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What is Descriptive Research?

Key Differences Between Exploratory and Descriptive Research

❶This could be as simple as putting a service in a test market at two different price points to see if purchase rate is highly correlated with price.

Definition: Descriptive Research

Purposes of Marketing Research
Exploratory Research

Anil, That really depends on your skills and interest. If you are coming for statistics background and like number crunching you would enjoy quantitative research. If you like meeting new people and interview them then you will enjoy qualitative research more. This is very helpful. I am having an interest in marketing research and your article helped me to give more understanding in a very simplified way.

Also, can you share us whats the career path when you want to pursue Marketing Research? I mean what is the level 1 position, level 2, and what is the highest position we can obtain?

Hi Ram, I am glad that you found this article useful. As far as career path is concerned in market research industry, it depends upon the organization you want to work for.

But like I said earlier it can be different for different organizations. Thanks for this great article. It has greatly enhanced my understanding of market research method in a very simplified way.

Above information helped me in understanding type of research. I am an Enterprenuer. I am distributor for Different Test and Measuring Industries. The main idea behind using this type of research is to better define an opinion, attitude, or behaviour held by a group of people on a given subject.

Consider your everyday multiple choice question. Since there are predefined categories a respondent must choose from, it is considered descriptive research. These questions will not give the unique insights on the issues like exploratory research would. Instead, grouping the responses into predetermined choices will provide statistically inferable data. Like descriptive research, causal research is quantitative in nature as well as preplanned and structured in design.

For this reason, it is also considered conclusive research. Causal research differs in its attempt to explain the cause and effect relationship between variables. This is opposed to the observational style of descriptive research, because it attempts to decipher whether a relationship is causal through experimentation. In the end, causal research will have two objectives: For example, a cereal brand owner wants to learn if they will receive more sales with their new cereal box design.

Instead of conducting descriptive research by asking people whether they would be more likely to buy their cereal in its new box, they would set up an experiment in two separate stores. One will sell the cereal in only its original box and the other with the new box.

Examples of a group include a collection of customers, sales people, organizations or market segments. Surveys, case studies, job analyses, document analyses, and correlational studies are each a form of descriptive marketing research. A survey gathers information from a sample to construct quantitative statistics that describe the size and attributes of a larger population.

For example, descriptive statistics can be used to calculate the percentage of a population that supports the policies of a particular president. To conduct a survey, the researcher questions a sample of respondents from within a population. The survey or questionnaire may be a document to be completed by the person who is surveyed, an online questionnaire, a telephone interview or a face-to-face interview.

A case study draws conclusions from data collected regarding real-life events for decision-support purposes. For example, a case study may focus on a particular group behavior, a business process or a school's performance.

To conduct a case study, detailed information regarding a participant or group is collected and summarized. This information is not intended to generate conclusions about a larger population, but rather to describe the event, individual or group that's the subject of the study.

A job analysis describes and classifies jobs. For example, a job analysis may provide detailed information regarding the major tasks of a tax accountant, the environment in which he works and the physical, emotional and cognitive capacities required for an individual to be successful in the role.

Case Study

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The focus of descriptive research is to provide an accurate description for something that is occurring. For example, what age group is buying a particular brand; a product’s market share within a certain industry; how many competitors a company faces; etc. This type of research is by far the most popular form of market research.

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Market researchers use descriptive or quantitative market research to answer a specific question, which may be expressed in the form of a hypothesis when the inquiry is characterized by an evidence-based structure.

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Descriptive research is the most commonly used form in marketing. In terms of marketing, focus groups are a descriptive research option because the purpose of these groups is simply to get more information about a set topic, like a product launch. Definition: Descriptive Research. It is the research done primarily to determine and describe the data and the subject of the study. The research is done to answer marketer’s questions like who is the primary target group for the product is. The research is primarily done when a company wants in depth understanding of something.

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Descriptive marketing research is a form of conclusive research used to describe both the composition of a group in such terms as income, gender, age and education and the characteristics of group members in regards to both current and future behavior. Research that explore and explains an individual, group or a situation, is called descriptive research. The exploratory research aims at the discovery of ideas and thoughts whereas the primary purpose of descriptive research is to .