Future of Advertising – Change or Die
Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying to attract consumers — but what is the future of advertising in coming years? Lets go way back when the idea of advertising a product was regarded as some kind of a big deal. Then […]
Brand Health Survey
A brand is a perception in its consumers’ minds. A strong brand can command a premium price. This power of a brand is measured using a technique of marketing research – Brand Health Survey. Figure: Current health status of some popular brands While checking a brand’s health certain vital aspects are captured such as how […]
Role of Event Management in Corporate Communication
Event Managers or Corporate Communicators The question as to whether the corporate communications team in organizations has to take on the additional responsibility of organizing events has to be answered in the wider context of the organizations size and the budget that it allocates for this purpose. Though many multinationals spend lavishly on event management […]
The Marketing Power of a Strong Product Value Proposition
The modern business world is dynamic and fast changing, and today’s consumer is smart, informed, and savvy. With an abundance of information available at the click of a button, they can see straight through flimsy marketing campaigns and overpriced duplicate products. A strong product value proposition that instantly communicates the unique and authentic value of […]
The Media and Ethics
The previous article in this series looked at how the media is an important pillar of democracy and how unless there is a free and fair media, democracies cannot be well functioning ones. This article looks at the other side and that is the practice of ethics by the media itself. In a way, this […]
As depicted by name Desk Research is the research technique which is mainly acquired by sitting at a desk.
Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. However, it could also be a complete waste of time and money if the researcher does not have the proper knowledge of how the research is performed.
Desk research is very effective and can be conducted in starting phase of market research as it is quite quick and cheap and most of the basic information could be easily fetched which can be used as benchmark in the research process.
There are basically two types of desk research techniques:
The main advantage here in performing internal desk research is that it involves internal and existing organizational resources to organize the collected data in such a way that it is not only efficient but also usable. Internal desk research is comparatively very cheap and effective as internal recourses are deputed and the expenditure in getting data from outside is less.
There could be two approaches for digging out the relevant information from internet, one is directly browsing the specific information from industrial, marketing or business sites and extracting the information out of these sites. Secondly, using the various search engines like www.google.com, www.yahoo.com, www.infoseek.go.com, www.altavista.com etc, for modulated searching.
The important aspect here is to refine the searching techniques in such a way that results are promising and relevant. For this it is necessary that the researcher should know the importance of the research and follow the guideline intellectually to reduce the efforts made and time consumed in searching.
Customers are the one who are considered the most informed as they are actually using products and services and are aware of the current market trends more than any other. Hence the feedback and information provided by customers is the most accurate and useful data which can be used most effectively in the further process of research.
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