Desk study. Methods for collecting primary information. Stages of marketing research

Have you ever wondered why a manufacturer so easily guessed the wishes of consumers, knows when to offer the right product and at some point offers something completely new, but what is necessary for every person? It's simple - the manufacturer is studying its consumer, or rather, doing marketing research, in order to be one step ahead of the buyer.

What is marketing research

If we give a clear and short explanation of what marketing research is, it is the search for the necessary information, its collection and further analysis in any field of activity. For a broader definition, it is worth examining the main stages of research, which sometimes lasts for years. But in the final version - this is the beginning and the end of any marketing activities in the enterprise (product creation, promotion, extension of the line, etc.). Before the product appears on the shelves, marketers investigate consumers, first they first collect information, and then conduct a desk study to make the correct conclusion and move in the right direction.

Objectives of the study

Before carrying out research, it is necessary to understand what kind of problem the enterprise has or what strategic goals it wants to achieve in order to head it and understand how to find a solution, which means conducting desk research and field work, while initially setting certain tasks. In the generalized form, the following tasks are distinguished:

• Collection, processing and analysis of information.
• Market research: capacity, supply and demand.
• Evaluation of their capabilities and competitors.
• Analysis of the product or service.

All these tasks must be solved step by step. The questions will be highly specialized or generalized. Depending on the task , research methods will be chosen that pass through certain stages.

Stages of marketing research

Despite the fact that marketing research is conducted frequently, and all of them differ from each other, there is a definite plan that should be adhered to by all, and therefore, to conduct the study in stages. There are about 5 stages:

1. Identify problems, formulate goals and find a way to solve problems. This includes the formulation of tasks.
2. Selection of sources of information for analysis and problem solving using a desk study. Typically, firms on the basis of their data can identify what they have a problem and understand how to solve it without leaving "in the field."
3. If the existing data is not enough for the enterprise, and new information is needed, then it will be necessary to conduct field research, determining the volume, the structure of the sample and, of course, the object of research. It is necessary to write about these two important stages in more detail.
4. After data collection, it is necessary to analyze them, to begin with structuring, for example, in a table, so that the analysis is easier.
5. The last stage is usually a conclusion drawn, which can be in a concise form and deployed. This can be both recommendations and wishes, which is best done for the firm. But the final conclusion is made by the head of the enterprise, after acquaintance with the conducted research.

Types of information collection for research

As already mentioned above, there are two types of information collection, and they can be used both at once or choose only one. There are field studies (or collection of primary information) and desk studies (that is, collection of secondary information). Each self-respecting enterprise, as a rule, conducts both field and office information gathering, although a considerable budget is spent for this. But this approach allows you to collect more relevant data and make more accurate conclusions.

Primary information and methods of its collection

Before you go to collect information, you need to determine how much you need to collect, and which method for solving the problem is best suited. The researcher participates directly and uses the following methods of collecting primary information:

• The survey is written, spoken by phone or via the Internet, when people are asked to answer several questions, choosing a variant from the proposed ones or giving a detailed answer.
• Observation or analysis of people's behavior in a given situation in order to understand what drives a person, why he does such actions. But there is a shortage of this method - not always correctly analyze the actions.
• Experiment - the study of the dependence of some factors on others, when one factor changes, it is necessary to reveal how it affects all other binders

Methods of collecting primary information allow you to obtain data on the state of demand for a service or product at a certain time and place with individual consumers. Further, on the basis of the received data, certain conclusions are made which can help to solve the problem. If this is not enough, then it is worthwhile to conduct additional research or use several methods and types of research.

Desk study

Secondary information is already available data from different sources, on the basis of which it is possible to make an analysis and obtain certain results. In this case, the sources of their receipt can be both external and internal.

Internal data include the firm itself, for example, turnover, procurement and expenditure statistics, sales volume, raw material costs, etc.-everything that an enterprise has to use. Such desk marketing research sometimes helps to solve the problem where it was not visible and find even new ideas that can be realized.

External sources of information are available to all. They can look in the form of books and newspapers, publications of general statistical data, works of scientists on achieving something, reports on the activities carried out and much more that can be interesting for a particular enterprise.

Pros and cons of collecting secondary information

The cabinet method of research has its advantages and disadvantages, and therefore it is recommended to use two types at once in order to obtain more complete information.

Advantages of obtaining secondary information:

• Less expensive research (sometimes they are equal to the time spent);
• If the research tasks are simple enough, and the question of creating a new product is not raised , then, as a rule, secondary information is sufficient;
• Rapid collection of materials;
• Receiving information from several sources at once.

Disadvantages of obtaining secondary information:

• Data from external sources are available to all, and they can easily be used by competitors;
• Accessible information is often of a general nature and does not always fit a specific target audience;
• Information quickly becomes obsolete and may not be complete.