Which type of research uses scientific methods to determine existing characteristics of a target population?

Descriptive research is the correct choice because it is explicitly designed to systematically describe the characteristics of a population or phenomenon. This type of research collects quantitative data that reflects the current status and attributes of the subjects under study, often using tools such as surveys and observational studies. By measuring and defining variables of interest, descriptive research provides a clear picture of the population, which is critical for marketers who want to understand the demographics, preferences, and behaviors of their target audience.

In contrast, exploratory research is aimed at gaining insights and understanding underlying reasons or motivations without focusing on numerical data or statistical analysis. Causal research, on the other hand, is intended to understand cause-and-effect relationships and often involves experimentation, which goes beyond merely describing characteristics. Qualitative research primarily focuses on understanding experiences and opinions in a more in-depth manner, but it is not structured to quantify or categorize characteristics in a definitive way. Thus, for determining existing characteristics of a target population, descriptive research is the appropriate method.