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Descriptive Research Design – Types, Methods and Examples

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Descriptive Research Design

Definition:

Descriptive research design is a type of research methodology that aims to describe or document the characteristics, behaviors, attitudes, opinions, or perceptions of a group or population being studied.

Descriptive research design does not attempt to establish cause-and-effect relationships between variables or make predictions about future outcomes. Instead, it focuses on providing a detailed and accurate representation of the data collected, which can be useful for generating hypotheses, exploring trends, and identifying patterns in the data.

Types of Descriptive Research Design

Types of Descriptive Research Design are as follows:

Cross-sectional Study

This involves collecting data at a single point in time from a sample or population to describe their characteristics or behaviors. For example, a researcher may conduct a cross-sectional study to investigate the prevalence of certain health conditions among a population, or to describe the attitudes and beliefs of a particular group.

Longitudinal Study

This involves collecting data over an extended period of time, often through repeated observations or surveys of the same group or population. Longitudinal studies can be used to track changes in attitudes, behaviors, or outcomes over time, or to investigate the effects of interventions or treatments.

This involves an in-depth examination of a single individual, group, or situation to gain a detailed understanding of its characteristics or dynamics. Case studies are often used in psychology, sociology, and business to explore complex phenomena or to generate hypotheses for further research.

Survey Research

This involves collecting data from a sample or population through standardized questionnaires or interviews. Surveys can be used to describe attitudes, opinions, behaviors, or demographic characteristics of a group, and can be conducted in person, by phone, or online.

Observational Research

This involves observing and documenting the behavior or interactions of individuals or groups in a natural or controlled setting. Observational studies can be used to describe social, cultural, or environmental phenomena, or to investigate the effects of interventions or treatments.

Correlational Research

This involves examining the relationships between two or more variables to describe their patterns or associations. Correlational studies can be used to identify potential causal relationships or to explore the strength and direction of relationships between variables.

Data Analysis Methods

Descriptive research design data analysis methods depend on the type of data collected and the research question being addressed. Here are some common methods of data analysis for descriptive research:

Descriptive Statistics

This method involves analyzing data to summarize and describe the key features of a sample or population. Descriptive statistics can include measures of central tendency (e.g., mean, median, mode) and measures of variability (e.g., range, standard deviation).

Cross-tabulation

This method involves analyzing data by creating a table that shows the frequency of two or more variables together. Cross-tabulation can help identify patterns or relationships between variables.

Content Analysis

This method involves analyzing qualitative data (e.g., text, images, audio) to identify themes, patterns, or trends. Content analysis can be used to describe the characteristics of a sample or population, or to identify factors that influence attitudes or behaviors.

Qualitative Coding

This method involves analyzing qualitative data by assigning codes to segments of data based on their meaning or content. Qualitative coding can be used to identify common themes, patterns, or categories within the data.

Visualization

This method involves creating graphs or charts to represent data visually. Visualization can help identify patterns or relationships between variables and make it easier to communicate findings to others.

Comparative Analysis

This method involves comparing data across different groups or time periods to identify similarities and differences. Comparative analysis can help describe changes in attitudes or behaviors over time or differences between subgroups within a population.

Applications of Descriptive Research Design

Descriptive research design has numerous applications in various fields. Some of the common applications of descriptive research design are:

• Market research: Descriptive research design is widely used in market research to understand consumer preferences, behavior, and attitudes. This helps companies to develop new products and services, improve marketing strategies, and increase customer satisfaction.
• Health research: Descriptive research design is used in health research to describe the prevalence and distribution of a disease or health condition in a population. This helps healthcare providers to develop prevention and treatment strategies.
• Educational research: Descriptive research design is used in educational research to describe the performance of students, schools, or educational programs. This helps educators to improve teaching methods and develop effective educational programs.
• Social science research: Descriptive research design is used in social science research to describe social phenomena such as cultural norms, values, and beliefs. This helps researchers to understand social behavior and develop effective policies.
• Public opinion research: Descriptive research design is used in public opinion research to understand the opinions and attitudes of the general public on various issues. This helps policymakers to develop effective policies that are aligned with public opinion.
• Environmental research: Descriptive research design is used in environmental research to describe the environmental conditions of a particular region or ecosystem. This helps policymakers and environmentalists to develop effective conservation and preservation strategies.

Descriptive Research Design Examples

Here are some real-time examples of descriptive research designs:

• A restaurant chain wants to understand the demographics and attitudes of its customers. They conduct a survey asking customers about their age, gender, income, frequency of visits, favorite menu items, and overall satisfaction. The survey data is analyzed using descriptive statistics and cross-tabulation to describe the characteristics of their customer base.
• A medical researcher wants to describe the prevalence and risk factors of a particular disease in a population. They conduct a cross-sectional study in which they collect data from a sample of individuals using a standardized questionnaire. The data is analyzed using descriptive statistics and cross-tabulation to identify patterns in the prevalence and risk factors of the disease.
• An education researcher wants to describe the learning outcomes of students in a particular school district. They collect test scores from a representative sample of students in the district and use descriptive statistics to calculate the mean, median, and standard deviation of the scores. They also create visualizations such as histograms and box plots to show the distribution of scores.
• A marketing team wants to understand the attitudes and behaviors of consumers towards a new product. They conduct a series of focus groups and use qualitative coding to identify common themes and patterns in the data. They also create visualizations such as word clouds to show the most frequently mentioned topics.
• An environmental scientist wants to describe the biodiversity of a particular ecosystem. They conduct an observational study in which they collect data on the species and abundance of plants and animals in the ecosystem. The data is analyzed using descriptive statistics to describe the diversity and richness of the ecosystem.

How to Conduct Descriptive Research Design

To conduct a descriptive research design, you can follow these general steps:

• Define your research question: Clearly define the research question or problem that you want to address. Your research question should be specific and focused to guide your data collection and analysis.
• Choose your research method: Select the most appropriate research method for your research question. As discussed earlier, common research methods for descriptive research include surveys, case studies, observational studies, cross-sectional studies, and longitudinal studies.
• Design your study: Plan the details of your study, including the sampling strategy, data collection methods, and data analysis plan. Determine the sample size and sampling method, decide on the data collection tools (such as questionnaires, interviews, or observations), and outline your data analysis plan.
• Collect data: Collect data from your sample or population using the data collection tools you have chosen. Ensure that you follow ethical guidelines for research and obtain informed consent from participants.
• Analyze data: Use appropriate statistical or qualitative analysis methods to analyze your data. As discussed earlier, common data analysis methods for descriptive research include descriptive statistics, cross-tabulation, content analysis, qualitative coding, visualization, and comparative analysis.
• I nterpret results: Interpret your findings in light of your research question and objectives. Identify patterns, trends, and relationships in the data, and describe the characteristics of your sample or population.
• Draw conclusions and report results: Draw conclusions based on your analysis and interpretation of the data. Report your results in a clear and concise manner, using appropriate tables, graphs, or figures to present your findings. Ensure that your report follows accepted research standards and guidelines.

When to Use Descriptive Research Design

Descriptive research design is used in situations where the researcher wants to describe a population or phenomenon in detail. It is used to gather information about the current status or condition of a group or phenomenon without making any causal inferences. Descriptive research design is useful in the following situations:

• Exploratory research: Descriptive research design is often used in exploratory research to gain an initial understanding of a phenomenon or population.
• Identifying trends: Descriptive research design can be used to identify trends or patterns in a population, such as changes in consumer behavior or attitudes over time.
• Market research: Descriptive research design is commonly used in market research to understand consumer preferences, behavior, and attitudes.
• Health research: Descriptive research design is useful in health research to describe the prevalence and distribution of a disease or health condition in a population.
• Social science research: Descriptive research design is used in social science research to describe social phenomena such as cultural norms, values, and beliefs.
• Educational research: Descriptive research design is used in educational research to describe the performance of students, schools, or educational programs.

Purpose of Descriptive Research Design

The main purpose of descriptive research design is to describe and measure the characteristics of a population or phenomenon in a systematic and objective manner. It involves collecting data that describe the current status or condition of the population or phenomenon of interest, without manipulating or altering any variables.

The purpose of descriptive research design can be summarized as follows:

• To provide an accurate description of a population or phenomenon: Descriptive research design aims to provide a comprehensive and accurate description of a population or phenomenon of interest. This can help researchers to develop a better understanding of the characteristics of the population or phenomenon.
• To identify trends and patterns: Descriptive research design can help researchers to identify trends and patterns in the data, such as changes in behavior or attitudes over time. This can be useful for making predictions and developing strategies.
• To generate hypotheses: Descriptive research design can be used to generate hypotheses or research questions that can be tested in future studies. For example, if a descriptive study finds a correlation between two variables, this could lead to the development of a hypothesis about the causal relationship between the variables.
• To establish a baseline: Descriptive research design can establish a baseline or starting point for future research. This can be useful for comparing data from different time periods or populations.

Characteristics of Descriptive Research Design

Descriptive research design has several key characteristics that distinguish it from other research designs. Some of the main characteristics of descriptive research design are:

• Objective : Descriptive research design is objective in nature, which means that it focuses on collecting factual and accurate data without any personal bias. The researcher aims to report the data objectively without any personal interpretation.
• Non-experimental: Descriptive research design is non-experimental, which means that the researcher does not manipulate any variables. The researcher simply observes and records the behavior or characteristics of the population or phenomenon of interest.
• Quantitative : Descriptive research design is quantitative in nature, which means that it involves collecting numerical data that can be analyzed using statistical techniques. This helps to provide a more precise and accurate description of the population or phenomenon.
• Cross-sectional: Descriptive research design is often cross-sectional, which means that the data is collected at a single point in time. This can be useful for understanding the current state of the population or phenomenon, but it may not provide information about changes over time.
• Large sample size: Descriptive research design typically involves a large sample size, which helps to ensure that the data is representative of the population of interest. A large sample size also helps to increase the reliability and validity of the data.
• Systematic and structured: Descriptive research design involves a systematic and structured approach to data collection, which helps to ensure that the data is accurate and reliable. This involves using standardized procedures for data collection, such as surveys, questionnaires, or observation checklists.

Advantages of Descriptive Research Design

Descriptive research design has several advantages that make it a popular choice for researchers. Some of the main advantages of descriptive research design are:

• Provides an accurate description: Descriptive research design is focused on accurately describing the characteristics of a population or phenomenon. This can help researchers to develop a better understanding of the subject of interest.
• Easy to conduct: Descriptive research design is relatively easy to conduct and requires minimal resources compared to other research designs. It can be conducted quickly and efficiently, and data can be collected through surveys, questionnaires, or observations.
• Useful for generating hypotheses: Descriptive research design can be used to generate hypotheses or research questions that can be tested in future studies. For example, if a descriptive study finds a correlation between two variables, this could lead to the development of a hypothesis about the causal relationship between the variables.
• Large sample size : Descriptive research design typically involves a large sample size, which helps to ensure that the data is representative of the population of interest. A large sample size also helps to increase the reliability and validity of the data.
• Can be used to monitor changes : Descriptive research design can be used to monitor changes over time in a population or phenomenon. This can be useful for identifying trends and patterns, and for making predictions about future behavior or attitudes.
• Can be used in a variety of fields : Descriptive research design can be used in a variety of fields, including social sciences, healthcare, business, and education.

Limitation of Descriptive Research Design

Descriptive research design also has some limitations that researchers should consider before using this design. Some of the main limitations of descriptive research design are:

• Cannot establish cause and effect: Descriptive research design cannot establish cause and effect relationships between variables. It only provides a description of the characteristics of the population or phenomenon of interest.
• Limited generalizability: The results of a descriptive study may not be generalizable to other populations or situations. This is because descriptive research design often involves a specific sample or situation, which may not be representative of the broader population.
• Potential for bias: Descriptive research design can be subject to bias, particularly if the researcher is not objective in their data collection or interpretation. This can lead to inaccurate or incomplete descriptions of the population or phenomenon of interest.
• Limited depth: Descriptive research design may provide a superficial description of the population or phenomenon of interest. It does not delve into the underlying causes or mechanisms behind the observed behavior or characteristics.
• Limited utility for theory development: Descriptive research design may not be useful for developing theories about the relationship between variables. It only provides a description of the variables themselves.
• Relies on self-report data: Descriptive research design often relies on self-report data, such as surveys or questionnaires. This type of data may be subject to biases, such as social desirability bias or recall bias.

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Muhammad Hassan

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• What is descriptive research?

Last updated

5 February 2023

Reviewed by

Cathy Heath

Descriptive research is a common investigatory model used by researchers in various fields, including social sciences, linguistics, and academia.

Read on to understand the characteristics of descriptive research and explore its underlying techniques, processes, and procedures.

Analyze your descriptive research

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Descriptive research is an exploratory research method. It enables researchers to precisely and methodically describe a population, circumstance, or phenomenon.

As the name suggests, descriptive research describes the characteristics of the group, situation, or phenomenon being studied without manipulating variables or testing hypotheses . This can be reported using surveys , observational studies, and case studies. You can use both quantitative and qualitative methods to compile the data.

Besides making observations and then comparing and analyzing them, descriptive studies often develop knowledge concepts and provide solutions to critical issues. It always aims to answer how the event occurred, when it occurred, where it occurred, and what the problem or phenomenon is.

• Characteristics of descriptive research

The following are some of the characteristics of descriptive research:

Quantitativeness

Descriptive research can be quantitative as it gathers quantifiable data to statistically analyze a population sample. These numbers can show patterns, connections, and trends over time and can be discovered using surveys, polls, and experiments.

Qualitativeness

Descriptive research can also be qualitative. It gives meaning and context to the numbers supplied by quantitative descriptive research .

Researchers can use tools like interviews, focus groups, and ethnographic studies to illustrate why things are what they are and help characterize the research problem. This is because it’s more explanatory than exploratory or experimental research.

Uncontrolled variables

Descriptive research differs from experimental research in that researchers cannot manipulate the variables. They are recognized, scrutinized, and quantified instead. This is one of its most prominent features.

Cross-sectional studies

Descriptive research is a cross-sectional study because it examines several areas of the same group. It involves obtaining data on multiple variables at the personal level during a certain period. It’s helpful when trying to understand a larger community’s habits or preferences.

Carried out in a natural environment

Descriptive studies are usually carried out in the participants’ everyday environment, which allows researchers to avoid influencing responders by collecting data in a natural setting. You can use online surveys or survey questions to collect data or observe.

Basis for further research

You can further dissect descriptive research’s outcomes and use them for different types of investigation. The outcomes also serve as a foundation for subsequent investigations and can guide future studies. For example, you can use the data obtained in descriptive research to help determine future research designs.

• Descriptive research methods

There are three basic approaches for gathering data in descriptive research: observational, case study, and survey.

You can use surveys to gather data in descriptive research. This involves gathering information from many people using a questionnaire and interview .

Surveys remain the dominant research tool for descriptive research design. Researchers can conduct various investigations and collect multiple types of data (quantitative and qualitative) using surveys with diverse designs.

You can conduct surveys over the phone, online, or in person. Your survey might be a brief interview or conversation with a set of prepared questions intended to obtain quick information from the primary source.

Observation

This descriptive research method involves observing and gathering data on a population or phenomena without manipulating variables. It is employed in psychology, market research , and other social science studies to track and understand human behavior.

Observation is an essential component of descriptive research. It entails gathering data and analyzing it to see whether there is a relationship between the two variables in the study. This strategy usually allows for both qualitative and quantitative data analysis.

Case studies

A case study can outline a specific topic’s traits. The topic might be a person, group, event, or organization.

It involves using a subset of a larger group as a sample to characterize the features of that larger group.

You can generalize knowledge gained from studying a case study to benefit a broader audience.

This approach entails carefully examining a particular group, person, or event over time. You can learn something new about the study topic by using a small group to better understand the dynamics of the entire group.

• Types of descriptive research

There are several types of descriptive study. The most well-known include cross-sectional studies, census surveys, sample surveys, case reports, and comparison studies.

Case reports and case series

In the healthcare and medical fields, a case report is used to explain a patient’s circumstances when suffering from an uncommon illness or displaying certain symptoms. Case reports and case series are both collections of related cases. They have aided the advancement of medical knowledge on countless occasions.

The normative component is an addition to the descriptive survey. In the descriptive–normative survey, you compare the study’s results to the norm.

Descriptive survey

This descriptive type of research employs surveys to collect information on various topics. This data aims to determine the degree to which certain conditions may be attained.

You can extrapolate or generalize the information you obtain from sample surveys to the larger group being researched.

Correlative survey

Correlative surveys help establish if there is a positive, negative, or neutral connection between two variables.

Performing census surveys involves gathering relevant data on several aspects of a given population. These units include individuals, families, organizations, objects, characteristics, and properties.

During descriptive research, you gather different degrees of interest over time from a specific population. Cross-sectional studies provide a glimpse of a phenomenon’s prevalence and features in a population. There are no ethical challenges with them and they are quite simple and inexpensive to carry out.

Comparative studies

These surveys compare the two subjects’ conditions or characteristics. The subjects may include research variables, organizations, plans, and people.

Comparison points, assumption of similarities, and criteria of comparison are three important variables that affect how well and accurately comparative studies are conducted.

For instance, descriptive research can help determine how many CEOs hold a bachelor’s degree and what proportion of low-income households receive government help.

• Pros and cons

The primary advantage of descriptive research designs is that researchers can create a reliable and beneficial database for additional study. To conduct any inquiry, you need access to reliable information sources that can give you a firm understanding of a situation.

Quantitative studies are time- and resource-intensive, so knowing the hypotheses viable for testing is crucial. The basic overview of descriptive research provides helpful hints as to which variables are worth quantitatively examining. This is why it’s employed as a precursor to quantitative research designs.

Some experts view this research as untrustworthy and unscientific. However, there is no way to assess the findings because you don’t manipulate any variables statistically.

Cause-and-effect correlations also can’t be established through descriptive investigations. Additionally, observational study findings cannot be replicated, which prevents a review of the findings and their replication.

The absence of statistical and in-depth analysis and the rather superficial character of the investigative procedure are drawbacks of this research approach.

• Descriptive research examples and applications

Several descriptive research examples are emphasized based on their types, purposes, and applications. Research questions often begin with “What is …” These studies help find solutions to practical issues in social science, physical science, and education.

Here are some examples and applications of descriptive research:

Determining consumer perception and behavior

Organizations use descriptive research designs to determine how various demographic groups react to a certain product or service.

For example, a business looking to sell to its target market should research the market’s behavior first. When researching human behavior in response to a cause or event, the researcher pays attention to the traits, actions, and responses before drawing a conclusion.

Scientific classification

Scientific descriptive research enables the classification of organisms and their traits and constituents.

Measuring data trends

A descriptive study design’s statistical capabilities allow researchers to track data trends over time. It’s frequently used to determine the study target’s current circumstances and underlying patterns.

Conduct comparison

Organizations can use a descriptive research approach to learn how various demographics react to a certain product or service. For example, you can study how the target market responds to a competitor’s product and use that information to infer their behavior.

• Bottom line

A descriptive research design is suitable for exploring certain topics and serving as a prelude to larger quantitative investigations. It provides a comprehensive understanding of the “what” of the group or thing you’re investigating.

This research type acts as the cornerstone of other research methodologies . It is distinctive because it can use quantitative and qualitative research approaches at the same time.

What is descriptive research design?

Descriptive research design aims to systematically obtain information to describe a phenomenon, situation, or population. More specifically, it helps answer the what, when, where, and how questions regarding the research problem rather than the why.

How does descriptive research compare to qualitative research?

Despite certain parallels, descriptive research concentrates on describing phenomena, while qualitative research aims to understand people better.

How do you analyze descriptive research data?

Data analysis involves using various methodologies, enabling the researcher to evaluate and provide results regarding validity and reliability.

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Home Market Research

Descriptive Research: Definition, Characteristics, Methods + Examples

Suppose an apparel brand wants to understand the fashion purchasing trends among New York’s buyers, then it must conduct a demographic survey of the specific region, gather population data, and then conduct descriptive research on this demographic segment.

The study will then uncover details on “what is the purchasing pattern of New York buyers,” but will not cover any investigative information about “ why ” the patterns exist. Because for the apparel brand trying to break into this market, understanding the nature of their market is the study’s main goal. Let’s talk about it.

What is descriptive research?

Descriptive research is a research method describing the characteristics of the population or phenomenon studied. This descriptive methodology focuses more on the “what” of the research subject than the “why” of the research subject.

The method primarily focuses on describing the nature of a demographic segment without focusing on “why” a particular phenomenon occurs. In other words, it “describes” the research subject without covering “why” it happens.

Characteristics of descriptive research

The term descriptive research then refers to research questions, the design of the study, and data analysis conducted on that topic. We call it an observational research method because none of the research study variables are influenced in any capacity.

Some distinctive characteristics of descriptive research are:

• Quantitative research: It is a quantitative research method that attempts to collect quantifiable information for statistical analysis of the population sample. It is a popular market research tool that allows us to collect and describe the demographic segment’s nature.
• Uncontrolled variables: In it, none of the variables are influenced in any way. This uses observational methods to conduct the research. Hence, the nature of the variables or their behavior is not in the hands of the researcher.
• Cross-sectional studies: It is generally a cross-sectional study where different sections belonging to the same group are studied.
• The basis for further research: Researchers further research the data collected and analyzed from descriptive research using different research techniques. The data can also help point towards the types of research methods used for the subsequent research.

Applications of descriptive research with examples

A descriptive research method can be used in multiple ways and for various reasons. Before getting into any survey , though, the survey goals and survey design are crucial. Despite following these steps, there is no way to know if one will meet the research outcome. How to use descriptive research? To understand the end objective of research goals, below are some ways organizations currently use descriptive research today:

• Define respondent characteristics: The aim of using close-ended questions is to draw concrete conclusions about the respondents. This could be the need to derive patterns, traits, and behaviors of the respondents. It could also be to understand from a respondent their attitude, or opinion about the phenomenon. For example, understand millennials and the hours per week they spend browsing the internet. All this information helps the organization researching to make informed business decisions.
• Measure data trends: Researchers measure data trends over time with a descriptive research design’s statistical capabilities. Consider if an apparel company researches different demographics like age groups from 24-35 and 36-45 on a new range launch of autumn wear. If one of those groups doesn’t take too well to the new launch, it provides insight into what clothes are like and what is not. The brand drops the clothes and apparel that customers don’t like.
• Conduct comparisons: Organizations also use a descriptive research design to understand how different groups respond to a specific product or service. For example, an apparel brand creates a survey asking general questions that measure the brand’s image. The same study also asks demographic questions like age, income, gender, geographical location, geographic segmentation , etc. This consumer research helps the organization understand what aspects of the brand appeal to the population and what aspects do not. It also helps make product or marketing fixes or even create a new product line to cater to high-growth potential groups.
• Validate existing conditions: Researchers widely use descriptive research to help ascertain the research object’s prevailing conditions and underlying patterns. Due to the non-invasive research method and the use of quantitative observation and some aspects of qualitative observation , researchers observe each variable and conduct an in-depth analysis . Researchers also use it to validate any existing conditions that may be prevalent in a population.
• Conduct research at different times: The analysis can be conducted at different periods to ascertain any similarities or differences. This also allows any number of variables to be evaluated. For verification, studies on prevailing conditions can also be repeated to draw trends.

Advantages of descriptive research

Some of the significant advantages of descriptive research are:

• Data collection: A researcher can conduct descriptive research using specific methods like observational method, case study method, and survey method. Between these three, all primary data collection methods are covered, which provides a lot of information. This can be used for future research or even for developing a hypothesis for your research object.
• Varied: Since the data collected is qualitative and quantitative, it gives a holistic understanding of a research topic. The information is varied, diverse, and thorough.
• Natural environment: Descriptive research allows for the research to be conducted in the respondent’s natural environment, which ensures that high-quality and honest data is collected.
• Quick to perform and cheap: As the sample size is generally large in descriptive research, the data collection is quick to conduct and is inexpensive.

Descriptive research methods

There are three distinctive methods to conduct descriptive research. They are:

Observational method

The observational method is the most effective method to conduct this research, and researchers make use of both quantitative and qualitative observations.

A quantitative observation is the objective collection of data primarily focused on numbers and values. It suggests “associated with, of or depicted in terms of a quantity.” Results of quantitative observation are derived using statistical and numerical analysis methods. It implies observation of any entity associated with a numeric value such as age, shape, weight, volume, scale, etc. For example, the researcher can track if current customers will refer the brand using a simple Net Promoter Score question .

Qualitative observation doesn’t involve measurements or numbers but instead just monitoring characteristics. In this case, the researcher observes the respondents from a distance. Since the respondents are in a comfortable environment, the characteristics observed are natural and effective. In a descriptive research design, the researcher can choose to be either a complete observer, an observer as a participant, a participant as an observer, or a full participant. For example, in a supermarket, a researcher can from afar monitor and track the customers’ selection and purchasing trends. This offers a more in-depth insight into the purchasing experience of the customer.

Case study method

Case studies involve in-depth research and study of individuals or groups. Case studies lead to a hypothesis and widen a further scope of studying a phenomenon. However, case studies should not be used to determine cause and effect as they can’t make accurate predictions because there could be a bias on the researcher’s part. The other reason why case studies are not a reliable way of conducting descriptive research is that there could be an atypical respondent in the survey. Describing them leads to weak generalizations and moving away from external validity.

Survey research

In survey research, respondents answer through surveys or questionnaires or polls . They are a popular market research tool to collect feedback from respondents. A study to gather useful data should have the right survey questions. It should be a balanced mix of open-ended questions and close ended-questions . The survey method can be conducted online or offline, making it the go-to option for descriptive research where the sample size is enormous.

Examples of descriptive research

Some examples of descriptive research are:

• A specialty food group launching a new range of barbecue rubs would like to understand what flavors of rubs are favored by different people. To understand the preferred flavor palette, they conduct this type of research study using various methods like observational methods in supermarkets. By also surveying while collecting in-depth demographic information, offers insights about the preference of different markets. This can also help tailor make the rubs and spreads to various preferred meats in that demographic. Conducting this type of research helps the organization tweak their business model and amplify marketing in core markets.
• Another example of where this research can be used is if a school district wishes to evaluate teachers’ attitudes about using technology in the classroom. By conducting surveys and observing their comfortableness using technology through observational methods, the researcher can gauge what they can help understand if a full-fledged implementation can face an issue. This also helps in understanding if the students are impacted in any way with this change.

Some other research problems and research questions that can lead to descriptive research are:

• Market researchers want to observe the habits of consumers.
• A company wants to evaluate the morale of its staff.
• A school district wants to understand if students will access online lessons rather than textbooks.
• To understand if its wellness questionnaire programs enhance the overall health of the employees.

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What is Descriptive Research and How is it Used?

Introduction

What does descriptive research mean, why would you use a descriptive research design, what are the characteristics of descriptive research, examples of descriptive research, what are the data collection methods in descriptive research, how do you analyze descriptive research data, ensuring validity and reliability in the findings.

Conducting descriptive research offers researchers a way to present phenomena as they naturally occur. Rooted in an open-ended and non-experimental nature, this type of research focuses on portraying the details of specific phenomena or contexts, helping readers gain a clearer understanding of topics of interest.

From businesses gauging customer satisfaction to educators assessing classroom dynamics, the data collected from descriptive research provides invaluable insights across various fields.

This article aims to illuminate the essence, utility, characteristics, and methods associated with descriptive research, guiding those who wish to harness its potential in their respective domains.

At its core, descriptive research refers to a systematic approach used by researchers to collect, analyze, and present data about real-life phenomena to describe it in its natural context. It primarily aims to describe what exists, based on empirical observations .

Unlike experimental research, where variables are manipulated to observe outcomes, descriptive research deals with the "as-is" scenario to facilitate further research by providing a framework or new insights on which continuing studies can build.

Definition of descriptive research

Descriptive research is defined as a research method that observes and describes the characteristics of a particular group, situation, or phenomenon.

The goal is not to establish cause and effect relationships but rather to provide a detailed account of the situation.

The difference between descriptive and exploratory research

While both descriptive and exploratory research seek to provide insights into a topic or phenomenon, they differ in their focus. Exploratory research is more about investigating a topic to develop preliminary insights or to identify potential areas of interest.

In contrast, descriptive research offers detailed accounts and descriptions of the observed phenomenon, seeking to paint a full picture of what's happening.

The evolution of descriptive research in academia

Historically, descriptive research has played a foundational role in numerous academic disciplines. Anthropologists, for instance, used this approach to document cultures and societies. Psychologists have employed it to capture behaviors, emotions, and reactions.

Over time, the method has evolved, incorporating technological advancements and adapting to contemporary needs, yet its essence remains rooted in describing a phenomenon or setting as it is.

Descriptive research serves as a cornerstone in the research landscape for its ability to provide a detailed snapshot of life. Its unique qualities and methods make it an invaluable method for various research purposes. Here's why:

Benefits of obtaining a clear picture

Descriptive research captures the present state of phenomena, offering researchers a detailed reflection of situations. This unaltered representation is crucial for sectors like marketing, where understanding current consumer behavior can shape future strategies.

Facilitating data interpretation

Given its straightforward nature, descriptive research can provide data that's easier to interpret, both for researchers and their audiences. Rather than analyzing complex statistical relationships among variables, researchers present detailed descriptions of their qualitative observations . Researchers can engage in in depth analysis relating to their research question , but audiences can also draw insights from their own interpretations or reflections on potential underlying patterns.

Enhancing the clarity of the research problem

By presenting things as they are, descriptive research can help elucidate ambiguous research questions. A well-executed descriptive study can shine light on overlooked aspects of a problem, paving the way for further investigative research.

Addressing practical problems

In real-world scenarios, it's not always feasible to manipulate variables or set up controlled experiments. For instance, in social sciences, understanding cultural norms without interference is paramount. Descriptive research allows for such non-intrusive insights, ensuring genuine understanding.

Building a foundation for future research

Often, descriptive studies act as stepping stones for more complex research endeavors. By establishing baseline data and highlighting patterns, they create a platform upon which more intricate hypotheses can be built and tested in subsequent studies.

Descriptive research is distinguished by a set of hallmark characteristics that set it apart from other research methodologies . Recognizing these features can help researchers effectively design, implement , and interpret descriptive studies.

Specificity in the research question

As with all research, descriptive research starts with a well-defined research question aiming to detail a particular phenomenon. The specificity ensures that the study remains focused on gathering relevant data without unnecessary deviations.

Focus on the present situation

While some research methods aim to predict future trends or uncover historical truths, descriptive research is predominantly concerned with the present. It seeks to capture the current state of affairs, such as understanding today's consumer habits or documenting a newly observed phenomenon.

Standardized and structured methodology

To ensure credibility and consistency in results, descriptive research often employs standardized methods. Whether it's using a fixed set of survey questions or adhering to specific observation protocols, this structured approach ensures that data is collected uniformly, making it easier to compare and analyze.

Non-manipulative approach in observation

One of the standout features of descriptive research is its non-invasive nature. Researchers observe and document without influencing the research subject or the environment. This passive stance ensures that the data gathered is a genuine reflection of the phenomenon under study.

Replicability and consistency in results

Due to its structured methodology, findings from descriptive research can often be replicated in different settings or with different samples. This consistency adds to the credibility of the results, reinforcing the validity of the insights drawn from the study.

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Numerous fields and sectors conduct descriptive research for its versatile and detailed nature. Through its focus on presenting things as they naturally occur, it provides insights into a myriad of scenarios. Here are some tangible examples from diverse domains:

Conducting market research

Businesses often turn to data analysis through descriptive research to understand the demographics of their target market. For instance, a company launching a new product might survey potential customers to understand their age, gender, income level, and purchasing habits, offering valuable data for targeted marketing strategies.

Evaluating employee behaviors

Organizations rely on descriptive research designs to assess the behavior and attitudes of their employees. By conducting observations or surveys , companies can gather data on workplace satisfaction, collaboration patterns, or the impact of a new office layout on productivity.

Understanding consumer preferences

Brands aiming to understand their consumers' likes and dislikes often use descriptive research. By observing shopping behaviors or conducting product feedback surveys , they can gauge preferences and adjust their offerings accordingly.

Documenting historical patterns

Historians and anthropologists employ descriptive research to identify patterns through analysis of events or cultural practices. For instance, a historian might detail the daily life in a particular era, while an anthropologist might document rituals and ceremonies of a specific tribe.

Assessing student performance

Educational researchers can utilize descriptive studies to understand the effectiveness of teaching methodologies. By observing classrooms or surveying students, they can measure data trends and gauge the impact of a new teaching technique or curriculum on student engagement and performance.

Descriptive research methods aim to authentically represent situations and phenomena. These techniques ensure the collection of comprehensive and reliable data about the subject of interest.

The most appropriate descriptive research method depends on the research question and resources available for your research study.

Surveys and questionnaires

One of the most familiar tools in the researcher's arsenal, surveys and questionnaires offer a structured means of collecting data from a vast audience. Through carefully designed questions, researchers can obtain standardized responses that lend themselves to straightforward comparison and analysis in quantitative and qualitative research .

Survey research can manifest in various formats, from face-to-face interactions and telephone conversations to digital platforms. While surveys can reach a broad audience and generate quantitative data ripe for statistical analysis, they also come with the challenge of potential biases in design and rely heavily on respondent honesty.

Observations and case studies

Direct or participant observation is a method wherein researchers actively watch and document behaviors or events. A researcher might, for instance, observe the dynamics within a classroom or the behaviors of shoppers in a market setting.

Case studies provide an even deeper dive, focusing on a thorough analysis of a specific individual, group, or event. These methods present the advantage of capturing real-time, detailed data, but they might also be time-intensive and can sometimes introduce observer bias .

Interviews and focus groups

Interviews , whether they follow a structured script or flow more organically, are a powerful means to extract detailed insights directly from participants. On the other hand, focus groups gather multiple participants for discussions, aiming to gather diverse and collective opinions on a particular topic or product.

These methods offer the benefit of deep insights and adaptability in data collection . However, they necessitate skilled interviewers, and focus group settings might see individual opinions being influenced by group dynamics.

Document and content analysis

Here, instead of generating new data, researchers examine existing documents or content . This can range from studying historical records and newspapers to analyzing media content or literature.

Analyzing existing content offers the advantage of accessibility and can provide insights over longer time frames. However, the reliability and relevance of the content are paramount, and researchers must approach this method with a discerning eye.

Descriptive research data, rich in details and insights, necessitates meticulous analysis to derive meaningful conclusions. The analysis process transforms raw data into structured findings that can be communicated and acted upon.

Qualitative content analysis

For data collected through interviews , focus groups , observations , or open-ended survey questions , qualitative content analysis is a popular choice. This involves examining non-numerical data to identify patterns, themes, or categories.

By coding responses or observations , researchers can identify recurring elements, making it easier to comprehend larger data sets and draw insights.

Using descriptive statistics

When dealing with quantitative data from surveys or experiments, descriptive statistics are invaluable. Measures such as mean, median, mode, standard deviation, and frequency distributions help summarize data sets, providing a snapshot of the overall patterns.

Graphical representations like histograms, pie charts, or bar graphs can further help in visualizing these statistics.

Coding and categorizing the data

Both qualitative and quantitative data often require coding. Coding involves assigning labels to specific responses or behaviors to group similar segments of data. This categorization aids in identifying patterns, especially in vast data sets.

For instance, responses to open-ended questions in a survey can be coded based on keywords or sentiments, allowing for a more structured analysis.

Visual representation through graphs and charts

Visual aids like graphs, charts, and plots can simplify complex data, making it more accessible and understandable. Whether it's showcasing frequency distributions through histograms or mapping out relationships with networks, visual representations can elucidate trends and patterns effectively.

In the realm of research , the credibility of findings is paramount. Without trustworthiness in the results, even the most meticulously gathered data can lose its value. Two cornerstones that bolster the credibility of research outcomes are validity and reliability .

Validity: Measuring the right thing

Validity addresses the accuracy of the research. It seeks to answer the question: Is the research genuinely measuring what it aims to measure? In descriptive research, where the objective is to paint an authentic picture of the current state of affairs, ensuring validity is crucial.

For instance, if a study aims to understand consumer preferences for a product category, the questions posed should genuinely reflect those preferences and not veer into unrelated territories. Multiple forms of validity, including content, criterion, and construct validity, can be examined to ensure that the research instruments and processes are aligned with the research goals.

Reliability: Consistency in findings

Reliability, on the other hand, pertains to the consistency of the research findings. When a study demonstrates reliability, this suggests that others could repeat the study and the outcomes would remain consistent across repetitions.

In descriptive research, factors like the clarity of survey questions , the training of observers , and the standardization of interview protocols play a role in enhancing reliability. Techniques such as test-retest and internal consistency measurements can be employed to assess and improve reliability.

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• Descriptive Research Design | Definition, Methods & Examples

Descriptive Research Design | Definition, Methods & Examples

Published on 5 May 2022 by Shona McCombes . Revised on 10 October 2022.

Descriptive research aims to accurately and systematically describe a population, situation or phenomenon. It can answer what , where , when , and how   questions , but not why questions.

A descriptive research design can use a wide variety of research methods  to investigate one or more variables . Unlike in experimental research , the researcher does not control or manipulate any of the variables, but only observes and measures them.

Table of contents

When to use a descriptive research design, descriptive research methods.

Descriptive research is an appropriate choice when the research aim is to identify characteristics, frequencies, trends, and categories.

It is useful when not much is known yet about the topic or problem. Before you can research why something happens, you need to understand how, when, and where it happens.

• How has the London housing market changed over the past 20 years?
• Do customers of company X prefer product Y or product Z?
• What are the main genetic, behavioural, and morphological differences between European wildcats and domestic cats?
• What are the most popular online news sources among under-18s?
• How prevalent is disease A in population B?

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Descriptive research is usually defined as a type of quantitative research , though qualitative research can also be used for descriptive purposes. The research design should be carefully developed to ensure that the results are valid and reliable .

Survey research allows you to gather large volumes of data that can be analysed for frequencies, averages, and patterns. Common uses of surveys include:

• Describing the demographics of a country or region
• Gauging public opinion on political and social topics
• Evaluating satisfaction with a company’s products or an organisation’s services

Observations

Observations allow you to gather data on behaviours and phenomena without having to rely on the honesty and accuracy of respondents. This method is often used by psychological, social, and market researchers to understand how people act in real-life situations.

Observation of physical entities and phenomena is also an important part of research in the natural sciences. Before you can develop testable hypotheses , models, or theories, it’s necessary to observe and systematically describe the subject under investigation.

Case studies

A case study can be used to describe the characteristics of a specific subject (such as a person, group, event, or organisation). Instead of gathering a large volume of data to identify patterns across time or location, case studies gather detailed data to identify the characteristics of a narrowly defined subject.

Rather than aiming to describe generalisable facts, case studies often focus on unusual or interesting cases that challenge assumptions, add complexity, or reveal something new about a research problem .

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Descriptive research: what it is and how to use it.

8 min read Understanding the who, what and where of a situation or target group is an essential part of effective research and making informed business decisions.

For example you might want to understand what percentage of CEOs have a bachelor’s degree or higher. Or you might want to understand what percentage of low income families receive government support – or what kind of support they receive.

Descriptive research is what will be used in these types of studies.

In this guide we’ll look through the main issues relating to descriptive research to give you a better understanding of what it is, and how and why you can use it.

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What is descriptive research?

Descriptive research is a research method used to try and determine the characteristics of a population or particular phenomenon.

Using descriptive research you can identify patterns in the characteristics of a group to essentially establish everything you need to understand apart from why something has happened.

Market researchers use descriptive research for a range of commercial purposes to guide key decisions.

For example you could use descriptive research to understand fashion trends in a given city when planning your clothing collection for the year. Using descriptive research you can conduct in depth analysis on the demographic makeup of your target area and use the data analysis to establish buying patterns.

Conducting descriptive research wouldn’t, however, tell you why shoppers are buying a particular type of fashion item.

Descriptive research design

Descriptive research design uses a range of both qualitative research and quantitative data (although quantitative research is the primary research method) to gather information to make accurate predictions about a particular problem or hypothesis.

As a survey method, descriptive research designs will help researchers identify characteristics in their target market or particular population.

These characteristics in the population sample can be identified, observed and measured to guide decisions.

Descriptive research characteristics

While there are a number of descriptive research methods you can deploy for data collection, descriptive research does have a number of predictable characteristics.

Here are a few of the things to consider:

Measure data trends with statistical outcomes

Descriptive research is often popular for survey research because it generates answers in a statistical form, which makes it easy for researchers to carry out a simple statistical analysis to interpret what the data is saying.

Descriptive research design is ideal for further research

Because the data collection for descriptive research produces statistical outcomes, it can also be used as secondary data for another research study.

Plus, the data collected from descriptive research can be subjected to other types of data analysis .

Uncontrolled variables

A key component of the descriptive research method is that it uses random variables that are not controlled by the researchers. This is because descriptive research aims to understand the natural behavior of the research subject.

It’s carried out in a natural environment

Descriptive research is often carried out in a natural environment. This is because researchers aim to gather data in a natural setting to avoid swaying respondents.

Data can be gathered using survey questions or online surveys.

For example, if you want to understand the fashion trends we mentioned earlier, you would set up a study in which a researcher observes people in the respondent’s natural environment to understand their habits and preferences.

Descriptive research allows for cross sectional study

Because of the nature of descriptive research design and the randomness of the sample group being observed, descriptive research is ideal for cross sectional studies – essentially the demographics of the group can vary widely and your aim is to gain insights from within the group.

This can be highly beneficial when you’re looking to understand the behaviors or preferences of a wider population.

Descriptive research advantages

There are many advantages to using descriptive research, some of them include:

Cost effectiveness

Because the elements needed for descriptive research design are not specific or highly targeted (and occur within the respondent’s natural environment) this type of study is relatively cheap to carry out.

Multiple types of data can be collected

A big advantage of this research type, is that you can use it to collect both quantitative and qualitative data. This means you can use the stats gathered to easily identify underlying patterns in your respondents’ behavior.

Descriptive research disadvantages

Potential reliability issues.

When conducting descriptive research it’s important that the initial survey questions are properly formulated.

If not, it could make the answers unreliable and risk the credibility of your study.

Potential limitations

As we’ve mentioned, descriptive research design is ideal for understanding the what, who or where of a situation or phenomenon.

However, it can’t help you understand the cause or effect of the behavior. This means you’ll need to conduct further research to get a more complete picture of a situation.

Descriptive research methods

Because descriptive research methods include a range of quantitative and qualitative research, there are several research methods you can use.

Use case studies

Case studies in descriptive research involve conducting in-depth and detailed studies in which researchers get a specific person or case to answer questions.

Case studies shouldn’t be used to generate results, rather it should be used to build or establish hypothesis that you can expand into further market research .

For example you could gather detailed data about a specific business phenomenon, and then use this deeper understanding of that specific case.

Use observational methods

This type of study uses qualitative observations to understand human behavior within a particular group.

By understanding how the different demographics respond within your sample you can identify patterns and trends.

As an observational method, descriptive research will not tell you the cause of any particular behaviors, but that could be established with further research.

Use survey research

Surveys are one of the most cost effective ways to gather descriptive data.

An online survey or questionnaire can be used in descriptive studies to gather quantitative information about a particular problem.

Survey research is ideal if you’re using descriptive research as your primary research.

Descriptive research examples

Descriptive research is used for a number of commercial purposes or when organizations need to understand the behaviors or opinions of a population.

One of the biggest examples of descriptive research that is used in every democratic country, is during elections.

Using descriptive research, researchers will use surveys to understand who voters are more likely to choose out of the parties or candidates available.

Using the data provided, researchers can analyze the data to understand what the election result will be.

In a commercial setting, retailers often use descriptive research to figure out trends in shopping and buying decisions.

By gathering information on the habits of shoppers, retailers can get a better understanding of the purchases being made.

Another example that is widely used around the world, is the national census that takes place to understand the population.

The research will provide a more accurate picture of a population’s demographic makeup and help to understand changes over time in areas like population age, health and education level.

Where Qualtrics helps with descriptive research

Whatever type of research you want to carry out, there’s a survey type that will work.

Qualtrics can help you determine the appropriate method and ensure you design a study that will deliver the insights you need.

Our experts can help you with your market research needs , ensuring you get the most out of Qualtrics market research software to design, launch and analyze your data to guide better, more accurate decisions for your organization.

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• Descriptive Research Designs: Types, Examples & Methods

One of the components of research is getting enough information about the research problem—the what, how, when and where answers, which is why descriptive research is an important type of research. It is very useful when conducting research whose aim is to identify characteristics, frequencies, trends, correlations, and categories.

This research method takes a problem with little to no relevant information and gives it a befitting description using qualitative and quantitative research method s. Descriptive research aims to accurately describe a research problem.

In the subsequent sections, we will be explaining what descriptive research means, its types, examples, and data collection methods.

What is Descriptive Research?

Descriptive research is a type of research that describes a population, situation, or phenomenon that is being studied. It focuses on answering the how, what, when, and where questions If a research problem, rather than the why.

This is mainly because it is important to have a proper understanding of what a research problem is about before investigating why it exists in the first place. 

For example, an investor considering an investment in the ever-changing Amsterdam housing market needs to understand what the current state of the market is, how it changes (increasing or decreasing), and when it changes (time of the year) before asking for the why. This is where descriptive research comes in.

What Are The Types of Descriptive Research?

Descriptive research is classified into different types according to the kind of approach that is used in conducting descriptive research. The different types of descriptive research are highlighted below:

• Descriptive-survey

Descriptive survey research uses surveys to gather data about varying subjects. This data aims to know the extent to which different conditions can be obtained among these subjects.

For example, a researcher wants to determine the qualification of employed professionals in Maryland. He uses a survey as his research instrument , and each item on the survey related to qualifications is subjected to a Yes/No answer. 

This way, the researcher can describe the qualifications possessed by the employed demographics of this community. 

• Descriptive-normative survey

This is an extension of the descriptive survey, with the addition being the normative element. In the descriptive-normative survey, the results of the study should be compared with the norm.

For example, an organization that wishes to test the skills of its employees by a team may have them take a skills test. The skills tests are the evaluation tool in this case, and the result of this test is compared with the norm of each role.

If the score of the team is one standard deviation above the mean, it is very satisfactory, if within the mean, satisfactory, and one standard deviation below the mean is unsatisfactory.

• Descriptive-status

This is a quantitative description technique that seeks to answer questions about real-life situations. For example, a researcher researching the income of the employees in a company, and the relationship with their performance.

A survey will be carried out to gather enough data about the income of the employees, then their performance will be evaluated and compared to their income. This will help determine whether a higher income means better performance and low income means lower performance or vice versa.

• Descriptive-analysis

The descriptive-analysis method of research describes a subject by further analyzing it, which in this case involves dividing it into 2 parts. For example, the HR personnel of a company that wishes to analyze the job role of each employee of the company may divide the employees into the people that work at the Headquarters in the US and those that work from Oslo, Norway office.

A questionnaire is devised to analyze the job role of employees with similar salaries and who work in similar positions.

• Descriptive classification

This method is employed in biological sciences for the classification of plants and animals. A researcher who wishes to classify the sea animals into different species will collect samples from various search stations, then classify them accordingly.

• Descriptive-comparative

In descriptive-comparative research, the researcher considers 2 variables that are not manipulated, and establish a formal procedure to conclude that one is better than the other. For example, an examination body wants to determine the better method of conducting tests between paper-based and computer-based tests.

A random sample of potential participants of the test may be asked to use the 2 different methods, and factors like failure rates, time factors, and others will be evaluated to arrive at the best method.

• Correlative Survey

Correlative surveys are used to determine whether the relationship between 2 variables is positive, negative, or neutral. That is, if 2 variables say X and Y are directly proportional, inversely proportional or are not related to each other.

Examples of Descriptive Research

There are different examples of descriptive research, that may be highlighted from its types, uses, and applications. However, we will be restricting ourselves to only 3 distinct examples in this article.

• Comparing Student Performance:

An academic institution may wish 2 compare the performance of its junior high school students in English language and Mathematics. This may be used to classify students based on 2 major groups, with one group going ahead to study while courses, while the other study courses in the Arts & Humanities field.

Students who are more proficient in mathematics will be encouraged to go into STEM and vice versa. Institutions may also use this data to identify students’ weak points and work on ways to assist them.

• Scientific Classification

During the major scientific classification of plants, animals, and periodic table elements, the characteristics and components of each subject are evaluated and used to determine how they are classified.

For example, living things may be classified into kingdom Plantae or kingdom animal is depending on their nature. Further classification may group animals into mammals, pieces, vertebrae, invertebrae, etc. 

All these classifications are made a result of descriptive research which describes what they are.

• Human Behavior

When studying human behaviour based on a factor or event, the researcher observes the characteristics, behaviour, and reaction, then use it to conclude. A company willing to sell to its target market needs to first study the behaviour of the market.

This may be done by observing how its target reacts to a competitor’s product, then use it to determine their behaviour.

What are the Characteristics of Descriptive Research?  

The characteristics of descriptive research can be highlighted from its definition, applications, data collection methods, and examples. Some characteristics of descriptive research are:

• Quantitativeness

Descriptive research uses a quantitative research method by collecting quantifiable information to be used for statistical analysis of the population sample. This is very common when dealing with research in the physical sciences.

• Qualitativeness

It can also be carried out using the qualitative research method, to properly describe the research problem. This is because descriptive research is more explanatory than exploratory or experimental.

• Uncontrolled variables

In descriptive research, researchers cannot control the variables like they do in experimental research.

• The basis for further research

The results of descriptive research can be further analyzed and used in other research methods. It can also inform the next line of research, including the research method that should be used.

This is because it provides basic information about the research problem, which may give birth to other questions like why a particular thing is the way it is.

Why Use Descriptive Research Design?  

Descriptive research can be used to investigate the background of a research problem and get the required information needed to carry out further research. It is used in multiple ways by different organizations, and especially when getting the required information about their target audience.

• Define subject characteristics :

It is used to determine the characteristics of the subjects, including their traits, behaviour, opinion, etc. This information may be gathered with the use of surveys, which are shared with the respondents who in this case, are the research subjects.

For example, a survey evaluating the number of hours millennials in a community spends on the internet weekly, will help a service provider make informed business decisions regarding the market potential of the community.

• Measure Data Trends

It helps to measure the changes in data over some time through statistical methods. Consider the case of individuals who want to invest in stock markets, so they evaluate the changes in prices of the available stocks to make a decision investment decision.

Brokerage companies are however the ones who carry out the descriptive research process, while individuals can view the data trends and make decisions.

Descriptive research is also used to compare how different demographics respond to certain variables. For example, an organization may study how people with different income levels react to the launch of a new Apple phone.

This kind of research may take a survey that will help determine which group of individuals are purchasing the new Apple phone. Do the low-income earners also purchase the phone, or only the high-income earners do?

Further research using another technique will explain why low-income earners are purchasing the phone even though they can barely afford it. This will help inform strategies that will lure other low-income earners and increase company sales.

• Validate existing conditions

When you are not sure about the validity of an existing condition, you can use descriptive research to ascertain the underlying patterns of the research object. This is because descriptive research methods make an in-depth analysis of each variable before making conclusions.

• Conducted Overtime

Descriptive research is conducted over some time to ascertain the changes observed at each point in time. The higher the number of times it is conducted, the more authentic the conclusion will be.

What are the Disadvantages of Descriptive Research?  

• Response and Non-response Bias

Respondents may either decide not to respond to questions or give incorrect responses if they feel the questions are too confidential. When researchers use observational methods, respondents may also decide to behave in a particular manner because they feel they are being watched.

• The researcher may decide to influence the result of the research due to personal opinion or bias towards a particular subject. For example, a stockbroker who also has a business of his own may try to lure investors into investing in his own company by manipulating results.
• A case-study or sample taken from a large population is not representative of the whole population.
• Limited scope:The scope of descriptive research is limited to the what of research, with no information on why thereby limiting the scope of the research.

What are the Data Collection Methods in Descriptive Research?  

There are 3 main data collection methods in descriptive research, namely; observational method, case study method, and survey research.

1. Observational Method

The observational method allows researchers to collect data based on their view of the behaviour and characteristics of the respondent, with the respondents themselves not directly having an input. It is often used in market research, psychology, and some other social science research to understand human behaviour.

It is also an important aspect of physical scientific research, with it being one of the most effective methods of conducting descriptive research . This process can be said to be either quantitative or qualitative.

Quantitative observation involved the objective collection of numerical data , whose results can be analyzed using numerical and statistical methods. 

Qualitative observation, on the other hand, involves the monitoring of characteristics and not the measurement of numbers. The researcher makes his observation from a distance, records it, and is used to inform conclusions.

2. Case Study Method

A case study is a sample group (an individual, a group of people, organizations, events, etc.) whose characteristics are used to describe the characteristics of a larger group in which the case study is a subgroup. The information gathered from investigating a case study may be generalized to serve the larger group.

This generalization, may, however, be risky because case studies are not sufficient to make accurate predictions about larger groups. Case studies are a poor case of generalization.

3. Survey Research

This is a very popular data collection method in research designs. In survey research, researchers create a survey or questionnaire and distribute it to respondents who give answers.

Generally, it is used to obtain quick information directly from the primary source and also conducting rigorous quantitative and qualitative research. In some cases, survey research uses a blend of both qualitative and quantitative strategies.

Survey research can be carried out both online and offline using the following methods

• Online Surveys: This is a cheap method of carrying out surveys and getting enough responses. It can be carried out using Formplus, an online survey builder. Formplus has amazing tools and features that will help increase response rates.
• Offline Surveys: This includes paper forms, mobile offline forms , and SMS-based forms.

What Are The Differences Between Descriptive and Correlational Research?  

Before going into the differences between descriptive and correlation research, we need to have a proper understanding of what correlation research is about. Therefore, we will be giving a summary of the correlation research below.

Correlational research is a type of descriptive research, which is used to measure the relationship between 2 variables, with the researcher having no control over them. It aims to find whether there is; positive correlation (both variables change in the same direction), negative correlation (the variables change in the opposite direction), or zero correlation (there is no relationship between the variables).

Correlational research may be used in 2 situations;

(i) when trying to find out if there is a relationship between two variables, and

(ii) when a causal relationship is suspected between two variables, but it is impractical or unethical to conduct experimental research that manipulates one of the variables. 

Below are some of the differences between correlational and descriptive research:

• Definitions :

Descriptive research aims is a type of research that provides an in-depth understanding of the study population, while correlational research is the type of research that measures the relationship between 2 variables. 

• Characteristics :

Descriptive research provides descriptive data explaining what the research subject is about, while correlation research explores the relationship between data and not their description.

• Predictions :

 Predictions cannot be made in descriptive research while correlation research accommodates the possibility of making predictions.

Descriptive Research vs. Causal Research

Descriptive research and causal research are both research methodologies, however, one focuses on a subject’s behaviors while the latter focuses on a relationship’s cause-and-effect. To buttress the above point, descriptive research aims to describe and document the characteristics, behaviors, or phenomena of a particular or specific population or situation. 

It focuses on providing an accurate and detailed account of an already existing state of affairs between variables. Descriptive research answers the questions of “what,” “where,” “when,” and “how” without attempting to establish any causal relationships or explain any underlying factors that might have caused the behavior.

Causal research, on the other hand, seeks to determine cause-and-effect relationships between variables. It aims to point out the factors that influence or cause a particular result or behavior. Causal research involves manipulating variables, controlling conditions or a subgroup, and observing the resulting effects. The primary objective of causal research is to establish a cause-effect relationship and provide insights into why certain phenomena happen the way they do.

Descriptive Research vs. Analytical Research

Descriptive research provides a detailed and comprehensive account of a specific situation or phenomenon. It focuses on describing and summarizing data without making inferences or attempting to explain underlying factors or the cause of the factor. 

It is primarily concerned with providing an accurate and objective representation of the subject of research. While analytical research goes beyond the description of the phenomena and seeks to analyze and interpret data to discover if there are patterns, relationships, or any underlying factors. 

It examines the data critically, applies statistical techniques or other analytical methods, and draws conclusions based on the discovery. Analytical research also aims to explore the relationships between variables and understand the underlying mechanisms or processes involved.

Descriptive Research vs. Exploratory Research

Descriptive research is a research method that focuses on providing a detailed and accurate account of a specific situation, group, or phenomenon. This type of research describes the characteristics, behaviors, or relationships within the given context without looking for an underlying cause. 

Descriptive research typically involves collecting and analyzing quantitative or qualitative data to generate descriptive statistics or narratives. Exploratory research differs from descriptive research because it aims to explore and gain firsthand insights or knowledge into a relatively unexplored or poorly understood topic. 

It focuses on generating ideas, hypotheses, or theories rather than providing definitive answers. Exploratory research is often conducted at the early stages of a research project to gather preliminary information and identify key variables or factors for further investigation. It involves open-ended interviews, observations, or small-scale surveys to gather qualitative data.

Read More – Exploratory Research: What are its Method & Examples?

Descriptive Research vs. Experimental Research

Descriptive research aims to describe and document the characteristics, behaviors, or phenomena of a particular population or situation. It focuses on providing an accurate and detailed account of the existing state of affairs. 

Descriptive research typically involves collecting data through surveys, observations, or existing records and analyzing the data to generate descriptive statistics or narratives. It does not involve manipulating variables or establishing cause-and-effect relationships.

Experimental research, on the other hand, involves manipulating variables and controlling conditions to investigate cause-and-effect relationships. It aims to establish causal relationships by introducing an intervention or treatment and observing the resulting effects. 

Experimental research typically involves randomly assigning participants to different groups, such as control and experimental groups, and measuring the outcomes. It allows researchers to control for confounding variables and draw causal conclusions.

Related – Experimental vs Non-Experimental Research: 15 Key Differences

Descriptive Research vs. Explanatory Research

Descriptive research focuses on providing a detailed and accurate account of a specific situation, group, or phenomenon. It aims to describe the characteristics, behaviors, or relationships within the given context. 

Descriptive research is primarily concerned with providing an objective representation of the subject of study without explaining underlying causes or mechanisms. Explanatory research seeks to explain the relationships between variables and uncover the underlying causes or mechanisms. 

It goes beyond description and aims to understand the reasons or factors that influence a particular outcome or behavior. Explanatory research involves analyzing data, conducting statistical analyses, and developing theories or models to explain the observed relationships.

Descriptive Research vs. Inferential Research

Descriptive research focuses on describing and summarizing data without making inferences or generalizations beyond the specific sample or population being studied. It aims to provide an accurate and objective representation of the subject of study. 

Descriptive research typically involves analyzing data to generate descriptive statistics, such as means, frequencies, or percentages, to describe the characteristics or behaviors observed.

Inferential research, however, involves making inferences or generalizations about a larger population based on a smaller sample. 

It aims to draw conclusions about the population characteristics or relationships by analyzing the sample data. Inferential research uses statistical techniques to estimate population parameters, test hypotheses, and determine the level of confidence or significance in the findings.

Related – Inferential Statistics: Definition, Types + Examples

Conclusion  

The uniqueness of descriptive research partly lies in its ability to explore both quantitative and qualitative research methods. Therefore, when conducting descriptive research, researchers have the opportunity to use a wide variety of techniques that aids the research process.

Descriptive research explores research problems in-depth, beyond the surface level thereby giving a detailed description of the research subject. That way, it can aid further research in the field, including other research methods .

It is also very useful in solving real-life problems in various fields of social science, physical science, and education.

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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] . Three main purposes of descriptive studies can be explained as describing, explaining and validating research findings. This type of research is popular with non-quantified topic.

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] To put it simply, 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. It is an effective method to get information that can be used to develop hypotheses and propose associations.

Importantly, these types of studies do not focus on reasons for the occurrence of the phenomenon. In other words, descriptive research focuses on the question “What?”, but it is not concerned with the question “Why?”

Descriptive studies have the following characteristics:

1. While descriptive research can employ a number of variables, only one variable is required to conduct a descriptive study.

2. Descriptive studies are closely associated with observational studies, but they are not limited with observation data collection method. Case studies and  surveys can also be specified as popular data collection methods used with descriptive studies.

3. Findings of descriptive researches create a scope for further research. When a descriptive study answers to the question “What?”, a further research can be conducted to find an answer to “Why?” question.

Examples of Descriptive Research

Research questions in descriptive studies typically start with ‘What is…”. Examples of research questions in descriptive studies may include the following:

• What are the most effective intangible employee motivation tools in hospitality industry in the 21 st century?
• What is the impact of viral marketing on consumer behaviour in consumer amongst university students in Canada?
• Do corporate leaders of multinational companies in the 21 st 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?

Advantages of Descriptive Research

• Effective to analyse non-quantified topics and issues
• The possibility to observe the phenomenon in a completely natural and unchanged natural environment
• The opportunity to integrate the qualitative and quantitative methods of data collection. Accordingly, research findings can be comprehensive.
• Less time-consuming than quantitative experiments
• Practical use of research findings for decision-making

Disadvantages of Descriptive Research

• Descriptive studies cannot test or verify the research problem statistically
• Research results may reflect certain level of bias due to the absence of statistical tests
• The majority of descriptive studies are not ‘repeatable’ due to their observational nature
• Descriptive studies are not helpful in identifying cause behind described phenomenon

My e-book,  The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step assistance  contains discussions of theory and application of research designs. The e-book also explains all stages of the  research process  starting from the  selection of the research area  to writing personal reflection. Important elements of dissertations such as  research philosophy ,  research approach ,  methods of data collection ,  data analysis  and  sampling  are explained in this e-book in simple words.

John Dudovskiy

[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

Bridging the Gap: Overcome these 7 flaws in descriptive research design

Descriptive research design is a powerful tool used by scientists and researchers to gather information about a particular group or phenomenon. This type of research provides a detailed and accurate picture of the characteristics and behaviors of a particular population or subject. By observing and collecting data on a given topic, descriptive research helps researchers gain a deeper understanding of a specific issue and provides valuable insights that can inform future studies.

In this blog, we will explore the definition, characteristics, and common flaws in descriptive research design, and provide tips on how to avoid these pitfalls to produce high-quality results. Whether you are a seasoned researcher or a student just starting, understanding the fundamentals of descriptive research design is essential to conducting successful scientific studies.

Table of Contents

What Is Descriptive Research Design?

The descriptive research design involves observing and collecting data on a given topic without attempting to infer cause-and-effect relationships. The goal of descriptive research is to provide a comprehensive and accurate picture of the population or phenomenon being studied and to describe the relationships, patterns, and trends that exist within the data.

Descriptive research methods can include surveys, observational studies , and case studies, and the data collected can be qualitative or quantitative . The findings from descriptive research provide valuable insights and inform future research, but do not establish cause-and-effect relationships.

Importance of Descriptive Research in Scientific Studies

1. understanding of a population or phenomenon.

Descriptive research provides a comprehensive picture of the characteristics and behaviors of a particular population or phenomenon, allowing researchers to gain a deeper understanding of the topic.

2. Baseline Information

The information gathered through descriptive research can serve as a baseline for future research and provide a foundation for further studies.

3. Informative Data

Descriptive research can provide valuable information and insights into a particular topic, which can inform future research, policy decisions, and programs.

4. Sampling Validation

Descriptive research can be used to validate sampling methods and to help researchers determine the best approach for their study.

5. Cost Effective

Descriptive research is often less expensive and less time-consuming than other research methods , making it a cost-effective way to gather information about a particular population or phenomenon.

6. Easy to Replicate

Descriptive research is straightforward to replicate, making it a reliable way to gather and compare information from multiple sources.

Key Characteristics of Descriptive Research Design

The primary purpose of descriptive research is to describe the characteristics, behaviors, and attributes of a particular population or phenomenon.

2. Participants and Sampling

Descriptive research studies a particular population or sample that is representative of the larger population being studied. Furthermore, sampling methods can include convenience, stratified, or random sampling.

3. Data Collection Techniques

Descriptive research typically involves the collection of both qualitative and quantitative data through methods such as surveys, observational studies, case studies, or focus groups.

4. Data Analysis

Descriptive research data is analyzed to identify patterns, relationships, and trends within the data. Statistical techniques , such as frequency distributions and descriptive statistics, are commonly used to summarize and describe the data.

5. Focus on Description

Descriptive research is focused on describing and summarizing the characteristics of a particular population or phenomenon. It does not make causal inferences.

6. Non-Experimental

Descriptive research is non-experimental, meaning that the researcher does not manipulate variables or control conditions. The researcher simply observes and collects data on the population or phenomenon being studied.

When Can a Researcher Conduct Descriptive Research?

A researcher can conduct descriptive research in the following situations:

• To better understand a particular population or phenomenon
• To describe the relationships between variables
• To describe patterns and trends
• To validate sampling methods and determine the best approach for a study
• To compare data from multiple sources.

Types of Descriptive Research Design

1. survey research.

Surveys are a type of descriptive research that involves collecting data through self-administered or interviewer-administered questionnaires. Additionally, they can be administered in-person, by mail, or online, and can collect both qualitative and quantitative data.

2. Observational Research

Observational research involves observing and collecting data on a particular population or phenomenon without manipulating variables or controlling conditions. It can be conducted in naturalistic settings or controlled laboratory settings.

3. Case Study Research

Case study research is a type of descriptive research that focuses on a single individual, group, or event. It involves collecting detailed information on the subject through a variety of methods, including interviews, observations, and examination of documents.

4. Focus Group Research

Focus group research involves bringing together a small group of people to discuss a particular topic or product. Furthermore, the group is usually moderated by a researcher and the discussion is recorded for later analysis.

5. Ethnographic Research

Ethnographic research involves conducting detailed observations of a particular culture or community. It is often used to gain a deep understanding of the beliefs, behaviors, and practices of a particular group.

Advantages of Descriptive Research Design

1. provides a comprehensive understanding.

Descriptive research provides a comprehensive picture of the characteristics, behaviors, and attributes of a particular population or phenomenon, which can be useful in informing future research and policy decisions.

2. Non-invasive

Descriptive research is non-invasive and does not manipulate variables or control conditions, making it a suitable method for sensitive or ethical concerns.

3. Flexibility

Descriptive research allows for a wide range of data collection methods , including surveys, observational studies, case studies, and focus groups, making it a flexible and versatile research method.

4. Cost-effective

Descriptive research is often less expensive and less time-consuming than other research methods. Moreover, it gives a cost-effective option to many researchers.

5. Easy to Replicate

Descriptive research is easy to replicate, making it a reliable way to gather and compare information from multiple sources.

6. Informs Future Research

The insights gained from a descriptive research can inform future research and inform policy decisions and programs.

Disadvantages of Descriptive Research Design

1. limited scope.

Descriptive research only provides a snapshot of the current situation and cannot establish cause-and-effect relationships.

2. Dependence on Existing Data

Descriptive research relies on existing data, which may not always be comprehensive or accurate.

3. Lack of Control

Researchers have no control over the variables in descriptive research, which can limit the conclusions that can be drawn.

The researcher’s own biases and preconceptions can influence the interpretation of the data.

5. Lack of Generalizability

Descriptive research findings may not be applicable to other populations or situations.

6. Lack of Depth

Descriptive research provides a surface-level understanding of a phenomenon, rather than a deep understanding.

7. Time-consuming

Descriptive research often requires a large amount of data collection and analysis, which can be time-consuming and resource-intensive.

7 Ways to Avoid Common Flaws While Designing Descriptive Research

1. Clearly define the research question

A clearly defined research question is the foundation of any research study, and it is important to ensure that the question is both specific and relevant to the topic being studied.

2. Choose the appropriate research design

Choosing the appropriate research design for a study is crucial to the success of the study. Moreover, researchers should choose a design that best fits the research question and the type of data needed to answer it.

3. Select a representative sample

Selecting a representative sample is important to ensure that the findings of the study are generalizable to the population being studied. Researchers should use a sampling method that provides a random and representative sample of the population.

4. Use valid and reliable data collection methods

Using valid and reliable data collection methods is important to ensure that the data collected is accurate and can be used to answer the research question. Researchers should choose methods that are appropriate for the study and that can be administered consistently and systematically.

5. Minimize bias

Bias can significantly impact the validity and reliability of research findings.  Furthermore, it is important to minimize bias in all aspects of the study, from the selection of participants to the analysis of data.

6. Ensure adequate sample size

An adequate sample size is important to ensure that the results of the study are statistically significant and can be generalized to the population being studied.

7. Use appropriate data analysis techniques

The appropriate data analysis technique depends on the type of data collected and the research question being asked. Researchers should choose techniques that are appropriate for the data and the question being asked.

Have you worked on descriptive research designs? How was your experience creating a descriptive design? What challenges did you face? Do write to us or leave a comment below and share your insights on descriptive research designs!

extremely very educative

Indeed very educative and useful. Well explained. Thank you

Simple,easy to understand

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Blog General

Descriptive Research 101: Definition, Methods and Examples

Parvathi vijayamohan.

8 April 2024

Table Of Contents

• Descriptive Research 101: The Definitive Guide

What is Descriptive Research?

Key characteristics of descriptive research.

• Descriptive Research Methods: The 3 You Need to Know!

Observation

Case studies, 7 types of descriptive research, descriptive research: examples to build your next study, tips to excel at descriptive research.

Imagine you are a detective called to a crime scene. Your job is to study the scene and report whatever you find: whether that’s the half-smoked cigarette on the table or the large “RACHE” written in blood on the wall. That, in a nutshell, is  descriptive research .

Researchers often need to do descriptive research on a problem before they attempt to solve it. So in this guide, we’ll take you through:

• What is descriptive research + characteristics
• Descriptive research methods
• Types of descriptive research
• Descriptive research examples
• Tips to excel at the descriptive method

Click to jump to the section that interests you.

Definition: As its name says, descriptive research  describes  the characteristics of the problem, phenomenon, situation, or group under study.

So the goal of all descriptive studies is to  explore  the background, details, and existing patterns in the problem to fully understand it. In other words, preliminary research.

However, descriptive research can be both  preliminary and conclusive . You can use the data from a descriptive study to make reports and get insights for further planning.

What descriptive research isn’t: Descriptive research finds the  what/when/where  of a problem, not the  why/how .

Because of this, we can’t use the descriptive method to explore cause-and-effect relationships where one variable (like a person’s job role) affects another variable (like their monthly income).

• Answers the “what,” “when,” and “where”  of a research problem. For this reason, it is popularly used in  market research ,  awareness surveys , and  opinion polls .
• Sets the stage  for a research problem. As an early part of the research process, descriptive studies help you dive deeper into the topic.
• Opens the door  for further research. You can use descriptive data as the basis for more profound research, analysis and studies.
• Qualitative and quantitative . It is possible to get a balanced mix of numerical responses and open-ended answers from the descriptive method.
• No control or interference with the variables . The researcher simply observes and reports on them. However, specific research software has filters that allow her to zoom in on one variable.
• Done in natural settings . You can get the best results from descriptive research by talking to people, surveying them, or observing them in a suitable environment. For example, suppose you are a website beta testing an app feature. In that case, descriptive research invites users to try the feature, tracking their behavior and then asking their opinions .
• Can be applied to many research methods and areas. Examples include healthcare, SaaS, psychology, political studies, education, and pop culture.

Descriptive Research Methods: The Top Three You Need to Know!

In short, survey research is a brief interview or conversation with a set of prepared questions about a topic.

So you create a questionnaire, share it, and analyze the data you collect for further action. Learn about the differences between surveys and questionnaires  here .

You can access free survey templates , over 20+ question types, and pass data to 1,500+ applications with survey software, like SurveySparrow . It enables you to create surveys, share them and capture data with very little effort.

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• Surveys can be hyper-local, regional, or global, depending on your objectives.
• Share surveys in-person, offline, via SMS, email, or QR codes – so many options!
• Easy to automate if you want to conduct many surveys over a period.

The observational method is a type of descriptive research in which you, the researcher, observe ongoing behavior.

Now, there are several (non-creepy) ways you can observe someone. In fact, observational research has three main approaches:

• Covert observation: In true spy fashion, the researcher mixes in with the group undetected or observes from a distance.
• Overt observation : The researcher identifies himself as a researcher – “The name’s Bond. J. Bond.” – and explains the purpose of the study.
• Participatory observation : The researcher participates in what he is observing to understand his topic better.
• Observation is one of the most accurate ways to get data on a subject’s behavior in a natural setting.
• You don’t need to rely on people’s willingness to share information.
• Observation is a universal method that can be applied to any area of research.

In the case study method, you do a detailed study of a specific group, person, or event over a period.

This brings us to a frequently asked question: “What’s the difference between case studies and longitudinal studies?”

A case study will go  very in-depth into the subject with one-on-one interviews, observations, and archival research. They are also qualitative, though sometimes they will use numbers and stats.

An example of longitudinal research would be a study of the health of night shift employees vs. general shift employees over a decade. An example of a case study would involve in-depth interviews with Casey, an assistant director of nursing who’s handled the night shift at the hospital for ten years now.

• Due to the focus on a few people, case studies can give you a tremendous amount of information.
• Because of the time and effort involved, a case study engages both researchers and participants.
• Case studies are helpful for ethically investigating unusual, complex, or challenging subjects. An example would be a study of the habits of long-term cocaine users.

1. Case Study: Airbnb’s Growth Strategy

In an excellent case study, Tam Al Saad, Principal Consultant, Strategy + Growth at Webprofits, deep dives into how Airbnb attracted and retained 150 million users .

“What Airbnb offers isn’t a cheap place to sleep when you’re on holiday; it’s the opportunity to experience your destination as a local would. It’s the chance to meet the locals, experience the markets, and find non-touristy places.

Sure, you can visit the Louvre, see Buckingham Palace, and climb the Empire State Building, but you can do it as if it were your hometown while staying in a place that has character and feels like a home.” – Tam al Saad, Principal Consultant, Strategy + Growth at Webprofits

2. Observation – Better Tech Experiences for the Elderly

We often think that our elders are so hopeless with technology. But we’re not getting any younger either, and tech is changing at a hair trigger! This article by Annemieke Hendricks shares a wonderful example where researchers compare the levels of technological familiarity between age groups and how that influences usage.

“It is generally assumed that older adults have difficulty using modern electronic devices, such as mobile telephones or computers. Because this age group is growing in most countries, changing products and processes to adapt to their needs is increasingly more important. “ – Annemieke Hendricks, Marketing Communication Specialist, Noldus

3. Surveys – Decoding Sleep with SurveySparrow

SRI International (formerly Stanford Research Institute) – an independent, non-profit research center – wanted to investigate the impact of stress on an adolescent’s sleep. To get those insights, two actions were essential: tracking sleep patterns through wearable devices and sending surveys at a pre-set time –  the pre-sleep period.

“With SurveySparrow’s recurring surveys feature, SRI was able to share engaging surveys with their participants exactly at the time they wanted and at the frequency they preferred.”

Read more about this project : How SRI International decoded sleep patterns with SurveySparrow

1: Answer the six Ws –

• Who should we consider?
• What information do we need?
• When should we collect the information?
• Where should we collect the information?
• Why are we obtaining the information?
• Way to collect the information

#2: Introduce and explain your methodological approach

#3: Describe your methods of data collection and/or selection.

#4: Describe your methods of analysis.

#5: Explain the reasoning behind your choices.

#6: Collect data.

#7: Analyze the data. Use software to speed up the process and reduce overthinking and human error.

#8: Report your conclusions and how you drew the results.

Wrapping Up

That’s all, folks!

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Child Care and Early Education Research Connections

Descriptive research studies.

Descriptive research is a type of research that is used to describe the characteristics of a population. It collects data that are used to answer a wide range of what, when, and how questions pertaining to a particular population or group. For example, descriptive studies might be used to answer questions such as: What percentage of Head Start teachers have a bachelor's degree or higher? What is the average reading ability of 5-year-olds when they first enter kindergarten? What kinds of math activities are used in early childhood programs? When do children first receive regular child care from someone other than their parents? When are children with developmental disabilities first diagnosed and when do they first receive services? What factors do programs consider when making decisions about the type of assessments that will be used to assess the skills of the children in their programs? How do the types of services children receive from their early childhood program change as children age?

Descriptive research does not answer questions about why a certain phenomenon occurs or what the causes are. Answers to such questions are best obtained from  randomized and quasi-experimental studies . However, data from descriptive studies can be used to examine the relationships (correlations) among variables. While the findings from correlational analyses are not evidence of causality, they can help to distinguish variables that may be important in explaining a phenomenon from those that are not. Thus, descriptive research is often used to generate hypotheses that should be tested using more rigorous designs.

A variety of data collection methods may be used alone or in combination to answer the types of questions guiding descriptive research. Some of the more common methods include surveys, interviews, observations, case studies, and portfolios. The data collected through these methods can be either quantitative or qualitative. Quantitative data are typically analyzed and presenting using  descriptive statistics . Using quantitative data, researchers may describe the characteristics of a sample or population in terms of percentages (e.g., percentage of population that belong to different racial/ethnic groups, percentage of low-income families that receive different government services) or averages (e.g., average household income, average scores of reading, mathematics and language assessments). Quantitative data, such as narrative data collected as part of a case study, may be used to organize, classify, and used to identify patterns of behaviors, attitudes, and other characteristics of groups.

Descriptive studies have an important role in early care and education research. Studies such as the  National Survey of Early Care and Education  and the  National Household Education Surveys Program  have greatly increased our knowledge of the supply of and demand for child care in the U.S. The  Head Start Family and Child Experiences Survey  and the  Early Childhood Longitudinal Study Program  have provided researchers, policy makers and practitioners with rich information about school readiness skills of children in the U.S.

Each of the methods used to collect descriptive data have their own strengths and limitations. The following are some of the strengths and limitations of descriptive research studies in general.

Study participants are questioned or observed in a natural setting (e.g., their homes, child care or educational settings).

Study data can be used to identify the prevalence of particular problems and the need for new or additional services to address these problems.

Descriptive research may identify areas in need of additional research and relationships between variables that require future study. Descriptive research is often referred to as "hypothesis generating research."

Depending on the data collection method used, descriptive studies can generate rich datasets on large and diverse samples.

Limitations:

Descriptive studies cannot be used to establish cause and effect relationships.

Respondents may not be truthful when answering survey questions or may give socially desirable responses.

The choice and wording of questions on a questionnaire may influence the descriptive findings.

Depending on the type and size of sample, the findings may not be generalizable or produce an accurate description of the population of interest.

Using Science to Inform Educational Practices

Descriptive Research

There are many research methods available to psychologists in their efforts to understand, describe, and explain behavior. Some methods rely on observational techniques. Other approaches involve interactions between the researcher and the individuals who are being studied—ranging from a series of simple questions to extensive, in-depth interviews—to well-controlled experiments. The main categories of psychological research are descriptive, correlational, and experimental research. Each of these research methods has unique strengths and weaknesses, and each method may only be appropriate for certain types of research questions.

Research studies that do not test specific relationships between variables are called  descriptive studies . For this method, the research question or hypothesis can be about a single variable (e.g., How accurate are people’s first impressions?) or can be a broad and exploratory question (e.g., What is it like to be a working mother diagnosed with depression?). The variable of the study is measured and reported without any further relationship analysis. A researcher might choose this method if they only needed to report information, such as a tally, an average, or a list of responses. Descriptive research can answer interesting and important questions, but what it cannot do is answer questions about relationships between variables.

Video 2.4.1.  Descriptive Research Design  provides explanation and examples for quantitative descriptive research. A closed-captioned version of this video is available here .

Descriptive research is distinct from  correlational research , in which researchers formally test whether a relationship exists between two or more variables.  Experimental research  goes a step further beyond descriptive and correlational research and randomly assigns people to different conditions, using hypothesis testing to make inferences about causal relationships between variables. We will discuss each of these methods more in-depth later.

Table 2.4.1. Comparison of research design methods

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Descriptive research is a study of status and is widely used in education, nutrition, epidemiology, and the behavioral sciences. Its value is based on the premise that problems can be solved and practices improved through observation, analysis, and description. The most common descriptive research method is the survey, which includes questionnaires, personal interviews, phone surveys, and normative surveys. Developmental research is also descriptive. Through cross-sectional and longitudinal studies, researchers investigate the interaction of diet (e.g., fat and its sources, fiber and its sources, etc.) and life styles (e.g., smoking, alcohol drinking, etc.) and of disease (e.g., cancer, coronary heart disease) development. Observational research and correlational studies constitute other forms of descriptive research. Correlational studies determine and analyze relationships between variables as well as generate predictions. Descriptive research generates data, both qualitative and quantitative, that define the state of nature at a point in time. This chapter discusses some characteristics and basic procedures of the various types of descriptive research.

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Descriptive Research: Methods And Examples

A research project always begins with selecting a topic. The next step is for researchers to identify the specific areas…

A research project always begins with selecting a topic. The next step is for researchers to identify the specific areas of interest. After that, they tackle the key component of any research problem: how to gather enough quality information. If we opt for a descriptive research design we have to ask the correct questions to access the right information. 

For instance, researchers may choose to focus on why people invest in cryptocurrency, knowing how dynamic the market is rather than asking why the market is so shaky. These are completely different questions that require different research approaches. Adopting the descriptive method can help capitalize on trends the information reveals. Descriptive research examples show the thorough research involved in such a study. 

Get to know more about descriptive research design .

Descriptive Research Meaning

Features of descriptive research design, types of descriptive research, descriptive research methods, applications of descriptive research, descriptive research examples.

A descriptive method of research is one that describes the characteristics of a phenomenon, situation or population. It uses quantitative and qualitative approaches to describe problems with little relevant information. Descriptive research accurately describes a research problem without asking why a particular event happened. By researching market patterns, the descriptive method answers how patterns change, what caused the change and when the change occurred, instead of dwelling on why the change happened.

Descriptive research refers to questions, study design and analysis of data conducted on a particular topic. It is a strictly observational research methodology with no influence on variables. Some distinctive features of descriptive research are:

• It’s a research method that collects quantifiable information for statistical analysis of a sample. It’s a quantitative market research tool that can analyze the nature of a demographic
• In a descriptive method of research , the nature of research study variables is determined with observation, without influence from the researcher
• Descriptive research is cross-sectional and different sections of a group can be studied
• The analyzed data is collected and serves as information for other search techniques. In this way, a descriptive research design becomes the basis of further research

To understand the descriptive research meaning , data collection methods, examples and application, we need a deeper understanding of its features.

Different ways of approaching the descriptive method help break it down further. Let’s look at the different types of descriptive research :

Descriptive Survey

Descriptive normative survey, descriptive status.

This type of research quantitatively describes real-life situations. For example, to understand the relation between wages and performance, research on employee salaries and their respective performances can be conducted.

Descriptive Analysis

This technique analyzes a subject further. Once the relation between wages and performance has been established, an organization can further analyze employee performance by researching the output of those who work from an office with those who work from home.

Descriptive Classification

Descriptive classification is mainly used in the field of biological science. It helps researchers classify species once they have studied the data collected from different search stations.

Descriptive Comparative

Comparing two variables can show if one is better than the other. Doing this through tests or surveys can reveal all the advantages and disadvantages associated with the two. For example, this technique can be used to find out if paper ballots are better than electronic voting devices.

Correlative Survey

The researcher has to effectively interpret the area of the problem and then decide the appropriate technique of descriptive research design . 

A researcher can choose one of the following methods to solve research problems and meet research goals:

Observational Method

With this method, a researcher observes the behaviors, mannerisms and characteristics of the participants. It is widely used in psychology and market research and does not require the participants to be involved directly. It’s an effective method and can be both qualitative and quantitative for the sheer volume and variety of data that is generated.

Survey Research

It’s a popular method of data collection in research. It follows the principle of obtaining information quickly and directly from the main source. The idea is to use rigorous qualitative and quantitative research methods and ask crucial questions essential to the business for the short and long term.

Case Study Method

Case studies tend to fall short in situations where researchers are dealing with highly diverse people or conditions. Surveys and observations are carried out effectively but the time of execution significantly differs between the two. 

There are multiple applications of descriptive research design but executives must learn that it’s crucial to clearly define the research goals first. Here’s how organizations use descriptive research to meet their objectives:

• As a tool to analyze participants : It’s important to understand the behaviors, traits and patterns of the participants to draw a conclusion about them. Close-ended questions can reveal their opinions and attitudes. Descriptive research can help understand the participant and assist in making strategic business decisions
• Designed to measure data trends : It’s a statistically capable research design that, over time, allows organizations to measure data trends. A survey can reveal unfavorable scenarios and give an organization the time to fix unprofitable moves
• Scope of comparison: Surveys and research can allow an organization to compare two products across different groups. This can provide a detailed comparison of the products and an opportunity for the organization to capitalize on a large demographic
• Conducting research at any time: An analysis can be conducted at any time and any number of variables can be evaluated. It helps to ascertain differences and similarities

Descriptive research is widely used due to its non-invasive nature. Quantitative observations allow in-depth analysis and a chance to validate any existing condition.

There are several different descriptive research examples that highlight the types, applications and uses of this research method. Let’s look at a few:

• Before launching a new line of gym wear, an organization chose more than one descriptive method to gather vital information. Their objective was to find the kind of gym clothes people like wearing and the ones they would like to see in the market. The organization chose to conduct a survey by recording responses in gyms, sports shops and yoga centers. As a second method, they chose to observe members of different gyms and fitness institutions. They collected volumes of vital data such as color and design preferences and the amount of money they’re willing to spend on it .
• To get a good idea of people’s tastes and expectations, an organization conducted a survey by offering a new flavor of the sauce and recorded people’s responses by gathering data from store owners. This let them understand how people reacted, whether they found the product reasonably priced, whether it served its purpose and their overall general preferences. Based on this, the brand tweaked its core marketing strategies and made the product widely acceptable .

Descriptive research can be used by an organization to understand the spending patterns of customers as well as by a psychologist who has to deal with mentally ill patients. In both these professions, the individuals will require thorough analyses of their subjects and large amounts of crucial data to develop a plan of action.

Every method of descriptive research can provide information that is diverse, thorough and varied. This supports future research and hypotheses. But although they can be quick, cheap and easy to conduct in the participants’ natural environment, descriptive research design can be limited by the kind of information it provides, especially with case studies. Trying to generalize a larger population based on the data gathered from a smaller sample size can be futile. Similarly, a researcher can unknowingly influence the outcome of a research project due to their personal opinions and biases. In any case, a manager has to be prepared to collect important information in substantial quantities and have a balanced approach to prevent influencing the result. 

Harappa’s Thinking Critically program harnesses the power of information to strengthen decision-making skills. It’s a growth-driven course for young professionals and managers who want to be focused on their strategies, outperform targets and step up to assume the role of leader in their organizations. It’s for any professional who wants to lay a foundation for a successful career and business owners who’re looking to take their organizations to new heights.

Explore Harappa Diaries to learn more about topics such as Main Objectives of Research , Examples of Experimental Research , Methods Of Ethnographic Research , and How To Use Blended Learning to upgrade your knowledge and skills.

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Qualitative Descriptive Methods in Health Science Research

Karen jiggins colorafi.

1 College of Nursing & Health Innovation, Arizona State University, Phoenix, AZ, USA

Bronwynne Evans

The purpose of this methodology paper is to describe an approach to qualitative design known as qualitative descriptive that is well suited to junior health sciences researchers because it can be used with a variety of theoretical approaches, sampling techniques, and data collection strategies.

Background:

It is often difficult for junior qualitative researchers to pull together the tools and resources they need to embark on a high-quality qualitative research study and to manage the volumes of data they collect during qualitative studies. This paper seeks to pull together much needed resources and provide an overview of methods.

A step-by-step guide to planning a qualitative descriptive study and analyzing the data is provided, utilizing exemplars from the authors’ research.

This paper presents steps to conducting a qualitative descriptive study under the following headings: describing the qualitative descriptive approach, designing a qualitative descriptive study, steps to data analysis, and ensuring rigor of findings.

Conclusions:

The qualitative descriptive approach results in a summary in everyday, factual language that facilitates understanding of a selected phenomenon across disciplines of health science researchers.

There is an explosion in qualitative methodologies among health science researchers because social problems lend themselves toward thoughtful exploration, such as when issues of interest are complex, have variables or concepts that are not easily measured, or involve listening to populations who have traditionally been silenced ( Creswell, 2013 ). Creswell (2013 , p. 48) suggests qualitative research is preferred when health science researchers seek to (a) share individual stories, (b) write in a literary, flexible style, (c) understand the context or setting of issues, (d) explain mechanisms or linkages in causal theories, (e) develop theories, and (f) when traditional quantitative statistical analyses do not fit the problem at hand. Typically, qualitative textbooks present learners with five approaches for qualitative inquiry: narrative, phenomenological, grounded theory, case study, and ethnography. Yet eminent researcher Margarete Sandelowski argues that in “the now vast qualitative methods literature, there is no comprehensive description of qualitative description as a distinctive method of equal standing with other qualitative methods, although it is one of the most frequently employed methodological approaches in the practice disciplines” ( Sandelowski, 2000 ). Qualitative description is especially amenable to health environments research because it provides factual responses to questions about how people feel about a particular space, what reasons they have for using features of the space, who is using particular services or functions of a space, and the factors that facilitate or hinder use.

The purpose of this methodology article is to define and outline qualitative description for health science researchers, providing a starter guide containing important primary sources for those who wish to become better acquainted with this methodological approach.

Describing the Qualitative Descriptive Approach

In two seminal articles, Sandelowski promotes the mainstream use of qualitative description ( Sandelowski, 2000 , 2010 ) as a well-developed but unacknowledged method which provides a “comprehensive summary of an event in the every day terms of those events” ( Sandelowski, 2000 , p. 336). Such studies are characterized by lower levels of interpretation than are high-inference qualitative approaches such as phenomenology or grounded theory and require a less “conceptual or otherwise highly abstract rendering of data” ( Sandelowski, 2000 , p. 335). Researchers using qualitative description “stay closer to their data and to the surface of words and events” ( Sandelowski, 2000 , p. 336) than many other methodological approaches. Qualitative descriptive studies focus on low-inference description, which increases the likelihood of agreement among multiple researchers. The difference between high and low inference approaches is not one of rigor but refers to the amount of logical reasoning required to move from a data-based premise to a conclusion. Researchers who use qualitative description may choose to use the lens of an associated interpretive theory or conceptual framework to guide their studies, but they are prepared to alter that framework as necessary during the course of the study ( Sandelowski, 2010 ). These theories and frameworks serve as conceptual hooks upon which hang study procedures, analysis, and re-presentation. Findings are presented in straightforward language that clearly describes the phenomena of interest.

Other cardinal features of the qualitative descriptive approach include (a) a broad range of choices for theoretical or philosophical orientations, (b) the use of virtually any purposive sampling technique (e.g., maximum variation, homogenous, typical case, criterion), (c) the use of observations, document review, or minimally to moderately structured interview or focus group questions, (d) content analysis and descriptive statistical analysis as data analysis techniques, and (e) the provision of a descriptive summary of the informational contents of the data organized in a way that best fits the data ( Neergaard, Olesen, Andersen, & Sondergaard, 2009 ; Sandelowski, 2000 , 2001 , 2010 ).

Designing a Qualitative Descriptive Study

Methodology.

Unlike traditional qualitative methodologies such as grounded theory, which are built upon a particular, prescribed constellation of procedures and techniques, qualitative description is grounded in the general principles of naturalistic inquiry. Lincoln and Guba suggest that naturalistic inquiry deals with the concept of truth, whereby truth is “a systematic set of beliefs, together with their accompanying methods” ( Lincoln & Guba, 1985 , p. 16). Using an often eclectic compilation of sampling, data collection, and data analysis techniques, the researcher studies something in its natural state and does not attempt to manipulate or interfere with the ordinary unfolding of events. Taken together, these practices lead to “true understanding” or “ultimate truth.” Table 1 describes design elements in two exemplar qualitative descriptive studies and serves as guide to the following discussion.

Example of Study Design Elements for Two Studies.

Theoretical Framework

Theoretical frameworks serve as organizing structures for research design: sampling, data collection, analysis, and interpretation, including coding schemes, and formatting hypothesis for further testing ( Evans, Coon, & Ume, 2011 ; Miles, Huberman, & Saldana, 2014 ; Sandelowski, 2010 ). Such frameworks affect the way in which data are ultimately viewed; qualitative description supports and allows for the use of virtually any theory ( Sandelowski, 2010 ). Creswell’s chapter on “Philosophical Assumptions and Interpretative Frameworks” (2013) is a useful place to gain understanding about how to embed a theory into a study.

Sampling choices place a boundary around the conclusions you can draw from your qualitative study and influence the confidence you and others place in them ( Miles et al., 2014 ). A hallmark of the qualitative descriptive approach is the acceptability of virtually any sampling technique (e.g., maximum variation where you aim to collect as many different cases as possible or homogenous whereby participants are mostly the same). See Miles, Huberman, and Saldana’s (2014 , p. 30) “Bounding the Collection of Data” discussion to select an appropriate and congruent purposive sampling strategy for your qualitative study.

Data Collection

In qualitative descriptive studies, data collection attempts to discover “the who, what and where of events” or experiences ( Sandelowski, 2000 , p.339). This includes, but is not limited to focus groups, individual interviews, observation, and the examination of documents or artifacts.

Data Analysis

Content analysis refers to a technique commonly used in qualitative research to analyze words or phrases in text documents. Hsieh and Shannon (2005) present three types of content analysis, any of which could be used in a qualitative descriptive study. Conventional content analysis is used in studies that aim to describe a phenomenon where exiting research and theory are limited. Data are collected from open-ended questions, read word for word, and then coded. Notes are made and codes are categorized. Directed content analysis is used in studies where existing theory or research exists: it can be used to further describe phenomena that are incomplete or would benefit from further description. Initial codes are created from theory or research and applied to data and unlabeled portions of text are given new codes. Summative content analysis is used to quantify and interpret words in context, exploring their usage. Data sources are typically seminal texts or electronic word searches.

Quantitative data can be included in qualitative descriptive studies if they aim to more adequately or fully describe the participants or phenomenon of interest. Counting is conceptualized as a “means to and end, not the end itself” by Sandelowski (2000 , p. 338) who emphasizes that careful descriptive statistical analysis is an effort to understand the content of data, not simply the means and frequencies, and results in a highly nuanced description of the patterns or regularities of the phenomenon of interest ( Sandelowski, 2000 , 2010 ). The use of validated measures can assist with generating dependable and meaningful findings, especially when the instrument (e.g., survey, questionnaire, or list of questions) used in your study has been used in others, helping to build theory, improve predictions, or make recommendations ( Miles et al., 2014 ).

Data Re-Presentation

In clear and simple terms, the “expected outcome of qualitative descriptive studies is a straight forward descriptive summary of the informational contents of data organized in a way that best fits the data” ( Sandelowski, 2000 , p. 339). Data re-presentation techniques allow for tremendous creativity and variation among researchers and studies. Several good resources are provided to spur imagination ( Miles et al., 2014 ; Munhall & Chenail, 2008 ; Wolcott, 2009 ).

Steps to Data Analysis

It is often difficult for junior health science researchers to know what to do with the volumes of data collected during a qualitative study and formal course work in traditional qualitative methods courses are typically sparse regarding the specifics of data management. It is for those reasons that this section of our article will provide a detailed description of the data analysis techniques used in qualitative descriptive methodology. The following steps are case examples of a study undertaken by one author (K.J.C.) after completing a data management course offered by another author (B.E.). Examples are offered from the two studies noted in Table 1 . It is offered in list format for general readability, but the qualitative researcher should recognize that qualitative analyses are iterative and recursive by nature.

Example of a Coding Manual.

Note . SES = socioeconomic status.

Reading from the left in Table 2 , codes were given a number and letter for use in marking sections of text. Next, the code name indicating a theme was entered in boldface type with a definition in the code immediately under it. The second column provided an exemplar of each code, along with a notation indicating where it was found in the data, so that coders could recognize instances of that particular code when they saw them.

The coding manual was tested against data gathered in a preliminary study and was revised as codes found to overlap or be missing entirely. We continued to revise it iteratively during the study as data collection and analysis proceeded and then used it to recode previously coded data. Using this procedure, it was used to revisit the data several times.

• Each transcribed document was formatted with wide right margins that allowed the investigator to apply codes and generate marginal remarks by hand. Marginal remarks are handwritten comments entered by the investigator. They represent an attempt to stay “alert” about analysis, forming ideas and recording reactions to the meaning of what is seen in the data. Marginal remarks often suggest new interpretations, leads, and connections or distinctions with other parts of the data ( Miles et al., 2014 ). Such remarks are preanalytic and add meaning and clarity to transcripts.

Level 1 Coding With Meaning Units.

• Conceptually similar codes were organized into categories (coding groups of coded themes that were increasingly abstract) through revisiting the theory framing the study (asking, “does this system of coding make sense according to the chosen theory?”). Miles et al. (2014) provide many examples for creating, categorizing, and revising codes, including highlighting a technique used by Corbin and Strauss ( Corbin & Strauss, 2015 ) that includes growing a list of codes and then applying a slightly more abstract label to the code, creating new categories of codes with each revision. This is often referred to as second-level or pattern coding, a way of grouping data into a smaller number of sets, themes, or constructs. During the analysis of data, patterns were generated and the researcher spent significant amounts of time with different categorizations, asking questions, checking relationships, and generally resisting the urge to be “locked too quickly into naming a pattern” ( Miles et al., 2014 , p. 69).
• During this phase of analysis, pattern codes were revised and redefined in the coding manual and exemplars were used to clarify the understanding of each code. Miles et al. (2014) suggest that software can be helpful during this categorization (counting) step, so lists of observed engagement behaviors were also recorded in Dedoose software ( Dedoose, 2015 ) by code so that frequencies could be captured and analyzed. Despite the assistance of Dedoose, the researcher found that hand sorting codes into themes and categories was best done on paper.

Example of an analytic memo used in qualitative description analysis.

Data Matrix.

Note . The CLOX is an executive clock drawing task that tests cognition and was used in this study with the caregiver (CG) and the care recipient (CR). The CG Strain and the CG Gain scores were derived by the researcher through a qualitative content analysis ( Evans, Coon, & Belyea, 2006 ).

• Finally, the data are re-presented in a creative but rigorous way that are judged to best fit the findings ( Miles et al., 2014 ; Sandelowski & Leeman, 2012 ; Stake, 2010 ; Wolcott, 2009 ).

Strategies for Ensuring Rigor of Findings

Many qualitative researchers do not provide enough information in their reports about the analytic strategies used to ensure verisimilitude or the “ring of truth” for the conclusions. Miles, Huberman, and Saldana (2014) outline 13 tactics for generating meaning from data and another 13 for testing or confirming findings. They also provide five standards for assessing the quality of conclusions. The techniques relied upon most heavily during a qualitative descriptive study ought to be addressed within the research report. It is important to establish “trustworthiness” and “authenticity” in qualitative research that are similar to the terms validity and reliability in quantitative research. The five standards (objectivity, dependability, credibility, transferability, and application) typically used in qualitative descriptive studies to assess quality and legitimacy (trustworthiness and authenticity) of the conclusions are discussed in the next sections ( Lincoln & Guba, 1985 ; Miles et al., 2014 ).

Objectivity

First, objectivity (confirmability) is conceptualized as relative neutrality and reasonable freedom from researcher bias and can be addressed by (a) describing the study’s methods and procedures in explicit detail, (b) sharing the sequence of data collection, analysis, and presentation methods to create an audit trail, (c) being aware of and reporting personal assumptions and potential bias, (d) retaining study data and making it available to collaborators for evaluation.

Dependability

Second, dependability (reliability or auditability) can be fostered by consistency in procedures across participants over time through various methods, including the use of semistructured interview questions and an observation data collection worksheet. Quality control ( Miles et al., 2014 ) can be fostered by:

• deriving study procedures from clearly outlined research questions and conceptual theory, so that data analysis could be linked back to theoretical constructs;
• clearly describing the investigator’s role and status at the research site;
• demonstrating parallelism in findings across sources (i.e., interview vs. observation, etc.);
• triangulation through the use of observations, interviews, and standardized measures to more adequately describe various characteristics of the sample population ( Denzin & Lincoln, 1994 );
• demonstrating consistency in data collection for all participants (i.e., using the same investigator and preprinted worksheets, asking the same questions in the same order);
• developing interview questions and observation techniques based on theory, revised, and tested during preliminary work;
• developing a coding manual a priori to guide data analysis, containing a “start list” of codes derived from the theoretical framework and relevant literature ( Fonteyn et al., 2008 ; Hsieh & Shannon, 2005 ; Miles et al., 2014 ); and
• developing a monitoring plan (fidelity) to ensure that junior researchers, especially do not go “beyond the data” ( Sandelowski, 2000 ) in interpretation. In keeping with the qualitative tradition, data analysis and collection should occur simultaneously, giving the investigator the opportunity to correct errors or make revisions.

Credibility

Third, credibility or verisimilitude (internal validity) is defined as the truth value of data: Do the findings of the study make sense ( Miles et al., 2014 , p. 312). Credibility in qualitative work promotes descriptive and evaluative understanding, which can be addressed by (a) providing context-rich “thick descriptions,” that is, the work of interpretation based on data ( Sandelowski, 2004 ), (b) checking with other practitioners or researchers that the findings “ring true,” (c) providing a comprehensive account, (d) using triangulation strategies, (e) searching for negative evidence, and (f) linking findings to a theoretical framework.

Transferability

Fourth, transferability (external validity or “fittingness”) speaks to whether the findings of your study have larger import and application to other settings or studies. This includes a discussion of generalizability. Sample to population generalizability is important to quantitative researchers and less helpful to qualitative researchers who seek more of an analytic or case-to-case transfer ( Miles et al., 2014 ). Nonetheless, transferability can be aided by (a) describing the characteristics of the participants fully so that comparisons with other groups may be made, (b) adequately describing potential threats to generalizability through sample and setting sections, (c) using theoretical sampling, (d) presenting findings that are congruent with theory, and (e) suggesting ways that findings from your study could be tested further by other researchers.

Application

Finally, Miles et al. (2014) speak to the utilization, application, or action orientation of the data. “Even if we know that a study’s findings are valid and transferable,” they write, “we still need to know what the study does for its participants and its consumers” ( Miles et al., 2014 , p. 314). To address application, findings of qualitative descriptive studies are typically made accessible to potential consumers of information through the publication of manuscripts, poster presentations, and summary reports written for consumers. In addition, qualitative descriptive study findings may stimulate further research, promote policy discussions, or suggest actual changes to a product or environment.

Implications for Practice

The qualitative description clarified and advocated by Sandelowski (2000 , 2010 ) is an excellent methodological choice for the healthcare environments designer, practitioner, or health sciences researcher because it provides rich descriptive content from the subjects’ perspective. Qualitative description allows the investigator to select from any number of theoretical frameworks, sampling strategies, and data collection techniques. The various content analysis strategies described in this paper serve to introduce the investigator to methods for data analysis that promote staying “close” to the data, thereby avoiding high-inference techniques likely challenging to the novice investigator. Finally, the devotion to thick description (interpretation based on data) and flexibility in the re-presentation of study findings is likely to produce meaningful information to designers and healthcare leaders. The practical, step-by-step nature of this article should serve as a starting guide to researchers interested in this technique as a way to answer their own burning questions.

Acknowledgments

The author would like to recognize the other members of her dissertation committee for their contributions to the study: Gerri Lamb, Karen Dorman Marek, and Robert Greenes.

The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: Research assistance for data analysis and manuscript development was supported by training funds from the National Institutes of Health/National Institute on Nursing Research (NIH/NINR), award T32 1T32NR012718-01 Transdisciplinary Training in Health Disparities Science (C. Keller, P.I.). The content is solely the responsibility of the authors and does not necessarily represent the official views of the NIH or the NINR. This research was supported through the Hartford Center of Gerontological Nursing Excellence at Arizona State University College of Nursing & Health Innovation.

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

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• Open access
• Published: 19 April 2024

A scoping review of continuous quality improvement in healthcare system: conceptualization, models and tools, barriers and facilitators, and impact

• Aklilu Endalamaw 1 , 2 ,
• Resham B Khatri 1 , 3 ,
• Tesfaye Setegn Mengistu 1 , 2 ,
• Daniel Erku 1 , 4 , 5 ,
• Eskinder Wolka 6 ,
• Anteneh Zewdie 6 &
• Yibeltal Assefa 1  

BMC Health Services Research volume  24 , Article number:  487 ( 2024 ) Cite this article

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The growing adoption of continuous quality improvement (CQI) initiatives in healthcare has generated a surge in research interest to gain a deeper understanding of CQI. However, comprehensive evidence regarding the diverse facets of CQI in healthcare has been limited. Our review sought to comprehensively grasp the conceptualization and principles of CQI, explore existing models and tools, analyze barriers and facilitators, and investigate its overall impacts.

This qualitative scoping review was conducted using Arksey and O’Malley’s methodological framework. We searched articles in PubMed, Web of Science, Scopus, and EMBASE databases. In addition, we accessed articles from Google Scholar. We used mixed-method analysis, including qualitative content analysis and quantitative descriptive for quantitative findings to summarize findings and PRISMA extension for scoping reviews (PRISMA-ScR) framework to report the overall works.

A total of 87 articles, which covered 14 CQI models, were included in the review. While 19 tools were used for CQI models and initiatives, Plan-Do-Study/Check-Act cycle was the commonly employed model to understand the CQI implementation process. The main reported purposes of using CQI, as its positive impact, are to improve the structure of the health system (e.g., leadership, health workforce, health technology use, supplies, and costs), enhance healthcare delivery processes and outputs (e.g., care coordination and linkages, satisfaction, accessibility, continuity of care, safety, and efficiency), and improve treatment outcome (reduce morbidity and mortality). The implementation of CQI is not without challenges. There are cultural (i.e., resistance/reluctance to quality-focused culture and fear of blame or punishment), technical, structural (related to organizational structure, processes, and systems), and strategic (inadequate planning and inappropriate goals) related barriers that were commonly reported during the implementation of CQI.

Conclusions

Implementing CQI initiatives necessitates thoroughly comprehending key principles such as teamwork and timeline. To effectively address challenges, it’s crucial to identify obstacles and implement optimal interventions proactively. Healthcare professionals and leaders need to be mentally equipped and cognizant of the significant role CQI initiatives play in achieving purposes for quality of care.

Peer Review reports

Continuous quality improvement (CQI) initiative is a crucial initiative aimed at enhancing quality in the health system that has gradually been adopted in the healthcare industry. In the early 20th century, Shewhart laid the foundation for quality improvement by describing three essential steps for process improvement: specification, production, and inspection [ 1 , 2 ]. Then, Deming expanded Shewhart’s three-step model into ‘plan, do, study/check, and act’ (PDSA or PDCA) cycle, which was applied to management practices in Japan in the 1950s [ 3 ] and was gradually translated into the health system. In 1991, Kuperman applied a CQI approach to healthcare, comprising selecting a process to be improved, assembling a team of expert clinicians that understands the process and the outcomes, determining key steps in the process and expected outcomes, collecting data that measure the key process steps and outcomes, and providing data feedback to the practitioners [ 4 ]. These philosophies have served as the baseline for the foundation of principles for continuous improvement [ 5 ].

Continuous quality improvement fosters a culture of continuous learning, innovation, and improvement. It encourages proactive identification and resolution of problems, promotes employee engagement and empowerment, encourages trust and respect, and aims for better quality of care [ 6 , 7 ]. These characteristics drive the interaction of CQI with other quality improvement projects, such as quality assurance and total quality management [ 8 ]. Quality assurance primarily focuses on identifying deviations or errors through inspections, audits, and formal reviews, often settling for what is considered ‘good enough’, rather than pursuing the highest possible standards [ 9 , 10 ], while total quality management is implemented as the management philosophy and system to improve all aspects of an organization continuously [ 11 ].

Continuous quality improvement has been implemented to provide quality care. However, providing effective healthcare is a complicated and complex task in achieving the desired health outcomes and the overall well-being of individuals and populations. It necessitates tackling issues, including access, patient safety, medical advances, care coordination, patient-centered care, and quality monitoring [ 12 , 13 ], rooted long ago. It is assumed that the history of quality improvement in healthcare started in 1854 when Florence Nightingale introduced quality improvement documentation [ 14 ]. Over the passing decades, Donabedian introduced structure, processes, and outcomes as quality of care components in 1966 [ 15 ]. More comprehensively, the Institute of Medicine in the United States of America (USA) has identified effectiveness, efficiency, equity, patient-centredness, safety, and timeliness as the components of quality of care [ 16 ]. Moreover, quality of care has recently been considered an integral part of universal health coverage (UHC) [ 17 ], which requires initiatives to mobilise essential inputs [ 18 ].

While the overall objective of CQI in health system is to enhance the quality of care, it is important to note that the purposes and principles of CQI can vary across different contexts [ 19 , 20 ]. This variation has sparked growing research interest. For instance, a review of CQI approaches for capacity building addressed its role in health workforce development [ 21 ]. Another systematic review, based on random-controlled design studies, assessed the effectiveness of CQI using training as an intervention and the PDSA model [ 22 ]. As a research gap, the former review was not directly related to the comprehensive elements of quality of care, while the latter focused solely on the impact of training using the PDSA model, among other potential models. Additionally, a review conducted in 2015 aimed to identify barriers and facilitators of CQI in Canadian contexts [ 23 ]. However, all these reviews presented different perspectives and investigated distinct outcomes. This suggests that there is still much to explore in terms of comprehensively understanding the various aspects of CQI initiatives in healthcare.

As a result, we conducted a scoping review to address several aspects of CQI. Scoping reviews serve as a valuable tool for systematically mapping the existing literature on a specific topic. They are instrumental when dealing with heterogeneous or complex bodies of research. Scoping reviews provide a comprehensive overview by summarizing and disseminating findings across multiple studies, even when evidence varies significantly [ 24 ]. In our specific scoping review, we included various types of literature, including systematic reviews, to enhance our understanding of CQI.

This scoping review examined how CQI is conceptualized and measured and investigated models and tools for its application while identifying implementation challenges and facilitators. It also analyzed the purposes and impact of CQI on the health systems, providing valuable insights for enhancing healthcare quality.

Protocol registration and results reporting

Protocol registration for this scoping review was not conducted. Arksey and O’Malley’s methodological framework was utilized to conduct this scoping review [ 25 ]. The scoping review procedures start by defining the research questions, identifying relevant literature, selecting articles, extracting data, and summarizing the results. The review findings are reported using the PRISMA extension for a scoping review (PRISMA-ScR) [ 26 ]. McGowan and colleagues also advised researchers to report findings from scoping reviews using PRISMA-ScR [ 27 ].

Defining the research problems

This review aims to comprehensively explore the conceptualization, models, tools, barriers, facilitators, and impacts of CQI within the healthcare system worldwide. Specifically, we address the following research questions: (1) How has CQI been defined across various contexts? (2) What are the diverse approaches to implementing CQI in healthcare settings? (3) Which tools are commonly employed for CQI implementation ? (4) What barriers hinder and facilitators support successful CQI initiatives? and (5) What effects CQI initiatives have on the overall care quality?

Information source and search strategy

We conducted the search in PubMed, Web of Science, Scopus, and EMBASE databases, and the Google Scholar search engine. The search terms were selected based on three main distinct concepts. One group was CQI-related terms. The second group included terms related to the purpose for which CQI has been implemented, and the third group included processes and impact. These terms were selected based on the Donabedian framework of structure, process, and outcome [ 28 ]. Additionally, the detailed keywords were recruited from the primary health framework, which has described lists of dimensions under process, output, outcome, and health system goals of any intervention for health [ 29 ]. The detailed search strategy is presented in the Supplementary file 1 (Search strategy). The search for articles was initiated on August 12, 2023, and the last search was conducted on September 01, 2023.

Eligibility criteria and article selection

Based on the scoping review’s population, concept, and context frameworks [ 30 ], the population included any patients or clients. Additionally, the concepts explored in the review encompassed definitions, implementation, models, tools, barriers, facilitators, and impacts of CQI. Furthermore, the review considered contexts at any level of health systems. We included articles if they reported results of qualitative or quantitative empirical study, case studies, analytic or descriptive synthesis, any review, and other written documents, were published in peer-reviewed journals, and were designed to address at least one of the identified research questions or one of the identified implementation outcomes or their synonymous taxonomy as described in the search strategy. Based on additional contexts, we included articles published in English without geographic and time limitations. We excluded articles with abstracts only, conference abstracts, letters to editors, commentators, and corrections.

We exported all citations to EndNote x20 to remove duplicates and screen relevant articles. The article selection process includes automatic duplicate removal by using EndNote x20, unmatched title and abstract removal, citation and abstract-only materials removal, and full-text assessment. The article selection process was mainly conducted by the first author (AE) and reported to the team during the weekly meetings. The first author encountered papers that caused confusion regarding whether to include or exclude them and discussed them with the last author (YA). Then, decisions were ultimately made. Whenever disagreements happened, they were resolved by discussion and reconsideration of the review questions in relation to the written documents of the article. Further statistical analysis, such as calculating Kappa, was not performed to determine article inclusion or exclusion.

Data extraction and data items

We extracted first author, publication year, country, settings, health problem, the purpose of the study, study design, types of intervention if applicable, CQI approaches/steps if applicable, CQI tools and procedures if applicable, and main findings using a customized Microsoft Excel form.

Summarizing and reporting the results

The main findings were summarized and described based on the main themes, including concepts under conceptualizing, principles, teams, timelines, models, tools, barriers, facilitators, and impacts of CQI. Results-based convergent synthesis, achieved through mixed-method analysis, involved content analysis to identify the thematic presentation of findings. Additionally, a narrative description was used for quantitative findings, aligning them with the appropriate theme. The authors meticulously reviewed the primary findings from each included material and contextualized these findings concerning the main themes1. This approach provides a comprehensive understanding of complex interventions and health systems, acknowledging quantitative and qualitative evidence.

Search results

A total of 11,251 documents were identified from various databases: SCOPUS ( n  = 4,339), PubMed ( n  = 2,893), Web of Science ( n  = 225), EMBASE ( n  = 3,651), and Google Scholar ( n  = 143). After removing duplicates ( n  = 5,061), 6,190 articles were evaluated by title and abstract. Subsequently, 208 articles were assessed for full-text eligibility. Following the eligibility criteria, 121 articles were excluded, leaving 87 included in the current review (Fig.  1 ).

Article selection process

Operationalizing continuous quality improvement

Continuous Quality Improvement (CQI) is operationalized as a cyclic process that requires commitment to implementation, teamwork, time allocation, and celebrating successes and failures.

CQI is a cyclic ongoing process that is followed reflexive, analytical and iterative steps, including identifying gaps, generating data, developing and implementing action plans, evaluating performance, providing feedback to implementers and leaders, and proposing necessary adjustments [ 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 ].

CQI requires committing to the philosophy, involving continuous improvement [ 19 , 38 ], establishing a mission statement [ 37 ], and understanding quality definition [ 19 ].

CQI involves a wide range of patient-oriented measures and performance indicators, specifically satisfying internal and external customers, developing quality assurance, adopting common quality measures, and selecting process measures [ 8 , 19 , 35 , 36 , 37 , 39 , 40 ].

CQI requires celebrating success and failure without personalization, leading each team member to develop error-free attitudes [ 19 ]. Success and failure are related to underlying organizational processes and systems as causes of failure rather than blaming individuals [ 8 ] because CQI is process-focused based on collaborative, data-driven, responsive, rigorous and problem-solving statistical analysis [ 8 , 19 , 38 ]. Furthermore, a gap or failure opens another opportunity for establishing a data-driven learning organization [ 41 ].

CQI cannot be implemented without a CQI team [ 8 , 19 , 37 , 39 , 42 , 43 , 44 , 45 , 46 ]. A CQI team comprises individuals from various disciplines, often comprising a team leader, a subject matter expert (physician or other healthcare provider), a data analyst, a facilitator, frontline staff, and stakeholders [ 39 , 43 , 47 , 48 , 49 ]. It is also important to note that inviting stakeholders or partners as part of the CQI support intervention is crucial [ 19 , 38 , 48 ].

The timeline is another distinct feature of CQI because the results of CQI vary based on the implementation duration of each cycle [ 35 ]. There is no specific time limit for CQI implementation, although there is a general consensus that a cycle of CQI should be relatively short [ 35 ]. For instance, a CQI implementation took 2 months [ 42 ], 4 months [ 50 ], 9 months [ 51 , 52 ], 12 months [ 53 , 54 , 55 ], and one year and 5 months [ 49 ] duration to achieve the desired positive outcome, while bi-weekly [ 47 ] and monthly data reviews and analyses [ 44 , 48 , 56 ], and activities over 3 months [ 57 ] have also resulted in a positive outcome.

Continuous quality improvement models and tools

There have been several models are utilized. The Plan-Do-Study/Check-Act cycle is a stepwise process involving project initiation, situation analysis, root cause identification, solution generation and selection, implementation, result evaluation, standardization, and future planning [ 7 , 36 , 37 , 45 , 47 , 48 , 49 , 50 , 51 , 53 , 56 , 57 , 58 , 59 , 60 , 61 , 62 , 63 , 64 , 65 , 66 , 67 , 68 , 69 , 70 ]. The FOCUS-PDCA cycle enhances the PDCA process by adding steps to find and improve a process (F), organize a knowledgeable team (O), clarify the process (C), understand variations (U), and select improvements (S) [ 55 , 71 , 72 , 73 ]. The FADE cycle involves identifying a problem (Focus), understanding it through data analysis (Analyze), devising solutions (Develop), and implementing the plan (Execute) [ 74 ]. The Logic Framework involves brainstorming to identify improvement areas, conducting root cause analysis to develop a problem tree, logically reasoning to create an objective tree, formulating the framework, and executing improvement projects [ 75 ]. Breakthrough series approach requires CQI teams to meet in quarterly collaborative learning sessions, share learning experiences, and continue discussion by telephone and cross-site visits to strengthen learning and idea exchange [ 47 ]. Another CQI model is the Lean approach, which has been conducted with Kaizen principles [ 52 ], 5 S principles, and the Six Sigma model. The 5 S (Sort, Set/Straighten, Shine, Standardize, Sustain) systematically organises and improves the workplace, focusing on sorting, setting order, shining, standardizing, and sustaining the improvement [ 54 , 76 ]. Kaizen principles guide CQI by advocating for continuous improvement, valuing all ideas, solving problems, focusing on practical, low-cost improvements, using data to drive change, acknowledging process defects, reducing variability and waste, recognizing every interaction as a customer-supplier relationship, empowering workers, responding to all ideas, and maintaining a disciplined workplace [ 77 ]. Lean Six Sigma, a CQI model, applies the DMAIC methodology, which involves defining (D) and measuring the problem (M), analyzing root causes (A), improving by finding solutions (I), and controlling by assessing process stability (C) [ 78 , 79 ]. The 5 C-cyclic model (consultation, collection, consideration, collaboration, and celebration), the first CQI framework for volunteer dental services in Aboriginal communities, ensures quality care based on community needs [ 80 ]. One study used meetings involving activities such as reviewing objectives, assigning roles, discussing the agenda, completing tasks, retaining key outputs, planning future steps, and evaluating the meeting’s effectiveness [ 81 ].

Various tools are involved in the implementation or evaluation of CQI initiatives: checklists [ 53 , 82 ], flowcharts [ 81 , 82 , 83 ], cause-and-effect diagrams (fishbone or Ishikawa diagrams) [ 60 , 62 , 79 , 81 , 82 ], fuzzy Pareto diagram [ 82 ], process maps [ 60 ], time series charts [ 48 ], why-why analysis [ 79 ], affinity diagrams and multivoting [ 81 ], and run chart [ 47 , 48 , 51 , 60 , 84 ], and others mentioned in the table (Table  1 ).

Barriers and facilitators of continuous quality improvement implementation

Implementing CQI initiatives is determined by various barriers and facilitators, which can be thematized into four dimensions. These dimensions are cultural, technical, structural, and strategic dimensions.

Continuous quality improvement initiatives face various cultural, strategic, technical, and structural barriers. Cultural dimension barriers involve resistance to change (e.g., not accepting online technology), lack of quality-focused culture, staff reporting apprehensiveness, and fear of blame or punishment [ 36 , 41 , 85 , 86 ]. The technical dimension barriers of CQI can include various factors that hinder the effective implementation and execution of CQI processes [ 36 , 86 , 87 , 88 , 89 ]. Structural dimension barriers of CQI arise from the organization structure, process, and systems that can impede the effective implementation and sustainability of CQI [ 36 , 85 , 86 , 87 , 88 ]. Strategic dimension barriers are, for example, the inability to select proper CQI goals and failure to integrate CQI into organizational planning and goals [ 36 , 85 , 86 , 87 , 88 , 90 ].

Facilitators are also grouped to cultural, structural, technical, and strategic dimensions to provide solutions to CQI barriers. Cultural challenges were addressed by developing a group culture to CQI and other rewards [ 39 , 41 , 80 , 85 , 86 , 87 , 90 , 91 , 92 ]. Technical facilitators are pivotal to improving technical barriers [ 39 , 42 , 53 , 69 , 86 , 90 , 91 ]. Structural-related facilitators are related to improving communication, infrastructure, and systems [ 86 , 92 , 93 ]. Strategic dimension facilitators include strengthening leadership and improving decision-making skills [ 43 , 53 , 67 , 86 , 87 , 92 , 94 , 95 ] (Table  2 ).

Impact of continuous quality improvement

Continuous quality improvement initiatives can significantly impact the quality of healthcare in a wide range of health areas, focusing on improving structure, the health service delivery process and improving client wellbeing and reducing mortality.

Structure components

These are health leadership, financing, workforce, technology, and equipment and supplies. CQI has improved planning, monitoring and evaluation [ 48 , 53 ], and leadership and planning [ 48 ], indicating improvement in leadership perspectives. Implementing CQI in primary health care (PHC) settings has shown potential for maintaining or reducing operation costs [ 67 ]. Findings from another study indicate that the costs associated with implementing CQI interventions per facility ranged from approximately $2,000 to $10,500 per year, with an average cost of approximately $10 to $60 per admitted client [ 57 ]. However, based on model predictions, the average cost savings after implementing CQI were estimated to be $5430 [ 31 ]. CQI can also be applied to health workforce development [ 32 ]. CQI in the institutional system improved medical education [ 66 , 96 , 97 ], human resources management [ 53 ], motivated staffs [ 76 ], and increased staff health awareness [ 69 ], while concerns raised about CQI impartiality, independence, and public accountability [ 96 ]. Regarding health technology, CQI also improved registration and documentation [ 48 , 53 , 98 ]. Furthermore, the CQI initiatives increased cleanliness [ 54 ] and improved logistics, supplies, and equipment [ 48 , 53 , 68 ].

Process and output components

The process component focuses on the activities and actions involved in delivering healthcare services.

Service delivery

CQI interventions improved service delivery [ 53 , 56 , 99 ], particularly a significant 18% increase in the overall quality of service performance [ 48 ], improved patient counselling, adherence to appropriate procedures, and infection prevention [ 48 , 68 ], and optimised workflow [ 52 ].

Coordination and collaboration

CQI initiatives improved coordination and collaboration through collecting and analysing data, onsite technical support, training, supportive supervision [ 53 ] and facilitating linkages between work processes and a quality control group [ 65 ].

Patient satisfaction

The CQI initiatives increased patient satisfaction and improved quality of life by optimizing care quality management, improving the quality of clinical nursing, reducing nursing defects and enhancing the wellbeing of clients [ 54 , 76 , 100 ], although CQI was not associated with changes in adolescent and young adults’ satisfaction [ 51 ].

CQI initiatives reduced medication error reports from 16 to 6 [ 101 ], and it significantly reduced the administration of inappropriate prophylactic antibiotics [ 44 ], decreased errors in inpatient care [ 52 ], decreased the overall episiotomy rate from 44.5 to 33.3% [ 83 ], reduced the overall incidence of unplanned endotracheal extubation [ 102 ], improving appropriate use of computed tomography angiography [ 103 ], and appropriate diagnosis and treatment selection [ 47 ].

Continuity of care

CQI initiatives effectively improve continuity of care by improving client and physician interaction. For instance, provider continuity levels showed a 64% increase [ 55 ]. Modifying electronic medical record templates, scheduling, staff and parental education, standardization of work processes, and birth to 1-year age-specific incentives in post-natal follow-up care increased continuity of care to 74% in 2018 compared to baseline 13% in 2012 [ 84 ].

The CQI initiative yielded enhanced efficiency in the cardiac catheterization laboratory, as evidenced by improved punctuality in procedure starts and increased efficiency in manual sheath-pulls inside [ 78 ].

Accessibility

CQI initiatives were effective in improving accessibility in terms of increasing service coverage and utilization rate. For instance, screening for cigarettes, nutrition counselling, folate prescription, maternal care, immunization coverage [ 53 , 81 , 104 , 105 ], reducing the percentage of non-attending patients to surgery to 0.9% from the baseline 3.9% [ 43 ], increasing Chlamydia screening rates from 29 to 60% [ 45 ], increasing HIV care continuum coverage [ 51 , 59 , 60 ], increasing in the uptake of postpartum long-acting reversible contraceptive use from 6.9% at the baseline to 25.4% [ 42 ], increasing post-caesarean section prophylaxis from 36 to 89% [ 62 ], a 31% increase of kangaroo care practice [ 50 ], and increased follow-up [ 65 ]. Similarly, the QI intervention increased the quality of antenatal care by 29.3%, correct partograph use by 51.7%, and correct active third-stage labour management, a 19.6% improvement from the baseline, but not significantly associated with improvement in contraceptive service uptake [ 61 ].

Timely access

CQI interventions improved the time care provision [ 52 ], and reduced waiting time [ 62 , 74 , 76 , 106 ]. For instance, the discharge process waiting time in the emergency department decreased from 76 min to 22 min [ 79 ]. It also reduced mean postprocedural length of stay from 2.8 days to 2.0 days [ 31 ].

Acceptability

Acceptability of CQI by healthcare providers was satisfactory. For instance, 88% of the faculty, 64% of the residents, and 82% of the staff believed CQI to be useful in the healthcare clinic [ 107 ].

Outcome components

Morbidity and mortality.

CQI efforts have demonstrated better management outcomes among diabetic patients [ 40 ], patients with oral mucositis [ 71 ], and anaemic patients [ 72 ]. It has also reduced infection rate in post-caesarean Sect. [ 62 ], reduced post-peritoneal dialysis peritonitis [ 49 , 108 ], and prevented pressure ulcers [ 70 ]. It is explained by peritonitis incidence from once every 40.1 patient months at baseline to once every 70.8 patient months after CQI [ 49 ] and a 63% reduction in pressure ulcer prevalence within 2 years from 2008 to 2010 [ 70 ]. Furthermore, CQI initiatives significantly reduced in-hospital deaths [ 31 ] and increased patient survival rates [ 108 ]. Figure  2 displays the overall process of the CQI implementations.

The overall mechanisms of continuous quality improvement implementation

In this review, we examined the fundamental concepts and principles underlying CQI, the factors that either hinder or assist in its successful application and implementation, and the purpose of CQI in enhancing quality of care across various health issues.

Our findings have brought attention to the application and implementation of CQI, emphasizing its underlying concepts and principles, as evident in the existing literature [ 31 , 32 , 33 , 34 , 35 , 36 , 39 , 40 , 43 , 45 , 46 ]. Continuous quality improvement has shared with the principles of continuous improvement, such as a customer-driven focus, effective leadership, active participation of individuals, a process-oriented approach, systematic implementation, emphasis on design improvement and prevention, evidence-based decision-making, and fostering partnership [ 5 ]. Moreover, Deming’s 14 principles laid the foundation for CQI principles [ 109 ]. These principles have been adapted and put into practice in various ways: ten [ 19 ] and five [ 38 ] principles in hospitals, five principles for capacity building [ 38 ], and two principles for medication error prevention [ 41 ]. As a principle, the application of CQI can be process-focused [ 8 , 19 ] or impact-focused [ 38 ]. Impact-focused CQI focuses on achieving specific outcomes or impacts, whereas process-focused CQI prioritizes and improves the underlying processes and systems. These principles complement each other and can be utilized based on the objectives of quality improvement initiatives in healthcare settings. Overall, CQI is an ongoing educational process that requires top management’s involvement, demands coordination across departments, encourages the incorporation of views beyond clinical area, and provides non-judgemental evidence based on objective data [ 110 ].

The current review recognized that it was not easy to implement CQI. It requires reasonable utilization of various models and tools. The application of each tool can be varied based on the studied health problem and the purpose of CQI initiative [ 111 ], varied in context, content, structure, and usability [ 112 ]. Additionally, overcoming the cultural, technical, structural, and strategic-related barriers. These barriers have emerged from clinical staff, managers, and health systems perspectives. Of the cultural obstacles, staff non-involvement, resistance to change, and reluctance to report error were staff-related. In contrast, others, such as the absence of celebration for success and hierarchical and rational culture, may require staff and manager involvement. Staff members may exhibit reluctance in reporting errors due to various cultural factors, including lack of trust, hierarchical structures, fear of retribution, and a blame-oriented culture. These challenges pose obstacles to implementing standardized CQI practices, as observed, for instance, in community pharmacy settings [ 85 ]. The hierarchical culture, characterized by clearly defined levels of power, authority, and decision-making, posed challenges to implementing CQI initiatives in public health [ 41 , 86 ]. Although rational culture, a type of organizational culture, emphasizes logical thinking and rational decision-making, it can also create challenges for CQI implementation [ 41 , 86 ] because hierarchical and rational cultures, which emphasize bureaucratic norms and narrow definitions of achievement, were found to act as barriers to the implementation of CQI [ 86 ]. These could be solved by developing a shared mindset and collective commitment, establishing a shared purpose, developing group norms, and cultivating psychological preparedness among staff, managers, and clients to implement and sustain CQI initiatives. Furthermore, reversing cultural-related barriers necessitates cultural-related solutions: development of a culture and group culture to CQI [ 41 , 86 ], positive comprehensive perception [ 91 ], commitment [ 85 ], involving patients, families, leaders, and staff [ 39 , 92 ], collaborating for a common goal [ 80 , 86 ], effective teamwork [ 86 , 87 ], and rewarding and celebrating successes [ 80 , 90 ].

The technical dimension barriers of CQI can include inadequate capitalization of a project and insufficient support for CQI facilitators and data entry managers [ 36 ], immature electronic medical records or poor information systems [ 36 , 86 ], and the lack of training and skills [ 86 , 87 , 88 ]. These challenges may cause the CQI team to rely on outdated information and technologies. The presence of barriers on the technical dimension may challenge the solid foundation of CQI expertise among staff, the ability to recognize opportunities for improvement, a comprehensive understanding of how services are produced and delivered, and routine use of expertise in daily work. Addressing these technical barriers requires knowledge creation activities (training, seminar, and education) [ 39 , 42 , 53 , 69 , 86 , 90 , 91 ], availability of quality data [ 86 ], reliable information [ 92 ], and a manual-online hybrid reporting system [ 85 ].

Structural dimension barriers of CQI include inadequate communication channels and lack of standardized process, specifically weak physician-to-physician synergies [ 36 ], lack of mechanisms for disseminating knowledge and limited use of communication mechanisms [ 86 ]. Lack of communication mechanism endangers sharing ideas and feedback among CQI teams, leading to misunderstandings, limited participation and misinterpretations, and a lack of learning [ 113 ]. Knowledge translation facilitates the co-production of research, subsequent diffusion of knowledge, and the developing stakeholder’s capacity and skills [ 114 ]. Thus, the absence of a knowledge translation mechanism may cause missed opportunities for learning, inefficient problem-solving, and limited creativity. To overcome these challenges, organizations should establish effective communication and information systems [ 86 , 93 ] and learning systems [ 92 ]. Though CQI and knowledge translation have interacted with each other, it is essential to recognize that they are distinct. CQI focuses on process improvement within health care systems, aiming to optimize existing processes, reduce errors, and enhance efficiency.

In contrast, knowledge translation bridges the gap between research evidence and clinical practice, translating research findings into actionable knowledge for practitioners. While both CQI and knowledge translation aim to enhance health care quality and patient outcomes, they employ different strategies: CQI utilizes tools like Plan-Do-Study-Act cycles and statistical process control, while knowledge translation involves knowledge synthesis and dissemination. Additionally, knowledge translation can also serve as a strategy to enhance CQI. Both concepts share the same principle: continuous improvement is essential for both. Therefore, effective strategies on the structural dimension may build efficient and effective steering councils, information systems, and structures to diffuse learning throughout the organization.

Strategic factors, such as goals, planning, funds, and resources, determine the overall purpose of CQI initiatives. Specific barriers were improper goals and poor planning [ 36 , 86 , 88 ], fragmentation of quality assurance policies [ 87 ], inadequate reinforcement to staff [ 36 , 90 ], time constraints [ 85 , 86 ], resource inadequacy [ 86 ], and work overload [ 86 ]. These barriers can be addressed through strengthening leadership [ 86 , 87 ], CQI-based mentoring [ 94 ], periodic monitoring, supportive supervision and coaching [ 43 , 53 , 87 , 92 , 95 ], participation, empowerment, and accountability [ 67 ], involving all stakeholders in decision-making [ 86 , 87 ], a provider-payer partnership [ 64 ], and compensating staff for after-hours meetings on CQI [ 85 ]. The strategic dimension, characterized by a strategic plan and integrated CQI efforts, is devoted to processes that are central to achieving strategic priorities. Roles and responsibilities are defined in terms of integrated strategic and quality-related goals [ 115 ].

The utmost goal of CQI has been to improve the quality of care, which is usually revealed by structure, process, and outcome. After resolving challenges and effectively using tools and running models, the goal of CQI reflects the ultimate reason and purpose of its implementation. First, effectively implemented CQI initiatives can improve leadership, health financing, health workforce development, health information technology, and availability of supplies as the building blocks of a health system [ 31 , 48 , 53 , 68 , 98 ]. Second, effectively implemented CQI initiatives improved care delivery process (counselling, adherence with standards, coordination, collaboration, and linkages) [ 48 , 53 , 65 , 68 ]. Third, the CQI can improve outputs of healthcare delivery, such as satisfaction, accessibility (timely access, utilization), continuity of care, safety, efficiency, and acceptability [ 52 , 54 , 55 , 76 , 78 ]. Finally, the effectiveness of the CQI initiatives has been tested in enhancing responses related to key aspects of the HIV response, maternal and child health, non-communicable disease control, and others (e.g., surgery and peritonitis). However, it is worth noting that CQI initiative has not always been effective. For instance, CQI using a two- to nine-times audit cycle model through systems assessment tools did not bring significant change to increase syphilis testing performance [ 116 ]. This study was conducted within the context of Aboriginal and Torres Strait Islander people’s primary health care settings. Notably, ‘the clinics may not have consistently prioritized syphilis testing performance in their improvement strategies, as facilitated by the CQI program’ [ 116 ]. Additionally, by applying CQI-based mentoring, uptake of facility-based interventions was not significantly improved, though it was effective in increasing community health worker visits during pregnancy and the postnatal period, knowledge about maternal and child health and exclusive breastfeeding practice, and HIV disclosure status [ 117 ]. The study conducted in South Africa revealed no significant association between the coverage of facility-based interventions and Continuous Quality Improvement (CQI) implementation. This lack of association was attributed to the already high antenatal and postnatal attendance rates in both control and intervention groups at baseline, leaving little room for improvement. Additionally, the coverage of HIV interventions remained consistently high throughout the study period [ 117 ].

Regarding health care and policy implications, CQI has played a vital role in advancing PHC and fostering the realization of UHC goals worldwide. The indicators found in Donabedian’s framework that are positively influenced by CQI efforts are comparable to those included in the PHC performance initiative’s conceptual framework [ 29 , 118 , 119 ]. It is clearly explained that PHC serves as the roadmap to realizing the vision of UHC [ 120 , 121 ]. Given these circumstances, implementing CQI can contribute to the achievement of PHC principles and the objectives of UHC. For instance, by implementing CQI methods, countries have enhanced the accessibility, affordability, and quality of PHC services, leading to better health outcomes for their populations. CQI has facilitated identifying and resolving healthcare gaps and inefficiencies, enabling countries to optimize resource allocation and deliver more effective and patient-centered care. However, it is crucial to recognize that the successful implementation of Continuous Quality Improvement (CQI) necessitates optimizing the duration of each cycle, understanding challenges and barriers that extend beyond the health system and settings, and acknowledging that its effectiveness may be compromised if these challenges are not adequately addressed.

Despite abundant literature, there are still gaps regarding the relationship between CQI and other dimensions within the healthcare system. No studies have examined the impact of CQI initiatives on catastrophic health expenditure, effective service coverage, patient-centredness, comprehensiveness, equity, health security, and responsiveness.

Limitations

In conducting this review, it has some limitations to consider. Firstly, only articles published in English were included, which may introduce the exclusion of relevant non-English articles. Additionally, as this review follows a scoping methodology, the focus is on synthesising available evidence rather than critically evaluating or scoring the quality of the included articles.

Continuous quality improvement is investigated as a continuous and ongoing intervention, where the implementation time can vary across different cycles. The CQI team and implementation timelines were critical elements of CQI in different models. Among the commonly used approaches, the PDSA or PDCA is frequently employed. In most CQI models, a wide range of tools, nineteen tools, are commonly utilized to support the improvement process. Cultural, technical, structural, and strategic barriers and facilitators are significant in implementing CQI initiatives. Implementing the CQI initiative aims to improve health system blocks, enhance health service delivery process and output, and ultimately prevent morbidity and reduce mortality. For future researchers, considering that CQI is context-dependent approach, conducting scale-up implementation research about catastrophic health expenditure, effective service coverage, patient-centredness, comprehensiveness, equity, health security, and responsiveness across various settings and health issues would be valuable.

Availability of data and materials

The data used and/or analyzed during the current study are available in this manuscript and/or the supplementary file.

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Endalamaw, A., Khatri, R.B., Mengistu, T.S. et al. A scoping review of continuous quality improvement in healthcare system: conceptualization, models and tools, barriers and facilitators, and impact. BMC Health Serv Res 24 , 487 (2024). https://doi.org/10.1186/s12913-024-10828-0

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Received : 27 December 2023

Accepted : 05 March 2024

Published : 19 April 2024

DOI : https://doi.org/10.1186/s12913-024-10828-0

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