Desk Research

Desk Research

This is one of the secondary data collection method that we use at SFR. We obtain information through searching either internal or external data.

Internal data is the in-house information available in most organizations. Examples are a firm’s internal files like previous market research reports, sales reports, accountancy ledgers, production reports, letters of complaints, etc. This step is frequently taken before researchers commit themselves to the expensive task of generating primary data from scratch via surveys or fieldwork

External data are information generated by sources outside the organization. Examples are published materials such as government reports, trade association files, readership and television studies, libraries, and computerized databases as well as syndicated services.