Meaning And Features Of Desk Research:
Desk research means research activity conducted with the help of established information (data) by different agencies and also by using the information available from the internal sources of the company. The information published in trade journals, commercial press and data internally generated by the company are used for the desk research. Thus it is a critical study of published information (data). Such research is usually conducted within the marketing research department of the company by the research staff appointed.
Desk research is simple and economical in nature. It saves time and money on research work to a considerable extent as field investigation for data collection is avoided. However, companies generally do not depend fully on desk research. They prefer to supplement desk research with field investigation. Desk research does not involve field work/survey work of any type. Naturally, desk research is rather easy and quick. It is actually finding out the required information from published journals, etc. and using it for the study of marketing research problem.
3 Comments