descriptive research meaning with example

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Descriptive Research: Definition, Characteristics, Methods + Examples

Suppose an apparel brand wants to understand the fashion purchasing trends among New York’s buyers, then it must conduct a demographic survey of the specific region, gather population data, and then conduct descriptive research on this demographic segment.

The study will then uncover details on “what is the purchasing pattern of New York buyers,” but will not cover any investigative information about “ why ” the patterns exist. Because for the apparel brand trying to break into this market, understanding the nature of their market is the study’s main goal. Let’s talk about it.

What is descriptive research?

Descriptive research is a research method describing the characteristics of the population or phenomenon studied. This descriptive methodology focuses more on the “what” of the research subject than the “why” of the research subject.

The method primarily focuses on describing the nature of a demographic segment without focusing on “why” a particular phenomenon occurs. In other words, it “describes” the research subject without covering “why” it happens.

Characteristics of descriptive research

The term descriptive research then refers to research questions, the design of the study, and data analysis conducted on that topic. We call it an observational research method because none of the research study variables are influenced in any capacity.

Some distinctive characteristics of descriptive research are:

• Quantitative research: It is a quantitative research method that attempts to collect quantifiable information for statistical analysis of the population sample. It is a popular market research tool that allows us to collect and describe the demographic segment’s nature.
• Uncontrolled variables: In it, none of the variables are influenced in any way. This uses observational methods to conduct the research. Hence, the nature of the variables or their behavior is not in the hands of the researcher.
• Cross-sectional studies: It is generally a cross-sectional study where different sections belonging to the same group are studied.
• The basis for further research: Researchers further research the data collected and analyzed from descriptive research using different research techniques. The data can also help point towards the types of research methods used for the subsequent research.

Applications of descriptive research with examples

A descriptive research method can be used in multiple ways and for various reasons. Before getting into any survey , though, the survey goals and survey design are crucial. Despite following these steps, there is no way to know if one will meet the research outcome. How to use descriptive research? To understand the end objective of research goals, below are some ways organizations currently use descriptive research today:

• Define respondent characteristics: The aim of using close-ended questions is to draw concrete conclusions about the respondents. This could be the need to derive patterns, traits, and behaviors of the respondents. It could also be to understand from a respondent their attitude, or opinion about the phenomenon. For example, understand millennials and the hours per week they spend browsing the internet. All this information helps the organization researching to make informed business decisions.
• Measure data trends: Researchers measure data trends over time with a descriptive research design’s statistical capabilities. Consider if an apparel company researches different demographics like age groups from 24-35 and 36-45 on a new range launch of autumn wear. If one of those groups doesn’t take too well to the new launch, it provides insight into what clothes are like and what is not. The brand drops the clothes and apparel that customers don’t like.
• Conduct comparisons: Organizations also use a descriptive research design to understand how different groups respond to a specific product or service. For example, an apparel brand creates a survey asking general questions that measure the brand’s image. The same study also asks demographic questions like age, income, gender, geographical location, geographic segmentation , etc. This consumer research helps the organization understand what aspects of the brand appeal to the population and what aspects do not. It also helps make product or marketing fixes or even create a new product line to cater to high-growth potential groups.
• Validate existing conditions: Researchers widely use descriptive research to help ascertain the research object’s prevailing conditions and underlying patterns. Due to the non-invasive research method and the use of quantitative observation and some aspects of qualitative observation , researchers observe each variable and conduct an in-depth analysis . Researchers also use it to validate any existing conditions that may be prevalent in a population.
• Conduct research at different times: The analysis can be conducted at different periods to ascertain any similarities or differences. This also allows any number of variables to be evaluated. For verification, studies on prevailing conditions can also be repeated to draw trends.

Advantages of descriptive research

Some of the significant advantages of descriptive research are:

• Data collection: A researcher can conduct descriptive research using specific methods like observational method, case study method, and survey method. Between these three, all primary data collection methods are covered, which provides a lot of information. This can be used for future research or even for developing a hypothesis for your research object.
• Varied: Since the data collected is qualitative and quantitative, it gives a holistic understanding of a research topic. The information is varied, diverse, and thorough.
• Natural environment: Descriptive research allows for the research to be conducted in the respondent’s natural environment, which ensures that high-quality and honest data is collected.
• Quick to perform and cheap: As the sample size is generally large in descriptive research, the data collection is quick to conduct and is inexpensive.

Descriptive research methods

There are three distinctive methods to conduct descriptive research. They are:

Observational method

The observational method is the most effective method to conduct this research, and researchers make use of both quantitative and qualitative observations.

A quantitative observation is the objective collection of data primarily focused on numbers and values. It suggests “associated with, of or depicted in terms of a quantity.” Results of quantitative observation are derived using statistical and numerical analysis methods. It implies observation of any entity associated with a numeric value such as age, shape, weight, volume, scale, etc. For example, the researcher can track if current customers will refer the brand using a simple Net Promoter Score question .

Qualitative observation doesn’t involve measurements or numbers but instead just monitoring characteristics. In this case, the researcher observes the respondents from a distance. Since the respondents are in a comfortable environment, the characteristics observed are natural and effective. In a descriptive research design, the researcher can choose to be either a complete observer, an observer as a participant, a participant as an observer, or a full participant. For example, in a supermarket, a researcher can from afar monitor and track the customers’ selection and purchasing trends. This offers a more in-depth insight into the purchasing experience of the customer.

Case study method

Case studies involve in-depth research and study of individuals or groups. Case studies lead to a hypothesis and widen a further scope of studying a phenomenon. However, case studies should not be used to determine cause and effect as they can’t make accurate predictions because there could be a bias on the researcher’s part. The other reason why case studies are not a reliable way of conducting descriptive research is that there could be an atypical respondent in the survey. Describing them leads to weak generalizations and moving away from external validity.

Survey research

In survey research, respondents answer through surveys or questionnaires or polls . They are a popular market research tool to collect feedback from respondents. A study to gather useful data should have the right survey questions. It should be a balanced mix of open-ended questions and close ended-questions . The survey method can be conducted online or offline, making it the go-to option for descriptive research where the sample size is enormous.

Examples of descriptive research

Some examples of descriptive research are:

• A specialty food group launching a new range of barbecue rubs would like to understand what flavors of rubs are favored by different people. To understand the preferred flavor palette, they conduct this type of research study using various methods like observational methods in supermarkets. By also surveying while collecting in-depth demographic information, offers insights about the preference of different markets. This can also help tailor make the rubs and spreads to various preferred meats in that demographic. Conducting this type of research helps the organization tweak their business model and amplify marketing in core markets.
• Another example of where this research can be used is if a school district wishes to evaluate teachers’ attitudes about using technology in the classroom. By conducting surveys and observing their comfortableness using technology through observational methods, the researcher can gauge what they can help understand if a full-fledged implementation can face an issue. This also helps in understanding if the students are impacted in any way with this change.

Some other research problems and research questions that can lead to descriptive research are:

• Market researchers want to observe the habits of consumers.
• A company wants to evaluate the morale of its staff.
• A school district wants to understand if students will access online lessons rather than textbooks.
• To understand if its wellness questionnaire programs enhance the overall health of the employees.

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What is Descriptive Research and How is it Used?

Introduction

What does descriptive research mean, why would you use a descriptive research design, what are the characteristics of descriptive research, examples of descriptive research, what are the data collection methods in descriptive research, how do you analyze descriptive research data, ensuring validity and reliability in the findings.

Conducting descriptive research offers researchers a way to present phenomena as they naturally occur. Rooted in an open-ended and non-experimental nature, this type of research focuses on portraying the details of specific phenomena or contexts, helping readers gain a clearer understanding of topics of interest.

From businesses gauging customer satisfaction to educators assessing classroom dynamics, the data collected from descriptive research provides invaluable insights across various fields.

This article aims to illuminate the essence, utility, characteristics, and methods associated with descriptive research, guiding those who wish to harness its potential in their respective domains.

At its core, descriptive research refers to a systematic approach used by researchers to collect, analyze, and present data about real-life phenomena to describe it in its natural context. It primarily aims to describe what exists, based on empirical observations .

Unlike experimental research, where variables are manipulated to observe outcomes, descriptive research deals with the "as-is" scenario to facilitate further research by providing a framework or new insights on which continuing studies can build.

Definition of descriptive research

Descriptive research is defined as a research method that observes and describes the characteristics of a particular group, situation, or phenomenon.

The goal is not to establish cause and effect relationships but rather to provide a detailed account of the situation.

The difference between descriptive and exploratory research

While both descriptive and exploratory research seek to provide insights into a topic or phenomenon, they differ in their focus. Exploratory research is more about investigating a topic to develop preliminary insights or to identify potential areas of interest.

In contrast, descriptive research offers detailed accounts and descriptions of the observed phenomenon, seeking to paint a full picture of what's happening.

The evolution of descriptive research in academia

Historically, descriptive research has played a foundational role in numerous academic disciplines. Anthropologists, for instance, used this approach to document cultures and societies. Psychologists have employed it to capture behaviors, emotions, and reactions.

Over time, the method has evolved, incorporating technological advancements and adapting to contemporary needs, yet its essence remains rooted in describing a phenomenon or setting as it is.

Descriptive research serves as a cornerstone in the research landscape for its ability to provide a detailed snapshot of life. Its unique qualities and methods make it an invaluable method for various research purposes. Here's why:

Benefits of obtaining a clear picture

Descriptive research captures the present state of phenomena, offering researchers a detailed reflection of situations. This unaltered representation is crucial for sectors like marketing, where understanding current consumer behavior can shape future strategies.

Facilitating data interpretation

Given its straightforward nature, descriptive research can provide data that's easier to interpret, both for researchers and their audiences. Rather than analyzing complex statistical relationships among variables, researchers present detailed descriptions of their qualitative observations . Researchers can engage in in depth analysis relating to their research question , but audiences can also draw insights from their own interpretations or reflections on potential underlying patterns.

Enhancing the clarity of the research problem

By presenting things as they are, descriptive research can help elucidate ambiguous research questions. A well-executed descriptive study can shine light on overlooked aspects of a problem, paving the way for further investigative research.

Addressing practical problems

In real-world scenarios, it's not always feasible to manipulate variables or set up controlled experiments. For instance, in social sciences, understanding cultural norms without interference is paramount. Descriptive research allows for such non-intrusive insights, ensuring genuine understanding.

Building a foundation for future research

Often, descriptive studies act as stepping stones for more complex research endeavors. By establishing baseline data and highlighting patterns, they create a platform upon which more intricate hypotheses can be built and tested in subsequent studies.

Descriptive research is distinguished by a set of hallmark characteristics that set it apart from other research methodologies . Recognizing these features can help researchers effectively design, implement , and interpret descriptive studies.

Specificity in the research question

As with all research, descriptive research starts with a well-defined research question aiming to detail a particular phenomenon. The specificity ensures that the study remains focused on gathering relevant data without unnecessary deviations.

Focus on the present situation

While some research methods aim to predict future trends or uncover historical truths, descriptive research is predominantly concerned with the present. It seeks to capture the current state of affairs, such as understanding today's consumer habits or documenting a newly observed phenomenon.

Standardized and structured methodology

To ensure credibility and consistency in results, descriptive research often employs standardized methods. Whether it's using a fixed set of survey questions or adhering to specific observation protocols, this structured approach ensures that data is collected uniformly, making it easier to compare and analyze.

Non-manipulative approach in observation

One of the standout features of descriptive research is its non-invasive nature. Researchers observe and document without influencing the research subject or the environment. This passive stance ensures that the data gathered is a genuine reflection of the phenomenon under study.

Replicability and consistency in results

Due to its structured methodology, findings from descriptive research can often be replicated in different settings or with different samples. This consistency adds to the credibility of the results, reinforcing the validity of the insights drawn from the study.

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Numerous fields and sectors conduct descriptive research for its versatile and detailed nature. Through its focus on presenting things as they naturally occur, it provides insights into a myriad of scenarios. Here are some tangible examples from diverse domains:

Conducting market research

Businesses often turn to data analysis through descriptive research to understand the demographics of their target market. For instance, a company launching a new product might survey potential customers to understand their age, gender, income level, and purchasing habits, offering valuable data for targeted marketing strategies.

Evaluating employee behaviors

Organizations rely on descriptive research designs to assess the behavior and attitudes of their employees. By conducting observations or surveys , companies can gather data on workplace satisfaction, collaboration patterns, or the impact of a new office layout on productivity.

Understanding consumer preferences

Brands aiming to understand their consumers' likes and dislikes often use descriptive research. By observing shopping behaviors or conducting product feedback surveys , they can gauge preferences and adjust their offerings accordingly.

Documenting historical patterns

Historians and anthropologists employ descriptive research to identify patterns through analysis of events or cultural practices. For instance, a historian might detail the daily life in a particular era, while an anthropologist might document rituals and ceremonies of a specific tribe.

Assessing student performance

Educational researchers can utilize descriptive studies to understand the effectiveness of teaching methodologies. By observing classrooms or surveying students, they can measure data trends and gauge the impact of a new teaching technique or curriculum on student engagement and performance.

Descriptive research methods aim to authentically represent situations and phenomena. These techniques ensure the collection of comprehensive and reliable data about the subject of interest.

The most appropriate descriptive research method depends on the research question and resources available for your research study.

Surveys and questionnaires

One of the most familiar tools in the researcher's arsenal, surveys and questionnaires offer a structured means of collecting data from a vast audience. Through carefully designed questions, researchers can obtain standardized responses that lend themselves to straightforward comparison and analysis in quantitative and qualitative research .

Survey research can manifest in various formats, from face-to-face interactions and telephone conversations to digital platforms. While surveys can reach a broad audience and generate quantitative data ripe for statistical analysis, they also come with the challenge of potential biases in design and rely heavily on respondent honesty.

Observations and case studies

Direct or participant observation is a method wherein researchers actively watch and document behaviors or events. A researcher might, for instance, observe the dynamics within a classroom or the behaviors of shoppers in a market setting.

Case studies provide an even deeper dive, focusing on a thorough analysis of a specific individual, group, or event. These methods present the advantage of capturing real-time, detailed data, but they might also be time-intensive and can sometimes introduce observer bias .

Interviews and focus groups

Interviews , whether they follow a structured script or flow more organically, are a powerful means to extract detailed insights directly from participants. On the other hand, focus groups gather multiple participants for discussions, aiming to gather diverse and collective opinions on a particular topic or product.

These methods offer the benefit of deep insights and adaptability in data collection . However, they necessitate skilled interviewers, and focus group settings might see individual opinions being influenced by group dynamics.

Document and content analysis

Here, instead of generating new data, researchers examine existing documents or content . This can range from studying historical records and newspapers to analyzing media content or literature.

Analyzing existing content offers the advantage of accessibility and can provide insights over longer time frames. However, the reliability and relevance of the content are paramount, and researchers must approach this method with a discerning eye.

Descriptive research data, rich in details and insights, necessitates meticulous analysis to derive meaningful conclusions. The analysis process transforms raw data into structured findings that can be communicated and acted upon.

Qualitative content analysis

For data collected through interviews , focus groups , observations , or open-ended survey questions , qualitative content analysis is a popular choice. This involves examining non-numerical data to identify patterns, themes, or categories.

By coding responses or observations , researchers can identify recurring elements, making it easier to comprehend larger data sets and draw insights.

Using descriptive statistics

When dealing with quantitative data from surveys or experiments, descriptive statistics are invaluable. Measures such as mean, median, mode, standard deviation, and frequency distributions help summarize data sets, providing a snapshot of the overall patterns.

Graphical representations like histograms, pie charts, or bar graphs can further help in visualizing these statistics.

Coding and categorizing the data

Both qualitative and quantitative data often require coding. Coding involves assigning labels to specific responses or behaviors to group similar segments of data. This categorization aids in identifying patterns, especially in vast data sets.

For instance, responses to open-ended questions in a survey can be coded based on keywords or sentiments, allowing for a more structured analysis.

Visual representation through graphs and charts

Visual aids like graphs, charts, and plots can simplify complex data, making it more accessible and understandable. Whether it's showcasing frequency distributions through histograms or mapping out relationships with networks, visual representations can elucidate trends and patterns effectively.

In the realm of research , the credibility of findings is paramount. Without trustworthiness in the results, even the most meticulously gathered data can lose its value. Two cornerstones that bolster the credibility of research outcomes are validity and reliability .

Validity: Measuring the right thing

Validity addresses the accuracy of the research. It seeks to answer the question: Is the research genuinely measuring what it aims to measure? In descriptive research, where the objective is to paint an authentic picture of the current state of affairs, ensuring validity is crucial.

For instance, if a study aims to understand consumer preferences for a product category, the questions posed should genuinely reflect those preferences and not veer into unrelated territories. Multiple forms of validity, including content, criterion, and construct validity, can be examined to ensure that the research instruments and processes are aligned with the research goals.

Reliability: Consistency in findings

Reliability, on the other hand, pertains to the consistency of the research findings. When a study demonstrates reliability, this suggests that others could repeat the study and the outcomes would remain consistent across repetitions.

In descriptive research, factors like the clarity of survey questions , the training of observers , and the standardization of interview protocols play a role in enhancing reliability. Techniques such as test-retest and internal consistency measurements can be employed to assess and improve reliability.

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• What is descriptive research?

Last updated

5 February 2023

Reviewed by

Cathy Heath

Descriptive research is a common investigatory model used by researchers in various fields, including social sciences, linguistics, and academia.

Read on to understand the characteristics of descriptive research and explore its underlying techniques, processes, and procedures.

Analyze your descriptive research

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Descriptive research is an exploratory research method. It enables researchers to precisely and methodically describe a population, circumstance, or phenomenon.

As the name suggests, descriptive research describes the characteristics of the group, situation, or phenomenon being studied without manipulating variables or testing hypotheses . This can be reported using surveys , observational studies, and case studies. You can use both quantitative and qualitative methods to compile the data.

Besides making observations and then comparing and analyzing them, descriptive studies often develop knowledge concepts and provide solutions to critical issues. It always aims to answer how the event occurred, when it occurred, where it occurred, and what the problem or phenomenon is.

• Characteristics of descriptive research

The following are some of the characteristics of descriptive research:

Quantitativeness

Descriptive research can be quantitative as it gathers quantifiable data to statistically analyze a population sample. These numbers can show patterns, connections, and trends over time and can be discovered using surveys, polls, and experiments.

Qualitativeness

Descriptive research can also be qualitative. It gives meaning and context to the numbers supplied by quantitative descriptive research .

Researchers can use tools like interviews, focus groups, and ethnographic studies to illustrate why things are what they are and help characterize the research problem. This is because it’s more explanatory than exploratory or experimental research.

Uncontrolled variables

Descriptive research differs from experimental research in that researchers cannot manipulate the variables. They are recognized, scrutinized, and quantified instead. This is one of its most prominent features.

Cross-sectional studies

Descriptive research is a cross-sectional study because it examines several areas of the same group. It involves obtaining data on multiple variables at the personal level during a certain period. It’s helpful when trying to understand a larger community’s habits or preferences.

Carried out in a natural environment

Descriptive studies are usually carried out in the participants’ everyday environment, which allows researchers to avoid influencing responders by collecting data in a natural setting. You can use online surveys or survey questions to collect data or observe.

Basis for further research

You can further dissect descriptive research’s outcomes and use them for different types of investigation. The outcomes also serve as a foundation for subsequent investigations and can guide future studies. For example, you can use the data obtained in descriptive research to help determine future research designs.

• Descriptive research methods

There are three basic approaches for gathering data in descriptive research: observational, case study, and survey.

You can use surveys to gather data in descriptive research. This involves gathering information from many people using a questionnaire and interview .

Surveys remain the dominant research tool for descriptive research design. Researchers can conduct various investigations and collect multiple types of data (quantitative and qualitative) using surveys with diverse designs.

You can conduct surveys over the phone, online, or in person. Your survey might be a brief interview or conversation with a set of prepared questions intended to obtain quick information from the primary source.

Observation

This descriptive research method involves observing and gathering data on a population or phenomena without manipulating variables. It is employed in psychology, market research , and other social science studies to track and understand human behavior.

Observation is an essential component of descriptive research. It entails gathering data and analyzing it to see whether there is a relationship between the two variables in the study. This strategy usually allows for both qualitative and quantitative data analysis.

Case studies

A case study can outline a specific topic’s traits. The topic might be a person, group, event, or organization.

It involves using a subset of a larger group as a sample to characterize the features of that larger group.

You can generalize knowledge gained from studying a case study to benefit a broader audience.

This approach entails carefully examining a particular group, person, or event over time. You can learn something new about the study topic by using a small group to better understand the dynamics of the entire group.

• Types of descriptive research

There are several types of descriptive study. The most well-known include cross-sectional studies, census surveys, sample surveys, case reports, and comparison studies.

Case reports and case series

In the healthcare and medical fields, a case report is used to explain a patient’s circumstances when suffering from an uncommon illness or displaying certain symptoms. Case reports and case series are both collections of related cases. They have aided the advancement of medical knowledge on countless occasions.

The normative component is an addition to the descriptive survey. In the descriptive–normative survey, you compare the study’s results to the norm.

Descriptive survey

This descriptive type of research employs surveys to collect information on various topics. This data aims to determine the degree to which certain conditions may be attained.

You can extrapolate or generalize the information you obtain from sample surveys to the larger group being researched.

Correlative survey

Correlative surveys help establish if there is a positive, negative, or neutral connection between two variables.

Performing census surveys involves gathering relevant data on several aspects of a given population. These units include individuals, families, organizations, objects, characteristics, and properties.

During descriptive research, you gather different degrees of interest over time from a specific population. Cross-sectional studies provide a glimpse of a phenomenon’s prevalence and features in a population. There are no ethical challenges with them and they are quite simple and inexpensive to carry out.

Comparative studies

These surveys compare the two subjects’ conditions or characteristics. The subjects may include research variables, organizations, plans, and people.

Comparison points, assumption of similarities, and criteria of comparison are three important variables that affect how well and accurately comparative studies are conducted.

For instance, descriptive research can help determine how many CEOs hold a bachelor’s degree and what proportion of low-income households receive government help.

• Pros and cons

The primary advantage of descriptive research designs is that researchers can create a reliable and beneficial database for additional study. To conduct any inquiry, you need access to reliable information sources that can give you a firm understanding of a situation.

Quantitative studies are time- and resource-intensive, so knowing the hypotheses viable for testing is crucial. The basic overview of descriptive research provides helpful hints as to which variables are worth quantitatively examining. This is why it’s employed as a precursor to quantitative research designs.

Some experts view this research as untrustworthy and unscientific. However, there is no way to assess the findings because you don’t manipulate any variables statistically.

Cause-and-effect correlations also can’t be established through descriptive investigations. Additionally, observational study findings cannot be replicated, which prevents a review of the findings and their replication.

The absence of statistical and in-depth analysis and the rather superficial character of the investigative procedure are drawbacks of this research approach.

• Descriptive research examples and applications

Several descriptive research examples are emphasized based on their types, purposes, and applications. Research questions often begin with “What is …” These studies help find solutions to practical issues in social science, physical science, and education.

Here are some examples and applications of descriptive research:

Determining consumer perception and behavior

Organizations use descriptive research designs to determine how various demographic groups react to a certain product or service.

For example, a business looking to sell to its target market should research the market’s behavior first. When researching human behavior in response to a cause or event, the researcher pays attention to the traits, actions, and responses before drawing a conclusion.

Scientific classification

Scientific descriptive research enables the classification of organisms and their traits and constituents.

Measuring data trends

A descriptive study design’s statistical capabilities allow researchers to track data trends over time. It’s frequently used to determine the study target’s current circumstances and underlying patterns.

Conduct comparison

Organizations can use a descriptive research approach to learn how various demographics react to a certain product or service. For example, you can study how the target market responds to a competitor’s product and use that information to infer their behavior.

• Bottom line

A descriptive research design is suitable for exploring certain topics and serving as a prelude to larger quantitative investigations. It provides a comprehensive understanding of the “what” of the group or thing you’re investigating.

This research type acts as the cornerstone of other research methodologies . It is distinctive because it can use quantitative and qualitative research approaches at the same time.

What is descriptive research design?

Descriptive research design aims to systematically obtain information to describe a phenomenon, situation, or population. More specifically, it helps answer the what, when, where, and how questions regarding the research problem rather than the why.

How does descriptive research compare to qualitative research?

Despite certain parallels, descriptive research concentrates on describing phenomena, while qualitative research aims to understand people better.

How do you analyze descriptive research data?

Data analysis involves using various methodologies, enabling the researcher to evaluate and provide results regarding validity and reliability.

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Descriptive Research 101: Definition, Methods and Examples

Parvathi vijayamohan.

8 April 2024

Table Of Contents

• Descriptive Research 101: The Definitive Guide

What is Descriptive Research?

Key characteristics of descriptive research.

• Descriptive Research Methods: The 3 You Need to Know!

Observation

Case studies, 7 types of descriptive research, descriptive research: examples to build your next study, tips to excel at descriptive research.

Imagine you are a detective called to a crime scene. Your job is to study the scene and report whatever you find: whether that’s the half-smoked cigarette on the table or the large “RACHE” written in blood on the wall. That, in a nutshell, is  descriptive research .

Researchers often need to do descriptive research on a problem before they attempt to solve it. So in this guide, we’ll take you through:

• What is descriptive research + characteristics
• Descriptive research methods
• Types of descriptive research
• Descriptive research examples
• Tips to excel at the descriptive method

Click to jump to the section that interests you.

Definition: As its name says, descriptive research  describes  the characteristics of the problem, phenomenon, situation, or group under study.

So the goal of all descriptive studies is to  explore  the background, details, and existing patterns in the problem to fully understand it. In other words, preliminary research.

However, descriptive research can be both  preliminary and conclusive . You can use the data from a descriptive study to make reports and get insights for further planning.

What descriptive research isn’t: Descriptive research finds the  what/when/where  of a problem, not the  why/how .

Because of this, we can’t use the descriptive method to explore cause-and-effect relationships where one variable (like a person’s job role) affects another variable (like their monthly income).

• Answers the “what,” “when,” and “where”  of a research problem. For this reason, it is popularly used in  market research ,  awareness surveys , and  opinion polls .
• Sets the stage  for a research problem. As an early part of the research process, descriptive studies help you dive deeper into the topic.
• Opens the door  for further research. You can use descriptive data as the basis for more profound research, analysis and studies.
• Qualitative and quantitative . It is possible to get a balanced mix of numerical responses and open-ended answers from the descriptive method.
• No control or interference with the variables . The researcher simply observes and reports on them. However, specific research software has filters that allow her to zoom in on one variable.
• Done in natural settings . You can get the best results from descriptive research by talking to people, surveying them, or observing them in a suitable environment. For example, suppose you are a website beta testing an app feature. In that case, descriptive research invites users to try the feature, tracking their behavior and then asking their opinions .
• Can be applied to many research methods and areas. Examples include healthcare, SaaS, psychology, political studies, education, and pop culture.

Descriptive Research Methods: The Top Three You Need to Know!

In short, survey research is a brief interview or conversation with a set of prepared questions about a topic.

So you create a questionnaire, share it, and analyze the data you collect for further action. Learn about the differences between surveys and questionnaires  here .

You can access free survey templates , over 20+ question types, and pass data to 1,500+ applications with survey software, like SurveySparrow . It enables you to create surveys, share them and capture data with very little effort.

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• Surveys can be hyper-local, regional, or global, depending on your objectives.
• Share surveys in-person, offline, via SMS, email, or QR codes – so many options!
• Easy to automate if you want to conduct many surveys over a period.

The observational method is a type of descriptive research in which you, the researcher, observe ongoing behavior.

Now, there are several (non-creepy) ways you can observe someone. In fact, observational research has three main approaches:

• Covert observation: In true spy fashion, the researcher mixes in with the group undetected or observes from a distance.
• Overt observation : The researcher identifies himself as a researcher – “The name’s Bond. J. Bond.” – and explains the purpose of the study.
• Participatory observation : The researcher participates in what he is observing to understand his topic better.
• Observation is one of the most accurate ways to get data on a subject’s behavior in a natural setting.
• You don’t need to rely on people’s willingness to share information.
• Observation is a universal method that can be applied to any area of research.

In the case study method, you do a detailed study of a specific group, person, or event over a period.

This brings us to a frequently asked question: “What’s the difference between case studies and longitudinal studies?”

A case study will go  very in-depth into the subject with one-on-one interviews, observations, and archival research. They are also qualitative, though sometimes they will use numbers and stats.

An example of longitudinal research would be a study of the health of night shift employees vs. general shift employees over a decade. An example of a case study would involve in-depth interviews with Casey, an assistant director of nursing who’s handled the night shift at the hospital for ten years now.

• Due to the focus on a few people, case studies can give you a tremendous amount of information.
• Because of the time and effort involved, a case study engages both researchers and participants.
• Case studies are helpful for ethically investigating unusual, complex, or challenging subjects. An example would be a study of the habits of long-term cocaine users.

1. Case Study: Airbnb’s Growth Strategy

In an excellent case study, Tam Al Saad, Principal Consultant, Strategy + Growth at Webprofits, deep dives into how Airbnb attracted and retained 150 million users .

“What Airbnb offers isn’t a cheap place to sleep when you’re on holiday; it’s the opportunity to experience your destination as a local would. It’s the chance to meet the locals, experience the markets, and find non-touristy places.

Sure, you can visit the Louvre, see Buckingham Palace, and climb the Empire State Building, but you can do it as if it were your hometown while staying in a place that has character and feels like a home.” – Tam al Saad, Principal Consultant, Strategy + Growth at Webprofits

2. Observation – Better Tech Experiences for the Elderly

We often think that our elders are so hopeless with technology. But we’re not getting any younger either, and tech is changing at a hair trigger! This article by Annemieke Hendricks shares a wonderful example where researchers compare the levels of technological familiarity between age groups and how that influences usage.

“It is generally assumed that older adults have difficulty using modern electronic devices, such as mobile telephones or computers. Because this age group is growing in most countries, changing products and processes to adapt to their needs is increasingly more important. “ – Annemieke Hendricks, Marketing Communication Specialist, Noldus

3. Surveys – Decoding Sleep with SurveySparrow

SRI International (formerly Stanford Research Institute) – an independent, non-profit research center – wanted to investigate the impact of stress on an adolescent’s sleep. To get those insights, two actions were essential: tracking sleep patterns through wearable devices and sending surveys at a pre-set time –  the pre-sleep period.

“With SurveySparrow’s recurring surveys feature, SRI was able to share engaging surveys with their participants exactly at the time they wanted and at the frequency they preferred.”

Read more about this project : How SRI International decoded sleep patterns with SurveySparrow

1: Answer the six Ws –

• Who should we consider?
• What information do we need?
• When should we collect the information?
• Where should we collect the information?
• Why are we obtaining the information?
• Way to collect the information

#2: Introduce and explain your methodological approach

#3: Describe your methods of data collection and/or selection.

#4: Describe your methods of analysis.

#5: Explain the reasoning behind your choices.

#6: Collect data.

#7: Analyze the data. Use software to speed up the process and reduce overthinking and human error.

#8: Report your conclusions and how you drew the results.

Wrapping Up

That’s all, folks!

Growth Marketer at SurveySparrow

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• Knowledge Base
• Methodology
• Descriptive Research Design | Definition, Methods & Examples

Descriptive Research Design | Definition, Methods & Examples

Published on 5 May 2022 by Shona McCombes . Revised on 10 October 2022.

Descriptive research aims to accurately and systematically describe a population, situation or phenomenon. It can answer what , where , when , and how   questions , but not why questions.

A descriptive research design can use a wide variety of research methods  to investigate one or more variables . Unlike in experimental research , the researcher does not control or manipulate any of the variables, but only observes and measures them.

Table of contents

When to use a descriptive research design, descriptive research methods.

Descriptive research is an appropriate choice when the research aim is to identify characteristics, frequencies, trends, and categories.

It is useful when not much is known yet about the topic or problem. Before you can research why something happens, you need to understand how, when, and where it happens.

• How has the London housing market changed over the past 20 years?
• Do customers of company X prefer product Y or product Z?
• What are the main genetic, behavioural, and morphological differences between European wildcats and domestic cats?
• What are the most popular online news sources among under-18s?
• How prevalent is disease A in population B?

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Descriptive research is usually defined as a type of quantitative research , though qualitative research can also be used for descriptive purposes. The research design should be carefully developed to ensure that the results are valid and reliable .

Survey research allows you to gather large volumes of data that can be analysed for frequencies, averages, and patterns. Common uses of surveys include:

• Describing the demographics of a country or region
• Gauging public opinion on political and social topics
• Evaluating satisfaction with a company’s products or an organisation’s services

Observations

Observations allow you to gather data on behaviours and phenomena without having to rely on the honesty and accuracy of respondents. This method is often used by psychological, social, and market researchers to understand how people act in real-life situations.

Observation of physical entities and phenomena is also an important part of research in the natural sciences. Before you can develop testable hypotheses , models, or theories, it’s necessary to observe and systematically describe the subject under investigation.

Case studies

A case study can be used to describe the characteristics of a specific subject (such as a person, group, event, or organisation). Instead of gathering a large volume of data to identify patterns across time or location, case studies gather detailed data to identify the characteristics of a narrowly defined subject.

Rather than aiming to describe generalisable facts, case studies often focus on unusual or interesting cases that challenge assumptions, add complexity, or reveal something new about a research problem .

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• Descriptive Research Designs: Types, Examples & Methods

One of the components of research is getting enough information about the research problem—the what, how, when and where answers, which is why descriptive research is an important type of research. It is very useful when conducting research whose aim is to identify characteristics, frequencies, trends, correlations, and categories.

This research method takes a problem with little to no relevant information and gives it a befitting description using qualitative and quantitative research method s. Descriptive research aims to accurately describe a research problem.

In the subsequent sections, we will be explaining what descriptive research means, its types, examples, and data collection methods.

What is Descriptive Research?

Descriptive research is a type of research that describes a population, situation, or phenomenon that is being studied. It focuses on answering the how, what, when, and where questions If a research problem, rather than the why.

This is mainly because it is important to have a proper understanding of what a research problem is about before investigating why it exists in the first place. 

For example, an investor considering an investment in the ever-changing Amsterdam housing market needs to understand what the current state of the market is, how it changes (increasing or decreasing), and when it changes (time of the year) before asking for the why. This is where descriptive research comes in.

What Are The Types of Descriptive Research?

Descriptive research is classified into different types according to the kind of approach that is used in conducting descriptive research. The different types of descriptive research are highlighted below:

• Descriptive-survey

Descriptive survey research uses surveys to gather data about varying subjects. This data aims to know the extent to which different conditions can be obtained among these subjects.

For example, a researcher wants to determine the qualification of employed professionals in Maryland. He uses a survey as his research instrument , and each item on the survey related to qualifications is subjected to a Yes/No answer. 

This way, the researcher can describe the qualifications possessed by the employed demographics of this community. 

• Descriptive-normative survey

This is an extension of the descriptive survey, with the addition being the normative element. In the descriptive-normative survey, the results of the study should be compared with the norm.

For example, an organization that wishes to test the skills of its employees by a team may have them take a skills test. The skills tests are the evaluation tool in this case, and the result of this test is compared with the norm of each role.

If the score of the team is one standard deviation above the mean, it is very satisfactory, if within the mean, satisfactory, and one standard deviation below the mean is unsatisfactory.

• Descriptive-status

This is a quantitative description technique that seeks to answer questions about real-life situations. For example, a researcher researching the income of the employees in a company, and the relationship with their performance.

A survey will be carried out to gather enough data about the income of the employees, then their performance will be evaluated and compared to their income. This will help determine whether a higher income means better performance and low income means lower performance or vice versa.

• Descriptive-analysis

The descriptive-analysis method of research describes a subject by further analyzing it, which in this case involves dividing it into 2 parts. For example, the HR personnel of a company that wishes to analyze the job role of each employee of the company may divide the employees into the people that work at the Headquarters in the US and those that work from Oslo, Norway office.

A questionnaire is devised to analyze the job role of employees with similar salaries and who work in similar positions.

• Descriptive classification

This method is employed in biological sciences for the classification of plants and animals. A researcher who wishes to classify the sea animals into different species will collect samples from various search stations, then classify them accordingly.

• Descriptive-comparative

In descriptive-comparative research, the researcher considers 2 variables that are not manipulated, and establish a formal procedure to conclude that one is better than the other. For example, an examination body wants to determine the better method of conducting tests between paper-based and computer-based tests.

A random sample of potential participants of the test may be asked to use the 2 different methods, and factors like failure rates, time factors, and others will be evaluated to arrive at the best method.

• Correlative Survey

Correlative surveys are used to determine whether the relationship between 2 variables is positive, negative, or neutral. That is, if 2 variables say X and Y are directly proportional, inversely proportional or are not related to each other.

Examples of Descriptive Research

There are different examples of descriptive research, that may be highlighted from its types, uses, and applications. However, we will be restricting ourselves to only 3 distinct examples in this article.

• Comparing Student Performance:

An academic institution may wish 2 compare the performance of its junior high school students in English language and Mathematics. This may be used to classify students based on 2 major groups, with one group going ahead to study while courses, while the other study courses in the Arts & Humanities field.

Students who are more proficient in mathematics will be encouraged to go into STEM and vice versa. Institutions may also use this data to identify students’ weak points and work on ways to assist them.

• Scientific Classification

During the major scientific classification of plants, animals, and periodic table elements, the characteristics and components of each subject are evaluated and used to determine how they are classified.

For example, living things may be classified into kingdom Plantae or kingdom animal is depending on their nature. Further classification may group animals into mammals, pieces, vertebrae, invertebrae, etc. 

All these classifications are made a result of descriptive research which describes what they are.

• Human Behavior

When studying human behaviour based on a factor or event, the researcher observes the characteristics, behaviour, and reaction, then use it to conclude. A company willing to sell to its target market needs to first study the behaviour of the market.

This may be done by observing how its target reacts to a competitor’s product, then use it to determine their behaviour.

What are the Characteristics of Descriptive Research?  

The characteristics of descriptive research can be highlighted from its definition, applications, data collection methods, and examples. Some characteristics of descriptive research are:

• Quantitativeness

Descriptive research uses a quantitative research method by collecting quantifiable information to be used for statistical analysis of the population sample. This is very common when dealing with research in the physical sciences.

• Qualitativeness

It can also be carried out using the qualitative research method, to properly describe the research problem. This is because descriptive research is more explanatory than exploratory or experimental.

• Uncontrolled variables

In descriptive research, researchers cannot control the variables like they do in experimental research.

• The basis for further research

The results of descriptive research can be further analyzed and used in other research methods. It can also inform the next line of research, including the research method that should be used.

This is because it provides basic information about the research problem, which may give birth to other questions like why a particular thing is the way it is.

Why Use Descriptive Research Design?  

Descriptive research can be used to investigate the background of a research problem and get the required information needed to carry out further research. It is used in multiple ways by different organizations, and especially when getting the required information about their target audience.

• Define subject characteristics :

It is used to determine the characteristics of the subjects, including their traits, behaviour, opinion, etc. This information may be gathered with the use of surveys, which are shared with the respondents who in this case, are the research subjects.

For example, a survey evaluating the number of hours millennials in a community spends on the internet weekly, will help a service provider make informed business decisions regarding the market potential of the community.

• Measure Data Trends

It helps to measure the changes in data over some time through statistical methods. Consider the case of individuals who want to invest in stock markets, so they evaluate the changes in prices of the available stocks to make a decision investment decision.

Brokerage companies are however the ones who carry out the descriptive research process, while individuals can view the data trends and make decisions.

Descriptive research is also used to compare how different demographics respond to certain variables. For example, an organization may study how people with different income levels react to the launch of a new Apple phone.

This kind of research may take a survey that will help determine which group of individuals are purchasing the new Apple phone. Do the low-income earners also purchase the phone, or only the high-income earners do?

Further research using another technique will explain why low-income earners are purchasing the phone even though they can barely afford it. This will help inform strategies that will lure other low-income earners and increase company sales.

• Validate existing conditions

When you are not sure about the validity of an existing condition, you can use descriptive research to ascertain the underlying patterns of the research object. This is because descriptive research methods make an in-depth analysis of each variable before making conclusions.

• Conducted Overtime

Descriptive research is conducted over some time to ascertain the changes observed at each point in time. The higher the number of times it is conducted, the more authentic the conclusion will be.

What are the Disadvantages of Descriptive Research?  

• Response and Non-response Bias

Respondents may either decide not to respond to questions or give incorrect responses if they feel the questions are too confidential. When researchers use observational methods, respondents may also decide to behave in a particular manner because they feel they are being watched.

• The researcher may decide to influence the result of the research due to personal opinion or bias towards a particular subject. For example, a stockbroker who also has a business of his own may try to lure investors into investing in his own company by manipulating results.
• A case-study or sample taken from a large population is not representative of the whole population.
• Limited scope:The scope of descriptive research is limited to the what of research, with no information on why thereby limiting the scope of the research.

What are the Data Collection Methods in Descriptive Research?  

There are 3 main data collection methods in descriptive research, namely; observational method, case study method, and survey research.

1. Observational Method

The observational method allows researchers to collect data based on their view of the behaviour and characteristics of the respondent, with the respondents themselves not directly having an input. It is often used in market research, psychology, and some other social science research to understand human behaviour.

It is also an important aspect of physical scientific research, with it being one of the most effective methods of conducting descriptive research . This process can be said to be either quantitative or qualitative.

Quantitative observation involved the objective collection of numerical data , whose results can be analyzed using numerical and statistical methods. 

Qualitative observation, on the other hand, involves the monitoring of characteristics and not the measurement of numbers. The researcher makes his observation from a distance, records it, and is used to inform conclusions.

2. Case Study Method

A case study is a sample group (an individual, a group of people, organizations, events, etc.) whose characteristics are used to describe the characteristics of a larger group in which the case study is a subgroup. The information gathered from investigating a case study may be generalized to serve the larger group.

This generalization, may, however, be risky because case studies are not sufficient to make accurate predictions about larger groups. Case studies are a poor case of generalization.

3. Survey Research

This is a very popular data collection method in research designs. In survey research, researchers create a survey or questionnaire and distribute it to respondents who give answers.

Generally, it is used to obtain quick information directly from the primary source and also conducting rigorous quantitative and qualitative research. In some cases, survey research uses a blend of both qualitative and quantitative strategies.

Survey research can be carried out both online and offline using the following methods

• Online Surveys: This is a cheap method of carrying out surveys and getting enough responses. It can be carried out using Formplus, an online survey builder. Formplus has amazing tools and features that will help increase response rates.
• Offline Surveys: This includes paper forms, mobile offline forms , and SMS-based forms.

What Are The Differences Between Descriptive and Correlational Research?  

Before going into the differences between descriptive and correlation research, we need to have a proper understanding of what correlation research is about. Therefore, we will be giving a summary of the correlation research below.

Correlational research is a type of descriptive research, which is used to measure the relationship between 2 variables, with the researcher having no control over them. It aims to find whether there is; positive correlation (both variables change in the same direction), negative correlation (the variables change in the opposite direction), or zero correlation (there is no relationship between the variables).

Correlational research may be used in 2 situations;

(i) when trying to find out if there is a relationship between two variables, and

(ii) when a causal relationship is suspected between two variables, but it is impractical or unethical to conduct experimental research that manipulates one of the variables. 

Below are some of the differences between correlational and descriptive research:

• Definitions :

Descriptive research aims is a type of research that provides an in-depth understanding of the study population, while correlational research is the type of research that measures the relationship between 2 variables. 

• Characteristics :

Descriptive research provides descriptive data explaining what the research subject is about, while correlation research explores the relationship between data and not their description.

• Predictions :

 Predictions cannot be made in descriptive research while correlation research accommodates the possibility of making predictions.

Descriptive Research vs. Causal Research

Descriptive research and causal research are both research methodologies, however, one focuses on a subject’s behaviors while the latter focuses on a relationship’s cause-and-effect. To buttress the above point, descriptive research aims to describe and document the characteristics, behaviors, or phenomena of a particular or specific population or situation. 

It focuses on providing an accurate and detailed account of an already existing state of affairs between variables. Descriptive research answers the questions of “what,” “where,” “when,” and “how” without attempting to establish any causal relationships or explain any underlying factors that might have caused the behavior.

Causal research, on the other hand, seeks to determine cause-and-effect relationships between variables. It aims to point out the factors that influence or cause a particular result or behavior. Causal research involves manipulating variables, controlling conditions or a subgroup, and observing the resulting effects. The primary objective of causal research is to establish a cause-effect relationship and provide insights into why certain phenomena happen the way they do.

Descriptive Research vs. Analytical Research

Descriptive research provides a detailed and comprehensive account of a specific situation or phenomenon. It focuses on describing and summarizing data without making inferences or attempting to explain underlying factors or the cause of the factor. 

It is primarily concerned with providing an accurate and objective representation of the subject of research. While analytical research goes beyond the description of the phenomena and seeks to analyze and interpret data to discover if there are patterns, relationships, or any underlying factors. 

It examines the data critically, applies statistical techniques or other analytical methods, and draws conclusions based on the discovery. Analytical research also aims to explore the relationships between variables and understand the underlying mechanisms or processes involved.

Descriptive Research vs. Exploratory Research

Descriptive research is a research method that focuses on providing a detailed and accurate account of a specific situation, group, or phenomenon. This type of research describes the characteristics, behaviors, or relationships within the given context without looking for an underlying cause. 

Descriptive research typically involves collecting and analyzing quantitative or qualitative data to generate descriptive statistics or narratives. Exploratory research differs from descriptive research because it aims to explore and gain firsthand insights or knowledge into a relatively unexplored or poorly understood topic. 

It focuses on generating ideas, hypotheses, or theories rather than providing definitive answers. Exploratory research is often conducted at the early stages of a research project to gather preliminary information and identify key variables or factors for further investigation. It involves open-ended interviews, observations, or small-scale surveys to gather qualitative data.

Read More – Exploratory Research: What are its Method & Examples?

Descriptive Research vs. Experimental Research

Descriptive research aims to describe and document the characteristics, behaviors, or phenomena of a particular population or situation. It focuses on providing an accurate and detailed account of the existing state of affairs. 

Descriptive research typically involves collecting data through surveys, observations, or existing records and analyzing the data to generate descriptive statistics or narratives. It does not involve manipulating variables or establishing cause-and-effect relationships.

Experimental research, on the other hand, involves manipulating variables and controlling conditions to investigate cause-and-effect relationships. It aims to establish causal relationships by introducing an intervention or treatment and observing the resulting effects. 

Experimental research typically involves randomly assigning participants to different groups, such as control and experimental groups, and measuring the outcomes. It allows researchers to control for confounding variables and draw causal conclusions.

Related – Experimental vs Non-Experimental Research: 15 Key Differences

Descriptive Research vs. Explanatory Research

Descriptive research focuses on providing a detailed and accurate account of a specific situation, group, or phenomenon. It aims to describe the characteristics, behaviors, or relationships within the given context. 

Descriptive research is primarily concerned with providing an objective representation of the subject of study without explaining underlying causes or mechanisms. Explanatory research seeks to explain the relationships between variables and uncover the underlying causes or mechanisms. 

It goes beyond description and aims to understand the reasons or factors that influence a particular outcome or behavior. Explanatory research involves analyzing data, conducting statistical analyses, and developing theories or models to explain the observed relationships.

Descriptive Research vs. Inferential Research

Descriptive research focuses on describing and summarizing data without making inferences or generalizations beyond the specific sample or population being studied. It aims to provide an accurate and objective representation of the subject of study. 

Descriptive research typically involves analyzing data to generate descriptive statistics, such as means, frequencies, or percentages, to describe the characteristics or behaviors observed.

Inferential research, however, involves making inferences or generalizations about a larger population based on a smaller sample. 

It aims to draw conclusions about the population characteristics or relationships by analyzing the sample data. Inferential research uses statistical techniques to estimate population parameters, test hypotheses, and determine the level of confidence or significance in the findings.

Related – Inferential Statistics: Definition, Types + Examples

Conclusion  

The uniqueness of descriptive research partly lies in its ability to explore both quantitative and qualitative research methods. Therefore, when conducting descriptive research, researchers have the opportunity to use a wide variety of techniques that aids the research process.

Descriptive research explores research problems in-depth, beyond the surface level thereby giving a detailed description of the research subject. That way, it can aid further research in the field, including other research methods .

It is also very useful in solving real-life problems in various fields of social science, physical science, and education.

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Bridging the Gap: Overcome these 7 flaws in descriptive research design

Descriptive research design is a powerful tool used by scientists and researchers to gather information about a particular group or phenomenon. This type of research provides a detailed and accurate picture of the characteristics and behaviors of a particular population or subject. By observing and collecting data on a given topic, descriptive research helps researchers gain a deeper understanding of a specific issue and provides valuable insights that can inform future studies.

In this blog, we will explore the definition, characteristics, and common flaws in descriptive research design, and provide tips on how to avoid these pitfalls to produce high-quality results. Whether you are a seasoned researcher or a student just starting, understanding the fundamentals of descriptive research design is essential to conducting successful scientific studies.

Table of Contents

What Is Descriptive Research Design?

The descriptive research design involves observing and collecting data on a given topic without attempting to infer cause-and-effect relationships. The goal of descriptive research is to provide a comprehensive and accurate picture of the population or phenomenon being studied and to describe the relationships, patterns, and trends that exist within the data.

Descriptive research methods can include surveys, observational studies , and case studies, and the data collected can be qualitative or quantitative . The findings from descriptive research provide valuable insights and inform future research, but do not establish cause-and-effect relationships.

Importance of Descriptive Research in Scientific Studies

1. understanding of a population or phenomenon.

Descriptive research provides a comprehensive picture of the characteristics and behaviors of a particular population or phenomenon, allowing researchers to gain a deeper understanding of the topic.

2. Baseline Information

The information gathered through descriptive research can serve as a baseline for future research and provide a foundation for further studies.

3. Informative Data

Descriptive research can provide valuable information and insights into a particular topic, which can inform future research, policy decisions, and programs.

4. Sampling Validation

Descriptive research can be used to validate sampling methods and to help researchers determine the best approach for their study.

5. Cost Effective

Descriptive research is often less expensive and less time-consuming than other research methods , making it a cost-effective way to gather information about a particular population or phenomenon.

6. Easy to Replicate

Descriptive research is straightforward to replicate, making it a reliable way to gather and compare information from multiple sources.

Key Characteristics of Descriptive Research Design

The primary purpose of descriptive research is to describe the characteristics, behaviors, and attributes of a particular population or phenomenon.

2. Participants and Sampling

Descriptive research studies a particular population or sample that is representative of the larger population being studied. Furthermore, sampling methods can include convenience, stratified, or random sampling.

3. Data Collection Techniques

Descriptive research typically involves the collection of both qualitative and quantitative data through methods such as surveys, observational studies, case studies, or focus groups.

4. Data Analysis

Descriptive research data is analyzed to identify patterns, relationships, and trends within the data. Statistical techniques , such as frequency distributions and descriptive statistics, are commonly used to summarize and describe the data.

5. Focus on Description

Descriptive research is focused on describing and summarizing the characteristics of a particular population or phenomenon. It does not make causal inferences.

6. Non-Experimental

Descriptive research is non-experimental, meaning that the researcher does not manipulate variables or control conditions. The researcher simply observes and collects data on the population or phenomenon being studied.

When Can a Researcher Conduct Descriptive Research?

A researcher can conduct descriptive research in the following situations:

• To better understand a particular population or phenomenon
• To describe the relationships between variables
• To describe patterns and trends
• To validate sampling methods and determine the best approach for a study
• To compare data from multiple sources.

Types of Descriptive Research Design

1. survey research.

Surveys are a type of descriptive research that involves collecting data through self-administered or interviewer-administered questionnaires. Additionally, they can be administered in-person, by mail, or online, and can collect both qualitative and quantitative data.

2. Observational Research

Observational research involves observing and collecting data on a particular population or phenomenon without manipulating variables or controlling conditions. It can be conducted in naturalistic settings or controlled laboratory settings.

3. Case Study Research

Case study research is a type of descriptive research that focuses on a single individual, group, or event. It involves collecting detailed information on the subject through a variety of methods, including interviews, observations, and examination of documents.

4. Focus Group Research

Focus group research involves bringing together a small group of people to discuss a particular topic or product. Furthermore, the group is usually moderated by a researcher and the discussion is recorded for later analysis.

5. Ethnographic Research

Ethnographic research involves conducting detailed observations of a particular culture or community. It is often used to gain a deep understanding of the beliefs, behaviors, and practices of a particular group.

Advantages of Descriptive Research Design

1. provides a comprehensive understanding.

Descriptive research provides a comprehensive picture of the characteristics, behaviors, and attributes of a particular population or phenomenon, which can be useful in informing future research and policy decisions.

2. Non-invasive

Descriptive research is non-invasive and does not manipulate variables or control conditions, making it a suitable method for sensitive or ethical concerns.

3. Flexibility

Descriptive research allows for a wide range of data collection methods , including surveys, observational studies, case studies, and focus groups, making it a flexible and versatile research method.

4. Cost-effective

Descriptive research is often less expensive and less time-consuming than other research methods. Moreover, it gives a cost-effective option to many researchers.

5. Easy to Replicate

Descriptive research is easy to replicate, making it a reliable way to gather and compare information from multiple sources.

6. Informs Future Research

The insights gained from a descriptive research can inform future research and inform policy decisions and programs.

Disadvantages of Descriptive Research Design

1. limited scope.

Descriptive research only provides a snapshot of the current situation and cannot establish cause-and-effect relationships.

2. Dependence on Existing Data

Descriptive research relies on existing data, which may not always be comprehensive or accurate.

3. Lack of Control

Researchers have no control over the variables in descriptive research, which can limit the conclusions that can be drawn.

The researcher’s own biases and preconceptions can influence the interpretation of the data.

5. Lack of Generalizability

Descriptive research findings may not be applicable to other populations or situations.

6. Lack of Depth

Descriptive research provides a surface-level understanding of a phenomenon, rather than a deep understanding.

7. Time-consuming

Descriptive research often requires a large amount of data collection and analysis, which can be time-consuming and resource-intensive.

7 Ways to Avoid Common Flaws While Designing Descriptive Research

1. Clearly define the research question

A clearly defined research question is the foundation of any research study, and it is important to ensure that the question is both specific and relevant to the topic being studied.

2. Choose the appropriate research design

Choosing the appropriate research design for a study is crucial to the success of the study. Moreover, researchers should choose a design that best fits the research question and the type of data needed to answer it.

3. Select a representative sample

Selecting a representative sample is important to ensure that the findings of the study are generalizable to the population being studied. Researchers should use a sampling method that provides a random and representative sample of the population.

4. Use valid and reliable data collection methods

Using valid and reliable data collection methods is important to ensure that the data collected is accurate and can be used to answer the research question. Researchers should choose methods that are appropriate for the study and that can be administered consistently and systematically.

5. Minimize bias

Bias can significantly impact the validity and reliability of research findings.  Furthermore, it is important to minimize bias in all aspects of the study, from the selection of participants to the analysis of data.

6. Ensure adequate sample size

An adequate sample size is important to ensure that the results of the study are statistically significant and can be generalized to the population being studied.

7. Use appropriate data analysis techniques

The appropriate data analysis technique depends on the type of data collected and the research question being asked. Researchers should choose techniques that are appropriate for the data and the question being asked.

Have you worked on descriptive research designs? How was your experience creating a descriptive design? What challenges did you face? Do write to us or leave a comment below and share your insights on descriptive research designs!

extremely very educative

Indeed very educative and useful. Well explained. Thank you

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Child Care and Early Education Research Connections

Descriptive research studies.

Descriptive research is a type of research that is used to describe the characteristics of a population. It collects data that are used to answer a wide range of what, when, and how questions pertaining to a particular population or group. For example, descriptive studies might be used to answer questions such as: What percentage of Head Start teachers have a bachelor's degree or higher? What is the average reading ability of 5-year-olds when they first enter kindergarten? What kinds of math activities are used in early childhood programs? When do children first receive regular child care from someone other than their parents? When are children with developmental disabilities first diagnosed and when do they first receive services? What factors do programs consider when making decisions about the type of assessments that will be used to assess the skills of the children in their programs? How do the types of services children receive from their early childhood program change as children age?

Descriptive research does not answer questions about why a certain phenomenon occurs or what the causes are. Answers to such questions are best obtained from  randomized and quasi-experimental studies . However, data from descriptive studies can be used to examine the relationships (correlations) among variables. While the findings from correlational analyses are not evidence of causality, they can help to distinguish variables that may be important in explaining a phenomenon from those that are not. Thus, descriptive research is often used to generate hypotheses that should be tested using more rigorous designs.

A variety of data collection methods may be used alone or in combination to answer the types of questions guiding descriptive research. Some of the more common methods include surveys, interviews, observations, case studies, and portfolios. The data collected through these methods can be either quantitative or qualitative. Quantitative data are typically analyzed and presenting using  descriptive statistics . Using quantitative data, researchers may describe the characteristics of a sample or population in terms of percentages (e.g., percentage of population that belong to different racial/ethnic groups, percentage of low-income families that receive different government services) or averages (e.g., average household income, average scores of reading, mathematics and language assessments). Quantitative data, such as narrative data collected as part of a case study, may be used to organize, classify, and used to identify patterns of behaviors, attitudes, and other characteristics of groups.

Descriptive studies have an important role in early care and education research. Studies such as the  National Survey of Early Care and Education  and the  National Household Education Surveys Program  have greatly increased our knowledge of the supply of and demand for child care in the U.S. The  Head Start Family and Child Experiences Survey  and the  Early Childhood Longitudinal Study Program  have provided researchers, policy makers and practitioners with rich information about school readiness skills of children in the U.S.

Each of the methods used to collect descriptive data have their own strengths and limitations. The following are some of the strengths and limitations of descriptive research studies in general.

Study participants are questioned or observed in a natural setting (e.g., their homes, child care or educational settings).

Study data can be used to identify the prevalence of particular problems and the need for new or additional services to address these problems.

Descriptive research may identify areas in need of additional research and relationships between variables that require future study. Descriptive research is often referred to as "hypothesis generating research."

Depending on the data collection method used, descriptive studies can generate rich datasets on large and diverse samples.

Limitations:

Descriptive studies cannot be used to establish cause and effect relationships.

Respondents may not be truthful when answering survey questions or may give socially desirable responses.

The choice and wording of questions on a questionnaire may influence the descriptive findings.

Depending on the type and size of sample, the findings may not be generalizable or produce an accurate description of the population of interest.

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Descriptive research: what it is and how to use it.

8 min read Understanding the who, what and where of a situation or target group is an essential part of effective research and making informed business decisions.

For example you might want to understand what percentage of CEOs have a bachelor’s degree or higher. Or you might want to understand what percentage of low income families receive government support – or what kind of support they receive.

Descriptive research is what will be used in these types of studies.

In this guide we’ll look through the main issues relating to descriptive research to give you a better understanding of what it is, and how and why you can use it.

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What is descriptive research?

Descriptive research is a research method used to try and determine the characteristics of a population or particular phenomenon.

Using descriptive research you can identify patterns in the characteristics of a group to essentially establish everything you need to understand apart from why something has happened.

Market researchers use descriptive research for a range of commercial purposes to guide key decisions.

For example you could use descriptive research to understand fashion trends in a given city when planning your clothing collection for the year. Using descriptive research you can conduct in depth analysis on the demographic makeup of your target area and use the data analysis to establish buying patterns.

Conducting descriptive research wouldn’t, however, tell you why shoppers are buying a particular type of fashion item.

Descriptive research design

Descriptive research design uses a range of both qualitative research and quantitative data (although quantitative research is the primary research method) to gather information to make accurate predictions about a particular problem or hypothesis.

As a survey method, descriptive research designs will help researchers identify characteristics in their target market or particular population.

These characteristics in the population sample can be identified, observed and measured to guide decisions.

Descriptive research characteristics

While there are a number of descriptive research methods you can deploy for data collection, descriptive research does have a number of predictable characteristics.

Here are a few of the things to consider:

Measure data trends with statistical outcomes

Descriptive research is often popular for survey research because it generates answers in a statistical form, which makes it easy for researchers to carry out a simple statistical analysis to interpret what the data is saying.

Descriptive research design is ideal for further research

Because the data collection for descriptive research produces statistical outcomes, it can also be used as secondary data for another research study.

Plus, the data collected from descriptive research can be subjected to other types of data analysis .

Uncontrolled variables

A key component of the descriptive research method is that it uses random variables that are not controlled by the researchers. This is because descriptive research aims to understand the natural behavior of the research subject.

It’s carried out in a natural environment

Descriptive research is often carried out in a natural environment. This is because researchers aim to gather data in a natural setting to avoid swaying respondents.

Data can be gathered using survey questions or online surveys.

For example, if you want to understand the fashion trends we mentioned earlier, you would set up a study in which a researcher observes people in the respondent’s natural environment to understand their habits and preferences.

Descriptive research allows for cross sectional study

Because of the nature of descriptive research design and the randomness of the sample group being observed, descriptive research is ideal for cross sectional studies – essentially the demographics of the group can vary widely and your aim is to gain insights from within the group.

This can be highly beneficial when you’re looking to understand the behaviors or preferences of a wider population.

Descriptive research advantages

There are many advantages to using descriptive research, some of them include:

Cost effectiveness

Because the elements needed for descriptive research design are not specific or highly targeted (and occur within the respondent’s natural environment) this type of study is relatively cheap to carry out.

Multiple types of data can be collected

A big advantage of this research type, is that you can use it to collect both quantitative and qualitative data. This means you can use the stats gathered to easily identify underlying patterns in your respondents’ behavior.

Descriptive research disadvantages

Potential reliability issues.

When conducting descriptive research it’s important that the initial survey questions are properly formulated.

If not, it could make the answers unreliable and risk the credibility of your study.

Potential limitations

As we’ve mentioned, descriptive research design is ideal for understanding the what, who or where of a situation or phenomenon.

However, it can’t help you understand the cause or effect of the behavior. This means you’ll need to conduct further research to get a more complete picture of a situation.

Descriptive research methods

Because descriptive research methods include a range of quantitative and qualitative research, there are several research methods you can use.

Use case studies

Case studies in descriptive research involve conducting in-depth and detailed studies in which researchers get a specific person or case to answer questions.

Case studies shouldn’t be used to generate results, rather it should be used to build or establish hypothesis that you can expand into further market research .

For example you could gather detailed data about a specific business phenomenon, and then use this deeper understanding of that specific case.

Use observational methods

This type of study uses qualitative observations to understand human behavior within a particular group.

By understanding how the different demographics respond within your sample you can identify patterns and trends.

As an observational method, descriptive research will not tell you the cause of any particular behaviors, but that could be established with further research.

Use survey research

Surveys are one of the most cost effective ways to gather descriptive data.

An online survey or questionnaire can be used in descriptive studies to gather quantitative information about a particular problem.

Survey research is ideal if you’re using descriptive research as your primary research.

Descriptive research examples

Descriptive research is used for a number of commercial purposes or when organizations need to understand the behaviors or opinions of a population.

One of the biggest examples of descriptive research that is used in every democratic country, is during elections.

Using descriptive research, researchers will use surveys to understand who voters are more likely to choose out of the parties or candidates available.

Using the data provided, researchers can analyze the data to understand what the election result will be.

In a commercial setting, retailers often use descriptive research to figure out trends in shopping and buying decisions.

By gathering information on the habits of shoppers, retailers can get a better understanding of the purchases being made.

Another example that is widely used around the world, is the national census that takes place to understand the population.

The research will provide a more accurate picture of a population’s demographic makeup and help to understand changes over time in areas like population age, health and education level.

Where Qualtrics helps with descriptive research

Whatever type of research you want to carry out, there’s a survey type that will work.

Qualtrics can help you determine the appropriate method and ensure you design a study that will deliver the insights you need.

Our experts can help you with your market research needs , ensuring you get the most out of Qualtrics market research software to design, launch and analyze your data to guide better, more accurate decisions for your organization.

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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18 Descriptive Research Examples

Descriptive research involves gathering data to provide a detailed account or depiction of a phenomenon without manipulating variables or conducting experiments.

A scholarly definition is:

“Descriptive research is defined as a research approach that describes the characteristics of the population, sample or phenomenon studied. This method focuses more on the “what” rather than the “why” of the research subject.” (Matanda, 2022, p. 63)

The key feature of descriptive research is that it merely describes phenomena and does not attempt to manipulate variables nor determine cause and effect .

To determine cause and effect , a researcher would need to use an alternate methodology, such as experimental research design .

Common approaches to descriptive research include:

• Cross-sectional research : A cross-sectional study gathers data on a population at a specific time to get descriptive data that could include categories (e.g. age or income brackets) to get a better understanding of the makeup of a population.
• Longitudinal research : Longitudinal studies return to a population to collect data at several different points in time, allowing for description of changes in categories over time. However, as it’s descriptive, it cannot infer cause and effect (Erickson, 2017).

Methods that could be used include:

• Surveys: For example, sending out a census survey to be completed at the exact same date and time by everyone in a population.
• Case Study : For example, an in-depth description of a specific person or group of people to gain in-depth qualitative information that can describe a phenomenon but cannot be generalized to other cases.
• Observational Method : For example, a researcher taking field notes in an ethnographic study. (Siedlecki, 2020)

Descriptive Research Examples

1. Understanding Autism Spectrum Disorder (Psychology): Researchers analyze various behavior patterns, cognitive skills, and social interaction abilities specific to children with Autism Spectrum Disorder to comprehensively describe the disorder’s symptom spectrum. This detailed description classifies it as descriptive research, rather than analytical or experimental, as it merely records what is observed without altering any variables or trying to establish causality.

2. Consumer Purchase Decision Process in E-commerce Marketplaces (Marketing): By documenting and describing all the factors that influence consumer decisions on online marketplaces, researchers don’t attempt to predict future behavior or establish causes—just describe observed behavior—making it descriptive research.

3. Impacts of Climate Change on Agricultural Practices (Environmental Studies): Descriptive research is seen as scientists outline how climate changes influence various agricultural practices by observing and then meticulously categorizing the impacts on crop variability, farming seasons, and pest infestations without manipulating any variables in real-time.

4. Work Environment and Employee Performance (Human Resources Management): A study of this nature, describing the correlation between various workplace elements and employee performance, falls under descriptive research as it merely narrates the observed patterns without altering any conditions or testing hypotheses.

5. Factors Influencing Student Performance (Education): Researchers describe various factors affecting students’ academic performance, such as studying techniques, parental involvement, and peer influence. The study is categorized as descriptive research because its principal aim is to depict facts as they stand without trying to infer causal relationships.

6. Technological Advances in Healthcare (Healthcare): This research describes and categorizes different technological advances (such as telemedicine, AI-enabled tools, digital collaboration) in healthcare without testing or modifying any parameters, making it an example of descriptive research.

7. Urbanization and Biodiversity Loss (Ecology): By describing the impact of rapid urban expansion on biodiversity loss, this study serves as a descriptive research example. It observes the ongoing situation without manipulating it, offering a comprehensive depiction of the existing scenario rather than investigating the cause-effect relationship.

8. Architectural Styles across Centuries (Art History): A study documenting and describing various architectural styles throughout centuries essentially represents descriptive research. It aims to narrate and categorize facts without exploring the underlying reasons or predicting future trends.

9. Media Usage Patterns among Teenagers (Sociology): When researchers document and describe the media consumption habits among teenagers, they are performing a descriptive research study. Their main intention is to observe and report the prevailing trends rather than establish causes or predict future behaviors.

10. Dietary Habits and Lifestyle Diseases (Nutrition Science): By describing the dietary patterns of different population groups and correlating them with the prevalence of lifestyle diseases, researchers perform descriptive research. They merely describe observed connections without altering any diet plans or lifestyles.

11. Shifts in Global Energy Consumption (Environmental Economics): When researchers describe the global patterns of energy consumption and how they’ve shifted over the years, they conduct descriptive research. The focus is on recording and portraying the current state without attempting to infer causes or predict the future.

12. Literacy and Employment Rates in Rural Areas (Sociology): A study aims at describing the literacy rates in rural areas and correlating it with employment levels. It falls under descriptive research because it maps the scenario without manipulating parameters or proving a hypothesis.

13. Women Representation in Tech Industry (Gender Studies): A detailed description of the presence and roles of women across various sectors of the tech industry is a typical case of descriptive research. It merely observes and records the status quo without establishing causality or making predictions.

14. Impact of Urban Green Spaces on Mental Health (Environmental Psychology): When researchers document and describe the influence of green urban spaces on residents’ mental health, they are undertaking descriptive research. They seek purely to understand the current state rather than exploring cause-effect relationships.

15. Trends in Smartphone usage among Elderly (Gerontology): Research describing how the elderly population utilizes smartphones, including popular features and challenges encountered, serves as descriptive research. Researcher’s aim is merely to capture what is happening without manipulating variables or posing predictions.

16. Shifts in Voter Preferences (Political Science): A study describing the shift in voter preferences during a particular electoral cycle is descriptive research. It simply records the preferences revealed without drawing causal inferences or suggesting future voting patterns.

17. Understanding Trust in Autonomous Vehicles (Transportation Psychology): This comprises research describing public attitudes and trust levels when it comes to autonomous vehicles. By merely depicting observed sentiments, without engineering any situations or offering predictions, it’s considered descriptive research.

18. The Impact of Social Media on Body Image (Psychology): Descriptive research to outline the experiences and perceptions of individuals relating to body image in the era of social media. Observing these elements without altering any variables qualifies it as descriptive research.

Descriptive vs Experimental Research

Descriptive research merely observes, records, and presents the actual state of affairs without manipulating any variables, while experimental research involves deliberately changing one or more variables to determine their effect on a particular outcome.

De Vaus (2001) succinctly explains that descriptive studies find out what is going on , but experimental research finds out why it’s going on /

Simple definitions are below:

• Descriptive research is primarily about describing the characteristics or behaviors in a population, often through surveys or observational methods. It provides rich detail about a specific phenomenon but does not allow for conclusive causal statements; however, it can offer essential leads or ideas for further experimental research (Ivey, 2016).
• Experimental research , often conducted in controlled environments, aims to establish causal relationships by manipulating one or more independent variables and observing the effects on dependent variables (Devi, 2017; Mukherjee, 2019).

Experimental designs often involve a control group and random assignment . While it can provide compelling evidence for cause and effect, its artificial setting might not perfectly mirror real-worldly conditions, potentially affecting the generalizability of its findings.

These two types of research are complementary, with descriptive studies often leading to hypotheses that are then tested experimentally (Devi, 2017; Zhao et al., 2021).

Benefits and Limitations of Descriptive Research

Descriptive research offers several benefits: it allows researchers to gather a vast amount of data and present a complete picture of the situation or phenomenon under study, even within large groups or over long time periods.

It’s also flexible in terms of the variety of methods used, such as surveys, observations, and case studies, and it can be instrumental in identifying patterns or trends and generating hypotheses (Erickson, 2017).

However, it also has its limitations.

The primary drawback is that it can’t establish cause-effect relationships, as no variables are manipulated. This lack of control over variables also opens up possibilities for bias, as researchers might inadvertently influence responses during data collection (De Vaus, 2001).

Additionally, the findings of descriptive research are often not generalizable since they are heavily reliant on the chosen sample’s characteristics.

See More Types of Research Design Here

De Vaus, D. A. (2001). Research Design in Social Research . SAGE Publications.

Devi, P. S. (2017). Research Methodology: A Handbook for Beginners . Notion Press.

Erickson, G. S. (2017). Descriptive research design. In  New Methods of Market Research and Analysis  (pp. 51-77). Edward Elgar Publishing.

Gresham, B. B. (2016). Concepts of Evidence-based Practice for the Physical Therapist Assistant . F.A. Davis Company.

Ivey, J. (2016). Is descriptive research worth doing?.  Pediatric nursing ,  42 (4), 189. ( Source )

Krishnaswamy, K. N., Sivakumar, A. I., & Mathirajan, M. (2009). Management Research Methodology: Integration of Principles, Methods and Techniques . Pearson Education.

Matanda, E. (2022). Research Methods and Statistics for Cross-Cutting Research: Handbook for Multidisciplinary Research . Langaa RPCIG.

Monsen, E. R., & Van Horn, L. (2007). Research: Successful Approaches . American Dietetic Association.

Mukherjee, S. P. (2019). A Guide to Research Methodology: An Overview of Research Problems, Tasks and Methods . CRC Press.

Siedlecki, S. L. (2020). Understanding descriptive research designs and methods.  Clinical Nurse Specialist ,  34 (1), 8-12. ( Source )

Zhao, P., Ross, K., Li, P., & Dennis, B. (2021). Making Sense of Social Research Methodology: A Student and Practitioner Centered Approach . SAGE Publications.

Dave Cornell (PhD)

Dr. Cornell has worked in education for more than 20 years. His work has involved designing teacher certification for Trinity College in London and in-service training for state governments in the United States. He has trained kindergarten teachers in 8 countries and helped businessmen and women open baby centers and kindergartens in 3 countries.

• Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 25 Positive Punishment Examples
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Chris Drew (PhD)

This article was peer-reviewed and edited by Chris Drew (PhD). The review process on Helpful Professor involves having a PhD level expert fact check, edit, and contribute to articles. Reviewers ensure all content reflects expert academic consensus and is backed up with reference to academic studies. Dr. Drew has published over 20 academic articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education and holds a PhD in Education from ACU.

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Descriptive Research: Definition, Methods & Examples

• August 19, 2021

Voxco’s Descriptive Research guide helps uncover the how, when, what, and where questions in a research problem

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When you are a store manager in a convenience store, and you have to make a report. Any finding such as which product is selling most, what time of the day you have the most crowd, or which product customers are demanding most, all these observations and reporting is descriptive research. 

It is often the first step of any research since the data you gather sets the stage for the research question. It is used to determine the problem you want to explore before fully realizing it. The information helps you identify the problem. 

In this blog, we’ll discuss the characteristics, types, pros & cons, and three ways to conduct this research type to help you in your next market research.

What is descriptive research?

Descriptive research refers to the research method that describes the characteristics of the variables you are studying. This methodology focuses on answering questions to the “WHAT” than the “WHY” of the research question. The primary focus of this research method is to describe the nature of the demographics understudy instead of focusing on the “why”.

It is called an observational research method as none of the variables in the study are influenced during the research process.

For example, let’s assume that a UK-based brand is trying to establish itself in New York and wants to understand the demographics of the buyers who generally purchase from brands similar to it. 

In descriptive research, the information gathered from the survey will only focus on the population’s demographics. It will uncover details on the buying patterns of different age cohorts in New York. It will not study why such patterns exist because the brand is trying to establish itself in New York. 

They want to understand the buying behavior of the population, not why such associations exist. It is a part of quantitative market research or social research study, which involves conducting survey research using quantitative variables on a market research software or social research software .

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What are the characteristics of descriptive research?

Among the many, the following are the main characteristics of this research type:

• Quantitative research
• Nature of variables
• Cross-sectional studies
• Directs future research

Let’s discuss these four characteristics in detail. 

1. Quantitative research:

It is quantitative as it attempts to collect and statistically analyze information. This research type is a powerful research tool that permits a researcher to collect data and describe the demographics of the same with the help of statistical analysis. Thus, it is a quantitative research method .

2. Nature of variables:

The variables included in this research are uncontrolled. They are not manipulated in any way. Descriptive research mostly uses observational methods; thus, the researcher cannot control the nature and behavior of the variables under study.

3. Cross-sectional studies:

In this research type, different sections of the same group are studied. For instance, in order to study the fashion preferences of New York, the researcher can study Gen Z as well as Millennials from the same population in New York.

4. Directs future research:

Since this research identifies the patterns between variables and describes them, researchers can further study the data collected here. It guides researchers to discover further why such patterns have been found and their association. Hence, it gives researchers a direction toward insightful market research.

What are the methods of conducting descriptive research?

Primarily, there are three descriptive research methods: 

• Observation,
• Survey, & 

We have explained how you can conduct this research type in three different ways. Each method helps gather descriptive data and sets the scene for thorough research.

1. Observational method

All research has some component of observation, this observation can be quantitative or qualitative. A quantitative observation includes objectively collecting data that is primarily in numerical form. 

The data collected should be related to or understood in terms of quantity.

Quantitative observations are analyzed with the help of survey analytics software . 

Examples of quantitative observations include observation of any variable related to a numerical value such as age, shape, weight, height, scale, etc.

For example, a researcher can understand a customer’s satisfaction with their recent purchases by asking them to rate their satisfaction on a Likert scale ranging from 1 (extremely unsatisfied) to 7 (extremely satisfied).

Qualitative observations monitor the characteristics of a phenomenon and do not involve numerical measurements.

Using this type of descriptive research, you can observe respondents in a naturalistic environment from a distance. Since the respondents are in a natural environment, the observed characteristics enrich and offer more insights. 

For instance, you can monitor and note down the observations of customers in a supermarket by observing their selection and purchasing patterns. This offers a detailed cognizance of the customer.

In any kind of research, you should ensure high survey response rates for improved quality of insights.  

2. Survey method

The survey method includes recording the answers of respondents through surveys or questionnaires. Surveys can include polls as well. They are the most common tool for collecting market research data. 

Surveys are generally used to collect feedback from the respondents. It should have a survey that taps into both open-ended and closed-ended questions .

The biggest advantage of the survey method is that it can be conducted using online or offline survey tools . One of the reasons why the survey method is the go-to option for descriptive research is that it entails the collection of large amounts of data in a limited span of time.

3. Case study method

The in-depth study of an individual or a group is known as a case study. Case studies usually lead to developing a hypothesis to explore a phenomenon further. Case studies are limited in their scope in that they don’t allow the researcher to make cause-effect conclusions or accurate predictions. 

This is because these associations could reflect the bias on the researchers’ part instead of a naturally occurring phenomenon. Another reason why case studies are limited in scope is that they could just be reflecting an atypical respondent in the survey. 

An atypical respondent refers to someone who is different from the average consumer, and if researchers make judgments about the entire target population based on this consumer, it can affect the external validity of the study.

[ Related read: Descriptive vs experimental research ]

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What are the types of descriptive research?

There are seven types of descriptive research based on when you conduct them and what type of data research you conduct. We have explained these seven types in brief with examples to help you better understand them.

1. Cross-sectional: 

A descriptive method of studying a particular section of the target population at a specific point in time. 

Example : Tracking the use of social media by Gen Z in the Netherlands. 

2. Longitudinal: 

This type of descriptive study is conducted for an extended period on a group of people. 

Example : Monitoring changes in the volume of cyber-bullying among Millenials from 2022 to 2024. 

3. Normative: 

In this descriptive method, we compare the result of a study with an existing norm. 

Example : Comparing legal verdicts in similar types of cases. 

4. Relational/Correlational:

We investigate the type of relationships (correlation) between two variables in this type of descriptive research. 

Example : Investigating the relationship between video games and mental health. 

5. Comparative: 

A descriptive study that compares two or more people, groups, or conditions based on a specific aspect. 

Example : Comparing the salary of two employees in similar job roles from two companies. 

6. Classification: 

This type of research arranges collected data into classes based on specific criteria to analyze them. 

Example : Classification of customers based on their buying behavior. 

7. Archival: 

A descriptive study where you search for past records and extract information.

Example : Tracking company’s sales data over the decade. 

We have been discussing the descriptive method with examples. So now let’s see how you can use this research type in a real-world application.

Guide to Descriptive Research

Learn the key steps of conducting descriptive research to uncover breakthrough insights into your target market.

Examples of Descriptive Research Under Market Research

This research type helps you gather the necessary information you need to understand the problem. It sets the scene to conduct further research. But how can you use this research method in the real world? 

We have explained its real-world application in three scenarios to help you determine where and where you want to use this research type. 

1. Sales Studies

You can use this research type to analyze the potential of the market, what is currently trending in the market, and which products may perform well in terms of sales. You can also study what circumstances influence the market shares and when they are likely to increase or decrease. 

This research type can help you gather the demographic data of the consumers.

2. Consumer Perception and Behavior Studies

You can use this research method to analyze what consumers think about the brand. You can evaluate their perceptions about the products sold by a particular brand and the uses of other competitive products. 

Using descriptive research, you can also analyze what advertising strategies have worked to increase the positive perceptions of the brand. You can assess consumers’ consumption behavior and how it is influenced by product pricing.

3. Market Characteristics Studies

Another way you can use this research method is by analyzing the distribution of the products in the market. You can gather contextual data on questions such as “which countries have more sales”, “which countries have fewer products but the product is sold out quickly” , etc. 

You can also analyze the brand management of competitors ; what strategy is working for them and what is not.

What are the applications of descriptive research?

This research method is used for a variety of reasons. Even after outlining survey goals, and survey designs as well as collecting information through surveys, there is no way of knowing whether or not the research you are conducting will meet the predictions that you have made. 

Here are some popular ways in which organizations use this research type:

1. Defining the characteristics of respondents

Since most descriptive research methods use close-ended questions for the collection of data, it helps in drawing objective conclusions about the respondents.

It helps in deriving patterns, traits, and behaviors of respondents. It also aims to understand respondents’ attitudes and opinions about certain phenomena.

For instance , researchers can understand how many hours young adults spend on the internet, their opinions about social media platforms, and how important they consider these platforms to be. This information will help the company make informed decisions regarding its products and brands. 

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2. Analyzing trends in data

You can use statistical data analysis to understand the trends in data over time. 

For instance, consider an apparel company that drops a new line of clothing; they may research how Gen Z and Millennials react to the new launch. If they discover that the new range of clothes has worked effectively for one group (Gen Z) but not the other, the company may stop producing clothes for the other group.

Leverage a data analysis platform that allows you to conduct advanced statistical analysis and offers a data analytics dashboard to track real-time data.

3. Comparing different groups

Something closely knit to the previous point is also comparing different groups of customers based on their demographics. With descriptive research, you can study how different groups of people respond to specific services offered by a company. 

For instance , what is the influence of income, age, gender, income, etc. influence the spending behaviors of consumers?

This research method helps companies understand what they should do to increase their brand appeal in different groups of the population. 

4. Validating existing patterns of respondents

Since it is non-invasive and makes use of quantitative data (mostly), you can make observations about why the current patterns of purchasing exist in customers. 

You can also use the findings as the basis of a more in-depth study in the future. 

5. Conducting research at different times

Descriptive research can be conducted at different periods of time in order to see whether the patterns are similar or dissimilar at different points in time. You can also replicate the studies to verify the findings of the original study to draw accurate conclusions.

6. Finding correlations among variables

This method is also used to draw correlations between variables and the degree of association between the variables. 

For instance, if the focus is on men’s age and expenditure. 

There is a possibility of finding a negative correlation between the two variables, indicating that as the age of men increases, the less they spend on sports products.

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Descriptive research Examples

A descriptive method of research aims to gather answers for how, what, when, and where. 

Let’s use some examples to understand how a descriptive method of research is used. 

Before investing in housing at any location, you would want to conduct your own research to understand 

• How is the market changing?
• When or at what time of year is it changing?
• Where would you make more profit?

This type of research is an example of a descriptive study. 

A company studies the behavior of its customers to identify its target market before it launches a new product. This is another use case of how brands use descriptive research. 

The company may conduct this research by observing the customer’s reaction and behavior toward a competitor’s product. 

Or, they can also conduct surveys to ask customer opinions on the new product by the company before its launch. 

A restaurant planning to open a branch in a new locality will research to understand the behavior of the people living there. They will survey the people to know their choice of flavor, taste, foods, drinks, and more. 

Now that we’ve seen how you can use this research method for your research purpose, let’s also see the advantages & disadvantages of the research.

What Are the Advantages of Descriptive Research?

It is the preliminary research method. Most researchers use this method to discover the problem they should prioritize. Before diving into the experiments, let’s see some of the reasons why you should be conducting this research. 

1. Primary data collection

In this type of descriptive research, the data is collected through primary data collection methods such as case studies, observational methods, and surveys. This kind of data collection provides us with rich information and can be used for future research as well. It can also be used for developing hypotheses or your research objective.

2. Multiple data collection

Descriptive research can also be conducted by collecting qualitative or quantitative data . Hence, it is more varied, flexible, and diverse and tends to be thorough and elaborate.

[ Related read: Data Collection: All you need to know! ]

3. Observational behavior 

The observational method of this research allows researchers to observe the respondent’s behavior in natural settings. This also ensures that the data collected is high in quality and honest.

4. Cost-effective

It is cost-effective and the data collection of this research can be done quickly. You can conduct descriptive research using an all-in-one solution such as Voxco. Leverage a platform that gives you the capability of the best market research software to conduct customer, product, and brand research.

What Are the Disadvantages of Descriptive Research?

Descriptive research also has some disadvantages. Let’s learn about these cons so you can wisely decide when you should use this research to keep the disadvantages to a minimum. 

1. Misleading information

Respondents can give misleading or incorrect responses if they feel that the questions are assessing intimate matters. Respondents can also be affected by the observer’s presence and may engage in pretending. This is known as the observer effect.

2. Biases in studies

The researchers’ own opinions of biases may affect the results of the study. This is known as the experimenter effect.

3. Representative issue 

There is also the problem of data representativeness. It occurs when a case study or the data of a small sample does not adequately represent the whole population.

4. Limited scope

Descriptive research has limited scope, wherein it only analyzes the “what” of research, it does not evaluate the “why” or “how” questions of research.

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Wrapping up;

So that sums up our descriptive research guide. It is a wide concept that demands a conceptual framework for descriptive design and a thorough understanding of descriptive survey design . 

Naturally, it becomes essential that you adopt online survey tools that facilitates all of the above and provides ample room for insightful research.  

Voxco’s omnichannel survey software allows you to create interactive surveys, deploy them across multiple channels, and conduct data analysis in one platform.

This research method enables you to explain and describe the characteristics of a target population. The descriptive research method helps you uncover deeper insights into various aspects of the target population, such as who, what, when, where, and how. 

There are many data collection methods you can use to collect descriptive research data. For example, you can perform the research via surveys (online, phone, or offline), case studies, observations, and archival research.

Here are some key characteristics of this research methodology: 

This research type helps you describe the characteristics, behavior, opinions, and perspectives of the population or research subject. 

The data gathered from descriptive research is a reliable and comprehensive source of explanation of the research subject. 

In this methodology, the researcher focuses on observing and reporting on the natural relationship between the variables. There is no manipulation of variables or establishing a cause-and-effect relationship.

Descriptive research offers many advantages. 

Descriptive research methods are simple and easy to design and conduct. You don’t need research expertise for this research design in comparison to conducting more complex research. 

This research method is more cost-effective than other research methodologies, particularly experimental research designs. 

The descriptive research method enables you to collect qualitative and quantitative data. The research data helps extract valuable insights and supports further root-cause analysis.

Descriptive research methodology also has some limitations, here are some of those: 

Descriptive research data may generate insights specific to a population under study. This limits your ability to generalize the results to a wider population, which makes the data less representative. 

The data collection approaches and observation biases can lead to bias in the research method, which can negatively impact the accuracy and reliability of the research findings.

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Descriptive Research

Descriptive research can be explained as a statement of affairs as they are at present with the researcher having no control over variable. Moreover, “descriptive studies may be characterised as simply the attempt to determine, describe or identify what is, while analytical research attempts to establish why it is that way or how it came to be” [1] . Three main purposes of descriptive studies can be explained as describing, explaining and validating research findings. This type of research is popular with non-quantified topic.

Descriptive research is “aimed at casting light on current issues or problems through a process of data collection that enables them to describe the situation more completely than was possible without employing this method.” [2] To put it simply, descriptive studies are used to describe various aspects of the phenomenon. In its popular format, descriptive research is used to describe characteristics and/or behaviour of sample population. It is an effective method to get information that can be used to develop hypotheses and propose associations.

Importantly, these types of studies do not focus on reasons for the occurrence of the phenomenon. In other words, descriptive research focuses on the question “What?”, but it is not concerned with the question “Why?”

Descriptive studies have the following characteristics:

1. While descriptive research can employ a number of variables, only one variable is required to conduct a descriptive study.

2. Descriptive studies are closely associated with observational studies, but they are not limited with observation data collection method. Case studies and  surveys can also be specified as popular data collection methods used with descriptive studies.

3. Findings of descriptive researches create a scope for further research. When a descriptive study answers to the question “What?”, a further research can be conducted to find an answer to “Why?” question.

Examples of Descriptive Research

Research questions in descriptive studies typically start with ‘What is…”. Examples of research questions in descriptive studies may include the following:

• What are the most effective intangible employee motivation tools in hospitality industry in the 21 st century?
• What is the impact of viral marketing on consumer behaviour in consumer amongst university students in Canada?
• Do corporate leaders of multinational companies in the 21 st century possess moral rights to receive multi-million bonuses?
• What are the main distinctive traits of organisational culture of McDonald’s USA?
• What is the impact of the global financial crisis of 2007 – 2009 on fitness industry in the UK?

Advantages of Descriptive Research

• Effective to analyse non-quantified topics and issues
• The possibility to observe the phenomenon in a completely natural and unchanged natural environment
• The opportunity to integrate the qualitative and quantitative methods of data collection. Accordingly, research findings can be comprehensive.
• Less time-consuming than quantitative experiments
• Practical use of research findings for decision-making

Disadvantages of Descriptive Research

• Descriptive studies cannot test or verify the research problem statistically
• Research results may reflect certain level of bias due to the absence of statistical tests
• The majority of descriptive studies are not ‘repeatable’ due to their observational nature
• Descriptive studies are not helpful in identifying cause behind described phenomenon

My e-book,  The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step assistance  contains discussions of theory and application of research designs. The e-book also explains all stages of the  research process  starting from the  selection of the research area  to writing personal reflection. Important elements of dissertations such as  research philosophy ,  research approach ,  methods of data collection ,  data analysis  and  sampling  are explained in this e-book in simple words.

John Dudovskiy

[1] Ethridge, D.E. (2004) “Research Methodology in Applied Economics” John Wiley & Sons, p.24

[2] Fox, W. & Bayat, M.S. (2007) “A Guide to Managing Research” Juta Publications, p.45

Descriptive Research: Methods And Examples

A research project always begins with selecting a topic. The next step is for researchers to identify the specific areas…

A research project always begins with selecting a topic. The next step is for researchers to identify the specific areas of interest. After that, they tackle the key component of any research problem: how to gather enough quality information. If we opt for a descriptive research design we have to ask the correct questions to access the right information. 

For instance, researchers may choose to focus on why people invest in cryptocurrency, knowing how dynamic the market is rather than asking why the market is so shaky. These are completely different questions that require different research approaches. Adopting the descriptive method can help capitalize on trends the information reveals. Descriptive research examples show the thorough research involved in such a study. 

Get to know more about descriptive research design .

Descriptive Research Meaning

Features of descriptive research design, types of descriptive research, descriptive research methods, applications of descriptive research, descriptive research examples.

A descriptive method of research is one that describes the characteristics of a phenomenon, situation or population. It uses quantitative and qualitative approaches to describe problems with little relevant information. Descriptive research accurately describes a research problem without asking why a particular event happened. By researching market patterns, the descriptive method answers how patterns change, what caused the change and when the change occurred, instead of dwelling on why the change happened.

Descriptive research refers to questions, study design and analysis of data conducted on a particular topic. It is a strictly observational research methodology with no influence on variables. Some distinctive features of descriptive research are:

• It’s a research method that collects quantifiable information for statistical analysis of a sample. It’s a quantitative market research tool that can analyze the nature of a demographic
• In a descriptive method of research , the nature of research study variables is determined with observation, without influence from the researcher
• Descriptive research is cross-sectional and different sections of a group can be studied
• The analyzed data is collected and serves as information for other search techniques. In this way, a descriptive research design becomes the basis of further research

To understand the descriptive research meaning , data collection methods, examples and application, we need a deeper understanding of its features.

Different ways of approaching the descriptive method help break it down further. Let’s look at the different types of descriptive research :

Descriptive Survey

Descriptive normative survey, descriptive status.

This type of research quantitatively describes real-life situations. For example, to understand the relation between wages and performance, research on employee salaries and their respective performances can be conducted.

Descriptive Analysis

This technique analyzes a subject further. Once the relation between wages and performance has been established, an organization can further analyze employee performance by researching the output of those who work from an office with those who work from home.

Descriptive Classification

Descriptive classification is mainly used in the field of biological science. It helps researchers classify species once they have studied the data collected from different search stations.

Descriptive Comparative

Comparing two variables can show if one is better than the other. Doing this through tests or surveys can reveal all the advantages and disadvantages associated with the two. For example, this technique can be used to find out if paper ballots are better than electronic voting devices.

Correlative Survey

The researcher has to effectively interpret the area of the problem and then decide the appropriate technique of descriptive research design . 

A researcher can choose one of the following methods to solve research problems and meet research goals:

Observational Method

With this method, a researcher observes the behaviors, mannerisms and characteristics of the participants. It is widely used in psychology and market research and does not require the participants to be involved directly. It’s an effective method and can be both qualitative and quantitative for the sheer volume and variety of data that is generated.

Survey Research

It’s a popular method of data collection in research. It follows the principle of obtaining information quickly and directly from the main source. The idea is to use rigorous qualitative and quantitative research methods and ask crucial questions essential to the business for the short and long term.

Case Study Method

Case studies tend to fall short in situations where researchers are dealing with highly diverse people or conditions. Surveys and observations are carried out effectively but the time of execution significantly differs between the two. 

There are multiple applications of descriptive research design but executives must learn that it’s crucial to clearly define the research goals first. Here’s how organizations use descriptive research to meet their objectives:

• As a tool to analyze participants : It’s important to understand the behaviors, traits and patterns of the participants to draw a conclusion about them. Close-ended questions can reveal their opinions and attitudes. Descriptive research can help understand the participant and assist in making strategic business decisions
• Designed to measure data trends : It’s a statistically capable research design that, over time, allows organizations to measure data trends. A survey can reveal unfavorable scenarios and give an organization the time to fix unprofitable moves
• Scope of comparison: Surveys and research can allow an organization to compare two products across different groups. This can provide a detailed comparison of the products and an opportunity for the organization to capitalize on a large demographic
• Conducting research at any time: An analysis can be conducted at any time and any number of variables can be evaluated. It helps to ascertain differences and similarities

Descriptive research is widely used due to its non-invasive nature. Quantitative observations allow in-depth analysis and a chance to validate any existing condition.

There are several different descriptive research examples that highlight the types, applications and uses of this research method. Let’s look at a few:

• Before launching a new line of gym wear, an organization chose more than one descriptive method to gather vital information. Their objective was to find the kind of gym clothes people like wearing and the ones they would like to see in the market. The organization chose to conduct a survey by recording responses in gyms, sports shops and yoga centers. As a second method, they chose to observe members of different gyms and fitness institutions. They collected volumes of vital data such as color and design preferences and the amount of money they’re willing to spend on it .
• To get a good idea of people’s tastes and expectations, an organization conducted a survey by offering a new flavor of the sauce and recorded people’s responses by gathering data from store owners. This let them understand how people reacted, whether they found the product reasonably priced, whether it served its purpose and their overall general preferences. Based on this, the brand tweaked its core marketing strategies and made the product widely acceptable .

Descriptive research can be used by an organization to understand the spending patterns of customers as well as by a psychologist who has to deal with mentally ill patients. In both these professions, the individuals will require thorough analyses of their subjects and large amounts of crucial data to develop a plan of action.

Every method of descriptive research can provide information that is diverse, thorough and varied. This supports future research and hypotheses. But although they can be quick, cheap and easy to conduct in the participants’ natural environment, descriptive research design can be limited by the kind of information it provides, especially with case studies. Trying to generalize a larger population based on the data gathered from a smaller sample size can be futile. Similarly, a researcher can unknowingly influence the outcome of a research project due to their personal opinions and biases. In any case, a manager has to be prepared to collect important information in substantial quantities and have a balanced approach to prevent influencing the result. 

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Descriptive Research: Definition, 7 Types, Examples

Definition of Descriptive Studies

Descriptive studies are those used to describe the characteristics of a population or phenomena.

Objectives of Descriptive Studies

The objective of a descriptive study is to focus on ‘who,’ ‘what,’ ‘when,’ and ‘how’ questions. The simplest descriptive study aims at

• Describing phenomena or characteristics associated with a population by univariate questions;
• Estimating the proportions of a population that have the characteristics outlined above, and
• Discovering association (but not causation) among different variables.

Descriptive studies may be carried out on a small or large scale. Such a study may often be completed within a few months, weeks, or even a few hours.

When its findings pertain to a smaller population and are of short duration, we may call it a descriptive case study or micro-study, and by nature, it is an explorative type study.

However, if one wishes to test whether the findings pertain to a larger population, a more extensive study has to be designed.

7 Types of Descriptive Studies

Cross-sectional study.

It is a single unrepeated descriptive study aimed at studying a cross-section of the population at a single point in time.

By cross-section, we mean a broad sampling of persons of different ages, different educational levels, different religions, and so on.

The cross-sectional study is sometimes referred to as the ‘snapshot approach’ because although the single study can provide a momentary representative portrait of a population, it cannot trace the process of changes.

A national census is a good example of a cross-sectional study. A population census provides enormous descriptive information on such cross-sectional characteristics as age, sex, religion, ethnicity, occupational composition, household structure, and the like.

These characteristics can be expressed in absolute terms (e.g., number of illiterate persons) or proportion (e.g., percentage of illiterate persons).

One might attempt to examine also the relationship between household structure and occupational composition by a simple cross-tabulation of these variables.

A cross-tabulation of the level of education and occupation may also reveal a close association. A census is considered a macro study since its unit of analysis is a large aggregate of persons covering a large geographical area.

A descriptive study may go much beyond the simple relationship, as we perceive above.

Such studies are more complex and involve studying inter-relationships of many factors, suggesting a multivariate analysis.

Such a descriptive study might indicate causal relationships between the dependent and independent variables. This may ultimately suggest useful hypotheses.

Longitudinal study

A descriptive study may also be longitudinal. The difference between a cross-sectional and a longitudinal study is in how they deal with time.

Longitudinal studies are repeated over an extended period to measure the rate and degree of change occurring in response patterns.

Trend study

One type of longitudinal study is the trend study, which consists of several successive surveys based on a different sample of subjects.

Such a study involves studying the same topic (for example, attitude towards the use of traditional methods of contraception) by re-interviewing over some time, but with no attempt to re-interview the same respondents each time.

Gallup polls are conducted in this way, and comparisons of the results of several different polls can be quite useful for analyzing trends.

Panel study

The panel study is also a longitudinal study designed specifically to minimize the effects of repeated sampling error as encountered in trend study.

A sample or a panel is chosen in a panel study, and the same group of respondents is re-surveyed at selected intervals.

Thus the later responses of any subject or the sample as a whole can be directly compared to responses given earlier.

Baseline study

A baseline study is a research in which data on pre-project socio­economic and business aspects are generated to assess the future impact of project intervention.

A baseline survey is conducted without available published data on various socio­economic and business aspects.

Impact Assessment study

The research, which is undertaken to measure the quantitative benefits derived from project intervention and qualitative changes that occurred due to intervention, is known as impact assessment research.

This type of research also provides information for identifying the project’s negative impact.

Assessment research primarily involves characterizations-objective description, while evaluation research involves characterizations and appraisals-determinations of merit and/or worth.

Feasibility study

This type of study is undertaken before starting any business enterprise or business-related project to assess the project’s technical, economic, market, and financial viability.

The issue of whether the project is socially desirable and environmentally acceptable is also considered.

Descriptive studies describes the characteristics of a population or phenomenon.

What are the main objectives of descriptive studies?

The objectives of descriptive studies are to focus on ‘who,’ ‘what,’ ‘when,’ and ‘how’ questions, describe phenomena or characteristics associated with a population, estimate the proportions of a population that have certain characteristics, and discover associations among different variables without establishing causation.

How does a cross-sectional study differ from a longitudinal study?

A cross-sectional study is a single unrepeated study that examines a population at a single point in time, often referred to as the ‘snapshot approach’. In contrast, a longitudinal study is repeated over an extended period to measure the rate and degree of change in response patterns.

What is a trend study in the context of descriptive research?

A trend study is a type of longitudinal study that consists of several successive surveys based on different samples of subjects. It involves studying the same topic over time through different polls or surveys without re-interviewing the same respondents each time.

How is a panel study conducted?

A sample or panel is chosen in a panel study, and the same group of respondents is re-surveyed at selected intervals. This allows for directly comparing later responses to earlier ones from the same subjects.

What is the purpose of a baseline study?

A baseline study is research where data on pre-project socioeconomic and business aspects are generated to assess the future impact of project intervention, especially when there’s no available published data on various socioeconomic and business aspects.

What is an impact assessment study?

An impact assessment study is research undertaken to measure the quantitative benefits of project intervention and the qualitative changes that occurred due to the intervention. It also identifies any negative impacts of the project.

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• What is descriptive research: Methods & examples

Defne Çobanoğlu

Being able to observe and describe your surroundings successfully is very crucial when you are doing a study. But what does it really mean? Let us give an example;

You are watching a schoolyard and observing the kids interact with one another. Then, you make comments about their ages, sexes, and playing patterns. You write down how many children there are and how many have blond hair, brown eyes, and stuff like that. In this scenario, you are “describing” them according to your observation. 

Have this concept on a much bigger scale, and you have descriptive research. But why would a researcher need to do this research? Let us see what it means, when to do it, and some real-life examples.🔎 

• What is descriptive research?

Descriptive research is a type of research where researchers try to “describe” the characteristics of the problem, phenomenon, or subject. 

The researcher studies the details and background information related to the subject. Therefore, this research type deals with the questions of what, when, and where and try to find answers to these questions.

However, it is important to keep in mind that this research type does not try to explore the cause-and-effect relationship of the aspects. So, this research type does not deal with questions of why and how. 

• When to use descriptive research?

A researcher can use descriptive research for numerous reasons. As with all the research types, the researcher should want to answer some questions. In this method, the questions are basically, “ What are the elements that contribute to this phenomenon?” But let us make a list of reasons that may play a role in the researcher's mind. The researcher chooses to conduct descriptive research when he/she:

• Wants to understand a concept better than before. (This research method brings forward the hidden details and gives them a systematic form)
• Wishes to describe relationships between different concepts.
• Wants to explore patterns and trends.
• Wants to get into the core of the information for future studies. 
• Decides to compare data from numerous sources.
• Wishes to explore the best approach for future studies.
• Characteristics of descriptive research

Descriptive research is characterized by several key features, and these aspects differentiate it from other research types. Now, let us see a list of the main characteristics of descriptive research:

• It answers W questions. Meaning what, when, who, and where. They give concrete answers that are useful for the whole study.
• It gives qualitative and quantitative results . The results of descriptive research can be both numerical and open-ended.
• Makes way for future research . The results collected via descriptive research make a good start for future studies. The researcher can simply take what is on hand and build on it.
• It is conducted in natural settings . As natural observation and surveying are two of the great methods of descriptive research, they provide unbiased information. Let us say you want to test the accessibility and effectiveness of children's playgrounds; you can observe daily and survey the parents, etc.
• It can be used in many areas. From marketing, medicine, and education to psychology, the results of descriptive research can be used in any field.
• Descriptive research methods

Descriptive research methodologies

In order to conduct descriptive research, the researchers can use one of the methods below or make a mix of all three. It depends on the researchers and the research problems. Now let us see the three descriptive research methods:

1. Observations

One of the best ways to collect real-life, accurate, and honest information about human behavior is through observations. The observational method is an essential part of descriptive research. There is no outside intervention to observations. However, the researcher can be part of the observation as an observer, participant as an observer, or a full participant.

2. Case study

A case study study is done by gathering a group of individuals as a sample group. The characteristics, details, and choices of this sample group are used to have a generalized idea to represent a bigger population. This generalization from a case study is actually risky as the data collected can be insufficient to make accurate predictions about larger groups.

3. Survey research

Surveys are where the researcher asks pre-determined questions to participants to collect information from them. The questions can be close-ended questions or open-ended questions where the answers are more free. 

The survey can be done face-to-face, or it can be done online using a smart survey maker , such as forms.app. forms.app has more than 4000 ready-to-use templates, and it is free of charge.

• Real-life examples of descriptive research

The study type of descriptive research can be used in many areas, including psychology, medicine, marketing, business, and education. It mostly depends on your objective. However, it is almost always smart to start with descriptive research. Now, here are some descriptive research examples:

Descriptive research example #1

A school branch that wants to open a daycare in the district can look at the demographics in the area. They can make a list of the number of families with kids ages 1-6 and the percentages of working mothers. If there are other competitors, they can make informed analyses about them as well. After all this studying of the region, the school branch can make an informed decision about whether or not to open a daycare in the area.

Descriptive research example #2

A restaurant owner wants to figure out what areas need to be improved and what kind of problems the visitors face daily. In order to collect detailed and systematic data about the subject, it is smart to use a survey, such as a customer satisfaction survey or a feedback survey . The survey can help identify specific areas that need improvements, such as food quality, service speed, or cleanliness concerns. The main focus of the study is obtaining customer feedback without manipulating variables.

• Frequently asked questions about descriptive research

This research type has some similarities and differences with other research types and we have gathered some frequently asked questions about the subject. Let us see them:

What is the difference between descriptive and analytical research?

The methods used in descriptive research are surveys and observation. For analytical research, the researcher has to use facts already available and analyze them to make a critical evaluation.

What is the difference between qualitative and descriptive studies?

Descriptive research is usually described as quantitative research. The researcher doing a descriptive study defines the existing facts through observations and surveys. On the other hand, qualitative research aims to explore and answer the underlying meaning and context of subjects.

Can a study be both analytical and descriptive?

Yes, a study can be both analytical and descriptive. Researchers often use mixed methods to achieve a more comprehensive understanding of a concept. For example, particular research tries to analyze the characteristics of the youth population in a certain area (descriptive) and then examine how these characteristics are associated with alcohol abuse in the area (analytical).

What is the goal of descriptive research?

The aim of descriptive research is to accurately and systematically obtain information to summarize events, subjects, and concepts. The data collected using types of descriptive research methods can be used to describe the characteristics, patterns, and relationships within a specific context.

Why is descriptive research used in research?

Descriptive research is used to provide a detailed understanding of the elements of a specific subject, area, or concept in research. The findings of descriptive research work as a foundation for further investigations, hypothesis testing, and decision-making.

• Key points to take away

A descriptive research method is an important step when starting a research project. The result of such data can give detailed information on the population or the area of the subject. After all, knowing what you are working with is a crucial element. Therefore, as descriptive research is a good start to a study, it also opens the doors for future projects. Here are some key elements to take away about descriptive research:

• Descriptive research does not explore cause-and-effect relations but rather answers the questions of what, who, and when.
• It is used to define details and explore patterns.
• Gives both qualitative and quantitative results.
• The methods that can be used when doing descriptive research are case studies, observations, and surveys.
• Gives a good foundation for future research.

In conclusion, descriptive research is about being able to make an analysis that answers qualitative and quantitative questions. In this article, we mentioned when to use this research type, its characteristics, research methods, examples, and frequently asked questions. For so much more and all your research needs, visit forms.app today!

Defne is a content writer at forms.app. She is also a translator specializing in literary translation. Defne loves reading, writing, and translating professionally and as a hobby. Her expertise lies in survey research, research methodologies, content writing, and translation.

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