Research & Development Materials: Activity 7

The purpose of this questionnaire is to measure the influence of Anime culture in youth lifestyle nowadays. The questionnaire is for marketing research purpose, which will support the idea of using the Anime style for the campaign animation.
The targeted audience has been identified in the questionnaire and they are the creative young people who study or work in creative environment. I expect to receive 20% response rate from E-mails and online survey. I used web-based product called SurveyMonkey to design my questionnaire and share the link online. Web based questionnaire are accessible to the majority of any population and they tend to attract young and more active people.

The other expected 80% response rate will be handed out personally. Face-to-face questionnaire are straightforward and cost effective as they deliver the required questions directly to the targeted respondents.
The “List” type will be used for my questions, which has several lists to tick in the appropriate box. There are many tools to analyse the collected quantitative data and present the final results of the questionnaire. 

I think the best way to illustrate the data is by using “Scale” format. It is the suitable way to demonstrate the results, for example using vertical bar chart.
The questionnaire is printed in good quality, also consisting of only one page. It isn’t dense with the way it’s presented to the respondents, but it’s clear and simple and will capture their attention; making them interested in completing the ten easy-to-answer questions. 

Iused closed-ended questions, which are straightforward and written in plain English format. The questionnaire pilot and the instruction are written with different colour and font. Also, the tick boxes are in line and aligned to the right side of the sheet that will fasten ticking the responses. Separating each question from the next with a black line also help to make the questionnaire easier to read. The instrument method used to collect data from participants has a particular set of ethical values that have been considered before proceeding any further.

Justifying the aim of the collected data and to whom it is beneficial have been briefly explained at the top of the questionnaire. Defining the instrument purpose will make the subject understandable and determine the conclusions that can be drawn from it.
Privacy, anonymity and confidentiality are given absolute importance while collecting the data from participants. It’s used in place of identifying required information to protect responses data as it’s not linking individual responses with participants’ identities. Providing anonymity of information collected from research participants means that the project does not collect identifying information of individual subjects (e.g., name, address, Email, Student ID etc.). 

Maintaining confidentiality of information collected from research participants means that only the individuals of the research team can identify the responses of participants.
I piloted the questionnaire on the same group of participants. Using the questionnaire pilot, I asked them if the questions seemed straightforward. After finalizing the questionnaire according to results of the pilot, most of them agreed that:

• Answering the questionnaire took less time than they’ve expected
• The questions were focused into the subject of the research
• Questions were understandable and easy to answer
• Examples and meaning were clear
• No questions made them feel uncomfortable or embarrassed
• The layout was acceptable and simple to follow and read

The questionnaire pilot process checked the designed instrument reliability to assess to what extent it’s likely to be reliable. Validity of the instrument came through the questions that measured and described what it is supposed to investigate.  The questionnaire provided briefed definitions and examples for any terminologies has been used in the questions. All the questions were answered which meant that the instrument offered interpretations for respondents to follow from them.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             
The questions have been ordered logically and follow each other sequentially, so that made the respondents feel more comfortable. The transitions between questions are smooth. The first question was general as an entry to follow-up into the other specific ones to avoid confusion.

The imbedded assumptions within the instrument:

• The respondents are aware of their privacy and anonymity (no personal information will be collected).
• The targeted audience are young creative people aged 16-24 years old.
• The questionnaire will be in English.
• The questionnaire’s period is only four days.
• The questionnaire has two formats, printed and web-based instrument.