Design Research Methodology Assignment 3: Primary Research

20.10.2022 - 17.11.2022 ( week 8 - week 12 )
Len Hoi Yee / 0353430
Design Research Methodology/ Bachelor of Design in Creative Media
Assignment 3: Primary Research 

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Instructions 

Primary Research 

For primary research, we are required to choose at least 1 research instrument as our research method, it can be qualitative or quantitative methodology. For my primary research, I have decided to go for visual analysis as my first research instrument and Google form survey as my second research instrument which is a quantitative methodology. 

Well, Visual analysis and survey analysis are quite easy to carry out i guess? i suppose.... 

Primary Research plan:

In week 9, while I was designing the survey questions, I realised that.. IT'S NOT EASY.. there is a lot of thinking to do because as a researcher, you have to stay neutral and carry out the research without being biased. The research questions have to be designed in a way that it will be able to answer the research questions and achieve the research objectives. 

In week 11, I started working on visual analysis where I have chosen 4 Disney animations, 2 from the 1950's and 2 from the 2010's that can make the biggest contrast out of each other. 

Chosen Disney animation: 

• Cinderella (1950) 
• Sleeping Beauty (1959)
• Frozen (2013)
• Moana (2016)

Well, it is fun to rewatch the Disney animations again but it is not for entertainment purposes, I had to study the movie such as the portrayal of female characters,  their physical appearance, personalities, attitude, and behaviours. 

In week 13, I finally received all the responses even though it was just 72 responses, I started analysing the data by using tables, comparing between the changes in Disney animation from different years. By comparing the results, it is clear to see the differences and what has changed. Especially from the chart in section 3, where the question about physical appearance and personalities and behaviours were asked, it can be seen that the change is obvious, as majority of the respondents agreed with the change. 

By conducting the second research instrument, it not only allowed I, myself, the researcher of this research to see the obvious change and also to support my results in visual analysis but also allowed the respondents to notice that there is a change. 

The quantitative methodology allows us to obtain responses in a random sampling way. This is the best-unbiased method of conducting research. Therefore, in my opinion, these two instruments are the best to be used as a primary research method for my research. 

Final Outcome of Primary research

Google Form link: https://forms.gle/Mujh4tVAosKZPh2S6

Link to Primary Research in Google drive: 
https://drive.google.com/drive/folders/1XRUm7SE4Xft1H6wTF6jwRRPeZ9xm7HZP?usp=share_link

Feedback

Week 12 (17.11.2022)

You need to be able to analyse how the 76% people respond to the 1950’s animation despite they are young, because the 1950’s animations were produced way back then, so u need to know how to distinguish the differences and your interpretation of what they describe. You need to be able to read the data and make your interpretation. You analyse the questions that are the most significant one that will able to answer your research question and objectives. Have these 23 questions covered all ur research questions? Does it cover all your inquiries about ur objectives?

Week 11 (10.11.2022)

Under open-ended questions, there's a risk, so you have to think twice because there are irresponsible people and also people who are willing to share their experience. Section 2, question 3 in our society” sounds irrelevant, unless you add on “where do you come from” question in your demographic study.  Dont put “gender equality” in your title because you dont want people to know you’re already pre-conceived that.

Week 10 (03.11.2022)

For your section 2 question 2, maybe you could consider making a ‘direct to another section’ button if they answer ‘No’. Section 2 Question 4 is quite bias. Use Likert scale to ask for the respondents’ opinion and to avoid being bias. Then, you can add on “Please express your view” and make this not mandatory to answer, so participants have choice. Try to connect your questions to your main research topic.Gender equality is not just the appearance, but also the behaviour.

Week 9 (27.10.2022)

Everyone defines “past” and “present” differently. You must justify all these selections well. Define all the pros and cons for choosing those, in line with the target objective u wanna achieve. You can start mind-mapping the criteria of a female character (physical appearance, a checklist,) a control structure, element to look at so you dont miss it when you do ur observation. You can have one objective to a few questions, the questions are inter-related. Try not to be bias in your questionnaires. Be more specific in your questions.