Desk research is the collection, study, systematization and analysis of secondary market information obtained from available sources. During desk research, the data collected from publicly accessible sources of information (periodicals, economic publications, statistical reference books, internal reports etc.) is processed in a certain way and consolidated into a report reflecting the objective market situation.
The term of desk research came from the format and the very essence of the researcher not having to leave their desk and conduct fieldwork in order to complete the study, analysis and systematization of the existing, available information.
Desk research is conducted in cases where the information being sought is in the public domain.
Desk research allows you to collect objective indicators without using a large amount of resources.
The reasons in favor of desk research are:
WHAT TASKS CAN BE SOLVED BY DESK RESEARCH
Desk research should be conducted before a product is released on a new market, with the expansion of an existing product range, with the launch of a new advertising campaign or with uneven demand.
WHY PEOPLE CHOOSE
Desk research is conducted once a year in order to gage the general market situation. In order to monitor the change in demand and the activity of competitors, desk research can be conducted monthly.
Competitive analysis / Competitive intelligence – processes measurements
Quantitative research is the second stage of desk research