Desk research involves gathering information from readily available sources, such as books, articles, reports, and online databases. It is often used to gain an initial understanding of a topic or to gather background information for a larger research project. Desk research can be conducted by anyone with access to the internet or a library.
Market research, on the other hand, is a more systematic and in-depth method of gathering information about a specific market or group of consumers. It typically involves collecting data from primary sources, such as surveys, interviews, and focus groups. Market research is used to gain insights into consumer behavior, preferences, and buying habits. It is often conducted by businesses and organizations to help them make informed decisions about product development, marketing, and sales.
Here is a table summarizing the key differences between desk research and market research:
| Factor | Desk Research | Market Research |
|---|---|---|
| Scope | Information gathered from readily available sources | Information gathered from primary sources |
| Methodology | Reviews existing data | Collects new data |
| Focus | Gaining an initial understanding of a topic | Gaining detailed insights into a specific market or consumer group |
| Who conducts it | Anyone with access to the internet or a library | Businesses and organizations |
| Purpose | Develop initial hypotheses or background information | Inform decision-making and strategy development |
In general, desk research is a good starting point for any research project. It can help you gain a basic understanding of a topic and identify areas that need further exploration. Market research is then used to collect more detailed information and develop specific insights into your target market.