Uses of Descriptive Research:
Descriptive research is conducted for the following reasons
1. To describe the characteristics of relevant groups, such as consumers, salespeople, or organizations, or market areas. For e.g. we could develop a profile of the “heavy users” (frequent shoppers) of prestigious department stores such as Shoppers Stop.
2. To estimate the percentage of units in a specified population exhibiting a certain behavior e.g. the percentage of heavy users of prestigious department stores who also patronize discount departmentstores.
3. To determine the ” perceptions of product characteristics. For e.g. how do households perceive the various department stores in terms of salient factors of the choice criteria?
4. To determine the degree to which marketing variables are associated. For e.g.: to what extent is shopping at department stores related to eating out?
5. To make specific predictions. For e.g. what will be retail sales of Shoppers stop (specific store) for fashion clothing (specific product category) in the Mumbai area (specific region)?
6. To collect demographic information of consumers/users of a product under study.
7. For finding out views and attitudes of customers, e.g. how many customers prefer branded goods or ISI marked goods.
8. Make predictions about future marketing trends, consumer needs or expectations or possible sales after ‘n’ years.
9. To discover the relationship between certain variables, e.g. sale of toothpaste among rural population and urban population or rate of savings among low, middle and higher income groups.
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