week8

I am choosing formative research-focus groups.
My graduation project is about How to help the Single child Family when the only child become adult and leave the parents.I will be choosing a focus groups that which parents have only child.I need to know how they think,how to effect their life when their only child leave the family.It will supports my GP point.

movie

There are three (3) types of data collection methods in Field Studies. Intensive Interviewing, Group Interviewing and Observations. 

1) In Intensive Interviewing, the person giving the information is called an ‘informant’. Name the ‘informant’ in the movie and explain how he/she shares information with the researcher. 

In Field Studies, there are four (4) types of researchers. Overt Participant Observer, Overt Non-Participant Observer, Covert Participant Observer and Covert NonParticipant Observer. 

2) The researchers in the movie are overt observers. Name the character that is a participant observer and the one that is a non-participant observer. Describe how both of them collect information.

Field Studies is a combination of emic and etic research. 

3) In the movie, describe the kind of information gathered that can be constituted as emic/etic data

Group C_Qualitative research_Visual Anthropology

Qualitative research is designed to reveal a target population range of behavior and the perceptions that drive it with reference to specific topics or problems. It uses in-depth studies of small groups of people to guide and support the construction of hypotheses. Of course, the results of qualitative research are descriptive, but it is unpredictability. Qualitative research is used for seeking to gather an in-depth understanding of the essence of things. When we do some investigations, we always were surrounded by qualitative research which is a broad methodological approach that encompasses many research methods.

To understand a variety of human culture during its history, researchers investigated a number of complex humanities and physical sciences. That’s anthropology. In addition, Ethnography also explores and reveals human culture, but it represent graphically and writing.

Visual Anthropology belong to a form of qualitative research method, it is a subfield of social anthropology. It is good method to reveal the province of the subfield are studies of human vision, properties of media, the relationship of visual form and function, and applied, collaborative uses of visual representations. Visual Anthropology widely applied in our society. Many culture and human behavior were displayed into photograph, some information are not able to express by word describing data. However, Photo Ethnography, which using camera phones conveys their  behavior, attitudes, and emotions. It is Inexpensive and convenient to capture what you want at any moment. It can offer comprehensive perspective by through different forms. On the contrary, it is time-consuming,sometimes results are not real opinions of respondents.

In summary, as a designer, photo ethnography is significant tool, because i have a clear vision. I need to apply all kinds of research to express what emotion and attitude in my project. In short, I will deeper understand about design by a variety of research.  

Group B_Target audience profiling

First of all, what is the target audience profiling? The answer is that it creates the direct visual and design which reach ideal customer. People researched in some ways by Model, summarization and communication. In addition, competitive analysis is also a significant part. On coin has two side, target audience profiling also has some pros and cons.

On the one hand, these are advantages of target audience profiling. We need to know what customer interested, understanding for what customer spend their time and what customer are looking for. They spends time to do what they want. These are important information before starting research and investigation. If we don’t know what customer want, even we design and create a better product, but customers still never be interested in it. That is worthless. Certainly, better product development and consistency across business are necessary. On the other hand, these are about disadvantages of target audience profiling. It is a worse thing that it only can reach a limited customer. In addition, it would be expensive and time-consuming. Of course, we need more time to research more information about customers, so that better product will be satisfied. Better product is always expensive. Sometime, it might cause misunderstanding during process of researching , that’s inevitable.

Process of Conducting Target Audience Profiling, Firstly, we need to create demographic profiles. The reason is that our audience profile might include multiple targets, there are various of information about demographic customer profiles such as age, race, religion, gender, income level, profession, family size, education level and marital status. Secondly, we need to develop the buyer persona. We could record many characters of customers such as customer’s needs, wants, goals, desires, challenges, values and attitudes.   

Finally, we need to decide on a marketing persona. First, we Check their site analytics, which shows visitors came from ,what keywords they have used to find information and how long they could spend. Second, it is social media research which customers can ask question by Facebook, Twitter, Instagram or Snapchat. Thirdly, we need to ask audience questions. Surveys help us receive customers’ feedback and understand what product can be satisfied with customers.    

Group A_Summative research

After the outcome of an investigative process, whether the research is determined success or not, that’s summative research, which is also called ex-post research. It based on Quantitative research, certainly, it usually shows its objective. Data comparison and survey analysis are very common ways for summative research. It results by collecting specified data, however, the data must be correct and valid. So, it should be executed ideally and designed carefully. 

In addition, there are 5 methods of summative research. Firstly, Outcome evaluations, which is a significant final step in many research and experiment to estimate whether or not the results can be achieved and will be considered successful.Secondly, Impact evaluation, which assesses the changes that both the intended ones, as well as ideally the unintended ones. Thirdly, it is cost-effectiveness and cost-benefit analysis. We need to find out their dollar values and costs, otherwise, we can not identify what results standard are. That’s necessary. Fourthly, we need ensure further whether or not new problems exist and try to solve it as soon as possible. Lastly, Meta-analysis, which combines with multiple research outcomes to estimate and recognize what real problems are there.

Every coins have two sides, likewise, summative research has pros and cons. It can offer data which show many problem are there, and guides how we solve them by those problem solving data. It is not only good for identify effectiveness of the research, but also it can affect next project. On the contrary, in the process of summative research, we need to collect large volumes of data, it could be time consuming and expensive. It might not show initial motives by what  pattern we has observed. The analysis might a descriptive way and based on raw data. In short, summative research is still useful and accurate. It measure your project if it is a feasibility project, and remind you to avoid some same problem and guide the direction of the project.  

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