Desk Research

• Involves researching and analysing information that has already been gathered.
• Methods of Obtaining Desk Research:

  • Web pages
  • Trade Magazines
  • Government Publications
  • Financial Statements
  • Sales Figures
  • Previous market research reports
• Advantages:

  Timely - Desk information is quick to gather.
• Advantages:

  Cost Effective - Desk information does not require trained and paid interviewers.
• Advantages:

  Available - Desk information already exists so it is easy to look up.
• Disadvantages:

  Not objective - Could be biased which makes it untrustworthy.
• Disadvantages:

  Not appropriate - It may not be fit for the exact purpose of the business' needs.
• Disadvantages:

  Not concise - May have to read through alot of information to get what is needed.