Week 8 - Week 11 : 19 May 2022 - 12 Jun 2022
Tan Yi Yun 0345559Bachelor of Design (Hons) in Creative Media
Task 3/Primary Data
Data Collection Primary & Secondary
- A term used to describe a process of preparing and collecting data
- Systematic gathering of data for a particular purpose from various
sources, that has been systematically observed, recorded and organized
- Data are the basic inputs to any decision making process in
business
Purpose of Data Collection
- To obtain information
- To keep on record
- To make decision about important issues
- To pass information on to others
Primary data
- Collected from the field under control and supervision of an
investigator
- Original data collected specially for the purpose in mind
- Generally afresh and collected for the first time
- Useful for current studies as well as for future studies
Quantitative Research
- numerical
- statistically reliable
- projectable to broader population
Sampling Methods :
- random samples
- may select those not in the target group
- sample sizes may need to be larger to be representative
- can be very expensive
Stratified or Segment Random Sampling :
- samples on the basis of a representative strata or segment
- still random but more focused
- may give more relevant information
- may be more cost effective
Quota Sampling :
- by segment
- not randomly selected
- specific number or each segment are interviewed
- may not be full representative
- cheaper method
Qualitative Research
- in-depth, insight generating
- non-numerical
- directional
- e.g. personal interviews, focus group and mini-groups
Observation Method : Through personal observation
Personal Interview : Through questionnaire
Telephone Interview : Through call outcomes, call timings
Mail Survey : Through Mailed Questionnaire
Secondary Data
- Data gathered and recorded by someone else prior to and for a purpose
other than the current project
- Secondary data is data that has been collected for another purpose
- It involves less cost, time and effort
- Data that is being reused, usually is a different context
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| Figure 1.1, Advantages and disadvantages of primary data, Week 7 (17/5/2022) |
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Figure 1.2, The ideal data collection process, Week 7
(17/5/2022) |
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Figure 1.3, Advantages and disadvantages of secondary data, Week 7
(17/5/2022) |
INSTRUCTIONS
Task 3 : Primary Data
Primary data is a type of data that is collected by researchers directly or first-handed from the main sources through interviews, surveys or experiments. For this task, we are going to select a minimum of one research method to conduct our primary data research.
I have implemented two research methods: online interview and visual analysis (focus group). These are the two instruments after well-consideration on the strengths and my ability to complete within a specific timeframe.
Online Interview
I chose to go for quantitative research to obtain data from the general public, specifically the animation lovers. I used Google Survey form to set the questions.
In the next consultation, I realized that the questions I developed are more suitable for the experts in the animation industry. I was suggested to go for the next level by interviewing experts. So, I decided to redesign the questions for experts after the consultation. The reason of approaching experts instead of general public is because most of the research questions requires professional answers that could provide useful insights about character designing.
After I modified and developed more questions, I inserted them in the Google Survey Form. I divided the questions into four sections: background, personal preferences toward animated films, character design, and feedback. There is a mixture of qualitative and quantitative questions in the questionnaire. The questionnaire is being approved as there are no biased questions.
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| Figure 1.4, Google Forms, Week 9 (26/5/2022) |
After finalizing the questionnaire, I then sent the email requests to request the experts to participate in her survey. The target respondent I am looking for should have at least three years of experience working in the animation industry (preferably character designer). The reason of conducting with experts is because they could provide more accurate and reliable information that applies to the entire animation industry. The requests are sent via online platforms, which include email, direct message on Instagram and WhatsApp.
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| Figure 1.5, Request for questionnaire interview, Week 10 (4/6/2022) |
I have gathered a total of 6 responses from the experts. I then compiled all the responses and analysed them in PowerPoint slides.
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Figure 1.6, Data collection and analysis, Week 12 (16/6/2022)
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Visual Analysis (Focus Group)
I researched on how to conduct visual analysis that could support her arguments. After I consulted with my lecturer, I found that visual analysis is dependent on my own interpretation unless referring to an existing theory. Although I have gained a suggestion to conduct a focus group study, I felt a bit stressful because I was not sure how to conduct it since there were only less than three days before the submission.
I decided to take the challenge to add one more instrument to my research. The visual analysis was conducted in focus group that focuses on visual analysing the Disney characters. A total of three 30-second video clips were presented for participants to watch before answering the questions. Each video clip comes along with four questions to ask about their thoughts and observations on the characters.
Video Clip #1 Frozen (2013)
Video Clip #2 Zootopia (2016)
Video Clip #3 Inside Out (2015)
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The visual analysis was conducted using Padlet. The purpose of this visual analysis is to obtain the emotional impact after watching the selected video clips and the observations of the design choices on the characters from the perspective of the experts in the industry. Similar to the first instrument, the target respondent is still among the experts (preferably character designer) who have at least three years of experience working in the animation industry.
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| Figure 1.8, Conducting of Visual Analysis, Week 12 (16/6/2022) |
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| Figure 1.9, Data Collection and analysis, Week 15 (7/7/2022) |
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| Figure 2.1, Data Collection and analysis, Week 15 (7/7/2022) |
Final Primary Data
Final Primary Data, Week 12 (19/6/2022)
FEEDBACK
Week 8:
Independent learning week
Week 9:
General feedback
Everyone should download their critical review article in Google Drive. The critical reviews from some students are too brief, and probably need to be revised. For Task 3 (Primary data), it is important to tie back your title, research objectives and research questions, not just for the convenience but for the purpose of getting your own research results. Some will need the point of view from experts.
Specific feedback
Mix method involves multiple instruments. Despite the fact that there are some open-ended questions in the Google survey, they are still considered quantitative. Findings will be treated as qualitative. Some of the questions I prepare are meant for experts. Maybe I can go to the next level by interviewing experts.
Week 10:
General feedback
Gather 80-100 responses if you are going for a public survey.
Specific feedback
It’s good to not have any biased questions. However, I can rethink and reflect on other possible questions to add in the survey form. Make full use of the questions since I am reaching out to experts of the field.
Week 11:
General feedback
Gather 80-100 responses if you are going for a public survey.
Specific feedback
Ms. suggested a few names for me to approach the experts in the animation industry and hopefully I can gather more responses. Visual analysis (observation) could be done as well but make sure there are no biased opinions.
Week 12:
General feedback
Make sure the primary data does not end at Week 12. Late responses should be jotted down in Task 4. For Task 4, the presentation slides would not be more than 20 pages.
Specific feedback
Try to find more respondents and see whether I could get more responses. Visual analysis is dependent on my interpretation unless I refer to an existing theory. If I redesign my question sets, it might affect my entire findings. A successful animation doesn’t necessarily mean that the characters are believable. If you want to conduct visual analysis, it would be easy to get biased and not reliable. Maybe I can try to conduct a focus group among three experts to get their feedback on character designs. My topic is not an easy task that requires certain professionalism.
Week 13:
Specific feedback
After I updated my progress on Primary Data, Ms. had given me a few more names for me to approach them.
REFLECTION
In short, the primary data is not as easy as it seemed to execute. This is the most challenging task compared to proposal and critical review because I had to deal with the outsiders. I felt a bit resistant to send email requests because I was afraid to bother others. When I received two responses out of seven requests, I was very excited and grateful at the same time towards those who are willing to spend time to help with my research. I became more courageous and motivated to send more email requests. I knew that I could not compare my work with my peer’s research because my research area requires professional opinions unlike others who can obtain data from the general public. The lecturer has also provided some assistance by suggesting some professionals who can provide useful insights to my study. At the end, I managed to gather six responses for the first method and two responses for the second method. Although I realized there are some weaknesses in my designed questions after getting feedback from the experts, I did not feel discourage but express my gratitude towards those who had help me and gave me suggestions throughout the journey.