Desk Research V/S Field Research:
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Desk Research |
Field Research/Investigation |
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| Meaning | Desk research is the research conducted within the marketing research department of a company. It is like library research work | Fieldresearch is the research conducted outside the research department. The information is collected straight from the consumers, dealers or markets |
| Sources used | The sources of desk research are like trade journals, government reports, census reports and subscription service | The sources include personal interviews, telephone surveys and consumer panels. In addition, observational and experimentation methods are also used |
| Time and Cost involved | Desk research is an easy, quick and less expensive. | Field research is a time-consuming and costly method of conducting marketing work |
| Type of data that is collected/used | The data collected are based on published data (secondary data) available. The testing by field investigation is absent. | The data collected are primary data and conclusions drawn are based on actual field investigation and are accurate and reliable. Testing is also possible |
| Position of investigators bias | The data collected are free from investigator’s bias | The data collected and conclusions drawn may have interviewer’s bias |
| Nature of method | Secondary method of MR. Used to supplement field investigation and other methods of data collection | Field research is the oldest and primary method of marketing research and is used extensively even at present |
| Data used | Desk research uses secondary data for research | Field research uses primary data for research work |
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