Desk research/Secondary research
Desk research is information that is second-hand. It has already been collected by someone else.
Desk research involves analysing information from secondary sources
Methods of collecting desk research include:
- sales figures
- newspapers
- websites
- government publications e.g. social trends
- commercial publications e.g. Keynote and Mintel reports
| Advantages | Disadvantages |
| Saves time | Not specifically gathered for the business |
| Relatively inexpensive | May be out of date |
| Widely available | May contain bias |
| Advantages | Saves time |
|---|---|
| Disadvantages | Not specifically gathered for the business |
| Advantages | Relatively inexpensive |
|---|---|
| Disadvantages | May be out of date |
| Advantages | Widely available |
|---|---|
| Disadvantages | May contain bias |