Descriptive Research

I. The most commonly used methodology for research. The basic intent of descriptive research is to identify the cause of something that is happening. For example:
A. What age group is buying a particular brand of cola?
B Does a company’s market share differ between geographical regions?
C. How many competitors your company has in a particular market.

II. Descriptive research questions give rise to observational designs.
A. Observations are usually flexible and do not necessarily need to be structured around a hypothesis (remember a hypothesis is a statement about what you expect to observe).
B. Observational designs use three general ways to gather data: observation, interview, or survey.

III. Descriptive research aims to gather data without any manipulation of the research context. In other words, descriptive research is also low on the "control or manipulation of research context" scale. It is non-intrusive and deals with naturally occurring phenomena.

IV. Although this research is a highly popular research methodology, it does not always offer the causes behind a situation (but it can in some cases).


Observational Variables: Before you start on a research project make sure you how you are going to interpret your observations.

1. Descriptive: Descriptive observational variables require no inference making on the part of the researcher. You see something and write it down.

2. Inferential: Inferential observational variables require the researcher to make inferences about what is observed and the underlying emotion. For example, you may observe a girl banging on her keyboard. From this observation you may assume (correctly) that she is frustrated with the computer.

3. Evaluative: Evaluative observational variables require the researcher to make an inference and a judgment from the behavior. For example, you may question whether computers and humans have a positive relationship. "Positive" is an evaluative judgment. You observe the girl banging on her keyboard and conclude that humans and computers do not have a positive relationship (you know you must replicate these findings!).

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