Design Research Methodology // Primary Research
20.10.22 - 13.11.22 (Week 8- Week 11)
Emelyne How Sok Hing (0352938) 
Bachelor of Design (Hons) Creative Media
Design Research Methodology // Primary Research
LECTURES
Week 8:
In-depth instruction on the various approaches to data research was the focus of this week's lecture.
As for instance, there are two types of research method:
1. Quantitative Research Approach
2. Qualitative Research Methodology
Quantitative research can be done by doing a survey, google forms and so on.
Qualitative research can be done by film reviews, game reviews, fan based websited, interviews and attitudes to media products, responses to news coverage, responses to advertising campaigns, and focus groups and discussions.
Interviewing in qualitative research
•qualitative interviews -different from interview used in quantitative research
•less structured than interviews used in survey research
•two main types: unstructured and semi-structured
•flexible: can accommodate respondents’ views
Questions to ask to find the purpose of doing a qualitative research interview:
What? Who? Where? Why? When? How?
We also learned about primary data collection. Some examples of primary research methods could be interviews (telephone or face-to-face), surveys (online or mail), questionnaires (online or mail), focus groups, visits to competitiors' locations.
Additionally, we received information on how to conduct a visual analysis.
INSTRUCTIONS
Week 8:
For my Primary research, I have decided to make use of the qualitative research methods. One of them would be to conduct an unstructured interview with different artists related to my research topic. The other one would be to conduct a visual analysis on two movies that is 'Spirited Away' and 'Inside Out'.
Here's the formatted email that we were asked to send to our interviewees.
Figure 1.0 PDF of email sent, 29th October 2022
Week 10:
In order to interview artists that would be relatable to my research topic, I conducted some research online but mostly used Instagram to get more chance to reach out to people easily. Here's the list of interviewees that I found and their response as well.
Figure 1.1 PDF of list of interviewees, 3rd November 2022
After waiting for around a week, only one of the interviewee in the list actually answered to my questions.
Here's the evidence of the interviewee's response:
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| Figure 1.2 Interviewee's response, 9th November 2022 |
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| Figure 1.3 Interviewee's answers, 9th November 2022 |
After gathering the necessary information, I put all together my primary research and data collection in a powerpoint slide.
Final Proposal - Primary Research
Figure 1.4 Final Proposal for Primary Research, 13th November 2022
FEEDBACKS
Week 9:
General feedback:
We need to submit our work as google slides
Specific feedback:
Review my questions for the interview and try to find a second instrument for my primary research.
Week 10:
General feedback:
Again avoid being biased for the questions during an interview or even surveys.
Specific feedback:
Be more diplomatic when asking the questions. It would be sufficient if I can have either an email or face-to-face interview. When the interviewees reply and accept to do the interview, I need to go and find specific information about them and their work so that the questions can be specific.
Week 11:
General feedback:
Try to put evidence that you reached out to your interviewee. Do a table to compare and contrast findings from the visual analysis.
REFLECTIONS
Week 9:
After the feedback session, I did feel more clear about what I should do or not and what was required from us and not. Additionally, after some reflection I managed to organise and make a plan of what I needed to do and so on.
Week 10:
I knew what to do more accurately after last week's feedback, and it felt pretty simple to come up with the questions for my interview. Finding enough artists to interview was difficult because I had to spend a lot of time searching the internet for their contacts in order to get in touch with them. I was also able to choose a different tool for my investigation.
Week 11:
Doing a visual analysis was pretty okay to do. I did not encounter much difficulty in analysing the scenes, the words to describe the scenes came out easily. Concerning the interview, I was quite deceived by the response that I got since at first I had goals to have at least 5 responses but in the end only 1 answered. However, my interviewee’s answers were also helpful in my journey for this task.
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