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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.
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?
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assistance (https://research-methodology.net/about-us/ebook/) contains discussions of
theory and application of research designs. The e-book also explains all stages of
the research process (https://research-methodology.net/research-methodology/research-
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