Content Type:

Glossary

Share Print

Desktop Research Definition

The systematic examination of all available secondary data in the context of a particular marketing research problem.

Desktop research is the systematic examination of available secondary data and insights to study a marketing research problem. Information is gathered from sources like books, journals, reports and online databases. The collected resources are analyzed to create an understanding of a market, industry or consumer behavior without conducting primary data collection. Desktop research builds a better understanding of consumer preferences, market trends and competitive landscapes. It aids in reducing risks by basing decisions on solid data. It complements primary research because it provides a broader perspective.

Who relies on desktop research?

Marketing professionals and researchers, business analysts, consultants and strategists use desktop publishing to launch new products, enter new markets or make marketing decisions.

Why should I care about desktop research?

Desktop research is beneficial because it accesses key insights without extensive fieldwork, supports informed decision making by offering contextual data and saves time by utilizing existing information. It identifies trends, competitors and opportunities within a market.