10.09.2022 - 12.10.2022 / Week 7 - 11
Yung Siew Weng / 0339847
Design Research Methodology / Bachelor of Design (Hons) in Creative Media
Project 3 / Primary Research
LECTURES
#WEEK 6
DRM LECTURES #6: Quantitative and Qualitative Research
# Important Notes :
1. Main Types of Research into the Media
- Quantitative Research (numbers, scale, charts...)
- Qualitative Research (game reviews, interviews and attitudes to media products...)
2. Quantitative Research
- useful when collecting and documenting large quantities of information
- 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.
Negatives: don't get much detail in regards to people's opinions, thoughts and feelings.
3. Qualitative Research
- gives us different types of information
- study 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 audience and client needs.
4. Methods and Sources of Research
- two different categories of research; primary and secondary data.
DRM LECTURES #6: Research Strategy
# Important Notes :
1. What is Research Strategy?
- the general orientation to the conduct of social research.
- quantitative and qualitative
- striking differences in terms of role of theory, epistemological issues, and ontological concerns.
2. Influences on the conduct of social research
a. Values
- personal beliefs and feelings of the researcher
- develop affection or sympathy .. for the people being investigated
- difficulty of disentangling researcher's stance as a social scientist from their subject's perspective
b. Pratical considerations
- all social research is coming-together of the ideal and feasible.
- while practical considerations may seem rather mundane and uninteresting compared with the lofty realm inhabited by the philosophical debates surrounding such decisions about epistemology.
3. Differences between the structured and qualitative interviews
Fig 1.1 differences between quantitative and qualitative interviews
#WEEK 7
DRM LECTURES #7: Primary Data Collection for Creative Media Researchers
# Important Notes :
1. Field of Creative Research Methods (4 categories)
a. Arts- based research
For example, visual arts, performance arts, textile arts.
b. Research using technology
For example, social media, apps, computer/ video games.
c. Mixed methods research
For example, traditionally qualitative + quantitative, quantitative + quantitative, qualitative + qualitative.
d. Transformative research frameworks
For example, participatory research, feminist research, decolonising methodologies, activist research.
2. Qualitative Research vs. Quantitative Research
Fig 2.1 Qualitative Research vs. Quantitative Research
Basically, qualitative research had the objectives to gain an understanding of underlying reasons and motivations as well as to uncover prevalent trends in thoughts and opinion. Whereas, quantitative research is used to quantify data and generalise results from a sample to the population of interest.
Qualitative Research
- Uses descriptions and observations
- Data can be observed and not measured
- Considered to be subjective
- Helps to understand the underlying reasons, opinions and motivations.
- Uses either hypothesis or research question
- Data collection methods are semi-structured or unstructured
- The sample population is small
Quantitative Research
- Uses statistics
- Data can be measured accurately
- Considered to be objective
- Uncovers measurable data to formulate theories and facts and uncover patterns
- Mainly uses hypothesis
- Data collection methods are highly structured
- The sample population is large
3. Examples of Primary Research methods
Fig 2.2 Online and offline research methods
a. Quantitative Research: Questionnaires (online or mail)
Questionnaires 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.
b. Qualitative Research: Interviews (telephone or face-to-face)
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.
c. Qualitative Research:
Focus Group
Focus groups are a data collection method through a semi structured group interview process. Focus groups are moderated by a group leader and generally used to collect data on a specific topic.
d. Qualitative Research: Observational Studies
Observational studies 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 etc.
Project 3 : Primary Research
MODULE INFORMATION
INSTRUCTION
For this particular assignments, we are instructed to exposed to various methods, such as Qualitative - observation studies, interviews, and focus groups, as well as Quantitative -
survey questionnaires to collect primary data for their study. All evidence to support data collection should be organised well.
Requirements:
1. select and justify suitable primary research methods relevant to the study, A minimum of one method are expected for this stage.
2. Carry out the research and data collection.
EXPLORATION
After watching the class material and lectures slides provided, I gain a better understanding towards this assignment and start developing onto it.
#Draft Proposal 1 @ week 9 progression check
Fig 3.1 Primary data, draft proposal 1 (week 9/ 27.10.2022)
Feedback _ Week 9 / 27.10.2022 @ Draft Proposal 1
General Feedback:
1. If you want to use visual analysis as your methodology, you have to interact and navigate the e-commerce applications.
2. You need to finalise your methodology, aim yourself to complete the questions on the weekend.
1. If you want to use visual analysis as your methodology, you have to interact and navigate the e-commerce applications.
2. You need to finalise your methodology, aim yourself to complete the questions on the weekend.
Specific Feedback:
1. When you design the question, you need to design in a non-buyer perspective, you need to have your parameters to navigate Shopee and Amazon.
2. You need to ask some questions about what challenges the users are facing.
3. Define some open ended questions and qualifying questions.
4. It is better to use a mix method to conduct the research instead of a single method.
Following after received the feedbacks given by Dr. Hayati, I continued my progress on designing the question. On this moment, I did spent a bit time exploring and thinking about the desire data collection method. In the end, I decided to take both qualitative and quantitative methods to conduct my research project.
#Draft Proposal 2 @ week 10 progression check
By this particular week, I did not showed my progression on class due to my personal issue but yet send the 2nd proposal draft on the weekend to Dr. Hayati via telegram for feedbacks and suggestions.
Fig 3.2 Primary data, draft proposal 2 (week 10/ 06.11.2022)
Feedback _ Week 11 / 09.11.2022 @ Draft Proposal 2
General Feedback:
Numbering is important, it will be worse when there is no number and difficult to describe the part.
Numbering is important, it will be worse when there is no number and difficult to describe the part.
Specific Feedback:
#Email Interview Question:
1. For the interview question #3 and #4, bold the UI and UX to differentiate the questions.
2. Think more questions that help you understand your research in depth, perhaps up to 10 questions for the experts.
3. Overall there is no issue with the question that you have designed but adding more questions might exploit the opportunity if you manage getting the experts to participate.
#Questionnaire Survey Question:
1. For section 2, the demographic question; you can add on an additional for the generation code "baby boomers" for the respondent was > 58 years old). Also, for the education level, if you indicated then you should add on “diploma” and “master” under the higher education level.
2. In order to achieve the consistency, add text towards all the descriptions.
3. For section 4 question #4, you need to put an image to indicate what is the “main icon”, perhaps upload a screenshot of the landing page of the application.
4. For section 4 question #5, 4 of the 5 answers in your checkbox are positive but without negative answers, suggested to balance the positive and negative.
5. For section 4 question #6, which mentioned about the shopee voucher and shopee coins, the word “aware” and “experience” consists of two different meanings. Perhaps you can change to “yes, I am aware”.
6. For section 4 question #8, it's fine.
7. The variable to represent the user-friendly for question 10 with awful is a bit too much, u may change the word to “non user-friendly at all” and “extremely user-friendly”.
8. For Amazon or the section below, refer to the feedback that was provided towards Shopee (section 4) and apply it.
9. You may insert an image (logo of the application) for each section to make the respondents more clear about what is the section referred to.
1. For section 2, the demographic question; you can add on an additional for the generation code "baby boomers" for the respondent was > 58 years old). Also, for the education level, if you indicated then you should add on “diploma” and “master” under the higher education level.
2. In order to achieve the consistency, add text towards all the descriptions.
3. For section 4 question #4, you need to put an image to indicate what is the “main icon”, perhaps upload a screenshot of the landing page of the application.
4. For section 4 question #5, 4 of the 5 answers in your checkbox are positive but without negative answers, suggested to balance the positive and negative.
5. For section 4 question #6, which mentioned about the shopee voucher and shopee coins, the word “aware” and “experience” consists of two different meanings. Perhaps you can change to “yes, I am aware”.
6. For section 4 question #8, it's fine.
7. The variable to represent the user-friendly for question 10 with awful is a bit too much, u may change the word to “non user-friendly at all” and “extremely user-friendly”.
8. For Amazon or the section below, refer to the feedback that was provided towards Shopee (section 4) and apply it.
9. You may insert an image (logo of the application) for each section to make the respondents more clear about what is the section referred to.
After receiving the feedbacks and suggestions regarding to my questions, I continued make amendments towards it and show the amendments to Dr. Hayati during the class hours (week 11).
#Revised Draft Proposal 2 @ week 11 progression check
Fig 3.3 Primary data, Draft Proposal 3 (week 11/ 10.11.2022)
Feedback _ Week 11 / 10.11.2022 @ Revised Draft Proposal 2
General Feedback:
No need to mention you as a first year degree student, student ID and the module name.
No need to mention you as a first year degree student, student ID and the module name.
Specific Feedback:
1. Questionnaire Survey : If you have the intention of making the user recall, it is considered as non UI/UX design but more to branding. Suggest you change the question from “Based on your first thought, what color do you think represents Shopee?” to “Based on your first thought, what colour do you think best to represent Shopee?”.
2. Email Interview : the minimum sample size that is suggested for the email interview is 5-10 pax.
#Phase I : Qualitative Methodology - Online Interview
#Phase II : Quantitative Methodology - Questionnaire survey
//Full PDF primary data//
Fig 3.4 Primary data Final, PPT (week 12/ 20.11.2022)
FEEDBACK
Week 9 / 27.10.2022 @ Draft Proposal 1
General Feedback:
1. If you want to use visual analysis as your methodology, you have to interact and navigate the e-commerce applications.
2. You need to finalise your methodology, aim yourself to complete the questions on the weekend.
1. If you want to use visual analysis as your methodology, you have to interact and navigate the e-commerce applications.
2. You need to finalise your methodology, aim yourself to complete the questions on the weekend.
Specific Feedback:
1. When you design the question, you need to design in a non-buyer perspective, you need to have your parameters to navigate Shopee and Amazon.
2. You need to ask some questions about what challenges the users are facing.
3. Define some open ended questions and qualifying questions.
4. It is better to use a mix method to conduct the research instead of a single method.
Week 11 / 09.11.2022 @ Draft Proposal 2
General Feedback:
Numbering is important, it will be worse when there is no number and difficult to describe the part.
Numbering is important, it will be worse when there is no number and difficult to describe the part.
Specific Feedback:
#Email Interview Question:
1. For the interview question #3 and #4, bold the UI and UX to differentiate the questions.
2. Think more questions that help you understand your research in depth, perhaps up to 10 questions for the experts.
3. Overall there is no issue with the question that you have designed but adding more questions might exploit the opportunity if you manage getting the experts to participate.
#Questionnaire Survey Question:
1. For section 2, the demographic question; you can add on an additional for the generation code "baby boomers" for the respondent was > 58 years old). Also, for the education level, if you indicated then you should add on “diploma” and “master” under the higher education level.
2. In order to achieve the consistency, add text towards all the descriptions.
3. For section 4 question #4, you need to put an image to indicate what is the “main icon”, perhaps upload a screenshot of the landing page of the application.
4. For section 4 question #5, 4 of the 5 answers in your checkbox are positive but without negative answers, suggested to balance the positive and negative.
5. For section 4 question #6, which mentioned about the shopee voucher and shopee coins, the word “aware” and “experience” consists of two different meanings. Perhaps you can change to “yes, I am aware”.
6. For section 4 question #8, it's fine.
7. The variable to represent the user-friendly for question 10 with awful is a bit too much, u may change the word to “non user-friendly at all” and “extremely user-friendly”.
8. For Amazon or the section below, refer to the feedback that was provided towards Shopee (section 4) and apply it.
9. You may insert an image (logo of the application) for each section to make the respondents more clear about what is the section referred to.
1. For section 2, the demographic question; you can add on an additional for the generation code "baby boomers" for the respondent was > 58 years old). Also, for the education level, if you indicated then you should add on “diploma” and “master” under the higher education level.
2. In order to achieve the consistency, add text towards all the descriptions.
3. For section 4 question #4, you need to put an image to indicate what is the “main icon”, perhaps upload a screenshot of the landing page of the application.
4. For section 4 question #5, 4 of the 5 answers in your checkbox are positive but without negative answers, suggested to balance the positive and negative.
5. For section 4 question #6, which mentioned about the shopee voucher and shopee coins, the word “aware” and “experience” consists of two different meanings. Perhaps you can change to “yes, I am aware”.
6. For section 4 question #8, it's fine.
7. The variable to represent the user-friendly for question 10 with awful is a bit too much, u may change the word to “non user-friendly at all” and “extremely user-friendly”.
8. For Amazon or the section below, refer to the feedback that was provided towards Shopee (section 4) and apply it.
9. You may insert an image (logo of the application) for each section to make the respondents more clear about what is the section referred to.
Week 11 / 10.11.2022 @ Revised Draft Proposal 2
General Feedback:
No need to mention you as a first year degree student, student ID and the module name.
No need to mention you as a first year degree student, student ID and the module name.
Specific Feedback:
1. Questionnaire Survey : If you have the intention of making the user recall, it is considered as non UI/UX design but more to branding. Suggest you change the question from “Based on your first thought, what color do you think represents Shopee?” to “Based on your first thought, what colour do you think best to represent Shopee?”.
2. Email Interview : the minimum sample size that is suggested for the email interview is 5-10 pax.
Week 12 / 17.11.2022 @ Progression Review
Specific Feedback:
#Primary Data:
#Research Reflection Report:
1. You can describe your process/journey from confusion to clarity.
1. You should not stop the responses even though the semester has ended. In fact, you should copy the data to another place and continue the data collection
2. You might need some baby boomers to balance the age group.
#Research Reflection Report:
1. You can describe your process/journey from confusion to clarity.
REFLECTION
Week 8
This week, I spent some time recharging myself and even raced back to do prior tasks that I had neglected, such as blogspot and lectures. This week appears to be more peaceful and serene, as the fact that the effort has been increased. Moreover, I spent some time researching the upcoming task, I was still able to identify a viable methodology that suited my study proposal.
Week 9
This week, I spent some time reviewing the class material and starting to draft the primary data methodology. Before receiving feedback from Dr. Hayati, it can be said to be a bit lost. But fortunately, I gained more ideas and knowledge after the session and realized that I should speed out my progress to prevent any snowball effect on this particular assignment.
Week 10
I was feeling under the illness throughout this particular week, which added to my sense of anxiety. I spent several hours developing questions for experts and users in order to prevent the ongoing snowball effect. It's crucial to highlight that it's tough to concentrate on the screen, investigate, and finalize the questions, which gives me the impression that my brain is “out of service”. Fortunately, I was able to speed things up and even finalize the desired methodology, despite the facts of personal concerns.
Week 11
Since this assignment was due during the busiest week of the semester, I felt a little overwhelmed that particular week. I must effectively manage my time to fulfill the necessity to contact the expert and get information from the users in order to keep this particular assignment moving forward. At first, I was worried since it looked impossible to achieve the goal of at least 80 pax sample size and reaching out to at least 5 specialists within 3 days. I was in such a daze at the time since I was unsure of how to conduct the email interview and ensure that the expert responded to my request. The most fortunate and warm thing is that a buddy assisted me in distributing the questionnaire form, allowing me to meet the minimum contribution of 80 respondents in a day. Additionally, the specialists are so friendly and willing to help me with my study. Overall, even if I consider myself to be incomplete or just partially complete for this week, I felt moved by the experience of connecting and reaching out to the expert.
Week 12
For this particular week, Dr. Hayati used the entire time on a private channel this week to offer us comments on the semester in general and to review our progress on primary data. It may be said that I am anxious since I haven't finished my primary data analysis yet. It was because I had originally intended to divide the four days into two for data collecting and two for analysis, but the facts indicate that I am unable to do the analysis in this short amount of time. Although initially I believed the analysis should include an overview of the data collection methods, it ultimately fell short of my expectations. Despite having a slew of other modules handed to me, I spent considerable time generating and analyzing the data, resulting in more than 250 pages. Overall, it can be claimed that I have gained more information and ideas regarding user interface and user experience as a result of my data gathering experience, which I feel has benefitted me and my future in this area.
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