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Jens
Martensson
DESCRIPTIVE
RESEARCH

Jens
Martensson
DEFINITION OF DESCRIPTIVE RESEARCH

►Research method that

describes the
characteristics of the
population or
phenomenon that is being
studied
►Focuses more on "what" of
the research subject
rather than the "why" of
the research subject. Jens
Martensson
 DEFINITION

►Primarilyfocuses on
describing the nature of
a demographic segment.
►It"describes" the
subject of the research
without covering "why" it
happens.
Jens
Martensson
 Jens
Martensson
 PROCEDURE
1. Case Study Method 2. Survey Method
►Involves an in-depth study ►Participants answer
of an individual or group questions administered
of individuals through interviews or
►It often lead to testable questionnaires
hypotheses and allow us ►In order for the survey to be
to study rare phenomena both reliable and valid, it is
important that the questions
are constructed properly
Jens
Martensson
PROCEDURE
3. Observational Method
►Sometimes referred to
field observation
►Two main categories of
observational method:
naturalistic observation
and laboratory observation

Jens
Martensson
 EXAMPLES
►A company that wants to evaluate the morale of its
staff
►What are the main distinctive traits of organisational
culture of McDonald's USA?
►What are the most effective intangible employee
motivation tools in hospitality industry in the 21st
century?

Jens
Martensson
INSTAGAB
Jens
Martensson
 Jens
Martensson
 Jens
Martensson
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