For a number of research tasks, desk marketing research can be a quick and relatively inexpensive way to obtain the necessary information.
At the same time, it is important to take into account that the analysis of secondary data (from newspapers, magazines, publications, databases, etc.) must be used very carefully, since, based on the definition of the method, it analyzes data collected previously based on tasks that are most likely completely different from the tasks facing you at the present time.
However, to solve such marketing research problems as:
- market volume and structure
- analysis of local production
- competitive analysis (to some extent)
- analysis of foreign economic activity, etc.
In some situations, desk marketing research is a priority method for obtaining the necessary marketing information.
To ensure the quality of the data obtained as a result of desk marketing research, Vector Market Research carries out its verification from at least three sources, after which the market situation is modeled to ensure the correctness of the data.
Due to the fact that data presented in secondary sources is not always reliable, it is also recommended to conduct expert interviews with market participants in order to confirm the data or obtain information that they are not fully correct. It is also important to consider that data quickly becomes outdated.
Sources of secondary information are, for example, print media, state statistics bodies, manufacturers’ associations, local and federal legislation, foreign trade data, etc.
Most often, desk marketing research is one of the stages of complex projects of a strategic nature.