Part 2. Marketing Research
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Mittal, V. 2010. Descriptive Research. Wiley International Encyclopedia of Marketing. 2.
- Published Online: 15 DEC 2010
Descriptive research is a term used to describe many types of survey research that are undertaken by marketing researchers to understand customer perceptions, judgments, and intentions. Common types of descriptive research studies include buyer-behavior studies, brand perception studies, customer segmentation studies, customer satisfaction studies, lost-customer studies, advertising evaluation studies, and employee attitude and satisfaction studies. We describe the key considerations that guide the design of a descriptive study such as survey method (e.g., phone versus mail versus email), cost, and data analysis technique. We also provide a brief overview of key analyses that can be undertaken to gain insights from survey research.
- survey research;
- tracking study;
- cross tabulations;
- satisfaction study;
- cross-sectional research;
- buyer-behavior study