Design Research Methodology / Assignment 2
21.4.2022 - 12.5.2022(Week 4 - Week 7)
Chang Jia Yee / 0350402 / Bachelor of Design in Creative Media
Design Research Methodology
Assignment 2 : Critical review
QUICK LINKS
LECTURES
Week 6
Two main types of research into the media - Quantitative and
Qualitative Research
Quantitative Research - primarily
- Numbers
- Scales
- Charts
- Percentages
- Nationalities
- Demographics
- Social classes
- Ages
- Genders
NEGATIVES to quantitative research
Don't get much detail in regards to people's opinions, thoughts and
feelings.
Qualitative Research
different to quantitative research
• It gives us different types of
information.
• Qualitative research 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 of qualitative research
Offers more useful information when understanding your target audiences
and client needs.
There are lots of different reasons and purposes you may be 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
• several different topics such as
audience profiling, demographics,
consumer behaviour, consumer attitudes and audience awareness.
• The pros to conducting audience
research is that it helps producers
understand and communicate with their target audiences.
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 is that you can not only start to make budgets, equipment lists,
contacts personnel 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 film maker will find the value in this as they
may be trying to create something original and use new methods or
technologies.
Week 7
Primary Data Collection for Creative Media Researchers
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+quant and qual+qual
• Transformative research frameworks –
e.g. participatory research, feminist research, decolonising
methodologies, activist research
Examples of Primary Research methods
•Interviews (telephone or face-to-face)
•Surveys (online or mail)
•Questionnaires (online or mail)
•Focus Groups
•Visits to competitors' locations
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.
Focus Group (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 nature situations or settings. In creative media,
observational study may involve, watching video, animation, film and
others.
INSTRUCTION
First Critical Review Submission
Revised Critical Review
Reflection
I think assignment 2 is the most difficult for me, because I need to spend a lot of time reading and understanding the content, which takes a long time and energy to complete. But the knowledge gained in this process is also very much to me. Through continuous reading, you can learn new knowledge by warming up the old and learning new things, and then you can learn new knowledge by reading the same article. When doing this assignment, I will feel that time is short, and I will want to finish it quickly while ensuring the quality, because other courses also have a considerable workload waiting for me to finish.
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