© 2019 JETIR June 2019, Volume 6, Issue 6 www.jetir.

org (ISSN-2349-5162)

Descriptive Research
Manjunatha.N
Library Assitant,
SRI SIDDHATHA FIRST GRADE COLLEGE.

Abstract:-
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”
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.”
In its essence, 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.
An important characteristic of descriptive research relates to the fact that while
descriptive research can employ a number of variables, only one variable is required
to conduct a descriptive study. Three main purposes of descriptive studies can be
explained as describing, explaining and validating research findings.
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.

Descriptive Research: Definition

Descriptive research is defined as a research method that describes the characteristics of the
population or phenomenon that is being studied. This methodology focuses more on the “what” of
the research subject rather than the “why” of the research subject.

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

For example, an apparel brand that wants to understand the fashion purchasing trends among New
York buyers will conduct a demographic survey of this region, gather population data and then
conduct descriptive research on this demographic segment. The research will then uncover details
on “what is the purchasing pattern of New York buyers”, but not cover any investigative details on
“why” the patterns exits. Because for the apparel brand trying to break into this market,
understanding the nature of their market is the objective of the study.

Characteristics of Descriptive Research

The term descriptive research then, refers to research questions, design of the research and data
analysis that would be conducted on that topic. It is called an observational research method
because none of the variables that are part of the research study are influenced in any capacity.

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Some distinctive characteristics of descriptive research are:

1. Quantitative research: Descriptive research is a quantitative research method that attempts to

collect quantifiable information to be used for statistical analysis of the population sample. It is an
popular market research tool that allows to collect and describe the nature of the demographic
segment.
2. Uncontrolled variables: In descriptive research, 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.
3. Cross-sectional studies: Descriptive research is generally a cross-sectional study where
different sections belonging to the same group are studied.
4. Basis for further research: The data collected and analyzed from descriptive research can then
be further researched using different research techniques. The data also can help point towards
the types of research methods are to be used for the subsequent research.

Applications of Descriptive Research with Examples

Descriptive research can be used in multiple ways and for multiple reasons. Before getting into any
kind of survey though, the survey goals and survey design is very important. Despite following these
steps though, there is no way to know if the research outcome will be met. 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 in question. For example, understanding from millenials the hours
per week they spend on browsing the internet. All this information helps the organization
conducting the research make informed business decisions.
 Measure data trends: Data trends can be measured over time with statistical capabilities
provided by descriptive research. Consider if an apparel company conducts research between
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, this provides an insight into
what clothes are like and what are not and the ones that are not, are dropped.
 Conduct comparisons: Organizations also use descriptive research to understand how different
groups respond to a certain product or service. For example, an apparel brand creates a survey
asking general questions that measure the brands image. The same survey also asks
demographic questions like age, income, gender, geographical location 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 in making product or marketing fixes or in some cases
even create a new product line just to cater to a high growth potential, group.
 Validate existing conditions: Descriptive research is widely used to help ascertain the prevailing
conditions and underlying patterns of the research object. Due to the non invasive method of
research and the use of quantitative observation and some aspects of qualitative observation,
each variable is observed and an in-depth analysis can be concluded. It is also used to validate
any existing conditions that maybe prevalent in a population.
 Conduct research at different times: To ascertain if there are any similarities or differences, the
research can be conducted at different periods of times. This also allows any number of variables
to be evaluated. For the purpose of verification, studies on prevailing conditions can also be
repeated to draw trends.

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Descriptive Research Methods

There are 3 distinctive methods to conduct descriptive research. They are:

 Observational Method
The observational method is the most effective method to conduct descriptive research and both
quantitative observation and qualitative observation are used in this research method.

Quantitative observation is the objective collection of data which is primarily focused on numbers
and values – it suggests “associated to, 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 that can be 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 by
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 descriptive research, the researcher can chose to be either a complete observer, an
observer as a participant, a participant as an observer or a complete participant. For example, in a
supermarket, a researcher can from afar monitor and track the selection and purchasing trends of
the customers. This offers a deeper 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 don’t have the capacity to make accurate predictions
because there could be a bias on the part of the researcher. The other reason why case studies are
not an accurate way of conducting descriptive research is because there could be an atypical
respondent in the research and describing them leads to poor generalizations and move 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. In order for a survey to gather
good quality data, it should have good survey questions, which should be a balanced mix of open-
ended questions and close ended-questions. The survey method can be conducting online or offline
which is makes it the go-to option for descriptive research where the sample size is very large.

Examples of Descriptive Research

Some examples of descriptive research are:

1. A speciality food group launching a new range of barbecue rubs would like to understand what
flavors of rubs are favored by different sets of people. To understand the preferred flavor palette,
they conduct a descriptive research study using different methods like observational methods in
supermarkets. By also conducting a survey whilst collecting in-depth demographic information,
offers insights about the preference of different markets. This can also help tailor make the rubs
and spreads to different preferred meats in that demographic. Conducting a thorough descriptive
research helps the organization tweak their business model and amplify marketing in core
markets.
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2. Another example of where descriptive research can be used is if a school district that 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 the can help understand if a full-fledged implementation can face an issues. This
also helps in understanding if the students are impacted in any way with this change.
Some other problems and/or research questions that can lead to descriptive research are:

 Market researchers that want to observe habits of consumers.

 A company that wants to evaluate the morale of its staff.
 A school district that wants to understand if students will access online lessons rather than
textbooks.
 An organization to understand if its wellness programs increase the overall health of the
employees

Advantages of Descriptive Research

Some of the major advantages of descriptive research are:

 Data collection: Descriptive research can be conducted by using specific methods like
observational method, case study method and survey method. Between these 3, all major
methods of data collection are covered which provides a lot of information. This can be used for
future research or even developing hypothesis of your research object.
 Varied: Since the data collected is both qualitative and quantitative, it gives a holistic
understanding of a research topic. This causes data that was not planned to be collected gets
tracked and the data is varied, diverse and thorough.
 Natural environment: Descriptive research allows for the research to be conducted in the natural
environment of the respondent and this ensures that high-quality and honest data is collected.
 Quick to conduct and cheap: As the sample size is generally large in descriptive research, the
data collection is quick to conduct and is cheap.
 Forms basis for decision-making: As the data collected in descriptive research represents a
larger population and is robust, it is easy to make decisions on the basis of the statistical analysis
of that data.

Disadvantages of Descriptive Research

Some of the major disadvantages of descriptive research are:

 Confidentiality: Respondents aren’t always truthful if questions are too personal or they feel that
they are being “watched”. This may negate the validity of the data.
 Halo effect: If the research observer has a potential bias towards the research topic or some
respondents in the research, the observations then maybe considered as invalid or untrue.
 Sample isn’t representative: Due to the randomness of the sample, it is very tough to validate
that the sample is an accurate representation of the whole population.
 No scope to learn cause: Since descriptive research only focuses on the “what” of an objective
or phenomenon, it does not delve into the “why or how” and that is a limitation in learning specific
causes.

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Conclusion:- Descriptive research is a study of status and is widely used in education, nutrition,
epidemiology, and the behavioral sciences. Its value is based on the premise that problems can be solved
and practices improved through observation, analysis, and description. The most common descriptive
research method is the survey, which includes questionnaires, personal interviews, phone surveys, and
normative surveys. Developmental research is also descriptive. Through cross-sectional and
longitudinal studies, researchers investigate the interaction of diet (e.g., fat and its sources, fiber and its
sources, etc.) and life styles (e.g., smoking, alcohol drinking, etc.) and of disease (e.g., cancer, coronary
heart disease) development. Observational research and correlational studies constitute other forms of
descriptive research. Correlational studies determine and analyze relationships between variables as
well as generate predictions. Descriptive research generates data, both qualitative and quantitative, that
define the state of nature at a point in time. This chapter discusses some characteristics and basic
procedures of the various types of descriptive research.

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