Desk marketing research is a set of methods for collecting and analyzing information that is contained in open primary or secondary sources.
Classification of marketing research methods
Marketing research methods include:
- cabinet (also called secondary) - in which the analysis of information that has already been collected before is carried out;
- field (primary) - research is carried out if there is not enough data for desk research
The advantages of marketing research are low cost, high speed of obtaining results, and a wide range of tasks to be solved.
- benchmarking (benchmarking) - analysis of the company's position based on comparison with the benchmark.
Desk research can act as both the primary and secondary methods of analysis. They can be used to test data from field studies or to put forward primary hypotheses, or identify tasks for conducting surveys, focus groups, etc. In some highly specialized market areas, marketing problems can only be solved using secondary methods (for example, medicine or b2b markets).
Tasks and types of desk research
Desk research allows you to obtain general information about market development trends, determine its structure, volume and dynamics of development, conduct competitive and price analysis, and determine market development forecasts.
Disadvantages of desk research - it is not always possible to obtain the necessary data, the information may be outdated or inaccurate.
Secondary information is collected from previously published external and internal sources for purposes other than marketing research. This, for example, data from statistics, printed publications, company reports, publications of associations, price lists, analysis of Internet queries. The only limitation on the use of information is that the researcher must be sure of its accuracy and reliability.
If the task of desk research is to interpret the information already collected in order to make management decisions, then primary research is aimed at direct work with the company's consumers, as well as dealers and competitors.
Among the methods of desk research, one can single out exploratory research (express analysis) - its purpose is to obtain an estimated capacity and market volume, to identify promising niches for development and target consumption segments. Often this type of analysis is used for due diligence or in the preparation of a business plan.
In-depth research is a method of complex analysis that allows you to obtain a full range of market information, which forms the basis of a company's marketing strategy and tactics.
