The data collected should be related to or understood in terms of a quantity. A quantitative observation includes objectively collecting data that is primarily in numerical form. Hence, it gives researchers a direction towards insightful market research.Īll research has some component of observation, this observation can be quantitative or qualitative.
It guides researchers to further find out why such patterns have been found out and the association between them. Since descriptive research points out the patterns between variables and describes them, researchers can further study the data collected here. 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. In descriptive research different sections of the same group are studied. Descriptive research mostly uses observational methods and thus the researcher cannot control the nature and the behavior of the variables under study. The variables included in descriptive research are uncontrolled. See how data is collected via demographic survey template Nature of variables: Thus, it is a quantitative research method. Descriptive research 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. All that they want to understand is the buying behavior of the population, and not why such associations exist.ĭescriptive research is a part of quantitative market research or social research study which involves conducting survey research using quantitative variables on a market research tool or social research tool.ĭescriptive research is quantitative in nature as it attempts to collect information and statistically analyze it. It will not study why such patterns exist, because the brand is trying to establish itself in New York. It will uncover details on the buying patterns of different age cohorts in New York. Here, the information gathered from the survey will be focused on the demographics of the population only. The primary focus of descriptive research is to simply describe the nature of the demographics under study instead of focusing on the “why”.ĭescriptive research is called an observational research method as none of the variables in the study are influenced during the process of the research.įor example, let’s assume if 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. This methodology focuses on answering questions relating to “what” than the “why” of the research subject.
Descriptive research refers to the methods that describe the characteristics of the variables under study.
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