descriptive method of educational research

• Privacy Policy

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.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

You may also like

Triangulation in Research – Types, Methods and...

Ethnographic Research -Types, Methods and Guide

Correlational Research – Methods, Types and...

Applied Research – Types, Methods and Examples

Quantitative Research – Methods, Types and...

Transformative Design – Methods, Types, Guide

Educational resources and simple solutions for your research journey

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.

Editage All Access is a subscription-based platform that unifies the best AI tools and services designed to speed up, simplify, and streamline every step of a researcher’s journey. The Editage All Access Pack is a one-of-a-kind subscription that unlocks full access to an AI writing assistant, literature recommender, journal finder, scientific illustration tool, and exclusive discounts on professional publication services from Editage.  

Based on 22+ years of experience in academia, Editage All Access empowers researchers to put their best research forward and move closer to success. Explore our top AI Tools pack, AI Tools + Publication Services pack, or Build Your Own Plan. Find everything a researcher needs to succeed, all in one place –  Get All Access now starting at just $14 a month !    

Related Posts

Paperpal Review: Key Features, Pricing Plans, and How-to-Use

How to Structure a Dissertation? 

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.

Analyze data quickly and efficiently with ATLAS.ti

Download a free trial to see how you can make sense of complex qualitative data.

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.

Make your research happen with ATLAS.ti

Analyze descriptive research with our powerful data analysis interface. Download a free trial of ATLAS.ti.

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.

Descriptive Research and Qualitative Research

Cite this chapter.

• Eunsook T. Koh 2 &
• Willis L. Owen 2  

1071 Accesses

19 Citations

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Subscribe and save.

• Get 10 units per month
• Download Article/Chapter or eBook
• 1 Unit = 1 Article or 1 Chapter
• Cancel anytime
• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Compact, lightweight edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info
• Durable hardcover edition

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Unable to display preview.  Download preview PDF.

Achterberg C. Qualitative methods in nutritional education evaluation research. J Nutr Educ 1988; 20: 244

Article   Google Scholar  

Agar, M.H. The Professional Stranger: an Informal Introduction to Ethnography. Academic Press, New York: Academic Press 1980.

Google Scholar  

Amstrong B., Doll R. Environmental factors and cancer incidence and mortality in different countries, with special reference to dietary practices. Int J Cancer, 1975; 15:617–631

Bang H.O., Dyerberg J., Hjorne, N. The composition of food consumed by Greenland Eskimos. Acta Med Scand 1976; 200: 69–75

Article   CAS   Google Scholar  

Bailey, K.D. Methods of Social Research. New York: Free Press, Macmillan Publishing Co, Inc, 1978.

Beal V.A. The nutritional history in longitudinal research. J Am Dietet A 1967; 51: 526–531

Berdie D.R. Questionnaire length and response rate. J Appl Psychol 1973; 58:278–280

Berdie, D.R., Anderson J.F., Niebuhr, M.A. Questionnaires: Design and Use. Metuchen, N.J.: Scarescrow Press, 1986.

Buell P. Changing incidence of breast cancer in Japanese-American women. JNCI 1973; 51:1479–1483

CAS   Google Scholar  

Dyberg J., Bang H.O., Hjorne N. Fatty acid composition of the plasma lipids in Greenland Eskimos. Am J Clin Nutr 1975; 28: 958–961

Frank G. Life history model of adaptation to disability: the case of a congenital amputee. Soc Sci Med 1984; 19: 639–645

Fetterman, D.L. “A Walk Through the Wilderness: Learning to Find Your Way.” In Experiencing Fieldwork: An Inside View of Qualitative Research. Shaffir, W., Stebbins, R. eds. Newbury Park, CA: Sage, 1991.

Fieldhouse, P. Food & Nutrition: Customs & Culture. New York: Croom Helm, 1986

Fielding, N.G., Fielding, J.L. Linking Data. Beverly Hills, CA: Sage, 1986.

Firestone W.A. Meaning in method: The rhetoric of quantitative and qualitative research. Educational Researcher 1987; 16:16–21

Geertz, C. The interpretation of Cultures. New York: Basic Books, 1973.

Glaser B.G., Strauss, A.L. The Discovery of Grounded Theory: Strategies for Qualitative Research. New York: Aldine Publishing Co, 1967.

Goldberger, J.E. Goldberger on Pellagra. Baton Rouge, LA: Louisiana State University Press, 1964.

Greer J.G. What do open-ended questions measure? Public Opinion Quart 1988; 52:365–371

Gordis, L. Epidemiology. Philadelphia PA: Saunders, 1996.

Hammersley, M., Atkinson, P. Ethnography: Principles in Practice. London: Tavistock, 1983.

Headland, T.N., Pike, K.L., Harris, M. Emics and Etics: The Insider/Outsider Debate. Newbury Park, CA: Sage, 1990.

Hodge, R., Kress, G. Social Semiotics. Ithaca, NY: Cornell University Press, 1988.

Holbrook J.T., Patterson K.Y., Bodner J.E., Douglas L.W., Veillon C., Kelsey J.L. Mertz W, Smith J.C. Sodium and potassium intake and balance in adults consuming self selected diets. Am J Clin Nutr 1984; 40: 786–793

Human Nutrition Information Service, US Department of Agriculture, Food Consumption: Households in the United States, Spring 1977, Washington, D.E.: Government Printing Office, Publication H-1, 1982.

ICNND (International Committee on Nutrition for National Defense) Manual for Nutrition Surveys. Second edition. Superintendent of Documents. Washington, D.C.: U.S. Government Printing Office, 1963

Jacob E. Qualitative research traditions: A review. Rev Educ Res 1987; 57: 1–4

Jelliffe, D.B. The Assessment of the Nutritional Status of the Community. WHO Monograph 53. Geneva: World Health Organization, 1966.

Keys, A. Seven Countries: A Multivariate Analysis of Death and Corornary Heart Disease. Cambridge, MA: Harvard University Press, 1980.

Kittler, P.G., Sucher, K. Food and Culture in America. New York: Reinhold, 1989.

Kirk, J., Miller, M.L. Reliability and Validity in Qualitative Research. Beverly Hills, CA: Sage, 1986.

Koh E.T., Caples V. Nutrient intake of low-income, black families in Southwest Mississippi. J Am Dietet A 1979; 75:665–670

Kolonel, L.N., Hinds, M.W., Hankin, J.H. “Cancer Patterns Among Migrant and Native-Born Japanese in Hawaii in Relation to Smoking, Drinking, and Dietary Habits.” In Genetic and Environmental Factors in Experimental and Human Cancer. Gelboin, H.V. et al. eds. Tokyo, Japan: Science Press, 1980.

Kromann N., Green A. Epidemiological studies in the Upernavik district, Greenland: Incidence of some chronic disease 1950–1974. Acta Med Scand 1980; 401–405

Krueger, R. Focus Groups: A Practical Guide for Applied Rese arch. Newbury Park, CA: Sage, 1988.

Langness, L.L. Frank, G. Lives: An Anthropological Approach to Biography. Novato, CA: Chandler & Sharp, 1981.

Lind, J. (1753) A Treatise on the Scurvy. Reprinted Edinburgh: Edinburgh University Press, 1953.

Lock, L.F. “The Question of Quality in Qualitative Research.” In Proceedings of the 5th Measurement and Evaluation Symposium. Nelson, J.K. ed. Baton Rouge, LA: Louisiana State University Press, 1987.

Lofland, J., Lofland, L. Analyzing Social Settings: A Guide to Qualitative Research. Belmont, CA: Wadsworth, 1984.

Marshall, C; Rossman, G.B. Designing Qualitative Research. Newbury Park, CA: Sage, 1989.

Mauser, J.S., Kramer, S. Epidemiology — An Introductory Text. Philadelphia PA: Saunders, 1985.

McClendon M.J., O’Brien D.J. Question-order effects on the determinants of subjective well-being. Public Opinion Quart 1988; 52:351–364

McCraken, G. The Long Interview. Newbury Park, CA: Sage, 1988.

McMichael A.J., McCall M.G., Hartshorne J.M., Woodings T.L. Patterns of gastro-intestinal cancer in European migrants to Australia: The role of dietary changes. In J Cancer 1980; 25:431–437

Miles, M.B., Huberman, A.M. Qualitative Data Analysis: A Sourcebook of New Methods. (2nd ed.) Thousand Oaks, CA: Sage, 1994.

Montgomery A.C., Crittenden K.S. Improving coding reliability for open-ended questions. Public Opinion Quart 1977; 41: 235–243

National Center for Health Statistics: Plan and Operation of the HANES. Vital and Health Statistics, Series 1, Nos 10a and 10b, DHEW Pub No (HSM) 73–130. Washington, D.C.: U.S. Government Printing Office, 1973.

O’Brien T., Dugdale V. Questionnaire administration by computer. J Market Res Soc, 1978; 20:228–237

Okolo, E.N. Health Research Design and Methodology. Boca Raton, FL: CRC Press 1990.

Parkin, D.M., Muir, C.S., Whelan, S.L., Gao, Y.T., Ferlay, J., Powell, J. Cancer Incidence in Five Continents VI IARC Sci Publ 120, Lyon: International Agency for Research on Cancer, 1992.

Peterkin B.B., Rizek R.L., Tippett K.S. Nationwide food consumption survey, 1987. Nutr Today 1988; 23:18–24

Poe G.S., Seeman I., McLaughlin J., Mehl E., Dietz M. Don’t know boxes in factual questions in a mail questionnaire: Effects on level and quality of response. Public Opinion Quart 1988; 52: 212–222

Poikolainen K., Karkkainen P. Nature of questionnaire options affects estimates of alcohol intake. J Stud Alcohol 1985; 46: 219–222

Potter, J.D. Food, Nutrition and the Prevention of Cancer: A Global Perspective. Washington, D.C.: American Institute for Cancer Research, 1997.

Rose, G.A., Blackburn, H. Cardiovascular Survey Methods. Geneva, Switzerland: World Health Organization 1968.

Runcie, J.F. Experiencing Social Sresearch. Homewood, IL.: Dorsey Press, 1976.

Sandelowski, M. The Problem of Rigor in Qualitative Research. Adv Nurs Sci April 27–37, 1986.

Schutz R.W. Qualitative research: comments and controversies. Research Quarterly Exercise Sport, 1989; 60:30–35

Sheatsley, P.B. “Questionnaire Construction and Item Writing.” In Handbook of Survey Research. Rossi, P.H., Wright, J.D., Anderson, A.B. eds. Orlando, FL: Academic Press, 1983.

Sherry, B. “Epidemiologic Analytical Research.” In Research. Monsen, E.R. Chicago, IL: American Dietetic Association, 1992

Spradley, J. The Ethnographic Interview. Chicago, IL: Holtz, Rinehart & Winston, 1979.

Spradley, J.P. Participant Observation. New York: Holt, Rinehart & Winston, 1980.

Sudman, S., Bradburn, N.M. Asking Questions: A Practical Guide to Questionnaire Design. (2nd ed.) Washington, D.C.: Jossey-Bass Publisher, 1983.

Taylor, S.J., Bogdan, R. Introduction to Qualitative Research Methods. (2nd ed.) New York: Wiley, 1984.

Thomas, J.R. Nelson, J.K. Research Methods in Physical Activity. (3rd ed.), Champaign, IL: Human Kinetics, 1996.

Van Maanen, J. ed. Qualitative Methodology. Newbury Park, CA: Sage, 1983.

Willett, W. Nutritional Epidemiology. (2nd ed.) New York: Oxford University Press, 1998.

Book   Google Scholar  

Download references

Author information

Authors and affiliations.

University of Oklahoma Health Sciences Center, USA

Eunsook T. Koh & Willis L. Owen

You can also search for this author in PubMed   Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

© 2000 Springer Science+Business Media New York

About this chapter

Koh, E.T., Owen, W.L. (2000). Descriptive Research and Qualitative Research. In: Introduction to Nutrition and Health Research. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-1401-5_12

Download citation

DOI : https://doi.org/10.1007/978-1-4615-1401-5_12

Publisher Name : Springer, Boston, MA

Print ISBN : 978-1-4613-5535-9

Online ISBN : 978-1-4615-1401-5

eBook Packages : Springer Book Archive

Share this chapter

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

• Skip to main content
• Skip to primary sidebar
• Skip to footer
• QuestionPro

• Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case AskWhy Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
• Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Market Research

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:

1. 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.

2. 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.

3. 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.

4. 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.

5. 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:

01. 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.

02. Case study method

Case studies involve in-depth research and study of individuals or groups. T hose 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.

03. 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.

Use QuestionPro Research Suite for Descriptive Research

QuestionPro Research Suite is a versatile tool suitable for supporting exploratory research (which seeks to generate new ideas) and incredibly descriptive research that strives to describe features of populations or a phenomenon.

You can use descriptive research with this method as follows:

01. Survey Design

With QuestionPro, online surveys can be highly customized. You have access to many different survey templates. This is great for a quick but descriptive study that you need up and running in hours rather than days. If you are still familiar with how surveys should be set up, this space will provide some structure.

02. Data Collection

Surveys can be disseminated in various ways, such as via email, social media/website pop-ups, QR codes, or mobile devices, to target a large and diverse audience.

03. Real-Time Analytics

QuestionPro is equipped with a set of tools to analyze data and responses after the survey has started. Visualizing trends and patterns is extremely important in descriptive research.

04. Advanced Reporting

Reports can be automatically made and described in detail about your research findings. This will make your descriptive research data results easier by creating reports that can incorporate graphs, charts, and summaries.

05. Panel Integration

You may need a measurement over research samples. In this case, you can take advantage of the integrated QuestionPro respondent panel to provide a more diverse set of participants so that your data will reflect the person about whom it was collected.

Using QuestionPro’s Research Suite, you can efficiently design and conduct descriptive research, gaining valuable insights into your research questions with robust data collection and analysis tools.

Descriptive research is a powerful method for understanding and summarizing a population’s or phenomenon’s characteristics. It provides a clear snapshot of “what is” without manipulating variables, making it invaluable for gathering factual data, identifying patterns, and informing decision-making.

While it doesn’t establish cause-and-effect relationships, it serves as a foundational tool in research, helping researchers and organizations gain insights into trends, behaviors, and conditions within a specific context.

Utilizing tools like QuestionPro Research Suite can enhance the effectiveness of descriptive research. With its customizable survey design, real-time analytics, and robust data collection capabilities, QuestionPro empowers researchers to gather and analyze data efficiently.

LEARN MORE         FREE TRIAL

Frequently Asked Questions( FAQs)

Descriptive research is a method for observing and describing the characteristics of a population or phenomenon without manipulating variables. It focuses on providing a clear snapshot of “what is,” helping researchers gather factual information, identify patterns, and inform decision-making.

For Example: A survey measuring the average age, income level, and shopping habits of customers at a local grocery store.

The goal of descriptive research is to systematically define and summarize the characteristics of a population or phenomenon, providing a clear understanding of “what is” without establishing cause-and-effect relationships. It aims to gather factual data, identify patterns, and inform decision-making.

MORE LIKE THIS

You Can’t Please Everyone — Tuesday CX Thoughts

Oct 22, 2024

Edit survey: A new way of survey building and collaboration

Oct 10, 2024

Pulse Surveys vs Annual Employee Surveys: Which to Use

Oct 4, 2024

Employee Perception Role in Organizational Change

Oct 3, 2024

Other categories

• Academic Research
• Artificial Intelligence
• Assessments
• Brand Awareness
• Case Studies
• Communities
• Consumer Insights
• Customer effort score
• Customer Engagement
• Customer Experience
• Customer Loyalty
• Customer Research
• Customer Satisfaction
• Employee Benefits
• Employee Engagement
• Employee Retention
• Friday Five
• General Data Protection Regulation
• Insights Hub
• Life@QuestionPro
• Market Research
• Mobile diaries
• Mobile Surveys
• New Features
• Online Communities
• Question Types
• Questionnaire
• QuestionPro Products
• Release Notes
• Research Tools and Apps
• Revenue at Risk
• Survey Templates
• Training Tips
• Tuesday CX Thoughts (TCXT)
• Uncategorized
• What’s Coming Up
• Workforce Intelligence

Our websites may use cookies to personalize and enhance your experience. By continuing without changing your cookie settings, you agree to this collection. For more information, please see our University Websites Privacy Notice .

Neag School of Education

Educational Research Basics by Del Siegle

Types of Research

How do we know something exists? There are a numbers of ways of knowing…

• -Sensory Experience
• -Agreement with others
• -Expert Opinion
• -Scientific Method (we’re using this one)

The Scientific Process (replicable)

• Identify a problem
• Clarify the problem
• Determine what data would help solve the problem
• Organize the data
• Interpret the results

General Types of Educational Research

• Descriptive — survey, historical, content analysis, qualitative (ethnographic, narrative, phenomenological, grounded theory, and case study)
• Associational — correlational, causal-comparative
• Intervention — experimental, quasi-experimental, action research (sort of)

Researchers Sometimes Have a Category Called Group Comparison

• Ex Post Facto (Causal-Comparative): GROUPS ARE ALREADY FORMED
• Experimental: RANDOM ASSIGNMENT OF INDIVIDUALS
• Quasi-Experimental: RANDOM ASSIGNMENT OF GROUPS (oversimplified, but fine for now)

General Format of a Research Publication

• Background of the Problem (ending with a problem statement) — Why is this important to study? What is the problem being investigated?
• Review of Literature — What do we already know about this problem or situation?
• Methodology (participants, instruments, procedures) — How was the study conducted? Who were the participants? What data were collected and how?
• Analysis — What are the results? What did the data indicate?
• Results — What are the implications of these results? How do they agree or disagree with previous research? What do we still need to learn? What are the limitations of this study?

Del Siegle, PhD [email protected]

Last modified 6/18/2019

• What is Educational Research? + [Types, Scope & Importance]

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:

• 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.

Types of Educational Research 

Educational research can be broadly categorized into 3 which are descriptive research , correlational research , and experimental research . Each of these has distinct and overlapping features. 

Descriptive Educational Research

In this type of educational research, the researcher merely seeks to collect data with regards to the status quo or present situation of things. The core of descriptive research lies in defining the state and characteristics of the research subject being understudied. 

Because of its emphasis on the “what” of the situation, descriptive research can be termed an observational research method . In descriptive educational research, the researcher makes use of quantitative research methods including surveys and questionnaires to gather the required data.

Typically, descriptive educational research is the first step in solving a specific problem. Here are a few examples of descriptive research: 

• A reading program to help you understand student literacy levels.
• A study of students’ classroom performance.
• Research to gather data on students’ interests and preferences. 

From these examples, you would notice that the researcher does not need to create a simulation of the natural environment of the research subjects; rather, he or she observes them as they engage in their routines. Also, the researcher is not concerned with creating a causal relationship between the research variables. 

Correlational Educational Research

This is a type of educational research that seeks insights into the statistical relationship between two research variables. In correlational research, the researcher studies two variables intending to establish a connection between them. 

Correlational research can be positive, negative, or non-existent. Positive correlation occurs when an increase in variable A leads to an increase in variable B, while negative correlation occurs when an increase in variable A results in a decrease in variable B. 

When a change in any of the variables does not trigger a succeeding change in the other, then the correlation is non-existent. Also, in correlational educational research, the research does not need to alter the natural environment of the variables; that is, there is no need for external conditioning. 

Examples of educational correlational research include: 

• Research to discover the relationship between students’ behaviors and classroom performance.
• A study into the relationship between students’ social skills and their learning behaviors. 

Experimental Educational Research

Experimental educational research is a research approach that seeks to establish the causal relationship between two variables in the research environment. It adopts quantitative research methods in order to determine the cause and effect in terms of the research variables being studied. 

Experimental educational research typically involves two groups – the control group and the experimental group. The researcher introduces some changes to the experimental group such as a change in environment or a catalyst, while the control group is left in its natural state. 

The introduction of these catalysts allows the researcher to determine the causative factor(s) in the experiment. At the core of experimental educational research lies the formulation of a hypothesis and so, the overall research design relies on statistical analysis to approve or disprove this hypothesis.

Examples of Experimental Educational Research

• A study to determine the best teaching and learning methods in a school.
• A study to understand how extracurricular activities affect the learning process. 

Based on functionality, educational research can be classified into fundamental research , applied research , and action research. The primary purpose of fundamental research is to provide insights into the research variables; that is, to gain more knowledge. Fundamental research does not solve any specific problems. 

Just as the name suggests, applied research is a research approach that seeks to solve specific problems. Findings from applied research are useful in solving practical challenges in the educational sector such as improving teaching methods, modifying learning curricula, and simplifying pedagogy. 

Action research is tailored to solve immediate problems that are specific to a context such as educational challenges in a local primary school. The goal of action research is to proffer solutions that work in this context and to solve general or universal challenges in the educational sector. 

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 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. 

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. 

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. 

How to Create Surveys and Questionnaires with Formplus

• On your dashboard, choose the “create new form” button to access the form builder. You can also choose from the available survey templates and modify them to suit your need.
• Save your online survey to access the form customization section. Here, you can change the physical appearance of your form by adding preferred background images and inserting your organization’s logo.
• Formplus has a form analytics dashboard that allows you to view insights from your data collection process such as the total number of form views and form submissions. You can also use the reports summary tool to generate custom graphs and charts from your survey data. 

Steps in Educational Research

Like other types of research, educational research involves several steps. Following these steps allows the researcher to gather objective information and arrive at valid findings that are useful to the research context. 

• Define the research problem clearly. 
• Formulate your hypothesis. A hypothesis is the researcher’s reasonable guess based on the available evidence, which he or she seeks to prove in the course of the research.
• Determine the methodology to be adopted. Educational research methods include interviews, surveys, and questionnaires.
• Collect data from the research subjects using one or more educational research methods. You can collect research data using Formplus forms.
• Analyze and interpret your data to arrive at valid findings. In the Formplus analytics dashboard, you can view important data collection insights and you can also create custom visual reports with the reports summary tool. 
• Create your research report. A research report details the entire process of the systematic investigation plus the research findings. 

Conclusion 

Educational research is crucial to the overall advancement of different fields of study and learning, as a whole. Data in educational research can be gathered via surveys and questionnaires, observation methods, or interviews – structured, unstructured, and semi-structured. 

You can create a survey/questionnaire for educational research with Formplu s. As a top-tier data tool, Formplus makes it easy for you to create your educational research survey in the drag-and-drop form builder, and share this with survey respondents using one or more of the form sharing options. 

Connect to Formplus, Get Started Now - It's Free!

• education research
• educational research types
• examples of educational research
• importance of educational research
• purpose of educational research
• busayo.longe

You may also like:

Assessment Tools: Types, Examples & Importance

In this article, you’ll learn about different assessment tools to help you evaluate performance in various contexts

Goodhart’s Law: Definition, Implications & Examples

In this article, we will discuss Goodhart’s law in different fields, especially in survey research, and how you can avoid it.

What is Pure or Basic Research? + [Examples & Method]

Simple guide on pure or basic research, its methods, characteristics, advantages, and examples in science, medicine, education and psychology

User Research: Definition, Methods, Tools and Guide

In this article, you’ll learn to provide value to your target market with user research. As a bonus, we’ve added user research tools and...

Formplus - For Seamless Data Collection

Collect data the right way with a versatile data collection tool. try formplus and transform your work productivity today..