Desk Research V/S Field Research


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Desk Research V/S Field Research:

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Desk Research

Field Research/Investigation

Meaning Desk research is the research conducted within the marketing research department of a company. It is like library research work Fieldresearch is the research conducted outside the research department. The information is collected   straight   from   the consumers, dealers or markets
Sources used The sources of desk research are like trade journals, government reports, census reports and subscription service The sources include personal interviews, telephone surveys and consumer panels. In addition, observational and experimentation methods are also used
Time and Cost involved Desk research is an easy, quick and less expensive. Field research is a time-consuming and costly method of conducting marketing work
Type of data that is collected/used The data collected are based on published data (secondary data) available. The testing by field investigation is absent. The data collected are primary data and conclusions drawn are based on actual field investigation and are accurate and reliable. Testing is also possible
Position of investigators bias The data collected are free from investigator’s bias The data collected and conclusions drawn may have interviewer’s bias
Nature of method Secondary method of MR. Used to supplement field investigation and other methods of data collection Field research is the oldest and primary method of marketing research and is used extensively even at present
Data used Desk research uses secondary data for research Field research uses primary data for research work

 

 

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We, at BMS.co.in, believe in sharing knowledge and giving quality information to our BMS students. We are here to provide and update you with every details required by you BMSites! If you want to join us, please mail to [email protected]

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