basic research vs descriptive research

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What is Descriptive Research? Definition, Methods, Types and Examples

Descriptive research is a methodological approach that seeks to depict the characteristics of a phenomenon or subject under investigation. In scientific inquiry, it serves as a foundational tool for researchers aiming to observe, record, and analyze the intricate details of a particular topic. This method provides a rich and detailed account that aids in understanding, categorizing, and interpreting the subject matter.

Descriptive research design is widely employed across diverse fields, and its primary objective is to systematically observe and document all variables and conditions influencing the phenomenon.

After this descriptive research definition, let’s look at this example. Consider a researcher working on climate change adaptation, who wants to understand water management trends in an arid village in a specific study area. She must conduct a demographic survey of the region, gather population data, and then conduct descriptive research on this demographic segment. The study will then uncover details on “what are the water management practices and trends in village X.” Note, however, that it will not cover any investigative information about “why” the patterns exist.

Table of Contents

What is descriptive research?

If you’ve been wondering “What is descriptive research,” we’ve got you covered in this post! In a nutshell, descriptive research is an exploratory research method that helps a researcher describe a population, circumstance, or phenomenon. It can help answer what , where , when and how questions, but not why questions. In other words, it does not involve changing the study variables and does not seek to establish cause-and-effect relationships.

Importance of descriptive research

Now, let’s delve into the importance of descriptive research. This research method acts as the cornerstone for various academic and applied disciplines. Its primary significance lies in its ability to provide a comprehensive overview of a phenomenon, enabling researchers to gain a nuanced understanding of the variables at play. This method aids in forming hypotheses, generating insights, and laying the groundwork for further in-depth investigations. The following points further illustrate its importance:

Provides insights into a population or phenomenon: Descriptive research furnishes a comprehensive overview of the characteristics and behaviors of a specific population or phenomenon, thereby guiding and shaping the research project.

Offers baseline data: The data acquired through this type of research acts as a reference for subsequent investigations, laying the groundwork for further studies.

Allows validation of sampling methods: Descriptive research validates sampling methods, aiding in the selection of the most effective approach for the study.

Helps reduce time and costs: It is cost-effective and time-efficient, making this an economical means of gathering information about a specific population or phenomenon.

Ensures replicability: Descriptive research is easily replicable, ensuring a reliable way to collect and compare information from various sources.

When to use descriptive research design?

Determining when to use descriptive research depends on the nature of the research question. Before diving into the reasons behind an occurrence, understanding the how, when, and where aspects is essential. Descriptive research design is a suitable option when the research objective is to discern characteristics, frequencies, trends, and categories without manipulating variables. It is therefore often employed in the initial stages of a study before progressing to more complex research designs. To put it in another way, descriptive research precedes the hypotheses of explanatory research. It is particularly valuable when there is limited existing knowledge about the subject.

Some examples are as follows, highlighting that these questions would arise before a clear outline of the research plan is established:

• In the last two decades, what changes have occurred in patterns of urban gardening in Mumbai?
• What are the differences in climate change perceptions of farmers in coastal versus inland villages in the Philippines?

Characteristics of descriptive research

Coming to the characteristics of descriptive research, this approach is characterized by its focus on observing and documenting the features of a subject. Specific characteristics are as below.

• Quantitative nature: Some descriptive research types involve quantitative research methods to gather quantifiable information for statistical analysis of the population sample.
• Qualitative nature: Some descriptive research examples include those using the qualitative research method to describe or explain the research problem.
• Observational nature: This approach is non-invasive and observational because the study variables remain untouched. Researchers merely observe and report, without introducing interventions that could impact the subject(s).
• Cross-sectional nature: In descriptive research, different sections belonging to the same group are studied, providing a “snapshot” of sorts.
• Springboard for further research: The data collected are further studied and analyzed using different research techniques. This approach helps guide the suitable research methods to be employed.

Types of descriptive research

There are various descriptive research types, each suited to different research objectives. Take a look at the different types below.

• Surveys: This involves collecting data through questionnaires or interviews to gather qualitative and quantitative data.
• Observational studies: This involves observing and collecting data on a particular population or phenomenon without influencing the study variables or manipulating the conditions. These may be further divided into cohort studies, case studies, and cross-sectional studies:
• Cohort studies: Also known as longitudinal studies, these studies involve the collection of data over an extended period, allowing researchers to track changes and trends.
• Case studies: These deal with a single individual, group, or event, which might be rare or unusual.
• Cross-sectional studies : A researcher collects data at a single point in time, in order to obtain a snapshot of a specific moment.
• Focus groups: In this approach, a small group of people are brought together to discuss a topic. The researcher moderates and records the group discussion. This can also be considered a “participatory” observational method.
• Descriptive classification: Relevant to the biological sciences, this type of approach may be used to classify living organisms.

Descriptive research methods

Several descriptive research methods can be employed, and these are more or less similar to the types of approaches mentioned above.

• Surveys: This method involves the collection of data through questionnaires or interviews. Surveys may be done online or offline, and the target subjects might be hyper-local, regional, or global.
• Observational studies: These entail the direct observation of subjects in their natural environment. These include case studies, dealing with a single case or individual, as well as cross-sectional and longitudinal studies, for a glimpse into a population or changes in trends over time, respectively. Participatory observational studies such as focus group discussions may also fall under this method.

Researchers must carefully consider descriptive research methods, types, and examples to harness their full potential in contributing to scientific knowledge.

Examples of descriptive research

Now, let’s consider some descriptive research examples.

• In social sciences, an example could be a study analyzing the demographics of a specific community to understand its socio-economic characteristics.
• In business, a market research survey aiming to describe consumer preferences would be a descriptive study.
• In ecology, a researcher might undertake a survey of all the types of monocots naturally occurring in a region and classify them up to species level.

These examples showcase the versatility of descriptive research across diverse fields.

Advantages of descriptive research

There are several advantages to this approach, which every researcher must be aware of. These are as follows:

• Owing to the numerous descriptive research methods and types, primary data can be obtained in diverse ways and be used for developing a research hypothesis .
• It is a versatile research method and allows flexibility.
• Detailed and comprehensive information can be obtained because the data collected can be qualitative or quantitative.
• It is carried out in the natural environment, which greatly minimizes certain types of bias and ethical concerns.
• It is an inexpensive and efficient approach, even with large sample sizes

Disadvantages of descriptive research

On the other hand, this design has some drawbacks as well:

• It is limited in its scope as it does not determine cause-and-effect relationships.
• The approach does not generate new information and simply depends on existing data.
• Study variables are not manipulated or controlled, and this limits the conclusions to be drawn.
• Descriptive research findings may not be generalizable to other populations.
• Finally, it offers a preliminary understanding rather than an in-depth understanding.

To reiterate, the advantages of descriptive research lie in its ability to provide a comprehensive overview, aid hypothesis generation, and serve as a preliminary step in the research process. However, its limitations include a potential lack of depth, inability to establish cause-and-effect relationships, and susceptibility to bias.

Frequently asked questions

When should researchers conduct descriptive research.

Descriptive research is most appropriate when researchers aim to portray and understand the characteristics of a phenomenon without manipulating variables. It is particularly valuable in the early stages of a study.

What is the difference between descriptive and exploratory research?

Descriptive research focuses on providing a detailed depiction of a phenomenon, while exploratory research aims to explore and generate insights into an issue where little is known.

What is the difference between descriptive and experimental research?

Descriptive research observes and documents without manipulating variables, whereas experimental research involves intentional interventions to establish cause-and-effect relationships.

Is descriptive research only for social sciences?

No, various descriptive research types may be applicable to all fields of study, including social science, humanities, physical science, and biological science.

How important is descriptive research?

The importance of descriptive research lies in its ability to provide a glimpse of the current state of a phenomenon, offering valuable insights and establishing a basic understanding. Further, the advantages of descriptive research include its capacity to offer a straightforward depiction of a situation or phenomenon, facilitate the identification of patterns or trends, and serve as a useful starting point for more in-depth investigations. Additionally, descriptive research can contribute to the development of hypotheses and guide the formulation of research questions for subsequent studies.

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• Key Differences

Know the Differences & Comparisons

Difference Between Exploratory and Descriptive Research

The research design is defined as a framework for carrying out research activities in different fields of study. The research design is classified into two important categories i.e. exploratory and conclusive research. Conclusive research is further subdivided into descriptive and casual research. The people often juxtapose exploratory research and descriptive research, but the fact is that they are different.

Take a read of this article to understand the differences between exploratory and descriptive research.

Content: Exploratory Research Vs Descriptive Research

Comparison chart.

Definition of Exploratory Research

As the name implies, the primary objective of exploratory research is to explore a problem to provide insights into and comprehension for more precise investigation. It focuses on the discovery of ideas and thoughts. The exploratory research design is suitable for studies which are flexible enough to provide an opportunity for considering all the aspects of the problem.

At this point, the required information is loosely defined, and the research process is flexible and unstructured. It is used in the situation when you must define the problem correctly, identify alternative courses of actions, develop a hypothesis, gain additional insights before the development of an approach, set priorities for further examination. The following methods are used for conducting exploratory research

• Survey of concerning literature
• Experience survey
• Analysis of insights stimulating

Definition of Descriptive Research

By the term descriptive research, we mean a type of conclusive research study which is concerned with describing the characteristics of a particular individual or group. It includes research related to specific predictions, features or functions of person or group, the narration of facts, etc.

The descriptive research aims at obtaining complete and accurate information for the study, the method adopted must be carefully planned. The researcher should precisely define what he wants to measure? How does he want to measure? He should clearly define the population under study. It uses methods like quantitative analysis of secondary data, surveys, panels, observations, interviews, questionnaires, etc.

Descriptive Research concentrates on formulating the research objective, designing methods for the collection of data, selection of the sample, data collection, processing, and analysis, reporting the results.

Key Differences Between Exploratory and Descriptive Research

The difference between exploratory and descriptive research can be drawn clearly on the following grounds:

• Research conducted for formulating a problem for more clear investigation is called exploratory research. Research that explore and explains an individual, group or a situation, is called descriptive research.
• The exploratory research aims at the discovery of ideas and thoughts whereas the primary purpose of descriptive research is to describe the characteristics and functions.
• The overall design of the exploratory research should be flexible enough so that it provides an opportunity to consider various aspects of the problem. On the contrary, in descriptive research, the overall design should be rigid which protects against bias and also maximise reliability.
• The research process is unstructured in exploratory research. However, it is structured in the case of descriptive research.
• Non-probability sampling i.e. judgment or purposive sampling design is used in exploratory research. As opposed to descriptive research where probability (random) sampling design is used.
• When it comes to statistical design, exploratory research has no pre-planned design for analysis. Unlike, descriptive research that has the pre-planned design for analysis.

Therefore exploratory research results in insights or hypothesis, regardless of the method adopted, the most important thing is that it should remain flexible so that all the facets of the problem can be studied, as and when they arise. Conversely, descriptive research is a comparative design which is prepared according to the study and resources available. Such study minimises bias and maximises reliability.

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Methodology

• Descriptive Research | Definition, Types, Methods & Examples

Descriptive Research | Definition, Types, Methods & Examples

Published on May 15, 2019 by Shona McCombes . Revised on June 22, 2023.

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, other interesting articles.

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.

Descriptive research question examples

• How has the Amsterdam housing market changed over the past 20 years?
• Do customers of company X prefer product X or product Y?
• 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 analyzed 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 organization’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 organization). 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 generalizable facts, case studies often focus on unusual or interesting cases that challenge assumptions, add complexity, or reveal something new about a research problem .

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

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Types of Study in Medical Research

Bernd röhrig.

1 MDK Rheinland-Pfalz, Referat Rehabilitation/Biometrie, Alzey

Jean-Baptist du Prel

2 Zentrum für Präventive Pädiatrie, Zentrum für Kinder- und Jugendmedizin, Mainz

Daniel Wachtlin

3 Interdisziplinäres Zentrum Klinische Studien (IZKS), Fachbereich Medizin der Universität Mainz

Maria Blettner

4 Institut für Medizinische Biometrie, Epidemiologie und Informatik (IMBEI), Johannes Gutenberg Universität Mainz

The choice of study type is an important aspect of the design of medical studies. The study design and consequent study type are major determinants of a study’s scientific quality and clinical value.

This article describes the structured classification of studies into two types, primary and secondary, as well as a further subclassification of studies of primary type. This is done on the basis of a selective literature search concerning study types in medical research, in addition to the authors’ own experience.

Three main areas of medical research can be distinguished by study type: basic (experimental), clinical, and epidemiological research. Furthermore, clinical and epidemiological studies can be further subclassified as either interventional or noninterventional.

Conclusions

The study type that can best answer the particular research question at hand must be determined not only on a purely scientific basis, but also in view of the available financial resources, staffing, and practical feasibility (organization, medical prerequisites, number of patients, etc.).

The quality, reliability and possibility of publishing a study are decisively influenced by the selection of a proper study design. The study type is a component of the study design (see the article "Study Design in Medical Research") and must be specified before the study starts. The study type is determined by the question to be answered and decides how useful a scientific study is and how well it can be interpreted. If the wrong study type has been selected, this cannot be rectified once the study has started.

After an earlier publication dealing with aspects of study design, the present article deals with study types in primary and secondary research. The article focuses on study types in primary research. A special article will be devoted to study types in secondary research, such as meta-analyses and reviews. This article covers the classification of individual study types. The conception, implementation, advantages, disadvantages and possibilities of using the different study types are illustrated by examples. The article is based on a selective literature research on study types in medical research, as well as the authors’ own experience.

Classification of study types

In principle, medical research is classified into primary and secondary research. While secondary research summarizes available studies in the form of reviews and meta-analyses, the actual studies are performed in primary research. Three main areas are distinguished: basic medical research, clinical research, and epidemiological research. In individual cases, it may be difficult to classify individual studies to one of these three main categories or to the subcategories. In the interests of clarity and to avoid excessive length, the authors will dispense with discussing special areas of research, such as health services research, quality assurance, or clinical epidemiology. Figure 1 gives an overview of the different study types in medical research.

Classification of different study types

*1 , sometimes known as experimental research; *2 , analogous term: interventional; *3 , analogous term: noninterventional or nonexperimental

This scheme is intended to classify the study types as clearly as possible. In the interests of clarity, we have excluded clinical epidemiology — a subject which borders on both clinical and epidemiological research ( 3 ). The study types in this area can be found under clinical research and epidemiology.

Basic research

Basic medical research (otherwise known as experimental research) includes animal experiments, cell studies, biochemical, genetic and physiological investigations, and studies on the properties of drugs and materials. In almost all experiments, at least one independent variable is varied and the effects on the dependent variable are investigated. The procedure and the experimental design can be precisely specified and implemented ( 1 ). For example, the population, number of groups, case numbers, treatments and dosages can be exactly specified. It is also important that confounding factors should be specifically controlled or reduced. In experiments, specific hypotheses are investigated and causal statements are made. High internal validity (= unambiguity) is achieved by setting up standardized experimental conditions, with low variability in the units of observation (for example, cells, animals or materials). External validity is a more difficult issue. Laboratory conditions cannot always be directly transferred to normal clinical practice and processes in isolated cells or in animals are not equivalent to those in man (= generalizability) ( 2 ).

Basic research also includes the development and improvement of analytical procedures—such as analytical determination of enzymes, markers or genes—, imaging procedures—such as computed tomography or magnetic resonance imaging—, and gene sequencing—such as the link between eye color and specific gene sequences. The development of biometric procedures—such as statistical test procedures, modeling and statistical evaluation strategies—also belongs here.

Clinical studies

Clinical studies include both interventional (or experimental) studies and noninterventional (or observational) studies. A clinical drug study is an interventional clinical study, defined according to §4 Paragraph 23 of the Medicines Act [Arzneimittelgesetz; AMG] as "any study performed on man with the purpose of studying or demonstrating the clinical or pharmacological effects of drugs, to establish side effects, or to investigate absorption, distribution, metabolism or elimination, with the aim of providing clear evidence of the efficacy or safety of the drug."

Interventional studies also include studies on medical devices and studies in which surgical, physical or psychotherapeutic procedures are examined. In contrast to clinical studies, §4 Paragraph 23 of the AMG describes noninterventional studies as follows: "A noninterventional study is a study in the context of which knowledge from the treatment of persons with drugs in accordance with the instructions for use specified in their registration is analyzed using epidemiological methods. The diagnosis, treatment and monitoring are not performed according to a previously specified study protocol, but exclusively according to medical practice."

The aim of an interventional clinical study is to compare treatment procedures within a patient population, which should exhibit as few as possible internal differences, apart from the treatment ( 4 , e1 ). This is to be achieved by appropriate measures, particularly by random allocation of the patients to the groups, thus avoiding bias in the result. Possible therapies include a drug, an operation, the therapeutic use of a medical device such as a stent, or physiotherapy, acupuncture, psychosocial intervention, rehabilitation measures, training or diet. Vaccine studies also count as interventional studies in Germany and are performed as clinical studies according to the AMG.

Interventional clinical studies are subject to a variety of legal and ethical requirements, including the Medicines Act and the Law on Medical Devices. Studies with medical devices must be registered by the responsible authorities, who must also approve studies with drugs. Drug studies also require a favorable ruling from the responsible ethics committee. A study must be performed in accordance with the binding rules of Good Clinical Practice (GCP) ( 5 , e2 – e4 ). For clinical studies on persons capable of giving consent, it is absolutely essential that the patient should sign a declaration of consent (informed consent) ( e2 ). A control group is included in most clinical studies. This group receives another treatment regimen and/or placebo—a therapy without substantial efficacy. The selection of the control group must not only be ethically defensible, but also be suitable for answering the most important questions in the study ( e5 ).

Clinical studies should ideally include randomization, in which the patients are allocated by chance to the therapy arms. This procedure is performed with random numbers or computer algorithms ( 6 – 8 ). Randomization ensures that the patients will be allocated to the different groups in a balanced manner and that possible confounding factors—such as risk factors, comorbidities and genetic variabilities—will be distributed by chance between the groups (structural equivalence) ( 9 , 10 ). Randomization is intended to maximize homogeneity between the groups and prevent, for example, a specific therapy being reserved for patients with a particularly favorable prognosis (such as young patients in good physical condition) ( 11 ).

Blinding is another suitable method to avoid bias. A distinction is made between single and double blinding. With single blinding, the patient is unaware which treatment he is receiving, while, with double blinding, neither the patient nor the investigator knows which treatment is planned. Blinding the patient and investigator excludes possible subjective (even subconscious) influences on the evaluation of a specific therapy (e.g. drug administration versus placebo). Thus, double blinding ensures that the patient or therapy groups are both handled and observed in the same manner. The highest possible degree of blinding should always be selected. The study statistician should also remain blinded until the details of the evaluation have finally been specified.

A well designed clinical study must also include case number planning. This ensures that the assumed therapeutic effect can be recognized as such, with a previously specified statistical probability (statistical power) ( 4 , 6 , 12 ).

It is important for the performance of a clinical trial that it should be carefully planned and that the exact clinical details and methods should be specified in the study protocol ( 13 ). It is, however, also important that the implementation of the study according to the protocol, as well as data collection, must be monitored. For a first class study, data quality must be ensured by double data entry, programming plausibility tests, and evaluation by a biometrician. International recommendations for the reporting of randomized clinical studies can be found in the CONSORT statement (Consolidated Standards of Reporting Trials, www.consort-statement.org ) ( 14 ). Many journals make this an essential condition for publication.

For all the methodological reasons mentioned above and for ethical reasons, the randomized controlled and blinded clinical trial with case number planning is accepted as the gold standard for testing the efficacy and safety of therapies or drugs ( 4 , e1 , 15 ).

In contrast, noninterventional clinical studies (NIS) are patient-related observational studies, in which patients are given an individually specified therapy. The responsible physician specifies the therapy on the basis of the medical diagnosis and the patient’s wishes. NIS include noninterventional therapeutic studies, prognostic studies, observational drug studies, secondary data analyses, case series and single case analyses ( 13 , 16 ). Similarly to clinical studies, noninterventional therapy studies include comparison between therapies; however, the treatment is exclusively according to the physician’s discretion. The evaluation is often retrospective. Prognostic studies examine the influence of prognostic factors (such as tumor stage, functional state, or body mass index) on the further course of a disease. Diagnostic studies are another class of observational studies, in which either the quality of a diagnostic method is compared to an established method (ideally a gold standard), or an investigator is compared with one or several other investigators (inter-rater comparison) or with himself at different time points (intra-rater comparison) ( e1 ). If an event is very rare (such as a rare disease or an individual course of treatment), a single-case study, or a case series, are possibilities. A case series is a study on a larger patient group with a specific disease. For example, after the discovery of the AIDS virus, the Center for Disease Control (CDC) in the USA collected a case series of 1000 patients, in order to study frequent complications of this infection. The lack of a control group is a disadvantage of case series. For this reason, case series are primarily used for descriptive purposes ( 3 ).

Epidemiological studies

The main point of interest in epidemiological studies is to investigate the distribution and historical changes in the frequency of diseases and the causes for these. Analogously to clinical studies, a distinction is made between experimental and observational epidemiological studies ( 16 , 17 ).

Interventional studies are experimental in character and are further subdivided into field studies (sample from an area, such as a large region or a country) and group studies (sample from a specific group, such as a specific social or ethnic group). One example was the investigation of the iodine supplementation of cooking salt to prevent cretinism in a region with iodine deficiency. On the other hand, many interventions are unsuitable for randomized intervention studies, for ethical, social or political reasons, as the exposure may be harmful to the subjects ( 17 ).

Observational epidemiological studies can be further subdivided into cohort studies (follow-up studies), case control studies, cross-sectional studies (prevalence studies), and ecological studies (correlation studies or studies with aggregated data).

In contrast, studies with only descriptive evaluation are restricted to a simple depiction of the frequency (incidence and prevalence) and distribution of a disease within a population. The objective of the description may also be the regular recording of information (monitoring, surveillance). Registry data are also suited for the description of prevalence and incidence; for example, they are used for national health reports in Germany.

In the simplest case, cohort studies involve the observation of two healthy groups of subjects over time. One group is exposed to a specific substance (for example, workers in a chemical factory) and the other is not exposed. It is recorded prospectively (into the future) how often a specific disease (such as lung cancer) occurs in the two groups ( figure 2a ). The incidence for the occurrence of the disease can be determined for both groups. Moreover, the relative risk (quotient of the incidence rates) is a very important statistical parameter which can be calculated in cohort studies. For rare types of exposure, the general population can be used as controls ( e6 ). All evaluations naturally consider the age and gender distributions in the corresponding cohorts. The objective of cohort studies is to record detailed information on the exposure and on confounding factors, such as the duration of employment, the maximum and the cumulated exposure. One well known cohort study is the British Doctors Study, which prospectively examined the effect of smoking on mortality among British doctors over a period of decades ( e7 ). Cohort studies are well suited for detecting causal connections between exposure and the development of disease. On the other hand, cohort studies often demand a great deal of time, organization, and money. So-called historical cohort studies represent a special case. In this case, all data on exposure and effect (illness) are already available at the start of the study and are analyzed retrospectively. For example, studies of this sort are used to investigate occupational forms of cancer. They are usually cheaper ( 16 ).

Graphical depiction of a prospective cohort study (simplest case [2a]) and a retrospective case control study (2b)

In case control studies, cases are compared with controls. Cases are persons who fall ill from the disease in question. Controls are persons who are not ill, but are otherwise comparable to the cases. A retrospective analysis is performed to establish to what extent persons in the case and control groups were exposed ( figure 2b ). Possible exposure factors include smoking, nutrition and pollutant load. Care should be taken that the intensity and duration of the exposure is analyzed as carefully and in as detailed a manner as possible. If it is observed that ill people are more often exposed than healthy people, it may be concluded that there is a link between the illness and the risk factor. In case control studies, the most important statistical parameter is the odds ratio. Case control studies usually require less time and fewer resources than cohort studies ( 16 ). The disadvantage of case control studies is that the incidence rate (rate of new cases) cannot be calculated. There is also a great risk of bias from the selection of the study population ("selection bias") and from faulty recall ("recall bias") (see too the article "Avoiding Bias in Observational Studies"). Table 1 presents an overview of possible types of epidemiological study ( e8 ). Table 2 summarizes the advantages and disadvantages of observational studies ( 16 ).

1 = slight; 2 = moderate; 3 = high; N/A, not applicable.

*Individual cases may deviate from this pattern.

Selecting the correct study type is an important aspect of study design (see "Study Design in Medical Research" in volume 11/2009). However, the scientific questions can only be correctly answered if the study is planned and performed at a qualitatively high level ( e9 ). It is very important to consider or even eliminate possible interfering factors (or confounders), as otherwise the result cannot be adequately interpreted. Confounders are characteristics which influence the target parameters. Although this influence is not of primary interest, it can interfere with the connection between the target parameter and the factors that are of interest. The influence of confounders can be minimized or eliminated by standardizing the procedure, stratification ( 18 ), or adjustment ( 19 ).

The decision as to which study type is suitable to answer a specific primary research question must be based not only on scientific considerations, but also on issues related to resources (personnel and finances), hospital capacity, and practicability. Many epidemiological studies can only be implemented if there is access to registry data. The demands for planning, implementation, and statistical evaluation for observational studies should be just as high for observational studies as for experimental studies. There are particularly strict requirements, with legally based regulations (such as the Medicines Act and Good Clinical Practice), for the planning, implementation, and evaluation of clinical studies. A study protocol must be prepared for both interventional and noninterventional studies ( 6 , 13 ). The study protocol must contain information on the conditions, question to be answered (objective), the methods of measurement, the implementation, organization, study population, data management, case number planning, the biometric evaluation, and the clinical relevance of the question to be answered ( 13 ).

Important and justified ethical considerations may restrict studies with optimal scientific and statistical features. A randomized intervention study under strictly controlled conditions of the effect of exposure to harmful factors (such as smoking, radiation, or a fatty diet) is not possible and not permissible for ethical reasons. Observational studies are a possible alternative to interventional studies, even though observational studies are less reliable and less easy to control ( 17 ).

A medical study should always be published in a peer reviewed journal. Depending on the study type, there are recommendations and checklists for presenting the results. For example, these may include a description of the population, the procedure for missing values and confounders, and information on statistical parameters. Recommendations and guidelines are available for clinical studies ( 14 , 20 , e10 , e11 ), for diagnostic studies ( 21 , 22 , e12 ), and for epidemiological studies ( 23 , e13 ). Since 2004, the WHO has demanded that studies should be registered in a public registry, such as www.controlled-trials.com or www.clinicaltrials.gov . This demand is supported by the International Committee of Medical Journal Editors (ICMJE) ( 24 ), which specifies that the registration of the study before inclusion of the first subject is an essential condition for the publication of the study results ( e14 ).

When specifying the study type and study design for medical studies, it is essential to collaborate with an experienced biometrician. The quality and reliability of the study can be decisively improved if all important details are planned together ( 12 , 25 ).

Acknowledgments

Translated from the original German by Rodney A. Yeates, M.A., Ph.D.

Conflict of interest statement

The authors declare that there is no conflict of interest in the sense of the International Committee of Medical Journal Editors.

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Chapter 3. Psychological Science

3.2 Psychologists Use Descriptive, Correlational, and Experimental Research Designs to Understand Behaviour

Learning objectives.

• Differentiate the goals of descriptive, correlational, and experimental research designs and explain the advantages and disadvantages of each.
• Explain the goals of descriptive research and the statistical techniques used to interpret it.
• Summarize the uses of correlational research and describe why correlational research cannot be used to infer causality.
• Review the procedures of experimental research and explain how it can be used to draw causal inferences.

Psychologists agree that if their ideas and theories about human behaviour are to be taken seriously, they must be backed up by data. However, the research of different psychologists is designed with different goals in mind, and the different goals require different approaches. These varying approaches, summarized in Table 3.2, are known as research designs . A research design  is the specific method a researcher uses to collect, analyze, and interpret data . Psychologists use three major types of research designs in their research, and each provides an essential avenue for scientific investigation. Descriptive research  is research designed to provide a snapshot of the current state of affairs . Correlational research  is research designed to discover relationships among variables and to allow the prediction of future events from present knowledge . Experimental research  is research in which initial equivalence among research participants in more than one group is created, followed by a manipulation of a given experience for these groups and a measurement of the influence of the manipulation . Each of the three research designs varies according to its strengths and limitations, and it is important to understand how each differs.

Descriptive Research: Assessing the Current State of Affairs

Descriptive research is designed to create a snapshot of the current thoughts, feelings, or behaviour of individuals. This section reviews three types of descriptive research : case studies , surveys , and naturalistic observation (Figure 3.4).

Sometimes the data in a descriptive research project are based on only a small set of individuals, often only one person or a single small group. These research designs are known as case studies — descriptive records of one or more individual’s experiences and behaviour . Sometimes case studies involve ordinary individuals, as when developmental psychologist Jean Piaget used his observation of his own children to develop his stage theory of cognitive development. More frequently, case studies are conducted on individuals who have unusual or abnormal experiences or characteristics or who find themselves in particularly difficult or stressful situations. The assumption is that by carefully studying individuals who are socially marginal, who are experiencing unusual situations, or who are going through a difficult phase in their lives, we can learn something about human nature.

Sigmund Freud was a master of using the psychological difficulties of individuals to draw conclusions about basic psychological processes. Freud wrote case studies of some of his most interesting patients and used these careful examinations to develop his important theories of personality. One classic example is Freud’s description of “Little Hans,” a child whose fear of horses the psychoanalyst interpreted in terms of repressed sexual impulses and the Oedipus complex (Freud, 1909/1964).

Another well-known case study is Phineas Gage, a man whose thoughts and emotions were extensively studied by cognitive psychologists after a railroad spike was blasted through his skull in an accident. Although there are questions about the interpretation of this case study (Kotowicz, 2007), it did provide early evidence that the brain’s frontal lobe is involved in emotion and morality (Damasio et al., 2005). An interesting example of a case study in clinical psychology is described by Rokeach (1964), who investigated in detail the beliefs of and interactions among three patients with schizophrenia, all of whom were convinced they were Jesus Christ.

In other cases the data from descriptive research projects come in the form of a survey — a measure administered through either an interview or a written questionnaire to get a picture of the beliefs or behaviours of a sample of people of interest . The people chosen to participate in the research (known as the sample) are selected to be representative of all the people that the researcher wishes to know about (the population). In election polls, for instance, a sample is taken from the population of all “likely voters” in the upcoming elections.

The results of surveys may sometimes be rather mundane, such as “Nine out of 10 doctors prefer Tymenocin” or “The median income in the city of Hamilton is $46,712.” Yet other times (particularly in discussions of social behaviour), the results can be shocking: “More than 40,000 people are killed by gunfire in the United States every year” or “More than 60% of women between the ages of 50 and 60 suffer from depression.” Descriptive research is frequently used by psychologists to get an estimate of the prevalence (or incidence ) of psychological disorders.

A final type of descriptive research — known as naturalistic observation — is research based on the observation of everyday events . For instance, a developmental psychologist who watches children on a playground and describes what they say to each other while they play is conducting descriptive research, as is a biopsychologist who observes animals in their natural habitats. One example of observational research involves a systematic procedure known as the strange situation , used to get a picture of how adults and young children interact. The data that are collected in the strange situation are systematically coded in a coding sheet such as that shown in Table 3.3.

The results of descriptive research projects are analyzed using descriptive statistics — numbers that summarize the distribution of scores on a measured variable . Most variables have distributions similar to that shown in Figure 3.5 where most of the scores are located near the centre of the distribution, and the distribution is symmetrical and bell-shaped. A data distribution that is shaped like a bell is known as a normal distribution .

A distribution can be described in terms of its central tendency — that is, the point in the distribution around which the data are centred — and its dispersion, or spread . The arithmetic average, or arithmetic mean , symbolized by the letter M , is the most commonly used measure of central tendency . It is computed by calculating the sum of all the scores of the variable and dividing this sum by the number of participants in the distribution (denoted by the letter N ). In the data presented in Figure 3.5 the mean height of the students is 67.12 inches (170.5 cm). The sample mean is usually indicated by the letter M .

In some cases, however, the data distribution is not symmetrical. This occurs when there are one or more extreme scores (known as outliers ) at one end of the distribution. Consider, for instance, the variable of family income (see Figure 3.6), which includes an outlier (a value of $3,800,000). In this case the mean is not a good measure of central tendency. Although it appears from Figure 3.6 that the central tendency of the family income variable should be around $70,000, the mean family income is actually $223,960. The single very extreme income has a disproportionate impact on the mean, resulting in a value that does not well represent the central tendency.

The median is used as an alternative measure of central tendency when distributions are not symmetrical. The median  is the score in the center of the distribution, meaning that 50% of the scores are greater than the median and 50% of the scores are less than the median . In our case, the median household income ($73,000) is a much better indication of central tendency than is the mean household income ($223,960).

A final measure of central tendency, known as the mode , represents the value that occurs most frequently in the distribution . You can see from Figure 3.6 that the mode for the family income variable is $93,000 (it occurs four times).

In addition to summarizing the central tendency of a distribution, descriptive statistics convey information about how the scores of the variable are spread around the central tendency. Dispersion refers to the extent to which the scores are all tightly clustered around the central tendency , as seen in Figure 3.7.

Or they may be more spread out away from it, as seen in Figure 3.8.

One simple measure of dispersion is to find the largest (the maximum ) and the smallest (the minimum ) observed values of the variable and to compute the range of the variable as the maximum observed score minus the minimum observed score. You can check that the range of the height variable in Figure 3.5 is 72 – 62 = 10. The standard deviation , symbolized as s , is the most commonly used measure of dispersion . Distributions with a larger standard deviation have more spread. The standard deviation of the height variable is s = 2.74, and the standard deviation of the family income variable is s = $745,337.

An advantage of descriptive research is that it attempts to capture the complexity of everyday behaviour. Case studies provide detailed information about a single person or a small group of people, surveys capture the thoughts or reported behaviours of a large population of people, and naturalistic observation objectively records the behaviour of people or animals as it occurs naturally. Thus descriptive research is used to provide a relatively complete understanding of what is currently happening.

Despite these advantages, descriptive research has a distinct disadvantage in that, although it allows us to get an idea of what is currently happening, it is usually limited to static pictures. Although descriptions of particular experiences may be interesting, they are not always transferable to other individuals in other situations, nor do they tell us exactly why specific behaviours or events occurred. For instance, descriptions of individuals who have suffered a stressful event, such as a war or an earthquake, can be used to understand the individuals’ reactions to the event but cannot tell us anything about the long-term effects of the stress. And because there is no comparison group that did not experience the stressful situation, we cannot know what these individuals would be like if they hadn’t had the stressful experience.

Correlational Research: Seeking Relationships among Variables

In contrast to descriptive research, which is designed primarily to provide static pictures, correlational research involves the measurement of two or more relevant variables and an assessment of the relationship between or among those variables. For instance, the variables of height and weight are systematically related (correlated) because taller people generally weigh more than shorter people. In the same way, study time and memory errors are also related, because the more time a person is given to study a list of words, the fewer errors he or she will make. When there are two variables in the research design, one of them is called the predictor variable and the other the outcome variable . The research design can be visualized as shown in Figure 3.9, where the curved arrow represents the expected correlation between these two variables.

One way of organizing the data from a correlational study with two variables is to graph the values of each of the measured variables using a scatter plot . As you can see in Figure 3.10 a scatter plot  is a visual image of the relationship between two variables . A point is plotted for each individual at the intersection of his or her scores for the two variables. When the association between the variables on the scatter plot can be easily approximated with a straight line , as in parts (a) and (b) of Figure 3.10 the variables are said to have a linear relationship .

When the straight line indicates that individuals who have above-average values for one variable also tend to have above-average values for the other variable , as in part (a), the relationship is said to be positive linear . Examples of positive linear relationships include those between height and weight, between education and income, and between age and mathematical abilities in children. In each case, people who score higher on one of the variables also tend to score higher on the other variable. Negative linear relationships , in contrast, as shown in part (b), occur when above-average values for one variable tend to be associated with below-average values for the other variable. Examples of negative linear relationships include those between the age of a child and the number of diapers the child uses, and between practice on and errors made on a learning task. In these cases, people who score higher on one of the variables tend to score lower on the other variable.

Relationships between variables that cannot be described with a straight line are known as nonlinear relationships . Part (c) of Figure 3.10 shows a common pattern in which the distribution of the points is essentially random. In this case there is no relationship at all between the two variables, and they are said to be independent . Parts (d) and (e) of Figure 3.10 show patterns of association in which, although there is an association, the points are not well described by a single straight line. For instance, part (d) shows the type of relationship that frequently occurs between anxiety and performance. Increases in anxiety from low to moderate levels are associated with performance increases, whereas increases in anxiety from moderate to high levels are associated with decreases in performance. Relationships that change in direction and thus are not described by a single straight line are called curvilinear relationships .

The most common statistical measure of the strength of linear relationships among variables is the Pearson correlation coefficient , which is symbolized by the letter r . The value of the correlation coefficient ranges from r = –1.00 to r = +1.00. The direction of the linear relationship is indicated by the sign of the correlation coefficient. Positive values of r (such as r = .54 or r = .67) indicate that the relationship is positive linear (i.e., the pattern of the dots on the scatter plot runs from the lower left to the upper right), whereas negative values of r (such as r = –.30 or r = –.72) indicate negative linear relationships (i.e., the dots run from the upper left to the lower right). The strength of the linear relationship is indexed by the distance of the correlation coefficient from zero (its absolute value). For instance, r = –.54 is a stronger relationship than r = .30, and r = .72 is a stronger relationship than r = –.57. Because the Pearson correlation coefficient only measures linear relationships, variables that have curvilinear relationships are not well described by r , and the observed correlation will be close to zero.

It is also possible to study relationships among more than two measures at the same time. A research design in which more than one predictor variable is used to predict a single outcome variable is analyzed through multiple regression (Aiken & West, 1991).  Multiple regression  is a statistical technique, based on correlation coefficients among variables, that allows predicting a single outcome variable from more than one predictor variable . For instance, Figure 3.11 shows a multiple regression analysis in which three predictor variables (Salary, job satisfaction, and years employed) are used to predict a single outcome (job performance). The use of multiple regression analysis shows an important advantage of correlational research designs — they can be used to make predictions about a person’s likely score on an outcome variable (e.g., job performance) based on knowledge of other variables.

An important limitation of correlational research designs is that they cannot be used to draw conclusions about the causal relationships among the measured variables. Consider, for instance, a researcher who has hypothesized that viewing violent behaviour will cause increased aggressive play in children. He has collected, from a sample of Grade 4 children, a measure of how many violent television shows each child views during the week, as well as a measure of how aggressively each child plays on the school playground. From his collected data, the researcher discovers a positive correlation between the two measured variables.

Although this positive correlation appears to support the researcher’s hypothesis, it cannot be taken to indicate that viewing violent television causes aggressive behaviour. Although the researcher is tempted to assume that viewing violent television causes aggressive play, there are other possibilities. One alternative possibility is that the causal direction is exactly opposite from what has been hypothesized. Perhaps children who have behaved aggressively at school develop residual excitement that leads them to want to watch violent television shows at home (Figure 3.13):

Although this possibility may seem less likely, there is no way to rule out the possibility of such reverse causation on the basis of this observed correlation. It is also possible that both causal directions are operating and that the two variables cause each other (Figure 3.14).

Still another possible explanation for the observed correlation is that it has been produced by the presence of a common-causal variable (also known as a third variable ). A common-causal variable  is a variable that is not part of the research hypothesis but that causes both the predictor and the outcome variable and thus produces the observed correlation between them . In our example, a potential common-causal variable is the discipline style of the children’s parents. Parents who use a harsh and punitive discipline style may produce children who like to watch violent television and who also behave aggressively in comparison to children whose parents use less harsh discipline (Figure 3.15)

In this case, television viewing and aggressive play would be positively correlated (as indicated by the curved arrow between them), even though neither one caused the other but they were both caused by the discipline style of the parents (the straight arrows). When the predictor and outcome variables are both caused by a common-causal variable, the observed relationship between them is said to be spurious . A spurious relationship  is a relationship between two variables in which a common-causal variable produces and “explains away” the relationship . If effects of the common-causal variable were taken away, or controlled for, the relationship between the predictor and outcome variables would disappear. In the example, the relationship between aggression and television viewing might be spurious because by controlling for the effect of the parents’ disciplining style, the relationship between television viewing and aggressive behaviour might go away.

Common-causal variables in correlational research designs can be thought of as mystery variables because, as they have not been measured, their presence and identity are usually unknown to the researcher. Since it is not possible to measure every variable that could cause both the predictor and outcome variables, the existence of an unknown common-causal variable is always a possibility. For this reason, we are left with the basic limitation of correlational research: correlation does not demonstrate causation. It is important that when you read about correlational research projects, you keep in mind the possibility of spurious relationships, and be sure to interpret the findings appropriately. Although correlational research is sometimes reported as demonstrating causality without any mention being made of the possibility of reverse causation or common-causal variables, informed consumers of research, like you, are aware of these interpretational problems.

In sum, correlational research designs have both strengths and limitations. One strength is that they can be used when experimental research is not possible because the predictor variables cannot be manipulated. Correlational designs also have the advantage of allowing the researcher to study behaviour as it occurs in everyday life. And we can also use correlational designs to make predictions — for instance, to predict from the scores on their battery of tests the success of job trainees during a training session. But we cannot use such correlational information to determine whether the training caused better job performance. For that, researchers rely on experiments.

Experimental Research: Understanding the Causes of Behaviour

The goal of experimental research design is to provide more definitive conclusions about the causal relationships among the variables in the research hypothesis than is available from correlational designs. In an experimental research design, the variables of interest are called the independent variable (or variables ) and the dependent variable . The independent variable  in an experiment is the causing variable that is created (manipulated) by the experimenter . The dependent variable  in an experiment is a measured variable that is expected to be influenced by the experimental manipulation . The research hypothesis suggests that the manipulated independent variable or variables will cause changes in the measured dependent variables. We can diagram the research hypothesis by using an arrow that points in one direction. This demonstrates the expected direction of causality (Figure 3.16):

Research Focus: Video Games and Aggression

Consider an experiment conducted by Anderson and Dill (2000). The study was designed to test the hypothesis that viewing violent video games would increase aggressive behaviour. In this research, male and female undergraduates from Iowa State University were given a chance to play with either a violent video game (Wolfenstein 3D) or a nonviolent video game (Myst). During the experimental session, the participants played their assigned video games for 15 minutes. Then, after the play, each participant played a competitive game with an opponent in which the participant could deliver blasts of white noise through the earphones of the opponent. The operational definition of the dependent variable (aggressive behaviour) was the level and duration of noise delivered to the opponent. The design of the experiment is shown in Figure 3.17

Two advantages of the experimental research design are (a) the assurance that the independent variable (also known as the experimental manipulation ) occurs prior to the measured dependent variable, and (b) the creation of initial equivalence between the conditions of the experiment (in this case by using random assignment to conditions).

Experimental designs have two very nice features. For one, they guarantee that the independent variable occurs prior to the measurement of the dependent variable. This eliminates the possibility of reverse causation. Second, the influence of common-causal variables is controlled, and thus eliminated, by creating initial equivalence among the participants in each of the experimental conditions before the manipulation occurs.

The most common method of creating equivalence among the experimental conditions is through random assignment to conditions, a procedure in which the condition that each participant is assigned to is determined through a random process, such as drawing numbers out of an envelope or using a random number table . Anderson and Dill first randomly assigned about 100 participants to each of their two groups (Group A and Group B). Because they used random assignment to conditions, they could be confident that, before the experimental manipulation occurred, the students in Group A were, on average, equivalent to the students in Group B on every possible variable, including variables that are likely to be related to aggression, such as parental discipline style, peer relationships, hormone levels, diet — and in fact everything else.

Then, after they had created initial equivalence, Anderson and Dill created the experimental manipulation — they had the participants in Group A play the violent game and the participants in Group B play the nonviolent game. Then they compared the dependent variable (the white noise blasts) between the two groups, finding that the students who had viewed the violent video game gave significantly longer noise blasts than did the students who had played the nonviolent game.

Anderson and Dill had from the outset created initial equivalence between the groups. This initial equivalence allowed them to observe differences in the white noise levels between the two groups after the experimental manipulation, leading to the conclusion that it was the independent variable (and not some other variable) that caused these differences. The idea is that the only thing that was different between the students in the two groups was the video game they had played.

Despite the advantage of determining causation, experiments do have limitations. One is that they are often conducted in laboratory situations rather than in the everyday lives of people. Therefore, we do not know whether results that we find in a laboratory setting will necessarily hold up in everyday life. Second, and more important, is that some of the most interesting and key social variables cannot be experimentally manipulated. If we want to study the influence of the size of a mob on the destructiveness of its behaviour, or to compare the personality characteristics of people who join suicide cults with those of people who do not join such cults, these relationships must be assessed using correlational designs, because it is simply not possible to experimentally manipulate these variables.

Key Takeaways

• Descriptive, correlational, and experimental research designs are used to collect and analyze data.
• Descriptive designs include case studies, surveys, and naturalistic observation. The goal of these designs is to get a picture of the current thoughts, feelings, or behaviours in a given group of people. Descriptive research is summarized using descriptive statistics.
• Correlational research designs measure two or more relevant variables and assess a relationship between or among them. The variables may be presented on a scatter plot to visually show the relationships. The Pearson Correlation Coefficient ( r ) is a measure of the strength of linear relationship between two variables.
• Common-causal variables may cause both the predictor and outcome variable in a correlational design, producing a spurious relationship. The possibility of common-causal variables makes it impossible to draw causal conclusions from correlational research designs.
• Experimental research involves the manipulation of an independent variable and the measurement of a dependent variable. Random assignment to conditions is normally used to create initial equivalence between the groups, allowing researchers to draw causal conclusions.

Exercises and Critical Thinking

• There is a negative correlation between the row that a student sits in in a large class (when the rows are numbered from front to back) and his or her final grade in the class. Do you think this represents a causal relationship or a spurious relationship, and why?
• Think of two variables (other than those mentioned in this book) that are likely to be correlated, but in which the correlation is probably spurious. What is the likely common-causal variable that is producing the relationship?
• Imagine a researcher wants to test the hypothesis that participating in psychotherapy will cause a decrease in reported anxiety. Describe the type of research design the investigator might use to draw this conclusion. What would be the independent and dependent variables in the research?

Image Attributions

Figure 3.4: “ Reading newspaper ” by Alaskan Dude (http://commons.wikimedia.org/wiki/File:Reading_newspaper.jpg) is licensed under CC BY 2.0

Aiken, L., & West, S. (1991).  Multiple regression: Testing and interpreting interactions . Newbury Park, CA: Sage.

Ainsworth, M. S., Blehar, M. C., Waters, E., & Wall, S. (1978).  Patterns of attachment: A psychological study of the strange situation . Hillsdale, NJ: Lawrence Erlbaum Associates.

Anderson, C. A., & Dill, K. E. (2000). Video games and aggressive thoughts, feelings, and behavior in the laboratory and in life.  Journal of Personality and Social Psychology, 78 (4), 772–790.

Damasio, H., Grabowski, T., Frank, R., Galaburda, A. M., Damasio, A. R., Cacioppo, J. T., & Berntson, G. G. (2005). The return of Phineas Gage: Clues about the brain from the skull of a famous patient. In  Social neuroscience: Key readings.  (pp. 21–28). New York, NY: Psychology Press.

Freud, S. (1909/1964). Analysis of phobia in a five-year-old boy. In E. A. Southwell & M. Merbaum (Eds.),  Personality: Readings in theory and research  (pp. 3–32). Belmont, CA: Wadsworth. (Original work published 1909).

Kotowicz, Z. (2007). The strange case of Phineas Gage.  History of the Human Sciences, 20 (1), 115–131.

Rokeach, M. (1964).  The three Christs of Ypsilanti: A psychological study . New York, NY: Knopf.

Stangor, C. (2011). Research methods for the behavioural sciences (4th ed.). Mountain View, CA: Cengage.

Long Descriptions

Figure 3.6 long description: There are 25 families. 24 families have an income between $44,000 and $111,000 and one family has an income of $3,800,000. The mean income is $223,960 while the median income is $73,000. [Return to Figure 3.6]

Figure 3.10 long description: Types of scatter plots.

• Positive linear, r=positive .82. The plots on the graph form a rough line that runs from lower left to upper right.
• Negative linear, r=negative .70. The plots on the graph form a rough line that runs from upper left to lower right.
• Independent, r=0.00. The plots on the graph are spread out around the centre.
• Curvilinear, r=0.00. The plots of the graph form a rough line that goes up and then down like a hill.
• Curvilinear, r=0.00. The plots on the graph for a rough line that goes down and then up like a ditch.

[Return to Figure 3.10]

Introduction to Psychology - 1st Canadian Edition Copyright © 2014 by Jennifer Walinga and Charles Stangor is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Types of Research Designs Compared | Examples

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

When you start planning a research project, developing research questions and creating a  research design , you will have to make various decisions about the type of research you want to do.

There are many ways to categorise different types of research. The words you use to describe your research depend on your discipline and field. In general, though, the form your research design takes will be shaped by:

• The type of knowledge you aim to produce
• The type of data you will collect and analyse
• The sampling methods , timescale, and location of the research

This article takes a look at some common distinctions made between different types of research and outlines the key differences between them.

Table of contents

Types of research aims, types of research data, types of sampling, timescale, and location.

The first thing to consider is what kind of knowledge your research aims to contribute.

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The next thing to consider is what type of data you will collect. Each kind of data is associated with a range of specific research methods and procedures.

Finally, you have to consider three closely related questions: How will you select the subjects or participants of the research? When and how often will you collect data from your subjects? And where will the research take place?

Choosing among all these different research types is part of the process of creating your research design , which determines exactly how the research will be conducted. But the type of research is only the first step: next, you have to make more concrete decisions about your research methods and the details of the study.

Read more about creating a research design

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Chapter 3: Developing a Research Question

3.2 Exploration, Description, Explanation

As you can see, there is much to think about and many decisions to be made as you begin to define your research question and your research project. Something else you will need to consider in the early stages is whether your research will be exploratory, descriptive, or explanatory. Each of these types of research has a different aim or purpose, consequently, how you design your research project will be determined in part by this decision. In the following paragraphs we will look at these three types of research.

Exploratory Research

Researchers conducting exploratory research are typically at the early stages of examining their topics. These sorts of projects are usually conducted when a researcher wants to test the feasibility of conducting a more extensive study; he or she wants to figure out the lay of the land with respect to the particular topic. Perhaps very little prior research has been conducted on this subject. If this is the case, a researcher may wish to do some exploratory work to learn what method to use in collecting data, how best to approach research participants, or even what sorts of questions are reasonable to ask. A researcher wanting to simply satisfy his or her own curiosity about a topic could also conduct exploratory research. Conducting exploratory research on a topic is often a necessary first step, both to satisfy researcher curiosity about the subject and to better understand the phenomenon and the research participants in order to design a larger, subsequent study. See Table 2.1 for examples.

Descriptive Research

Sometimes the goal of research is to describe or define a particular phenomenon. In this case, descriptive research would be an appropriate strategy. A descriptive may, for example, aim to describe a pattern. For example, researchers often collect information to describe something for the benefit of the general public. Market researchers rely on descriptive research to tell them what consumers think of their products. In fact, descriptive research has many useful applications, and you probably rely on findings from descriptive research without even being aware that that is what you are doing. See Table 3.1 for examples.

Explanatory Research

The third type of research, explanatory research, seeks to answer “why” questions. In this case, the researcher is trying to identify the causes and effects of whatever phenomenon is being studied. An explanatory study of college students’ addictions to their electronic gadgets, for example, might aim to understand why students become addicted. Does it have anything to do with their family histories? Does it have anything to do with their other extracurricular hobbies and activities? Does it have anything to do with the people with whom they spend their time? An explanatory study could answer these kinds of questions. See Table 3.1 for examples.

Research Methods for the Social Sciences: An Introduction Copyright © 2020 by Valerie Sheppard is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Descriptive Research Design – Types, Methods and Examples

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Descriptive Research Design

Definition:

Descriptive research design is a type of research methodology that aims to describe or document the characteristics, behaviors, attitudes, opinions, or perceptions of a group or population being studied.

Descriptive research design does not attempt to establish cause-and-effect relationships between variables or make predictions about future outcomes. Instead, it focuses on providing a detailed and accurate representation of the data collected, which can be useful for generating hypotheses, exploring trends, and identifying patterns in the data.

Types of Descriptive Research Design

Types of Descriptive Research Design are as follows:

Cross-sectional Study

This involves collecting data at a single point in time from a sample or population to describe their characteristics or behaviors. For example, a researcher may conduct a cross-sectional study to investigate the prevalence of certain health conditions among a population, or to describe the attitudes and beliefs of a particular group.

Longitudinal Study

This involves collecting data over an extended period of time, often through repeated observations or surveys of the same group or population. Longitudinal studies can be used to track changes in attitudes, behaviors, or outcomes over time, or to investigate the effects of interventions or treatments.

This involves an in-depth examination of a single individual, group, or situation to gain a detailed understanding of its characteristics or dynamics. Case studies are often used in psychology, sociology, and business to explore complex phenomena or to generate hypotheses for further research.

Survey Research

This involves collecting data from a sample or population through standardized questionnaires or interviews. Surveys can be used to describe attitudes, opinions, behaviors, or demographic characteristics of a group, and can be conducted in person, by phone, or online.

Observational Research

This involves observing and documenting the behavior or interactions of individuals or groups in a natural or controlled setting. Observational studies can be used to describe social, cultural, or environmental phenomena, or to investigate the effects of interventions or treatments.

Correlational Research

This involves examining the relationships between two or more variables to describe their patterns or associations. Correlational studies can be used to identify potential causal relationships or to explore the strength and direction of relationships between variables.

Data Analysis Methods

Descriptive research design data analysis methods depend on the type of data collected and the research question being addressed. Here are some common methods of data analysis for descriptive research:

Descriptive Statistics

This method involves analyzing data to summarize and describe the key features of a sample or population. Descriptive statistics can include measures of central tendency (e.g., mean, median, mode) and measures of variability (e.g., range, standard deviation).

Cross-tabulation

This method involves analyzing data by creating a table that shows the frequency of two or more variables together. Cross-tabulation can help identify patterns or relationships between variables.

Content Analysis

This method involves analyzing qualitative data (e.g., text, images, audio) to identify themes, patterns, or trends. Content analysis can be used to describe the characteristics of a sample or population, or to identify factors that influence attitudes or behaviors.

Qualitative Coding

This method involves analyzing qualitative data by assigning codes to segments of data based on their meaning or content. Qualitative coding can be used to identify common themes, patterns, or categories within the data.

Visualization

This method involves creating graphs or charts to represent data visually. Visualization can help identify patterns or relationships between variables and make it easier to communicate findings to others.

Comparative Analysis

This method involves comparing data across different groups or time periods to identify similarities and differences. Comparative analysis can help describe changes in attitudes or behaviors over time or differences between subgroups within a population.

Applications of Descriptive Research Design

Descriptive research design has numerous applications in various fields. Some of the common applications of descriptive research design are:

• Market research: Descriptive research design is widely used in market research to understand consumer preferences, behavior, and attitudes. This helps companies to develop new products and services, improve marketing strategies, and increase customer satisfaction.
• Health research: Descriptive research design is used in health research to describe the prevalence and distribution of a disease or health condition in a population. This helps healthcare providers to develop prevention and treatment strategies.
• Educational research: Descriptive research design is used in educational research to describe the performance of students, schools, or educational programs. This helps educators to improve teaching methods and develop effective educational programs.
• Social science research: Descriptive research design is used in social science research to describe social phenomena such as cultural norms, values, and beliefs. This helps researchers to understand social behavior and develop effective policies.
• Public opinion research: Descriptive research design is used in public opinion research to understand the opinions and attitudes of the general public on various issues. This helps policymakers to develop effective policies that are aligned with public opinion.
• Environmental research: Descriptive research design is used in environmental research to describe the environmental conditions of a particular region or ecosystem. This helps policymakers and environmentalists to develop effective conservation and preservation strategies.

Descriptive Research Design Examples

Here are some real-time examples of descriptive research designs:

• A restaurant chain wants to understand the demographics and attitudes of its customers. They conduct a survey asking customers about their age, gender, income, frequency of visits, favorite menu items, and overall satisfaction. The survey data is analyzed using descriptive statistics and cross-tabulation to describe the characteristics of their customer base.
• A medical researcher wants to describe the prevalence and risk factors of a particular disease in a population. They conduct a cross-sectional study in which they collect data from a sample of individuals using a standardized questionnaire. The data is analyzed using descriptive statistics and cross-tabulation to identify patterns in the prevalence and risk factors of the disease.
• An education researcher wants to describe the learning outcomes of students in a particular school district. They collect test scores from a representative sample of students in the district and use descriptive statistics to calculate the mean, median, and standard deviation of the scores. They also create visualizations such as histograms and box plots to show the distribution of scores.
• A marketing team wants to understand the attitudes and behaviors of consumers towards a new product. They conduct a series of focus groups and use qualitative coding to identify common themes and patterns in the data. They also create visualizations such as word clouds to show the most frequently mentioned topics.
• An environmental scientist wants to describe the biodiversity of a particular ecosystem. They conduct an observational study in which they collect data on the species and abundance of plants and animals in the ecosystem. The data is analyzed using descriptive statistics to describe the diversity and richness of the ecosystem.

How to Conduct Descriptive Research Design

To conduct a descriptive research design, you can follow these general steps:

• Define your research question: Clearly define the research question or problem that you want to address. Your research question should be specific and focused to guide your data collection and analysis.
• Choose your research method: Select the most appropriate research method for your research question. As discussed earlier, common research methods for descriptive research include surveys, case studies, observational studies, cross-sectional studies, and longitudinal studies.
• Design your study: Plan the details of your study, including the sampling strategy, data collection methods, and data analysis plan. Determine the sample size and sampling method, decide on the data collection tools (such as questionnaires, interviews, or observations), and outline your data analysis plan.
• Collect data: Collect data from your sample or population using the data collection tools you have chosen. Ensure that you follow ethical guidelines for research and obtain informed consent from participants.
• Analyze data: Use appropriate statistical or qualitative analysis methods to analyze your data. As discussed earlier, common data analysis methods for descriptive research include descriptive statistics, cross-tabulation, content analysis, qualitative coding, visualization, and comparative analysis.
• I nterpret results: Interpret your findings in light of your research question and objectives. Identify patterns, trends, and relationships in the data, and describe the characteristics of your sample or population.
• Draw conclusions and report results: Draw conclusions based on your analysis and interpretation of the data. Report your results in a clear and concise manner, using appropriate tables, graphs, or figures to present your findings. Ensure that your report follows accepted research standards and guidelines.

When to Use Descriptive Research Design

Descriptive research design is used in situations where the researcher wants to describe a population or phenomenon in detail. It is used to gather information about the current status or condition of a group or phenomenon without making any causal inferences. Descriptive research design is useful in the following situations:

• Exploratory research: Descriptive research design is often used in exploratory research to gain an initial understanding of a phenomenon or population.
• Identifying trends: Descriptive research design can be used to identify trends or patterns in a population, such as changes in consumer behavior or attitudes over time.
• Market research: Descriptive research design is commonly used in market research to understand consumer preferences, behavior, and attitudes.
• Health research: Descriptive research design is useful in health research to describe the prevalence and distribution of a disease or health condition in a population.
• Social science research: Descriptive research design is used in social science research to describe social phenomena such as cultural norms, values, and beliefs.
• Educational research: Descriptive research design is used in educational research to describe the performance of students, schools, or educational programs.

Purpose of Descriptive Research Design

The main purpose of descriptive research design is to describe and measure the characteristics of a population or phenomenon in a systematic and objective manner. It involves collecting data that describe the current status or condition of the population or phenomenon of interest, without manipulating or altering any variables.

The purpose of descriptive research design can be summarized as follows:

• To provide an accurate description of a population or phenomenon: Descriptive research design aims to provide a comprehensive and accurate description of a population or phenomenon of interest. This can help researchers to develop a better understanding of the characteristics of the population or phenomenon.
• To identify trends and patterns: Descriptive research design can help researchers to identify trends and patterns in the data, such as changes in behavior or attitudes over time. This can be useful for making predictions and developing strategies.
• To generate hypotheses: Descriptive research design can be used to generate hypotheses or research questions that can be tested in future studies. For example, if a descriptive study finds a correlation between two variables, this could lead to the development of a hypothesis about the causal relationship between the variables.
• To establish a baseline: Descriptive research design can establish a baseline or starting point for future research. This can be useful for comparing data from different time periods or populations.

Characteristics of Descriptive Research Design

Descriptive research design has several key characteristics that distinguish it from other research designs. Some of the main characteristics of descriptive research design are:

• Objective : Descriptive research design is objective in nature, which means that it focuses on collecting factual and accurate data without any personal bias. The researcher aims to report the data objectively without any personal interpretation.
• Non-experimental: Descriptive research design is non-experimental, which means that the researcher does not manipulate any variables. The researcher simply observes and records the behavior or characteristics of the population or phenomenon of interest.
• Quantitative : Descriptive research design is quantitative in nature, which means that it involves collecting numerical data that can be analyzed using statistical techniques. This helps to provide a more precise and accurate description of the population or phenomenon.
• Cross-sectional: Descriptive research design is often cross-sectional, which means that the data is collected at a single point in time. This can be useful for understanding the current state of the population or phenomenon, but it may not provide information about changes over time.
• Large sample size: Descriptive research design typically involves a large sample size, which helps to ensure that the data is representative of the population of interest. A large sample size also helps to increase the reliability and validity of the data.
• Systematic and structured: Descriptive research design involves a systematic and structured approach to data collection, which helps to ensure that the data is accurate and reliable. This involves using standardized procedures for data collection, such as surveys, questionnaires, or observation checklists.

Advantages of Descriptive Research Design

Descriptive research design has several advantages that make it a popular choice for researchers. Some of the main advantages of descriptive research design are:

• Provides an accurate description: Descriptive research design is focused on accurately describing the characteristics of a population or phenomenon. This can help researchers to develop a better understanding of the subject of interest.
• Easy to conduct: Descriptive research design is relatively easy to conduct and requires minimal resources compared to other research designs. It can be conducted quickly and efficiently, and data can be collected through surveys, questionnaires, or observations.
• Useful for generating hypotheses: Descriptive research design can be used to generate hypotheses or research questions that can be tested in future studies. For example, if a descriptive study finds a correlation between two variables, this could lead to the development of a hypothesis about the causal relationship between the variables.
• Large sample size : Descriptive research design typically involves a large sample size, which helps to ensure that the data is representative of the population of interest. A large sample size also helps to increase the reliability and validity of the data.
• Can be used to monitor changes : Descriptive research design can be used to monitor changes over time in a population or phenomenon. This can be useful for identifying trends and patterns, and for making predictions about future behavior or attitudes.
• Can be used in a variety of fields : Descriptive research design can be used in a variety of fields, including social sciences, healthcare, business, and education.

Limitation of Descriptive Research Design

Descriptive research design also has some limitations that researchers should consider before using this design. Some of the main limitations of descriptive research design are:

• Cannot establish cause and effect: Descriptive research design cannot establish cause and effect relationships between variables. It only provides a description of the characteristics of the population or phenomenon of interest.
• Limited generalizability: The results of a descriptive study may not be generalizable to other populations or situations. This is because descriptive research design often involves a specific sample or situation, which may not be representative of the broader population.
• Potential for bias: Descriptive research design can be subject to bias, particularly if the researcher is not objective in their data collection or interpretation. This can lead to inaccurate or incomplete descriptions of the population or phenomenon of interest.
• Limited depth: Descriptive research design may provide a superficial description of the population or phenomenon of interest. It does not delve into the underlying causes or mechanisms behind the observed behavior or characteristics.
• Limited utility for theory development: Descriptive research design may not be useful for developing theories about the relationship between variables. It only provides a description of the variables themselves.
• Relies on self-report data: Descriptive research design often relies on self-report data, such as surveys or questionnaires. This type of data may be subject to biases, such as social desirability bias or recall bias.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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• What is Pure or Basic Research? + [Examples & Method]

Sometimes, research may be aimed at expanding a field of knowledge or improving the understanding of a natural phenomenon. This type of research is known as a basic, pure or fundamental research, and it is a major means of generating new ideas, principles and theories. 

In many cases, basic research fuels scientific innovations and development because it is driven by the need to unravel the unknown. In this article, we will define what basic research is, its data collection methods and how it differs from other approaches to research. 

What is Basic Research?

Basic research is a type of research approach that is aimed at gaining a better understanding of a subject, phenomenon or basic law of nature. This type of research is primarily focused on the advancement of knowledge rather than solving a specific problem. 

Basic research is also referred to as pure research or fundamental research. The concept of basic research emerged between the late 19th century and early 20th century in an attempt to bridge the gaps existing in the societal utility of science. 

Typically, basic research can be exploratory , descriptive or explanatory; although in many cases, it is explanatory in nature. The primary aim of this research approach is to gather information in order to improve one’s understanding, and this information can then be useful in proffering solutions to a problem. 

Examples of Basic Research 

Basic research can be carried out in different fields with the primary aim of expanding the frontier of knowledge and developing the scope of these fields of study. Examples of basic research can be seen in medicine, education, psychology, technology, to mention but a few.

Basic Research Example in Education  

In education, basic research is used to develop pedagogical theories that explain teaching and learning behaviours in the classroom. Examples of basic research in education include the following:

• How does the Language Acquisition Device work  on children?
• How does the human retentive memory work?
• How do teaching methods affect student’s concentration in class?

Basic Research Example in Science

Basic research advances scientific knowledge by helping researchers understand the function of newly discovered molecules and cells, strange phenomena, or little-understood processes. As with other fields, basic research is responsible for many scientific breakthroughs; even though the knowledge gained may not seem to yield immediate benefits. 

Examples of basic research in science include: 

• A research to determine the chemical composition of organic molecules.
• A research to discover the components of the human DNA.

Basic Research Example in Psychology  

In psychology, basic research helps individuals and organisations to gain insights and better understanding into different conditions. It is entirely theoretical and allows psychologists to understand certain behaviors better without providing  solutions to these behaviours or phenomena.  

Examples of basic research in psychology include: 

• Do stress levels make individuals more aggressive?
• To what extent does caffeine consumption affect classroom concentration?
• A research on behavioral differences between children raised by separated families and children raised by married parents.
• To what extent do gender stereotypes  trigger depression?

Basic Research Example in Health   

Basic research methods improve healthcare by providing different dimensions to the understanding and interpretation of healthcare issues. For example, it allows healthcare practitioners to gain more insight into the origin of diseases which can help to provide cures to chronic medical conditions. 

Many health researchers opine that many vaccines are developed based on an understanding of the causes of the disease such as in the case of the polio vaccine. Several medical breakthroughs have been attributed to the wealth of knowledge provided through basic research. 

Examples of basic research in health include: 

• An investigation into the symptoms of Coronavirus.
• An investigation into the causative factors of malaria
• An investigation into the secondary symptoms of high blood pressure.

Basic Research Method

 An interview is a common method of data collection in basic research that involves having a one-on-one interaction with an individual in order to gather relevant information about a phenomenon. Interview can be structured, unstructured or semi-structured depending on the research process and objectives.  

In a structured interview , the researcher asks a set of premeditated questions while in an unstructured interview, the researcher does not make use of a set of premeditated questions. Rather he or she depends on spontaneity and follow-up questioning in order to gather relevant information. 

On the other hand, a semi-structured interview is a type of interview that allows the researcher to deviate from  premeditated questions in order to gather more  information about the research subject. You can conduct structured interviews online by creating and administering a survey online on Formplus .

• Observation

Observation is a type of data-gathering method that involves paying close attention to a phenomenon for a specific period of time in order to gather relevant information about its behaviors. When carrying out basic research, the researcher may need to study the research subject for a stipulated period as it interacts with its natural environment. 

Observation can be structured or unstructured depending on its procedures and approach. In structured observation, the data collection is carried out using a predefined procedure and in line with a specific schedule while unstructured observation is not restricted to a predetermined procedure. 

An experiment is a type of quantitative data-gathering method that seeks to validate or refute a hypothesis and it can also be used to test existing theories. In this method of data collection , the researcher manipulates dependent and independent variables to achieve objective research outcomes. 

Typically, in an experiment, the independent variable is modified or changed in order to determine its effects on the dependent variables in the research context. This can be done using 3 major methods; controlled experiments , field experiments, and natural experiments 

• Questionnaire

A questionnaire is a data collection tool that is made up of a series of questions to which the research subjects provide answers. It is a cost-effective method of data gathering because it allows you to collect large samples of data from the members of the group simultaneously. 

You can create and administer your pure research questionnaire online using Formplus and you can also make use of paper questionnaires; although these are  easily susceptible to damage. [

Here is a step-by-step guide of how to create and administer questionnaires for basic research using Formplus: 

• Sign in to Formplus

In the Formplus builder, you can easily create different questionnaires for applied research by dragging and dropping preferred fields into your form. To access the Formplus builder, you will need to create an account on Formplus. 

Once you do this, sign in to your account and click on “Create Form ” to begin.

Edit Form Title

Click on the field provided to input your form title, for example, “Basic Research Questionnaire”.

Click on the edit button to edit the form.

i. Add Fields: Drag and drop preferred form fields into your form from  the Formplus builder   Inputs column. There are several field input options for questionnaires in the Formplus builder. 

ii. Edit fields

iii. Click on “Save”

iv. Preview form. 

Form Customization

With the form customization options in the form builder, you can easily change the look and feel of your form and make it more unique and personalized. Formplus allows you to change your form theme, add background images and even change the font according to your brand specifications. 

Multiple Sharing Options

Formplus offers multiple form sharing options which enables you to easily share your questionnaire with respondents. You can use the direct social media sharing buttons to share your form link to your  social media pages. 

In addition, Formplus has an option to convert form links to QR codes; you can personalize and display your form QR code on your website/banners for easy access. You also can send out survey forms as email invitations to your research subjects.  

• Data Reporting

 Data reporting is a type of data collection method where the researcher gathers relevant data and turns them in for further analysis in order to arrive at specific conclusions. The crux of this method depends, almost entirely, on the validity of the data collected. 

• Case Studies

A case study is a type of data collection method that involves the detailed examination of a specific subject matter in order to gather objective information about the features and behaviors of the research subject. This method of data gathering is primarily qualitative , although it can also be quantitative or numerical in nature.  

Case studies involve a detailed contextual analysis of a limited number of events or conditions and their relationships. In carrying out a case study, the researcher must take extra care to identify the research questions, collect relevant data then evaluate and analyze the data in order to arrive at objective conclusions. 

Read More: Research Questions: Definition, Types +[Examples]

How is Basic Research Different from Applied Research? 

 Applied research is a type of research that is concerned with solving practical problems using scientific methods while basic research is a type of research that is concerned with the expansion of knowledge. 

Basic research generates new theories or improves on existing theories hence, it is theoretical in nature. On the other hand, applied research creates practical solutions to specific problems hence, it is practical in nature. 

 Basic research is knowledge-specific while applied research is solution-specific. 

• Research Purpose

The purpose of basic research is to improve on existing knowledge or to discover new knowledge while the purpose of applied research is to solve specific problems. 

The scope of basic research is universal while applied research is limited in nature. This means that while applied research addresses a specific problem and is limited to the problem which it addresses, basic research explores multiple dimensions of various fields. 

• Basic research is primarily explanatory while applied research is descriptive in nature .
• Basic research adopts an indirect approach to problem-solving while applied research adopts a direct approach to problem-solving.
• In basic research, generalizations are common while in applied research, specific problems are investigated without the aim of generalizations.

Read Also: What is Applied Research? +[Types, Examples & Methods]

Characteristics of Basic Research 

• Basic research is analytical in nature.
• It aims at theorizing concepts and not solving specific problems.
• It is primarily concerned with the expansion of knowledge and not with the applicability of the research outcomes.
• Basic research is explanatory in nature.
• Basic research is carried out without any primary focus on possible practical ends.
• It improves the general knowledge and understanding of different fields of study.

Importance of Basic Research

• Acquisition of New Knowledge: Basic research results in new knowledge. It is responsible for many research breakthroughs in different fields of study and it is often considered as the pacesetter in technological and innovative solutions.
• Basic research also enhances the understanding of different subject matters and provides multiple possible dimensions for interpretation of these subject matters.
• Findings of fundamental research are extremely useful in expanding the pool of knowledge in different disciplines.
• Basic research offers the foundation for applied research.

Disadvantages of Basic Research

• Findings from pure research have little or no immediate practical implications. However, these findings may be useful in providing solutions to different problems, in the long run.
• Fundamental research does not have strict deadlines.
• Basic research does not solve any specific problems.

Basic research is an important research method because it exposes researchers to varying dimensions within a field of study. This proves useful, not only for improving scholarship and the general knowledge-base, but for solving problems as is the concern of applied research. 

When carrying out basic research, the investigator adopts one or more qualitative and quantitative observation methods which includes case studies, experiments and observation. These data collection methods help the researcher to gather the most valid and relevant information for the research. 

In the case of using a survey or questionnaire for data collection , this can easily be done with the use of Formplus forms. Formplus allows you to create and administer different kinds of questionnaires, online and you can easily monitor and categ orise your form responses too. 

Connect to Formplus, Get Started Now - It's Free!

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2.2 Psychologists Use Descriptive, Correlational, and Experimental Research Designs to Understand Behavior

Learning objectives.

• Differentiate the goals of descriptive, correlational, and experimental research designs and explain the advantages and disadvantages of each.
• Explain the goals of descriptive research and the statistical techniques used to interpret it.
• Summarize the uses of correlational research and describe why correlational research cannot be used to infer causality.
• Review the procedures of experimental research and explain how it can be used to draw causal inferences.

Psychologists agree that if their ideas and theories about human behavior are to be taken seriously, they must be backed up by data. However, the research of different psychologists is designed with different goals in mind, and the different goals require different approaches. These varying approaches, summarized in Table 2.2 “Characteristics of the Three Research Designs” , are known as research designs . A research design is the specific method a researcher uses to collect, analyze, and interpret data . Psychologists use three major types of research designs in their research, and each provides an essential avenue for scientific investigation. Descriptive research is research designed to provide a snapshot of the current state of affairs . Correlational research is research designed to discover relationships among variables and to allow the prediction of future events from present knowledge . Experimental research is research in which initial equivalence among research participants in more than one group is created, followed by a manipulation of a given experience for these groups and a measurement of the influence of the manipulation . Each of the three research designs varies according to its strengths and limitations, and it is important to understand how each differs.

Table 2.2 Characteristics of the Three Research Designs

Stangor, C. (2011). Research methods for the behavioral sciences (4th ed.). Mountain View, CA: Cengage.

Descriptive Research: Assessing the Current State of Affairs

Descriptive research is designed to create a snapshot of the current thoughts, feelings, or behavior of individuals. This section reviews three types of descriptive research: case studies , surveys , and naturalistic observation .

Sometimes the data in a descriptive research project are based on only a small set of individuals, often only one person or a single small group. These research designs are known as case studies — descriptive records of one or more individual’s experiences and behavior . Sometimes case studies involve ordinary individuals, as when developmental psychologist Jean Piaget used his observation of his own children to develop his stage theory of cognitive development. More frequently, case studies are conducted on individuals who have unusual or abnormal experiences or characteristics or who find themselves in particularly difficult or stressful situations. The assumption is that by carefully studying individuals who are socially marginal, who are experiencing unusual situations, or who are going through a difficult phase in their lives, we can learn something about human nature.

Sigmund Freud was a master of using the psychological difficulties of individuals to draw conclusions about basic psychological processes. Freud wrote case studies of some of his most interesting patients and used these careful examinations to develop his important theories of personality. One classic example is Freud’s description of “Little Hans,” a child whose fear of horses the psychoanalyst interpreted in terms of repressed sexual impulses and the Oedipus complex (Freud (1909/1964).

Political polls reported in newspapers and on the Internet are descriptive research designs that provide snapshots of the likely voting behavior of a population.

Another well-known case study is Phineas Gage, a man whose thoughts and emotions were extensively studied by cognitive psychologists after a railroad spike was blasted through his skull in an accident. Although there is question about the interpretation of this case study (Kotowicz, 2007), it did provide early evidence that the brain’s frontal lobe is involved in emotion and morality (Damasio et al., 2005). An interesting example of a case study in clinical psychology is described by Rokeach (1964), who investigated in detail the beliefs and interactions among three patients with schizophrenia, all of whom were convinced they were Jesus Christ.

In other cases the data from descriptive research projects come in the form of a survey — a measure administered through either an interview or a written questionnaire to get a picture of the beliefs or behaviors of a sample of people of interest . The people chosen to participate in the research (known as the sample ) are selected to be representative of all the people that the researcher wishes to know about (the population ). In election polls, for instance, a sample is taken from the population of all “likely voters” in the upcoming elections.

The results of surveys may sometimes be rather mundane, such as “Nine out of ten doctors prefer Tymenocin,” or “The median income in Montgomery County is $36,712.” Yet other times (particularly in discussions of social behavior), the results can be shocking: “More than 40,000 people are killed by gunfire in the United States every year,” or “More than 60% of women between the ages of 50 and 60 suffer from depression.” Descriptive research is frequently used by psychologists to get an estimate of the prevalence (or incidence ) of psychological disorders.

A final type of descriptive research—known as naturalistic observation —is research based on the observation of everyday events . For instance, a developmental psychologist who watches children on a playground and describes what they say to each other while they play is conducting descriptive research, as is a biopsychologist who observes animals in their natural habitats. One example of observational research involves a systematic procedure known as the strange situation , used to get a picture of how adults and young children interact. The data that are collected in the strange situation are systematically coded in a coding sheet such as that shown in Table 2.3 “Sample Coding Form Used to Assess Child’s and Mother’s Behavior in the Strange Situation” .

Table 2.3 Sample Coding Form Used to Assess Child’s and Mother’s Behavior in the Strange Situation

The results of descriptive research projects are analyzed using descriptive statistics — numbers that summarize the distribution of scores on a measured variable . Most variables have distributions similar to that shown in Figure 2.5 “Height Distribution” , where most of the scores are located near the center of the distribution, and the distribution is symmetrical and bell-shaped. A data distribution that is shaped like a bell is known as a normal distribution .

Table 2.4 Height and Family Income for 25 Students

Figure 2.5 Height Distribution

The distribution of the heights of the students in a class will form a normal distribution. In this sample the mean ( M ) = 67.12 and the standard deviation ( s ) = 2.74.

A distribution can be described in terms of its central tendency —that is, the point in the distribution around which the data are centered—and its dispersion , or spread. The arithmetic average, or arithmetic mean , is the most commonly used measure of central tendency . It is computed by calculating the sum of all the scores of the variable and dividing this sum by the number of participants in the distribution (denoted by the letter N ). In the data presented in Figure 2.5 “Height Distribution” , the mean height of the students is 67.12 inches. The sample mean is usually indicated by the letter M .

In some cases, however, the data distribution is not symmetrical. This occurs when there are one or more extreme scores (known as outliers ) at one end of the distribution. Consider, for instance, the variable of family income (see Figure 2.6 “Family Income Distribution” ), which includes an outlier (a value of $3,800,000). In this case the mean is not a good measure of central tendency. Although it appears from Figure 2.6 “Family Income Distribution” that the central tendency of the family income variable should be around $70,000, the mean family income is actually $223,960. The single very extreme income has a disproportionate impact on the mean, resulting in a value that does not well represent the central tendency.

The median is used as an alternative measure of central tendency when distributions are not symmetrical. The median is the score in the center of the distribution, meaning that 50% of the scores are greater than the median and 50% of the scores are less than the median . In our case, the median household income ($73,000) is a much better indication of central tendency than is the mean household income ($223,960).

Figure 2.6 Family Income Distribution

The distribution of family incomes is likely to be nonsymmetrical because some incomes can be very large in comparison to most incomes. In this case the median or the mode is a better indicator of central tendency than is the mean.

A final measure of central tendency, known as the mode , represents the value that occurs most frequently in the distribution . You can see from Figure 2.6 “Family Income Distribution” that the mode for the family income variable is $93,000 (it occurs four times).

In addition to summarizing the central tendency of a distribution, descriptive statistics convey information about how the scores of the variable are spread around the central tendency. Dispersion refers to the extent to which the scores are all tightly clustered around the central tendency, like this:

Or they may be more spread out away from it, like this:

One simple measure of dispersion is to find the largest (the maximum ) and the smallest (the minimum ) observed values of the variable and to compute the range of the variable as the maximum observed score minus the minimum observed score. You can check that the range of the height variable in Figure 2.5 “Height Distribution” is 72 – 62 = 10. The standard deviation , symbolized as s , is the most commonly used measure of dispersion . Distributions with a larger standard deviation have more spread. The standard deviation of the height variable is s = 2.74, and the standard deviation of the family income variable is s = $745,337.

An advantage of descriptive research is that it attempts to capture the complexity of everyday behavior. Case studies provide detailed information about a single person or a small group of people, surveys capture the thoughts or reported behaviors of a large population of people, and naturalistic observation objectively records the behavior of people or animals as it occurs naturally. Thus descriptive research is used to provide a relatively complete understanding of what is currently happening.

Despite these advantages, descriptive research has a distinct disadvantage in that, although it allows us to get an idea of what is currently happening, it is usually limited to static pictures. Although descriptions of particular experiences may be interesting, they are not always transferable to other individuals in other situations, nor do they tell us exactly why specific behaviors or events occurred. For instance, descriptions of individuals who have suffered a stressful event, such as a war or an earthquake, can be used to understand the individuals’ reactions to the event but cannot tell us anything about the long-term effects of the stress. And because there is no comparison group that did not experience the stressful situation, we cannot know what these individuals would be like if they hadn’t had the stressful experience.

Correlational Research: Seeking Relationships Among Variables

In contrast to descriptive research, which is designed primarily to provide static pictures, correlational research involves the measurement of two or more relevant variables and an assessment of the relationship between or among those variables. For instance, the variables of height and weight are systematically related (correlated) because taller people generally weigh more than shorter people. In the same way, study time and memory errors are also related, because the more time a person is given to study a list of words, the fewer errors he or she will make. When there are two variables in the research design, one of them is called the predictor variable and the other the outcome variable . The research design can be visualized like this, where the curved arrow represents the expected correlation between the two variables:

Figure 2.2.2

One way of organizing the data from a correlational study with two variables is to graph the values of each of the measured variables using a scatter plot . As you can see in Figure 2.10 “Examples of Scatter Plots” , a scatter plot is a visual image of the relationship between two variables . A point is plotted for each individual at the intersection of his or her scores for the two variables. When the association between the variables on the scatter plot can be easily approximated with a straight line, as in parts (a) and (b) of Figure 2.10 “Examples of Scatter Plots” , the variables are said to have a linear relationship .

When the straight line indicates that individuals who have above-average values for one variable also tend to have above-average values for the other variable, as in part (a), the relationship is said to be positive linear . Examples of positive linear relationships include those between height and weight, between education and income, and between age and mathematical abilities in children. In each case people who score higher on one of the variables also tend to score higher on the other variable. Negative linear relationships , in contrast, as shown in part (b), occur when above-average values for one variable tend to be associated with below-average values for the other variable. Examples of negative linear relationships include those between the age of a child and the number of diapers the child uses, and between practice on and errors made on a learning task. In these cases people who score higher on one of the variables tend to score lower on the other variable.

Relationships between variables that cannot be described with a straight line are known as nonlinear relationships . Part (c) of Figure 2.10 “Examples of Scatter Plots” shows a common pattern in which the distribution of the points is essentially random. In this case there is no relationship at all between the two variables, and they are said to be independent . Parts (d) and (e) of Figure 2.10 “Examples of Scatter Plots” show patterns of association in which, although there is an association, the points are not well described by a single straight line. For instance, part (d) shows the type of relationship that frequently occurs between anxiety and performance. Increases in anxiety from low to moderate levels are associated with performance increases, whereas increases in anxiety from moderate to high levels are associated with decreases in performance. Relationships that change in direction and thus are not described by a single straight line are called curvilinear relationships .

Figure 2.10 Examples of Scatter Plots

Some examples of relationships between two variables as shown in scatter plots. Note that the Pearson correlation coefficient ( r ) between variables that have curvilinear relationships will likely be close to zero.

Adapted from Stangor, C. (2011). Research methods for the behavioral sciences (4th ed.). Mountain View, CA: Cengage.

The most common statistical measure of the strength of linear relationships among variables is the Pearson correlation coefficient , which is symbolized by the letter r . The value of the correlation coefficient ranges from r = –1.00 to r = +1.00. The direction of the linear relationship is indicated by the sign of the correlation coefficient. Positive values of r (such as r = .54 or r = .67) indicate that the relationship is positive linear (i.e., the pattern of the dots on the scatter plot runs from the lower left to the upper right), whereas negative values of r (such as r = –.30 or r = –.72) indicate negative linear relationships (i.e., the dots run from the upper left to the lower right). The strength of the linear relationship is indexed by the distance of the correlation coefficient from zero (its absolute value). For instance, r = –.54 is a stronger relationship than r = .30, and r = .72 is a stronger relationship than r = –.57. Because the Pearson correlation coefficient only measures linear relationships, variables that have curvilinear relationships are not well described by r , and the observed correlation will be close to zero.

It is also possible to study relationships among more than two measures at the same time. A research design in which more than one predictor variable is used to predict a single outcome variable is analyzed through multiple regression (Aiken & West, 1991). Multiple regression is a statistical technique, based on correlation coefficients among variables, that allows predicting a single outcome variable from more than one predictor variable . For instance, Figure 2.11 “Prediction of Job Performance From Three Predictor Variables” shows a multiple regression analysis in which three predictor variables are used to predict a single outcome. The use of multiple regression analysis shows an important advantage of correlational research designs—they can be used to make predictions about a person’s likely score on an outcome variable (e.g., job performance) based on knowledge of other variables.

Figure 2.11 Prediction of Job Performance From Three Predictor Variables

Multiple regression allows scientists to predict the scores on a single outcome variable using more than one predictor variable.

An important limitation of correlational research designs is that they cannot be used to draw conclusions about the causal relationships among the measured variables. Consider, for instance, a researcher who has hypothesized that viewing violent behavior will cause increased aggressive play in children. He has collected, from a sample of fourth-grade children, a measure of how many violent television shows each child views during the week, as well as a measure of how aggressively each child plays on the school playground. From his collected data, the researcher discovers a positive correlation between the two measured variables.

Although this positive correlation appears to support the researcher’s hypothesis, it cannot be taken to indicate that viewing violent television causes aggressive behavior. Although the researcher is tempted to assume that viewing violent television causes aggressive play,

there are other possibilities. One alternate possibility is that the causal direction is exactly opposite from what has been hypothesized. Perhaps children who have behaved aggressively at school develop residual excitement that leads them to want to watch violent television shows at home:

Although this possibility may seem less likely, there is no way to rule out the possibility of such reverse causation on the basis of this observed correlation. It is also possible that both causal directions are operating and that the two variables cause each other:

Still another possible explanation for the observed correlation is that it has been produced by the presence of a common-causal variable (also known as a third variable ). A common-causal variable is a variable that is not part of the research hypothesis but that causes both the predictor and the outcome variable and thus produces the observed correlation between them . In our example a potential common-causal variable is the discipline style of the children’s parents. Parents who use a harsh and punitive discipline style may produce children who both like to watch violent television and who behave aggressively in comparison to children whose parents use less harsh discipline:

In this case, television viewing and aggressive play would be positively correlated (as indicated by the curved arrow between them), even though neither one caused the other but they were both caused by the discipline style of the parents (the straight arrows). When the predictor and outcome variables are both caused by a common-causal variable, the observed relationship between them is said to be spurious . A spurious relationship is a relationship between two variables in which a common-causal variable produces and “explains away” the relationship . If effects of the common-causal variable were taken away, or controlled for, the relationship between the predictor and outcome variables would disappear. In the example the relationship between aggression and television viewing might be spurious because by controlling for the effect of the parents’ disciplining style, the relationship between television viewing and aggressive behavior might go away.

Common-causal variables in correlational research designs can be thought of as “mystery” variables because, as they have not been measured, their presence and identity are usually unknown to the researcher. Since it is not possible to measure every variable that could cause both the predictor and outcome variables, the existence of an unknown common-causal variable is always a possibility. For this reason, we are left with the basic limitation of correlational research: Correlation does not demonstrate causation. It is important that when you read about correlational research projects, you keep in mind the possibility of spurious relationships, and be sure to interpret the findings appropriately. Although correlational research is sometimes reported as demonstrating causality without any mention being made of the possibility of reverse causation or common-causal variables, informed consumers of research, like you, are aware of these interpretational problems.

In sum, correlational research designs have both strengths and limitations. One strength is that they can be used when experimental research is not possible because the predictor variables cannot be manipulated. Correlational designs also have the advantage of allowing the researcher to study behavior as it occurs in everyday life. And we can also use correlational designs to make predictions—for instance, to predict from the scores on their battery of tests the success of job trainees during a training session. But we cannot use such correlational information to determine whether the training caused better job performance. For that, researchers rely on experiments.

Experimental Research: Understanding the Causes of Behavior

The goal of experimental research design is to provide more definitive conclusions about the causal relationships among the variables in the research hypothesis than is available from correlational designs. In an experimental research design, the variables of interest are called the independent variable (or variables ) and the dependent variable . The independent variable in an experiment is the causing variable that is created (manipulated) by the experimenter . The dependent variable in an experiment is a measured variable that is expected to be influenced by the experimental manipulation . The research hypothesis suggests that the manipulated independent variable or variables will cause changes in the measured dependent variables. We can diagram the research hypothesis by using an arrow that points in one direction. This demonstrates the expected direction of causality:

Figure 2.2.3

Research Focus: Video Games and Aggression

Consider an experiment conducted by Anderson and Dill (2000). The study was designed to test the hypothesis that viewing violent video games would increase aggressive behavior. In this research, male and female undergraduates from Iowa State University were given a chance to play with either a violent video game (Wolfenstein 3D) or a nonviolent video game (Myst). During the experimental session, the participants played their assigned video games for 15 minutes. Then, after the play, each participant played a competitive game with an opponent in which the participant could deliver blasts of white noise through the earphones of the opponent. The operational definition of the dependent variable (aggressive behavior) was the level and duration of noise delivered to the opponent. The design of the experiment is shown in Figure 2.17 “An Experimental Research Design” .

Figure 2.17 An Experimental Research Design

Two advantages of the experimental research design are (1) the assurance that the independent variable (also known as the experimental manipulation) occurs prior to the measured dependent variable, and (2) the creation of initial equivalence between the conditions of the experiment (in this case by using random assignment to conditions).

Experimental designs have two very nice features. For one, they guarantee that the independent variable occurs prior to the measurement of the dependent variable. This eliminates the possibility of reverse causation. Second, the influence of common-causal variables is controlled, and thus eliminated, by creating initial equivalence among the participants in each of the experimental conditions before the manipulation occurs.

The most common method of creating equivalence among the experimental conditions is through random assignment to conditions , a procedure in which the condition that each participant is assigned to is determined through a random process, such as drawing numbers out of an envelope or using a random number table . Anderson and Dill first randomly assigned about 100 participants to each of their two groups (Group A and Group B). Because they used random assignment to conditions, they could be confident that, before the experimental manipulation occurred, the students in Group A were, on average, equivalent to the students in Group B on every possible variable, including variables that are likely to be related to aggression, such as parental discipline style, peer relationships, hormone levels, diet—and in fact everything else.

Then, after they had created initial equivalence, Anderson and Dill created the experimental manipulation—they had the participants in Group A play the violent game and the participants in Group B play the nonviolent game. Then they compared the dependent variable (the white noise blasts) between the two groups, finding that the students who had viewed the violent video game gave significantly longer noise blasts than did the students who had played the nonviolent game.

Anderson and Dill had from the outset created initial equivalence between the groups. This initial equivalence allowed them to observe differences in the white noise levels between the two groups after the experimental manipulation, leading to the conclusion that it was the independent variable (and not some other variable) that caused these differences. The idea is that the only thing that was different between the students in the two groups was the video game they had played.

Despite the advantage of determining causation, experiments do have limitations. One is that they are often conducted in laboratory situations rather than in the everyday lives of people. Therefore, we do not know whether results that we find in a laboratory setting will necessarily hold up in everyday life. Second, and more important, is that some of the most interesting and key social variables cannot be experimentally manipulated. If we want to study the influence of the size of a mob on the destructiveness of its behavior, or to compare the personality characteristics of people who join suicide cults with those of people who do not join such cults, these relationships must be assessed using correlational designs, because it is simply not possible to experimentally manipulate these variables.

Key Takeaways

• Descriptive, correlational, and experimental research designs are used to collect and analyze data.
• Descriptive designs include case studies, surveys, and naturalistic observation. The goal of these designs is to get a picture of the current thoughts, feelings, or behaviors in a given group of people. Descriptive research is summarized using descriptive statistics.
• Correlational research designs measure two or more relevant variables and assess a relationship between or among them. The variables may be presented on a scatter plot to visually show the relationships. The Pearson Correlation Coefficient ( r ) is a measure of the strength of linear relationship between two variables.
• Common-causal variables may cause both the predictor and outcome variable in a correlational design, producing a spurious relationship. The possibility of common-causal variables makes it impossible to draw causal conclusions from correlational research designs.
• Experimental research involves the manipulation of an independent variable and the measurement of a dependent variable. Random assignment to conditions is normally used to create initial equivalence between the groups, allowing researchers to draw causal conclusions.

Exercises and Critical Thinking

• There is a negative correlation between the row that a student sits in in a large class (when the rows are numbered from front to back) and his or her final grade in the class. Do you think this represents a causal relationship or a spurious relationship, and why?
• Think of two variables (other than those mentioned in this book) that are likely to be correlated, but in which the correlation is probably spurious. What is the likely common-causal variable that is producing the relationship?
• Imagine a researcher wants to test the hypothesis that participating in psychotherapy will cause a decrease in reported anxiety. Describe the type of research design the investigator might use to draw this conclusion. What would be the independent and dependent variables in the research?

Aiken, L., & West, S. (1991). Multiple regression: Testing and interpreting interactions . Newbury Park, CA: Sage.

Ainsworth, M. S., Blehar, M. C., Waters, E., & Wall, S. (1978). Patterns of attachment: A psychological study of the strange situation . Hillsdale, NJ: Lawrence Erlbaum Associates.

Anderson, C. A., & Dill, K. E. (2000). Video games and aggressive thoughts, feelings, and behavior in the laboratory and in life. Journal of Personality and Social Psychology, 78 (4), 772–790.

Damasio, H., Grabowski, T., Frank, R., Galaburda, A. M., Damasio, A. R., Cacioppo, J. T., & Berntson, G. G. (2005). The return of Phineas Gage: Clues about the brain from the skull of a famous patient. In Social neuroscience: Key readings. (pp. 21–28). New York, NY: Psychology Press.

Freud, S. (1964). Analysis of phobia in a five-year-old boy. In E. A. Southwell & M. Merbaum (Eds.), Personality: Readings in theory and research (pp. 3–32). Belmont, CA: Wadsworth. (Original work published 1909)

Kotowicz, Z. (2007). The strange case of Phineas Gage. History of the Human Sciences, 20 (1), 115–131.

Rokeach, M. (1964). The three Christs of Ypsilanti: A psychological study . New York, NY: Knopf.

Introduction to Psychology Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

Basic vs. applied research: what’s the difference?

Last updated

27 February 2023

Reviewed by

Cathy Heath

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Research can be used to learn new facts, create new products, and solve various problems. Yet, there are different ways to undertake research to meet a desired goal. 

The method you choose to conduct research will most likely be based on what question you want to answer, plus other factors that will help you accurately get the answer you need. 

Research falls into two main categories: basic research and applied research. Both types of research have distinct purposes and varied benefits. 

This guide will help you understand the differences and similarities between basic and applied research and how they're used. It also answers common questions about the two types of research, including:

Why is it called basic research?

What is more important, basic research or applied research?

What are examples of pure (basic) research and applied research?

Analyze basic and applied research

Dovetail streamlines analysis to help you uncover and share actionable insights

• What is basic research?

Basic research (sometimes called fundamental or pure) advances scientific knowledge to completely understand a subject, topic, or phenomenon. It's conducted to satisfy curiosity or develop a full body of knowledge on a specific subject.

Basic research is used to bring about a fundamental understanding of the world, different behaviors, and is the foundation of knowledge in the scientific disciplines. It is usually conducted based on developing and testing theories.

While there is no apparent commercial value to the discoveries that result from basic research, it is the foundation of research used for other projects like developing solutions to solve problems. 

Examples of basic research

Basic research has always been used to give humans a better understanding of all branches of science and knowledge. However, it's not specifically based on identifying new things about the universe.

Basic research has a wide range of uses, as shown in the following examples:

Investigation into how the universe began

A study searching for the causes of cancer

Understanding the components that make up human DNA

An examination into whether a vegetarian diet is healthier than one with meat

A study to learn more about which areas in the world get the most precipitation

Benefits of conducting basic research

Called basic research because it is performed without an immediate or obvious benefit, this type of research often leads to vital solutions in the future. While basic research isn't technically solution-driven, it develops the underlying knowledge used for additional learning and research. 

There are many benefits derived from basic research, including:

Gaining an understanding of living systems and the environment

Gathering information that can help society prepare for the future

Expanding knowledge that can lead to medical advances

Providing a foundation for applied research

• What is applied research?

Applied research studies particular circumstances to apply the information to real-life situations. It helps improve the human condition by finding practical solutions for existing problems.

Applied research builds off facts derived from basic research and other data to address challenges in all facets of life. Instead of exploring theories of the unknown, applied research requires researchers to use existing knowledge, facts, and discoveries to generate new knowledge. 

Solutions derived from applied research are used in situations ranging from medical treatments or product development to new laws or regulations.

Examples of applied research

Applied research is designed to solve practical problems that exist under current conditions. However, it's not only used for consumer-based products and decisions.

Applied research can be used in a variety of ways, as illustrated by the following examples:

The investigation of ways to improve agricultural crop production

A study to improve methods to market products for Gen Z consumers

Examination of how technology can t make car tires last longer

Exploration of how to cook healthy meals with a limited budget

A study on how to treat patients with insomnia

Benefits of using applied research

Although applied research expands upon a foundation of existing knowledge, it also brings about new ideas. Applied research provides many benefits in various circumstances, including:

Designing new products and services

Creating new objectives

Providing unbiased data through the testing of verifiable evidence

• Basic research vs. applied research: the differences

Both basic and applied research are tactics for discovering specific information. However, they differ significantly in the way research is conducted and the objectives they achieve. 

Some of the most notable differences between basic and applied research include the following:

Research outcomes: curiosity-driven vs. solution-driven

Basic research is generally conducted to learn more about a specific subject. It is usually self-initiated to gain knowledge to satisfy curiosity or confirm a theory. 

Conversely, applied knowledge is directed toward finding a solution to a specific problem. It is often conducted to assist a client in improving products, services, or issues.

Research scope: universal scope vs. specific scope

Basic research uses a broad scope to apply various concepts to gain more knowledge. Research methods may include studying different subjects to add more information that connects evidence points in a greater body of data.

Meanwhile, applied research depends on a specific or narrow scope to gather specific evidence to address a certain problem.

Research approaches: expanding existing knowledge vs. finding new knowledge

Researchers conduct basic research to fill in gaps between existing information points. Basic knowledge is an expansion of existing knowledge to gain a deeper understanding. It is often based on how, what, or why something is the way it is. Although applied research may be based on information derived from basic research, it's not designed to expand the knowledge. Instead, the research is conducted to find new knowledge, usually in the form of a solution.

Research commercialization: Informational vs. commercial gain

The main basis of product development is to solve a problem for consumers.

Basic research might lead to solutions and commercial products in the future to help with this. Since applied research is used to develop solutions, it's often used for commercial gain.

Theory formulation: theoretical vs. practical nature

Basic research is usually based on a theory about a specific subject. Researchers may develop a theory that grows and changes as more information is discovered during the research process. Conversely, applied research is practical in nature since the goal is to solve a specific problem.

• Are there similarities between applied and basic research?

While some obvious differences exist, applied and basic research methods have similarities. For example, researchers may use the same methods to collect data (like interviews, surveys , and focus groups ) for both types of research. 

Both types of research require researchers to use inductive and deductive reasoning to develop and prove hypotheses . The two types of research frequently intersect when basic research serves as the foundation for applied research.

While applied research is solution-based, basic research is equally important because it yields information used to develop solutions to many types of problems. 

• Methods used in basic research and applied research

While basic and applied research have different approaches and goals, they require researchers or scientists to gather data. Basic and applied research makes use of many of the same methods to gather and study information, including the following:

Observations: Studying research subjects for an extended time allows researchers to gather information about how subjects behave under different conditions.

Interviews: Surveys and one-to-one discussions help researchers gain information from other subjects and validate data.

Experiments: Researchers conduct experiments to prove or disprove certain hypotheses based on information that has been gathered.

Questionnaires: A series of questions related to the research context helps researchers gather quantitative information applicable to both basic and applied research.

• How do you determine when to use basic research vs. applied research?

Basic and applied research are both helpful in obtaining knowledge. However, they aren't usually used in the same settings or under the same circumstances. 

When you're trying to determine which type of research to use for a particular project, it's essential to consider your product goals. Basic research seeks answers to universal, theoretical questions. While it works to uncover specific knowledge, it's generally not used to develop a solution. Conversely, applied research discovers answers to specific questions. It should be used to find out new knowledge to solve a problem.

• Bottom line

Both basic and applied research are methods used to gather information and analyze facts that help build knowledge around a subject. However, basic research is used to gain understanding and satisfy curiosity, while applied research is used to solve specific problems. Both types of research depend on gathering information to prove a hypothesis or create a product, service, or valuable process. 

By learning more about the similarities and differences between basic and applied research, you'll be prepared to gather and use data efficiently to meet your needs.

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Beyond the Basics: Exploring Research Approaches

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What is Exploratory Research?

Exploratory research  is a research design that is used to investigate a research problem that is not clearly defined or understood. It provides researchers with a deeper understanding of a research problem and its context before further research can be carried out. 

Therefore, exploratory research acts as a groundwork to further research and is a useful tool when dealing with research problems that have not been properly investigated in the past. 

This research design is also referred to as interpretive research, and helps answer questions like “what”, “where”, and “how”. A key feature of the exploratory research design is that it is unstructured and therefore very flexible in nature.

What are the characteristics of exploratory research?

Some characteristics of exploratory research are:

• It provides the groundwork for further research.
• It is used to investigate issues that aren’t fully defined.
• It is the very first form of research in the research process and therefore takes place before descriptive research.
• It is unstructured in nature.
• It generally involves the use of qualitative research.

Now let’s look at an example of exploratory research to understand it better.

Example of an exploratory research design

Let’s assume a researcher wants to study the effects of social media on a teenager’s attention span. Before going forth with the investigation itself, the researcher may choose to conduct surveys or interviews using open-ended questions. 

The responses will be collected from the target audience, which, in this case, comprises those who fall between the ages of 13 to 19. The data collected will provide the researcher with meaningful insights that will help them frame a more specific and realistic research question that can be investigated effectively.

What is Descriptive Research?

The descriptive research design is used to describe a phenomenon and its different characteristics. It is concerned with gaining a deeper understanding of what the phenomenon is rather than why or how it takes place. It, therefore, describes the subject of the research without addressing why it happens. 

Without a thorough understanding of a research problem, researchers cannot effectively answer it. This enforces the importance of descriptive research as it gives researchers a proper understanding of a research problem before they begin investigating it. 

When using descriptive research, researchers do not manipulate any variables. Instead, the observational method is used to observe and measure different variables and identify any changes and correlations depicted in the data collected.

What are the characteristics of descriptive research?

These are some of the characteristics of descriptive research:

• Variables aren’t controlled in descriptive research, rather, observational methods are used to conduct the research. 
• Descriptive research generally takes the form of a cross-sectional study where multiple sections belonging to the same group are being investigated. 
• It provides a base for further research.

Example of a Descriptive Research Design

Let’s take an example of a shoe company that is trying to conduct market research to understand the shoe purchasing trends in the city of Toronto. Before delving into the investigation itself, they may want first to conduct descriptive research to understand which variables and statistics are relevant to their company and, therefore, which variables and statistics need to be investigated. 

The descriptive research conducted will provide the company with a deeper understanding of the research topic before the investigation can be commenced.

What is Causal Research?

Causal Research is a type of conclusive research that attempts to establish a cause-and-effect relationship between two or more variables. 

Several companies widely employ Causal Research. It assists in determining the impact 

of a change in process and existing methods. It is easy to narrow down the cause-and-effect relationship by making sure that both variables are not affected by any force other than each other. 

In order to maintain accuracy, other variables are assumed to be constant. It can help determine the exact impact an individual variable has on another. This type of research does not only reveal the existence of a cause-and-effect relationship but also explores the link between the two. 

Many companies conduct causal research, for example, to find the connection between their customers and the changing prices of their goods. Thus, this method of research can be used by companies to help craft favorable outcomes for themselves. 

Such assessment can help businesses navigate their future with fewer interruptions and also help them plan better for various situations.

What are the characteristics of causal research?

Some characteristics of causal research are:

• It follows a temporal sequence, and therefore the “cause” must take place before the “effect.” 
• The variation must be systematic between the variables. This is non as concomitant variation. 
• The association should be nonspurious, and therefore any covariation between a cause and effect must not be due to a ‘third’ factor.

Example of a Causal Research Design

A researcher is trying to study the effects of alcohol consumption on health. They select a sample group consisting of people who consume different amounts of alcohol and then also observe different metrics that are indicators of health. 

This is an example of a causal research design as the researcher is investigating the cause-and-effect relationship between alcohol consumption and a person’s health.

What is the difference between exploratory, descriptive, and causal research?

Now that we’ve developed an understanding of these three research designs, we can take a look at their differences. 

One of the key differences between these three designs is their research approach. Causal research has a highly structured and rigid research design and is generally conducted in the later stages of decision-making. 

In contrast, exploratory research is highly unstructured. It provides a lot of flexibility as it is generally the first step in any research process and is, therefore, in the early stages of decision-making. 

Descriptive research is conducted after explorative research, and its research design has more structure than the exploratory design but less structure than the causal design. In both exploratory and descriptive research, the key research statement is the research question itself. However, in causal research, the key research statement is generally the research hypothesis. 

Exploratory research is sometimes confused with descriptive research, as both are conducted in the early stages of a research process. However, there are a few key differences between the two. 

Exploratory research provides somewhat of a foundation or a hypothesis about the research problem. It is, therefore, the first form of research that must be conducted when studying an unknown topic. 

This is in contrast to descriptive research, which is used to describe a phenomenon that’s already been established, discovered, or suspected in exploratory research. Therefore, descriptive research takes place after exploratory research in the overall research process. 

Additionally, the research design in exploratory research is not as rigid as the research design in descriptive research.

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The following is an example of exploratory research: 

A focus group where a researcher explores the different attributes of cars that matter most to a younger target audience. By gaining an understanding of which attributes are most important to consumers, the researcher can conduct further research on the different price points this target audience would be willing to pay for a car.

Causal research is used to identify the cause-and-effect relationship between variables and provides conclusive results that can answer the research problem. Descriptive research and exploratory research don’t answer a research problem and are instead used to gain a deeper understanding of the problem itself.

The purpose of exploratory research is to give researchers a deeper understanding of a research problem so that it can be investigated effectively. It can be used to formulate research problems, clarify concepts, and form hypotheses. 

The causal research design is used when researchers are trying to identify the cause-and-effect relationship between two variables. 

The four main types of research design are;

• Descriptive researc h: Seeks to gain a deeper understanding of a research problem and the relationship between the variables
• Correlational Research : Is used to determine the extent to which two variables are related
• Causal-Comparative/Quasi-Experimental Research : Has key differences when compared to true experiments, but has the same aim; to find the cause-and-effect relationship between variables
• Experimental Research : Used the scientific method to establish the cause-and-effect relationship between variables

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Research design and its types: Exploratory, descriptive and causal

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Research designs in marketing research and their types: Exploratory, descriptive and causal

A common definition of research is gathering and analysing information systematically. After having set the objectives of research, next step is to decide the research design which best suits the research objectives. It is on the basis of the research design that the research methodology and sampling procedure are selected. Then lay out the structure and sequence of the overall research project. Finally, the research design is implemented and this implementation begins with the design of the data gathering instruments. After that follows, data collection, manipulation and analysis and at last the data is interpreted to know the results.

A research design is an important part of research that serves as a road map letting you know your position and where you will stand once you have completed the research. Researchers must keep their ultimate objectives in mind even if they have to take detours and change direction during the research process. The road map helps them reach their destination. Based on the research objectives a researcher can decide which is the best way to reach the destination and there are always more than one to go. There is not one research design which you can consider the best but you can select from several. The choice of research design is affected by several factors, small and large. From research objectives to search budget and time frame, there are several factors that can help you determine which research design suits your research the best. Much of the choice is still based on the objectives of the research which may be one of the following or something similar:

– Gain insight into a specific phenomenon and conduct a broad exploration of a topic to gain better knowledge in that field.

– Describing a phenomenon, population or event where we can establish numerical relationships or determine the extent to which two variables covary.

– Establish cause and effect relationships between two variables to understand how one changes when we vary the other.

These were the three broadly defined types of objectives on which names of types of research designs have been obtained respectively.

The three types of research designs are:

– Exploratory research

– Descriptive research

– Causal   research.

 Exploratory research

It is a lot like exploration or detective work fuelled by curiosity. Researchers should use their instincts to find clues and venture into new territories in search of information. Flexibility is important in exploratory research and it is bound to result in new ideas, revelations and insights.

These are some of the objectives that warrant the need for exploratory research:

– To define an ambiguous problem more precisely like why sales of a specific product are declining.

– To gain   a better understanding of an   issue.

– to generate new ideas like what one can do to improve customer relationships.

– develop hypotheses that can explain the occurrence of specific phenomena.

– for providing insights like what political changes in the international environmental are going to affect our business.

– to determine if some research would be practical and to set priorities for future like we must focus on these two product categories because as per research interest in other categories has waned and they are not profitable nay more.

Some tools used to conduct exploratory research:

1. Secondary information:

Most often the best point to start research from is to study the previous research conducted in this area. If you study what others have found out, it will help you generate ideas, hypotheses and gain insights. For example if you are trying to conduct research to create an instrument that helps you measure customer satisfaction from your product or services then studying others’ research will help you reach your objectives quicker. Literature reviews most often are a great tool to conduct exploratory research.

2. Personal interviews:

Personal interviews are a great tool of exploratory research and talking to people with expertise in the respective areas can help you achieve your objectives more easily. Moreover, it is important to be flexible because the sources from which you can gain the most valuable insights are always not obvious. Sometimes you may find the right information from your managers, sometimes from your customers and sometimes talking to your supply chain partners could help understand the issue better. However, while personal interviews are also used in descriptive research, the level of flexibility differs. In descriptive research you are somewhat bound by your questions and in exploratory research you have to be flexible and rather than sticking to your original questions, you must ask questions related to what you are hearing from people you are talking to.

3. Focus groups:

Focus group is also a highly popular technique used to conduct exploratory research. A group of 8 to 12 people works on addressing a topic introduced by the moderator and the researcher. Focus groups have proved to be of special importance in :

– Letting marketing managers see how consumers respond to the company’s efforts.

– Generating hypothesis that can be tested through the use of descriptive and causal research.

– Introducing a new product to the respondents to know their impression.

– Suggest the current market trends.

– Deriving real results from abstract data or finding how a survey response translates into real life reactions.

The popularity of focus groups is because of their effectiveness and efficiency as well as because researchers or decision makers can themselves attend them and observe the response of the participants live. However, a major disadvantage is that a group of just 8 to 12 people cannot be believed to be representative of the entire consumer group. Moreover one cannot conduct extra focus groups to convert findings of exploratory research into descriptive data.

4. Case Analysis:

Analysing select cases also helps achieve the objectives of exploratory research. By doing an in-depth analysis of elect cases related to the topic one can reach his objectives. This approach is suitable when there are complex variables at work and to understand these complexities one may need to conduct intensive study. For example you want to know the reason or traits related to his level performance among your sales managers. You compare the top performers and bottom performers to check out which traits are common to the best performing salespeople.

5. Projective techniques:

Projective techniques are useful where the researchers are exploring a topic on which the respondents do not speak directly and clearly. Sensitive topics involving people’s personal lives fall obviously in this category. Projective techniques can be used to find out these deep hidden psychological motives which people would otherwise not reveal. Using a variety of communication and observable methods researchers explore these deep psychological motivations which otherwise do not reveal themselves at the surface.

These methods include (types of projective techniques):

– Word association –

In word association, a series of words are used to associate responses and find out the relationship. The respondents are provided with a   series of words and they select the word that comes to mind first. The response, its frequency as well as the time taken to make the response helps establish the underlying motivations towards the topic. No response means a high level of emotional involvement blocking the response. 

– Sentence completion –

Sentence completion is like a game of filling the gaps and allows responders to complete the sentence by inserting the right word or phrases. The responses are then analysed to establish underlying motivations towards the topic.

– Story telling –

Respondents are provided with a scene or drawing related to the topic and asked to knit a story around it. This allows the researcher to see there respondent’s association with the topic and his psychological motivations. Suppose a workplace scene is provided to the respondents and the stories help understand how these people view a workplace. The picture works as a visual aid or stimulus to bring out the inner thoughts or deep motivations of the respondent.

– Role playing or the third person technique –

Respondents are asked to play particular roles or enter a third person’s shoes to explain why a person might act in a certain way in a given situation. Like asking people to play the role of a retail customer arriving at a retain store..

While these techniques can provide intriguing insights, it is best to leave the tasks to the experts. Apart from being skilled at structuring these approaches, it is essential that one is also experienced at interpreting these results. If properly applied, these techniques can help you generate hypotheses, clarify results and generate ideas. Often it is good to start a multistage research project with exploratory research. Then based upon the results of exploratory research one can frame a descriptive research questionnaire or set a causal research experiment. However, exploratory results do not have value alone and cannot be used till the real research has taken place. It is because the preliminary research alone is not sufficient to support your claims   and therefore exploratory research results  cannot be used alone. Descriptive research is important to reach your objectives and test the hypotheses generated by exploratory research and still exploratory research is like a stepping stone to start the process.

Descriptive research:

Descriptive research as the name suggests is used for description or to describe   phenomenon or idea. It is generally used in the following conditions:

1. to describe the traits of specific groups like our largest customers who account for more than 60 percent of our sales and based upon the results design future marketing efforts.

2. Covariance of two variables – like does consumption of our services vary by income range.

3. to estimate the size of consumer groups in a   population that act in a specific manner.   How often do newly married like to shop from our brand?

4. For specific predictions. Forecasting the number of companies switching to new CRM software.

Compared to exploratory research, descriptive research follows a very rigid approach. Its data collection methods are highly rigid as compared to the unstructured and flexible approach used in exploratory research. Exploratory research often forms the basis for descriptive research and the knowledge acquires through exploratory research is used to select respondents, setting priority issues, framing and asking questions as well as setting the time and place for the respondents like when and where to ask questions. While exploratory research can provide the hypotheses, you need to conduct descriptive research to prove the hypotheses. Exploratory research will answer the basic questions related to who, where, what when, why and how if descriptive research but then descriptive research will answer the final questions related to the market. The main difference between exploratory and descriptive research is that the first does not follow standardized methods but the second does.

So, descriptive research does the task of putting the picture created by exploratory research into the frame. Two basic types of descriptive research studies for collecting data are cross sectional and longitudinal studies.

Cross sectional studies:

Cross sectional designs are the most used and popular descriptive research design. It involves sampling the population at a given point of time. also referred to as sample surveys, it follows a high degree of structure in both data collection process and instrument.

Longitudinal studies:

While cross sectional studies sample the population at a point of time, longitudinal studies sample it over a period of time. The difference is just like that between a still photo and video film. The main objective of longitudinal studies is to observe behavioural changes occurring over   period of time. Also known as true panels, these studies provide the same information at various specific points of time. This information can be combined with other information to know if some specific behaviour change was triggered by a particular act like brand switching was caused due to exposure to a particular advertisement.

Causal research:

Casual research is effective in terms of identifying covariation between variables but when it comes to identifying causality. Causal research helps identify if there is a causal relationship between two or more variables. It is highly structured like descriptive research and is also known for use of control procedures used during experimental designs related to tests of causal relationships. In most of such cases the researcher is concerned with knowing the impact the independent variable has on the dependent variable. Following are the main things that we are concerned with when using causal research:

Manipulation:

manipulation of the independent variable like price

Measurement:

Measuring the dependent variable like profit.

Controlling the variable that affects the dependent variable

Good marketing decisions and great strategy are always based upon useful market intelligence and such information can be obtained through research. Organisational problems can be carefully translated into research problems to find a solution.   R esearch design is an essential and important component of research that helps you reach your destination and arrive at great decisions by getting actionable information. Research design includes one or more of the above categories. It is the research objectives that help us establish that   whether one or more of the research designs must be used.

The Marketing Research Guide By Robert E. Stevens

Abhijeet Pratap is a passionate blogger with seven years of experience in the field. Specializing in business management and digital marketing, he has developed a keen understanding of the intricacies of these domains. Through his insightful articles, Abhijeet shares his knowledge, helping readers navigate the complexities of modern business landscapes and digital strategies.