(iii) You definitely don't need to do the survey again, all you need to do is discuss anything that is surprising, given your hypothesis. So, for example, the surprising thing is that Cody Simpson's score is not that much lower than Justin Bieber's score. One way of trying to explain this is to say that Justin Bieber scores much higher on the "dance" and "storyline" components, and that these components are worth more/more important to viewers. A storyline, for example, allows the viewer to imagine that they are the characters in the story. When someone pretends they are the character in the story, they often feel the emotions that the characters are feeling. This emotion that is invoked in the viewer is constructed BY the viewer (through this process of imagination). So a storyline could increase the artistic value of the video in terms of a CONSTRUCTIVIST APPROACH TO ART. So since the addition of a storyline adds value both by (i) triggering the imagination/intellect AND (ii) allowing for the perceiver to construct their own emotional responses to the video, the score for "storyline" should maybe be counted as worth more than the score for "location." This could explain why Justin Bieber is much more popular than Cody Simpson.