What is descriptive and developmental research?

When you are a store manager in a convenience store and you have to make report, any finding such as which product is selling most, what time of the day you have the most crowd, or which product customers are demanding most, all these observations and reporting is descriptive research. 

It is often the first step of any research since the data you gather sets the stage for the research question. It is used to determine the problem that you want to explore before you have fully realized the problem. The information helps you identify the problem. 

In this blog, we have discussed the characteristics, types, pros & cons, and three ways to conduct this research type to help you in your next market research.

Descriptive research refers to the methods that describe the characteristics of the variables under study. This methodology focuses on answering questions relating to the “what” than the “why” of the research subject. The primary focus of this research is to simply describe the nature of the demographics understudy instead of focusing on the “why”.

It is called an observational research method as none of the variables in the study are influenced during the process of the research.

For example, let’s assume that a UK-based brand is trying to establish itself in New York and wants to understand the demographics of the buyers who generally purchase from brands similar to it. 

In descriptive research, the information gathered from the survey will be focused on the 

demographics of the population only. It will uncover details on the buying patterns of different age cohorts in New York. It will not study why such patterns exist, because the brand is trying to establish itself in New York. 

All that they want to understand is the buying behavior of the population, and not why such associations exist. It is a part of quantitative market research or social research study which involves conducting survey research using quantitative variables on a market research tool or social research tool.

What are the characteristics of descriptive research?

Among the many, the following are the main characteristics of this research type:

1. Quantitative research
2. Nature of variables
3. Cross-sectional studies
4. Directs future research

Let’s discuss these four characteristics in detail. 

1. Quantitative research:

It is quantitative in nature as it attempts to collect information and statistically analyze it. This research type is a powerful research tool that permits a researcher to collect data and describe the demographics of the same with the help of statistical analysis. Thus, it is a quantitative research method.

2. Nature of variables:

The variables included in this research are uncontrolled. They are not manipulated in any way. Descriptive research mostly uses observational methods and thus the researcher cannot control the nature and the behavior of the variables under study.

3. Cross-sectional studies:

In this research type, different sections of the same group are studied. For instance, in order to study the fashion preferences of New York, the researcher can study Gen Z as well as Millennials from the same population in New York.

4. Directs future research:

Since this research points out the patterns between variables and describes them, researchers can further study the data collected here. It guides researchers to further find out why such patterns have been found and the association between them. Hence, it gives researchers a direction toward insightful market research.

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What are the methods of conducting descriptive research?

Primarily, there are three descriptive research methods: 

1. Observation,
2. Survey, & 
3. Case Study

We have explained how you can conduct this research type in three different ways. Each of these methods helps gather descriptive data and sets the scene for thorough research. 

1. Observational method

All research has some component of observation, this observation can be quantitative or qualitative. A quantitative observation includes objectively collecting data that is primarily in numerical form. 

The data collected should be related to or understood in terms of quantity.

Quantitative observations are analyzed with the help of statistical survey data analysis. 

Examples of quantitative observations include observation of any variable related to a numerical value such as age, shape, weight, height, scale, etc.

For example, a researcher can understand the satisfaction of a customer with their recent purchases by asking them to rate their satisfaction on a Likert scale ranging from 1 (very unsatisfied) to 7 (very satisfied).

Qualitative observations monitor the characteristics of a phenomenon and do not involve numerical measurements.

Using this type of descriptive research, you can observe respondents in a naturalistic environment from a distance. Since the respondents are in a natural environment, the observed characteristics are enriching and offer more insights. 

For instance, you can monitor and note down the observations of customers in a supermarket by observing their selection and purchasing patterns. This offers a detailed cognizance of the customer.

In any kind of research, you should ensure high survey response rates for improved quality of insights.  

2. Survey method

The survey method includes recording the answers of respondents through surveys or questionnaires. Surveys can include polls as well. They are the most common tool for collecting market research data. 

Surveys are generally used to collect feedback from the respondents. It should have a survey that taps into both open-ended and closed-ended questions.

The biggest advantage of the survey method is that it can be conducted online or offline. One of the reasons why the survey method is the go-to option for descriptive research is that it entails the collection of large amounts of data in a limited span of time.

3. Case study method

The in-depth study of an individual or a group is known as a case study. Case studies usually lead to the development of a hypothesis to further explore a phenomenon. Case studies are limited in their scope, in that they don’t allow the researcher to make cause-effect conclusions or accurate predictions. 

This is because these associations could reflect the bias on the researchers’ part instead of a naturally occurring phenomenon. Another reason why case studies are limited in scope is that they could just be reflecting an atypical respondent in the survey. 

An atypical respondent refers to someone who is different from the average consumer, and if researchers make judgments about the entire target population based on this consumer, it can affect the external validity of the study.

[Related read: Descriptive vs experimental research]

What are the types of descriptive research?

There are seven types of descriptive research based on when you conduct them and what type of data research you conduct. We have explained these seven types in brief with examples to help you better understand them.

1. Cross-sectional: 

A descriptive method of studying a particular section of people at a given point in time. 

Example: Tracking the use of social media by Gen Z in the Netherlands. 

2. Longitudinal: 

This type of descriptive study is conducted for an extended period on a group of people. 

Example: Monitoring changes in the volume of cyber-bullying among Millenials from 2022 to 2024. 

3. Normative: 

In this descriptive method, we compare the result of a study with an existing norm. 

Example: Comparing legal verdicts in similar types of cases. 

4. Relational/Correlational:

We investigate the type of relationships (correlation) between two variables in this type of descriptive research. 

Example: Investigating the relationship between video games and mental health. 

5. Comparative: 

A descriptive study that compares two or more people, groups, or conditions based on a specific aspect. 

Example: Comparing the salary of two employees in similar job roles from two companies. 

6. Classification: 

This type of research arranges collected data into classes based on specific criteria to analyze them. 

Example: Classification of customers based on their buying behavior. 

7. Archival: 

A descriptive study where you search for past records and extract information.

Example: Tracking company’s sales data over the decade. 

We have been discussing the descriptive method with examples. So now let’s see how you can use this research type in a real-world application.

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Examples of Descriptive Research Under Market Research

This research type helps you gather the necessary information you need to understand the problem. It sets the scene to conduct further research. But how can you use this in the real world? 

We have explained its real-world application in three scenarios to help you determine where and where you want to use this research type. 

1. Sales Studies

You can use this research type to analyze the potential of the market; what is currently trending in the market, and which products have a chance of performing well in terms of sales. You can also study what circumstances influence the market shares, and when are they likely to increase or decrease. 

This research type can help you gather the demographics of the people purchasing products; what are their age group, gender, and socioeconomic background of the consumers.

2. Consumer Perception and Behavior Studies

You can use this research method to analyze what consumers think about the brand, their perceptions about the products being sold by a particular brand, and the uses of other competitive products. 

Using descriptive research you can also analyze what advertising strategies have worked to increase the positive perceptions of the brand. You can assess consumers’ consumption behavior and how it is influenced by product pricing.

3. Market Characteristics Studies

Another way in which you can use this research method is by analyzing the distribution of the products in the market. You can gather contextual data on questions such as “which countries have more sales”, “which countries have fewer products but the product is sold out quickly”, etc. 

You can also analyze the brand management of competitors; what strategy is working for them and what is not.

Voxco offers a complete suite of tools for market research

What are the applications of descriptive research?

This research method is used for a variety of reasons. Even after outlining survey goals, and survey designs as well as collecting information through surveys, there is no way of knowing whether or not the research you are conducting will meet the predictions that you have made. 

Here are some popular ways in which organizations use this research type:

1. Defining the characteristics of respondents

Since most descriptive research methods use close-ended questions for the collection of data, it helps in drawing objective conclusions about the respondents.

It helps in deriving patterns, traits, and behaviors of respondents. It also aims to understand the attitudes and opinions that respondents hold about certain phenomena.

For instance, researchers can understand how many hours young adults spend on the internet, their opinions about social media platforms, and how important they consider these platforms to be. All of this information will help the company to make informed decisions regarding its products and brands. 

2. Analyzing trends in data

With the help of statistical analysis that is provided by this research method, you can understand the trends in data over time.

For instance, consider an apparel company that drops a new line of clothing, they may research how Gen Z and Millennials are reacting to the new launch. If they find out that the new range of clothes has worked effectively for one group (Gen Z) but not for the other, the company may stop producing clothes for the other group.

To analyze trends in real-time, you should set up live dashboards that capture the information efficiently.

Voxco’s Visual Analytics Dashboards provide insights that aid decision-making

3. Comparing different groups

Something closely knit to the previous point is also comparing different groups of customers based on their demographics. With descriptive research, you can study how different groups of people respond to specific services offered by a company. 

For instance, what is the influence of income, age, gender, income, etc. influence the spending behaviors of consumers?

This kind of research method helps companies to understand what they should do to increase their brand appeal in different groups of the population. 

4. Validating existing patterns of respondents

Since it is non-invasive and makes use of quantitative data (mostly), you can make observations about why the current patterns of purchasing exist in customers. 

You can also use the findings to be the basis of a more in-depth study in the future. 

5. Conducting research at different times

Descriptive research can be conducted at different periods of time in order to see whether the patterns are similar or dissimilar at different points in time. You can also replicate the studies to verify the findings of the original study in order to draw accurate conclusions.

6. Finding correlations among variables

This method is also used to draw correlations between variables and the degree of association between the variables. 

For instance, if the focus is on the age of men and their expenditure. 

There is a possibility of finding a negative correlation between the two variables, indicating that as the age of men increases, the less they spend on sports products.

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Descriptive research Examples

A descriptive method of research aims to gather answers for how what, when, and where. 

Let’s use some examples to understand how a descriptive method of research is used. 

# Example 1

Before investing in housing at any location, you would want to conduct your own research to understand 

• How is the market changing?
• When or at what time of year is it changing?
• Where would you make more profit?

This type of research is an example of a descriptive study. 

# Example 2

A company studies the behavior of its customers to identify its target market before it launches a new product. This is another example of how brand’s use descriptive research. 

The company may conduct this research by observing the customer’s reaction and behavior toward a competitor’s product. 

Or, they can also conduct surveys to ask customer opinions on the new product by the company before its launch. 

# Example 3

A restaurant planning to open a branch in a new locality will research to understand the behavior of the people living there. They will survey the people to know about their choice is flavor, taste, foods, drinks, and more. 

Now that we have seen how you can use this research method for your research purpose, let’s also learn about the advantages and disadvantages of the research.

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What Are the Advantages of Descriptive Research?

It is the preliminary research method. Most researchers use this method to discover the problem they should prioritize. Let’s see some of the reasons why you should be conducting this research before diving into the experiments. 

1. Primary data collection

In this research, the data is collected through primary data collection methods such as case studies, observational methods, and surveys. This kind of data collection provides us with rich information and can be used for future research as well. It can also be used for developing hypotheses or your research objective.

2. Multiple data collection

Descriptive research can also be conducted by collecting qualitative or quantitative data. Hence, it is more varied, flexible, and diverse and it also tends to be thorough and elaborate.

[Related read: Data Collection: All you need to know!]

3. Observational behavior 

The observational method of this research, allows researchers to observe the respondent’s behavior in natural settings. This also ensures that the data collected is high in quality and honest.

4. Cost-effective

It is cost-effective and the data collection of this research can be done quickly.

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What Are the Disadvantages of Descriptive Research?

Descriptive research also has some disadvantages. Let’s learn about these cons so you can wisely decide when you should use this research in order to keep the disadvantages to a minimum. 

1. Misleading information

Respondents can give misleading or incorrect responses if they feel that the questions are assessing intimate matters. Respondents can also be affected by the presence of the observer and may engage in pretending. This is known as the observer effect.

2. Biases in studies

The researchers’ own opinions of biases may affect the results of the study. This is known as the experimenter effect.

3. Representative issue 

There is also the problem of representativeness, a case study or the data of a small sample does not adequately represent the whole population.

4. Limited scope

Descriptive research has limited scope, wherein it only analyzes the “what” of research, it does not evaluate the “why” or “how” questions of research.

Wrapping up;

What is developmental research?

Is developmental study a descriptive research?

What is descriptive research?

What is an example of developmental research?