Contents
- Introduction
- Goals of Desk Research
- Pros and Cons of Desk Research
- Data Sources for Desk Research
- Methods of Desk Research
Introduction
Desk research is the process of collecting and analyzing existing data aimed at solving specific marketing tasks. This research is conducted in an office environment, which implies the absence of direct contact with the audience and the collection of primary data. In this context, one of the accessible and free sources of information is Rosstat.
In contrast to desk research are field studies, which involve direct interaction with the subject of research—conducting interviews, surveys, and focus groups. In such cases, marketers collect primary data that is then analyzed to achieve research objectives.
Desk research, on the other hand, relies on secondary data that has already been collected for other purposes. This can include the results of previous statistical studies or data obtained from CRM systems. For example, analyzing website data using "Yandex.Metrica" can also be categorized as desk research.
Goals of Desk Research
Organizing desk research is relatively simple and does not require significant costs. There is no need to hire contractors, print questionnaires, or search for and train interviewers. It is only necessary to define the goal, find, and process the required information. In particular, desk research is often used for the following tasks:
- Analysis of competitors and their presence in the niche;
- Market research and its capacity;
- Determining characteristics of a specific group of people, for example, those living in a particular region;
- Analysis of pricing policies in the market;
- Studying media publications about a company or individual.
In some cases, desk analysis can serve as a preparatory stage for a larger marketing project. The conclusions drawn during desk research help marketers formulate hypotheses for subsequent field studies.
Pros and Cons of Desk Research
Desk research has several significant advantages:
- Cost-effectiveness: there is no need to involve contractors or rent equipment;
- Accessibility: a multitude of studies and data is available online, including government statistics and rankings;
- Versatility: desk research can be used by companies of any level and in various niches; the main task is to find the necessary information.
However, there are also serious drawbacks:
- Pre-existing data: the collected information may not correspond to the current tasks of the researcher and could be erroneous;
- Limited capabilities: often, for a deep analysis of the audience, field studies need to be conducted.
Data Sources for Desk Research
Data sources for desk research can be divided into internal and external:
- Internal: accounting data, customer database, reports, and data from CRM systems. This data helps assess the target audience, form budgets, and build forecasts;
- External: this includes government statistical data, media publications, legislative acts, and ready-made marketing studies.
For example, the "My Export" platform allows for quick and free access to analytical reports on goods exports, although the data updates there have been suspended. Here are some resources that may be useful for data searching:
- Data from Rosstat, the Central Bank, and EMISS;
- Ready-made studies from RBC, Tinkoff Data, and BusinesStat;
- Public opinion surveys from FOM and VCIOM;
- Analytical projects on consumer preferences from the "NAFI" and Romir centers;
- Data on search queries from "Yandex.Wordstat" and Google Trends.
Methods of Desk Research
Various methods are applied in desk research, including:
- Statistical methods: used to identify patterns in large volumes of data, test hypotheses, and draw meaningful conclusions. For example, a realtor can determine the market value of an apartment by analyzing statistics on similar offers;
- Marketing analysis: includes SWOT analysis, PEST analysis, and Porter's five forces analysis, helping to study competitors and the economic environment;
- Case-study: analysis of existing cases that helps entrepreneurs make informed decisions;
- Content analysis: studying media content to understand brand representation and public opinion about a company.
These methods provide valuable information and lead to conclusions that can be used for further marketing analysis and decision-making.