The primary objective of descriptive research is to describe a situation or phenomenon in a systematic manner. It cannot answer the ‘whys’; however, it can answer the questions of “what”, “when”, and “where”.

Several research methods can be adopted to investigate the variables in question in a descriptive research design. This type of research differs from experimental research in a lot of ways. For example, researchers can manipulate or control certain variables; however, in descriptive research, the researcher can merely observe and measure them.

When do we need to conduct descriptive research?

When the main aim of the research is to identify specific characteristics or trends, descriptive research becomes the ideal choice. On the other hand, when the topic or problem is relatively obscure, descriptive research helps to unveil more facts and data about it. Here are some example questions for your reference:

• How has the real estate industry of the Baltic regions evolved over the last two decades?
• Which products of a certain company its customer prefer?
• What are the main genetic and behavioural differences between domestic and wild dogs?
• Which is the most preferred online news source for millennials?
• How to prevent the outbreak of a specific disease among the population?

The methods to conduct descriptive research

Descriptive research is often categorised as quantitative; however, it can also include qualitative research. Therefore, it is important to develop the research design carefully since it will ensure the accuracy and reliability of the research.

Surveys: Surveys allow the collection of large sets of data that can be analysed for patterns and other characteristics aligning with the research goal. Some of the common uses of surveys include:

• Understanding the opinion of the public on several social and political topics.
• Gauging the customer satisfaction levels on a product or service.
• Describing a country or region’s demographics.

Observations: Observation allows you to collect data without having to rely on the accuracy of the respondents. Data like behaviour, routines etc., can be understood by powerful observation. Observation is a powerful tool in psychology and social research since it helps researchers analyse real-world scenarios.

Observation is also an essential aspect of research in natural sciences since researchers need to observe and inspect physical objects and phenomena. Therefore, you must systematically observe and describe the subject before developing any testable models, theories, or hypotheses.

Case Study: Case studies help to describe and analyse a specific subject like a person or a group instead of dealing with large sets of data. Subjects can be very easily narrowed to identify their characteristics for your descriptive research.

When analysing case studies, generalised facts are replaced with scenario-specific facts, challenging assumptions or revealing something about the research.

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