(https://research-methodology.

net/)

Descriptive Research
Descriptive research can be explained as a statement of affairs as they are at present with the
researcher having no control over variable. Moreover, “descriptive studies may be
characterised as simply the attempt to determine, describe or identify what is, while
analytical research attempts to establish why it is that way or how it came to be”[1].

Descriptive research is “aimed at casting light on current issues or problems through a process
of data collection that enables them to describe the situation more completely than was
possible without employing this method.”[2]

In its essence, descriptive studies are used to describe various aspects of the phenomenon. In
its popular format, descriptive research is used to describe characteristics and/or behaviour
of sample population.

An important characteristic of descriptive research relates to the fact that while descriptive
research can employ a number of variables, only one variable is required to conduct a
descriptive study. Three main purposes of descriptive studies can be explained as describing,
explaining and validating research findings.

Descriptive studies are closely associated with observational studies, but they are not limited
with observation (https://research-methodology.net/research-methods/qualitative-
research/observation/) data collection method. Case studies (https://research-
methodology.net/research-methods/qualitative-research/case-studies/) and surveys
(https://research-methodology.net/research-methods/survey-method/) can also be specified
as popular data collection methods used with descriptive studies.

Examples of Descriptive Research

 Research questions in descriptive studies typically start with ‘What is…”. Examples of
research questions in descriptive studies may include the following:

What are the most effective intangible employee motivation tools in hospitality industry in the
century?
What is the impact of viral marketing on consumer behaviour in consumer amongst university
udents in Canada?
o corporate leaders of multinational companies in the 21st century possess moral rights to receive
multi-million bonuses?
What are the main distinctive traits of organisational culture of McDonald’s USA?
What is the impact of the global financial crisis of 2007 – 2009 on fitness industry in the UK?

Advantages of Descriptive Research

ffective to analyse non-quantified topics and issues
he possibility to observe the phenomenon in a completely natural and unchanged natural
nvironment
he opportunity to integrate the qualitative and quantitative methods of data collection
ess time-consuming than quantitative experiments

Disadvantages of Descriptive Research

escriptive studies cannot test or verify the research problem statistically
esearch results may reflect certain level of bias due to the absence of statistical tests
he majority of descriptive studies are not ‘repeatable’ due to their observational nature
escriptive studies are not helpful in identifying cause behind described phenomenon

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(https://research-methodology.net/research-philosophy/), research approach
(https://research-methodology.net/research-methodology/research-approach/inductive-
approach-2/), methods of data collection (https://research-methodology.net/research-
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John Dudovskiy

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[1] Ethridge, D.E. (2004) “Research Methodology in Applied Economics” John Wiley & Sons,
p.24

[2] Fox, W. & Bayat, M.S. (2007) “A Guide to Managing Research” Juta Publications, p.45