types of market research

Definition of field research

Field research also known as the primary market research means collecting first hand information. For example through survey, interviews and focus groups

Advantages of field research

• private, can gain a competitive edge

• It is relevant because its specific to the organisation needs

• It is up to date

Disadvantages of field research

• it may be biased as interviewers, viewpoint might have impacted results.

• It is time consuming as its a labour intensive process to gather.

• It is expensive to gather, need to train staff and pay interviewers.

Definition of desk research

Desk research means gathering and analysing existing data.

Example. Social media, government reports, websites.

Advantages of desk research

• it is not expensive to gather as there is no training for an interviewer.

• It’s is quicker to obtain as it already exist.

• Large amount of information are available.

Disadvantage of desk research

• It’s is out of date, which decision made on this are not accurate.

• it is available to competition, which means it does not gain a competitive edge.

• Not all relevant to the organisation needs.

• May be biased, as not sure what the original purpose of gathering it was.