What is descriptive research?
Descriptive research definition: Descriptive research is defined as a research method that describes the
characteristics of the population or phenomenon studied. This methodology focuses more on the
“what” of the research subject than the “why” of the research subject.
The descriptive research 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 subject of
the research, without covering “why” it happens.
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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 study will then uncover details on “what is the
purchasing pattern of New York buyers,” but not cover any investigative information about “why” the
patterns exits. Because for the apparel brand trying to break into this market, understanding the nature
of their market is the study’s objective.
Characteristics of descriptive research
The 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:
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 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.
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, which is 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 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 programs enhance the overall health of the employees.
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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 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.
Conceptual Research: Definition
Conceptual research is defined as a methodology wherein research is conducted by observing
and analyzing already present information on a given topic. Conceptual research doesn’t involve
conducting any practical experiments. It is related to abstract concepts or ideas. Philosophers
have long used conceptual research to develop new theories or interpret existing theories in a
different light.
For example, Copernicus used conceptual research to come up with the concepts about stellar
constellations based on his observations of the universe. Down the line, Galileo simplified
Copernicus’s research by making his own conceptual observations which gave rise to more
experimental research and confirmed the predictions made at that time.
The most famous example of a conceptual research is Sir Issac Newton. He observed his
surroundings to conceptualize and develop theories about gravitation and motion.
Einstein is widely known and appreciated for his work on conceptual research. Although his
theories were based on conceptual observations, Einstein also proposed experiments to come up
with theories to test the conceptual research.
Nowadays, conceptual research is used to answer business questions and solve real-world
problems. Researchers use analytical tools called conceptual frameworks to make conceptual
distinctions and organize ideas required for research purposes.
Learn more: What is Research- Definition, Types, and Purpose
Conceptual Research Framework
Conceptual research framework constitutes of a researcher’s combination of previous researches
and associated work and explains the occurring phenomenon. It systematically explains the
actions needed in the course of the research study based on the knowledge obtained from other
ongoing researches and other researchers’ point of view on the subject matter.
Here is a stepwise guide on how to create the conceptual research framework:
1. Choose the topic for research: Before you start working on collecting any research material,
you should have decided on your topic for research. It is important that the topic is selected
beforehand and should be within your field of specialization.
2. Collect relevant literature: Once you have narrowed down a topic, it is time to collect
relevant information around it. This is an important step and much of your research is dependant
on this particular step as conceptual research is mostly based on information obtained from
previous researches. Here collecting relevant literature and information is the key to successfully
completed research.
The material that you should preferably use is scientific journals, research papers published by
well-known scientist and similar material. There is a lot of information available on the internet
and public libraries as well. All the information that you find on the internet may not be relevant
or true. So before you use the information make sure you verify it.
3. Identify specific variables: Identify the specific variables that are related to the research
study you want to conduct. These variables can give your research a new scope and can also help
you identify how these can be related to your research. For example, consider hypothetically you
are wanting to conduct a research about an occurrence of cancer in married women. Here the two
variables that you will be concentrating on are married women and cancer.
While collecting relevant literature you understand that the spread of cancer is more aggressive
in married women who are beyond 40 years of age. Here there is a third variable which is age
and this is a relevant variable that can affect the end result of your research.
4. Generate the framework: In this step, you start building the required framework using the
mix of variables from the scientific articles and other relevant materials. The problem statement
in your research becomes the research framework. Your attempt to start answering the question
becomes the basis of your research study. The study is carried out to reduce the knowledge gap
and make available more relevant and correct information.
Learn more: Primary Research- Example, Types, Methods and Purpose
Example of Conceptual Research Framework
Thesis statement/ Purpose of research: Chronic exposure to sunlight can lead to precancerous
(actinic keratosis), cancerous (basal cell carcinoma, squamous cell carcinoma, and melanoma)
and even skin lesions (caused by loss of skin’s immune function) in women over 40 years of age.
The study claims that constant exposure to sunlight can cause the precancerous condition and can
eventually lead to cancer and other skin abnormalities. Those affected by these experience
symptoms like fatigue, fine or coarse wrinkles, discoloration of the skin, freckles, burning
sensation on the more exposed areas.
Note that in this study there are two variables associated- cancer and women over 40 years in the
African subcontinent. But one is a dependent variable (women over 40 years, in the African
subcontinent) and the other is independent variable (cancer). Cumulative exposure to sun till the
age of 18 years can lead to symptoms similar to skin cancer. If this is not taken care of and there
are chances that cancer can spread entirely.
Assuming that the other factors are constant during the research period it will be possible to
correlate the two variables and thus confirm that, indeed chronic exposure to sunlight causes
cancer in women over the age of 40 in African subcontinent. Further, a correlational research can
verify this association further.
Advantages of Conceptual Research
1. Conceptual research mainly focuses on the concept of the research or the theory that explains
a phenomenon. What causes the phenomenon, what are its building blocks and so on. It’s
research based on pen and paper.
2. This type of research heavily relies on previously conducted studies, no form of experiment is
conducted which save time, efforts and resources. More and relevant information can be
generated by conducting conceptual research.
3. Conceptual research is considered as the most convenient form of research. In this type of
research, if the conceptual framework is ready only relevant information and literature needs to
be sorted.
QuestionPro for Conceptual Research
QuestionPro offers readily available conceptual frameworks. These frameworks can be used to
research consumer trust, customer satisfaction (CSAT), product evaluations, etc. You can select
from a wide range of templates and question types and examples curated by expert researchers.
We also help you decide which conceptual framework might be best suited for your specific
situation.
