Desk reseach, known also as secondary research, means analysing the exsisting data collected in previous researches, that is to say it screens and then studies the secondary data. This is a term opposite to field reseach where data are collected from real operations such as focus group, one-to-one interview, experiments. Desk reseach is usually regarded as the first step of a marcheting studying.
A successful desk research lies in the source of existing data. There’s a variety of sources which can be classified as the following:
l The interior information of a company( shipping list, financial statement, sales notes, client list, etc)
l The government’s data: One of the most important responsabilities of resident office of each contry is to promote mutual commercial communication, to collect market information. Through these resident offices, we can be aware of the market report, such as trade statistics and the import-export directory, etc.
l The data published by international organisations, trades union and chamber of commerce. For instance, World Trade Organisation provides researches of special goods and each country’s market studying, etc. Many trades union collect or publish regularly informations about its products. Chamber of commerce provides list of people and enterprises.
Moreover, we can get secondary data from bancs, research companies, associations of consumers, libraries, etc.
Facing up to so many informations, one should know how to collect what is useful for his research and what helps to obtain his target. Then it is the concern about the procedure of desk reseach. Firstly, we should test and verify these data, for its origin varies a lot and not every information is related to our studying. Totally, we can consider the following five concepts when invaluate the secondary data.
l Content: whether the existing data is complete or not, whether it meets the requirements of the treated subject or not.
l Level: whether the existing data in professional or not
l Time validity: whether the existing data is invalidated
l Accuracy: whether the existing data is credible or not
l Facility: what cost and time it spends to have acces to the data
As desk research see the secondary data as treated target, we should be logic in choosing these information so that the studying results turn to be reasonable. Generally, the information collection rangs from normal one to special one. During the course of market report, the enquêteur knows better where to go and what to be done in his further studying. After the report finished as the last step of the research, the desk research is almost over. However, in most times, the field research is needed and is widely accepted as a nice tool to improve the gestion level. So, it is indespensable to use field research when desk reseaoch can’t help to reach some objectives.