Marketing research: Desk vs Field Flashcards
What is desk research?
Using second-hand research to satisfy your own objectives
What is desk research also known as?
Off the peg research
The information used in desk research is available…
in the public domain
Name 4 typical sources for desk research
1) Government statistics (ONS, Casweb, population stats)
2) Newspapers, magazines, TV, radio
3) Trade press
4) Academic research
What are the advantages of desk research?
1) Fast
2) Relatively cheap (not free, must pay researcher)
3) Large sample/full population stats
What are the disadvantages of desk research?
1) Non-confidential, available to competitors, cannot gain advantage
2) May not be exactly what you require (second hand info for someone else’s purpose)
3) Out of date/old information
4) Sources may be unreliable (media outlets)
What is field research?
Research obtained direct from the target market
What are example of field research?
Surveys, observations, experimentation, focus groups
What is field research also referred to as?
Primary research
What are the advantages of field research?
Confidential (done entirely for one firm, potentially gain advantage over competitors)
Tailor-made
Up to date
What are the disadvantages of field research?
Slow
More expensive than desk research
Much more complex
To make it faster must reduce sample size & scope
How can desk & field research be used together?
1) Define marketing research objectives
2) Determine information required to satisfy objectives
3) Can they be satisfied using just desk research?
4) Which information is still missing?
5) Go on to conduct field research
(Less field research done as some objectives partially satisfied)
