ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD

(DEPARTMENT OF SPECIAL EDUCATION)

COURSE: RESEARCH METHODS IN EDUCATION (8604)

B.ED. (1.5 YEAR)

SEMESTER: AUTUMN, 2022

ASSIGNMENT NO. 1

(UNITS: 1-5)

• STUDENT NAME : ALEENA SAIFULLAH

• STUDENT ID: [email protected]

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Q.1 Discuss different methods used as a tool of acquiring knowledge.
Compare the various steps in scientific method with steps in research
process.? (20)

Ans: Philosophers and educationists have bought out specific methods of acquiring
knowledge. Thus there are different ways of knowing knowledge.
Before going any further let us have a brief recap of knowledge. So what is
Knowledge?

From the Indian point of view, knowledge is named as Vidya. It involves facts
about reality as well as cognitive changes.
Knowledge, as defined by Oxford dictionary, is
What is known in a particular field
Awareness gained by experience of fact or situation
The theoretical and practical understanding of a subject.
Religious Interpretations:- Various religions have interpreted knowledge differently
Hindu Scriptures presents two kinds of knowledge:-
(A) Paroksh Gyan:- It is second-hand knowledge obtained from books, hearing
lectures etc.
(B) Aproksha Gyan:- It is knowledge obtained by direct experiences.
According to Quran Knowledge comes from God and various habits encourage the
acquisition.
According to Christianity Knowledge is one of the seven gifts of the Holy Spirit.
Some methods of knowledge acquisition are given below:-
Appeal to authority:-
Comes from authority or specialist in a particular field of knowledge.
For example scientists, philosophers, professor, economists etc.
Teachers are accepted as an authority and great source of knowledge by learners.
Appeal to Tradition:-
W depend on our traditions for the solution of many problems we might face in our
life.

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So, we have accepted various traditions of our forefathers or our culture.
Everything that we have accepted from our traditions might not always be valid.
Over the period of time, people have rejected those wrong traditions which were
once valid.
Therefore we should always evaluate the knowledge acquired from traditions
before accepting it.
Appeal to Senses
Knowledge is drawn through five senses.
The more the senses are involved in process of acquiring knowledge, more
comprehensive would be the knowledge acquired.
Inductive and Deductive methods:-
The inductive method starts with particular examples. Here learner tries to arrive at
a certain conclusion. This may lead to the formulation of a law, generalization or
principle.
In deductive method learner starts with a generalization or rule, then he comes to
particular examples.
So we can say that knowledge is gathered both by inductive and deductive
methods.
Appeal to experiences:
Knowledge can also be gathered by experiences.
Our personal experiences or experiences of other people are the most familiar and
fundamental sources of knowledge.
We learn many things from our day to life and what goes around us.
Intuition:-
The knowledge gained out of intuition is spontaneous and sudden.
Senses and mind are not involved during intuition.
Anyone can experience it at different points of time.
Concentration and meditation:-
Concentration is a mental activity where the person concentrating focuses his
mental energy on aids like a candle flame, idea. Breathing, mantras etc.
In meditation person meditating concentrates for a longer period of time. Both of
them are foundations of attaining knowledge.
While meditating or concentrating a person can make inferences. He can even
make a link of facts of knowledge to something meaningful.
Observation and related processes:-
Four sub-processes of attaining knowledge are observation, explanation, prediction
and control.
Observation can be internal or external. It can even be a scientific observation.
An explanation is the elaboration of facts of knowledge in a logical manner.

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Prediction is a process related to cause and effect. In this process, results are
predicted. One needs to understand about causes and their effects.
Control is the process in which results are filtered out by exercising control on
certain factors.
Problem Solving:-
Here the solution of the problem being solved becomes the part of knowledge. So,
problem-solving is also an effective tool to acquire knowledge.

Q.2 Describe different types of research categorized on the basis of methods

used and the purpose of research. (20)
Ans: Types of Research
Research is about using established methods to investigate a problem or question in
detail with the aim of generating new knowledge about it.

It is a vital tool for scientific advancement because it allows researchers to prove or

refute hypotheses based on clearly defined parameters, environments and
assumptions. Due to this, it enables us to confidently contribute to knowledge as it
allows research to be verified and replicated.
Knowing the types of research and what each of them focuses on will allow you to
better plan your project, utilises the most appropriate methodologies and techniques
and better communicate your findings to other researchers and supervisors.

Classification of Types of Research

There are various types of research that are classified according to their objective,
depth of study, analysed data, time required to study the phenomenon and other
factors. It’s important to note that a research project will not be limited to one type
of research, but will likely use several.

According to its Purpose

Theoretical Research
Theoretical research, also referred to as pure or basic research, focuses on
generating knowledge, regardless of its practical application. Here, data collection
is used to generate new general concepts for a better understanding of a particular
field or to answer a theoretical research question.

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Results of this kind are usually oriented towards the formulation of theories and are
usually based on documentary analysis, the development of mathematical formulas
and the reflection of high-level researchers.

For example, a philosophical dissertation, since the aim is to generate new

approaches from existing data without considering how its findings can be applied
or implemented in practice.
Applied Research
Here, the goal is to find strategies that can be used to address a specific research
problem. Applied research draws on theory to generate practical scientific
knowledge, and its use is very common in STEM fields such as engineering,
computer science and medicine.

This type of research is subdivided into two types:

Technological applied research: looks towards improving efficiency in a particular

productive sector through the improvement of processes or machinery related to
said productive processes.
Scientific applied research: has predictive purposes. Through this type of research
design, we can measure certain variables to predict behaviours useful to the goods
and services sector, such as consumption patterns and viability of commercial
projects.
For example, market research, because by examining consumption patterns,
strategies can be developed for the development of new products and marketing
campaigns, etc.
According to your Depth of Scope
Exploratory Research
Exploratory research is used for the preliminary investigation of a subject that is
not yet well understood or sufficiently researched. It serves to establish a frame of
reference and a hypothesis from which an in-depth study can be developed that will
enable conclusive results to be generated.

Because exploratory research is based on the study of little-studied phenomena, it

relies less on theory and more on the collection of data to identify patterns that
explain these phenomena.

For example, an investigation of the role social media in the perception of self-
image.
Descriptive Research

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The primary objective of descriptive research is to define the characteristics of a
particular phenomenon without necessarily investigating the causes that produce it.

In this type of research, the researcher must take particular care not to intervene in
the observed object or phenomenon, as its behaviour may change if an external
factor is involved.

For example, investigating how the public census of influential government

officials differs between urban and non-urban areas.
Explanatory Research
Explanatory research is the most common type of research method and is
responsible for establishing cause-and-effect relationships that allow
generalisations to be extended to similar realities. It is closely related to descriptive
research, although it provides additional information about the observed object and
its interactions with the environment.

For example, investigating the brittle behaviour of a specific material when under
compressive load.
Correlational Research
The purpose of this type of scientific research is to identify the relationship
between two or more variables. A correlational study aims to determine whether a
variable changes, how much the other elements of the observed system change.

According to the Type of Data Used

Qualitative Research
Qualitative methods are often used in the social sciences to collect, compare and
interpret information, has a linguistic-semiotic basis and is used in techniques such
as discourse analysis, interviews, surveys, records and participant observations.

In order to use statistical methods to validate their results, the observations

collected must be evaluated numerically. Qualitative research, however, tends to be
subjective, since not all data can be fully controlled. Therefore, this type of
research design is better suited to extracting meaning from an event or
phenomenon (the ‘why’) than its cause (the ‘how’).

For example, examining the effects of sleep deprivation on mood.

According to the Degree of Manipulation of Variables
Experimental Research

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It is about designing or replicating a phenomenon whose variables are manipulated
under strictly controlled conditions in order to identify or discover its effect on
another independent variable or object. The phenomenon to be studied is measured
through study and control groups, and according to the guidelines of the scientific
method.

For example, randomised controlled trial studies for measuring the effectiveness of
new pharmaceutical drugs on human subjects.
Non-Experimental Research
Also known as an observational study, it focuses on the analysis of a phenomenon
in its natural context. As such, the researcher does not intervene directly, but limits
their involvement to measuring the variables required for the study. Due to its
observational nature, it is often used in descriptive research.

For example, a study on the effects of the use of certain chemical substances in a
particular population group can be considered a non-experimental study.
Quasi-Experimental Research
It controls only some variables of the phenomenon under investigation and is
therefore not entirely experimental. In this case, the study and the focus group
cannot be randomly selected, but are chosen from existing groups or populations.
This is to ensure the collected data is relevant and that the knowledge, perspectives
and opinions of the population can be incorporated into the study.

For example, assessing the effectiveness of an intervention measure in reducing the

spread of antibiotic-resistant bacteria.
According to the Type of Inference
Deductive Investigation
In this type of research, reality is explained by general laws that point to certain
conclusions; conclusions are expected to be part of the premise of the research
problem and considered correct if the premise is valid and the inductive method is
applied correctly.

Inductive Research
In this type of research, knowledge is generated from an observation to achieve a
generalisation. It is based on the collection of specific data to develop new theories.

Hypothetical-Deductive Investigation
It is based on observing reality to make a hypothesis, then use deduction to obtain a
conclusion and finally verify or reject it through experience.

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Q.3 discuss the concept of educational research. Also examine the need and
importance of research in education. (20)

Ans: Education is an integral aspect of every society and in a bid to expand the
frontiers of knowledge, educational research must become a priority. Educational
research plays a vital role in the overall development of pedagogy, learning
programs, and policy formulation.

Educational research is a spectrum that bothers on multiple fields of knowledge

and this means that it draws from different disciplines. As a result of this, the
findings of this research are multi-dimensional and can be restricted by the
characteristics of the research participants and the research environment.

What is Educational Research?

Educational research is a type of systematic investigation that applies empirical
methods to solving challenges in education. It adopts rigorous and well-defined
scientific processes in order to gather and analyze data for problem-solving and
knowledge advancement.

J. W. Best defines educational research as that activity that is directed towards the
development of a science of behavior in educational situations. The ultimate aim of
such a science is to provide knowledge that will permit the educator to achieve his
goals through the most effective methods.

The primary purpose of educational research is to expand the existing body of

knowledge by providing solutions to different problems in pedagogy while
improving teaching and learning practices. Educational researchers also seek
answers to questions bothering on learner motivation, development, and classroom
management.

Characteristics of Education Research

While educational research can take numerous forms and approaches, several
characteristics define its process and approach. Some of them are listed below:

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It sets out to solve a specific problem.
Educational research adopts primary and secondary research methods in its data
collection process. This means that in educational research, the investigator relies
on first-hand sources of information and secondary data to arrive at a suitable
conclusion.
Educational research relies on empirical evidence. This results from its largely
scientific approach.
Educational research is objective and accurate because it measures verifiable
information.
In educational research, the researcher adopts specific methodologies, detailed
procedures, and analysis to arrive at the most objective responses
Educational research findings are useful in the development of principles and
theories that provide better insights into pressing issues.
This research approach combines structured, semi-structured, and unstructured
questions to gather verifiable data from respondents.
Many educational research findings are documented for peer review before their
presentation.
Educational research is interdisciplinary in nature because it draws from different
fields and studies complex factual relations.
Importance of Educational Research
Educational research plays a crucial role in knowledge advancement across
different fields of study.
It provides answers to practical educational challenges using scientific methods.
Findings from educational research; especially applied research, are instrumental in
policy reformulation.
For the researcher and other parties involved in this research approach, educational
research improves learning, knowledge, skills, and understanding.
Educational research improves teaching and learning methods by empowering you
with data to help you teach and lead more strategically and effectively.
Educational research helps students apply their knowledge to practical situations.
Educational Research Methods
Surveys/Questionnaires
A survey is a research method that is used to collect data from a predetermined
audience about a specific research context. It usually consists of a set of
standardized questions that help you to gain insights into the experiences, thoughts,
and behaviors of the audience.

Surveys can be administered physically using paper forms, face-to-face

conversations, telephone conversations, or online forms. Online forms are easier to

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administer because they help you to collect accurate data and to also reach a larger
sample size. Creating your online survey on data-gathering platforms like Formplus
allows you to.also analyze survey respondent’s data easily.

In order to gather accurate data via your survey, you must first identify the research
context and the research subjects that would make up your data sample size. Next,
you need to choose an online survey tool like Formplus to help you create and
administer your survey with little or no hassles.

Interviews
An interview is a qualitative data collection method that helps you to gather
information from respondents by asking questions in a conversation. It is typically
a face-to-face conversation with the research subjects in order to gather insights
that will prove useful to the specific research context.

Interviews can be structured, semi-structured, or unstructured. A structured

interview is a type of interview that follows a premeditated sequence; that is, it
makes use of a set of standardized questions to gather information from the
research subjects.

An unstructured interview is a type of interview that is fluid; that is, it is non-

directive. During a structured interview, the researcher does not make use of a set
of predetermined questions rather, he or she spontaneously asks questions to gather
relevant data from the respondents.

A semi-structured interview is the mid-point between structured and unstructured

interviews. Here, the researcher makes use of a set of standardized questions yet,
he or she still makes inquiries outside these premeditated questions as dedicated by
the flow of the conversations in the research context.

Data from Interviews can be collected using audio recorders, digital cameras,
surveys, and questionnaires.

Observation
Observation is a method of data collection that entails systematically selecting,
watching, listening, reading, touching, and recording behaviors and characteristics
of living beings, objects, or phenomena. In the classroom, teachers can adopt this
method to understand students’ behaviors in different contexts.

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Observation can be qualitative or quantitative in approach. In quantitative
observation, the researcher aims at collecting statistical information from
respondents and in qualitative information, the researcher aims at collecting
qualitative data from respondents.

Qualitative observation can further be classified into participant or non-participant

observation. In participant observation, the researcher becomes a part of the
research environment and interacts with the research subjects to gather info about
their behaviors. In non-participant observation, the researcher does not actively
take part in the research environment; that is, he or she is a passive observer.

Q.4. What is an experiment and how you will conduct an experimental

research? What will be the threats to internal and external validity and how
you will minimize these threats?
(20)

Ans: Experimental research uses a scientific method for conducting research,

employing the most methodical research design. Known as the gold standard, it
involves performing experiments to reach conclusions and can be conducted based
on some of the findings from previous forms of research.

Logically, it would follow correlational research, which studies the relationships

between variables. It can also follow causal research, a kind of experimental
research in itself, as it establishes cause and effect relationships between previously
studied variables.

Experimental research is typically used in psychology, physical and social

sciences, along with education. However, it too can be applied to business.

This article expounds on experimental research, how it is conducted, how it differs

from other forms of research, its key aspects and how survey studies can
complement it.

Defining Experimental Research

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Experimental research is a kind of study that rigidly follows a scientific research
design. It involves testing or attempting to prove a hypothesis by way of
experimentation. As such, it uses one or more independent variables, manipulating
them and then using them on one or more dependent variables.

In this process, the researchers can measure the effect of the independent
variable(s) on the dependent variable(s). This kind of study is performed over some
time, so that researchers can form a corroborated conclusion about the two
variables.

The experimental research design must be carried out in a controlled environment.

Throughout the experiment, the researcher collects data that can support or refute a
hypothesis, thus, this research is also referred to as hypothesis testing or a
deductive research method.

The Key Aspects of Experimental Research

There are various attributes that are formative of and unique to experimental
research in addition to its main purpose. Understanding these is key to
understanding this kind of research in-depth and what to expect when performing
it.

The following enumerates the defining characteristics of this kind of research:

It includes a hypothesis, a variable that will be manipulated by the researcher along

with the variable that will be measured and compared.
The data in this research must be able to be quantified.
The observation of the subjects, however, must be executed qualitatively.
It can be conducted in a laboratory in field settings, i.e., field research.
The latter is rarer, as it is difficult to manipulate treatments and to control external
occurrences in a live setting.
It relies on making comparisons between two or more groups (the variables).
Some variables are given an experimental stimulus called a treatment; this is the
treatment group.
The variables that do not receive a stimulus are known as the control group.
First, researchers must consider how the variables are related and only afterward
can they move on to making predictions that can be tested.
Time is a crucial component when putting forth a cause-and-effect relationship.
There 3 types of experimental research:

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Pre-experimental research design
True experimental research design
Quasi-experimental research design

The Three Types of Experimental Research

Experimental research encompasses three subtypes that researchers can implement.
They all fall under experimental research, differing in how the subjects are
classified. They can be classified based on their conditions or groups.

Pre-experimental research design:

This entails a group or several groups to be observed after factors of cause and
effect are implemented.

Researchers implement this research design when they need to learn whether
further investigation is required for these particular groups.
Pre-experimental research has its own three subtypes:
One-shot Case Study Research Design
One-group Pretest-posttest Research Design
Static-group Comparison
Quasi-experimental Research Design
Representing half or pseudo, the moniker “quasi” is used to allude to resembling
true experimental research, but not entirely.

The participants are not randomly assigned, rather they are used when
randomization is impossible or impractical.
Quasi-experimental research is typically used in the education field.
Examples include: the time series, no equivalent control group design, and the
counterbalanced design.
True Experimental Research Design
This kind of experimental research design studies statistical analysis to confirm or
debunk a hypothesis.

It is regarded as the most accurate form of research.

True experimental research can produce a cause-effect relationship within a group.
This experiment requires the fulfillment of 3 components:
A control group (unaltered) and an experimental group (to undergo changes in
variables)
Random distribution
Variables can be manipulated

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Threats to internal validity
Timeline: Time is of paramount importance in research. The opinions of
respondents depend on the recall time to gather opinions.
For example, if the researcher asks the respondents about satisfaction with products
at a coffee store and where they will consume it. Then the validity of their answers
will increase. However, in case the research is conducted after a long duration then
the opinions can be biased and misleading.
Testing: Instances where the respondents are asked questions which is questionable
for their performance.
For example, if the employees are asked to rate the satisfaction level of their
customers on different service quality parameters. They might be concerned about
the findings of the research which can put them in a disadvantageous position in
the organization.
Instrumentation: Effective changes in instrumentation or in the criteria of recording
behavior can because of threats to validity.
For example, the change in cutoff points for a TOEFL exam can impact the
application process. Similarly, changes in standard levels in medical laboratory
tests can impact the overall efficacy of the results.
Maturation: It is the changes that impact the subsequent analysis.
For example, the performance of 2nd graders starts decreasing after 1 hour due to
variable factors, like fatigue, stress, tiredness, etc. Thus, it is difficult to calculate
the overall performance average without bias.
Mortality: Most of the studies undertaken follow ethical considerations where the
respondents participate voluntarily. However, some respondents may drop out.
This will change the defined sample size. Especially studies that have long
timelines face this threat to their validity.
For example, a researcher conducting a study to determine the efficacy of a protein
diet for a duration of 6 months might face a problem when the test subjects drop
out of the program mid-way.
Statistical regression: This threat to validity could be when a sample is selected to
study extreme behavior in respondents.
For example, if a researcher needs to study the consumption of mangoes. Then the
threat to validity would be when the collection of data.

External threats to validity

Impact of pre-testing: Most often researchers conduct pre-tests or pilot tests to
determine the efficacy of the measuring instrument. However, pre-tests might
impact the sensitivity and responsiveness of the experimental variable.

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 For example, the researcher conducts a pre-test on a sample of 25 respondents.
However, nearly 70% of responses change when actually conducting the study,
reflecting the impact of the pre-test.
Effect of inclusion and exclusion criteria: Effect of selecting a sample based on
specific selection criteria. This can impact the outcomes of the study which would
not have been the case if there was random sampling.
Multiple experiment interference: This happens in the case of test subjects who
have been exposed to the same experiment multiple times. In such cases, the effect
of previous findings has an impact on the overall results.
Reactions to an experimental arrangement: This is an effect of the experiment
because the respondents are aware of the experiment. This is also known as the
Hawthorne effect.

Q.5 Define descriptive research What are its major forms? Strengthen your
answer with the example of Case Studies, Causal Comparative studies and
correlation studies? (20)

Ans: 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 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?

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How prevalent is disease A in population B?
Descriptive research methods
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.

Surveys
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.

Characteristics
Term descriptive research then refers to research questions, 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:

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Quantitative research: Descriptive research 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 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.
Cross-sectional studies: Descriptive research 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, understanding from
millenials the hours per week they spend on 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, 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

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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.

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 developing a hypothesis of 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.

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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

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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.

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