Descriptive Research

1. Explain the meaning of descriptive research.

Descriptive research refers to the methods that describe the characteristics of the variables under
study. This methodology focuses on answering questions relating to “what” than the “why” of the
research subject. The primary focus of descriptive research is to simply describe the nature of the
demographics under study instead of focusing on the “why”.
Descriptive research is called an observational research method as none of the variables in the
study are influenced during the process of the research.

2. Characterize descriptive research

Some distinctive characteristics of descriptive research are:
1. Quantitative research: Descriptive research is a quantitative research method that attempts to
collect quantifiable information for statistical analysis of the population sample. It is a popular
market research tool that allows us to collect and describe the demographic segment’s nature.
2. Uncontrolled variables: In descriptive research, none of the variables are influenced in any way.
This uses observational methods to conduct the research. Hence, the nature of the variables or
their behavior is not in the hands of the researcher.
3. Cross-sectional studies: Descriptive research is generally a cross-sectional study where different
sections belonging to the same group are studied.
4. 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.

3. What are the values and advantages of descriptive research?

Some of the significant advantages of descriptive research are:
Diverse data collection method - it can be carried out using specific data collection method such
as observation, case studies and surveys.
Provides thorough information- since the data collected is qualitative and quantitative, it gives a
holistic understanding of a research topic.
Provide high quality data - allows the research to be in the respondent`s natural environment,
ensuring that honest, high quality data is collected.
 Quick to perform and cheap - as a sample size is generally large in descriptive research , the data
collection is quick to conduct and is inexpensive.

4. What are the different techniques of descriptive research. Explain each

They are:
Observational method
The observational method is the most effective method to conduct this research, and researchers
make use of both quantitative and qualitative observations.
A quantitative observation is the objective collection of data, which is primarily focused on numbers
and values. It suggests “associated with, of or depicted in terms of a quantity.” Results of quantitative
observation are derived using statistical and numerical analysis methods. It implies observation of
any entity associated with a numeric value such as age, shape, weight, volume, scale, etc. For example,
the researcher can track if current customers will refer the brand using a simple Net Promoter Score
question.
Qualitative observation doesn’t involve measurements or numbers but instead just monitoring
characteristics. In this case, the researcher observes the respondents from a distance. Since the
respondents are in a comfortable environment, the characteristics observed are natural and effective.
In a descriptive research design, the researcher can choose to be either a complete observer, an
observer as a participant, a participant as an observer, or a full participant. For example, in a
supermarket, a researcher can from afar monitor and track the customers’ selection and purchasing
trends. This offers a more in-depth insight into the purchasing experience of the customer.
Case study method
Case studies involve in-depth research and study of individuals or groups. Case studies lead to a
hypothesis and widen a further scope of studying a phenomenon. However, case studies should not
be used to determine cause and effect as they can’t make accurate predictions because there could be
a bias on the researcher’s part. The other reason why case studies are not a reliable way of conducting
descriptive research is that there could be an atypical respondent in the survey. Describing them
leads to weak generalizations and moving away from external validity.
Survey research
In survey research, respondents answer through surveys or questionnaires or polls. They are a
popular market research tool to collect feedback from respondents. A study to gather useful data
should have the right survey questions. It should be a balanced mix of open-ended questions and
close ended-questions. The survey method can be conducted online or offline, making it the go-to
option for descriptive research where the sample size is enormous.
 5. Differentiate between normative survey and case study.
The case study refers to research in which an individual, group or a particular situation is studied. The
duration of the study tends to be relatively long. A survey refers to research where data is gathered
from an entire population or a very large sample in order to comprehend the opinions on a particular
matter. The key difference between the two methods is that while case studies produce rich
descriptive data, surveys do not. Instead, the data is collected from surveys are more statistically
significant.

6. What are the advantages and disadvantages of survey over case study?
Advantages
Relatively easy to administer
Can be developed in less time (compared to other data-collection methods)
Cost-effective, but cost depends on survey mode
Can be administered remotely via online, mobile devices, mail, email, kiosk, or telephone.
Conducted remotely can reduce or prevent geographical dependence
Capable of collecting data from a large number of respondents
Numerous questions can be asked about a subject, giving extensive flexibility in data analysis
With survey software, advanced statistical techniques can be utilized to analyze survey data to determine
validity, reliability, and statistical significance, including the ability to analyze multiple variables
A broad range of data can be collected (e.g., attitudes, opinions, beliefs, values, behavior, factual).
Standardized surveys are relatively free from several types of errors
Disadvantages
The reliability of survey data may depend on the following factors:
Respondents may not feel encouraged to provide accurate, honest answers
Respondents may not feel comfortable providing answers that present themselves in a unfavorable manner.
Respondents may not be fully aware of their reasons for any given answer because of lack of memory on the
subject, or even boredom.
Surveys with closed-ended questions may have a lower validity rate than other question types.
Data errors due to question non-responses may exist. The number of respondents who choose to respond to
a survey question may be different from those who chose not to respond, thus creating bias.
Survey question answer options could lead to unclear data because certain answer options may be
interpreted differently by respondents. For example, the answer option “somewhat agree” may represent
different things to different subjects, and have its own meaning to each individual respondent. ‘Yes’ or ‘no’
answer options can also be problematic. Respondents may answer “no” if the option “only once” is not
available.
 7. Types of survey technique. Explain each.
1. Interviews
This used to be one of the most popular types of survey to conduct, involving conducting face-to-face surveys with an
individual. While this method of surveying may seem antiquated when today we have online surveying at our fingertips
(which can eliminate the need to hire, train, and pay an interviewer), it still serves a purpose.
2. Focus Groups
These types of surveys are conducted in-person as well, but involve a group of people rather than just one individual.
The group is generally small but demographically diverse, and led by a moderator. The focus group may be brought
together to sample new products, or to have a discussion around a particular topic, often a hot-button one.
3. Panel Sampling
Recruiting survey-takers from a panel maintained by a research company is a surefire way to get respondents, as people
have specifically signed up to take them (with the expectation of an incentive).The benefit of these types of surveys for
research, of course, is there you can be assured responses, and you can filter respondents by a variety of criteria to be
sure you’re speaking with your target audience; the downside is data quality.
4. Telephone Surveys
Telephone surveys used to be one of the most popular methods of conducting a survey. They rose to popularity in the
late 50s and early 60s when the telephone became common in most American households (they were used prior to this,
sometimes to bad effect; in a recent blog, we recounted how the predictions for the 1948 presidential election were
completely botched because of sampling bias in telephone surveys).
5. Mail-in Surveys
Delivered right to respondent’s doorsteps, mail surveys were frequently used before the advent of the internet when
respondents were spread out geographically and budgets were modest. After all, mail-in surveys didn’t require much
cost other than the postage and a postage-paid return envelope.
6. Kiosk Surveys
Conducted on a computer screen at a physical kiosk, these types of surveys have been popping up in stores, hotel
lobbies, hospitals, office spaces – just about anywhere you want to collect data from customers, clients, or passers-by.
Kiosk surveys provide immediate feedback following a purchase or an interaction, collecting responses while the
experience is still fresh in the respondent’s mind and their judgement is more trustworthy.
7. Online Surveys
Online surveys are one of the most effective survey methods as they can be used by anyone for just about anything, and
are easily customized for a particular audience. There are many types of online surveys; they can be emailed directly to
people, housed on a website, or even advertised through Google Search.
 8. Define content analysis.
Content analysis is a research technique used to make replicable and valid inferences by interpreting
and coding textual material. By systematically evaluating texts (e.g., documents, oral
communication, and graphics), qualitative data can be converted into quantitative data.

9. What are its characteristics.

4 Content analysis is a research tool focused on the actual content and internal features of media. It
is used to determine the presence of certain words, concepts, themes, phrases, characters, or
sentences within texts or sets of texts and to quantify this presence in an objective manner.

10. How to conduct content analysis?

1. Select the content you will analyze. Based on your research question, choose the texts that you
will analyze.
2. Define the units and categories of analysis.
3. Develop a set of rules for coding.
4. Code the text according to the rules. .
5. Analyze the results and draw conclusions.

11. What are the uses or application of content analysis?

Content analysis is a research tool used to determine the presence of certain words, themes, or
concepts within some given qualitative data . Using content analysis, researchers can quantify and
analyze the presence, meanings and relationships of such certain words, themes, or concepts. As an
example, researchers can evaluate language used within a news article to search for bias or partiality.
Researchers can then make inferences about the messages within the texts, the writer(s), the
audience, and even the culture and time of surrounding the text.