PESQUISA DESCRITIVA

Summary

This video discusses descriptive research in marketing, explaining how it focuses on understanding and describing existing realities without manipulation. It highlights its applications in various fields, including market and electoral research, and its importance in informing business decisions. The speaker emphasizes the need for natural, unbiased data collection and how descriptive research can uncover insights into consumer behavior, market trends, and product repositioning. Additionally, the video covers different types of descriptive research, such as survey, correlational, and case study methods, stressing its role in discovering new opportunities and shaping strategies.

Takeaways

• 😀 Descriptive research aims to describe an existing reality, such as consumer opinions, electoral results, or market conditions.
• 😀 It is used to analyze data that already exists and inform decision-making in marketing and business strategies.
• 😀 This research helps companies understand consumer behaviors and preferences, often broken down by demographics, geography, or psychographics.
• 😀 Descriptive research is flexible and should be applied regularly to track changes and market fluctuations.
• 😀 The research process should be natural and unbiased, with the researcher allowing the data to unfold organically without influencing the outcomes.
• 😀 Descriptive research is valuable for exploring new opportunities, such as repositioning a brand, as seen with the Havaianas example.
• 😀 It includes various types of studies, including correlational studies, case studies, and longitudinal studies, depending on the research goals.
• 😀 Market research helps identify patterns and shifts in consumer behavior, which can guide companies in developing new products or adjusting marketing strategies.
• 😀 The research findings are analyzed through demographic and consumer preference data to refine and improve marketing efforts.
• 😀 Descriptive research is an ongoing process, as market conditions and consumer behaviors are always changing, requiring frequent updates and analysis.
• 😀 The main difference between exploratory and descriptive research is that descriptive research goes deeper and provides a more detailed analysis of a chosen topic.

Q & A

What is descriptive research?

Descriptive research is a type of research that aims to describe an existing reality without altering it. It provides a detailed account of a phenomenon as it naturally occurs.

In which areas is descriptive research commonly used?

Descriptive research is commonly used in opinion polls, electoral studies, market research, and government surveys. It helps gather and analyze data about existing situations or behaviors.

How does descriptive research help in marketing?

In marketing, descriptive research helps understand consumer behaviors, market trends, and demographics. It allows businesses to make informed decisions based on existing data, such as new product development or repositioning strategies.

Can you give an example of a brand that used descriptive research for repositioning?

Havaianas is an example. Originally perceived as a cheap brand, it repositioned itself in the market by introducing personalized, high-end products. Descriptive research helped the brand identify opportunities for this shift.

What role do psychographic, geographic, and demographic data play in descriptive research?

These types of data help in understanding the behaviors, needs, desires, and geographical patterns of consumers. They are used to gain insights into market segments, providing a clearer picture of the target audience.

What are the different types of descriptive research mentioned?

The types of descriptive research include 'levantamento' (survey), correlational studies, developmental studies, and case studies. Each serves different purposes such as gathering data, exploring relationships, and tracking changes over time.

What is the purpose of a 'levantamento' in descriptive research?

A 'levantamento' (survey) aims to gather information about current practices, opinions, or behaviors from a specific population. It helps in understanding the prevailing trends or conditions.

What is the key characteristic of correlational descriptive research?

Correlational research explores the relationships between different variables, such as identifying dependent and independent variables, and analyzing potential causes and effects.

How is a developmental study different from other types of descriptive research?

A developmental study tracks changes in behavior or opinions over a specified period, focusing on how certain variables evolve or change over time.

Why is it important to apply descriptive research without influencing the participants?

It is essential to avoid influencing participants to ensure the research remains unbiased and natural. This approach allows the study to reflect real behaviors or opinions without external manipulation.