descriptive research marketing

Root out friction in every digital experience, super-charge conversion rates, and optimize digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered to teams on the ground

Know how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Explore the platform powering Experience Management

• Free Account
• For Digital
• For Customer Care
• For Human Resources
• For Researchers
• Financial Services
• All Industries

Popular Use Cases

• Customer Experience
• Employee Experience
• Net Promoter Score
• Voice of Customer
• Customer Success Hub
• Product Documentation
• Training & Certification
• XM Institute
• Popular Resources
• Customer Stories
• Artificial Intelligence

Market Research

• Partnerships
• Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.

• English/AU & NZ
• Español/Europa
• Español/América Latina
• Português Brasileiro
• REQUEST DEMO
• Experience Management
• Descriptive Research

Try Qualtrics for free

Descriptive research: what it is and how to use it.

8 min read Understanding the who, what and where of a situation or target group is an essential part of effective research and making informed business decisions.

For example you might want to understand what percentage of CEOs have a bachelor’s degree or higher. Or you might want to understand what percentage of low income families receive government support – or what kind of support they receive.

Descriptive research is what will be used in these types of studies.

In this guide we’ll look through the main issues relating to descriptive research to give you a better understanding of what it is, and how and why you can use it.

Free eBook: 2024 global market research trends report

What is descriptive research?

Descriptive research is a research method used to try and determine the characteristics of a population or particular phenomenon.

Using descriptive research you can identify patterns in the characteristics of a group to essentially establish everything you need to understand apart from why something has happened.

Market researchers use descriptive research for a range of commercial purposes to guide key decisions.

For example you could use descriptive research to understand fashion trends in a given city when planning your clothing collection for the year. Using descriptive research you can conduct in depth analysis on the demographic makeup of your target area and use the data analysis to establish buying patterns.

Conducting descriptive research wouldn’t, however, tell you why shoppers are buying a particular type of fashion item.

Descriptive research design

Descriptive research design uses a range of both qualitative research and quantitative data (although quantitative research is the primary research method) to gather information to make accurate predictions about a particular problem or hypothesis.

As a survey method, descriptive research designs will help researchers identify characteristics in their target market or particular population.

These characteristics in the population sample can be identified, observed and measured to guide decisions.

Descriptive research characteristics

While there are a number of descriptive research methods you can deploy for data collection, descriptive research does have a number of predictable characteristics.

Here are a few of the things to consider:

Measure data trends with statistical outcomes

Descriptive research is often popular for survey research because it generates answers in a statistical form, which makes it easy for researchers to carry out a simple statistical analysis to interpret what the data is saying.

Descriptive research design is ideal for further research

Because the data collection for descriptive research produces statistical outcomes, it can also be used as secondary data for another research study.

Plus, the data collected from descriptive research can be subjected to other types of data analysis .

Uncontrolled variables

A key component of the descriptive research method is that it uses random variables that are not controlled by the researchers. This is because descriptive research aims to understand the natural behavior of the research subject.

It’s carried out in a natural environment

Descriptive research is often carried out in a natural environment. This is because researchers aim to gather data in a natural setting to avoid swaying respondents.

Data can be gathered using survey questions or online surveys.

For example, if you want to understand the fashion trends we mentioned earlier, you would set up a study in which a researcher observes people in the respondent’s natural environment to understand their habits and preferences.

Descriptive research allows for cross sectional study

Because of the nature of descriptive research design and the randomness of the sample group being observed, descriptive research is ideal for cross sectional studies – essentially the demographics of the group can vary widely and your aim is to gain insights from within the group.

This can be highly beneficial when you’re looking to understand the behaviors or preferences of a wider population.

Descriptive research advantages

There are many advantages to using descriptive research, some of them include:

Cost effectiveness

Because the elements needed for descriptive research design are not specific or highly targeted (and occur within the respondent’s natural environment) this type of study is relatively cheap to carry out.

Multiple types of data can be collected

A big advantage of this research type, is that you can use it to collect both quantitative and qualitative data. This means you can use the stats gathered to easily identify underlying patterns in your respondents’ behavior.

Descriptive research disadvantages

Potential reliability issues.

When conducting descriptive research it’s important that the initial survey questions are properly formulated.

If not, it could make the answers unreliable and risk the credibility of your study.

Potential limitations

As we’ve mentioned, descriptive research design is ideal for understanding the what, who or where of a situation or phenomenon.

However, it can’t help you understand the cause or effect of the behavior. This means you’ll need to conduct further research to get a more complete picture of a situation.

Descriptive research methods

Because descriptive research methods include a range of quantitative and qualitative research, there are several research methods you can use.

Use case studies

Case studies in descriptive research involve conducting in-depth and detailed studies in which researchers get a specific person or case to answer questions.

Case studies shouldn’t be used to generate results, rather it should be used to build or establish hypothesis that you can expand into further market research .

For example you could gather detailed data about a specific business phenomenon, and then use this deeper understanding of that specific case.

Use observational methods

This type of study uses qualitative observations to understand human behavior within a particular group.

By understanding how the different demographics respond within your sample you can identify patterns and trends.

As an observational method, descriptive research will not tell you the cause of any particular behaviors, but that could be established with further research.

Use survey research

Surveys are one of the most cost effective ways to gather descriptive data.

An online survey or questionnaire can be used in descriptive studies to gather quantitative information about a particular problem.

Survey research is ideal if you’re using descriptive research as your primary research.

Descriptive research examples

Descriptive research is used for a number of commercial purposes or when organizations need to understand the behaviors or opinions of a population.

One of the biggest examples of descriptive research that is used in every democratic country, is during elections.

Using descriptive research, researchers will use surveys to understand who voters are more likely to choose out of the parties or candidates available.

Using the data provided, researchers can analyze the data to understand what the election result will be.

In a commercial setting, retailers often use descriptive research to figure out trends in shopping and buying decisions.

By gathering information on the habits of shoppers, retailers can get a better understanding of the purchases being made.

Another example that is widely used around the world, is the national census that takes place to understand the population.

The research will provide a more accurate picture of a population’s demographic makeup and help to understand changes over time in areas like population age, health and education level.

Where Qualtrics helps with descriptive research

Whatever type of research you want to carry out, there’s a survey type that will work.

Qualtrics can help you determine the appropriate method and ensure you design a study that will deliver the insights you need.

Our experts can help you with your market research needs , ensuring you get the most out of Qualtrics market research software to design, launch and analyze your data to guide better, more accurate decisions for your organization.

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

Ready to learn more about Qualtrics?

TheBigMarketing.com

What Is Descriptive Research In Marketing? A Guide

Descriptive research is a crucial tool in the world of marketing, providing valuable insights into consumer behavior and market trends. This research method involves analyzing data to identify patterns and understand the characteristics of a population or phenomenon. By utilizing both qualitative and quantitative data, descriptive research allows marketers to make accurate predictions and develop effective marketing strategies.

Key Takeaways:

• Descriptive research is used to determine the characteristics of a population or phenomenon in marketing.
• It helps identify patterns, understand consumer behavior, and inform strategic decision-making.
• Descriptive research utilizes both qualitative and quantitative data to make accurate predictions.
• Common methods of descriptive research include case studies, observational methods, and survey research.
• Descriptive research is cost-effective and allows for the collection of both types of data.

What is Descriptive Research?

Descriptive research is a method used to determine the characteristics of a population or phenomenon. It focuses on the what, who, or where of a situation, providing valuable insights into behaviors and preferences. By analyzing data and observing patterns, descriptive research helps identify trends and make informed decisions.

Descriptive Research Characteristics

• Focuses on determining the characteristics of a population or phenomenon
• Identifies patterns and trends in data
• Utilizes statistical outcomes for analysis
• Gathers reliable data in a natural environment
• Enables cross-sectional studies for insights into wider populations

To conduct descriptive research, various methods can be employed, such as case studies, observational methods, and survey research. These methods allow researchers to collect both qualitative and quantitative data, ensuring a comprehensive understanding of the subject matter.

Descriptive research is essential in marketing and other fields as it provides a foundation for decision-making and strategy development. By understanding the characteristics of a target market , businesses can tailor their approach to meet the needs and preferences of their audience.

Descriptive Research Design

Descriptive research design is an effective method that combines qualitative and quantitative data to gather information and make accurate predictions. This research approach is cost-effective and can also be used as secondary data for other research studies. One of the advantages of descriptive research design is its ability to collect multiple types of data, such as demographic information, consumer preferences, and market trends , making it ideal for understanding the characteristics of a target market.

However, it is important to note that descriptive research design has some potential reliability issues. Since it focuses on describing and analyzing existing data, it may have limitations in establishing cause and effect relationships. Despite these limitations, descriptive research design is still valuable in providing valuable insights and informing decision-making processes in marketing.

Advantages of Descriptive Research Design

Descriptive research design offers several advantages in marketing:

• Cost-effectiveness: Descriptive research design is a relatively low-cost method compared to other research approaches, making it accessible for businesses with limited budgets.
• Multiple data collection: With descriptive research design, marketers can gather both qualitative and quantitative data, enabling a comprehensive understanding of consumer behavior and market trends.
• Potential for further research: Descriptive research design can serve as a foundation for future studies and analysis, building upon the insights gained from initial data collection.

Disadvantages of Descriptive Research Design

Despite its advantages, descriptive research design also has some limitations:

• Reliability issues: The reliability of descriptive research design depends on the accuracy and quality of the data collected. Researchers should ensure that data sources are trustworthy and representative of the target market.
• Cause and effect understanding: Descriptive research design focuses on describing and analyzing existing data, making it challenging to establish cause and effect relationships. This limitation restricts the ability to determine the true impact of certain variables on marketing outcomes.

Overall, descriptive research design is a valuable approach for understanding the characteristics and patterns within a target market. By carefully considering its advantages and limitations, marketers can utilize this research method effectively to gain valuable insights and inform their marketing strategies .

Descriptive Research Methods

In descriptive research, various methods are utilized to gather information and understand characteristics and patterns in a population or phenomenon. These research methods provide valuable insights that aid in decision-making processes in marketing and other fields of study.

Survey Research

Survey research is a commonly used method in descriptive research. It involves collecting quantitative information by administering questionnaires or conducting interviews. Surveys are cost-effective and efficient in gathering data from a large sample size, allowing researchers to gain insights into consumer opinions, preferences, and behaviors.

Case Studies

Case studies are another important method in descriptive research. This method involves an in-depth examination of specific cases or situations to gain a comprehensive understanding of them. Case studies provide rich and detailed information that can be used to establish hypotheses, explore unique scenarios, and uncover factors that influence behavior.

Observational Methods

Observational methods are employed to observe and record human behavior within a specific group or environment. Researchers use this method to gather qualitative data by carefully observing and documenting behaviors, interactions, and reactions. Observational methods offer unique insights into real-world situations and provide a deep understanding of how people behave and interact in their natural environment.

These descriptive research methods play a significant role in marketing and various other fields. They enable researchers to gather both quantitative and qualitative data, providing a comprehensive understanding of consumer behavior, market trends, and preferences.

Importance of Descriptive Research in Marketing

Descriptive research plays a pivotal role in marketing by providing valuable insights into consumer behavior, market trends, and preferences. Marketers rely on descriptive research to make informed decisions and develop effective marketing strategies that resonate with their target audience. By analyzing data and patterns, descriptive research helps businesses understand the needs and wants of consumers, enabling them to tailor their products, services, and messaging accordingly.

One example of descriptive research in marketing is the analysis of fashion trends. By studying consumer preferences and purchasing behavior, fashion brands can identify popular styles, colors, and designs, allowing them to create collections that align with current market demands. Similarly, descriptive research helps marketers understand buying patterns across different demographic groups, enabling them to develop targeted marketing campaigns and promotions. Additionally, descriptive research is often conducted in the form of election surveys to gauge public sentiment and predict election outcomes accurately.

Types of Descriptive Research

Descriptive research utilizes various methods to gather valuable insights into different aspects of a population or phenomenon. Let’s explore some of the common types of descriptive research:

Cross-Sectional Studies

Cross-sectional studies provide a snapshot of a specific point in time. Researchers use this type of study to analyze a particular population or phenomenon at a specific moment. By examining characteristics and behaviors at a single point, cross-sectional studies offer valuable insights into the current state of a particular situation or group.

Correlational Studies

In correlational studies, researchers explore and examine relationships between variables. This type of research aims to determine whether a relationship exists between two or more variables and the strength of the correlation, without establishing causation. Correlational studies allow researchers to identify patterns or associations, helping to understand how changes in one variable may impact another.

Observational Studies

Observational studies observe and record behavior in a natural environment. Researchers closely observe individuals or groups in real-life settings to gather data on behaviors, preferences, or interactions. This type of research provides valuable insights into human behavior and allows for the collection of rich qualitative data. Observational studies are particularly useful when studying complex social or cultural phenomena.

Table 6. Types of Descriptive Research

Understanding the different types of descriptive research allows researchers and marketers to choose the most appropriate method to gather the necessary insights for their studies or decision-making processes.

Descriptive Research vs. Exploratory Research

When it comes to research methodologies, descriptive research and exploratory research serve distinct purposes. While descriptive research focuses on understanding characteristics and patterns, exploratory research aims to explore new ideas and generate hypotheses.

Descriptive research utilizes existing data to make predictions and gain insights into a population or phenomenon. It aims to identify patterns, trends, and behaviors through the analysis of quantitative and qualitative data. This research method provides a comprehensive understanding of the “what” and “how” in a given situation.

On the other hand, exploratory research seeks to gather new data and insights to uncover phenomena that have yet to be fully understood. It is an investigative approach that aims to generate hypotheses and explore possibilities. Exploratory research is particularly useful when the topic is relatively unexplored or lacks sufficient existing data.

Both descriptive research and exploratory research play vital roles in the research process. Descriptive research helps lay the foundation by establishing characteristics and patterns, providing a basis for further investigation. Exploratory research, on the other hand, allows researchers to delve into uncharted territory, uncover new insights, and develop hypotheses for future studies.

By combining both descriptive and exploratory research methods, researchers can gain a comprehensive understanding of a topic and generate valuable insights that contribute to decision-making processes and the development of effective strategies in various fields, including marketing.

Comparing Descriptive Research and Exploratory Research

Advantages of descriptive research.

Descriptive research offers several advantages that contribute to its effectiveness in gathering valuable insights and aiding decision-making processes. Here are some key advantages of descriptive research:

• Cost-effectiveness: Descriptive research is a cost-effective method compared to other research approaches. It utilizes existing resources and data, reducing the need for extensive data collection or fieldwork. This allows organizations to save on time, effort, and financial resources.
• Collection of multiple types of data: Descriptive research allows for the collection of both qualitative and quantitative data. By utilizing various data sources and research methods, marketers can garner a more comprehensive understanding of the characteristics and patterns within a target market.
• Potential for further research and analysis: Descriptive research serves as a foundation for future investigations and analyses. The insights gained through descriptive research can be used to develop hypotheses, guide further research studies, or inform the design of experimental studies.

By leveraging the advantages of descriptive research, organizations can make informed decisions, develop effective marketing strategies, and gain a competitive edge in their respective industries.

Disadvantages of Descriptive Research

While descriptive research offers valuable insights into the characteristics and patterns of a population or phenomenon, it also comes with its own set of challenges. It’s essential to understand the potential disadvantages of descriptive research to ensure the reliability and credibility of the study.

Reliability Issues

One of the primary disadvantages of descriptive research is the potential for reliability issues. The accuracy and consistency of data collection and analysis can vary, leading to the risk of skewed results. Factors like respondent bias, researcher bias, and measurement error can influence the reliability of the findings.

Limitations in Understanding Cause and Effect

Descriptive research focuses on identifying patterns and characteristics without diving deep into the underlying causes. It provides a snapshot of the situation but may not uncover the reasons behind specific behaviors or trends. Therefore, descriptive research has limitations in understanding cause and effect relationships, which can hinder the development of comprehensive insights.

Need for Further Research

Descriptive research provides a foundation for understanding a population or phenomenon but may not offer a complete understanding. To gain a comprehensive picture, further research may be necessary. Additional studies, such as experimental or exploratory research, may be needed to delve deeper into the underlying factors and relationships.

Proper Formulation of Survey Questions

In descriptive research, surveys are commonly used to collect data. However, the reliability and effectiveness of survey results depend on the proper formulation of survey questions. Poorly designed questions can lead to biased responses, inaccurate data, or a lack of necessary information. Ensuring the clarity, neutrality, and relevance of survey questions is crucial to obtain reliable results.

Examples of Descriptive Research in Marketing

Descriptive research is a powerful tool in marketing that provides valuable insights into consumer behavior, market trends, and preferences. By utilizing various research methods, businesses can gain a deeper understanding of their target audience and make informed decisions to develop effective marketing strategies. Here are some examples of descriptive research in marketing:

• Analyzing Fashion Trends: Descriptive research can help fashion brands understand the latest trends and preferences among consumers. By monitoring fashion blogs, social media platforms, and conducting surveys, marketers can identify popular styles, colors, and patterns that resonate with their target market.
• Understanding Consumer Preferences: Descriptive research is instrumental in understanding consumer preferences and buying behaviors. Through surveys and interviews, businesses can gather data on factors influencing purchase decisions, such as price, quality, convenience, and brand reputation.
• Conducting Election Surveys: Descriptive research plays a crucial role in political marketing. By conducting election surveys, researchers can gather data on voter preferences, candidate popularity, and key issues influencing voters. This information helps political campaigns tailor their messages and strategies to resonate with their target audience.

These are just a few examples of how descriptive research can be applied in marketing. It empowers businesses to make data-driven decisions, identify market opportunities, and stay ahead of competition.

Descriptive research is a valuable method in marketing that helps businesses understand the characteristics, patterns, and behaviors of their target markets. By utilizing various research methods such as survey research, case studies, and observational methods, marketers can gain valuable insights that contribute to their success.

Through descriptive research, businesses can make informed decisions and develop effective marketing strategies. This research approach provides a comprehensive understanding of consumer behavior, market trends, and preferences, enabling marketers to tailor their offerings and messaging to their target audience.

Overall, descriptive research serves as a foundation for strategic decision-making in marketing. It helps businesses optimize their understanding of their target markets and improve their marketing efforts. By leveraging the insights gained from descriptive research, businesses can stay ahead of the competition and drive growth in today’s dynamic marketplace.

What Is Descriptive Research In Marketing?

What is descriptive research design, what are the descriptive research methods, what is the importance of descriptive research in marketing, what are the types of descriptive research, what is the difference between descriptive research and exploratory research, what are the advantages of descriptive research, what are the disadvantages of descriptive research, can you provide examples of descriptive research in marketing, related posts.

Editorial Team

What is a conversion in digital marketing a guide, what is a positioning map in marketing everything you need to know.

• 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 NPS+ 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:

• 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.
• 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.
• 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.
• 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.
• 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:

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.

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.

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.

FREE TRIAL         LEARN MORE

MORE LIKE THIS

The Best Email Survey Tool to Boost Your Feedback Game

May 7, 2024

Top 10 Employee Engagement Survey Tools

Top 20 Employee Engagement Software Solutions

May 3, 2024

15 Best Customer Experience Software of 2024

May 2, 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
• Uncategorized
• Video Learning Series
• What’s Coming Up
• Workforce Intelligence

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.

Just one more step to your free trial.

.surveysparrow.com

Already using SurveySparrow?  Login

By clicking on "Get Started", I agree to the Privacy Policy and Terms of Service .

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Enterprise Survey Software

Enterprise Survey Software to thrive in your business ecosystem

NPS® Software

Turn customers into promoters

Offline Survey

Real-time data collection, on the move. Go internet-independent.

360 Assessment

Conduct omnidirectional employee assessments. Increase productivity, grow together.

Reputation Management

Turn your existing customers into raving promoters by monitoring online reviews.

Ticket Management

Build loyalty and advocacy by delivering personalized support experiences that matter.

Chatbot for Website

Collect feedback smartly from your website visitors with the engaging Chatbot for website.

Swift, easy, secure. Scalable for your organization.

Executive Dashboard

Customer journey map, craft beautiful surveys, share surveys, gain rich insights, recurring surveys, white label surveys, embedded surveys, conversational forms, mobile-first surveys, audience management, smart surveys, video surveys, secure surveys, api, webhooks, integrations, survey themes, accept payments, custom workflows, all features, customer experience, employee experience, product experience, marketing experience, sales experience, hospitality & travel, market research, saas startup programs, wall of love, success stories, sparrowcast, nps® benchmarks, learning centre, apps & integrations, testimonials.

Our surveys come with superpowers ⚡

Blog General

Descriptive Research 101: Definition, Methods and Examples

Parvathi vijayamohan.

8 April 2024

Table Of Contents

• Descriptive Research 101: The Definitive Guide

What is Descriptive Research?

Key characteristics of descriptive research.

• Descriptive Research Methods: The 3 You Need to Know!

Observation

Case studies, 7 types of descriptive research, descriptive research: examples to build your next study, tips to excel at descriptive research.

Imagine you are a detective called to a crime scene. Your job is to study the scene and report whatever you find: whether that’s the half-smoked cigarette on the table or the large “RACHE” written in blood on the wall. That, in a nutshell, is  descriptive research .

Researchers often need to do descriptive research on a problem before they attempt to solve it. So in this guide, we’ll take you through:

• What is descriptive research + characteristics
• Descriptive research methods
• Types of descriptive research
• Descriptive research examples
• Tips to excel at the descriptive method

Click to jump to the section that interests you.

Definition: As its name says, descriptive research  describes  the characteristics of the problem, phenomenon, situation, or group under study.

So the goal of all descriptive studies is to  explore  the background, details, and existing patterns in the problem to fully understand it. In other words, preliminary research.

However, descriptive research can be both  preliminary and conclusive . You can use the data from a descriptive study to make reports and get insights for further planning.

What descriptive research isn’t: Descriptive research finds the  what/when/where  of a problem, not the  why/how .

Because of this, we can’t use the descriptive method to explore cause-and-effect relationships where one variable (like a person’s job role) affects another variable (like their monthly income).

• Answers the “what,” “when,” and “where”  of a research problem. For this reason, it is popularly used in  market research ,  awareness surveys , and  opinion polls .
• Sets the stage  for a research problem. As an early part of the research process, descriptive studies help you dive deeper into the topic.
• Opens the door  for further research. You can use descriptive data as the basis for more profound research, analysis and studies.
• Qualitative and quantitative . It is possible to get a balanced mix of numerical responses and open-ended answers from the descriptive method.
• No control or interference with the variables . The researcher simply observes and reports on them. However, specific research software has filters that allow her to zoom in on one variable.
• Done in natural settings . You can get the best results from descriptive research by talking to people, surveying them, or observing them in a suitable environment. For example, suppose you are a website beta testing an app feature. In that case, descriptive research invites users to try the feature, tracking their behavior and then asking their opinions .
• Can be applied to many research methods and areas. Examples include healthcare, SaaS, psychology, political studies, education, and pop culture.

Descriptive Research Methods: The Top Three You Need to Know!

In short, survey research is a brief interview or conversation with a set of prepared questions about a topic.

So you create a questionnaire, share it, and analyze the data you collect for further action. Learn about the differences between surveys and questionnaires  here .

You can access free survey templates , over 20+ question types, and pass data to 1,500+ applications with survey software, like SurveySparrow . It enables you to create surveys, share them and capture data with very little effort.

Sign up today to launch stunning surveys for free.

Please enter a valid Email ID.

14-Day Free Trial • No Credit Card Required • No Strings Attached

• Surveys can be hyper-local, regional, or global, depending on your objectives.
• Share surveys in-person, offline, via SMS, email, or QR codes – so many options!
• Easy to automate if you want to conduct many surveys over a period.

The observational method is a type of descriptive research in which you, the researcher, observe ongoing behavior.

Now, there are several (non-creepy) ways you can observe someone. In fact, observational research has three main approaches:

• Covert observation: In true spy fashion, the researcher mixes in with the group undetected or observes from a distance.
• Overt observation : The researcher identifies himself as a researcher – “The name’s Bond. J. Bond.” – and explains the purpose of the study.
• Participatory observation : The researcher participates in what he is observing to understand his topic better.
• Observation is one of the most accurate ways to get data on a subject’s behavior in a natural setting.
• You don’t need to rely on people’s willingness to share information.
• Observation is a universal method that can be applied to any area of research.

In the case study method, you do a detailed study of a specific group, person, or event over a period.

This brings us to a frequently asked question: “What’s the difference between case studies and longitudinal studies?”

A case study will go  very in-depth into the subject with one-on-one interviews, observations, and archival research. They are also qualitative, though sometimes they will use numbers and stats.

An example of longitudinal research would be a study of the health of night shift employees vs. general shift employees over a decade. An example of a case study would involve in-depth interviews with Casey, an assistant director of nursing who’s handled the night shift at the hospital for ten years now.

• Due to the focus on a few people, case studies can give you a tremendous amount of information.
• Because of the time and effort involved, a case study engages both researchers and participants.
• Case studies are helpful for ethically investigating unusual, complex, or challenging subjects. An example would be a study of the habits of long-term cocaine users.

1. Case Study: Airbnb’s Growth Strategy

In an excellent case study, Tam Al Saad, Principal Consultant, Strategy + Growth at Webprofits, deep dives into how Airbnb attracted and retained 150 million users .

“What Airbnb offers isn’t a cheap place to sleep when you’re on holiday; it’s the opportunity to experience your destination as a local would. It’s the chance to meet the locals, experience the markets, and find non-touristy places.

Sure, you can visit the Louvre, see Buckingham Palace, and climb the Empire State Building, but you can do it as if it were your hometown while staying in a place that has character and feels like a home.” – Tam al Saad, Principal Consultant, Strategy + Growth at Webprofits

2. Observation – Better Tech Experiences for the Elderly

We often think that our elders are so hopeless with technology. But we’re not getting any younger either, and tech is changing at a hair trigger! This article by Annemieke Hendricks shares a wonderful example where researchers compare the levels of technological familiarity between age groups and how that influences usage.

“It is generally assumed that older adults have difficulty using modern electronic devices, such as mobile telephones or computers. Because this age group is growing in most countries, changing products and processes to adapt to their needs is increasingly more important. “ – Annemieke Hendricks, Marketing Communication Specialist, Noldus

3. Surveys – Decoding Sleep with SurveySparrow

SRI International (formerly Stanford Research Institute) – an independent, non-profit research center – wanted to investigate the impact of stress on an adolescent’s sleep. To get those insights, two actions were essential: tracking sleep patterns through wearable devices and sending surveys at a pre-set time –  the pre-sleep period.

“With SurveySparrow’s recurring surveys feature, SRI was able to share engaging surveys with their participants exactly at the time they wanted and at the frequency they preferred.”

Read more about this project : How SRI International decoded sleep patterns with SurveySparrow

1: Answer the six Ws –

• Who should we consider?
• What information do we need?
• When should we collect the information?
• Where should we collect the information?
• Why are we obtaining the information?
• Way to collect the information

#2: Introduce and explain your methodological approach

#3: Describe your methods of data collection and/or selection.

#4: Describe your methods of analysis.

#5: Explain the reasoning behind your choices.

#6: Collect data.

#7: Analyze the data. Use software to speed up the process and reduce overthinking and human error.

#8: Report your conclusions and how you drew the results.

Wrapping Up

That’s all, folks!

Growth Marketer at SurveySparrow

Fledgling growth marketer. Cloud watcher. Aunty to a naughty beagle.

You Might Also Like

Why your business needs a saas crm solution, top 5 game changing student feedback tools for teachers, how to create a microsoft forms survey: a quick guide.

Leave us your email, we wont spam. Promise!

Start your free trial today

No Credit Card Required. 14-Day Free Trial

Request a Demo

Want to learn more about SurveySparrow? We'll be in touch soon!

Scale up your descriptive research with the best survey software

Build surveys that actually work. give surveysparrow a free try today.

14-Day Free Trial • No Credit card required • 40% more completion rate

Hi there, we use cookies to offer you a better browsing experience and to analyze site traffic. By continuing to use our website, you consent to the use of these cookies. Learn More

• What is descriptive research?

Last updated

5 February 2023

Reviewed by

Cathy Heath

Descriptive research is a common investigatory model used by researchers in various fields, including social sciences, linguistics, and academia.

Read on to understand the characteristics of descriptive research and explore its underlying techniques, processes, and procedures.

Analyze your descriptive research

Dovetail streamlines analysis to help you uncover and share actionable insights

Descriptive research is an exploratory research method. It enables researchers to precisely and methodically describe a population, circumstance, or phenomenon.

As the name suggests, descriptive research describes the characteristics of the group, situation, or phenomenon being studied without manipulating variables or testing hypotheses . This can be reported using surveys , observational studies, and case studies. You can use both quantitative and qualitative methods to compile the data.

Besides making observations and then comparing and analyzing them, descriptive studies often develop knowledge concepts and provide solutions to critical issues. It always aims to answer how the event occurred, when it occurred, where it occurred, and what the problem or phenomenon is.

• Characteristics of descriptive research

The following are some of the characteristics of descriptive research:

Quantitativeness

Descriptive research can be quantitative as it gathers quantifiable data to statistically analyze a population sample. These numbers can show patterns, connections, and trends over time and can be discovered using surveys, polls, and experiments.

Qualitativeness

Descriptive research can also be qualitative. It gives meaning and context to the numbers supplied by quantitative descriptive research .

Researchers can use tools like interviews, focus groups, and ethnographic studies to illustrate why things are what they are and help characterize the research problem. This is because it’s more explanatory than exploratory or experimental research.

Uncontrolled variables

Descriptive research differs from experimental research in that researchers cannot manipulate the variables. They are recognized, scrutinized, and quantified instead. This is one of its most prominent features.

Cross-sectional studies

Descriptive research is a cross-sectional study because it examines several areas of the same group. It involves obtaining data on multiple variables at the personal level during a certain period. It’s helpful when trying to understand a larger community’s habits or preferences.

Carried out in a natural environment

Descriptive studies are usually carried out in the participants’ everyday environment, which allows researchers to avoid influencing responders by collecting data in a natural setting. You can use online surveys or survey questions to collect data or observe.

Basis for further research

You can further dissect descriptive research’s outcomes and use them for different types of investigation. The outcomes also serve as a foundation for subsequent investigations and can guide future studies. For example, you can use the data obtained in descriptive research to help determine future research designs.

• Descriptive research methods

There are three basic approaches for gathering data in descriptive research: observational, case study, and survey.

You can use surveys to gather data in descriptive research. This involves gathering information from many people using a questionnaire and interview .

Surveys remain the dominant research tool for descriptive research design. Researchers can conduct various investigations and collect multiple types of data (quantitative and qualitative) using surveys with diverse designs.

You can conduct surveys over the phone, online, or in person. Your survey might be a brief interview or conversation with a set of prepared questions intended to obtain quick information from the primary source.

Observation

This descriptive research method involves observing and gathering data on a population or phenomena without manipulating variables. It is employed in psychology, market research , and other social science studies to track and understand human behavior.

Observation is an essential component of descriptive research. It entails gathering data and analyzing it to see whether there is a relationship between the two variables in the study. This strategy usually allows for both qualitative and quantitative data analysis.

Case studies

A case study can outline a specific topic’s traits. The topic might be a person, group, event, or organization.

It involves using a subset of a larger group as a sample to characterize the features of that larger group.

You can generalize knowledge gained from studying a case study to benefit a broader audience.

This approach entails carefully examining a particular group, person, or event over time. You can learn something new about the study topic by using a small group to better understand the dynamics of the entire group.

• Types of descriptive research

There are several types of descriptive study. The most well-known include cross-sectional studies, census surveys, sample surveys, case reports, and comparison studies.

Case reports and case series

In the healthcare and medical fields, a case report is used to explain a patient’s circumstances when suffering from an uncommon illness or displaying certain symptoms. Case reports and case series are both collections of related cases. They have aided the advancement of medical knowledge on countless occasions.

The normative component is an addition to the descriptive survey. In the descriptive–normative survey, you compare the study’s results to the norm.

Descriptive survey

This descriptive type of research employs surveys to collect information on various topics. This data aims to determine the degree to which certain conditions may be attained.

You can extrapolate or generalize the information you obtain from sample surveys to the larger group being researched.

Correlative survey

Correlative surveys help establish if there is a positive, negative, or neutral connection between two variables.

Performing census surveys involves gathering relevant data on several aspects of a given population. These units include individuals, families, organizations, objects, characteristics, and properties.

During descriptive research, you gather different degrees of interest over time from a specific population. Cross-sectional studies provide a glimpse of a phenomenon’s prevalence and features in a population. There are no ethical challenges with them and they are quite simple and inexpensive to carry out.

Comparative studies

These surveys compare the two subjects’ conditions or characteristics. The subjects may include research variables, organizations, plans, and people.

Comparison points, assumption of similarities, and criteria of comparison are three important variables that affect how well and accurately comparative studies are conducted.

For instance, descriptive research can help determine how many CEOs hold a bachelor’s degree and what proportion of low-income households receive government help.

• Pros and cons

The primary advantage of descriptive research designs is that researchers can create a reliable and beneficial database for additional study. To conduct any inquiry, you need access to reliable information sources that can give you a firm understanding of a situation.

Quantitative studies are time- and resource-intensive, so knowing the hypotheses viable for testing is crucial. The basic overview of descriptive research provides helpful hints as to which variables are worth quantitatively examining. This is why it’s employed as a precursor to quantitative research designs.

Some experts view this research as untrustworthy and unscientific. However, there is no way to assess the findings because you don’t manipulate any variables statistically.

Cause-and-effect correlations also can’t be established through descriptive investigations. Additionally, observational study findings cannot be replicated, which prevents a review of the findings and their replication.

The absence of statistical and in-depth analysis and the rather superficial character of the investigative procedure are drawbacks of this research approach.

• Descriptive research examples and applications

Several descriptive research examples are emphasized based on their types, purposes, and applications. Research questions often begin with “What is …” These studies help find solutions to practical issues in social science, physical science, and education.

Here are some examples and applications of descriptive research:

Determining consumer perception and behavior

Organizations use descriptive research designs to determine how various demographic groups react to a certain product or service.

For example, a business looking to sell to its target market should research the market’s behavior first. When researching human behavior in response to a cause or event, the researcher pays attention to the traits, actions, and responses before drawing a conclusion.

Scientific classification

Scientific descriptive research enables the classification of organisms and their traits and constituents.

Measuring data trends

A descriptive study design’s statistical capabilities allow researchers to track data trends over time. It’s frequently used to determine the study target’s current circumstances and underlying patterns.

Conduct comparison

Organizations can use a descriptive research approach to learn how various demographics react to a certain product or service. For example, you can study how the target market responds to a competitor’s product and use that information to infer their behavior.

• Bottom line

A descriptive research design is suitable for exploring certain topics and serving as a prelude to larger quantitative investigations. It provides a comprehensive understanding of the “what” of the group or thing you’re investigating.

This research type acts as the cornerstone of other research methodologies . It is distinctive because it can use quantitative and qualitative research approaches at the same time.

What is descriptive research design?

Descriptive research design aims to systematically obtain information to describe a phenomenon, situation, or population. More specifically, it helps answer the what, when, where, and how questions regarding the research problem rather than the why.

How does descriptive research compare to qualitative research?

Despite certain parallels, descriptive research concentrates on describing phenomena, while qualitative research aims to understand people better.

How do you analyze descriptive research data?

Data analysis involves using various methodologies, enabling the researcher to evaluate and provide results regarding validity and reliability.

Should you be using a customer insights hub?

Do you want to discover previous research faster?

Do you share your research findings with others?

Do you analyze research data?

Start for free today, add your research, and get to key insights faster

Editor’s picks

Last updated: 11 January 2024

Last updated: 15 January 2024

Last updated: 25 November 2023

Last updated: 12 May 2023

Last updated: 30 April 2024

Last updated: 18 May 2023

Last updated: 10 April 2023

Latest articles

Related topics, .css-je19u9{-webkit-align-items:flex-end;-webkit-box-align:flex-end;-ms-flex-align:flex-end;align-items:flex-end;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;-webkit-box-flex-wrap:wrap;-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;-webkit-box-pack:center;-ms-flex-pack:center;-webkit-justify-content:center;justify-content:center;row-gap:0;text-align:center;max-width:671px;}@media (max-width: 1079px){.css-je19u9{max-width:400px;}.css-je19u9>span{white-space:pre;}}@media (max-width: 799px){.css-je19u9{max-width:400px;}.css-je19u9>span{white-space:pre;}} decide what to .css-1kiodld{max-height:56px;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}@media (max-width: 1079px){.css-1kiodld{display:none;}} build next, decide what to build next.

Users report unexpectedly high data usage, especially during streaming sessions.

Users find it hard to navigate from the home page to relevant playlists in the app.

It would be great to have a sleep timer feature, especially for bedtime listening.

I need better filters to find the songs or artists I’m looking for.

Log in or sign up

Get started for free

We use cookies

This website uses cookies to provide better user experience and user's session management. By continuing visiting this website you consent the use of these cookies.

How to Uncover Insights: Descriptive Marketing Research

If you’re tired of shooting in the dark to understand your target audience, say goodbye to guesswork and hello to descriptive marketing research!

Picture this.

Imagine having access to a crystal-clear lens that shows you the deepest insights about your customers, their preferences, etc.

With descriptive marketing research, you can unlock the hidden treasures of insights and gain a competitive edge.

No more wasting resources on ineffective campaigns. Or even blindly chasing trends and patterns.

Descriptive marketing research empowers you to make informed decisions based on data.

By diving deep into the minds of your customers, you can tailor your marketing strategies to resonate with their needs. You’ll be able to anticipate their needs, create irresistible offers, and deliver personalized experiences.

Here’s the twist.

Descriptive marketing research isn’t just about numbers and statistics.

Yes, you read that right.

It’s about understanding the human behavior behind the data. More so, it’s about crafting compelling stories that capture hearts and forging genuine connections.

In this blog, you’ll learn the following:

What is Descriptive Marketing Research?

What are the characteristics of descriptive marketing research, what are the advantages of descriptive marketing research, methods of descriptive marketing research, how to design a survey for descriptive marketing research, how to analyze descriptive survey results.

Before diving into the blog’s core, we’ll address the following question: What is descriptive marketing research?

Have you ever wondered how businesses gather valuable insights about their customers?

This is where descriptive marketing research comes into play.

Descriptive marketing research is a powerful tool that helps you uncover the who, what, when, and where of your target consumer’s behavior .

In other words, it’s a method you can use to analyze data to gain in-depth insights into buying patterns and market trends.

By examining a large sample of people, this research approach enables you to paint a detailed picture of your target market.

With descriptive marketing research, you can explore various aspects such as demographics, psychographics, and purchasing behaviors.

It lets you identify key customer segments, understand their needs and motivations, and make data-driven decisions .

This research method relies on collecting and analyzing data from diverse sources, including surveys, interviews, observation, etc.

Through careful examination and analysis of this data, you can uncover valuable insights.

Unlike other research approaches, descriptive marketing research is purely observational.

In other words, you don’t influence variables in your study. You just watch behaviors.

Check out some of the distinctive characteristics of descriptive marketing research:

Quantitative research

Descriptive marketing research primarily focuses on collecting data for further analysis.

By gathering data from a representative sample, you can describe the nature of a specific demographic segment. This quantitative approach provides actionable numerical insights.

Uncontrolled variables

In descriptive marketing research, you maintain a hands-off approach toward the variables.

The approach relies on observational methods, allowing variables to behave naturally without any interference. And it ensures an unbiased representation of the subject under investigation.

Cross-sectional studies

It means studying different sections or segments belonging to the same group simultaneously.

It provides a snapshot of your target audience at a specific point in time.

The basis for further research

The data you collect and analyze through descriptive research becomes the foundation for further exploration.

You can use this data to delve deeper into the subject matter using various research techniques.

Let’s dive into some of the key benefits of the research method.

Provides a comprehensive understanding

Descriptive marketing research gives you a comprehensive understanding of market dynamics, consumer behavior, and preferences.

Armed with this knowledge, you can make informed decisions that align with your target audience.

Supports data-driven decision-making

With descriptive research, you can access empirical data and valuable insights.

This enables data-driven decision-making across various aspects of marketing, such as product development, pricing strategies, customer targeting, etc.

Identifies market trends and patterns

Descriptive research enables you to identify emerging market trends and patterns.

By staying ahead of the curve, you can adapt your strategies, ensuring you’re always aligned with evolving consumer behavior.

Benchmarks performance

By collecting data on customer satisfaction, brand perception, and other metrics, descriptive research allows you to benchmark your performance against competitors and industry standards.

This helps you gauge your position in the market and identify areas for improvement.

Assists in market segmentation

Descriptive research plays a crucial role in market segmentation.

By analyzing demographic, psychographic, or behavioral characteristics, you can identify and target specific market segments. This paves the way for personalized and effective marketing strategies.

Evaluates marketing campaigns

You can assess the effectiveness of your marketing campaigns using descriptive research.

It lets you measure brand awareness, evaluate customer response to promotional activities, and make data-backed adjustments to optimize your campaigns.

Provides a foundation for further research

Descriptive research provides a foundation for more in-depth and exploratory studies.

It provides initial insights and hypotheses you can test and explore further using additional research methods.

Let’s explore descriptive marketing research methods and understand their unique characteristics:

Observational Method

This is a powerful approach to conducting descriptive research

And this is because it combines both quantitative and qualitative observations .

Quantitative observation focuses on numbers and values.

It provides insights into numerical aspects, such as age, weight, volume, etc. You can analyze this data using charts like the Net Promoter Score.

Conversely, qualitative observation doesn’t involve numbers but focuses on monitoring characteristics.

It entails observing your respondents from a distance in a natural environment. This method allows for a deeper understanding of your subject’s behavior.

In a descriptive research design , you become an observer.

Case Study Method

This method entails in-depth research and study of the target individuals or groups.

Here, you form hypotheses and expand the scope for studying a phenomenon.

Survey Research

This involves gathering data through surveys, questionnaires, or polls.

Surveys are a popular market research tool for collecting feedback from your target respondents. A well-designed survey includes a balanced mix of open-ended and closed-ended questions.

You can conduct surveys online or offline, making it the go-to option for descriptive marketing research, especially when dealing with large sample sizes.

Designing a survey for descriptive marketing research requires careful planning.

To ensure the success of your survey, follow the essential steps below

Define the research goals

Clearly define the objectives of your research. Determine the specific information you aim to gather and the insights to gain.

Decide on the research method

Choose the most suitable research method for your descriptive marketing research.

This could be online surveys, paper-based questionnaires, etc, depending on the nature of your target audience.

Define the sample population

Identify your target audience. Consider demographics, such as age, gender, location, or other relevant criteria, to ensure full representation.

Design your questionnaire

Create a well-structured questionnaire that aligns with your descriptive marketing research goals.

Keep the questions clear, concise, and easy to understand.

Write specific questions

Formulate questions that reflect your overall goals.

Use a mix of closed-ended questions and open-ended questions to capture both quantitative and qualitative data.

Distribute the questionnaire

Choose the most appropriate method for distributing your descriptive marketing research survey to your target audience.

This could include email invitations, posting on social media, or distributing paper surveys in person or via mail.

Congratulations on successfully learning how to uncover insights using descriptive marketing research.

Now, it’s time to unlock the true potential of your survey data by analyzing it.

While tools like Excel help organize data, they lack consumer research survey-specific charts, like Likert Scale Chart.

Don’t worry.

There’s an exciting solution that can take your descriptive marketing research survey data analysis to a whole new level. It’s called ChartExpo.

ChartExpo is a powerful Excel add-in that will revolutionize how you analyze your best survey questions.

With its user-friendly interface and a wide range of descriptive research survey-based charts, ChartExpo effortlessly transforms survey responses into actionable insights.

You don’t need to be a programming genius to use ChartExpo’s features.

One of ChartExpo’s standout features is the Likert Scale Chart. This chart acts as a magnifying glass, allowing you to dive deep into your survey data for hidden insights.

Try ChartExpo’s free 7-day trial and experience its full potential

How to Install ChartExpo in Excel

Let’s imagine you run an online business. You want to know whether your customers are satisfied with your products.

You’ve organized a survey to gather feedback from your customers and you’ve used the sample questions below:

• To what extent do you agree that our product meets your quality expectations?
• Do you agree that our product offers value in relation to its price?
• Would you be inclined to recommend our product to others?

Let’s further imagine you’ll use the following answer options in your descriptive marketing research survey format.

• Strongly Disagree=1
• Neither agree nor disagree=3
• Strongly Agree=5

In the coming section, we’ll use ChartExpo, and sample data to demonstrate how you can leverage a Likert Scale Chart to visualize your descriptive marketing research survey data for insights.

Before we dive into this, we’ll show you how to install ChartExpo in Excel.

To get started with ChartExpo in Excel, follow the steps below:

• Open your Microsoft Excel.
• Open the worksheet and click the Insert button to access the  My Apps

• Click the Insert button to initiate the ChartExpo engine.

• Click the Search box and type “Likert Scale Chart.”

• Highlight your data and click the Create Chart From Selection button, as shown below.

• Use the multiple-choice responses you deployed in your survey to gather responses to map your Likert Scale Chart.
• In our case we’ll use the following multiple-choice responses:

• Click the Create Chart button, as shown above.

• To add the chart header, click the Edit Chart.
• Once the Chart Header Properties window shows, fill in your header in Line 1, as shown.

• Toggle the small button below Line 2 to the right side to activate the header.
• Click the Apply button, as shown above.

• To edit the legend properties, click the pencil-like icon on the X-axis.
• Once the Legend Properties window shows, fill in your legend below the Text
• Click the Apply All button, as shown above.
• Click the Save Changes button to preserve all the changes.
• Check out the final Likert Scale chart below.

• Among the customers surveyed, 50% agreed to recommend our product to others. On the other hand, 40% did not agree, and 10% remained neutral.
• When it comes to our product price, 55% of customers agreed with it. However, 25% did not agree, and 20% chose not to answer this question.
• Regarding the quality of our product, 55% of customers agreed that it meets their expectations. Surprisingly, 45% did not agree.
• When asked about their overall response to the survey questions, 53% of customers provided a positive response, 36% gave a negative response, and 10% remained neutral.

What are the different types of descriptive surveys?

The different types of descriptive surveys are, namely, cross-sectional surveys, longitudinal surveys, correlational surveys, and retrospective surveys.

Each type focuses on different aspects of data collection and analysis, allowing you to gather insights about a specific population.

What is the aim of the descriptive survey?

The aim of a descriptive survey is to gather accurate and comprehensive insights into a specific population.

It focuses on describing and documenting characteristics, behaviors, attitudes, and other relevant factors to provide a clear understanding of your target market.

In conclusion, descriptive marketing research plays a vital role in understanding your customers’ behavior, market trends, and preferences.

Through methods such as surveys, observations, and case studies, you can gather valuable insights that drive your marketing strategies and decision-making processes.

With ChartExpo, a powerful tool designed to enhance data visualization, you can take your descriptive marketing research to the next level.

By transforming complex data into visually appealing and easily understandable charts, ChartExpo empowers you to communicate your findings effectively and make impactful presentations.

The benefits of leveraging descriptive marketing research and tools like ChartExpo are immense. you gain a comprehensive understanding of your target audience, identify market trends, benchmark performance, and create personalized marketing strategies.

By utilizing the insights derived from descriptive marketing research, you can streamline your workflow, increase efficiency, and make data-driven decisions that propel them ahead of the competition.

Try ChartExpo now and unlock the potential of your data.

How much did you enjoy this article?

We will help your ad reach the right person, at the right time

Your Data. Your Insights.

Actionable insights discovered for you. Now you can do more in less time.

PPCexpo Keyword Planner

Find the perfect keyword. surprise yourself..

PPCexpo Keyword Planner will help you align your keywords with the customers’ intent.

Free Google Ads Audit Report.

Frequent audits will help you optimize your PPC campaign for success.

ChartExpo PPC Charts

Picture a thousand numbers. see the big picture..

Visualizations give you the ability to instantly grasp the insights hidden in your numbers.

PPCexpo PPC Reports

Simple and easy ppc reporting. for everyone..

Experience the new revolution in reporting … click your way to insights, don’t scroll.

Combinations Calculator

Do the math..

Calculate the number of combinations in your PPC campaign. It may surprise you.

Insightful pay-per-click tips and tricks, delivered to your inbox weekly.

Related articles

Key Performance Indicator Report Examples: Best Tip

Why are key performance indicator report examples important? Discover why KPI reports are important and learn how to evaluate a KPI report in Excel.

Project Budget Examples: Inghts Made Clear

Explore project budget examples with our comprehensive guide. Learn what constitutes a project budget and why it is essential in project management.

What is a Step-by-Step Decision-Making Process?

Discover the ins and outs of the step-by-step decision-making process, including the different models and best practices for evaluating your decisions.

Short-term Business Goals: A Roadmap to Success

Click here to learn how to set and evaluate short-term business goals for your organization and discover the benefits of implementing them.

What is Consumer Sentiment: Key Insights

What Is Consumer Sentiment? Learn what consumer sentiment is, why it's important, and the best practices for examining and collecting consumer sentiment data.

• Pollfish School
• Market Research
• Survey Guides
• Get started

How to Conduct Descriptive Research to Advance Your Business

Descriptive research is one of the main types of survey research and makes up the majority of online surveys.

Many times, researchers need to conduct descriptive research before they attempt to problem solve, as this sort of research aims to set the scene of a problem. Moreover, it is used prior to an issue being fully realized by researchers, as it is used to probe into the background of a problem.

Because of this, descriptive research is often used as a preliminary research method. However, this is not always the case, as when researchers are fully aware of an issue, they can perform experimental research or correlational research, which can be conducted first.

But in most cases, to fully understand a situation, descriptive research is useful in that it paints a clear picture of the problem, so it is often conducted in the early stages of research, just after exploratory research.

This article offers a deep dive into descriptive research, how it’s conducted and how it can help advance your business.

Defining Descriptive Research

As its name suggests, this form of research seeks to describe the key factors of a problem, phenomenon, situation or the behaviors of a population.  

Descriptive research expounds on a population, occurrence or situation that a researcher chooses to or requires to study. As such, it aims on discovering latent details about a particular situation to fully understand it.

A preliminary research method, descriptive research forms the what, how, when and where surrounding a subject of study rather than on the why.

Before conducting research that explains why a phenomenon exists, it is critical to understand that it exists in the first place. It is also important to understand its full context, including particulars you may not have known about before conducting descriptive research. 

Descriptive research is conclusive in nature , as the data derived from this research can be used to create statistics and make educated inferences on a target population . 

The Key Aspects of Descriptive Research

Now that we have established the core meaning of descriptive research, it is critical to understand its makeup. This form of research has various qualities researchers ought to look into, to better understand its characteristics.

The following enumerates the key features of this research:

• Provides basic details regarding a research problem.
• Performed after exploratory research : it delves deeper into a hypothesis or theoretical idea established in exploratory research, while still being an early part of the overall research process.
• Fills in missing data : this is especially true when exploratory research is first performed.
• Preplanned and structured : Designed for further research around a phenomenon.
• Quantitative in nature : this research gathers numerical data used for making statistical analyses and drawing conclusions in relation to the studied population.
• Incorporates qualitative research : it can also include elements of qualitative research, to describe the research problem thoroughly. This is because descriptive research is more explanatory than exploratory or experimental.
• Uses uncontrolled variables : variables in this research are not controlled, as the researcher’s job is simply to observe and report, but not to interfere with the variables. 
• Creates statistical relevance : this method studies a population to draw statistical inferences about it. 
• Gateway for deeper research : After the results of descriptive research are collected, they can be used to power further analysis and research methods. 
• Cannot make predictions or find causal relationships: it covers the what, how, etc. aspects that can be later used for further research such as experimental, causal and prospective research. 

Why Your Business Needs Descriptive Research

Businesses need descriptive research for a variety of reasons. Firstly, it provides additional information about a topic, with details that exploratory research alone cannot . Dovetailing to this is the fact that descriptive research is still a part of the early stages of a research campaign, as it does not explain the “why” around a problem. 

Businesses benefit from this research as it is used to measure the opinions, attitudes of your current customers and potential ones , i.e., those in your target market. You can also gather information about their behaviors to help you segment them.

In addition, the information acquired through descriptive research can be used for advanced data analysis that allows business owners and marketers to draw conclusions, segment audiences, measure trends, and make well-informed decisions on how to move forward . 

Several common descriptive research surveys include the following list. You’ll notice that these deal with differing topics and purposes, though still fall under descriptive research. As such, descriptive research helps businesses better understand their customers, their employees, their communities and much more. 

Descriptive Research Survey Examples

• To understand how likely your customers will recommend your brand or particular product or service. 
• Studies a particular population at one particular point in time.
• Can help confirm or disprove a hypothesis of, for example, shopping behavior during an ad campaign.   
• Ideal for brick and mortar businesses seeking to understand their community and community needs better.
• Sets the scene on employee sentiment and satisfaction with a business.
• Useful during mergers, acquisitions, growth spurts or simple quarterly reviews.
• The Product satisfaction survey
• Focuses on the product side of a business.
• Helps you business understand how your product is being received, including the presence of any glitches. 

How Descriptive Research Differs from Correlational, Exploratory and Experimental Research

Descriptive research differs significantly from the other main types of research methods known as exploratory and correlational research.

Descriptive research is commonly confused with exploratory research. While these two research methods both involve the initial studies of a research process along with identifying a problem or situation, they differ significantly. 

Exploratory research provides information about a problem the researcher faces. It is usually the very initial research method researchers turn to. Alternatively, descriptive research pursues describing something, such as its characteristics and functions.

An exploratory research campaign provides the underpinning of upcoming research (usually descriptive research) to discover if the subject of study can be explained by a theory. Unlike descriptive research, exploratory research is not conclusive , as it is not concerned with stats and quantifying data. 

Descriptive research, on the other hand, is conclusive in nature, as it is primarily quantitative and focused on forming statistics. It is also rigid and structured, while exploratory research is flexible and unstructured. 

Correlational research differs from descriptive research in that it is designed to uncover relationships among variables to see how one may affect another or others . 

Additionally, the results of correlational research are used to make predictions of future events from present insights .

On the contrary, descriptive research seeks to create a snapshot of a studied subject and does not involve testing variables , whereas correlational research does and is primarily involved with exploring the relationships between variables.  

Experimental research is, like its name implies, highly experimental, as opposed to purely observational, such as descriptive research. Essentially the complete opposite of descriptive research in several regards. Firstly, it is related to correlational research, as it studies relationships between variables, but it takes this concept a step further.

Secondly, it works by interfering with variables . Experimental research involves manipulating variables to come to a conclusion or finding . Unlike descriptive research, it is usually conducted in the final stages of a research project.

Piggybacking off of correlational research, it seeks to find the cause and effect of causal relationships, the kind that correlational research would discover.

Additionally, unlike descriptive research, which answers “what is,” experimental research answers “what if.” 

The Advantages and Disadvantages of Descriptive Research

Descriptive research has various advantages for business owners and researchers alike. However, as with any research method, there are a few drawbacks to keep in mind as well. 

The Advantages

• Grants a relatively complete illustration of what is occurring at a given time.
• Quantifies and analyses non-quantified issues and subjects. 
• Observes a situation naturally, allowing for the observation of variables in their natural environments.
• Can use both quantitative and qualitative research techniques.
• Can be used to create new hypotheses, delve into hypotheses and hypotheticals and create new research questions.
• Provides an extensive view of a topic, finding gaps and unknown details.
• Defines and measures data trends.
• Comparisons, ex: how various demographics react with the same and different variables. 
• examining life experiences
• case studies (including personal accounts of participants)

The Disadvantages

• Cannot determine cause and effect relationships, or the causes behind any phenomena. 
• Falls prey to survey bias , as respondents may answer questions with answers that are more desirable or in line with social norms. 
• Bias can also occur from the researchers’ end when they frame the questions to fit a certain narrative. 
• Leaves scarce room for diversity in answers since the question types of descriptive research are close-ended. 

Excelling in Descriptive Research

With all the various research types available, it is key to find the most appropriate type for your needs. Descriptive research is invaluable to use in the early stages of your research around a topic, however, it is not the earliest kind to incorporate.  

It usually follows exploratory research, which lays down the foundation of a research project, including hypotheses and curiosities that descriptive research can further probe. As there are many ways to conduct descriptive research, researchers need to find concrete means for conducting them.

Surveys are a relatively quick and accessible method for carrying out descriptive research. A strong online survey platform will facilitate the descriptive research process. 

Do you want to distribute your survey? Pollfish offers you access to millions of targeted consumers to get survey responses from $0.95 per complete. Launch your survey today.

Privacy Preference Center

Privacy preferences.

The Four Types of Research Design — Everything You Need to Know

Updated: December 11, 2023

Published: January 18, 2023

When you conduct research, you need to have a clear idea of what you want to achieve and how to accomplish it. A good research design enables you to collect accurate and reliable data to draw valid conclusions.

In this blog post, we'll outline the key features of the four common types of research design with real-life examples from UnderArmor, Carmex, and more. Then, you can easily choose the right approach for your project.

Table of Contents

What is research design?

The four types of research design, research design examples.

Research design is the process of planning and executing a study to answer specific questions. This process allows you to test hypotheses in the business or scientific fields.

Research design involves choosing the right methodology, selecting the most appropriate data collection methods, and devising a plan (or framework) for analyzing the data. In short, a good research design helps us to structure our research.

Marketers use different types of research design when conducting research .

There are four common types of research design — descriptive, correlational, experimental, and diagnostic designs. Let’s take a look at each in more detail.

Researchers use different designs to accomplish different research objectives. Here, we'll discuss how to choose the right type, the benefits of each, and use cases.

Research can also be classified as quantitative or qualitative at a higher level. Some experiments exhibit both qualitative and quantitative characteristics.

Free Market Research Kit

5 Research and Planning Templates + a Free Guide on How to Use Them in Your Market Research

• SWOT Analysis Template
• Survey Template
• Focus Group Template

You're all set!

Click this link to access this resource at any time.

Experimental

An experimental design is used when the researcher wants to examine how variables interact with each other. The researcher manipulates one variable (the independent variable) and observes the effect on another variable (the dependent variable).

In other words, the researcher wants to test a causal relationship between two or more variables.

In marketing, an example of experimental research would be comparing the effects of a television commercial versus an online advertisement conducted in a controlled environment (e.g. a lab). The objective of the research is to test which advertisement gets more attention among people of different age groups, gender, etc.

Another example is a study of the effect of music on productivity. A researcher assigns participants to one of two groups — those who listen to music while working and those who don't — and measure their productivity.

The main benefit of an experimental design is that it allows the researcher to draw causal relationships between variables.

One limitation: This research requires a great deal of control over the environment and participants, making it difficult to replicate in the real world. In addition, it’s quite costly.

Best for: Testing a cause-and-effect relationship (i.e., the effect of an independent variable on a dependent variable).

Correlational

A correlational design examines the relationship between two or more variables without intervening in the process.

Correlational design allows the analyst to observe natural relationships between variables. This results in data being more reflective of real-world situations.

For example, marketers can use correlational design to examine the relationship between brand loyalty and customer satisfaction. In particular, the researcher would look for patterns or trends in the data to see if there is a relationship between these two entities.

Similarly, you can study the relationship between physical activity and mental health. The analyst here would ask participants to complete surveys about their physical activity levels and mental health status. Data would show how the two variables are related.

Best for: Understanding the extent to which two or more variables are associated with each other in the real world.

Descriptive

Descriptive research refers to a systematic process of observing and describing what a subject does without influencing them.

Methods include surveys, interviews, case studies, and observations. Descriptive research aims to gather an in-depth understanding of a phenomenon and answers when/what/where.

SaaS companies use descriptive design to understand how customers interact with specific features. Findings can be used to spot patterns and roadblocks.

For instance, product managers can use screen recordings by Hotjar to observe in-app user behavior. This way, the team can precisely understand what is happening at a certain stage of the user journey and act accordingly.

Brand24, a social listening tool, tripled its sign-up conversion rate from 2.56% to 7.42%, thanks to locating friction points in the sign-up form through screen recordings.

Carma Laboratories worked with research company MMR to measure customers’ reactions to the lip-care company’s packaging and product . The goal was to find the cause of low sales for a recently launched line extension in Europe.

The team moderated a live, online focus group. Participants were shown w product samples, while AI and NLP natural language processing identified key themes in customer feedback.

This helped uncover key reasons for poor performance and guided changes in packaging.

Shona McCombes

Other students also liked, a quick guide to experimental design | 5 steps & examples, correlational research | guide, design & examples, qualitative vs quantitative research | examples & methods.

Survey descriptive research: Method, design, and examples

• November 2, 2022

What is survey descriptive research?

The observational method: monitor people while they engage with a subject, the case study method: gain an in-depth understanding of a subject, survey descriptive research: easy and cost-effective, types of descriptive research design, what is the descriptive survey research design definition by authors, 1. quantitativeness and qualitatively, 2. uncontrolled variables, 3. natural environment, 4. provides a solid basis for further research, describe a group and define its characteristics, measure data trends by conducting descriptive marketing research, understand how customers perceive a brand, descriptive survey research design: how to make the best descriptive questionnaire, create descriptive surveys with surveyplanet.

Survey descriptive research is a quantitative method that focuses on describing the characteristics of a phenomenon rather than asking why it occurs. Doing this provides a better understanding of the nature of the subject at hand and creates a good foundation for further research.

Descriptive market research is one of the most commonly used ways of examining trends and changes in the market. It is easy, low-cost, and provides valuable in-depth information on a chosen subject.

This article will examine the basic principles of the descriptive survey study and show how to make the best descriptive survey questionnaire and how to conduct effective research.

It is often said to be quantitative research that focuses more on the what, how, when, and where instead of the why. But what does that actually mean?

The answer is simple. By conducting descriptive survey research, the nature of a phenomenon is focused upon without asking about what causes it.

The main goal of survey descriptive research is to shed light on the heart of the research problem and better understand it. The technique provides in-depth knowledge of what the research problem is before investigating why it exists.

Survey descriptive research and data collection methods

Descriptive research methods can differ based on data collection. We distinguish three main data collection methods: case study, observational method, and descriptive survey method.

Of these, the descriptive survey research method is most commonly used in fields such as market research, social research, psychology, politics, etc.

Sometimes also called the observational descriptive method, this is simply monitoring people while they engage with a particular subject. The aim is to examine people’s real-life behavior by maintaining a natural environment that does not change the respondents’ behavior—because they do not know they are being observed.

It is often used in fields such as market research, psychology, or social research. For example, customers can be monitored while dining at a restaurant or browsing through the products in a shop.

When doing case studies, researchers conduct thorough examinations of individuals or groups. The case study method is not used to collect general information on a particular subject. Instead, it provides an in-depth understanding of a particular subject and can give rise to interesting conclusions and new hypotheses.

The term case study can also refer to a sample group, which is a specific group of people that are examined and, afterward, findings are generalized to a larger group of people. However, this kind of generalization is rather risky because it is not always accurate.

Additionally, case studies cannot be used to determine cause and effect because of potential bias on the researcher’s part.

The survey descriptive research method consists of creating questionnaires or polls and distributing them to respondents, who then answer the questions (usually a mix of open-ended and closed-ended).

Surveys are the easiest and most cost-efficient way to gain feedback on a particular topic. They can be conducted online or offline, the size of the sample is highly flexible, and they can be distributed through many different channels.

When doing market research , use such surveys to understand the demographic of a certain market or population, better determine the target audience, keep track of the changes in the market, and learn about customer experience and satisfaction with products and services.

Several types of survey descriptive research are classified based on the approach used:

• Descriptive surveys gather information about a certain subject.
• Descriptive-normative surveys gather information just like a descriptive survey, after which results are compared with a norm.
• Correlative surveys explore the relationship between two variables and conclude if it is positive, neutral, or negative.

A descriptive survey research design is a methodology used in social science and other fields to gather information and describe the characteristics, behaviors, or attitudes of a particular population or group of interest. While there may not be a single definition provided by specific authors, the concept is widely understood and defined similarly across the literature.

Here’s a general definition that captures the essence of a descriptive survey research design definition by authors:

A descriptive survey research design is a systematic and structured approach to collecting data from a sample of individuals or entities within a larger population, with the primary aim of providing a detailed and accurate description of the characteristics, behaviors, opinions, or attitudes that exist within the target group. This method involves the use of surveys, questionnaires, interviews, or observations to collect data, which is then analyzed and summarized to draw conclusions about the population of interest.

It’s important to note that descriptive survey research is often used when researchers want to gain insights into a population or phenomenon, but without manipulating variables or testing hypotheses, as is common in experimental research. Instead, it focuses on providing a comprehensive overview of the subject under investigation. Researchers often use various statistical and analytical techniques to summarize and interpret the collected data in descriptive survey research.

The characteristics and advantages of a descriptive survey questionnaire

There are numerous advantages to using a descriptive survey design. First of all, it is cheap and easy to conduct. A large sample can be surveyed and extensive data gathered quickly and inexpensively.

The data collected provides both quantitative and qualitative information , which provides a holistic understanding of the topic. Moreover, it can be used in further research on this or related topics.

Here are some of the most important advantages of conducting a survey descriptive research:

The descriptive survey research design uses both quantitative and qualitative research methods. It is used primarily to conduct quantitative research and gather data that is statistically easy to analyze. However, it can also provide qualitative data that helps describe and understand the research subject.

Descriptive research explores more than one variable. However, unlike experimental research, descriptive survey research design doesn’t allow control of variables. Instead, observational methods are used during research. Even though these variables can change and have an unexpected impact on an inquiry, they will give access to honest responses.

The descriptive research is conducted in a natural environment. This way, answers gathered from responses are more honest because the nature of the research does not influence them.

The data collected through descriptive research can be used to further explore the same or related subjects. Additionally, it can help develop the next line of research and the best method to use moving forward.

Descriptive survey example: When to use a descriptive research questionnaire?

Descriptive research design can be used for many purposes. It is mainly utilized to test a hypothesis, define the characteristics of a certain phenomenon, and examine the correlations between them.

Market research is one of the main fields in which descriptive methods are used to conduct studies. Here’s what can be done using this method:

Understanding the needs of customers and their desires is the key to a business’s success. By truly understanding these, it will be possible to offer exactly what customers need and prevent them from turning to competitors.

By using a descriptive survey, different customer characteristics—such as traits, opinions, or behavior patterns—can be determined. With this data, different customer types can be defined and profiles developed that focus on their interests and the behavior they exhibit. This information can be used to develop new products and services that will be successful.

Measuring data trends is extremely important. Explore the market and get valuable insights into how consumers’ interests change over time—as well as how the competition is performing in the marketplace.

Over time, the data gathered from a descriptive questionnaire can be subjected to statistical analysis. This will deliver valuable insights.

Another important aspect to consider is brand awareness. People need to know about your brand, and they need to have a positive opinion of it. The best way to discover their perception is to conduct a brand survey , which gives deeper insight into brand awareness, perception, identity, and customer loyalty .

When conducting survey descriptive research, there are a few basic steps that are needed for a survey to be successful:

• Define the research goals.
• Decide on the research method.
• Define the sample population.
• Design the questionnaire.
• Write specific questions.
• Distribute the questionnaire.
• Analyze the data .
• Make a survey report.

First of all, define the research goals. By setting up clear objectives, every other step can be worked through. This will result in the perfect descriptive questionnaire example and collect only valuable data.

Next, decide on the research method to use—in this case, the descriptive survey method. Then, define the sample population for (that is, the target audience). After that, think about the design itself and the questions that will be asked in the survey .

If you’re not sure where to start, we’ve got you covered. As free survey software, SurveyPlanet offers pre-made themes that are clean and eye-catching, as well as pre-made questions that will save you the trouble of making new ones.

Simply scroll through our library and choose a descriptive survey questionnaire sample that best suits your needs, though our user-friendly interface can help you create bespoke questions in a process that is easy and efficient.

With a survey in hand, it will then need to be delivered to the target audience. This is easy with our survey embedding feature, which allows for the linking of surveys on a website, via emails, or by sharing on social media.

When all the responses are gathered, it’s time to analyze them. Use SurveyPlanet to easily filter data and do cross-sectional analysis. Finally, just export the results and make a survey report.

Conducting descriptive survey research is the best way to gain a deeper knowledge of a topic of interest and develop a sound basis for further research. Sign up for a free SurveyPlanet account to start improving your business today!

Photo by Scott Graham on Unsplash

What Is Descriptive Marketing Research?

• Small Business
• Advertising & Marketing
• Market Research
• ')" data-event="social share" data-info="Pinterest" aria-label="Share on Pinterest">
• ')" data-event="social share" data-info="Reddit" aria-label="Share on Reddit">
• ')" data-event="social share" data-info="Flipboard" aria-label="Share on Flipboard">

What Is Meant by Job Forecasting?

Examples of cognitive strategies, process analysis vs. data analysis.

• Work Measurement Methods
• What Happens If an Organization Doesn't Conduct a Job Analysis?

Conclusive research is a structured data collection technique that provides detailed, factual information that's useful in decision-making. Descriptive marketing research is a form of conclusive research used to describe both the composition of a group in such terms as income, gender, age and education and the characteristics of group members in regards to both current and future behavior. Examples of a group include a collection of customers, sales people, organizations or market segments. Surveys, case studies, job analyses, document analyses, and correlational studies are each a form of descriptive marketing research.

A survey gathers information from a sample to construct quantitative statistics that describe the size and attributes of a larger population. For example, descriptive statistics can be used to calculate the percentage of a population that supports the policies of a particular president. To conduct a survey, the researcher questions a sample of respondents from within a population. The survey or questionnaire may be a document to be completed by the person who is surveyed, an online questionnaire, a telephone interview or a face-to-face interview.

A case study draws conclusions from data collected regarding real-life events for decision-support purposes. For example, a case study may focus on a particular group behavior, a business process or a school's performance. To conduct a case study, detailed information regarding a participant or group is collected and summarized. This information is not intended to generate conclusions about a larger population, but rather to describe the event, individual or group that's the subject of the study.

Job Analysis

A job analysis describes and classifies jobs. For example, a job analysis may provide detailed information regarding the major tasks of a tax accountant, the environment in which he works and the physical, emotional and cognitive capacities required for an individual to be successful in the role. Whereas job analyses are used by corporations in hiring, training and evaluating employees, governments rely on the job descriptions to monitor workforce activity. In turn, psychologists focus on job characteristics to analyze issues of workplace behavior.

Documentary Analysis

Document analysis requires the collection and review of documents that are specific to a particular group in terms of the characteristics of the individual group members or their behavior. For example, government statistics provide information regarding the income, gender, age and education of the U. S. population. Document analysis requires that documents be selected according to predefined criteria that reflect the issues regarding which a researcher seeks evidence. Written agreements, website data, meeting agendas, reports and other publications can be used for this purpose.

Correlational Study

Correlational studies allow a researcher to identify an association between two variables as well as the degree to which the association holds true across multiple populations. For example, a study may focus on a man's age and his expenditures on sports equipment. A positive correlation suggests that a man will spend more on sports equipment as he grows older whereas a negative correlation suggests that he spends less with age.

• "A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics"; Sarstedt et al. ; 2011
• "Marketing Research: Methodological Foundations": Churchill et al.
• "Essentials of Marketing Research"; Zikmund et al.; 2007
• "Survey methodology"; Groves, et al.; 2009
• "International Marketing Research"; Craig, et al.; 2005

Billie Nordmeyer works as a consultant advising small businesses and Fortune 500 companies on performance improvement initiatives, as well as SAP software selection and implementation. During her career, she has published business and technology-based articles and texts. Nordmeyer holds a Bachelor of Science in accounting, a Master of Arts in international management and a Master of Business Administration in finance.

Related Articles

Forensic accounting analysis vs. audit, do nonprofits pay property taxes, how to audit trial master files, how to document a poor performance evaluation, how to conduct a personnel/hr audit, the advantages of participant observer strategy, how to establish a training program, how to identify situational leadership style, how to apply cognitive psychology to accounting, most popular.

• 1 Forensic Accounting Analysis vs. Audit
• 2 Do Nonprofits Pay Property Taxes?
• 3 How to Audit Trial Master Files
• 4 How to Document a Poor Performance Evaluation

• Descriptive Research Designs: Types, Examples & Methods

One of the components of research is getting enough information about the research problem—the what, how, when and where answers, which is why descriptive research is an important type of research. It is very useful when conducting research whose aim is to identify characteristics, frequencies, trends, correlations, and categories.

This research method takes a problem with little to no relevant information and gives it a befitting description using qualitative and quantitative research method s. Descriptive research aims to accurately describe a research problem.

In the subsequent sections, we will be explaining what descriptive research means, its types, examples, and data collection methods.

What is Descriptive Research?

Descriptive research is a type of research that describes a population, situation, or phenomenon that is being studied. It focuses on answering the how, what, when, and where questions If a research problem, rather than the why.

This is mainly because it is important to have a proper understanding of what a research problem is about before investigating why it exists in the first place. 

For example, an investor considering an investment in the ever-changing Amsterdam housing market needs to understand what the current state of the market is, how it changes (increasing or decreasing), and when it changes (time of the year) before asking for the why. This is where descriptive research comes in.

What Are The Types of Descriptive Research?

Descriptive research is classified into different types according to the kind of approach that is used in conducting descriptive research. The different types of descriptive research are highlighted below:

• Descriptive-survey

Descriptive survey research uses surveys to gather data about varying subjects. This data aims to know the extent to which different conditions can be obtained among these subjects.

For example, a researcher wants to determine the qualification of employed professionals in Maryland. He uses a survey as his research instrument , and each item on the survey related to qualifications is subjected to a Yes/No answer. 

This way, the researcher can describe the qualifications possessed by the employed demographics of this community. 

• Descriptive-normative survey

This is an extension of the descriptive survey, with the addition being the normative element. In the descriptive-normative survey, the results of the study should be compared with the norm.

For example, an organization that wishes to test the skills of its employees by a team may have them take a skills test. The skills tests are the evaluation tool in this case, and the result of this test is compared with the norm of each role.

If the score of the team is one standard deviation above the mean, it is very satisfactory, if within the mean, satisfactory, and one standard deviation below the mean is unsatisfactory.

• Descriptive-status

This is a quantitative description technique that seeks to answer questions about real-life situations. For example, a researcher researching the income of the employees in a company, and the relationship with their performance.

A survey will be carried out to gather enough data about the income of the employees, then their performance will be evaluated and compared to their income. This will help determine whether a higher income means better performance and low income means lower performance or vice versa.

• Descriptive-analysis

The descriptive-analysis method of research describes a subject by further analyzing it, which in this case involves dividing it into 2 parts. For example, the HR personnel of a company that wishes to analyze the job role of each employee of the company may divide the employees into the people that work at the Headquarters in the US and those that work from Oslo, Norway office.

A questionnaire is devised to analyze the job role of employees with similar salaries and who work in similar positions.

• Descriptive classification

This method is employed in biological sciences for the classification of plants and animals. A researcher who wishes to classify the sea animals into different species will collect samples from various search stations, then classify them accordingly.

• Descriptive-comparative

In descriptive-comparative research, the researcher considers 2 variables that are not manipulated, and establish a formal procedure to conclude that one is better than the other. For example, an examination body wants to determine the better method of conducting tests between paper-based and computer-based tests.

A random sample of potential participants of the test may be asked to use the 2 different methods, and factors like failure rates, time factors, and others will be evaluated to arrive at the best method.

• Correlative Survey

Correlative surveys are used to determine whether the relationship between 2 variables is positive, negative, or neutral. That is, if 2 variables say X and Y are directly proportional, inversely proportional or are not related to each other.

Examples of Descriptive Research

There are different examples of descriptive research, that may be highlighted from its types, uses, and applications. However, we will be restricting ourselves to only 3 distinct examples in this article.

• Comparing Student Performance:

An academic institution may wish 2 compare the performance of its junior high school students in English language and Mathematics. This may be used to classify students based on 2 major groups, with one group going ahead to study while courses, while the other study courses in the Arts & Humanities field.

Students who are more proficient in mathematics will be encouraged to go into STEM and vice versa. Institutions may also use this data to identify students’ weak points and work on ways to assist them.

• Scientific Classification

During the major scientific classification of plants, animals, and periodic table elements, the characteristics and components of each subject are evaluated and used to determine how they are classified.

For example, living things may be classified into kingdom Plantae or kingdom animal is depending on their nature. Further classification may group animals into mammals, pieces, vertebrae, invertebrae, etc. 

All these classifications are made a result of descriptive research which describes what they are.

• Human Behavior

When studying human behaviour based on a factor or event, the researcher observes the characteristics, behaviour, and reaction, then use it to conclude. A company willing to sell to its target market needs to first study the behaviour of the market.

This may be done by observing how its target reacts to a competitor’s product, then use it to determine their behaviour.

What are the Characteristics of Descriptive Research?  

The characteristics of descriptive research can be highlighted from its definition, applications, data collection methods, and examples. Some characteristics of descriptive research are:

• Quantitativeness

Descriptive research uses a quantitative research method by collecting quantifiable information to be used for statistical analysis of the population sample. This is very common when dealing with research in the physical sciences.

• Qualitativeness

It can also be carried out using the qualitative research method, to properly describe the research problem. This is because descriptive research is more explanatory than exploratory or experimental.

• Uncontrolled variables

In descriptive research, researchers cannot control the variables like they do in experimental research.

• The basis for further research

The results of descriptive research can be further analyzed and used in other research methods. It can also inform the next line of research, including the research method that should be used.

This is because it provides basic information about the research problem, which may give birth to other questions like why a particular thing is the way it is.

Why Use Descriptive Research Design?  

Descriptive research can be used to investigate the background of a research problem and get the required information needed to carry out further research. It is used in multiple ways by different organizations, and especially when getting the required information about their target audience.

• Define subject characteristics :

It is used to determine the characteristics of the subjects, including their traits, behaviour, opinion, etc. This information may be gathered with the use of surveys, which are shared with the respondents who in this case, are the research subjects.

For example, a survey evaluating the number of hours millennials in a community spends on the internet weekly, will help a service provider make informed business decisions regarding the market potential of the community.

• Measure Data Trends

It helps to measure the changes in data over some time through statistical methods. Consider the case of individuals who want to invest in stock markets, so they evaluate the changes in prices of the available stocks to make a decision investment decision.

Brokerage companies are however the ones who carry out the descriptive research process, while individuals can view the data trends and make decisions.

Descriptive research is also used to compare how different demographics respond to certain variables. For example, an organization may study how people with different income levels react to the launch of a new Apple phone.

This kind of research may take a survey that will help determine which group of individuals are purchasing the new Apple phone. Do the low-income earners also purchase the phone, or only the high-income earners do?

Further research using another technique will explain why low-income earners are purchasing the phone even though they can barely afford it. This will help inform strategies that will lure other low-income earners and increase company sales.

• Validate existing conditions

When you are not sure about the validity of an existing condition, you can use descriptive research to ascertain the underlying patterns of the research object. This is because descriptive research methods make an in-depth analysis of each variable before making conclusions.

• Conducted Overtime

Descriptive research is conducted over some time to ascertain the changes observed at each point in time. The higher the number of times it is conducted, the more authentic the conclusion will be.

What are the Disadvantages of Descriptive Research?  

• Response and Non-response Bias

Respondents may either decide not to respond to questions or give incorrect responses if they feel the questions are too confidential. When researchers use observational methods, respondents may also decide to behave in a particular manner because they feel they are being watched.

• The researcher may decide to influence the result of the research due to personal opinion or bias towards a particular subject. For example, a stockbroker who also has a business of his own may try to lure investors into investing in his own company by manipulating results.
• A case-study or sample taken from a large population is not representative of the whole population.
• Limited scope:The scope of descriptive research is limited to the what of research, with no information on why thereby limiting the scope of the research.

What are the Data Collection Methods in Descriptive Research?  

There are 3 main data collection methods in descriptive research, namely; observational method, case study method, and survey research.

1. Observational Method

The observational method allows researchers to collect data based on their view of the behaviour and characteristics of the respondent, with the respondents themselves not directly having an input. It is often used in market research, psychology, and some other social science research to understand human behaviour.

It is also an important aspect of physical scientific research, with it being one of the most effective methods of conducting descriptive research . This process can be said to be either quantitative or qualitative.

Quantitative observation involved the objective collection of numerical data , whose results can be analyzed using numerical and statistical methods. 

Qualitative observation, on the other hand, involves the monitoring of characteristics and not the measurement of numbers. The researcher makes his observation from a distance, records it, and is used to inform conclusions.

2. Case Study Method

A case study is a sample group (an individual, a group of people, organizations, events, etc.) whose characteristics are used to describe the characteristics of a larger group in which the case study is a subgroup. The information gathered from investigating a case study may be generalized to serve the larger group.

This generalization, may, however, be risky because case studies are not sufficient to make accurate predictions about larger groups. Case studies are a poor case of generalization.

3. Survey Research

This is a very popular data collection method in research designs. In survey research, researchers create a survey or questionnaire and distribute it to respondents who give answers.

Generally, it is used to obtain quick information directly from the primary source and also conducting rigorous quantitative and qualitative research. In some cases, survey research uses a blend of both qualitative and quantitative strategies.

Survey research can be carried out both online and offline using the following methods

• Online Surveys: This is a cheap method of carrying out surveys and getting enough responses. It can be carried out using Formplus, an online survey builder. Formplus has amazing tools and features that will help increase response rates.
• Offline Surveys: This includes paper forms, mobile offline forms , and SMS-based forms.

What Are The Differences Between Descriptive and Correlational Research?  

Before going into the differences between descriptive and correlation research, we need to have a proper understanding of what correlation research is about. Therefore, we will be giving a summary of the correlation research below.

Correlational research is a type of descriptive research, which is used to measure the relationship between 2 variables, with the researcher having no control over them. It aims to find whether there is; positive correlation (both variables change in the same direction), negative correlation (the variables change in the opposite direction), or zero correlation (there is no relationship between the variables).

Correlational research may be used in 2 situations;

(i) when trying to find out if there is a relationship between two variables, and

(ii) when a causal relationship is suspected between two variables, but it is impractical or unethical to conduct experimental research that manipulates one of the variables. 

Below are some of the differences between correlational and descriptive research:

• Definitions :

Descriptive research aims is a type of research that provides an in-depth understanding of the study population, while correlational research is the type of research that measures the relationship between 2 variables. 

• Characteristics :

Descriptive research provides descriptive data explaining what the research subject is about, while correlation research explores the relationship between data and not their description.

• Predictions :

 Predictions cannot be made in descriptive research while correlation research accommodates the possibility of making predictions.

Descriptive Research vs. Causal Research

Descriptive research and causal research are both research methodologies, however, one focuses on a subject’s behaviors while the latter focuses on a relationship’s cause-and-effect. To buttress the above point, descriptive research aims to describe and document the characteristics, behaviors, or phenomena of a particular or specific population or situation. 

It focuses on providing an accurate and detailed account of an already existing state of affairs between variables. Descriptive research answers the questions of “what,” “where,” “when,” and “how” without attempting to establish any causal relationships or explain any underlying factors that might have caused the behavior.

Causal research, on the other hand, seeks to determine cause-and-effect relationships between variables. It aims to point out the factors that influence or cause a particular result or behavior. Causal research involves manipulating variables, controlling conditions or a subgroup, and observing the resulting effects. The primary objective of causal research is to establish a cause-effect relationship and provide insights into why certain phenomena happen the way they do.

Descriptive Research vs. Analytical Research

Descriptive research provides a detailed and comprehensive account of a specific situation or phenomenon. It focuses on describing and summarizing data without making inferences or attempting to explain underlying factors or the cause of the factor. 

It is primarily concerned with providing an accurate and objective representation of the subject of research. While analytical research goes beyond the description of the phenomena and seeks to analyze and interpret data to discover if there are patterns, relationships, or any underlying factors. 

It examines the data critically, applies statistical techniques or other analytical methods, and draws conclusions based on the discovery. Analytical research also aims to explore the relationships between variables and understand the underlying mechanisms or processes involved.

Descriptive Research vs. Exploratory Research

Descriptive research is a research method that focuses on providing a detailed and accurate account of a specific situation, group, or phenomenon. This type of research describes the characteristics, behaviors, or relationships within the given context without looking for an underlying cause. 

Descriptive research typically involves collecting and analyzing quantitative or qualitative data to generate descriptive statistics or narratives. Exploratory research differs from descriptive research because it aims to explore and gain firsthand insights or knowledge into a relatively unexplored or poorly understood topic. 

It focuses on generating ideas, hypotheses, or theories rather than providing definitive answers. Exploratory research is often conducted at the early stages of a research project to gather preliminary information and identify key variables or factors for further investigation. It involves open-ended interviews, observations, or small-scale surveys to gather qualitative data.

Read More – Exploratory Research: What are its Method & Examples?

Descriptive Research vs. Experimental Research

Descriptive research aims to describe and document the characteristics, behaviors, or phenomena of a particular population or situation. It focuses on providing an accurate and detailed account of the existing state of affairs. 

Descriptive research typically involves collecting data through surveys, observations, or existing records and analyzing the data to generate descriptive statistics or narratives. It does not involve manipulating variables or establishing cause-and-effect relationships.

Experimental research, on the other hand, involves manipulating variables and controlling conditions to investigate cause-and-effect relationships. It aims to establish causal relationships by introducing an intervention or treatment and observing the resulting effects. 

Experimental research typically involves randomly assigning participants to different groups, such as control and experimental groups, and measuring the outcomes. It allows researchers to control for confounding variables and draw causal conclusions.

Related – Experimental vs Non-Experimental Research: 15 Key Differences

Descriptive Research vs. Explanatory Research

Descriptive research focuses on providing a detailed and accurate account of a specific situation, group, or phenomenon. It aims to describe the characteristics, behaviors, or relationships within the given context. 

Descriptive research is primarily concerned with providing an objective representation of the subject of study without explaining underlying causes or mechanisms. Explanatory research seeks to explain the relationships between variables and uncover the underlying causes or mechanisms. 

It goes beyond description and aims to understand the reasons or factors that influence a particular outcome or behavior. Explanatory research involves analyzing data, conducting statistical analyses, and developing theories or models to explain the observed relationships.

Descriptive Research vs. Inferential Research

Descriptive research focuses on describing and summarizing data without making inferences or generalizations beyond the specific sample or population being studied. It aims to provide an accurate and objective representation of the subject of study. 

Descriptive research typically involves analyzing data to generate descriptive statistics, such as means, frequencies, or percentages, to describe the characteristics or behaviors observed.

Inferential research, however, involves making inferences or generalizations about a larger population based on a smaller sample. 

It aims to draw conclusions about the population characteristics or relationships by analyzing the sample data. Inferential research uses statistical techniques to estimate population parameters, test hypotheses, and determine the level of confidence or significance in the findings.

Related – Inferential Statistics: Definition, Types + Examples

Conclusion  

The uniqueness of descriptive research partly lies in its ability to explore both quantitative and qualitative research methods. Therefore, when conducting descriptive research, researchers have the opportunity to use a wide variety of techniques that aids the research process.

Descriptive research explores research problems in-depth, beyond the surface level thereby giving a detailed description of the research subject. That way, it can aid further research in the field, including other research methods .

It is also very useful in solving real-life problems in various fields of social science, physical science, and education.

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

• descriptive research
• descriptive research method
• example of descriptive research
• types of descriptive research
• busayo.longe

You may also like:

Extrapolation in Statistical Research: Definition, Examples, Types, Applications

In this article we’ll look at the different types and characteristics of extrapolation, plus how it contrasts to interpolation.

Cross-Sectional Studies: Types, Pros, Cons & Uses

In this article, we’ll look at what cross-sectional studies are, how it applies to your research and how to use Formplus to collect...

Type I vs Type II Errors: Causes, Examples & Prevention

This article will discuss the two different types of errors in hypothesis testing and how you can prevent them from occurring in your research

Acceptance Sampling: Meaning, Examples, When to Use

In this post, we will discuss extensively what acceptance sampling is and when it is applied.

Formplus - For Seamless Data Collection

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

• Survey Software The world’s leading omnichannel survey software
• Online Survey Tools Create sophisticated surveys with ease.
• Mobile Offline Conduct efficient field surveys.
• Text Analysis
• Close The Loop
• Automated Translations
• NPS Dashboard
• CATI Manage high volume phone surveys efficiently
• Cloud/On-premise Dialer TCPA compliant Cloud & on-premise dialer
• IVR Survey Software Boost productivity with automated call workflows.
• Analytics Analyze survey data with visual dashboards
• Panel Manager Nurture a loyal community of respondents.
• Survey Portal Best-in-class user friendly survey portal.
• Voxco Audience Conduct targeted sample research in hours.

Find the best survey software for you! (Along with a checklist to compare platforms)

Get Buyer’s Guide

• 100+ question types
• Drag-and-drop interface
• Skip logic and branching
• Multi-lingual survey
• Text piping
• Question library
• CSS customization
• White-label surveys
• Customizable ‘Thank You’ page
• Customizable survey theme
• Reminder send-outs
• Survey rewards
• Social media
• Website surveys
• Correlation analysis
• Cross-tabulation analysis
• Trend analysis
• Real-time dashboard
• Customizable report
• Email address validation
• Recaptcha validation
• SSL security

Take a peek at our powerful survey features to design surveys that scale discoveries.

Download feature sheet.

• Hospitality
• Financial Services
• Academic Research
• Customer Experience
• Employee Experience
• Product Experience
• Market Research
• Social Research
• Data Analysis

Explore Voxco 

Need to map Voxco’s features & offerings? We can help!

Watch a Demo 

Download Brochures 

Get a Quote

• NPS Calculator
• CES Calculator
• A/B Testing Calculator
• Margin of Error Calculator
• Sample Size Calculator
• CX Strategy & Management Hub
• Market Research Hub
• Patient Experience Hub
• Employee Experience Hub
• Market Research Guide
• Customer Experience Guide
• The Voxco Guide to Customer Experience
• NPS Knowledge Hub
• Survey Research Guides
• Survey Template Library
• Webinars and Events
• Feature Sheets
• Try a sample survey
• Professional services

Find the best customer experience platform

Uncover customer pain points, analyze feedback and run successful CX programs with the best CX platform for your team.

Get the Guide Now

We’ve been avid users of the Voxco platform now for over 20 years. It gives us the flexibility to routinely enhance our survey toolkit and provides our clients with a more robust dataset and story to tell their clients.

VP Innovation & Strategic Partnerships, The Logit Group

• Client Stories
• Voxco Reviews
• Why Voxco Research?
• Careers at Voxco
• Vulnerabilities and Ethical Hacking

Explore Regional Offices

• Cloud/On-premise Dialer TCPA compliant Cloud on-premise dialer
• Predictive Analytics
• Customer 360
• Customer Loyalty
• Fraud & Risk Management
• AI/ML Enablement Services
• Credit Underwriting

Get Buyer’s Guide

• SMS surveys
• Banking & Financial Services
• Retail Solution
• Risk Management
• Customer Lifecycle Solutions
• Net Promoter Score
• Customer Behaviour Analytics
• Customer Segmentation
• Data Unification

Explore Voxco 

Watch a Demo 

Download Brochures 

• CX Strategy & Management Hub
• Blogs & White papers
• Case Studies

VP Innovation & Strategic Partnerships, The Logit Group

• Why Voxco Intelligence?
• Our clients
• Client stories
• Featuresheets

Descriptive Research: Definition, Methods & Examples

• August 19, 2021

Voxco’s Descriptive Research guide helps uncover the how, when, what, and where questions in a research problem

SHARE THE ARTICLE ON

When you are a store manager in a convenience store, and you have to make a 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 you want to explore before fully realizing it. The information helps you identify the problem. 

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

What is descriptive research?

Descriptive research refers to the research method that describes the characteristics of the variables you are studying. This methodology focuses on answering questions to the “WHAT” than the “WHY” of the research question. The primary focus of this research method is to 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 research process.

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 only focus on the population’s demographics. 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. 

They want to understand the buying behavior of the population, 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 software or social research software .

Voxco’s omnichannel survey software helps you collect insights from multiple channels using a single platform.

See the true power of using an integrated survey platform to conduct online, offline, and phone surveys along with a built-in analytical suite.

What are the characteristics of descriptive research?

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

• Quantitative research
• Nature of variables
• Cross-sectional studies
• Directs future research

Let’s discuss these four characteristics in detail. 

1. Quantitative research:

It is quantitative as it attempts to collect and statistically analyze information. 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; thus, the researcher cannot control the nature and 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 identifies the patterns between variables and describes them, researchers can further study the data collected here. It guides researchers to discover further why such patterns have been found and their association. Hence, it gives researchers a direction toward insightful market research.

What are the methods of conducting descriptive research?

Primarily, there are three descriptive research methods: 

• Observation,
• Survey, & 

We have explained how you can conduct this research type in three different ways. Each method 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 survey analytics software . 

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 a customer’s satisfaction with their recent purchases by asking them to rate their satisfaction on a Likert scale ranging from 1 (extremely unsatisfied) to 7 (extremely 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 enrich 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 using online or offline survey tools . 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 developing a hypothesis to explore a phenomenon further. 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 ]

Read how Voxco helped Brain Research improve research productivity by 60%.

“The platform extends our ability to productively manage our busy intercept survey projects, and the confidence to support major new clients.”

Laura Ruvalcaba, President & CEO, Brain 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 the target population at a specific 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.

Guide to Descriptive Research

Learn the key steps of conducting descriptive research to uncover breakthrough insights into your target market.

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 research method 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 may perform well in terms of sales. You can also study what circumstances influence the market shares and when they are likely to increase or decrease. 

This research type can help you gather the demographic data of the consumers.

2. Consumer Perception and Behavior Studies

You can use this research method to analyze what consumers think about the brand. You can evaluate their perceptions about the products 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 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.

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 respondents’ attitudes and opinions 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. This information will help the company make informed decisions regarding its products and brands. 

One-stop-shop to gather, measure, uncover, and act on insightful data.

Curious about the price? Click below to get a personalized quote.

2. Analyzing trends in data

You can use statistical data analysis to 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 react to the new launch. If they discover that the new range of clothes has worked effectively for one group (Gen Z) but not the other, the company may stop producing clothes for the other group.

Leverage a data analysis platform that allows you to conduct advanced statistical analysis and offers a data analytics dashboard to track real-time data.

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 research method helps companies 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 as 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 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 men’s age and 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.

Download Market Research Tool kit

5 MR templates + MR trends guide + Online survey guide + Agile MR guide

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. 

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. 

A company studies the behavior of its customers to identify its target market before it launches a new product. This is another use case of how brands 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. 

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 their choice of flavor, taste, foods, drinks, and more. 

Now that we’ve seen how you can use this research method for your research purpose, let’s also see the advantages & disadvantages of the research.

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. Before diving into the experiments, let’s see some of the reasons why you should be conducting this research. 

1. Primary data collection

In this type of descriptive 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 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. You can conduct descriptive research using an all-in-one solution such as Voxco. Leverage a platform that gives you the capability of the best market research software to conduct customer, product, and brand research.

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 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 observer’s presence 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 data representativeness. It occurs when 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.

Voxco is trusted by 500+ global brands and top 50 MR firms to gather insights and take actions.

See how Voxco can help enhance your research efficiency.

Wrapping up;

So that sums up our descriptive research guide. It is a wide concept that demands a conceptual framework for descriptive design and a thorough understanding of descriptive survey design . 

Naturally, it becomes essential that you adopt online survey tools that facilitates all of the above and provides ample room for insightful research.  

Voxco’s omnichannel survey software allows you to create interactive surveys, deploy them across multiple channels, and conduct data analysis in one platform.

This research method enables you to explain and describe the characteristics of a target population. The descriptive research method helps you uncover deeper insights into various aspects of the target population, such as who, what, when, where, and how. 

There are many data collection methods you can use to collect descriptive research data. For example, you can perform the research via surveys (online, phone, or offline), case studies, observations, and archival research.

Here are some key characteristics of this research methodology: 

This research type helps you describe the characteristics, behavior, opinions, and perspectives of the population or research subject. 

The data gathered from descriptive research is a reliable and comprehensive source of explanation of the research subject. 

In this methodology, the researcher focuses on observing and reporting on the natural relationship between the variables. There is no manipulation of variables or establishing a cause-and-effect relationship.

Descriptive research offers many advantages. 

Descriptive research methods are simple and easy to design and conduct. You don’t need research expertise for this research design in comparison to conducting more complex research. 

This research method is more cost-effective than other research methodologies, particularly experimental research designs. 

The descriptive research method enables you to collect qualitative and quantitative data. The research data helps extract valuable insights and supports further root-cause analysis.

Descriptive research methodology also has some limitations, here are some of those: 

Descriptive research data may generate insights specific to a population under study. This limits your ability to generalize the results to a wider population, which makes the data less representative. 

The data collection approaches and observation biases can lead to bias in the research method, which can negatively impact the accuracy and reliability of the research findings.

Join the network of 500+ happy survey creators.

Explore all the survey question types possible on Voxco

Explore Voxco Survey Software

+ Omnichannel Survey Software 

+ Online Survey Software 

+ CATI Survey Software 

+ IVR Survey Software 

+ Market Research Tool

+ Customer Experience Tool 

+ Product Experience Software 

+ Enterprise Survey Software 

Research vs Evaluation – a look into their differences

Understanding the Distinct Worlds of Research & Evaluation SHARE THE ARTICLE ON Table of Contents Research and Evaluation are two totally different disciplines, even if

Transactional NPS vs Relationship NPS

Transactional NPS® vs Relationship NPS® SHARE THE ARTICLE ON Table of Contents What is NPS®? Net Promoter Score®, or NPS®, is a metric that is

How to use Research Technology to Gather Data Ethically?

How to Use Research Technology to Gather Data Ethically For Your Market Research? SHARE THE ARTICLE ON Table of Contents Big data is being leveraged

Survey Prizes

Survey Features Survey Prizes Get a free evaluation Unlock your Sample Survey Get your current survey solution evaluated by our experts. With companies innovating products/services

Market Research Examples

Market Research Examples: Unveiling the Power of Data SHARE THE ARTICLE ON Table of Contents In the fast-paced and ever-evolving world of business, staying ahead

How Does AI Improve Customer Loyalty?

How Does AI Improve Customer Loyalty ? SHARE THE ARTICLE ON Share on facebook Share on twitter Share on linkedin Table of Contents Retaining customers who

We use cookies in our website to give you the best browsing experience and to tailor advertising. By continuing to use our website, you give us consent to the use of cookies. Read More

Looking for the best research tools?

Voxco offers the best online & offline survey research tools!

Marketing91

Descriptive Research – Characteristics, Methods, Examples, Advantages

June 12, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Descriptive research is a type of research that provides an in-depth description of the phenomenon or population under study. Descriptive research is neither in the category of qualitative research nor in the class of quantitative research, but it uses the features of both types of research.

Descriptive research emphasizes what kind of question to be asked in the research study. The descriptive research provides the answer to the “what” part of a research and does not answer the questions why/when/how.

Descriptive research is a suitable choice if you want to learn about the trends of a particular field or the frequency of an event. This research is also an appropriate option when you do not have any information about the research problem, and primary information gathering is required to establish a hypothesis. In this article, you will learn about the characteristics, methods, examples, advantages, and disadvantages of descriptive research.

Table of Contents

Characteristics of Descriptive Research

1. Statistical Outcome

Descriptive research answers the “what” questions in statistical form. As the output is in emphasizes form, it is easy for the researcher to deduce results and implement them. Because of this characteristic of descriptive research, it is popularly used in market researches.

2. The basis for secondary research

The results obtained from descriptive research is in statistical form. Therefore, it can also be used as secondary data for similar research problems. In addition to this, different research techniques can be applied to the data for the analysis of various factors of the research problem.

3. Unrestrained variable

Random variables are used in descriptive research. Therefore, it is not in the hands of researchers to control the variables of descriptive research. In descriptive research, the natural behavior of participants is observed to learn about them.

4. Natural setting

Descriptive researches are usually conducted in natural settings. For example, you can distribute questionnaires of surveys among random people, or in an observational method, you can observe the behavior of people in a particular environment. For example, if you want to learn about the buying behavior of people, then you can go to a supermarket and observe people.

5. Cross-sectional study

In descriptive research, different aspects of a single group are studied and compared to gain a different insight into the group.

Methods of Descriptive Research

There are three methods of descriptive research

1. Case study method

The case study method refers to the in-depth and detailed study of the subject, person or case, which is to be studied. A case study involves a formal research method to carry out the research. Using the outcomes obtained from the case study research hypothesis can be established, which can be used to expand the horizons of research.

However, case study research is not suitable to determine the relationship between cause and effect as it does not provide accurate results. Moreover, the outcome of the case study method is relevant to that particular case and similar cases and can’t be generalised. Case studies are focused on interesting and unusual cases that are complex and challenging and provide additional information about a particular case.

For example, in a medical case study, researchers study a rare medical case to get more knowledge about the medical case. Similarly, case study methods are used by scientists to learn about unusual phenomenon.

2. Observational Method

Observational research is a type of non- experimental research . Observational research can be defined as a type of research where the researcher observes the ongoing behaviors of the subject being studied. Observational research is majorly used in the marketing and social science fields. In observational research, the researcher finds the actions of subjects under study in their natural setting.

Observational methods are different from experimental research methods because, in experimental research methods, an artificial environment is created for the subjects under study. An observational study can be of two types, naturalistic observation or participant observation. A naturalistic observation study means the study of subjects when they are at their natural behavior.

In participant observation, people being observed in the research study are aware of the observation. They are asked to take part in the observation study. Observational research methods are suitable for studying the behavior of subjects under the study. However, this research is incapable of providing information about the actual cause of the behaviours of subjects under study.

3. Survey Research

Survey research is one of the most popular and easy forms of research to obtain information or to collect data. A questionnaire is prepared to contain questions related to the research problem either on paper or in any digital format. These questionnaires are distributed among random people in the hope of getting their accurate opinion.

The survey research method is popularly used in University researches and business researches. Survey research is also called primary research and can be used with other research methods to obtain accurate outcomes.

Moreover, data collected from survey research can be used as secondary research data by other researchers.

Examples of descriptive research

Let us take the case of a sports clothing brand . The sports brand wants to set up a business in selling gym gears. They want to know about in detail about the kind of clothes people want to wear while exercising in the gym. To get in-depth information about the preference of people, they adopted two descriptive methods one is naturalistic observation, and the other is a survey.

In naturalistic observation, they started observing people at different gyms and silently learn about the kind of clothes they prefer to wear. To know more about their choices, they conducted a survey and distributed questionnaire containing questions like How much would they like to spend on a sports track pant?

What color of gym gear do they prefer to wear while working out? Answer to these questions will provide them the knowledge that was difficult to obtain through observing.

A restaurant planned to start to serve continental food to its customers. Therefore, to learn about the choice of people in flavor and taste, they an observation method to learn about what kind of spreads, herbs, and meat preferred by people.

Here is a video by Marketing91 on Descriptive Research.

Advantages of descriptive research

• Data collected from descriptive research is helpful in important decision-making because the data is obtained from a large population. Because using the descriptive survey method, statistical information can be obtained, and analysis of that data can be made to deduce desired results.
• A variety of data can be obtained using different descriptive research methods like surveys, observation, and vase study. These three research methods provide different type of data which can be used to analysis for a research problem. For example, using the case study research method can be used to develop a hypothesis about a research problem.
• One advantage of descriptive research over other research methods is that it is cheap and quick to conduct descriptive research. You don’t require having a great place dedicated only to research. Descriptive research like observation research can be held in natural settings, and you can distribute surveys to people online or get them answered by random people at your business place or other public places.
• Descriptive research provides both quantitative and qualitative data. The variety of data provides a holistic understanding of the research problem.
• Descriptive research can be conducted in natural settings. There is no need to have a designated space to conduct research using any of the descriptive research methods.

Disadvantages of descriptive research

• Descriptive methods only provide the answers for “what” and do not answer the why and how. Therefore, descriptive research methods are not suitable for determining cause and effect relationships.
• Descriptive methods mainly depend on the responses of people. There are chances that people might not act their true selves if they know they are being observed. In the case of the survey method, there are chances that some people don’t answer the questions honestly, which makes the output of the descriptive research study invalid. Because the results derived from this type of data will not be accurate.
• Another problem associated with descriptive research is the halo effect. A researcher might get partial if he knows the participant personally. The observations made in this way would be considered invalid.
• In descriptive research methods, participants are picked randomly. The randomness of the sample can’t represent the whole population accurately.

Liked this post? Check out the complete series on Market research

Related posts:

• What is Behavioral research? Importance, Methods & Examples
• Field Research – Reasons And Methods
• Research Methodology – Overview, Types and Methods
• What is Research Design? Type of Research Designs
• How to Write Research Proposal? Research Proposal Format
• 7 Key Differences between Research Method and Research Methodology
• Qualitative Research: Meaning, and Features of Qualitative Research
• Research Ethics – Importance and Principles of Ethics in Research
• What is Advertising? Advertising Methods and Advantages
• 11 Characteristics of Qualitative Research

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

All Knowledge Banks (Hub Pages)

• Marketing Hub
• Management Hub
• Marketing Strategy
• Advertising Hub
• Branding Hub
• Market Research
• Small Business Marketing
• Sales and Selling
• Marketing Careers
• Internet Marketing
• Business Model of Brands
• Marketing Mix of Brands
• Brand Competitors
• Strategy of Brands
• SWOT of Brands
• Customer Management
• Top 10 Lists

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

• About Marketing91
• Marketing91 Team
• Privacy Policy
• Cookie Policy
• Terms of Use
• Editorial Policy

WE WRITE ON

• Digital Marketing
• Human Resources
• Operations Management
• Marketing News
• Marketing mix's
• Competitors

What Is Descriptive Research?

Jan 29, 2020

There are many methods of marketing research that traverse a variety of industries. We’ve already talked about  ethnographic research  and how it compares to marketing research methods. Descriptive research, while somewhat similar, is different in that specific marketing research methods actually fall under it.

Descriptive research is a methodology that is not exclusive to market researchers but one that can apply to a variety of research methods used in healthcare, psychology, and education. At its core, descriptive research seeks to describe the characteristics or behavior of an audience. While it’s not grounded in statistics, and usually leans towards more qualitative methods, it can include quantifiable data as well.

The purpose of descriptive research is, of course, to describe, as well as explain, or validate some sort of hypothesis or objective when it comes to a specific group of people. There are three main methods of descriptive research:

• Observation:  There are two methods of observation including in-field and lab observation. In-field observation requires viewing or recording of an audience in their natural environment. Lab observation, on the other hand, is driven by the scientific method and audiences undergo observation in a more controlled test environment.
• Case Studies:  Case studies involve a more in-depth analysis of an individual or smaller audience.
• Surveys:  Likely the most familiar method of descriptive research, surveys involve interviews or discussions with larger audiences and are often conducted on more specific topics.

Each of these three methods of descriptive research serves its own purpose. However, we find that leveraging a unique combination of surveys and discussions is often the most effective in meeting many marketing objectives.

Leveraging Descriptive Research Methods

Too often surveys depart from the primary objectives of descriptive research. For example, a need for quantifiable data and validation can detract from descriptive objectives and the need to understand an audience first. However, focus groups and our exploratory research design supplement this departure.

Specifically, exploratory research is meant to do exactly what descriptive research hopes to achieve but in a more manageable way. Through online discussions, researchers can interpret conversations that describe, evaluate, or document behaviors. Respondents are able to portray everything from attitudes and feelings to processes, reactions, relationships, and more.

When taking advantage of any research method, there are always considerations to keep in mind. In the case of descriptive research, there are two specific types of bias to avoid in order to remain objective and avoid errors in insights:

• Ecological Fallacy:  Drawing conclusions about an individual based on the analysis of a larger group.
• Exception Fallacy:  The opposite of ecological fallacy, this is drawing conclusions about a group of people based on one individual—similar to stereotyping.

Targeting the appropriate audience will help avoid this bias. The right respondents who find the topic of research relatable and applicable to their daily lives will also help garner more detailed discussions. To learn more about how we incorporate both qualitative and quantitative methods of descriptive research, download the  eGuide below. You’ll also learn the differences and benefits of combining the two methodologies.

Want to stay up to date latest GutCheck blog posts?

Follow us on, check out our most recent blog posts.

When Vocation and Avocation Collide

Jun 13, 2023

At GutCheck, we have four brand pillars upon which we build our business. One of those is to 'lead...

Reflections on Season 1 of Gutsiest Brands

Jun 1, 2023

Understanding people is at the heart of market research. Sure, companies want to know what ideas...

Permission to Evolve with Miguel Garcia Castillo

Apr 20, 2023

(highlights from Episode #22 of the Gutsiest Brands podcast) Check out the latest lessons from our...

Why GutCheck?

• Explore and Strategize
• Build Products and Ideas
• Promote and Communicate
• Brand Measurement and Tracking
• Case Studies
• Infographics
• Research Reports
• Press Releases
• Gutsiest Brands

1-877-990-8111 [email protected]

© 2023 GutCheck is a registered trademark of Brainyak, Inc. All rights reserved.

Privacy Policy , Cookies , & Acceptable Use , Do Not Sell My Information

© 2020 GutCheck is a registered trademark of Brainyak, Inc. All rights reserved.

Privacy Policy , Cookies , & Acceptable Use

Cookie consent

We use our own and third-party cookies to show you more relevant content based on your browsing and navigation history. Please accept or manage your cookie settings below. Here's our   cookie policy

• Form Builder Signups and orders
• Survey maker Research and feedback
• Quiz Maker Trivia and product match
• Find Customers Generate more leads
• Get Feedback Discover ways to improve
• Do research Uncover trends and ideas
• Marketers Forms for marketing teams
• Product Forms for product teams
• HR Forms for HR teams
• Customer success Forms for customer success teams
• Business Forms for general business
• Form templates
• Survey templates
• Quiz templates
• Poll templates
• Order forms
• Feedback forms
• Satisfaction surveys
• Application forms
• Feedback surveys
• Evaluation forms
• Request forms
• Signup forms
• Business surveys
• Marketing surveys
• Report forms
• Customer feedback form
• Registration form
• Branding questionnaire
• 360 feedback
• Lead generation
• Contact form
• Signup sheet

• Help center Find quick answers
• Contact us Speak to someone
• Our blog Get inspired
• Our community Share and learn
• Our guides Tips and how-to
• Updates News and announcements
• Brand Our guidelines
• Partners Browse or join
• Careers Join our team
• → Market research: What it is, how to u...

Market research: What it is, how to use it, + examples

Market research allows you to categorize your target audience to better understand your consumers. Learn more about how to do market research here.

Latest posts on Tips

Typeform    |    05.2024

Typeform    |    04.2024

So, you’ve got the next billion-dollar idea that’ll blow the top off your profit margins. You just know you’re onto a winner! Time to throw a huge budget (or your life savings) at this idea, right? 

Not so fast! You're not likely to get very far in the marketplace if you only rely on your gut instincts.

How can you know if your idea even has a chance of surviving in the cutthroat marketplace? 

The answer: market research. A realistic prediction, based on data , of your chances of success. Basically, it’s a way to find out the market viability of your idea.

If you’re new to market research, don’t be intimidated. This guide will take you from basic concepts through to advanced techniques. Plus, our in-house experts will walk you through real-life examples of how we do it here at Typeform.

What is market research and why does it matter?

Market research is the process of collecting information about your target market and customers so you can:

Learn who your customers are

Find out what they want and/or need

Gauge potential market size

Discover trends in your industry

Get wise about what your competitors are up to

Determine how you can stand out

This way, you’ll better understand how to serve your customers, prioritize, and get higher returns on your own marketing and product development efforts. Market research is an essential part of any business’s strategy, whatever the size of your company.

There are many ways to approach market research, and at Typeform, we’ve developed our own spin on it, thanks to continuous testing and the insights we get from being a market research tool ourselves ( forms and surveys).

Uncertainty is an inevitable part of business—however, it’s still possible to reduce some of the uncertainty.

This is where market research is your best ally. Nothing is guaranteed, but making an informed decision based on comprehensive research beats a stab in the dark. Market research helps reduce the thickness of that fog to see what your options are and which direction you might want to take.

Convinced you shouldn’t be sleeping on market research? Great—let’s dive deeper.

Types of market research

Finding what works best for you is a must for useful and actionable market research. We don’t believe in a cut-and-paste approach for all businesses and markets, nor in one definitive “right” way to do things. However, there are some basic principles that apply across the board. Here are a few types of market research.

Secondary and primary research 

Secondary market research delves into information that you don’t create yourself. It’s data that’s already out there, which you can buy or access for free, and is great for benchmarking. 

Examples of secondary research:

Industry reports

Census data

Research paper

Articles in journals or newspapers

Primary market research involves collecting information yourself—this may be more expensive and time-consuming than secondary research, but it’s a better investment in the long run. Focus on your own target audience and gather information directly relevant to your goals. 

Examples of primary research:

Interviews (face-to-face or over the phone)

Focus groups

User testing

Quantitative and Qualitative

Ahh, the classic quantitative vs. qualitative dichotomy.

Quantitative market research gathers data that's numerical, descriptive, and structured. You can draw statistics from quantitative research. It involves more of the “what” questions and can be done at scale.

This type of market research is usually carried out through surveys and questionnaires and can be internal or external. Internal quantitative research examines your current customers, while external can help you identify new customers and see the actual distribution of the whole market. External is more likely to be objective, as your own customers already know you and will have formed opinions.

Examples of quantitative questions:

“Where do you live?”

“How much do you spend on electricity per month, on average?”

“Do you use this product?”

“How often do you go to the gym?”

“On a scale of 1–10, how satisfied are you with our service?”

Qualitative market research involves more of the “how” and “why” questions. It’s done at a much smaller scale, is less structured and more exploratory, aiming for insight rather than certainty. It helps you find out how customers feel about your product, their opinions and preferences—in other words, things that can't be quantified.

Examples of qualitative questions:

“Why did you choose product A over product B?”

“How does this image make you feel?”

“What do you feel is missing from this service?

“Describe the last time you purchased something online.”

“What are your favorite brands for dog grooming products?”

Usually, this type of market research is done through surveys with open-ended questions or interviews. A small number of interviews are conducted, which are then projected to apply to a larger population. 

Quantitative and qualitative research don’t need to be seen as opposite or distinct techniques. It can be an “and” instead of an “either-or.”

Market research for product development and marketing efforts

Market research tends to inform two main areas in a business: product development and marketing efforts. Whether it’s creating a new product or a new set of features, at Typeform, we always start from the end. 

Who’s going to use this? 

Who will buy it? 

How do I justify engineers spending time on this? 

Market research is one of the most important tools to answer these questions. Nobody wants to invest time, money, and effort into making something that no one wants or needs. Market research allows you to assess the market size, its opportunities, and your competitors. This is also where user research and market research inform one another.

Segmenting the market is one of the main activities in market research, as it gives you your target audience(s). How else will you know who is buying from you already, who to market to, and which marketing messages work best?

Competitor analysis , another cornerstone of market research, helps you craft your positioning. In simple terms: How you're different from your competitors and why should buyers pick you?

How to conduct market research

So you can probably see by now how varied market research is. The way we do our own market research here at Typeform has evolved over the years through testing and experimentation. After much trial and error, we finally landed on the approach that works best for us.

Set your goals

Before we even think about launching market research of any scale, we make sure to have a clear objective in mind. 

Are you trying to enhance a particular metric (such as customer numbers or customer satisfaction level), gauge potential market size, or something else?

Define your objective(s) first, then move on to the next step.

Define your audience 

Whatever your approach, the next thing you should always have at the front of your mind is your customer.

Still, focusing on the customer can mean different things to different people.

Focus on jobs, not personas

Brace yourself, because we’re about to say something controversial: don’t focus on buyer personas.

This flies in the face of what most other market research guides will tell you: Research your audience to create buyer personas and frame your offering around them.

Not that buyer personas aren't important—they are. And at Typeform, we definitely use them, but we also follow the “Jobs To Be Done (JTBD)” model. This is the backbone for how we conceptualize everything, from our marketing messaging to our product development. It informs how we see our customers and how we segment them.

How many people in your business speak directly to customers? The bigger your organization, the smaller this number is likely to be, and the further removed the customer becomes from the decision-making. The job creates a consistent framework for everyone to work with and remains close to the customer’s needs.

As you identify needs that intersect, you can begin to find unique differentiators for your product. 

At the end of the day, your customers don’t care about you or your product or its features. They care about the job or jobs they are trying to get done, and if you provide the best solution, they'll pay you for it. If you don’t, they'll move on to your competition faster than you can say, “job to be done.”

 So how does this all relate to market research?

Rather than framing your market research efforts on creating buyer personas and targeting them, frame them around jobs your customers are trying to get done. There'll be some natural overlap with personas, but you need not be wed to them.

Market segmentation

Market segmentation is the act of dividing a target market into groups (or segments). This lets you tailor your efforts to each segment, whether that be your marketing strategy or deciding on features for your product.

The four most common methods: 

Demographics: age, gender, ethnicity, income, industry, job

Psychographic: lifestyle, values, personality traits, interests

Geographic: country, region, city, town

Behavioral: spending habits, internet browsing habits

Depending on your situation, any of these might be useful focus points, and all of them no doubt provide valuable insight.

The benefits of segmentation include:

A better experience for customers: A better understanding of your customers can only really be a win-win. You’ll be able to tailor each part of your customer experience, from marketing message to product experience, based on their segment.

More targeted marketing: In other words, this means better use of your marketing resources. Rather than casting the net wide and crossing your fingers that you haven’t just thrown a lot of time and money away, your segments let you focus your efforts where they’re likely to have the most return.

Improved product development: Knowing the real demands of your target audience will allow for product development that they'll actually appreciate (read: pay for).

Developing a market research strategy

Now that you’re convinced of the importance of market research and how it can help your business, you’re probably pumped to get started. Having even a basic plan can be the difference between a piece of research that has a real and lasting impact on your business and gathering some interesting insights that are forgotten in two weeks. 

Always start with the question: Why? What’s the purpose of the research? 

Your objective shouldn’t be “to do some research,” nor should you select a method first, whether that be a JTBD-based questionnaire, customer interviews, etc. 

Make sure you’re always starting with a question you want to answer and adapt the method to the question.

Examples of questions to think about:

“How can we increase conversions?”

“Why are people churning after two months?”

“What is the appetite for this product?”

“Which product features are most useful to our customers?”

“In which region(s) should we focus our next marketing campaign?"

Let this always be front and center as you go about planning and executing your research.

Market research tips 

Do preliminary research: Have a basic understanding of the industry and the landscape you’ll be investigating. It doesn't have to be extremely in-depth, but it’s important to have a foundation. This ensures you ask the right questions, know what to assess, and can get a more accurate vision of the market.

Align with potential stakeholders: There may be others in your organization who could benefit from the data you're about to gather. It may be worthwhile checking around to see how you could maximize your research efforts. Even just one extra question on your survey might provide essential data for someone else.

Use the right tools for your market research purposes: Make sure that whichever tools you use are fit for purpose. As technology develops, market research automation becomes more important. Using the right tools won't only save you lots of time and energy; it's also essential for correct and high-quality data.

Market research questions

The questions you ask depend on your objectives. You should write market research questions that are purposeful and will help strengthen your relationship with your customers.

You should also consider running a test first, depending on the scale of your research. Sending your survey to a smaller population and analyzing the first few responses will let you check that you’re getting useful responses that are answering your research questions.

Sometimes, until we start getting results, we’re unaware that a question is ineffective. This may be because the question uses terminology not understood by the target audience. 

For example, you may ask, “What SaaS tools do you currently use?” If you get responses like “iPhone 11” and “desktop computer,” then you know you need to adapt your questions better to your audience! 

Here at Typeform, we sometimes send out test emails to smaller populations (around 10% of the target audience) for this purpose and adjust our surveys if necessary.

How many responses to collect for market research

400 is the magic number.

Well, no, in fact, there is no magic number, sorry.

Generally speaking, 400 is the standard recommended sample size—this just means the number of people who responded to your market research survey. 

But this number can vary greatly depending on your total population (i.e., all the people that this research will apply to) and the way you segment them. 

But there’s a mathematical explanation for the popularity of 400: With 400 responses, your margin of error is 5%. 

For example, say you got 400 customer responses to your market research survey. 80% of your respondents answered “yes” to the question, “Would you buy from us again?” That means there’s a 95% chance that in your total population of customers, around 80% would buy from you again.

Don’t forget that to reach your target sample size, you'll need to reach out to many more people! If sending out surveys by email, open rates tend to hover around 15-25% . The percentage of people who then go on to complete a survey will be even lower. 

To increase your chances of survey opens and completions, offering an incentive is never a bad idea. Prize draws or discounts on your product have worked well for us. And, of course, the experience of answering a market research survey is paramount for completions—make sure your form is user-friendly with a smooth and beautiful interface. 

Try to aim for a sample that'll be a good approximation of your overall population. There’s a risk of bias , depending on the channel through which your research survey is shared. For example, if you share it on social media, you might get a younger average age of respondents, which may not be accurately representative of your total population of customers.

Sample market research template

Below is a sample market research template for planning a piece of primary market data.

A brief summary of why this research was started:

What led to this research being done/requested? 

What needs to be validated or explored?

What's been done prior to this research? E.g., competitive analysis, brainstorming, previous research

What insights will this research generate? 

How will these insights be used?

Business/product objectives

We can't emphasize enough the importance of having a clear goal in mind. What metric(s) are you trying to enhance? E.g., more conversions, less churn. This helps people understand the bigger picture of this research.

State what decisions are going to be made or impacted based on the research. As a general rule, if you’re not prepared to make changes, don’t run the research.

Research objectives 

State the high-level objectives for this research. Try to keep it specific, actionable, and two to three points max. 

Research questions 

Provide a list of market research questions you plan to answer during this research (these questions are not the interview questions). 

Participant criteria 

List the primary characteristics of the people you'll recruit for the research, like:

Job(s) to be done

Also decide on the minimum and maximum number of participants you'll need for your study.

Taking action on market research insights

Remember, data isn't reality—however, market research can give you a pretty decent view of reality.

Data can also be unpredictable. Missing a small detail can skew ‌results significantly, so try to be as methodical and meticulous as you can.

Put our market research survey template to the test with customizable questions and design. Take your questionnaire to the next level with over 1 million photos, videos, and icons, or upload your own. Build your ultimate market research survey today with the help of Typeform.

Useful tools for market research

Demographic survey questionnaire template

User persona survey template

Competitor research tool for the SaaS industry

Margin of error calculator for sample size

Google Sheets

About the author

We're Typeform - a team on a mission to transform data collection by bringing you refreshingly different forms.

Liked that? Check these out:

How to leverage zero-party data for marketing attribution

The cookieless future is here, so how are marketers supposed to correctly assign attribution, build informed strategies, or understand their customers? Zero-party data is your friend: learn how to collect and leverage it with this guide.

Kevin Branscum    |    01.2024

13 ways to use forms to up-level your marketing

Forms are not just a necessary evil—they can be dynamic, beautiful, engaging, and critical to growth. Here are 13 ways to leverage forms for your marketing efforts.

Typeform    |    01.2023

Remote working statistics for CEOs vs. employees: an unexpected finding

COVID-19 has transformed the way we work. But what's been the impact? This infographic has the answers, thanks to input from thousands of workers around the world.

Teresa Lee    |    12.2020