DESCRIPTIVE RESEARCH

• Descriptive research is used to describecharacteristics of a population or anorganization or a situation.

• E.g. :

• A survey on customer satisfaction towardsbanks.

• A study on employee engagement activitiesfollowed by XYZ organization.

6 W’s OF DESCRIPTIVE RESEARCH

• The Six W’s, are questions whose answers are considered

basic in information-gathering.

• They are often mentioned in journalism, research, and

police investigations. They constitute a formula for getting

the complete story on a subject.

• According to the principle of the Six Ws, a report can only

be considered complete if it answers these questions

starting with an interrogative word.

6 w’s of Descriptive Research

• Who is the target audience? Are the keywords

suited to the target audience?

• What - information should be obtained from

respondent? What you are trying to measure?

• When - when should the information be

obtained

6 w’s of Descriptive Research

• Why - researcher is obtaining the information from

respondents – reasons of conducting research

• Where - researcher is obtaining the information from

respondent

• How (Way) – Way of obtaining information –like

observation, telephone interview etc.

6 w’s of Descriptive Research Example

• Cadbury is planning to launch a new line ofcookies and want to assess the market size. Thecookies have mixed chocolate pineapple flavourand will target at the premium end of the market.

• Being a researcher, discuss the six ‘w’s of thedescriptive research design and help the topmanagement of Cadbury to achieve theobjectives.

1. Who

• Who - who should be considered as aconsumer of mixed chocolate pineapplecookies?

• Some possibilities are:1. Anyone who buys cookies

2. Anyone who buys premium priced cookies

3. Anyone who buys chocolate cookies

4. Anyone who has bought sweet brand cookies

2. Where

• Where should the respondents be contactedto obtain the required information?

• Some possibilities are:

1. In the grocery store

2. At home

3. In the parking lot

3. When

• When - when should the information be obtained from the respondents?

• Some possibilities are:

1. Before purchasing their groceries

2. While purchasing their groceries

3. After purchasing their groceries

4. What

• What -- what information should be obtained from the respondents?

• Some possibilities are:

1. Demographics & Lifestyle

2. Attitude toward the chocolate pineapple cookies

3. Attitude toward the premium price

5. Why

• Why -- why are we obtaining information from the respondents?

• Some possibilities are:

1. Determine consumer attitudinal reaction in the new cookie

2. Determine the market size

6. How/Way

• Way - the possible ways in which we are going to obtain information from the respondents.

• Some possibilities are: 1. Observational techniques

2. Mall intercept interview

3. Personal interview

4. Mail interview

5. Telephone Interview

6. Electronic interview