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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.

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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Home » Descriptive Research Design – Types, Methods and Examples

Descriptive Research Design – Types, Methods and Examples

Table of Contents

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.

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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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What is Descriptive Research and How is it Used?

Introduction

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

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

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

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

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

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

Definition of descriptive research

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

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

The difference between descriptive and exploratory research

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

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

The evolution of descriptive research in academia

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

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

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

Benefits of obtaining a clear picture

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

Facilitating data interpretation

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

Enhancing the clarity of the research problem

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

Addressing practical problems

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

Building a foundation for future research

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

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

Specificity in the research question

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

Focus on the present situation

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

Standardized and structured methodology

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

Non-manipulative approach in observation

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

Replicability and consistency in results

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

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

Conducting market research

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

Evaluating employee behaviors

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

Understanding consumer preferences

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

Documenting historical patterns

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

Assessing student performance

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

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

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

Surveys and questionnaires

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

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

Observations and case studies

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

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

Interviews and focus groups

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

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

Document and content analysis

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

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

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

Qualitative content analysis

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

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

Using descriptive statistics

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

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

Coding and categorizing the data

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

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

Visual representation through graphs and charts

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

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

Validity: Measuring the right thing

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

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

Reliability: Consistency in findings

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

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

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Descriptive Research: Definition, Characteristics, Methods + Examples

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

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

What is descriptive research?

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

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

Characteristics of descriptive research

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

Some distinctive characteristics of descriptive research are:

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

Applications of descriptive research with examples

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

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

Advantages of descriptive research

Some of the significant advantages of descriptive research are:

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

Descriptive research methods

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

Observational method

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

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

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

Case study method

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

Survey research

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

Examples of descriptive research

Some examples of descriptive research are:

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

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

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

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Descriptive Research

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

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

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

Descriptive studies have the following characteristics:

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

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

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

Examples of Descriptive Research

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

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

Advantages of Descriptive Research

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

Disadvantages of Descriptive Research

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

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

John Dudovskiy

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

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

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Descriptive Research Design | Definition, Methods & Examples

Descriptive Research Design | Definition, Methods & Examples

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

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

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

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

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

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

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

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

Observations

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

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

Case studies

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

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

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What is descriptive research?

Last updated

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

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

Analyze your descriptive research

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

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

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

Characteristics of descriptive research

The following are some of the characteristics of descriptive research:

Quantitativeness

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

Qualitativeness

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

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

Uncontrolled variables

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

Cross-sectional studies

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

Carried out in a natural environment

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

Basis for further research

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

Descriptive research methods

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

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

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

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

Observation

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

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

Case studies

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

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

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

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

Types of descriptive research

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

Case reports and case series

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

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

Descriptive survey

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

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

Correlative survey

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

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

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

Comparative studies

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

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

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

Pros and cons

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

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

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

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

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

Descriptive research examples and applications

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

Here are some examples and applications of descriptive research:

Determining consumer perception and behavior

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

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

Scientific classification

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

Measuring data trends

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

Conduct comparison

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

Bottom line

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

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

What is descriptive research design?

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

How does descriptive research compare to qualitative research?

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

How do you analyze descriptive research data?

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

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Descriptive Research 101: Definition, Methods and Examples

Parvathi Vijayamohan

Last Updated: 16 July 2024

10 min read

Table Of Contents

Descriptive Research 101: The Definitive Guide

What is Descriptive Research?

Key Characteristics
Observation
Case Studies
Types of Descriptive Research
Question Examples
Real-World Examples

Tips to Excel at Descriptive Research

More Interesting Reads

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

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

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

Click to jump to the section that interests you.

Let’s begin by going through what descriptive studies can and cannot do.

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

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

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

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

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

Key Characteristics of Descriptive Research

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

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

In short, survey research is a brief interview or conversation with a set of prepared questions about a topic. So you create a questionnaire, share it, and analyze the data you collect for further action.

Read more : The difference between surveys vs questionnaires

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

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With 1,000+ customizable (and free) survey templates , 20+ question types, and 1500+ integrations , SurveySparrow makes research super-easy.

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2. Observation

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

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

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

3. Case Studies

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

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

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

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

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

7 Types of Descriptive Research


Cross-sectional research	Studies a particular group of people or their sections at a given point in time. Example: current social attitudes of Gen Z in the US
Longitudinal research	Studies a group of people over a long period of time. Example: tracking changes in social attitudes among Gen-Zers from 2022 – 2032.
Normative research	Compares the results of a study against the existing norms. Example: comparing a verdict in a legal case against similar cases.
Correlational/relational research	Investigates the type of relationship and patterns between 2 variables. Example: music genres and mental states.
Comparative research	Compares 2 or more similar people, groups or conditions based on specific traits. Example: job roles of employees in similar positions from two different companies.
Classification research	Arranges the data into classes according to certain criteria for better analysis. Example: the classification of newly discovered insects into species.
Archival research	Searching for and extracting information from past records. Example: Tracking US Census data over the decades.

Descriptive Research Question Examples

How have teen social media habits changed in 10 years?
What causes high employee turnover in tech?
How do urban and rural diets differ in India?
What are consumer preferences for electric vs. gasoline cars in Germany?
How common is smartphone addiction among UK college students?
What drives customer satisfaction in banking?
How have adolescent mental health issues changed in 15 years?
What leisure activities are popular among retirees in Japan?
How do commute times vary in US metro areas?
What makes e-commerce websites successful?

Descriptive Research: Real-World Examples To Build Your Next Study

1. case study: airbnb’s growth strategy.

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

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

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

2. Observation – Better Tech Experiences for the Elderly

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

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

3. Surveys – Decoding Sleep with SurveySparrow

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

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

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

1: Answer the six Ws –

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

#2: Introduce and explain your methodological approach

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

#4: Describe your methods of analysis.

#5: Explain the reasoning behind your choices.

#6: Collect data.

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

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

Wrapping Up

Whether it’s social media habits, consumer preferences, or mental health trends, descriptive research provides a clear snapshot into what people actually think.

If you want to know more about feedback methodology, or research, check out some of our other articles below.

👉 Desk Research 101: Definition, Methods, and Examples

👉 Exploratory Research: Your Guide to Unraveling Insights

👉 Design Research: Types, Methods, and Importance

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Parvathi is a sociologist turned marketer. After 6 years as a copywriter, she pivoted to B2B, diving into growth marketing for SaaS. Now she uses content and conversion optimization to fuel growth - focusing on CX, reputation management and feedback methodology for businesses.

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

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

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

Table of Contents

What Is Descriptive Research Design?

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

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

Importance of Descriptive Research in Scientific Studies

1. understanding of a population or phenomenon.

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

2. Baseline Information

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

3. Informative Data

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

4. Sampling Validation

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

5. Cost Effective

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

6. Easy to Replicate

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

Key Characteristics of Descriptive Research Design

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

2. Participants and Sampling

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

3. Data Collection Techniques

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

4. Data Analysis

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

5. Focus on Description

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

6. Non-Experimental

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

When Can a Researcher Conduct Descriptive Research?

A researcher can conduct descriptive research in the following situations:

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

Types of Descriptive Research Design

1. survey research.

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

2. Observational Research

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

3. Case Study Research

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

4. Focus Group Research

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

5. Ethnographic Research

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

Advantages of Descriptive Research Design

1. provides a comprehensive understanding.

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

2. Non-invasive

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

3. Flexibility

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

4. Cost-effective

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

5. Easy to Replicate

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

6. Informs Future Research

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

Disadvantages of Descriptive Research Design

1. limited scope.

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

2. Dependence on Existing Data

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

3. Lack of Control

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

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

5. Lack of Generalizability

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

6. Lack of Depth

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

7. Time-consuming

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

7 Ways to Avoid Common Flaws While Designing Descriptive Research

1. Clearly define the research question

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

2. Choose the appropriate research design

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

3. Select a representative sample

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

4. Use valid and reliable data collection methods

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

5. Minimize bias

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

6. Ensure adequate sample size

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

7. Use appropriate data analysis techniques

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

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

extremely very educative

Indeed very educative and useful. Well explained. Thank you

Simple,easy to understand

Excellent and easy to understand queries and questions get answered easily. Its rather clear than any confusion. Thanks a million Shritika Sirisilla.

Easy to understand. Well written , educative and informative

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Child Care and Early Education Research Connections

Descriptive research studies.

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

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

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

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

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

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

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

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

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

Limitations:

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

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

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

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

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Descriptive Research

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

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

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

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

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

Free eBook: 2024 global market research trends report

What is descriptive research?

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

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

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

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

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

Descriptive research design

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

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

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

Descriptive research characteristics

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

Here are a few of the things to consider:

Measure data trends with statistical outcomes

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

Descriptive research design is ideal for further research

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

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

Uncontrolled variables

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

It’s carried out in a natural environment

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

Data can be gathered using survey questions or online surveys.

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

Descriptive research allows for cross sectional study

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

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

Descriptive research advantages

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

Cost effectiveness

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

Multiple types of data can be collected

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

Descriptive research disadvantages

Potential reliability issues.

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

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

Potential limitations

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

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

Descriptive research methods

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

Use case studies

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

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

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

Use observational methods

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

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

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

Use survey research

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

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

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

Descriptive research examples

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

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

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

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

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

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

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

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

Where Qualtrics helps with descriptive research

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

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

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

Related resources

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

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Descriptive Research in Psychology

Sometimes you need to dig deeper than the pure statistics

FG Trade / E+/ Getty

Types of Descriptive Research and the Methods Used

Advantages & Limitations of Descriptive Research

Best Practices for Conducting Descriptive Research

Descriptive research is one of the key tools needed in any psychology researcher’s toolbox in order to create and lead a project that is both equitable and effective. Because psychology, as a field, loves definitions, let’s start with one. The University of Minnesota’s Introduction to Psychology defines this type of research as one that is “...designed to provide a snapshot of the current state of affairs.” That's pretty broad, so what does that mean in practice? Dr. Heather Derry-Vick (PhD) , an assistant professor in psychiatry at Hackensack Meridian School of Medicine, helps us put it into perspective. "Descriptive research really focuses on defining, understanding, and measuring a phenomenon or an experience," she says. "Not trying to change a person's experience or outcome, or even really looking at the mechanisms for why that might be happening, but more so describing an experience or a process as it unfolds naturally.”

Within the descriptive research methodology there are multiple types, including the following.

Descriptive Survey Research

This involves going beyond a typical tool like a LIkert Scale —where you typically place your response to a prompt on a one to five scale. We already know that scales like this can be ineffective, particularly when studying pain, for example.

When that's the case, using a descriptive methodology can help dig deeper into how a person is thinking, feeling, and acting rather than simply quantifying it in a way that might be unclear or confusing.

Descriptive Observational Research

Think of observational research like an ethically-focused version of people-watching. One example would be watching the patterns of children on a playground—perhaps when looking at a concept like risky play or seeking to observe social behaviors between children of different ages.

Descriptive Case Study Research

A descriptive approach to a case study is akin to a biography of a person, honing in on the experiences of a small group to extrapolate to larger themes. We most commonly see descriptive case studies when those in the psychology field are using past clients as an example to illustrate a point.

Correlational Descriptive Research

While descriptive research is often about the here and now, this form of the methodology allows researchers to make connections between groups of people. As an example from her research, Derry-Vick says she uses this method to identify how gender might play a role in cancer scan anxiety, aka scanxiety.

Dr. Derry-Vick's research uses surveys and interviews to get a sense of how cancer patients are feeling and what they are experiencing both in the course of their treatment and in the lead-up to their next scan, which can be a significant source of stress.

David Marlon, PsyD, MBA , who works as a clinician and as CEO at Vegas Stronger, and whose research focused on leadership styles at community-based clinics, says that using descriptive research allowed him to get beyond the numbers.

In his case, that includes data points like how many unhoused people found stable housing over a certain period or how many people became drug-free—and identify the reasons for those changes.

Those [data points] are some practical, quantitative tools that are helpful. But when I question them on how safe they feel, when I question them on the depth of the bond or the therapeutic alliance, when I talk to them about their processing of traumas, wellbeing...these are things that don't really fall on to a yes, no, or even on a Likert scale.

For the portion of his thesis that was focused on descriptive research, Marlon used semi-structured interviews to look at the how and the why of transformational leadership and its impact on clinics’ clients and staff.

Advantages & Limitations of Descriptive Research

So, if the advantages of using descriptive research include that it centers the research participants, gives us a clear picture of what is happening to a person in a particular moment, and gives us very nuanced insights into how a particular situation is being perceived by the very person affected, are there drawbacks? Yes, there are. Dr. Derry-Vick says that it’s important to keep in mind that just because descriptive research tells us something is happening doesn’t mean it necessarily leads us to the resolution of a given problem.

I think that, by design, the descriptive research might not tell you why a phenomenon is happening. So it might tell you, very well, how often it's happening, or what the levels are, or help you understand it in depth. But that may or may not always tell you information about the causes or mechanisms for why something is happening.

Another limitation she identifies is that it also can’t tell you, on its own, whether a particular treatment pathway is having the desired effect.

“Descriptive research in and of itself can't really tell you whether a specific approach is going to be helpful until you take in a different approach to actually test it.”

Marlon, who believes in a multi-disciplinary approach, says that his subfield—addictions—is one where descriptive research had its limits, but helps readers go beyond preconceived notions of what addictions treatment looks and feels like when it is effective. “If we talked to and interviewed and got descriptive information from the clinicians and the clients, a much more precise picture would be painted, showing the need for a client's specific multidisciplinary approach augmented with a variety of modalities," he says. "If you tried to look at my discipline in a pure quantitative approach , it wouldn't begin to tell the real story.”

Because you’re controlling far fewer variables than other forms of research, it’s important to identify whether those you are describing, your study participants, should be informed that they are part of a study.

For example, if you’re observing and describing who is buying what in a grocery store to identify patterns, then you might not need to identify yourself.

However, if you’re asking people about their fear of certain treatment, or how their marginalized identities impact their mental health in a particular way, there is far more of a pressure to think deeply about how you, as the researcher, are connected to the people you are researching.

Many descriptive research projects use interviews as a form of research gathering and, as a result, descriptive research that is focused on this type of data gathering also has ethical and practical concerns attached. Thankfully, there are plenty of guides from established researchers about how to best conduct these interviews and/or formulate surveys .

While descriptive research has its limits, it is commonly used by researchers to get a clear vantage point on what is happening in a given situation.

Tools like surveys, interviews, and observation are often employed to dive deeper into a given issue and really highlight the human element in psychological research. At its core, descriptive research is rooted in a collaborative style that allows deeper insights when used effectively.

University of Minnesota. Introduction to Psychology .

By John Loeppky John Loeppky is a freelance journalist based in Regina, Saskatchewan, Canada, who has written about disability and health for outlets of all kinds.

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Descriptive Research – Definition, Types & Methods

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Unlike experimental research, which seeks to establish cause-and-effect relationships by manipulating variables, descriptive research aims to accurately describe and understand the characteristics of a subject without influencing it. This descriptive research methodology relies on observation, surveys, and case studies . It’s a crucial step in the scientific process, offering a detailed snapshot of the subject at a specific time and aiding in forming hypotheses and navigating future research.

Inhaltsverzeichnis

1 Descriptive research in a nutshell
2 Definition: Descriptive research
3 Descriptive research types
4 Cross-sectional and longitudinal studies
5 Advantages and disadvantages

Descriptive research in a nutshell

Descriptive research is a methodology focused on observing and describing the characteristics of a subject without influencing it. This approach is used to gather information about phenomena, processes, or populations as they exist naturally. Through tools like surveys, case studies, and observation, it aims to paint a detailed picture of the subject’s current state, helping to form hypotheses and guide future research by providing a comprehensive overview of patterns and insights.

Definition: Descriptive research

Descriptive research is a research design that is used to investigate different phenomena, groups, and processes, as they exist in a specific population or setting. This methodology does not manipulate the study variables or look for cause-and-effect relationships. Instead, descriptive research focuses on providing a snapshot of the current state of affairs, offering insights into the “what” aspect of the subject under study. Descriptive research is foundational in forming hypotheses, identifying patterns, and setting the stage for further experimental research or correlational research . Essentially, it serves as a cornerstone in the edifice of scientific inquiry, offering a critical lens through which researchers can capture the complexities of the real world. It also lays the groundwork for theory development and subsequent investigative research methodologies . Descriptive research has the following distinct key characteristics:

Non-experimental: Observes subjects in their natural environment without manipulation.
Quantitative and qualitative: Uses numerical data collection and qualitative observations.
Cross-sectional or longitudinal: Conducted at a single point in time or over an extended period.

Descriptive research types

Descriptive research methods are designed to conduct data collection , analysis, and reporting systematically without attempting to influence the subjects under study. These methods are crucial for understanding the characteristics, behaviors, and overall phenomena of interest within their natural settings. The primary aim of descriptive research is to describe and interpret what exists at a given time. The following sections will outline the most commonly used types of methods in descriptive research. Each of them has its strengths and limitations, and the choice of study design and method often depends on the research question, objectives, and the practicalities of the research process and conduction.

Surveys and Questionnaires

Survey research and questionnaires are among the most widely used tools in descriptive research, offering a flexible and efficient means to collect data from a broad audience or specific population segments. These tools are instrumental in gathering quantitative information (numerical data) and qualitative insights (open-ended responses) about people’s behaviors, preferences, and experiences.

Purpose and application

Analysis and reporting.

They can cover a wide range of topics, e.g. employee satisfaction or social behaviors
They can be administered in various formats, e.g. online platforms or phone interviews
Allow researchers to collect data from a large number of respondents within a short timeframe
It is crucial to craft clear, unbiased questions and determine whether to use open-ended or closed-ended questions for the research
Conducting a pilot test with a small subset of the target population helps identify ambiguities or issues, ensuring reliability and validity
Determining the sample size and sampling methods like simple random sampling , convenience sampling, and stratified sampling
Quantitative analysis: Entails numerical data from closed-ended questions that are analyzed using statistical methods
Qualitative analysis : Entails responses to open-ended questions that are analyzed to gather deeper insights into subjects
Reporting: Findings are often presented in graphs, charts, and tables, which are interpreted in the context of the research objectives.
Encouraging a high response rate is critical for the validity of the survey results. Strategies for this include ensuring anonymity, providing incentives, and simplifying the survey process.
It is pivotal to be vigilant about potential research biases in question generating, response options, and the survey distribution process, as they might influence the accuracy of the findings.
Market research survey, assessing consumer preferences for eco-friendly packaging
Questionnaire for college students to study the impact of social media on study habits
Employee satisfaction survey to identify areas for improvement in the workplace
Observational studies

Observational studies in descriptive research, involve watching, recording, and analyzing behaviors and phenomena systematically, as they occur naturally, without any intervention. This type of observation of subjects is fundamental in fields where the alteration of variables could change the outcome or where intervention is not ethical or feasible. Observational studies allow collecting real-world data, thereby, offering insights into processes, behaviors, and outcomes in their natural context.

Naturalistic observation : Observing subjects in their natural environment and most authentic form without any interference
Participant observation: The researcher becomes part of the studied group, either overtly or covertly, providing first-hand insights
Structured observation: Some variables within the setting are controlled to ensure specific behaviors can be observed.
Capture authentic behaviors and phenomena , providing genuine insights
Adaptable to various settings and subjects, providing flexibility
Aid hypothesis generation and the direction of future experimental studies
Observers’ perspective can influence interpretations, bringing across subjectivity
Presence of researchers might alter the subjects’ behavior ⇾ Hawthorne effect
Privacy, consent, and ethical treatment of subjects are to be strictly considered
Quantitative analysis: Entails, e.g., frequency counts of specific actions or behaviors
Qualitative analysis : Entails, e.g., detailed notes on behaviors and interactions
Reporting: Findings are often presented through coding behaviors observed during interactions
Observing behavior of shoppers in a retail store to understand consumer browsing and purchasing patterns
Studying employee productivity in different office environments by observing natural interactions and workstation usage
Extensive ethnographic observation of a community, providing insights into cultural practices and social structures

Case study method

Using the case study method in descriptive research allows for a deep investigative approach, focusing on exploring, understanding, and explaining complex issues within their real-life context. This method is distinguished by its intensive examination of a single case or a small number of cases, where a case makes out an individual, group, event, organization, or community. Case studies are particularly valuable in descriptive research, as they provide insights into aspects of the subject that might be overlooked by other research methods.

Key characteristics

Process of the study.

Comprehensive and in-depth exploration of the case in context
Qualitative and quantitative data for multifaceted perspectives on the case
Emphasis on the importance of context in understanding the case
Focus often on unique, particularly informative, or representative cases
Provide a level of detail that can reveal deep insights and complexities
Can be used at any stage of the research process
Inform the development of hypotheses for further research
Findings are often not widely generalizable due to unique or specific nature
Researchers’ perspectives can influence the study throughout the process
Case studies are often labor-intensive and time-consuming
Identifying the case(s) for the study
Collecting data through various means
Analyzing the data to identify insights
Presenting and reporting the findings
Detailed study of a single individual with a rare psychological disorder to understand their experience and the disorder’s impact on their life
Analysis of a single company’s turnaround strategy to recover from financial distress, focusing on decision-making processes
Investigating a single school’s approach to integrating technology in the classroom, including the challenges faced and the results achieved.

Cross-sectional and longitudinal studies

The cross-sectional study design and the longitudinal study design are fundamental cornerstones in the descriptive research design for the subject under investigation. While both are instrumental in various fields of study such as human behavior, health, psychology, and social sciences, they differ significantly in their approach, methodology, and the type of data they produce.

Cross-sectional studies

A descriptive cross-sectional study observes a specific population or phenomena at a single point in time. This “snapshot” approach aims to examine the prevalence and characteristics of a particular issue within a defined population. As one of its key characteristics in descriptive research, cross-sectional studies collect data simultaneously with the observation taking place. Moreover, they can be used to describe the frequency of characteristics or to explore associations between the study variables. As only a single point in time is observed, temporal trends can’t be evaluated. The following table outlines the advantages and limitations of a cross-sectional study used for descriptive research.

The following outlines several examples illustrating the diversity of the application of cross-sectional studies for descriptive research in the fields of public health, education, psychology, and economics.

Public health

Measuring the prevalence of hypertension among adults in a specified city

A Representative study sample of adults is surveyed at a specific time to examine blood pressure levels, along with lifestyle factors such as exercise, smoking, and diet. This type of study helps identify the burden of hypertension in the community and associated risk factors.

Assessing the relationship between classroom environment and student engagement across different schools

Descriptive research with an observational study design, monitoring students in various classrooms one time and analyzing how factors like teaching methods, classroom site, and available resources correlate with student interest and participation.

Investigating the impact of social media usage on mental health among teenagers

Descriptive research, surveying adolescents from different age groups about their social media habits and mental health indicators such as anxiety, happiness level, and stress. This type of study allows for the comparison of experiences of different age groups at once.

Analyzing consumer spending patterns across different income levels

Data collection on household income and expenditure from a range of households at a specific time to evaluate how income impacts spending behavior on services and goods.

Longitudinal studies

Longitudinal studies are across descriptive research types, one of the most prominent ones. They pose cornerstones characterized by their approach of following the same target subjects over a period of time to observe developments and changes. This descriptive research approach allows us to track patterns, potentially infer causal relationships, and understand the evolution of phenomena. In contrast to cross-sectional studies, longitudinal studies offer a dynamic view, charting transformations and trends across diverse intervals.

Longitudinal studies are integral for descriptive research and in understanding how study variables and phenomena change over time, uncovering patterns, effects, and causes that might not be grasped through other descriptive study designs. The subsequent section lays out examples of landmark longitudinal studies in several fields such as public health, education, behavioral science, and economics.

Behavioral science

The Framingham Heart Study

This landmark longitudinal study began in 1948 in Framingham, Massachusetts. The initial study aimed to detect common factors that contributed to cardiovascular disease by following a large group of participants over a period of time. It has significantly contributed to the understanding of heart disease risk factors like the effects of diet, exercise, and smoking.

The British Cohort Study

In this descriptive research study, researchers followed 17,000 participants born in England, Scotland, and Wales over a single week in 1970. It provides insights into factors affecting educational development, employment, health, and family life, informing policy on education, social mobility, and employment.

The Swedish Twin Registry

In the late 1950s, the registry retrieved data on over 85,000 twin pairs in Sweden. It examines the relative importance of environmental and genetic factors in various behaviors, diseases, and conditions. This longitudinal twin study has contributed valuable knowledge to the field of genetic epidemiology.

The Panel Study of Income Dynamics

This descriptive research study began in 1968 and follows more than 18,000 people living in 5,000 families in the USA. It aims to assess economic and demographic behavior dynamics at both the individual and family levels, including employment, health expenditure, and income patterns.

Advantages and disadvantages

Overall, descriptive research poses a powerful tool for capturing the essence of what exists or what Is occurring within a particular domain or population. It can provide an accurate and detailed picture, which is invaluable for grasping complex phenomena, laying the groundwork for subsequent studies, and informing policy and practice. However, it is crucial to carefully consider when descriptive research is appropriate to conduct.

It is relevant to use descriptive research, when…

…there is little information about a case and the need to gather basic information for hypothesis generation.
…tracking trends and patterns over time is required to understand how phenomena evolve and change.
…businesses aim to understand consumer preferences, market trends, and behaviors to inform research.
…the current state of educational practices, student performance, or teaching methodologies is needed.
…social norms, behaviors, and cultural practices within a population at a given time need to be examined.

Understanding the advantages and disadvantages of descriptive research can help researchers make informed decisions about their study design.

What are the types of descriptive research?

Here is a list of the types of descriptive research:

Surveys and questionnaires
Case studies

What is qualitative descriptive research?

Qualitative descriptive research focuses on providing detailed descriptions of experiences, phenomena, or behaviors from the perspective of those experiencing them. It relies on non-numerical data like interviews, observation, and text analysis to capture and interpret the subject matter.

What is a descriptive survey method?

The descriptive research survey method employs surveys, questionnaires, or interviews to collect data on the current state of a population’s characteristics or opinions, providing a snapshot to identify trends and inform decisions.

What are examples of descriptive research?

Here are a few examples of descriptive research:

Studying the learning styles of high school students to adjust teaching methods to the majority
Surveying customer satisfaction levels with a new product to assess areas for improvement
Observing children’s behavior in a playground to understand interaction patterns among various ages
Determining the prevalence of smoking within a specific demographic group
Analyzing census data to describe trends in household composition and size over the last decade

What is a descriptive research study?

Descriptive research studies aim to systematically describe a population, phenomenon, or behavioral pattern as it naturally occurs without manipulating or modifying the variables.

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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.

Table 3.1. Exploratory, descriptive and explanatory research differences (Adapted from Adjei, n.d.)

Degree of Problem Definition	Key variables not define	Key variables not define	Key variables not define
	“The quality of service is declining and we don’t know why.”	“What have been the trends in organizational downsizing over the past ten years?”	“Which of two training programs is more effective for reducing labour turnover?
	“Would people be interested in our new product idea?	“Did last year’s product recall have an impact on our company’s share price?”	“Can I predict the value of energy stocks if I know the current dividends and growth rates of dividends?”
	“How important is business process reengineering as a strategy?	“Has the average merger rate for financial institutions increased in the past decade?”	“Do buyers prefer our product in a new package?”

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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18 Descriptive Research Examples

Dave Cornell (PhD)

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

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

A scholarly definition is:

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

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

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

Common approaches to descriptive research include:

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

Methods that could be used include:

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

Descriptive Research Examples

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Descriptive vs Experimental Research

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

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

Simple definitions are below:

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

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

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

Parameter	Descriptive Research	Experimental Research
	To describe and explore phenomena without influencing variables (Monsen & Van Horn, 2007).	To investigate cause-and-effect relationships by manipulating variables.
	Observational and non-intrusive.	Manipulative and controlled.
	Typically not aimed at testing a hypothesis.	Generally tests a hypothesis (Mukherjee, 2019).
	No variables are manipulated (Erickson, 2017).	Involves manipulation of one or more variables (independent variables).
	No control over variables and environment.	Strict control over variables and environment.
	Does not establish causal relationships.	Aims to establish causal relationships.
	Not focused on predicting outcomes.	Often seeks to predict outcomes based on variable manipulation (Zhao et al., 2021).
	Uses surveys, observations, and case studies (Ivey, 2016).	Employs controlled experiments often with experimental and control groups.
	Typically fewer ethical concerns due to non-interference.	Potential ethical considerations due to manipulation and intervention (Devi, 2017).

Benefits and Limitations of Descriptive Research

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

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

However, it also has its limitations.

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

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


Provides a comprehensive and detailed profile of the subject or issue through rich data, offering a thorough understanding (Gresham, 2016).	Cannot or external factors, potentially influencing the accuracy and reliability of the data.
Helps to identify patterns, trends, and variables for subsequent experimental or correlational research – Krishnaswamy et al. (2009) call it “fact finding” research, setting the groundwork for future experimental studies.	Cannot establish causal relationships due to its observational nature, limiting the explanatory power.

See More Types of Research Design Here

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

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

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

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

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

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

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

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

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

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

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

Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 23 Achieved Status Examples
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 25 Defense Mechanisms Examples
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 15 Theory of Planned Behavior Examples
Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 18 Adaptive Behavior Examples

Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 23 Achieved Status Examples
Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Ableism Examples
Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 25 Defense Mechanisms Examples
Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Theory of Planned Behavior Examples

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Very nice, educative article. I appreciate the efforts.

A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles

Edward barroga.

1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.

Glafera Janet Matanguihan

2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.

The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.

INTRODUCTION

Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6

It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4

There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.

DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES

A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5

On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4

Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8

Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12

CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES

Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13

There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10

TYPES OF RESEARCH QUESTIONS AND HYPOTHESES

Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .

Quantitative research questions	Quantitative research hypotheses
Descriptive research questions	Simple hypothesis
Comparative research questions	Complex hypothesis
Relationship research questions	Directional hypothesis
	Non-directional hypothesis
	Associative hypothesis
	Causal hypothesis
	Null hypothesis
	Alternative hypothesis
	Working hypothesis
	Statistical hypothesis
	Logical hypothesis
	Hypothesis-testing
Qualitative research questions	Qualitative research hypotheses
Contextual research questions	Hypothesis-generating
Descriptive research questions
Evaluation research questions
Explanatory research questions
Exploratory research questions
Generative research questions
Ideological research questions
Ethnographic research questions
Phenomenological research questions
Grounded theory questions
Qualitative case study questions

Research questions in quantitative research

In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .

Quantitative research questions
Descriptive research question
	- Measures responses of subjects to variables
	- Presents variables to measure, analyze, or assess
	What is the proportion of resident doctors in the hospital who have mastered ultrasonography (response of subjects to a variable) as a diagnostic technique in their clinical training?
Comparative research question
	- Clarifies difference between one group with outcome variable and another group without outcome variable
	Is there a difference in the reduction of lung metastasis in osteosarcoma patients who received the vitamin D adjunctive therapy (group with outcome variable) compared with osteosarcoma patients who did not receive the vitamin D adjunctive therapy (group without outcome variable)?
	- Compares the effects of variables
	How does the vitamin D analogue 22-Oxacalcitriol (variable 1) mimic the antiproliferative activity of 1,25-Dihydroxyvitamin D (variable 2) in osteosarcoma cells?
Relationship research question
	- Defines trends, association, relationships, or interactions between dependent variable and independent variable
	Is there a relationship between the number of medical student suicide (dependent variable) and the level of medical student stress (independent variable) in Japan during the first wave of the COVID-19 pandemic?

Hypotheses in quantitative research

In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .

Quantitative research hypotheses
Simple hypothesis
	- Predicts relationship between single dependent variable and single independent variable
	If the dose of the new medication (single independent variable) is high, blood pressure (single dependent variable) is lowered.
Complex hypothesis
	- Foretells relationship between two or more independent and dependent variables
	The higher the use of anticancer drugs, radiation therapy, and adjunctive agents (3 independent variables), the higher would be the survival rate (1 dependent variable).
Directional hypothesis
	- Identifies study direction based on theory towards particular outcome to clarify relationship between variables
	Privately funded research projects will have a larger international scope (study direction) than publicly funded research projects.
Non-directional hypothesis
	- Nature of relationship between two variables or exact study direction is not identified
	- Does not involve a theory
	Women and men are different in terms of helpfulness. (Exact study direction is not identified)
Associative hypothesis
	- Describes variable interdependency
	- Change in one variable causes change in another variable
	A larger number of people vaccinated against COVID-19 in the region (change in independent variable) will reduce the region’s incidence of COVID-19 infection (change in dependent variable).
Causal hypothesis
	- An effect on dependent variable is predicted from manipulation of independent variable
	A change into a high-fiber diet (independent variable) will reduce the blood sugar level (dependent variable) of the patient.
Null hypothesis
	- A negative statement indicating no relationship or difference between 2 variables
	There is no significant difference in the severity of pulmonary metastases between the new drug (variable 1) and the current drug (variable 2).
Alternative hypothesis
	- Following a null hypothesis, an alternative hypothesis predicts a relationship between 2 study variables
	The new drug (variable 1) is better on average in reducing the level of pain from pulmonary metastasis than the current drug (variable 2).
Working hypothesis
	- A hypothesis that is initially accepted for further research to produce a feasible theory
	Dairy cows fed with concentrates of different formulations will produce different amounts of milk.
Statistical hypothesis
	- Assumption about the value of population parameter or relationship among several population characteristics
	- Validity tested by a statistical experiment or analysis
	The mean recovery rate from COVID-19 infection (value of population parameter) is not significantly different between population 1 and population 2.
	There is a positive correlation between the level of stress at the workplace and the number of suicides (population characteristics) among working people in Japan.
Logical hypothesis
	- Offers or proposes an explanation with limited or no extensive evidence
	If healthcare workers provide more educational programs about contraception methods, the number of adolescent pregnancies will be less.
Hypothesis-testing (Quantitative hypothesis-testing research)
	- Quantitative research uses deductive reasoning.
	- This involves the formation of a hypothesis, collection of data in the investigation of the problem, analysis and use of the data from the investigation, and drawing of conclusions to validate or nullify the hypotheses.

Research questions in qualitative research

Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15

There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .

Qualitative research questions
Contextual research question
	- Ask the nature of what already exists
	- Individuals or groups function to further clarify and understand the natural context of real-world problems
	What are the experiences of nurses working night shifts in healthcare during the COVID-19 pandemic? (natural context of real-world problems)
Descriptive research question
	- Aims to describe a phenomenon
	What are the different forms of disrespect and abuse (phenomenon) experienced by Tanzanian women when giving birth in healthcare facilities?
Evaluation research question
	- Examines the effectiveness of existing practice or accepted frameworks
	How effective are decision aids (effectiveness of existing practice) in helping decide whether to give birth at home or in a healthcare facility?
Explanatory research question
	- Clarifies a previously studied phenomenon and explains why it occurs
	Why is there an increase in teenage pregnancy (phenomenon) in Tanzania?
Exploratory research question
	- Explores areas that have not been fully investigated to have a deeper understanding of the research problem
	What factors affect the mental health of medical students (areas that have not yet been fully investigated) during the COVID-19 pandemic?
Generative research question
	- Develops an in-depth understanding of people’s behavior by asking ‘how would’ or ‘what if’ to identify problems and find solutions
	How would the extensive research experience of the behavior of new staff impact the success of the novel drug initiative?
Ideological research question
	- Aims to advance specific ideas or ideologies of a position
	Are Japanese nurses who volunteer in remote African hospitals able to promote humanized care of patients (specific ideas or ideologies) in the areas of safe patient environment, respect of patient privacy, and provision of accurate information related to health and care?
Ethnographic research question
	- Clarifies peoples’ nature, activities, their interactions, and the outcomes of their actions in specific settings
	What are the demographic characteristics, rehabilitative treatments, community interactions, and disease outcomes (nature, activities, their interactions, and the outcomes) of people in China who are suffering from pneumoconiosis?
Phenomenological research question
	- Knows more about the phenomena that have impacted an individual
	What are the lived experiences of parents who have been living with and caring for children with a diagnosis of autism? (phenomena that have impacted an individual)
Grounded theory question
	- Focuses on social processes asking about what happens and how people interact, or uncovering social relationships and behaviors of groups
	What are the problems that pregnant adolescents face in terms of social and cultural norms (social processes), and how can these be addressed?
Qualitative case study question
	- Assesses a phenomenon using different sources of data to answer “why” and “how” questions
	- Considers how the phenomenon is influenced by its contextual situation.
	How does quitting work and assuming the role of a full-time mother (phenomenon assessed) change the lives of women in Japan?

Qualitative research hypotheses
Hypothesis-generating (Qualitative hypothesis-generating research)
	- Qualitative research uses inductive reasoning.
	- This involves data collection from study participants or the literature regarding a phenomenon of interest, using the collected data to develop a formal hypothesis, and using the formal hypothesis as a framework for testing the hypothesis.
	- Qualitative exploratory studies explore areas deeper, clarifying subjective experience and allowing formulation of a formal hypothesis potentially testable in a future quantitative approach.

Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15

Hypotheses in qualitative research

Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1

FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES

Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14

The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14

As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.

Variables	Unclear and weak statement (Statement 1)	Clear and good statement (Statement 2)	Points to avoid
Research question	Which is more effective between smoke moxibustion and smokeless moxibustion?	“Moreover, regarding smoke moxibustion versus smokeless moxibustion, it remains unclear which is more effective, safe, and acceptable to pregnant women, and whether there is any difference in the amount of heat generated.”	1) Vague and unfocused questions
			2) Closed questions simply answerable by yes or no
			3) Questions requiring a simple choice
Hypothesis	The smoke moxibustion group will have higher cephalic presentation.	“Hypothesis 1. The smoke moxibustion stick group (SM group) and smokeless moxibustion stick group (-SLM group) will have higher rates of cephalic presentation after treatment than the control group.	1) Unverifiable hypotheses
		Hypothesis 2. The SM group and SLM group will have higher rates of cephalic presentation at birth than the control group.	2) Incompletely stated groups of comparison
		Hypothesis 3. There will be no significant differences in the well-being of the mother and child among the three groups in terms of the following outcomes: premature birth, premature rupture of membranes (PROM) at < 37 weeks, Apgar score < 7 at 5 min, umbilical cord blood pH < 7.1, admission to neonatal intensive care unit (NICU), and intrauterine fetal death.”	3) Insufficiently described variables or outcomes
Research objective	To determine which is more effective between smoke moxibustion and smokeless moxibustion.	“The specific aims of this pilot study were (a) to compare the effects of smoke moxibustion and smokeless moxibustion treatments with the control group as a possible supplement to ECV for converting breech presentation to cephalic presentation and increasing adherence to the newly obtained cephalic position, and (b) to assess the effects of these treatments on the well-being of the mother and child.”	1) Poor understanding of the research question and hypotheses
Research objective			2) Insufficient description of population, variables, or study outcomes

a These statements were composed for comparison and illustrative purposes only.

b These statements are direct quotes from Higashihara and Horiuchi. 16

Variables	Unclear and weak statement (Statement 1)	Clear and good statement (Statement 2)	Points to avoid
Research question	Does disrespect and abuse (D&A) occur in childbirth in Tanzania?	How does disrespect and abuse (D&A) occur and what are the types of physical and psychological abuses observed in midwives’ actual care during facility-based childbirth in urban Tanzania?	1) Ambiguous or oversimplistic questions
Research question			2) Questions unverifiable by data collection and analysis
Hypothesis	Disrespect and abuse (D&A) occur in childbirth in Tanzania.	Hypothesis 1: Several types of physical and psychological abuse by midwives in actual care occur during facility-based childbirth in urban Tanzania.	1) Statements simply expressing facts
Hypothesis	Disrespect and abuse (D&A) occur in childbirth in Tanzania.	Hypothesis 2: Weak nursing and midwifery management contribute to the D&A of women during facility-based childbirth in urban Tanzania.	2) Insufficiently described concepts or variables
Research objective	To describe disrespect and abuse (D&A) in childbirth in Tanzania.	“This study aimed to describe from actual observations the respectful and disrespectful care received by women from midwives during their labor period in two hospitals in urban Tanzania.”	1) Statements unrelated to the research question and hypotheses
Research objective			2) Unattainable or unexplorable objectives

a This statement is a direct quote from Shimoda et al. 17

The other statements were composed for comparison and illustrative purposes only.

CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES

To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .

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Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.

Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12

In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.

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EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES

EXAMPLE 1. Descriptive research question (quantitative research)
- Presents research variables to be assessed (distinct phenotypes and subphenotypes)
“BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
EXAMPLE 2. Relationship research question (quantitative research)
- Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
“Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
EXAMPLE 3. Comparative research question (quantitative research)
- Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
“BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
EXAMPLE 4. Exploratory research question (qualitative research)
- Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
“Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
EXAMPLE 5. Relationship research question (quantitative research)
- Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
“Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23

EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES

EXAMPLE 1. Working hypothesis (quantitative research)
- A hypothesis that is initially accepted for further research to produce a feasible theory
“As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
“In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
EXAMPLE 2. Exploratory hypothesis (qualitative research)
- Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
“We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
“Conclusion
Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
“We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
EXAMPLE 4. Statistical hypothesis (quantitative research)
- An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
“Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
“Statistical Analysis
( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27

EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS

EXAMPLE 1. Background, hypotheses, and aims are provided
“Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
“ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
“This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
EXAMPLE 2. Background, hypotheses, and aims are provided
“We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
“ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
EXAMPLE 3. Background, aim, and hypothesis are provided
“In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
“This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
“ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30

Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

Conceptualization: Barroga E, Matanguihan GJ.
Methodology: Barroga E, Matanguihan GJ.
Writing - original draft: Barroga E, Matanguihan GJ.
Writing - review & editing: Barroga E, Matanguihan GJ.

What Is Descriptive Research?

Jan 29, 2020

There are many methods of marketing research that traverse a variety of industries. We’ve already talked about ethnographic research and how it compares to marketing research methods. Descriptive research, while somewhat similar, is different in that specific marketing research methods actually fall under it.

Descriptive research is a methodology that is not exclusive to market researchers but one that can apply to a variety of research methods used in healthcare, psychology, and education. At its core, descriptive research seeks to describe the characteristics or behavior of an audience. While it’s not grounded in statistics, and usually leans towards more qualitative methods, it can include quantifiable data as well.

The purpose of descriptive research is, of course, to describe, as well as explain, or validate some sort of hypothesis or objective when it comes to a specific group of people. There are three main methods of descriptive research:

Observation: There are two methods of observation including in-field and lab observation. In-field observation requires viewing or recording of an audience in their natural environment. Lab observation, on the other hand, is driven by the scientific method and audiences undergo observation in a more controlled test environment.
Case Studies: Case studies involve a more in-depth analysis of an individual or smaller audience.
Surveys: Likely the most familiar method of descriptive research, surveys involve interviews or discussions with larger audiences and are often conducted on more specific topics.

Each of these three methods of descriptive research serves its own purpose. However, we find that leveraging a unique combination of surveys and discussions is often the most effective in meeting many marketing objectives.

Leveraging Descriptive Research Methods

Too often surveys depart from the primary objectives of descriptive research. For example, a need for quantifiable data and validation can detract from descriptive objectives and the need to understand an audience first. However, focus groups and our exploratory research design supplement this departure.

Specifically, exploratory research is meant to do exactly what descriptive research hopes to achieve but in a more manageable way. Through online discussions, researchers can interpret conversations that describe, evaluate, or document behaviors. Respondents are able to portray everything from attitudes and feelings to processes, reactions, relationships, and more.

When taking advantage of any research method, there are always considerations to keep in mind. In the case of descriptive research, there are two specific types of bias to avoid in order to remain objective and avoid errors in insights:

Ecological Fallacy: Drawing conclusions about an individual based on the analysis of a larger group.
Exception Fallacy: The opposite of ecological fallacy, this is drawing conclusions about a group of people based on one individual—similar to stereotyping.

Targeting the appropriate audience will help avoid this bias. The right respondents who find the topic of research relatable and applicable to their daily lives will also help garner more detailed discussions. To learn more about how we incorporate both qualitative and quantitative methods of descriptive research, download the eGuide below. You’ll also learn the differences and benefits of combining the two methodologies.

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How it works

A Quick Guide to Descriptive Research

Published by Carmen Troy at August 16th, 2021 , Revised On August 29, 2023

Descriptive research is carried out to describe current issues, programs, and provides information about the issue through surveys and various fact-finding methods .

It includes co-relational and comparative methods of research. Descriptive research has an essential role in sociological and psychological studies. It follows the Ex post facto research, which predicts the possible reasons behind the situation that has already occurred.

It describes the existing theory and discovers new facts about it. It is conducted to solve a problem and answer a specific question.

Descriptive research covers everything that can be counted and studied.

Example: The widespread of contaminated diseases in a specific area of the town. Investigation reveals that there is no trash removal system in that area. A researcher can hypothesise the reason that the improper trash removal system leads to the widespread of contaminated disease.

What is the Purpose of Descriptive Research?

Descriptive research is used to

To observe, describe, and explain any hypothesis or situation related to a specific individual, situation, or group of people.
To describe characteristics.
To measure the percentage of units.
To determine the perception of the product category.
To determine the degree of the associated variables .

Examples of Descriptive Research

Why do engineers leave the profession?
What is the level of job satisfaction with the career of engineering students?
What are the symptoms of Coronavirus?

Descriptive Research Methods

Descriptive research uses both qualitative and quantitative methods . Some of the essential methods are discussed below:

Analysing Secondary Data

A researcher can use the existing information collected by others as the base of new research to answer a question and describe the phenomena.

Surveys can be conducted online and offline, depending on the requirement and sample size of the participants. It includes a questionnaire, including open-ended and closed-ended questions.

Observations

It is the most effective descriptive method of research. Quantitative observation aims at observing the volume, weight, shape, age, height, and scale of an entity. At the same time, qualitative observation monitors the characteristics of the participants. A researcher can also act as a participant.

It includes in-depth study, investigation, and data collection from multiple sources over time. A case study is widely used in social sciences to study the underlying information, organisation, community, or event. It does not provide any solution to the problem. Researchers cannot act as the participants of the research. The results may not be accurate due to the incorrect response of the participants.

Research Design

A research design is an outline of the procedure of the research. It depends on the aim and nature of the study and includes:

Methods of data collection
Tools used for data collection
Methods of data analysis

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Advantages and Disadvantages of Descriptive Research


It uses both qualitative and quantitative methodologies. It can be carried out without informing the participants about the research to behave naturally as they usually act in their day-to-day life. It is inexpensive and time-saving. It collects an ample amount of data and documents it. It focuses on solving the problem rather than inventing new theories.	It requires more skills. It doesn’t find out the reason behind a situation, problem, or phenomena. It includes a low response rate of the participants. A researcher cannot control its variables and can report only about the current situation and its occurring. It doesn’t invent new theories and methods. The results may vary over time.

Frequently Asked Questions

How to start descriptive research.

To start descriptive research:

Define your research question.
Select the target population.
Choose data collection methods (surveys, observations, etc.).
Develop a structured plan.
Collect and analyze data.
Interpret and present findings objectively.

descriptive purpose of research

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Descriptive Research Design – Types, Methods and Examples

Descriptive Research Design

Types of Descriptive Research Design

Cross-sectional Study

Longitudinal Study

Survey Research

Observational Research

Correlational Research

Data Analysis Methods

Descriptive Statistics

Cross-tabulation

Content Analysis

Qualitative Coding

Visualization

Comparative Analysis

Applications of Descriptive Research Design

Descriptive Research Design Examples

How to Conduct Descriptive Research Design

When to Use Descriptive Research Design

Purpose of Descriptive Research Design

Characteristics of Descriptive Research Design

Advantages of Descriptive Research Design

Limitation of Descriptive Research Design

About the author

Muhammad Hassan

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Definition of descriptive research

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Facilitating data interpretation

Enhancing the clarity of the research problem

Addressing practical problems

Building a foundation for future research

Specificity in the research question

Focus on the present situation

Standardized and structured methodology

Non-manipulative approach in observation

Replicability and consistency in results

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Conducting market research

Evaluating employee behaviors

Understanding consumer preferences

Documenting historical patterns