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Descriptive Research Design – Types, Methods and Examples
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Descriptive Research Design
Definition:
Descriptive research design is a type of research methodology that aims to describe or document the characteristics, behaviors, attitudes, opinions, or perceptions of a group or population being studied.
Descriptive research design does not attempt to establish cause-and-effect relationships between variables or make predictions about future outcomes. Instead, it focuses on providing a detailed and accurate representation of the data collected, which can be useful for generating hypotheses, exploring trends, and identifying patterns in the data.
Types of Descriptive Research Design
Types of Descriptive Research Design are as follows:
Cross-sectional Study
This involves collecting data at a single point in time from a sample or population to describe their characteristics or behaviors. For example, a researcher may conduct a cross-sectional study to investigate the prevalence of certain health conditions among a population, or to describe the attitudes and beliefs of a particular group.
Longitudinal Study
This involves collecting data over an extended period of time, often through repeated observations or surveys of the same group or population. Longitudinal studies can be used to track changes in attitudes, behaviors, or outcomes over time, or to investigate the effects of interventions or treatments.
This involves an in-depth examination of a single individual, group, or situation to gain a detailed understanding of its characteristics or dynamics. Case studies are often used in psychology, sociology, and business to explore complex phenomena or to generate hypotheses for further research.
Survey Research
This involves collecting data from a sample or population through standardized questionnaires or interviews. Surveys can be used to describe attitudes, opinions, behaviors, or demographic characteristics of a group, and can be conducted in person, by phone, or online.
Observational Research
This involves observing and documenting the behavior or interactions of individuals or groups in a natural or controlled setting. Observational studies can be used to describe social, cultural, or environmental phenomena, or to investigate the effects of interventions or treatments.
Correlational Research
This involves examining the relationships between two or more variables to describe their patterns or associations. Correlational studies can be used to identify potential causal relationships or to explore the strength and direction of relationships between variables.
Data Analysis Methods
Descriptive research design data analysis methods depend on the type of data collected and the research question being addressed. Here are some common methods of data analysis for descriptive research:
Descriptive Statistics
This method involves analyzing data to summarize and describe the key features of a sample or population. Descriptive statistics can include measures of central tendency (e.g., mean, median, mode) and measures of variability (e.g., range, standard deviation).
Cross-tabulation
This method involves analyzing data by creating a table that shows the frequency of two or more variables together. Cross-tabulation can help identify patterns or relationships between variables.
Content Analysis
This method involves analyzing qualitative data (e.g., text, images, audio) to identify themes, patterns, or trends. Content analysis can be used to describe the characteristics of a sample or population, or to identify factors that influence attitudes or behaviors.
Qualitative Coding
This method involves analyzing qualitative data by assigning codes to segments of data based on their meaning or content. Qualitative coding can be used to identify common themes, patterns, or categories within the data.
Visualization
This method involves creating graphs or charts to represent data visually. Visualization can help identify patterns or relationships between variables and make it easier to communicate findings to others.
Comparative Analysis
This method involves comparing data across different groups or time periods to identify similarities and differences. Comparative analysis can help describe changes in attitudes or behaviors over time or differences between subgroups within a population.
Applications of Descriptive Research Design
Descriptive research design has numerous applications in various fields. Some of the common applications of descriptive research design are:
- Market research: Descriptive research design is widely used in market research to understand consumer preferences, behavior, and attitudes. This helps companies to develop new products and services, improve marketing strategies, and increase customer satisfaction.
- Health research: Descriptive research design is used in health research to describe the prevalence and distribution of a disease or health condition in a population. This helps healthcare providers to develop prevention and treatment strategies.
- Educational research: Descriptive research design is used in educational research to describe the performance of students, schools, or educational programs. This helps educators to improve teaching methods and develop effective educational programs.
- Social science research: Descriptive research design is used in social science research to describe social phenomena such as cultural norms, values, and beliefs. This helps researchers to understand social behavior and develop effective policies.
- Public opinion research: Descriptive research design is used in public opinion research to understand the opinions and attitudes of the general public on various issues. This helps policymakers to develop effective policies that are aligned with public opinion.
- Environmental research: Descriptive research design is used in environmental research to describe the environmental conditions of a particular region or ecosystem. This helps policymakers and environmentalists to develop effective conservation and preservation strategies.
Descriptive Research Design Examples
Here are some real-time examples of descriptive research designs:
- A restaurant chain wants to understand the demographics and attitudes of its customers. They conduct a survey asking customers about their age, gender, income, frequency of visits, favorite menu items, and overall satisfaction. The survey data is analyzed using descriptive statistics and cross-tabulation to describe the characteristics of their customer base.
- A medical researcher wants to describe the prevalence and risk factors of a particular disease in a population. They conduct a cross-sectional study in which they collect data from a sample of individuals using a standardized questionnaire. The data is analyzed using descriptive statistics and cross-tabulation to identify patterns in the prevalence and risk factors of the disease.
- An education researcher wants to describe the learning outcomes of students in a particular school district. They collect test scores from a representative sample of students in the district and use descriptive statistics to calculate the mean, median, and standard deviation of the scores. They also create visualizations such as histograms and box plots to show the distribution of scores.
- A marketing team wants to understand the attitudes and behaviors of consumers towards a new product. They conduct a series of focus groups and use qualitative coding to identify common themes and patterns in the data. They also create visualizations such as word clouds to show the most frequently mentioned topics.
- An environmental scientist wants to describe the biodiversity of a particular ecosystem. They conduct an observational study in which they collect data on the species and abundance of plants and animals in the ecosystem. The data is analyzed using descriptive statistics to describe the diversity and richness of the ecosystem.
How to Conduct Descriptive Research Design
To conduct a descriptive research design, you can follow these general steps:
- Define your research question: Clearly define the research question or problem that you want to address. Your research question should be specific and focused to guide your data collection and analysis.
- Choose your research method: Select the most appropriate research method for your research question. As discussed earlier, common research methods for descriptive research include surveys, case studies, observational studies, cross-sectional studies, and longitudinal studies.
- Design your study: Plan the details of your study, including the sampling strategy, data collection methods, and data analysis plan. Determine the sample size and sampling method, decide on the data collection tools (such as questionnaires, interviews, or observations), and outline your data analysis plan.
- Collect data: Collect data from your sample or population using the data collection tools you have chosen. Ensure that you follow ethical guidelines for research and obtain informed consent from participants.
- Analyze data: Use appropriate statistical or qualitative analysis methods to analyze your data. As discussed earlier, common data analysis methods for descriptive research include descriptive statistics, cross-tabulation, content analysis, qualitative coding, visualization, and comparative analysis.
- I nterpret results: Interpret your findings in light of your research question and objectives. Identify patterns, trends, and relationships in the data, and describe the characteristics of your sample or population.
- Draw conclusions and report results: Draw conclusions based on your analysis and interpretation of the data. Report your results in a clear and concise manner, using appropriate tables, graphs, or figures to present your findings. Ensure that your report follows accepted research standards and guidelines.
When to Use Descriptive Research Design
Descriptive research design is used in situations where the researcher wants to describe a population or phenomenon in detail. It is used to gather information about the current status or condition of a group or phenomenon without making any causal inferences. Descriptive research design is useful in the following situations:
- Exploratory research: Descriptive research design is often used in exploratory research to gain an initial understanding of a phenomenon or population.
- Identifying trends: Descriptive research design can be used to identify trends or patterns in a population, such as changes in consumer behavior or attitudes over time.
- Market research: Descriptive research design is commonly used in market research to understand consumer preferences, behavior, and attitudes.
- Health research: Descriptive research design is useful in health research to describe the prevalence and distribution of a disease or health condition in a population.
- Social science research: Descriptive research design is used in social science research to describe social phenomena such as cultural norms, values, and beliefs.
- Educational research: Descriptive research design is used in educational research to describe the performance of students, schools, or educational programs.
Purpose of Descriptive Research Design
The main purpose of descriptive research design is to describe and measure the characteristics of a population or phenomenon in a systematic and objective manner. It involves collecting data that describe the current status or condition of the population or phenomenon of interest, without manipulating or altering any variables.
The purpose of descriptive research design can be summarized as follows:
- To provide an accurate description of a population or phenomenon: Descriptive research design aims to provide a comprehensive and accurate description of a population or phenomenon of interest. This can help researchers to develop a better understanding of the characteristics of the population or phenomenon.
- To identify trends and patterns: Descriptive research design can help researchers to identify trends and patterns in the data, such as changes in behavior or attitudes over time. This can be useful for making predictions and developing strategies.
- To generate hypotheses: Descriptive research design can be used to generate hypotheses or research questions that can be tested in future studies. For example, if a descriptive study finds a correlation between two variables, this could lead to the development of a hypothesis about the causal relationship between the variables.
- To establish a baseline: Descriptive research design can establish a baseline or starting point for future research. This can be useful for comparing data from different time periods or populations.
Characteristics of Descriptive Research Design
Descriptive research design has several key characteristics that distinguish it from other research designs. Some of the main characteristics of descriptive research design are:
- Objective : Descriptive research design is objective in nature, which means that it focuses on collecting factual and accurate data without any personal bias. The researcher aims to report the data objectively without any personal interpretation.
- Non-experimental: Descriptive research design is non-experimental, which means that the researcher does not manipulate any variables. The researcher simply observes and records the behavior or characteristics of the population or phenomenon of interest.
- Quantitative : Descriptive research design is quantitative in nature, which means that it involves collecting numerical data that can be analyzed using statistical techniques. This helps to provide a more precise and accurate description of the population or phenomenon.
- Cross-sectional: Descriptive research design is often cross-sectional, which means that the data is collected at a single point in time. This can be useful for understanding the current state of the population or phenomenon, but it may not provide information about changes over time.
- Large sample size: Descriptive research design typically involves a large sample size, which helps to ensure that the data is representative of the population of interest. A large sample size also helps to increase the reliability and validity of the data.
- Systematic and structured: Descriptive research design involves a systematic and structured approach to data collection, which helps to ensure that the data is accurate and reliable. This involves using standardized procedures for data collection, such as surveys, questionnaires, or observation checklists.
Advantages of Descriptive Research Design
Descriptive research design has several advantages that make it a popular choice for researchers. Some of the main advantages of descriptive research design are:
- Provides an accurate description: Descriptive research design is focused on accurately describing the characteristics of a population or phenomenon. This can help researchers to develop a better understanding of the subject of interest.
- Easy to conduct: Descriptive research design is relatively easy to conduct and requires minimal resources compared to other research designs. It can be conducted quickly and efficiently, and data can be collected through surveys, questionnaires, or observations.
- Useful for generating hypotheses: Descriptive research design can be used to generate hypotheses or research questions that can be tested in future studies. For example, if a descriptive study finds a correlation between two variables, this could lead to the development of a hypothesis about the causal relationship between the variables.
- Large sample size : Descriptive research design typically involves a large sample size, which helps to ensure that the data is representative of the population of interest. A large sample size also helps to increase the reliability and validity of the data.
- Can be used to monitor changes : Descriptive research design can be used to monitor changes over time in a population or phenomenon. This can be useful for identifying trends and patterns, and for making predictions about future behavior or attitudes.
- Can be used in a variety of fields : Descriptive research design can be used in a variety of fields, including social sciences, healthcare, business, and education.
Limitation of Descriptive Research Design
Descriptive research design also has some limitations that researchers should consider before using this design. Some of the main limitations of descriptive research design are:
- Cannot establish cause and effect: Descriptive research design cannot establish cause and effect relationships between variables. It only provides a description of the characteristics of the population or phenomenon of interest.
- Limited generalizability: The results of a descriptive study may not be generalizable to other populations or situations. This is because descriptive research design often involves a specific sample or situation, which may not be representative of the broader population.
- Potential for bias: Descriptive research design can be subject to bias, particularly if the researcher is not objective in their data collection or interpretation. This can lead to inaccurate or incomplete descriptions of the population or phenomenon of interest.
- Limited depth: Descriptive research design may provide a superficial description of the population or phenomenon of interest. It does not delve into the underlying causes or mechanisms behind the observed behavior or characteristics.
- Limited utility for theory development: Descriptive research design may not be useful for developing theories about the relationship between variables. It only provides a description of the variables themselves.
- Relies on self-report data: Descriptive research design often relies on self-report data, such as surveys or questionnaires. This type of data may be subject to biases, such as social desirability bias or recall bias.
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Researcher, Academic Writer, Web developer
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- Research Process
Descriptive Research Design and Its Myriad Uses
- 3 minute read
Table of Contents
The design of a research study can be of two broad types—observational or interventional. In interventional studies, at least one variable can be controlled by the researcher. For example, drug trials that examine the efficacy of novel medicines are interventional studies. Observational studies, on the other hand, simply examine and describe uncontrollable variables¹ .
What is descriptive research design?¹
Descriptive design is one of the simplest forms of observational study design. It can either quantify the distribution of certain variables (quantitative descriptive research) or simply report the qualities of these variables without quantifying them (qualitative descriptive research).
When can descriptive research design be used?¹
It is useful when you wish to examine the occurrence of a phenomenon, delineate trends or patterns within the phenomenon, or describe the relationship between variables. As such, descriptive design is great for¹ :
- A survey conducted to measure the changes in the levels of customer satisfaction among shoppers in the US is the perfect example of quantitative descriptive research.
- Conversely, a case report detailing the experiences and perspectives of individuals living with a particular rare disease is a good example of qualitative descriptive research.
- Cross-sectional studies : Descriptive research is ideal for cross-sectional studies that capture a snapshot of a population at a specific point in time. This approach can be used to observe the variations in risk factors and diseases in a population. Take the following examples:
- In quantitative descriptive research: A study that measures the prevalence of heart disease among college students in the current academic year.
- In qualitative descriptive research: A cross-sectional study exploring the cultural perceptions of mental health across different communities.
- Ecological studies : Descriptive research design is also well-suited for studies that seek to understand relationships between variables and outcomes in specific populations. For example:
- A study that measures the relationship between the number of police personnel and homicides in India can use quantitative descriptive research design
- A study describing the impact of deforestation on indigenous communities’ cultural practices and beliefs can use qualitative descriptive research design.
- Focus group discussion reports : Descriptive research can help in capturing diverse perspectives and understanding the nuances of participants’ experiences.
- First, an example of quantitative descriptive research: A study that uses two focus groups to explore the perceptions of mental health among immigrants in London.
- Next, an example of qualitative descriptive research: A focus group report analyzing the themes and emotions associated with different advertising campaigns.
Benefits of descriptive research design¹
- Easy to conduct: Due to its simplicity, descriptive research design can be employed by researchers of all experience levels.
- Economical: Descriptive research design is not resource intensive. It is a budget-friendly approach to studying many phenomena without costly equipment.
- Provides comprehensive and useful information: Descriptive research is a more thorough approach that can capture many different aspects of a phenomena, facilitating a wholistic understanding.
- Aids planning of major projects or future research: As a tool for preliminary exploration, descriptive research guides can guide strategic decision-making and guide major projects.
The Bottom Line
Descriptive research plays a crucial role in improving our lives. Surveys help create better policies and cross-sectional studies help us understand problems affecting different populations including diseases. Used in the right context, descriptive research can advance knowledge and inform decision making¹ .
We, at Elsevier Language Services, understand the value of your descriptive research, as well as the importance of communicating it correctly. If you have a manuscript based on a descriptive study, our experienced editors can help improve its myriad aspects. By improving the logical flow, tone, and accuracy of your writing, we ensure that your descriptive research gets published in a top tier journal and makes maximum impact in academia and beyond. Contact us for a comprehensive list of services!
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References
- Aggarwal, R., & Ranganathan, P. (2019). Study designs: Part 2 – Descriptive studies. Perspectives in Clinical Research , 10 (1), 34. https://doi.org/10.4103/picr.picr_154_18 .
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- What is descriptive research?
Last updated
5 February 2023
Reviewed by
Cathy Heath
Short on time? Get an AI generated summary of this article instead
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.
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- Descriptive Research Designs: Types, Examples & Methods
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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.
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- Descriptive Research Design | Definition, Methods & Examples
Descriptive Research Design | Definition, Methods & Examples
Published on 5 May 2022 by Shona McCombes . Revised on 10 October 2022.
Descriptive research aims to accurately and systematically describe a population, situation or phenomenon. It can answer what , where , when , and how questions , but not why questions.
A descriptive research design can use a wide variety of research methods to investigate one or more variables . Unlike in experimental research , the researcher does not control or manipulate any of the variables, but only observes and measures them.
Table of contents
When to use a descriptive research design, descriptive research methods.
Descriptive research is an appropriate choice when the research aim is to identify characteristics, frequencies, trends, and categories.
It is useful when not much is known yet about the topic or problem. Before you can research why something happens, you need to understand how, when, and where it happens.
- How has the London housing market changed over the past 20 years?
- Do customers of company X prefer product Y or product Z?
- What are the main genetic, behavioural, and morphological differences between European wildcats and domestic cats?
- What are the most popular online news sources among under-18s?
- How prevalent is disease A in population B?
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Descriptive research is usually defined as a type of quantitative research , though qualitative research can also be used for descriptive purposes. The research design should be carefully developed to ensure that the results are valid and reliable .
Survey research allows you to gather large volumes of data that can be analysed for frequencies, averages, and patterns. Common uses of surveys include:
- Describing the demographics of a country or region
- Gauging public opinion on political and social topics
- Evaluating satisfaction with a company’s products or an organisation’s services
Observations
Observations allow you to gather data on behaviours and phenomena without having to rely on the honesty and accuracy of respondents. This method is often used by psychological, social, and market researchers to understand how people act in real-life situations.
Observation of physical entities and phenomena is also an important part of research in the natural sciences. Before you can develop testable hypotheses , models, or theories, it’s necessary to observe and systematically describe the subject under investigation.
Case studies
A case study can be used to describe the characteristics of a specific subject (such as a person, group, event, or organisation). Instead of gathering a large volume of data to identify patterns across time or location, case studies gather detailed data to identify the characteristics of a narrowly defined subject.
Rather than aiming to describe generalisable facts, case studies often focus on unusual or interesting cases that challenge assumptions, add complexity, or reveal something new about a research problem .
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McCombes, S. (2022, October 10). Descriptive Research Design | Definition, Methods & Examples. Scribbr. Retrieved 11 June 2024, from https://www.scribbr.co.uk/research-methods/descriptive-research-design/
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Descriptive Research: Definition, Characteristics, Methods + Examples
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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:
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- 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.
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What is Descriptive Research? Definition, Methods, Types and Examples
Descriptive research is a methodological approach that seeks to depict the characteristics of a phenomenon or subject under investigation. In scientific inquiry, it serves as a foundational tool for researchers aiming to observe, record, and analyze the intricate details of a particular topic. This method provides a rich and detailed account that aids in understanding, categorizing, and interpreting the subject matter.
Descriptive research design is widely employed across diverse fields, and its primary objective is to systematically observe and document all variables and conditions influencing the phenomenon.
After this descriptive research definition, let’s look at this example. Consider a researcher working on climate change adaptation, who wants to understand water management trends in an arid village in a specific study area. She must conduct a demographic survey of the region, gather population data, and then conduct descriptive research on this demographic segment. The study will then uncover details on “what are the water management practices and trends in village X.” Note, however, that it will not cover any investigative information about “why” the patterns exist.
Table of Contents
What is descriptive research?
If you’ve been wondering “What is descriptive research,” we’ve got you covered in this post! In a nutshell, descriptive research is an exploratory research method that helps a researcher describe a population, circumstance, or phenomenon. It can help answer what , where , when and how questions, but not why questions. In other words, it does not involve changing the study variables and does not seek to establish cause-and-effect relationships.
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Importance of descriptive research
Now, let’s delve into the importance of descriptive research. This research method acts as the cornerstone for various academic and applied disciplines. Its primary significance lies in its ability to provide a comprehensive overview of a phenomenon, enabling researchers to gain a nuanced understanding of the variables at play. This method aids in forming hypotheses, generating insights, and laying the groundwork for further in-depth investigations. The following points further illustrate its importance:
Provides insights into a population or phenomenon: Descriptive research furnishes a comprehensive overview of the characteristics and behaviors of a specific population or phenomenon, thereby guiding and shaping the research project.
Offers baseline data: The data acquired through this type of research acts as a reference for subsequent investigations, laying the groundwork for further studies.
Allows validation of sampling methods: Descriptive research validates sampling methods, aiding in the selection of the most effective approach for the study.
Helps reduce time and costs: It is cost-effective and time-efficient, making this an economical means of gathering information about a specific population or phenomenon.
Ensures replicability: Descriptive research is easily replicable, ensuring a reliable way to collect and compare information from various sources.
When to use descriptive research design?
Determining when to use descriptive research depends on the nature of the research question. Before diving into the reasons behind an occurrence, understanding the how, when, and where aspects is essential. Descriptive research design is a suitable option when the research objective is to discern characteristics, frequencies, trends, and categories without manipulating variables. It is therefore often employed in the initial stages of a study before progressing to more complex research designs. To put it in another way, descriptive research precedes the hypotheses of explanatory research. It is particularly valuable when there is limited existing knowledge about the subject.
Some examples are as follows, highlighting that these questions would arise before a clear outline of the research plan is established:
- In the last two decades, what changes have occurred in patterns of urban gardening in Mumbai?
- What are the differences in climate change perceptions of farmers in coastal versus inland villages in the Philippines?
Characteristics of descriptive research
Coming to the characteristics of descriptive research, this approach is characterized by its focus on observing and documenting the features of a subject. Specific characteristics are as below.
- Quantitative nature: Some descriptive research types involve quantitative research methods to gather quantifiable information for statistical analysis of the population sample.
- Qualitative nature: Some descriptive research examples include those using the qualitative research method to describe or explain the research problem.
- Observational nature: This approach is non-invasive and observational because the study variables remain untouched. Researchers merely observe and report, without introducing interventions that could impact the subject(s).
- Cross-sectional nature: In descriptive research, different sections belonging to the same group are studied, providing a “snapshot” of sorts.
- Springboard for further research: The data collected are further studied and analyzed using different research techniques. This approach helps guide the suitable research methods to be employed.
Types of descriptive research
There are various descriptive research types, each suited to different research objectives. Take a look at the different types below.
- Surveys: This involves collecting data through questionnaires or interviews to gather qualitative and quantitative data.
- Observational studies: This involves observing and collecting data on a particular population or phenomenon without influencing the study variables or manipulating the conditions. These may be further divided into cohort studies, case studies, and cross-sectional studies:
- Cohort studies: Also known as longitudinal studies, these studies involve the collection of data over an extended period, allowing researchers to track changes and trends.
- Case studies: These deal with a single individual, group, or event, which might be rare or unusual.
- Cross-sectional studies : A researcher collects data at a single point in time, in order to obtain a snapshot of a specific moment.
- Focus groups: In this approach, a small group of people are brought together to discuss a topic. The researcher moderates and records the group discussion. This can also be considered a “participatory” observational method.
- Descriptive classification: Relevant to the biological sciences, this type of approach may be used to classify living organisms.
Descriptive research methods
Several descriptive research methods can be employed, and these are more or less similar to the types of approaches mentioned above.
- Surveys: This method involves the collection of data through questionnaires or interviews. Surveys may be done online or offline, and the target subjects might be hyper-local, regional, or global.
- Observational studies: These entail the direct observation of subjects in their natural environment. These include case studies, dealing with a single case or individual, as well as cross-sectional and longitudinal studies, for a glimpse into a population or changes in trends over time, respectively. Participatory observational studies such as focus group discussions may also fall under this method.
Researchers must carefully consider descriptive research methods, types, and examples to harness their full potential in contributing to scientific knowledge.
Examples of descriptive research
Now, let’s consider some descriptive research examples.
- In social sciences, an example could be a study analyzing the demographics of a specific community to understand its socio-economic characteristics.
- In business, a market research survey aiming to describe consumer preferences would be a descriptive study.
- In ecology, a researcher might undertake a survey of all the types of monocots naturally occurring in a region and classify them up to species level.
These examples showcase the versatility of descriptive research across diverse fields.
Advantages of descriptive research
There are several advantages to this approach, which every researcher must be aware of. These are as follows:
- Owing to the numerous descriptive research methods and types, primary data can be obtained in diverse ways and be used for developing a research hypothesis .
- It is a versatile research method and allows flexibility.
- Detailed and comprehensive information can be obtained because the data collected can be qualitative or quantitative.
- It is carried out in the natural environment, which greatly minimizes certain types of bias and ethical concerns.
- It is an inexpensive and efficient approach, even with large sample sizes
Disadvantages of descriptive research
On the other hand, this design has some drawbacks as well:
- It is limited in its scope as it does not determine cause-and-effect relationships.
- The approach does not generate new information and simply depends on existing data.
- Study variables are not manipulated or controlled, and this limits the conclusions to be drawn.
- Descriptive research findings may not be generalizable to other populations.
- Finally, it offers a preliminary understanding rather than an in-depth understanding.
To reiterate, the advantages of descriptive research lie in its ability to provide a comprehensive overview, aid hypothesis generation, and serve as a preliminary step in the research process. However, its limitations include a potential lack of depth, inability to establish cause-and-effect relationships, and susceptibility to bias.
Frequently asked questions
When should researchers conduct descriptive research.
Descriptive research is most appropriate when researchers aim to portray and understand the characteristics of a phenomenon without manipulating variables. It is particularly valuable in the early stages of a study.
What is the difference between descriptive and exploratory research?
Descriptive research focuses on providing a detailed depiction of a phenomenon, while exploratory research aims to explore and generate insights into an issue where little is known.
What is the difference between descriptive and experimental research?
Descriptive research observes and documents without manipulating variables, whereas experimental research involves intentional interventions to establish cause-and-effect relationships.
Is descriptive research only for social sciences?
No, various descriptive research types may be applicable to all fields of study, including social science, humanities, physical science, and biological science.
How important is descriptive research?
The importance of descriptive research lies in its ability to provide a glimpse of the current state of a phenomenon, offering valuable insights and establishing a basic understanding. Further, the advantages of descriptive research include its capacity to offer a straightforward depiction of a situation or phenomenon, facilitate the identification of patterns or trends, and serve as a useful starting point for more in-depth investigations. Additionally, descriptive research can contribute to the development of hypotheses and guide the formulation of research questions for subsequent studies.
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What is Research? Definition, Types, Methods, and Examples
Descriptive Research Design – Overview
Published 16 October, 2023
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Descriptive research is an observational method that focuses on identifying patterns in data without making inferences about cause and effect relationships between variables. The purpose of this blog post is to provide a brief description of descriptive research design including its advantages and disadvantages and methods of conducting descriptive research.
What is Descriptive Research?
Descriptive research is a process of systematically describing and analyzing something’s features, properties or characteristics. Descriptive research provides numerical descriptions that identify what the thing being studied looks like in terms of its size, location, and frequency.
This type of research will help you in defining the characteristics of the population on which you have performed the study. A descriptive research design enables you to develop an in-depth understanding of the topic or subjects. In such a type of investigation, you can’t have control over variables.
By performing descriptive research, you will be able to study participants in a natural setting. Descriptive research basically includes describing the behavior of people to whom you have select as a participant in the research process .
In addition to this , descriptive research also allows you to describe the other various aspects of your investigation. An important feature is that you can employ different types of variables but you only need a single variable for performing the descriptive investigation. It is a type of study which includes observation as a technique for gathering facts about the study. You can perform descriptive research for analyzing the relationship between two different variables.
For example, A company whose sale of specific products such as home decor products is going down. Management, in order to analyze the reason for the same, needs to conduct descriptive research. Survey Research is the data collection technique that a research team in an organization can use for collecting the view of people about the decline in the sale of home décor products.
When to Use Descriptive Research Design
Descriptive research is suitable when the aim of the study is to identify characteristics, frequencies, trends, categories, and the behavior of people.
In addition to this, the descriptive research design is appropriate to use when you don’t have much knowledge about the research topics or problems.
This type of study can be used before you start researching why something happens so that we have an idea on how it occurs, where are most likely places this will happen at and who might experience these things more often than others.
Advantages of Descriptive Research
- One of the biggest advantages of descriptive research is that it allows you to analyze facts and helps you in developing an in-depth understanding of the research problem .
- Another benefit of descriptive research is that it enables you to determine the behavior of people in a natural setting.
- In such a type of investigation, you can utilize both qualitative and quantitative research methods for gathering facts.
- Descriptive research is cost-effective and quick. It can also be used for many different purposes, which makes it a very versatile method of gathering data.
- You need less time for performing such types of research .
- With descriptive research, you can get rich data that’s great for future studies. Use it to develop hypotheses or your research objective too!
Disadvantages of Descriptive Research
- The biggest disadvantage of descriptive research is that you cannot use statistical tools or techniques for verifying problems.
- Respondents can be affected by the presence of an observer and may engage in pretending. This is called the “observer effect.” In some cases, respondents are less likely to give accurate responses if they feel that a question will assess intimate matters.
- There are high chances of biases in the research findings .
- Due to the observational nature, it is quite difficult to repeat the research process .
- By performing descriptive research you can find the root cause of the problem.
Methods of Descriptive Research Design
You can utilize both Qualitative and Quantitative methods for performing descriptive research. It is very much essential for you to make the choice of a suitable research design for investigation as the reliability and validity of the research outcomes are completely based on it. There are three different methods that you can use in descriptive research are:
It is the method that includes a detailed description of the subject or topic. The survey is the method by utilizing which you can collect a huge volume of facts about the topic or subject.
You can use a survey technique for directly accumulating information about the perception of people about the topic. The methods which can be applied for performing a survey in descriptive research are questionnaires, telephonic and personal interviews . In descriptive studies, generally, open-ended questions are included in a questionnaire.
2. Observation
It is basically a technique that the researcher utilities for observing and recording participants. By utilizing this technique you can easily view the subject in a natural setting.
Observations are a way of gathering data that can be used to understand how people act in real-life situations. These observations give researchers the opportunity to see behaviors and phenomena without having them rely on honesty or accuracy from respondents, which is often useful for psychologists, social scientists, and market research companies. Furthermore, observations play an important role in understanding things such as physical entities before developing models hypotheses, or theories – because they provide systematic descriptions of what’s being investigated
For example, an investigation is performed for gathering information about the buying decision-making procedure by customers. The investigator for collecting the facts about the topic has observed people in shopping malls while they are making the purchase of specific products or services. By using the observation technique you can ensure the accuracy and honesty in the information provided by respondents.
3. Case study
You can use the case study methods in research for gathering an in-depth understanding of specific phenomena. It is the method that would enable you to study the situation which takes place rarely
Case studies are a great way to provide detailed information about an individual (such as yourself), group, event, or organization. Instead of gathering data across time and space in order to identify patterns, case studies gather extensive detailed data to identify the characteristics of a narrowly defined subject.
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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!
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Child Care and Early Education Research Connections
Descriptive research studies.
Descriptive research is a type of research that is used to describe the characteristics of a population. It collects data that are used to answer a wide range of what, when, and how questions pertaining to a particular population or group. For example, descriptive studies might be used to answer questions such as: What percentage of Head Start teachers have a bachelor's degree or higher? What is the average reading ability of 5-year-olds when they first enter kindergarten? What kinds of math activities are used in early childhood programs? When do children first receive regular child care from someone other than their parents? When are children with developmental disabilities first diagnosed and when do they first receive services? What factors do programs consider when making decisions about the type of assessments that will be used to assess the skills of the children in their programs? How do the types of services children receive from their early childhood program change as children age?
Descriptive research does not answer questions about why a certain phenomenon occurs or what the causes are. Answers to such questions are best obtained from randomized and quasi-experimental studies . However, data from descriptive studies can be used to examine the relationships (correlations) among variables. While the findings from correlational analyses are not evidence of causality, they can help to distinguish variables that may be important in explaining a phenomenon from those that are not. Thus, descriptive research is often used to generate hypotheses that should be tested using more rigorous designs.
A variety of data collection methods may be used alone or in combination to answer the types of questions guiding descriptive research. Some of the more common methods include surveys, interviews, observations, case studies, and portfolios. The data collected through these methods can be either quantitative or qualitative. Quantitative data are typically analyzed and presenting using descriptive statistics . Using quantitative data, researchers may describe the characteristics of a sample or population in terms of percentages (e.g., percentage of population that belong to different racial/ethnic groups, percentage of low-income families that receive different government services) or averages (e.g., average household income, average scores of reading, mathematics and language assessments). Quantitative data, such as narrative data collected as part of a case study, may be used to organize, classify, and used to identify patterns of behaviors, attitudes, and other characteristics of groups.
Descriptive studies have an important role in early care and education research. Studies such as the National Survey of Early Care and Education and the National Household Education Surveys Program have greatly increased our knowledge of the supply of and demand for child care in the U.S. The Head Start Family and Child Experiences Survey and the Early Childhood Longitudinal Study Program have provided researchers, policy makers and practitioners with rich information about school readiness skills of children in the U.S.
Each of the methods used to collect descriptive data have their own strengths and limitations. The following are some of the strengths and limitations of descriptive research studies in general.
Study participants are questioned or observed in a natural setting (e.g., their homes, child care or educational settings).
Study data can be used to identify the prevalence of particular problems and the need for new or additional services to address these problems.
Descriptive research may identify areas in need of additional research and relationships between variables that require future study. Descriptive research is often referred to as "hypothesis generating research."
Depending on the data collection method used, descriptive studies can generate rich datasets on large and diverse samples.
Limitations:
Descriptive studies cannot be used to establish cause and effect relationships.
Respondents may not be truthful when answering survey questions or may give socially desirable responses.
The choice and wording of questions on a questionnaire may influence the descriptive findings.
Depending on the type and size of sample, the findings may not be generalizable or produce an accurate description of the population of interest.
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Descriptive Research Design
- September 29, 2021
Voxco’s Descriptive Research guide helps uncover the how, when, what, and where questions in a research problem
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When conducting a study, researchers generally try to find an explanation for the existence of a phenomenon. They want to understand “why” the phenomenon occurred.
However, before identifying why a phenomenon occurred, it is integral to answer other questions first. You need to have answers to the “what,” “when,” “how,” and “where” before you can understand the “why.” This is where descriptive research comes in.
The descriptive research design involves using a range of qualitative and quantitative research methods to collect data that aids in accurately describing a research problem.
What is Descriptive Research Design?
Descriptive research design is a type of research design that 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.
A researcher can conduct this research using various methodologies. It predominantly employs quantitative data, although qualitative data is sometimes used for descriptive purposes.
It is important to note that in the descriptive research method, the researcher does not control or manipulate any variables, unlike in experimental research. Instead, the variables are only identified, observed, and measured.
Surveys and observation are the most used method to conduct this research design. You can leverage online survey tools or offline survey tools to gather data as per your research objective.
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What are the Characteristics of Descriptive Research Design?
Let’s take a look at the defining characteristics of the descriptive research design:
1. Quantitative in nature
Descriptive research involves the collection of quantifiable and systematic data that can be used for the statistical analysis of the research problem.
2. Uncontrolled variables
One of the most prominent characteristics of descriptive research is that, unlike in experimental research, the variables are not controlled or manipulated. Instead, they are simply identified, observed, and measured.
3. A basis for further research
The data collected in descriptive research provides a base for further research as it helps obtain a comprehensive understanding of the research question so that it can be answered appropriately.
4. Cross-sectional studies
The descriptive research method is generally carried out through cross-sectional studies. A cross-sectional study is a type of observational study that involves gathering information on various variables at the individual level at a given point in time.
Example of Descriptive Research Design
To gain a deeper understanding of the descriptive method of research, let’s consider the following descriptive design research example:
Company XYZ is a girls’ shoe brand catering to girls, specifically between the ages of 4 to 14.
They want to start selling shoes for boys of the same age group as well and therefore want to gather information on the kind of shoes boys want to wear. They decide to conduct market research & choose the observational method to learn about different shoes boys wear nowadays.
Naturalistic observation can be conducted by observing boys’ shoes in schools, malls, playgrounds, and other public spaces.
This will help company XYZ identify the kind of shoe boys wear nowadays so that they can create the kind of products that will appeal to this audience.
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Why use Descriptive Research Design?
A descriptive approach to research allows researchers to thoroughly investigate the background of a research problem before further research can be carried out. It can be used in social science research to explore and document the nature and scope of a problem, to identify trends and patterns, and to provide a basis for subsequent research.
The findings of descriptive research can help inform decision-making, policy development, and program planning.
There are many different contexts in which the use of a descriptive research design is beneficial. Here are some important uses of descriptive research design:
1. To measure data trends
The descriptive method of research can be used to measure changes in variables over a period of time, allowing trends to be identified and analyzed.
2. To compare variables
Descriptive research can be used to compare different variables and how different demographics respond to different variables.
3. To define the characteristics of subjects
It can also be used to determine the different characteristics of the subjects. This can include characteristics such as opinions, traits, behavior, etc.
4. To verify or validate existing conditions
Descriptive research can prove to be a useful tool when trying to test the validity of an existing condition as it involves conducting an in-depth analysis of every variable before drawing conclusions.
What Are Some Examples of Descriptive Research Questions?
Here are some examples of descriptive research questions that can be addressed using a descriptive research design include:
- What are the demographic characteristics of a particular population?
- What is the prevalence of a particular health condition or risk factor?
- What are the attitudes and beliefs of a particular group towards a particular issue?
- What are the behaviors and experiences of individuals who have been exposed to a particular intervention or treatment?
What Are the Advantages of Descriptive Research Design?
The following are a few advantages of using a descriptive research design:
1. Multiple methods of data collection
Research can use a wide range of methods for data collection, such as case studies, observational, and survey methods. They can also decide how they want to collect the data, online, offline, or via phone.
2. Fast and cost-effective
As the descriptive research design often employs the use of surveys, data can be collected from a very large sample size quickly and cost-effectively.
Researchers aiming to conduct market research using this research design should leverage integrated market research software . It will enable them to conduct product, customer, brand, and market research using suitable channels.
3. Comprehensive
Descriptive research often uses quantitative and qualitative research in amalgamation, providing a more holistic understanding of the research topic.
4. External validity
Results obtained through the descriptive method of research often have high external validity as research is conducted in the respondent’s natural environment and no variables are manipulated.
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What Are the Disadvantages of Descriptive Research Design?
The following are a few disadvantages of using a descriptive research design:
1. Cannot test or verify the research question
The descriptive method of research cannot be used to test or verify the research problem as the data collected does not help explain the cause of the phenomena being studied.
2. Lack of reliability
If the research problem isn’t formulated well, then the data collected may not be entirely reliable. This also makes it more tedious to carry out a credible investigation.
3. Risk of untrue responses
Descriptive research relies on the responses of people, especially when conducted using surveys. There may be instances when people provide false responses, compromising the validity of the data collected and the research results.
4. Risk of sampling error
The descriptive research method generally employs random sampling while selecting a sample group. The randomness may lead to sampling error if the sample group isn’t representative of the larger population. Sampling error would lead to unreliable and inaccurate results.
What Are the Different Methods of Descriptive Research Design?
There are three most important descriptive research design methods:
In survey research, questionnaires or polls are used to collect information on a specific topic from respondents. Surveys should involve a mix of closed-ended and open-ended questions, as both have their own advantages.
Online survey tools allow multiple data collection channels such as email, website, and SMS surveys.
They are also popularly used in market research to collect customer feedback to optimize products and strategies and improve customer experience (CX). Some popular market research surveys are Net Promoter Score® (NPS®) surveys , brand tracking surveys , and conjoint analysis surveys .
2. Case Studies
The case study method involves the in-depth research of individuals or groups of individuals. Case studies involve gathering detailed data on a narrowly defined subject rather than gathering a large volume of data to identify correlations and patterns.
Therefore, this method is often used to describe a specific subject’s different characteristics rather than generalizable facts.
Case studies allow researchers to create hypotheses that can widen the scope of evaluation while studying the phenomenon. However, it is important to note that case studies cannot be used to outline the cause-and-effect relationship between variables as they cannot make accurate predictions due to the risk of researcher bias.
3. Observations method
In this method, researchers observe respondents in their natural environment, from a distance, and therefore do not influence the variables being studied. This allows them to gather information on the behaviors and characteristics being studied without having to rely on respondents for honest and accurate responses.
The observational method is considered the most effective method for carrying out descriptive research. It involves the collection of both qualitative and quantitative data. You can leverage offline survey tools to gather data digitally, even without the Internet.
Quantitative observation should be related to or understood in terms of quantity and can be analyzed with the use of statistical data analysis methods. A few examples of quantitative observations include age, weight, height, etc.
Qualitative observations, on the other hand, involve monitoring variables whose values do not need to be related to numerical measurements.
When employing this research method, the researcher can choose to be a complete observer, an observer as a participant, a participant as an observer, or a full participant.
The observational method is generally used in psychological, social, and market research to obtain data that explains how people behave in real-life settings.
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What Are the Types of Descriptive Research Design Surveys?
The following are the different types of descriptive survey studies:
1. Census survey
A census survey is a kind of survey where information is gathered from all units of a population. Data collected through a census study is highly generalizable to the population as all or most units of the population are sampled.
2. Sample survey
A sample survey involves gathering information from a small subgroup of the entire population. When selecting a sample, the aim is to select a group of individuals representing the target population so that the data collected can be generalized to the larger population. Sample groups allow research to be conducted in a fast and cost-effective way.
3. Cross-sectional survey
In this type of survey, standardized data is collected from a cross-section of the pre-determined population at a given point in time. There are two main types of cross-sectional surveys ; those with a single variable and those with two or more variables.
4. Longitudinal survey
Longitudinal surveys are used in longitudinal studies where the same variables are observed over a long period of time. This allows researchers to investigate the status of variables at different points in time. There are three main types of longitudinal studies ; trend, panel, and cohort.
5. Comparative survey
Comparative surveys are used to compare the status of two or more variables. The variables are compared using specific criteria that must be delineated as criterion variables.
6. Evaluative survey
An evaluative survey is generally used to evaluate a program, policy, or curriculum. It involves gathering information that can be used to rate the effectiveness and worthwhileness of a program or policy, or institution.
7. Documentary survey
A documentary survey involves gathering and analyzing information using pre-existing data that is already available. This data can be research papers, review articles, books, official records, etc. In documentary studies, the researcher evaluates the available literature on the research topic.
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How to Conduct a Descriptive Research Design
Use the following steps to conduct a study using the descriptive method of research:
Step-1: Outline the research objective
The first step is to identify and outline the objectives of your research and then translate these objectives into criteria of investigation. You must clearly identify the different issues and questions in the context of which the knowledge of the situation must be surveyed.
This must be framed in the form of objectives. Once you’ve clearly stated your criteria and objectives, you must also specify the nature of the data that must be gathered.
Step-2: Determine the tools and techniques to be used for data collection
In this step, you must determine the tools you will employ for the data collection process. Some examples of different tools that can be used are interviews, questionnaires, observation schedules, reaction scales, etc.
In this stage, you will have to identify which tools and techniques are relevant and valid to your study. Leverage robust survey software that offers you multiple channels, thus enabling you to utilize various channels to gather insights.
Step-3: Define the target population and sample group
In the fourth step, you will have to outline your target population. The target population is the group of individuals that you are examining in your research study. Additionally, unless you are conducting a census study and collecting data from the entire population, you must select a sample group.
You can also use an audience panel to accelerate your research. A survey panel gives you access to diverse respondents so you can create your ideal panel.
Additional read: Types of sampling methods .
Step-4: Select a method for data collection
In the data collection stage, you must have a clear plan of how your data will be collected. This involves clearly outlining the type of data you require, the tools that will be used to gather it, the level of training required by researchers to collect the data, the time required for data collection and fieldwork, and so on.
As you collect data, keep your research question and objectives in mind and aim to gather authentic and objective data without personal bias.
Step-5: Analyse the data collected
Once you’ve collected your data, you reach the sixth stage of descriptive research: data analysis. In this stage, you will have to evaluate all the data collected from all your different sources, quantify and qualify them, and then categorize them component-wise.
If you are working with quantitative and qualitative data, you must employ a range of different quantitative and qualitative analysis techniques to analyze the data collected.
Leverage survey analytics software that allows you to run statistical analysis and observe data on a live dashboard.
Step-6: Write the report
The final step of survey research involves writing the report. As survey research involves working with extensive data, it is important to keep the focus of the investigation in mind. The report must be precise and objective-oriented.
Why Use Voxco for Descriptive Research Design?
Voxco being an omnichannel survey software , can be a valuable tool in descriptive research design. It can provide its users with a convenient and efficient means of collecting data from a large number of respondents.
It allows researchers to design and distribute surveys to a targeted sample of participants, collect data in a standardized format, and analyze the results.
Here are some ways in which Voxco helps with descriptive research design:
- Customizable surveys: Voxco lets its users design surveys with a range of question types and themes.
- Ease of distribution: With a range of distribution integration, Voxco makes it easy for users to distribute surveys easily via email, SMS, social media, etc. It helps the surveys reach a larger number of respondents.
- Data analysis: Voxco not only helps researchers gather survey data but also analyzes the survey feedback, which allows researchers to get actionable insights on a visual dashboard.
Overall, Voxco survey software is an effective tool for conducting descriptive research design, as it provides a streamlined and efficient way to gather, measure, and analyze survey data.
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This sums up our article on descriptive research design. This research method helps uncover the hidden element of a customer’s behavior. It helps you create a foundation for your research by helping you create an outline of your research subject.
Begin your descriptive research with a free step-by-step guide to descriptive research
What is descriptive research?
Descriptive research design is a type of research methodology that researchers mostly use to analyze and document the behaviors and characteristics of a particular group of people. It gives a detailed analysis of a situation to explore the relation between two variables.
What is descriptive research study used for?
A descriptive research study is a type of observational research and is used for exploring and documenting the nature and scope of a problem, identifying its trends and patterns, and providing a basis for subsequent research. The outcome of a descriptive study is helpful in making decisions, developing policies, and planning social programs.
It is primarily concerned with describing the current state of a given phenomenon rather than explaining why it exists or how it came to be.
Why is descriptive research design used?
Descriptive research design can be used for a variety of reasons, including
- To describe and document a phenomenon of a particular population
- To identify patterns and trends
- To generate hypotheses for further research
- To inform decision-making and policy development
What is an example of a descriptive method?
A case study that examines the experiences of a small business run by women can be an example of a descriptive method of research. Let’s
For instance, a researcher may conduct a case study of a small business solely run by women that have successfully implemented sustainable business practices in their food cloth manufacturing business.
The case study could involve interviews with the owners of the business, observation of their business practices, and analysis of their financial data to document the costs and benefits of sustainability initiatives.
The researchers can then use the findings of the case study to provide a detailed account of the business’s approach to sustainability and to identify best practices that could be applied to other businesses.
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A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles
Edward barroga.
1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.
Glafera Janet Matanguihan
2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.
The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.
INTRODUCTION
Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6
It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4
There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.
DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES
A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5
On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4
Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8
Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12
CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES
Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13
There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10
TYPES OF RESEARCH QUESTIONS AND HYPOTHESES
Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .
Quantitative research questions | Quantitative research hypotheses |
---|---|
Descriptive research questions | Simple hypothesis |
Comparative research questions | Complex hypothesis |
Relationship research questions | Directional hypothesis |
Non-directional hypothesis | |
Associative hypothesis | |
Causal hypothesis | |
Null hypothesis | |
Alternative hypothesis | |
Working hypothesis | |
Statistical hypothesis | |
Logical hypothesis | |
Hypothesis-testing | |
Qualitative research questions | Qualitative research hypotheses |
Contextual research questions | Hypothesis-generating |
Descriptive research questions | |
Evaluation research questions | |
Explanatory research questions | |
Exploratory research questions | |
Generative research questions | |
Ideological research questions | |
Ethnographic research questions | |
Phenomenological research questions | |
Grounded theory questions | |
Qualitative case study questions |
Research questions in quantitative research
In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .
Quantitative research questions | |
---|---|
Descriptive research question | |
- Measures responses of subjects to variables | |
- Presents variables to measure, analyze, or assess | |
What is the proportion of resident doctors in the hospital who have mastered ultrasonography (response of subjects to a variable) as a diagnostic technique in their clinical training? | |
Comparative research question | |
- Clarifies difference between one group with outcome variable and another group without outcome variable | |
Is there a difference in the reduction of lung metastasis in osteosarcoma patients who received the vitamin D adjunctive therapy (group with outcome variable) compared with osteosarcoma patients who did not receive the vitamin D adjunctive therapy (group without outcome variable)? | |
- Compares the effects of variables | |
How does the vitamin D analogue 22-Oxacalcitriol (variable 1) mimic the antiproliferative activity of 1,25-Dihydroxyvitamin D (variable 2) in osteosarcoma cells? | |
Relationship research question | |
- Defines trends, association, relationships, or interactions between dependent variable and independent variable | |
Is there a relationship between the number of medical student suicide (dependent variable) and the level of medical student stress (independent variable) in Japan during the first wave of the COVID-19 pandemic? |
Hypotheses in quantitative research
In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .
Quantitative research hypotheses | |
---|---|
Simple hypothesis | |
- Predicts relationship between single dependent variable and single independent variable | |
If the dose of the new medication (single independent variable) is high, blood pressure (single dependent variable) is lowered. | |
Complex hypothesis | |
- Foretells relationship between two or more independent and dependent variables | |
The higher the use of anticancer drugs, radiation therapy, and adjunctive agents (3 independent variables), the higher would be the survival rate (1 dependent variable). | |
Directional hypothesis | |
- Identifies study direction based on theory towards particular outcome to clarify relationship between variables | |
Privately funded research projects will have a larger international scope (study direction) than publicly funded research projects. | |
Non-directional hypothesis | |
- Nature of relationship between two variables or exact study direction is not identified | |
- Does not involve a theory | |
Women and men are different in terms of helpfulness. (Exact study direction is not identified) | |
Associative hypothesis | |
- Describes variable interdependency | |
- Change in one variable causes change in another variable | |
A larger number of people vaccinated against COVID-19 in the region (change in independent variable) will reduce the region’s incidence of COVID-19 infection (change in dependent variable). | |
Causal hypothesis | |
- An effect on dependent variable is predicted from manipulation of independent variable | |
A change into a high-fiber diet (independent variable) will reduce the blood sugar level (dependent variable) of the patient. | |
Null hypothesis | |
- A negative statement indicating no relationship or difference between 2 variables | |
There is no significant difference in the severity of pulmonary metastases between the new drug (variable 1) and the current drug (variable 2). | |
Alternative hypothesis | |
- Following a null hypothesis, an alternative hypothesis predicts a relationship between 2 study variables | |
The new drug (variable 1) is better on average in reducing the level of pain from pulmonary metastasis than the current drug (variable 2). | |
Working hypothesis | |
- A hypothesis that is initially accepted for further research to produce a feasible theory | |
Dairy cows fed with concentrates of different formulations will produce different amounts of milk. | |
Statistical hypothesis | |
- Assumption about the value of population parameter or relationship among several population characteristics | |
- Validity tested by a statistical experiment or analysis | |
The mean recovery rate from COVID-19 infection (value of population parameter) is not significantly different between population 1 and population 2. | |
There is a positive correlation between the level of stress at the workplace and the number of suicides (population characteristics) among working people in Japan. | |
Logical hypothesis | |
- Offers or proposes an explanation with limited or no extensive evidence | |
If healthcare workers provide more educational programs about contraception methods, the number of adolescent pregnancies will be less. | |
Hypothesis-testing (Quantitative hypothesis-testing research) | |
- Quantitative research uses deductive reasoning. | |
- This involves the formation of a hypothesis, collection of data in the investigation of the problem, analysis and use of the data from the investigation, and drawing of conclusions to validate or nullify the hypotheses. |
Research questions in qualitative research
Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15
There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .
Qualitative research questions | |
---|---|
Contextual research question | |
- Ask the nature of what already exists | |
- Individuals or groups function to further clarify and understand the natural context of real-world problems | |
What are the experiences of nurses working night shifts in healthcare during the COVID-19 pandemic? (natural context of real-world problems) | |
Descriptive research question | |
- Aims to describe a phenomenon | |
What are the different forms of disrespect and abuse (phenomenon) experienced by Tanzanian women when giving birth in healthcare facilities? | |
Evaluation research question | |
- Examines the effectiveness of existing practice or accepted frameworks | |
How effective are decision aids (effectiveness of existing practice) in helping decide whether to give birth at home or in a healthcare facility? | |
Explanatory research question | |
- Clarifies a previously studied phenomenon and explains why it occurs | |
Why is there an increase in teenage pregnancy (phenomenon) in Tanzania? | |
Exploratory research question | |
- Explores areas that have not been fully investigated to have a deeper understanding of the research problem | |
What factors affect the mental health of medical students (areas that have not yet been fully investigated) during the COVID-19 pandemic? | |
Generative research question | |
- Develops an in-depth understanding of people’s behavior by asking ‘how would’ or ‘what if’ to identify problems and find solutions | |
How would the extensive research experience of the behavior of new staff impact the success of the novel drug initiative? | |
Ideological research question | |
- Aims to advance specific ideas or ideologies of a position | |
Are Japanese nurses who volunteer in remote African hospitals able to promote humanized care of patients (specific ideas or ideologies) in the areas of safe patient environment, respect of patient privacy, and provision of accurate information related to health and care? | |
Ethnographic research question | |
- Clarifies peoples’ nature, activities, their interactions, and the outcomes of their actions in specific settings | |
What are the demographic characteristics, rehabilitative treatments, community interactions, and disease outcomes (nature, activities, their interactions, and the outcomes) of people in China who are suffering from pneumoconiosis? | |
Phenomenological research question | |
- Knows more about the phenomena that have impacted an individual | |
What are the lived experiences of parents who have been living with and caring for children with a diagnosis of autism? (phenomena that have impacted an individual) | |
Grounded theory question | |
- Focuses on social processes asking about what happens and how people interact, or uncovering social relationships and behaviors of groups | |
What are the problems that pregnant adolescents face in terms of social and cultural norms (social processes), and how can these be addressed? | |
Qualitative case study question | |
- Assesses a phenomenon using different sources of data to answer “why” and “how” questions | |
- Considers how the phenomenon is influenced by its contextual situation. | |
How does quitting work and assuming the role of a full-time mother (phenomenon assessed) change the lives of women in Japan? |
Qualitative research hypotheses | |
---|---|
Hypothesis-generating (Qualitative hypothesis-generating research) | |
- Qualitative research uses inductive reasoning. | |
- This involves data collection from study participants or the literature regarding a phenomenon of interest, using the collected data to develop a formal hypothesis, and using the formal hypothesis as a framework for testing the hypothesis. | |
- Qualitative exploratory studies explore areas deeper, clarifying subjective experience and allowing formulation of a formal hypothesis potentially testable in a future quantitative approach. |
Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15
Hypotheses in qualitative research
Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1
FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES
Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14
The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14
As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.
Variables | Unclear and weak statement (Statement 1) | Clear and good statement (Statement 2) | Points to avoid |
---|---|---|---|
Research question | Which is more effective between smoke moxibustion and smokeless moxibustion? | “Moreover, regarding smoke moxibustion versus smokeless moxibustion, it remains unclear which is more effective, safe, and acceptable to pregnant women, and whether there is any difference in the amount of heat generated.” | 1) Vague and unfocused questions |
2) Closed questions simply answerable by yes or no | |||
3) Questions requiring a simple choice | |||
Hypothesis | The smoke moxibustion group will have higher cephalic presentation. | “Hypothesis 1. The smoke moxibustion stick group (SM group) and smokeless moxibustion stick group (-SLM group) will have higher rates of cephalic presentation after treatment than the control group. | 1) Unverifiable hypotheses |
Hypothesis 2. The SM group and SLM group will have higher rates of cephalic presentation at birth than the control group. | 2) Incompletely stated groups of comparison | ||
Hypothesis 3. There will be no significant differences in the well-being of the mother and child among the three groups in terms of the following outcomes: premature birth, premature rupture of membranes (PROM) at < 37 weeks, Apgar score < 7 at 5 min, umbilical cord blood pH < 7.1, admission to neonatal intensive care unit (NICU), and intrauterine fetal death.” | 3) Insufficiently described variables or outcomes | ||
Research objective | To determine which is more effective between smoke moxibustion and smokeless moxibustion. | “The specific aims of this pilot study were (a) to compare the effects of smoke moxibustion and smokeless moxibustion treatments with the control group as a possible supplement to ECV for converting breech presentation to cephalic presentation and increasing adherence to the newly obtained cephalic position, and (b) to assess the effects of these treatments on the well-being of the mother and child.” | 1) Poor understanding of the research question and hypotheses |
2) Insufficient description of population, variables, or study outcomes |
a These statements were composed for comparison and illustrative purposes only.
b These statements are direct quotes from Higashihara and Horiuchi. 16
Variables | Unclear and weak statement (Statement 1) | Clear and good statement (Statement 2) | Points to avoid |
---|---|---|---|
Research question | Does disrespect and abuse (D&A) occur in childbirth in Tanzania? | How does disrespect and abuse (D&A) occur and what are the types of physical and psychological abuses observed in midwives’ actual care during facility-based childbirth in urban Tanzania? | 1) Ambiguous or oversimplistic questions |
2) Questions unverifiable by data collection and analysis | |||
Hypothesis | Disrespect and abuse (D&A) occur in childbirth in Tanzania. | Hypothesis 1: Several types of physical and psychological abuse by midwives in actual care occur during facility-based childbirth in urban Tanzania. | 1) Statements simply expressing facts |
Hypothesis 2: Weak nursing and midwifery management contribute to the D&A of women during facility-based childbirth in urban Tanzania. | 2) Insufficiently described concepts or variables | ||
Research objective | To describe disrespect and abuse (D&A) in childbirth in Tanzania. | “This study aimed to describe from actual observations the respectful and disrespectful care received by women from midwives during their labor period in two hospitals in urban Tanzania.” | 1) Statements unrelated to the research question and hypotheses |
2) Unattainable or unexplorable objectives |
a This statement is a direct quote from Shimoda et al. 17
The other statements were composed for comparison and illustrative purposes only.
CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES
To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .
![Click on image to zoom An external file that holds a picture, illustration, etc.
Object name is jkms-37-e121-g001.jpg](https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9039193/bin/jkms-37-e121-g001.jpg)
Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.
Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12
In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.
![Click on image to zoom An external file that holds a picture, illustration, etc.
Object name is jkms-37-e121-g002.jpg](https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9039193/bin/jkms-37-e121-g002.jpg)
EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES
- EXAMPLE 1. Descriptive research question (quantitative research)
- - Presents research variables to be assessed (distinct phenotypes and subphenotypes)
- “BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
- RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
- EXAMPLE 2. Relationship research question (quantitative research)
- - Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
- “Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
- Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
- EXAMPLE 3. Comparative research question (quantitative research)
- - Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
- “BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
- RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
- STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
- EXAMPLE 4. Exploratory research question (qualitative research)
- - Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
- “Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
- EXAMPLE 5. Relationship research question (quantitative research)
- - Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
- “Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23
EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES
- EXAMPLE 1. Working hypothesis (quantitative research)
- - A hypothesis that is initially accepted for further research to produce a feasible theory
- “As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
- “In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
- EXAMPLE 2. Exploratory hypothesis (qualitative research)
- - Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
- “We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
- “Conclusion
- Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
- EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
- “We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
- Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
- EXAMPLE 4. Statistical hypothesis (quantitative research)
- - An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
- “Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
- “Statistical Analysis
- ( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27
EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS
- EXAMPLE 1. Background, hypotheses, and aims are provided
- “Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
- “ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
- “This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
- EXAMPLE 2. Background, hypotheses, and aims are provided
- “We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
- “ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
- EXAMPLE 3. Background, aim, and hypothesis are provided
- “In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
- “This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
- “ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30
Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.
Disclosure: The authors have no potential conflicts of interest to disclose.
Author Contributions:
- Conceptualization: Barroga E, Matanguihan GJ.
- Methodology: Barroga E, Matanguihan GJ.
- Writing - original draft: Barroga E, Matanguihan GJ.
- Writing - review & editing: Barroga E, Matanguihan GJ.
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12 Quantitative Descriptive and Correlational Research
- Published: February 2023
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This chapter presents research designs for descriptive and correlational quantitative research. Descriptive research designs are used to address the question “What is x?” Correlational research designs are used to address the question “How are things related?” In contrast to some experimental research designs, in these design types the primary area of interest under investigation is not manipulated by the researcher. Researchers investigating descriptive or correlational research questions commonly use surveys or observational methods to gather data. Surveys are an efficient method for gathering large amounts of information about such things as individuals’ experiences, beliefs, and attitudes. When designing a survey, researchers must consider many things, such as how long it will be and what it will cover. Observation is an important means of gathering data, as when researchers observe video recordings of teachers or students in various situations. Another approach to observational research is the experience sampling method (ESM). In ESM, participants are interrupted at random times throughout the day and asked to respond to questions concerning their experiences in real time. In other words, researchers ask participants what they are doing at the moment they are contacted.
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Methodology
- What Is Quantitative Research? | Definition, Uses & Methods
What Is Quantitative Research? | Definition, Uses & Methods
Published on June 12, 2020 by Pritha Bhandari . Revised on June 22, 2023.
Quantitative research is the process of collecting and analyzing numerical data. It can be used to find patterns and averages, make predictions, test causal relationships, and generalize results to wider populations.
Quantitative research is the opposite of qualitative research , which involves collecting and analyzing non-numerical data (e.g., text, video, or audio).
Quantitative research is widely used in the natural and social sciences: biology, chemistry, psychology, economics, sociology, marketing, etc.
- What is the demographic makeup of Singapore in 2020?
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Table of contents
Quantitative research methods, quantitative data analysis, advantages of quantitative research, disadvantages of quantitative research, other interesting articles, frequently asked questions about quantitative research.
You can use quantitative research methods for descriptive, correlational or experimental research.
- In descriptive research , you simply seek an overall summary of your study variables.
- In correlational research , you investigate relationships between your study variables.
- In experimental research , you systematically examine whether there is a cause-and-effect relationship between variables.
Correlational and experimental research can both be used to formally test hypotheses , or predictions, using statistics. The results may be generalized to broader populations based on the sampling method used.
To collect quantitative data, you will often need to use operational definitions that translate abstract concepts (e.g., mood) into observable and quantifiable measures (e.g., self-ratings of feelings and energy levels).
Research method | How to use | Example |
---|---|---|
Control or manipulate an to measure its effect on a dependent variable. | To test whether an intervention can reduce procrastination in college students, you give equal-sized groups either a procrastination intervention or a comparable task. You compare self-ratings of procrastination behaviors between the groups after the intervention. | |
Ask questions of a group of people in-person, over-the-phone or online. | You distribute with rating scales to first-year international college students to investigate their experiences of culture shock. | |
(Systematic) observation | Identify a behavior or occurrence of interest and monitor it in its natural setting. | To study college classroom participation, you sit in on classes to observe them, counting and recording the prevalence of active and passive behaviors by students from different backgrounds. |
Secondary research | Collect data that has been gathered for other purposes e.g., national surveys or historical records. | To assess whether attitudes towards climate change have changed since the 1980s, you collect relevant questionnaire data from widely available . |
Note that quantitative research is at risk for certain research biases , including information bias , omitted variable bias , sampling bias , or selection bias . Be sure that you’re aware of potential biases as you collect and analyze your data to prevent them from impacting your work too much.
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Once data is collected, you may need to process it before it can be analyzed. For example, survey and test data may need to be transformed from words to numbers. Then, you can use statistical analysis to answer your research questions .
Descriptive statistics will give you a summary of your data and include measures of averages and variability. You can also use graphs, scatter plots and frequency tables to visualize your data and check for any trends or outliers.
Using inferential statistics , you can make predictions or generalizations based on your data. You can test your hypothesis or use your sample data to estimate the population parameter .
First, you use descriptive statistics to get a summary of the data. You find the mean (average) and the mode (most frequent rating) of procrastination of the two groups, and plot the data to see if there are any outliers.
You can also assess the reliability and validity of your data collection methods to indicate how consistently and accurately your methods actually measured what you wanted them to.
Quantitative research is often used to standardize data collection and generalize findings . Strengths of this approach include:
- Replication
Repeating the study is possible because of standardized data collection protocols and tangible definitions of abstract concepts.
- Direct comparisons of results
The study can be reproduced in other cultural settings, times or with different groups of participants. Results can be compared statistically.
- Large samples
Data from large samples can be processed and analyzed using reliable and consistent procedures through quantitative data analysis.
- Hypothesis testing
Using formalized and established hypothesis testing procedures means that you have to carefully consider and report your research variables, predictions, data collection and testing methods before coming to a conclusion.
Despite the benefits of quantitative research, it is sometimes inadequate in explaining complex research topics. Its limitations include:
- Superficiality
Using precise and restrictive operational definitions may inadequately represent complex concepts. For example, the concept of mood may be represented with just a number in quantitative research, but explained with elaboration in qualitative research.
- Narrow focus
Predetermined variables and measurement procedures can mean that you ignore other relevant observations.
- Structural bias
Despite standardized procedures, structural biases can still affect quantitative research. Missing data , imprecise measurements or inappropriate sampling methods are biases that can lead to the wrong conclusions.
- Lack of context
Quantitative research often uses unnatural settings like laboratories or fails to consider historical and cultural contexts that may affect data collection and results.
If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.
- Chi square goodness of fit test
- Degrees of freedom
- Null hypothesis
- Discourse analysis
- Control groups
- Mixed methods research
- Non-probability sampling
- Inclusion and exclusion criteria
Research bias
- Rosenthal effect
- Implicit bias
- Cognitive bias
- Selection bias
- Negativity bias
- Status quo bias
Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.
Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.
In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .
Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.
Operationalization means turning abstract conceptual ideas into measurable observations.
For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioral avoidance of crowded places, or physical anxiety symptoms in social situations.
Before collecting data , it’s important to consider how you will operationalize the variables that you want to measure.
Reliability and validity are both about how well a method measures something:
- Reliability refers to the consistency of a measure (whether the results can be reproduced under the same conditions).
- Validity refers to the accuracy of a measure (whether the results really do represent what they are supposed to measure).
If you are doing experimental research, you also have to consider the internal and external validity of your experiment.
Hypothesis testing is a formal procedure for investigating our ideas about the world using statistics. It is used by scientists to test specific predictions, called hypotheses , by calculating how likely it is that a pattern or relationship between variables could have arisen by chance.
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Understanding Descriptive Research Designs and Methods
Siedlecki, Sandra L. PhD, RN, APRN-CNS, FAAN
Author Affiliation: Senior Nurse Scientist and Clinical Nurse Specialist, Office of Nursing Research & Innovation, Nursing Institute, Cleveland Clinic, Ohio.
The author reports no conflicts of interest.
Correspondence: Sandra L. Siedlecki, PhD, RN, APRN-CNS, 3271 Stillwater Dr, Medina, OH 44256 ( [email protected] ).
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Qualitative vs. quantitative data in research: what's the difference?
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If you're reading this, you likely already know the importance of data analysis. And you already know it can be incredibly complex.
At its simplest, research and it's data can be broken down into two different categories: quantitative and qualitative. But what's the difference between each? And when should you use them? And how can you use them together?
Understanding the differences between qualitative and quantitative data is key to any research project. Knowing both approaches can help you in understanding your data better—and ultimately understand your customers better. Quick takeaways:
Quantitative research uses objective, numerical data to answer questions like "what" and "how often." Conversely, qualitative research seeks to answer questions like "why" and "how," focusing on subjective experiences to understand motivations and reasons.
Quantitative data is collected through methods like surveys and experiments and analyzed statistically to identify patterns. Qualitative data is gathered through interviews or observations and analyzed by categorizing information to understand themes and insights.
Effective data analysis combines quantitative data for measurable insights with qualitative data for contextual depth.
What is quantitative data?
Qualitative and quantitative data differ in their approach and the type of data they collect.
Quantitative data refers to any information that can be quantified — that is, numbers. If it can be counted or measured, and given a numerical value, it's quantitative in nature. Think of it as a measuring stick.
Quantitative variables can tell you "how many," "how much," or "how often."
Some examples of quantitative data :
How many people attended last week's webinar?
How much revenue did our company make last year?
How often does a customer rage click on this app?
To analyze these research questions and make sense of this quantitative data, you’d normally use a form of statistical analysis —collecting, evaluating, and presenting large amounts of data to discover patterns and trends. Quantitative data is conducive to this type of analysis because it’s numeric and easier to analyze mathematically.
Computers now rule statistical analytics, even though traditional methods have been used for years. But today’s data volumes make statistics more valuable and useful than ever. When you think of statistical analysis now, you think of powerful computers and algorithms that fuel many of the software tools you use today.
Popular quantitative data collection methods are surveys, experiments, polls, and more.
Quantitative Data 101: What is quantitative data?
Take a deeper dive into what quantitative data is, how it works, how to analyze it, collect it, use it, and more.
Learn more about quantitative data →
What is qualitative data?
Unlike quantitative data, qualitative data is descriptive, expressed in terms of language rather than numerical values.
Qualitative data analysis describes information and cannot be measured or counted. It refers to the words or labels used to describe certain characteristics or traits.
You would turn to qualitative data to answer the "why?" or "how?" questions. It is often used to investigate open-ended studies, allowing participants (or customers) to show their true feelings and actions without guidance.
Some examples of qualitative data:
Why do people prefer using one product over another?
How do customers feel about their customer service experience?
What do people think about a new feature in the app?
Think of qualitative data as the type of data you'd get if you were to ask someone why they did something. Popular data collection methods are in-depth interviews, focus groups, or observation.
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What are the differences between qualitative vs. quantitative data?
When it comes to conducting data research, you’ll need different collection, hypotheses and analysis methods, so it’s important to understand the key differences between quantitative and qualitative data:
Quantitative data is numbers-based, countable, or measurable. Qualitative data is interpretation-based, descriptive, and relating to language.
Quantitative data tells us how many, how much, or how often in calculations. Qualitative data can help us to understand why, how, or what happened behind certain behaviors .
Quantitative data is fixed and universal. Qualitative data is subjective and unique.
Quantitative research methods are measuring and counting. Qualitative research methods are interviewing and observing.
Quantitative data is analyzed using statistical analysis. Qualitative data is analyzed by grouping the data into categories and themes.
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As you can see, both provide immense value for any data collection and are key to truly finding answers and patterns.
More examples of quantitative and qualitative data
You’ve most likely run into quantitative and qualitative data today, alone. For the visual learner, here are some examples of both quantitative and qualitative data:
Quantitative data example
The customer has clicked on the button 13 times.
The engineer has resolved 34 support tickets today.
The team has completed 7 upgrades this month.
14 cartons of eggs were purchased this month.
Qualitative data example
My manager has curly brown hair and blue eyes.
My coworker is funny, loud, and a good listener.
The customer has a very friendly face and a contagious laugh.
The eggs were delicious.
The fundamental difference is that one type of data answers primal basics and one answers descriptively.
What does this mean for data quality and analysis? If you just analyzed quantitative data, you’d be missing core reasons behind what makes a data collection meaningful. You need both in order to truly learn from data—and truly learn from your customers.
What are the advantages and disadvantages of each?
Both types of data has their own pros and cons.
Advantages of quantitative data
It’s relatively quick and easy to collect and it’s easier to draw conclusions from.
When you collect quantitative data, the type of results will tell you which statistical tests are appropriate to use.
As a result, interpreting your data and presenting those findings is straightforward and less open to error and subjectivity.
Another advantage is that you can replicate it. Replicating a study is possible because your data collection is measurable and tangible for further applications.
Disadvantages of quantitative data
Quantitative data doesn’t always tell you the full story (no matter what the perspective).
With choppy information, it can be inconclusive.
Quantitative research can be limited, which can lead to overlooking broader themes and relationships.
By focusing solely on numbers, there is a risk of missing larger focus information that can be beneficial.
Advantages of qualitative data
Qualitative data offers rich, in-depth insights and allows you to explore context.
It’s great for exploratory purposes.
Qualitative research delivers a predictive element for continuous data.
Disadvantages of qualitative data
It’s not a statistically representative form of data collection because it relies upon the experience of the host (who can lose data).
It can also require multiple data sessions, which can lead to misleading conclusions.
The takeaway is that it’s tough to conduct a successful data analysis without both. They both have their advantages and disadvantages and, in a way, they complement each other.
Now, of course, in order to analyze both types of data, information has to be collected first.
Let's get into the research.
Quantitative and qualitative research
The core difference between qualitative and quantitative research lies in their focus and methods of data collection and analysis. This distinction guides researchers in choosing an appropriate approach based on their specific research needs.
Using mixed methods of both can also help provide insights form combined qualitative and quantitative data.
Best practices of each help to look at the information under a broader lens to get a unique perspective. Using both methods is helpful because they collect rich and reliable data, which can be further tested and replicated.
What is quantitative research?
Quantitative research is based on the collection and interpretation of numeric data. It's all about the numbers and focuses on measuring (using inferential statistics ) and generalizing results. Quantitative research seeks to collect numerical data that can be transformed into usable statistics.
It relies on measurable data to formulate facts and uncover patterns in research. By employing statistical methods to analyze the data, it provides a broad overview that can be generalized to larger populations.
In terms of digital experience data, it puts everything in terms of numbers (or discrete data )—like the number of users clicking a button, bounce rates , time on site, and more.
Some examples of quantitative research:
What is the amount of money invested into this service?
What is the average number of times a button was dead clicked ?
How many customers are actually clicking this button?
Essentially, quantitative research is an easy way to see what’s going on at a 20,000-foot view.
Each data set (or customer action, if we’re still talking digital experience) has a numerical value associated with it and is quantifiable information that can be used for calculating statistical analysis so that decisions can be made.
You can use statistical operations to discover feedback patterns (with any representative sample size) in the data under examination. The results can be used to make predictions , find averages, test causes and effects, and generalize results to larger measurable data pools.
Unlike qualitative methodology, quantitative research offers more objective findings as they are based on more reliable numeric data.
Quantitative data collection methods
A survey is one of the most common research methods with quantitative data that involves questioning a large group of people. Questions are usually closed-ended and are the same for all participants. An unclear questionnaire can lead to distorted research outcomes.
Similar to surveys, polls yield quantitative data. That is, you poll a number of people and apply a numeric value to how many people responded with each answer.
Experiments
An experiment is another common method that usually involves a control group and an experimental group . The experiment is controlled and the conditions can be manipulated accordingly. You can examine any type of records involved if they pertain to the experiment, so the data is extensive.
What is qualitative research?
Qualitative research does not simply help to collect data. It gives a chance to understand the trends and meanings of natural actions. It’s flexible and iterative.
Qualitative research focuses on the qualities of users—the actions that drive the numbers. It's descriptive research. The qualitative approach is subjective, too.
It focuses on describing an action, rather than measuring it.
Some examples of qualitative research:
The sunflowers had a fresh smell that filled the office.
All the bagels with bites taken out of them had cream cheese.
The man had blonde hair with a blue hat.
Qualitative research utilizes interviews, focus groups, and observations to gather in-depth insights.
This approach shines when the research objective calls for exploring ideas or uncovering deep insights rather than quantifying elements.
Qualitative data collection methods
An interview is the most common qualitative research method. This method involves personal interaction (either in real life or virtually) with a participant. It’s mostly used for exploring attitudes and opinions regarding certain issues.
Interviews are very popular methods for collecting data in product design .
Focus groups
Data analysis by focus group is another method where participants are guided by a host to collect data. Within a group (either in person or online), each member shares their opinion and experiences on a specific topic, allowing researchers to gather perspectives and deepen their understanding of the subject matter.
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So which type of data is better for data analysis?
So how do you determine which type is better for data analysis ?
Quantitative data is structured and accountable. This type of data is formatted in a way so it can be organized, arranged, and searchable. Think about this data as numbers and values found in spreadsheets—after all, you would trust an Excel formula.
Qualitative data is considered unstructured. This type of data is formatted (and known for) being subjective, individualized, and personalized. Anything goes. Because of this, qualitative data is inferior if it’s the only data in the study. However, it’s still valuable.
Because quantitative data is more concrete, it’s generally preferred for data analysis. Numbers don’t lie. But for complete statistical analysis, using both qualitative and quantitative yields the best results.
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A perfect digital customer experience is often the difference between company growth and failure. And the first step toward building that experience is quantifying who your customers are, what they want, and how to provide them what they need.
Access to product analytics is the most efficient and reliable way to collect valuable quantitative data about funnel analysis, customer journey maps , user segments, and more.
But creating a perfect digital experience means you need organized and digestible quantitative data—but also access to qualitative data. Understanding the why is just as important as the what itself.
Fullstory's DXI platform combines the quantitative insights of product analytics with picture-perfect session replay for complete context that helps you answer questions, understand issues, and uncover customer opportunities.
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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: Qualitative research design handbook
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 behaviour 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 behaviours 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’ behaviour.
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 behaviour. 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 behaviour 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 behaviours, 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 organisations need to understand the behaviours 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 analyse 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 analyse your data to guide better, more accurate decisions for your organisation.
Related resources
Market intelligence 9 min read, qualitative research questions 11 min read, ethnographic research 11 min read, business research methods 12 min read, qualitative research design 12 min read, business research 10 min read, qualitative research interviews 11 min read, request demo.
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Descriptive research aims to accurately and systematically describe a population, situation or phenomenon. It can answer what, where, when and how questions, but not why questions. A descriptive research design can use a wide variety of research methods to investigate one or more variables. Unlike in experimental research, the researcher does ...
Quantitative: Descriptive research design is quantitative in nature, which means that it involves collecting numerical data that can be analyzed using statistical techniques. This helps to provide a more precise and accurate description of the population or phenomenon.
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 ...
As such, descriptive design is great for¹: Case reports and surveys: Descriptive research is a valuable tool for in-depth examination of uncommon diseases and other unique occurrences. In the context of surveys, it can help researchers meticulously analyse extensive datasets. A survey conducted to measure the changes in the levels of customer ...
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 ...
INTRODUCTION. In our previous article in this series, [ 1] we introduced the concept of "study designs"- as "the set of methods and procedures used to collect and analyze data on variables specified in a particular research question.". Study designs are primarily of two types - observational and interventional, with the former being ...
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.
Descriptive research aims to accurately and systematically describe a population, situation or phenomenon. It can answer what, where, when, and how questions, but not why questions. A descriptive research design can use a wide variety of research methods to investigate one or more variables. Unlike in experimental research, the researcher does ...
1. Purpose. The primary purpose of descriptive research is to describe the characteristics, behaviors, and attributes of a particular population or phenomenon. 2. Participants and Sampling. Descriptive research studies a particular population or sample that is representative of the larger population being studied.
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.
Determining when to use descriptive research depends on the nature of the research question. Before diving into the reasons behind an occurrence, understanding the how, when, and where aspects is essential. Descriptive research design is a suitable option when the research objective is to discern characteristics, frequencies, trends, and ...
When to Use Descriptive Research Design. Descriptive research is suitable when the aim of the study is to identify characteristics, frequencies, trends, categories, and the behavior of people. ... In such a type of investigation, you can utilize both qualitative and quantitative research methods for gathering facts. Descriptive research is cost ...
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. 2.
Quantitative data are typically analyzed and presenting using descriptive statistics. Using quantitative data, researchers may describe the characteristics of a sample or population in terms of percentages (e.g., percentage of population that belong to different racial/ethnic groups, percentage of low-income families that receive different ...
The descriptive research design involves using a range of qualitative and quantitative research methods to collect data that aids in accurately describing a research problem. Descriptive research design is a type of research design that aims to systematically obtain information to describe a phenomenon, situation, or population.
These are precise and typically linked to the subject population, dependent and independent variables, and research design.1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured (descriptive research questions).1,5,14 These ...
In contrast to some experimental research designs, in these design types the primary area of interest under investigation is not manipulated by the researcher. Researchers investigating descriptive or correlational research questions commonly use surveys or observational methods to gather data.
This research employed a quantitative descriptive approach and an experimental design method. Descriptive research could be performed by merely comparative analysis (Siedlecki, 2020 ).
The study adopted the descriptive research design to collect and analyze data for the study. ... The researcher chooses the survey method as the research design by using a quantitative approach.
Quantitative research design is defined as a research method used in various disciplines, including social sciences, psychology, economics, and market research. It aims to collect and analyze numerical data to answer research questions and test hypotheses. Quantitative research design offers several advantages, including the ability to ...
Quantitative research methods. You can use quantitative research methods for descriptive, correlational or experimental research. In descriptive research, you simply seek an overall summary of your study variables.; In correlational research, you investigate relationships between your study variables.; In experimental research, you systematically examine whether there is a cause-and-effect ...
Understanding Descriptive Research Designs and Methods. Siedlecki, Sandra L. PhD, RN, APRN-CNS, FAAN. Author Information. Author Affiliation: Senior Nurse Scientist and Clinical Nurse Specialist, Office of Nursing Research & Innovation, Nursing Institute, Cleveland Clinic, Ohio. The author reports no conflicts of interest.
The designs. in this chapter are survey design, descriptive design, correlational design, ex-. perimental design, and causal-comparative design. As we address each research. design, we will learn ...
Research design methods refer to the systematic approaches and techniques used to plan, structure, and conduct a research study. The choice of research design method depends on the research questions, objectives, and the nature of the study. Here are some key research design methods commonly used in various fields: 1.
Because nonexperimental research is an important methodology employed by many researchers, it is important to use a classification system of nonexperimental methods that is highly descriptive of ...
Qualitative data is subjective and unique. Quantitative research methods are measuring and counting. Qualitative research methods are interviewing and observing. Quantitative data is analyzed using statistical analysis. Qualitative data is analyzed by grouping the data into categories and themes.
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 ...