach them. I was also told to revise my critical review.
REFLECTIONS
WEEK 8
I decided to conduct my research using a quantitative research method with a questionnaire (Google Forms) as the instrument. I plan to have social media users who are actively using the platform and follow every new update of it.
WEEK 9
I have my instrument 70% ready, the reason why I chose it, and some of the questions that probably will be used later, so I shared it with the lecturer in the tutorial session. After getting feedback from Dr. Hayati, I realized that my target audience is not just the general public, but it targets the experts. So I started searching for some UI/UX experts in social media.
WEEK 10
I decided to keep the quantitative research for my research methodology because I’m still not sure whether the experts will respond to my email or not, so I keep it just in case I don’t get what I expected. I started to finalize my instrument by repairing some of the questions for the questionnaire and adding some new questions. As for my qualitative research, I also began designing the questions while looking for experts on LinkedIn and Instagram. I really have a hard time searching for the UI/UX experts and their contact. At the end, I only managed to email 9 experts and I’m waiting for their replies at the moment.
WEEK 11
The respondents of my survey questionnaire finally reached 80 respondents (update: it is 83 responses collected). However, I got no one responding to my email interview so I have to wait patiently. While waiting I decided to find more experts so I can have a backup key.
WEEK 12
I was a bit frustrated because it is already on Week 12, but there’s still nobody filling out the Google Forms link that I sent. Even though there are 4 out of 6 experts are willing to participate, none of them is completing the interview. Due to that, I can’t start doing the analysis on that, and can only proceed with the data that I collected from the survey questionnaire.