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Concept of Descriptive Research

The term descriptive research is used to describe the methodology of research encompassing the various characteristics of the phenomenon or population that is considered under study. In other words, it may be mentioned that the descriptive form of research focuses more upon the question of “what” (as pertaining to the subject of research), as opposed to the other questions like “why” or “how”. The methodology of descriptive research can further be identified to involve focus upon the description of the nature of the demographic segment that is being considered as the main source for the observations to be gained for the study. This type of research does not pay much significant attention to the reasoning behind the occurrence of different phenomena as an integral part of the subject of study or research. For example, in the case that research is being conducted pertaining to the sales of an apparel brand operative within the scope of the clothing sector of businesses, the descriptive form of research will focus upon the examination of the particular demographic, which will receive value from the purchase of the products or goods that are being offered by the company. That is, in other words, the descriptive form of research will focus research upon the manner in which the targeted segment of customers for the company are present in the apparel market. The research on the demographic segment, as being a part of the descriptive form of research can be of acute importance to the company in terms of developing effective marketing strategies for the company. The following sections will further focus upon other important aspects of the descriptive form of research, including the methodologies that are used, as well as the different types of descriptive research, use of descriptive statistics gained from descriptive forms of research as well as relevant examples in real life.

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Different Types of Descriptive Research

The different types of methods that may be used for the purpose of conducting descriptive research can be identified to be the following:

• Descriptive normative survey – This type of descriptive normative survey includes the process by which each of the subjects who are to be examined as a part of the study are observed and evaluated in their normal or naturalistic environment. The results obtained from such observation and evaluation is then compared with the normative aspects of the situation or the norms that are existent in such situations.
• Descriptive status – This type of descriptive status involves the technique through which the various subjects involved within the scope of the study are examined through answers to questions upon real life situations that have been faced by them. Such data is then collected and represented on the basis of existing markets or business situations.
• Descriptive analysis – This type of descriptive research involves the manner by which the survey or observations conducted are represented using the subjects’ description of the cause and effect being studied through the research. In this regard a questionnaire is used for the purpose of classifying the data that is collected through the observations of the subjects themselves.

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Methods of Descriptive Research

The different methodologies that may be adopted for the purpose of conducting descriptive research can be identified to include the following:

• Observational approach – The observational approach towards the conduction of descriptive research includes the manner in which the subjects of the research are observed for the purpose of collecting useful information and data pertaining to the study or research. This may further involve the methods of laboratory observation or naturalistic observation. The advantage of the naturalistic form of observation may be identified to include the review and examination of the subjects or the demographic segment in terms of their natural behavior without altering the variables of their actions or behavior such as the external environment of economy, society, finances and the like.
• Case study approach – Another type of descriptive research that is often conducted upon subjects may be identified to be the case study approach. In this type of descriptive research, the subject which is being observed and analyzed are considered in the form of case studies that are analyzed on the basis of the causes and effects of the observations that are being made. On the basis of such observations made upon the case study, hypotheses are developed for further development of appropriate strategies that will be applied to other real life cases that are similar to the case study itself.
• Survey approach – The survey approach of descriptive research involves the conduction of a survey upon a selected group of respondent participants under controlled environments with adjustable variables. In this case it is essential that the effect of the variables and other factors operative in the environment in which they are placed is observed through the first-hand experience of the subjects themselves. His experience of the subjects is recorded in the form of answers provided to questionnaires, that is, in the form of a structured survey.

Use of Descriptive Statistics used in Quantitative Research

Descriptive statistics are often used in different types of quantitative research in the following identifiable ways:

• Definition of respondent characteristics – in the case of quantitative research, descriptive statistics and data collected is often used for the purpose of defining the identifiable and important characteristics of the respondent group of participants. This definition in turn helps in the evaluation of different traits, patterns of behavior and other essential features that are integral to the respondents.
• Measuring of data trends – another essential use of descriptive statistics can be regarded as including the measurement of the data that is thus collected in order to predict trends within a specific period of time.
• Conducting comparisons – another essential use of descriptive statistics includes the formulation of comparisons between the trends, attitudes and characteristics of different groups of respondent participants operating under different environmental variables.

Examples of Descriptive Research

The different examples of conduction of descriptive research can be identified to be the following:

1. Evaluation of the impact of the launch of a new flavor of beverage product depending upon the value perceived by a particular group of respondent participants or targeted segment of customers, that is youngsters between the age group of 13 to 25.
2. Prediction of the sales of a new model of smartphones developed by a technology company in terms of the features and their value to a specific group of targeted customers. Such prediction will be made on the basis of observations gained from their consumption behavior as well as lifestyles.