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
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