Descriptive Research

Posted in Marketing and Strategy Terms, Total Reads: 4996

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. For example:  A company might be seeing a dip in sales due to a substitute product.

Here the company needs to find out information about this dip noticed. They need to find out what percentage of target market is interested in the substitute product. Descriptive research is done to get a better understanding of the problem at hand, so that an appropriate solution can be found out.

It is also called statistical research as this kind of study needs extensive usage of statistical tools.

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