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Descriptive Method of Research

Descriptive research provides an in-depth view of topics and captures details that may not have been considered. It can be used to form hypotheses but cannot determine cause-and-effect. We cannot conclude that a strategy helped learning just because a student engaged with it and believes it helped. Descriptive research must also account for reactivity and social desirability bias. The main methods are observational research, case studies, and surveys.

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116 views7 pages

Descriptive Method of Research

Descriptive research provides an in-depth view of topics and captures details that may not have been considered. It can be used to form hypotheses but cannot determine cause-and-effect. We cannot conclude that a strategy helped learning just because a student engaged with it and believes it helped. Descriptive research must also account for reactivity and social desirability bias. The main methods are observational research, case studies, and surveys.

Uploaded by

Ky Sha
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Strengths:

Descriptive research can provide an in-depth view of any topic we might want to
study, and the level of detail that we can find in descriptive research is extremely
valuable. This is particularly true of descriptive research that is collected
qualitatively. In this form of research, we may find information that we never even
knew to look for! This type of research can be used to create new research
questions, or form hypotheses about cause and effect relationships (though we
cannot determine cause and effect from this research alone). Observation research
has an added benefit of allowing us to see how things work in their natural
environments. 

Weaknesses:

We cannot determine a cause and effect relationship from descriptive research. For
example, if a student talks about engaging with a particular learning strategy, and
then provides an in-depth account of why they think it helped them learn, we
cannot conclude that this strategy actually did help the student learn.

We also have to be very careful of reactivity in this type of research. Sometimes,


people (and animals too) change their behavior if they know they're being
observed. Similarly, in surveys we have to worry about participants providing
responses that are considered desirable or in line with social norms. (For example,
if a parent is asked, "did you ever smoke while pregnant with your child?" we have
to worry about parents saying "no, never" because that is the more desirable
answer, or the one that aligns with social norms.)

There are 3 main data collection methods in descriptive research, namely;


observational method, case study method, and survey research.
1. Observational Method

The observational method allows researchers to collect data based on their


view of the behaviour and characteristics of the respondent, with the
respondents themselves not directly having an input. It is often used in
market research, psychology, and some other social science research to
understand human behaviour.

It is also an important aspect of physical scientific research, with it being one


of the most effective methods of conducting descriptive research. This
process can be said to be either quantitative or qualitative.
Quantitative observation involved the objective collection of numerical data,
whose results can be analyzed using numerical and statistical methods. 

Qualitative observation, on the other hand, involves the monitoring of


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

What are the


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

1. Quantitative research

2. Nature of variables

3. Cross-sectional studies

4. Directs future research

Let’s discuss these four characteristics in detail. 

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

2. Nature of variables:
The variables included in this research are uncontrolled. They are not
manipulated in any way. Descriptive research mostly uses
observational methods and thus the researcher cannot control the
nature and the behavior of the variables under study.
3. Cross-sectional studies:
In this research type, different sections of the same group are studied.
For instance, in order to study the fashion preferences of New York, the
researcher can study Gen Z as well as Millennials from the same
population in New York.

4. Directs future research:


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

What are the methods of


conducting descriptive
research?
Primarily, there are three descriptive research methods: 

1. Observation,

2. Survey, & 

3. Case Study

What are the types of


descriptive research?
There are seven types of descriptive research based on when you
conduct them and what type of data research you conduct. We have
explained these seven types in brief with examples to help you better
understand them.
1. Cross-sectional: 
A descriptive method of studying a particular section of people at a
given point in time. 

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


Netherlands. 

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

Example: Monitoring changes in the volume of cyber-bullying among


Millenials from 2022 to 2024. 

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

Example: Comparing legal verdicts in similar types of cases. 

4. Relational/Correlational:
We investigate the type of relationships (correlation) between two
variables in this type of descriptive research. 

Example: Investigating the relationship between video games and


mental health. 

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

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


from two companies. 

6. Classification: 
This type of research arranges collected data into classes based on
specific criteria to analyze them. 
Example: Classification of customers based on their buying behavior. 

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

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

We have been discussing the descriptive method with examples. So


now let’s see how you can use this research type in a real-world
application.

What are the applications


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

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

1. Defining the characteristics of respondents


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

It helps in deriving patterns, traits, and behaviors of respondents. It


also aims to understand the attitudes and opinions that respondents
hold about certain phenomena.

For instance, researchers can understand how many hours young


adults spend on the internet, their opinions about social media
platforms, and how important they consider these platforms to be. All
of this information will help the company to make informed decisions
regarding its products and brands. 

2. Analyzing trends in data


With the help of statistical analysis that is provided by this research
method, you can understand the trends in data over time.

For instance, consider an apparel company that drops a new line of


clothing, they may research how Gen Z and Millennials are reacting to
the new launch. If they find out that the new range of clothes has
worked effectively for one group (Gen Z) but not for the other, the
company may stop producing clothes for the other group.

To analyze trends in real-time, you should set up live dashboards that


capture the information efficiently.

3. Comparing different groups


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

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

This kind of research method helps companies to understand what they


should do to increase their brand appeal in different groups of the
population. 

4. Validating existing patterns of respondents


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

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

5. Conducting research at different times


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

6. Finding correlations among variables


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

For instance, if the focus is on the age of men and their expenditure. 

There is a possibility of finding a negative correlation between the two


variables, indicating that as the age of men increases, the less they spend
on sports products.

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