desk research report meaning

What Is Desk Research? Meaning, Methodology, Examples

Apr 4, 2024

10 min. read

Research in the digital age takes many shapes and forms. There are traditional methods that collect first-hand data via testing, focus groups, interviews, and proprietary data. And then there are ways to tap into the time and effort others have put into research, playing “armchair detective” by conducting desk research .

Desk research gives you a shortcut to insights by pulling data from other resources, which is crucial for understanding the customer journey . It takes less time and is more cost-effective compared to conducting primary market research . Most importantly, it can give you the consumer insights you need to make important business decisions.

Let’s explore the official desk research definition along with types of desk research, methodologies, examples, and how to do desk research effectively.

Desk Research Meaning: What is Desk Research?

Advantages and limitations of desk research, desk research methodology and methods, how to conduct desk research effectively, best practices for desk research, applications of desk research, how to conduct desk research with meltwater.

Desk Research definition: Desk research, also known as secondary research or complementary research , involves gathering information and data from existing sources, such as books, journals, articles, websites, reports, and other published materials. Users analyze and synthesize information from already available information.

Companies use desk research at the onset of a project to gain a better understanding of a topic, identify knowledge gaps, and inform the next stages of research. It can also supplement original findings and provide context and background information.

Desk research gives marketers attractive advantages over traditional primary research, but it’s not without its shortcomings. Let’s explore these in more detail.

Desk research advantages

• Quick insights. Conducting interviews, focus groups, panels, and tests can take weeks or even months, along with additional time to analyze your findings. With desk research, you can pull from existing information to gain similar results in less time.
• Cost-effectiveness. Desk market research is usually less expensive than primary research because it requires less time and fewer resources. You don’t have to recruit participants or administer surveys, for example.
• Accessibility. There’s a world of data out there ready for you to leverage, including online databases, research studies, libraries, and archives.
• Diverse sources. Desk market research doesn’t limit you to one information source. You can use a combination of sources to gain a comprehensive overview of a topic.

Want to see how Meltwater can supercharge your market research efforts? Simply fill out the form at the bottom of this post and we'll be in touch.

Desk research limitations 

• Data quality. Marketers don’t know how reliable or valid the data is, which is why it’s important to choose your sources carefully. Only use data from credible sources, ideally ones that do not have a financial interest in the data’s findings.
• Less control. Users are at the mercy of the data that’s available and cannot tailor it to their needs. There’s no opportunity to ask follow-up questions or address specific research needs.
• Potential bias. Some sources may include biased findings and/or outdated information, which can lead to inaccurate conclusions. Users can mitigate the risk of bias by relying only on credible sources or corroborating evidence with multiple sources.

Desk research typically involves multiple sources and processes to gain a comprehensive understanding of an idea. There are two main desk methodologies: qualitative research and quantitative research .

• Qualitative research refers to analyzing existing data (e.g., interviews, surveys, observations) to gain insights into people's behaviors, motivations, and opinions. This method delves deeper into the context and meaning behind the data.
• Quantitative research refers to analyzing and interpreting numerical data to draw conclusions and make predictions. This involves quantifying patterns and trends to find relationships between variables.

Both desk research methodologies use a variety of methods to find and analyze data and make decisions.

Examples of desk research methods include but are not limited to:

• Literature review. Analyze findings from various types of literature, including medical journals, studies, academic papers, books, articles, online publications, and government agencies.
• Competitor analysis . Learn more about the products, services, and strategies of your competitors, including identifying their strengths and weaknesses, market gaps, and overall sentiment.
• Social listening . Discover trending topics and sentiments on social media channels to learn more about your target audience and brand health.
• Consumer intelligence . Understand your audience based on digital behaviors, triggers, web usage patterns, and interests.
• Market research . Analyze market reports, industry trends, demographics, and consumer buying patterns to identify market opportunities and strengthen your positioning.

Now let’s look at how to use these methods to their full potential.

While desk research techniques can vary, they all follow a similar formula. Here’s how you can conduct desk research effectively, even if it’s your first time.

1. Define your objective

Desk research starts with a specific question you want to answer. 

In marketing , your objective might be to:

• Learn about Gen Z buying behaviors for home goods
• Gauge the effectiveness of influencer marketing for food brands
• Understand the pain points of your competitor’s customers

These questions can help you find credible sources that can provide answers.

2. Choose reliable data sources

Based on your objectives, start collecting secondary data sources that have done the heavy lifting for you. Examples include:

• Market reports (often available as gated assets from research companies)
• Trade publications
• Academic journals
• Company websites
• Government publications and data
• Online databases and resources, such as Google Scholar 
• Secondary research companies or market research tools like Meltwater and Linkfluence
• Online blogs, articles, case studies, and white papers from credible sources

In many cases, you’ll use a combination of these source types to gain a thorough answer to your question.

3. Start gathering evidence

Go through your source materials to start answering your question. This is usually the most time-intensive part of desk research; you’ll need to extract insights and do some fact-checking to trust those insights.

One of your top priorities in this step is to use reliable sources. Here are some ways you can evaluate sources to use in your desk research:

• Consider the authority and reputation of the source (e.g., do they have expertise in your subject)
• Check whether the content is sponsored, which could indicate bias
• Assess whether the data is current
• Evaluate the publisher’s peer review processes , if applicable
• Review the content’s citations and references
• Seek consensus among multiple sources
• Use sources with built-in credibility, such as .gov or .edu sites or well-known medical and academic journals

If your source materials have supporting elements, such as infographics, charts, or graphs, include those with your desk research.

4. Cross-reference your findings with other sources

For desk research to be effective, you need to be able to trust the data you find. One way to build trust is to cross-reference your findings with other sources. 

For instance, you might see who else is citing the same sources you are in their research. If there are reputable companies using those same sources, you might feel they’re more credible compared to a random internet fact that lacks supporting evidence. 

5. Draw your conclusions & document the results

Organize and synthesize your findings in a way that makes sense for your objectives. Consider your stakeholders and why the information is important.

For example, the way you share your research with an internal team might have a different structure and tone compared to a client-facing document.

Bonus tip: Include a list of sources with your documentation to build credibility in your findings. 

When conducting desk research, follow these best practices to ensure a reliable and helpful outcome.

Organize and manage your research data

It’s helpful to have a system to organize your research data. This way, you can easily go back to review sources or share information with others. Spreadsheets, databases, and platforms like Meltwater for market research are great options to keep your desk research in one place.

Create actionable recommendations

It’s not enough to state your findings; make sure others know why the data matters. Share the data along with your conclusions and recommendations for what to do next.

Remember, desk research is about decision-making, not the data itself.

Document your sources

Whether you choose to share your sources or not, it’s best practice to document your sources for your own records. This makes it easier to provide evidence if someone asks for it or to look back at your research if you have additional questions.

Now for the big question: How can marketers apply desk research to their day-to-day tasks?

Try these desk research examples to power your marketing efforts.

Use desk research for market intelligence

Markets, preferences, and buying habits change over time, and marketers need to stay up to date on their industries. Desk research can provide market intelligence insights, including new competitors, trends, and audience segments that may impact your business.

Apply desk research in competitive analysis

Desk research can help you identify your true competitors and provide more context about their strengths and weaknesses. Marketers can use this intel to improve their positioning and messaging. For instance, a competitor’s weak spot might be something your company does well, and you can emphasize this area in your messaging.

Include desk research in content strategy and audience analysis

Desk research can support consumer intelligence by helping you define various audience segments and how to market to them. These insights can help you develop content and creative assets on the right topics and in the right formats, as well as share them in the best channels to reach your audience.

Emerging technologies like Meltwater's integrated suite of solutions have a strong impact on desk research, helping you streamline how you find and vet data to support your desired topics.

Using a combination of data science, AI, and market research expertise, Meltwater offers the largest media database of its kind to help marketers learn more about their audience and how to connect with them. Millions of real-time data points cover all niches, topics, and industries, giving you the on-demand insights you need.

Our clients use Meltwater for desk research to measure audience sentiment and identify audience segments as well as to conduct competitor analysis , social listening , and brand monitoring , all of which benefit from real-time data. 

Learn more about how you can leverage Meltwater as a research solution when you request a demo by filling out the form below:

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Desk Research: What it is, Tips & Examples

What is desk research?

Desk research is a type of research that is based on the material published in reports and similar documents that are available in public libraries, websites, data obtained from surveys already carried out, etc. Some organizations also store data that can be used for research purposes.

It is a research method that involves the use of existing data. These are collected and summarized to increase the overall effectiveness of the investigation.

Secondary research is much more cost-effective than primary research , as it uses existing data, unlike primary research, in which data is collected first-hand by organizations, companies, or may employ a third party to obtain the data in your name.

LEARN ABOUT: Data Management Framework

Desk research examples

Being a cost-effective method, desk research is a popular choice for businesses and organizations as not everyone can pay large sums of money to conduct research and collect data. That is why it’s also called “ documentary research “.

Here are some more common secondary research methods and examples:

1. Data available on the Internet: One of the most popular ways to collect data for desk research is through the Internet. The information is available and can be downloaded with just one click.

This data is practically free or you may have to pay a negligible amount for it. Websites have a lot of information that companies or organizations can use to meet their research needs. However, you need to consider a reliable website to collect information.

2. Government and non-government agencies: Data for secondary research can also be collected from some government and non-government agencies. There will always be valuable and relevant data that companies or organizations can use.

3. Public libraries: Public libraries are another good source to search for data by doing desk research. They have copies of important research that has been done before. They are a store of documents from which relevant information can be extracted.

The services offered at these public libraries vary. Most often, they have a huge collection of government publications with market statistics, a large collection of business directories, and newsletters.

4. Educational Institutions: The importance of collecting data from educational institutions for secondary research is often overlooked. However, more research is done in colleges and universities than in any other business sector.

The data collected by universities is mainly used for primary research. However, companies or organizations can go to educational institutions and request data.

5. Sources of business information: Newspapers, magazines, radio and television stations are a great source of data for desk research. These sources have first-hand information on economic developments, the political agenda, the market, demographic segmentation and similar topics.

Companies or organizations can request to obtain the most relevant data for their study. Not only do they have the opportunity to identify your potential customers, but they can also learn the ways to promote their products or services through these sources, as they have a broader scope.

Differences between primary research and Desk Research

How to do a desk research

These are the steps to follow to conduct a desk investigation:

• Identify the research topic: Before you begin, identify the topic you need to research. Once done, make a list of the attributes of the research and its purpose.
• Identify research sources: Subsequently, explain the sources of information that will provide you with the most relevant data applicable to your research.
• Collect existing data: Once the sources of information collection have been narrowed, check to see if previous data is available that is closely related to the topic. They can be obtained from various sources, such as newspapers, public libraries, government and non-government agencies, etc.
• Combine and compare: Once the data is collected, combine and compare it so that the information is not duplicated and put it together in an accessible format. Make sure to collect data from authentic sources so you don’t get in the way of your investigation.
• Analyze data: Analyze the data that is collected and identify if all the questions have been answered. If not, repeat the process to dig deeper into practical ideas.
• Most of the information is secondary research and readily available. There are many sources from which the data you need can be collected and used, as opposed to primary research, where data must be collected from scratch.
• It is a less expensive and time-consuming process, as the required data is readily available and does not cost much if it is extracted from authentic sources.
• The data that is collected through secondary or desktop research gives organizations or companies an idea about the effectiveness of primary research. Thus, a hypothesis can be formed and the cost of conducting the primary research can be evaluated.
• Doing desk research is faster due to the availability of data. It can be completed in a few weeks, depending on the objective of the companies or the scale of the data required.

Disadvantages

• Although the data is readily available, the credibility and authenticity of the available information must be assessed.
• Not all secondary data resources offer the latest reports and statistics. Even when they are accurate, they may not be up to date.

Desk research is a very popular research method, because it uses existing and reliable data that can be easily obtained. This is a great benefit for businesses and organizations as it increases the effectiveness of the investigation.

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• Desk Research: Definition, Types, Application, Pros & Cons

If you are looking for a way to conduct a research study while optimizing your resources, desk research is a great option. Desk research uses existing data from various sources, such as books, articles, websites, and databases, to answer your research questions. 

Let’s explore desk research methods and tips to help you select the one for your research.

What Is Desk Research?

Desk research, also known as secondary research or documentary research, is a type of research that relies on data that has already been collected and published by others. Its data sources include public libraries, websites, reports, surveys, journals, newspapers, magazines, books, podcasts, videos, and other sources. 

When performing desk research, you are not gathering new information from primary sources such as interviews, observations, experiments, or surveys. The information gathered will then be used to make informed decisions.

The most common use cases for desk research are market research , consumer behavior , industry trends , and competitor analysis .

How Is Desk Research Used?

Here are the most common use cases for desk research:

• Exploring a new topic or problem
• Identifying existing knowledge gaps
• Reviewing the literature on a specific subject
• Finding relevant data and statistics
• Analyzing trends and patterns
• Evaluating competitors and market trends
• Supporting or challenging hypotheses
• Validating or complementing primary research

Types of Desk Research Methods

There are two main types of desk research methods: qualitative and quantitative. 

• Qualitative Desk Research 

Analyzing non-numerical data, such as texts, images, audio, or video. Here are some examples of qualitative desk research methods:

Content analysis – Examining the content and meaning of texts, such as articles, books, reports, or social media posts. It uses data to help you identify themes, patterns, opinions, attitudes, emotions, or biases.

Discourse analysis – Studying the use of language and communication in texts, such as speeches, interviews, conversations, or documents. It helps you understand how language shapes reality, influences behavior, constructs identities, creates power relations, and more.

Narrative analysis – Analyzing the stories and narratives that people tell in texts, such as biographies, autobiographies, memoirs, or testimonials. This allows you to explore how people make sense of their experiences, express their emotions, construct their identities, or cope with challenges.

• Quantitative Desk Research

Analyzing numerical data, such as statistics, graphs, charts, or tables. 

Here are common examples of quantitative desk research methods:

Statistical analysis : This method involves applying mathematical techniques and tools to numerical data, such as percentages ratios, averages, correlations, or regressions.

You can use statistical analysis to measure, describe, compare, or test relationships in the data.

Meta-analysis : Combining and synthesizing the results of multiple studies on a similar topic or question. Meta-analysis can help you increase the sample size, reduce the margin of error, or identify common findings or discrepancies in data.

Trend analysis : This method involves examining the changes and developments in numerical data over time, such as sales, profits, prices, or market share. It helps you identify patterns, cycles, fluctuations, or anomalies. 

Examples of Desk Research

Here are some real-life examples of desk research questions:

• What are the current trends and challenges in the fintech industry?
• How do Gen Z consumers perceive money and financial services?
• What are the best practices for conducting concept testing for a new fintech product?
• Documentary on World War II and its effect on Austria as a country

You can use the secondary data sources listed below to answer these questions:

Industry reports and publications

• Market research surveys and studies
• Academic journals and papers
• News articles and blogs
• Podcasts and videos
• Social media posts and reviews
• Government and non-government agencies

How to Choose the Best Type of Desk Research

The main factors for selecting a desk research method are:

• Research objective and question
• Budget and deadlines
• Data sources availability and accessibility.
• Quality and reliability of data sources
• Your data analysis skills

Let’s say your research question requires an in-depth analysis of a particular topic, a literature review may be the best method. But if the research question requires analysis of large data sets, you can use trend analysis.

Differences Between Primary Research and Desk Research

The main difference between primary research and desk research is the source of data. Primary research uses data that is collected directly from the respondents or participants of the study. Desk research uses data that is collected by someone else for a different purpose.

Another key difference is the cost and time involved. Primary research is usually more expensive, time-consuming, and resource-intensive than desk research. However, it can also provide you with more specific, accurate, and actionable data that is tailored to your research goal and question.

The best practice is to use desk-based research before primary research; it refines the scope of the work and helps you optimize resources.

Read Also – Primary vs Secondary Research Methods: 15 Key Differences

How to Conduct a Desk Research

Here are the four main steps to conduct desk research:

• Define Research Goal and Question

What do you want to achieve with your desk research? What problem do you want to solve or what opportunity do you want to explore? What specific question do you want to answer with your desk research?

• Identify and Evaluate Data Sources

Where can you find relevant data for your desk research? How relevant and current are the data sources for your research? How consistent and comparable are they with each other? 

You can evaluate your data sources based on factors such as- 

– Authority: Who is the author or publisher of the data source? What are their credentials and reputation? Are they experts or credible sources on the topic?

– Accuracy: How accurate and precise is the data source? Does it contain any errors or mistakes? Is it supported by evidence or references?

– Objectivity: How objective and unbiased is the data source? Does it present facts or opinions? Does it have any hidden agenda or motive?

– Coverage: How comprehensive and complete is the data source? Does it cover all aspects of your topic? Does it provide enough depth and detail?

– Currency: How current and up-to-date is the data source? When was it published or updated? Is it still relevant to your topic?

• Collect and Analyze Your Data

How can you collect your data efficiently and effectively? What tools or techniques can you use to organize and analyze your data? How can you interpret your data with your research goal and question?

• Present and Report Your Findings

How can you communicate your findings clearly and convincingly? What format or medium can you use to accurately record your findings?

You can use spreadsheets, presentation slides, charts, infographics, and more.

Advantages of Desk Research

• Cost Effective

It is cheaper and faster than primary research, you don’t have to collect new data or report them. You can simply analyze and leverage your findings to make deductions.

• Prevents Effort Duplication

Desk research provides you with a broad and thorough overview of the research topic and related issues. This helps to avoid duplication of efforts and resources by using existing data.

• Improves Data Validity

Using desk research, you can compare and contrast various perspectives and opinions on the same topic. This enhances the credibility and validity of your research by referencing authoritative sources.

• Identify Data Trends and Patterns

 It helps you to identify new trends and patterns in the data that may not be obvious from primary research. This can help you see knowledge and research gaps to offer more effective solutions.

Disadvantages of Desk Research

• Outdated Information

One of the main challenges of desk research is that the data may not be relevant, accurate, or up-to-date for the specific research question or purpose. Desk research relies on data that was collected for a different reason or context, which may not match the current needs or goals of the researcher.

• Limited Scope

Another limitation of desk research is that it may not provide enough depth or insight into qualitative aspects of the market, such as consumer behavior, preferences, motivations, or opinions. 

Data obtained from existing sources may be biased or incomplete due to the agenda or perspective of the source.

Read More – Research Bias: Definition, Types + Examples

• Data Inconsistencies

It may also be inconsistent or incompatible with other data sources due to different definitions or methodologies.

• Legal and Technical Issues

Desk research data may also be difficult to access or analyze due to legal, ethical, or technical issues.

How to Use Desk Research Effectively

Here are some tips on how to use desk research effectively:

• Define the research problem and objectives clearly and precisely.
• Identify and evaluate the sources of secondary data carefully and critically.
• Compare and contrast different sources of data to check for consistency and reliability.
• Use multiple sources of data to triangulate and validate the findings.
• Supplement desk research with primary research when exploring deeper issues.
• Cite and reference the sources of data properly and ethically.

Desk research should not be used as a substitute for primary research, but rather as a complement or supplement. Combine it with primary research methods, such as surveys, interviews, observations, experiments, and others to obtain a more complete and accurate picture of your research topic.

Desk research is a cost-effective tool for gaining insights into your research topic. Although it has limitations, if you choose the right method and carry out your desk research effectively, you will save a lot of time, money, and effort that primary research would require.

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• desk research
• market research
• primary vs secondary research
• research bias
• secondary research
• Moradeke Owa

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Blog General

Desk Research 101: Definition, Methods, and Examples

Parvathi vijayamohan.

Last Updated:  

30 May 2024

Table Of Contents

If you ever had to do a research study or a survey at some point, you would have started with desk research .

There’s another, more technical name for it – secondary research. To rewind a bit, there are two types of research: primary , where you go out and study things first-hand, and secondary , where you explore what others have done.

But what is desk research? How do you do it, and use it? This article will help you:

• Understand what is desk-based research
• Explore 3 examples of desk research
• Learn about 6 common desk research methods
• Uncover the advantages of desk research

What is desk research?

Desk research can be defined as a type of market/product research, where you collect data at your desk (metaphorically speaking) from existing sources to get initial ideas about your research topic.

Desk research or secondary research is an essential process from a business’s point of view. After all, secondary data sources are such an easy way to get information about their industry, trends, competitors, and customers.

Types of secondary data sources

#1. Internal secondary data: This consists of data from within the researcher’s company. Examples include:

• Company reports and presentations
• Case studies
• Podcasts, vlogs and blogs
• Press releases
• Websites and social media
• Company databases and data sets

#2. External secondary data: Researchers collect this from outside their respective firms. Examples include:

• Digital and print publications
• Domain-specific publications and periodicals
• Online research communities, like  ResearchGate
• Industry speeches and conference presentations
• Research papers

What are examples of desk research in action?

#1. testing product-audience match.

Let’s say you’re developing a fintech product. You want to do a concept testing study. To make sure you get it right, you’re interested in finding out your target audience’s attitudes about a topic in your domain. For e.g., Gen Z’s perceptions about money in the US.

With a quick Google search, you get news articles, reports, and research studies about Gen Z’s financial habits and attitudes. Also, infographics and videos provide plenty of quantitative data to draw on.

These steps are a solid starting point for framing your concept testing study. You can further reduce the time spent on survey design with a  Concept Testing Survey Template . Sign up to get free access to this and hundreds more templates.

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#2. Tracking the evolution of the Web

As we wade into the brave new world of  Web 5.0 , there are quite a few of us who still remember static websites, flash animations, and images sliced up into tables.

If you want to refresh your memory, you can hop on the  Wayback Machine . iI gives you access to over 20 years of web history, with over 635 billion web pages saved over time!

Curiosity aside, there are practical use cases for this web archive. SEO specialist Artur Bowsza explores this in his fantastic article  Internet Archeology with the Wayback Machine .

Imagine you’re investigating a recent drop in a website’s visibility. You know there were some recent changes in the website’s code, but couldn’t get any details. Or maybe you’re preparing a case study of your recent successful project, but the website has changed so much, and you never bothered to take a screenshot. Wouldn’t it be great to travel back in time and uncover the long-forgotten versions of the website – like an archaeologist, discovering secrets from the past but working in the digital world?

#3. Repairing a business reputation

As a brand, you hope that a crisis never happens. But if hell does break loose, having a crisis management strategy is essential.

If you want examples, just do a Google search. From Gamestop getting caught in a  Reddit stock trading frenzy  to Facebook being voted  The Worst Company of 2021 , we have seen plenty of brands come under fire in recent years.

Some in-depth desk research can help you nail your crisis communication. Reputation management expert Lida Citroen outlines this in her article 7 Ways to Recover After a Reputation Crisis .

Conduct a thoughtful and thorough perception sweep of the reputation hit’s after-effects. This includes assessing digital impact such as social media, online relationships and Google search results. The evaluation gives you a baseline. How serious is the situation? Sometimes the way we believe the situation to be is not reflected in the business impact of the damage.

6 popular methods of desk research

#1. the internet.

No surprise there. When was the last time you checked a book to answer the burning question of “is pineapple on pizza illegal?” (it should be).

However, choosing authentic and credible sources from an information overload can be tricky. To help you out, the Lydia M. Olson Library has a 6-point checklist to filter out low-quality sources. You can read them in detail here .

#2. Libraries

You have earned some serious street cred if your preferred source is a library. But, jokes apart, finding the correct information for your research topic in a library can be time-consuming.

However, depending on which library you visit, you will find a wealth of verifiable, quotable information in the form of newspapers, magazines, research journals, books, documents, and more.

#3. Governmental and non-governmental organizations

NGOs, and governmental agencies like the US Census Bureau, have valuable demographic data that businesses can use during desk research. This data is collected using survey tools like SurveySparrow .

You may have to pay a certain fee to download or access the information from these agencies. However, the data obtained will be reliable and trustworthy.

#4. Educational institutions

Colleges and universities conduct plenty of primary research studies every year. This makes them a treasure trove for desk researchers.

However, getting access to this data requires legwork. The procedures vary according to the institution; among other things, you will need to submit an application to the relevant authority and abide by a data use agreement.

#5. Company databases

For businesses, customer and employee data are focus areas all on their own. But after the pandemic, companies are using even more applications and tools for the operations and service sides.

This gives businesses access to vast amounts of information useful for desk research and beyond. For example, one interesting  use case  is making employee onboarding more effective with just basic employee data, like their hobbies or skills.

#6. Commercial information media

These include radio, newspapers, podcasts, YouTube, and TV stations. They are decent sources of first-hand info on political and economic developments, market research, public opinion and other trending subjects.

However, this is also a source that blurs the lines between advertising, information and entertainment. So as far as credibility is concerned, you are better off supporting this data with additional sources.

Why is desk research helpful?

Desk research helps with the following:

• Better domain understanding.  Before doing market research, running a usability test, or starting any user-centric project, you want to see what companies have done in the past (in related areas if not the same domain). Then, instead of learning everything from scratch, you can review their research, success, and mistakes and learn from that. 
• Quicker opportunity spotting.  How do you know if you’ve found something new? By reviewing what has gone before. By doing this, you can spot gaps in the data that match up with the problem you’re trying to solve.
• More money saved . Thanks to the internet, most of the data you need is at your fingertips, and they are cheaper to compile than field data. With a few (search and mental) filters, you can quickly find credible sources with factual information.
• More time saved . You have less than 15 minutes with your research participant. Two minutes if you’re doing an online survey. Do you really want to waste that time asking questions that have already been answered elsewhere? Lack of preparation can also hurt your credibility.
• Better context.  Desk research helps to provide focus and a framework for primary research. By using desk research, companies can also get the insight to make better decisions about their customers and employees.
• More meaningful data.  Desk research is the yin to the yang of field research – they are both required for a meaningful study. That’s why desk research serves as a starting point for every kind of study.

This brings us to the last question.

How do you do desk research?

Good question! In her blog post , Lorène Fauvelle covers the desk research process in detail.

Y ou can also follow our 4-step guide below:

• First,  start with a general topic l ike “handmade organic soaps”. Read through existing literature about handmade soaps to see if there is a gap in the literature that your study can fill.
• Once you find that gap, it’s time to  specify your research topic . So in the example above, you can specify it like this: “What is the global market size for handmade organic soaps”?
• Identify the relevant secondary data for desk research. This only applies if there is past data that could be useful for your research.
• Review the secondary data  according to:
• The aim of the previous study
• The author/sponsors of the study
• The methodology of the study
• The time of the research

Note: One more thing about desk research…

Beware of dismissing research just because it was done a few years ago. People new to research often make the mistake of viewing research reports like so many yogurts in a fridge where the sell-by dates have expired. Just because it was done a couple of years ago, don’t think it’s no longer relevant. The best research tends to focus on human behaviour, and that tends to change very slowly.

• Dr David Travis, Desk Research: The What, Why and How

Wrapping up

That’s all folks! We hope this blog was helpful for you.

How have you used desk research for your work? Let us know in the comments below.

Growth Marketer at SurveySparrow

Fledgling growth marketer. Cloud watcher. Aunty to a naughty beagle.

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Secondary research: definition, methods, & examples.

19 min read This ultimate guide to secondary research helps you understand changes in market trends, customers buying patterns and your competition using existing data sources.

In situations where you’re not involved in the data gathering process ( primary research ), you have to rely on existing information and data to arrive at specific research conclusions or outcomes. This approach is known as secondary research.

In this article, we’re going to explain what secondary research is, how it works, and share some examples of it in practice.

Free eBook: The ultimate guide to conducting market research

What is secondary research?

Secondary research, also known as desk research, is a research method that involves compiling existing data sourced from a variety of channels . This includes internal sources (e.g.in-house research) or, more commonly, external sources (such as government statistics, organizational bodies, and the internet).

Secondary research comes in several formats, such as published datasets, reports, and survey responses , and can also be sourced from websites, libraries, and museums.

The information is usually free — or available at a limited access cost — and gathered using surveys , telephone interviews, observation, face-to-face interviews, and more.

When using secondary research, researchers collect, verify, analyze and incorporate it to help them confirm research goals for the research period.

As well as the above, it can be used to review previous research into an area of interest. Researchers can look for patterns across data spanning several years and identify trends — or use it to verify early hypothesis statements and establish whether it’s worth continuing research into a prospective area.

How to conduct secondary research

There are five key steps to conducting secondary research effectively and efficiently:

1.    Identify and define the research topic

First, understand what you will be researching and define the topic by thinking about the research questions you want to be answered.

Ask yourself: What is the point of conducting this research? Then, ask: What do we want to achieve?

This may indicate an exploratory reason (why something happened) or confirm a hypothesis. The answers may indicate ideas that need primary or secondary research (or a combination) to investigate them.

2.    Find research and existing data sources

If secondary research is needed, think about where you might find the information. This helps you narrow down your secondary sources to those that help you answer your questions. What keywords do you need to use?

Which organizations are closely working on this topic already? Are there any competitors that you need to be aware of?

Create a list of the data sources, information, and people that could help you with your work.

3.    Begin searching and collecting the existing data

Now that you have the list of data sources, start accessing the data and collect the information into an organized system. This may mean you start setting up research journal accounts or making telephone calls to book meetings with third-party research teams to verify the details around data results.

As you search and access information, remember to check the data’s date, the credibility of the source, the relevance of the material to your research topic, and the methodology used by the third-party researchers. Start small and as you gain results, investigate further in the areas that help your research’s aims.

4.    Combine the data and compare the results

When you have your data in one place, you need to understand, filter, order, and combine it intelligently. Data may come in different formats where some data could be unusable, while other information may need to be deleted.

After this, you can start to look at different data sets to see what they tell you. You may find that you need to compare the same datasets over different periods for changes over time or compare different datasets to notice overlaps or trends. Ask yourself: What does this data mean to my research? Does it help or hinder my research?

5.    Analyze your data and explore further

In this last stage of the process, look at the information you have and ask yourself if this answers your original questions for your research. Are there any gaps? Do you understand the information you’ve found? If you feel there is more to cover, repeat the steps and delve deeper into the topic so that you can get all the information you need.

If secondary research can’t provide these answers, consider supplementing your results with data gained from primary research. As you explore further, add to your knowledge and update your findings. This will help you present clear, credible information.

Primary vs secondary research

Unlike secondary research, primary research involves creating data first-hand by directly working with interviewees, target users, or a target market. Primary research focuses on the method for carrying out research, asking questions, and collecting data using approaches such as:

• Interviews (panel, face-to-face or over the phone)
• Questionnaires or surveys
• Focus groups

Using these methods, researchers can get in-depth, targeted responses to questions, making results more accurate and specific to their research goals. However, it does take time to do and administer.

Unlike primary research, secondary research uses existing data, which also includes published results from primary research. Researchers summarize the existing research and use the results to support their research goals.

Both primary and secondary research have their places. Primary research can support the findings found through secondary research (and fill knowledge gaps), while secondary research can be a starting point for further primary research. Because of this, these research methods are often combined for optimal research results that are accurate at both the micro and macro level.

Sources of Secondary Research

There are two types of secondary research sources: internal and external. Internal data refers to in-house data that can be gathered from the researcher’s organization. External data refers to data published outside of and not owned by the researcher’s organization.

Internal data

Internal data is a good first port of call for insights and knowledge, as you may already have relevant information stored in your systems. Because you own this information — and it won’t be available to other researchers — it can give you a competitive edge . Examples of internal data include:

• Database information on sales history and business goal conversions
• Information from website applications and mobile site data
• Customer-generated data on product and service efficiency and use
• Previous research results or supplemental research areas
• Previous campaign results

External data

External data is useful when you: 1) need information on a new topic, 2) want to fill in gaps in your knowledge, or 3) want data that breaks down a population or market for trend and pattern analysis. Examples of external data include:

• Government, non-government agencies, and trade body statistics
• Company reports and research
• Competitor research
• Public library collections
• Textbooks and research journals
• Media stories in newspapers
• Online journals and research sites

Three examples of secondary research methods in action

How and why might you conduct secondary research? Let’s look at a few examples:

1.    Collecting factual information from the internet on a specific topic or market

There are plenty of sites that hold data for people to view and use in their research. For example, Google Scholar, ResearchGate, or Wiley Online Library all provide previous research on a particular topic. Researchers can create free accounts and use the search facilities to look into a topic by keyword, before following the instructions to download or export results for further analysis.

This can be useful for exploring a new market that your organization wants to consider entering. For instance, by viewing the U.S Census Bureau demographic data for that area, you can see what the demographics of your target audience are , and create compelling marketing campaigns accordingly.

2.    Finding out the views of your target audience on a particular topic

If you’re interested in seeing the historical views on a particular topic, for example, attitudes to women’s rights in the US, you can turn to secondary sources.

Textbooks, news articles, reviews, and journal entries can all provide qualitative reports and interviews covering how people discussed women’s rights. There may be multimedia elements like video or documented posters of propaganda showing biased language usage.

By gathering this information, synthesizing it, and evaluating the language, who created it and when it was shared, you can create a timeline of how a topic was discussed over time.

3.    When you want to know the latest thinking on a topic

Educational institutions, such as schools and colleges, create a lot of research-based reports on younger audiences or their academic specialisms. Dissertations from students also can be submitted to research journals, making these places useful places to see the latest insights from a new generation of academics.

Information can be requested — and sometimes academic institutions may want to collaborate and conduct research on your behalf. This can provide key primary data in areas that you want to research, as well as secondary data sources for your research.

Advantages of secondary research

There are several benefits of using secondary research, which we’ve outlined below:

• Easily and readily available data – There is an abundance of readily accessible data sources that have been pre-collected for use, in person at local libraries and online using the internet. This data is usually sorted by filters or can be exported into spreadsheet format, meaning that little technical expertise is needed to access and use the data.
• Faster research speeds – Since the data is already published and in the public arena, you don’t need to collect this information through primary research. This can make the research easier to do and faster, as you can get started with the data quickly.
• Low financial and time costs – Most secondary data sources can be accessed for free or at a small cost to the researcher, so the overall research costs are kept low. In addition, by saving on preliminary research, the time costs for the researcher are kept down as well.
• Secondary data can drive additional research actions – The insights gained can support future research activities (like conducting a follow-up survey or specifying future detailed research topics) or help add value to these activities.
• Secondary data can be useful pre-research insights – Secondary source data can provide pre-research insights and information on effects that can help resolve whether research should be conducted. It can also help highlight knowledge gaps, so subsequent research can consider this.
• Ability to scale up results – Secondary sources can include large datasets (like Census data results across several states) so research results can be scaled up quickly using large secondary data sources.

Disadvantages of secondary research

The disadvantages of secondary research are worth considering in advance of conducting research :

• Secondary research data can be out of date – Secondary sources can be updated regularly, but if you’re exploring the data between two updates, the data can be out of date. Researchers will need to consider whether the data available provides the right research coverage dates, so that insights are accurate and timely, or if the data needs to be updated. Also, fast-moving markets may find secondary data expires very quickly.
• Secondary research needs to be verified and interpreted – Where there’s a lot of data from one source, a researcher needs to review and analyze it. The data may need to be verified against other data sets or your hypotheses for accuracy and to ensure you’re using the right data for your research.
• The researcher has had no control over the secondary research – As the researcher has not been involved in the secondary research, invalid data can affect the results. It’s therefore vital that the methodology and controls are closely reviewed so that the data is collected in a systematic and error-free way.
• Secondary research data is not exclusive – As data sets are commonly available, there is no exclusivity and many researchers can use the same data. This can be problematic where researchers want to have exclusive rights over the research results and risk duplication of research in the future.

When do we conduct secondary research?

Now that you know the basics of secondary research, when do researchers normally conduct secondary research?

It’s often used at the beginning of research, when the researcher is trying to understand the current landscape . In addition, if the research area is new to the researcher, it can form crucial background context to help them understand what information exists already. This can plug knowledge gaps, supplement the researcher’s own learning or add to the research.

Secondary research can also be used in conjunction with primary research. Secondary research can become the formative research that helps pinpoint where further primary research is needed to find out specific information. It can also support or verify the findings from primary research.

You can use secondary research where high levels of control aren’t needed by the researcher, but a lot of knowledge on a topic is required from different angles.

Secondary research should not be used in place of primary research as both are very different and are used for various circumstances.

Questions to ask before conducting secondary research

Before you start your secondary research, ask yourself these questions:

• Is there similar internal data that we have created for a similar area in the past?

If your organization has past research, it’s best to review this work before starting a new project. The older work may provide you with the answers, and give you a starting dataset and context of how your organization approached the research before. However, be mindful that the work is probably out of date and view it with that note in mind. Read through and look for where this helps your research goals or where more work is needed.

• What am I trying to achieve with this research?

When you have clear goals, and understand what you need to achieve, you can look for the perfect type of secondary or primary research to support the aims. Different secondary research data will provide you with different information – for example, looking at news stories to tell you a breakdown of your market’s buying patterns won’t be as useful as internal or external data e-commerce and sales data sources.

• How credible will my research be?

If you are looking for credibility, you want to consider how accurate the research results will need to be, and if you can sacrifice credibility for speed by using secondary sources to get you started. Bear in mind which sources you choose — low-credibility data sites, like political party websites that are highly biased to favor their own party, would skew your results.

• What is the date of the secondary research?

When you’re looking to conduct research, you want the results to be as useful as possible , so using data that is 10 years old won’t be as accurate as using data that was created a year ago. Since a lot can change in a few years, note the date of your research and look for earlier data sets that can tell you a more recent picture of results. One caveat to this is using data collected over a long-term period for comparisons with earlier periods, which can tell you about the rate and direction of change.

• Can the data sources be verified? Does the information you have check out?

If you can’t verify the data by looking at the research methodology, speaking to the original team or cross-checking the facts with other research, it could be hard to be sure that the data is accurate. Think about whether you can use another source, or if it’s worth doing some supplementary primary research to replicate and verify results to help with this issue.

We created a front-to-back guide on conducting market research, The ultimate guide to conducting market research , so you can understand the research journey with confidence.

In it, you’ll learn more about:

• What effective market research looks like
• The use cases for market research
• The most important steps to conducting market research
• And how to take action on your research findings

Download the free guide for a clearer view on secondary research and other key research types for your business.

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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Desk Research: What It Is and How You Can Use It

by Tim Gell

Posted at: 8/4/2023 12:30 PM

Access to reliable and relevant information is crucial for making informed decisions and staying ahead of the competition.

This is where desk research, also known as secondary research or library research, proves to be an indispensable tool.

By harnessing existing sources of data, from published reports and academic papers to market studies and industry analyses, desk research empowers individuals and organizations to delve into a wealth of knowledge without the need for expensive and time-consuming fieldwork.

In this blog post, our market research company will explore the ins and outs of desk research, understand its benefits, and uncover practical ways to use it.

What is Desk Research?

Desk research, also known as secondary research or library research, is a method of gathering information and insights by analyzing and synthesizing existing data and sources rather than conducting primary data collection through fieldwork or surveys.

It involves scouring through published reports, articles, studies, and other publicly available materials to extract valuable knowledge and make informed decisions.

Think back to your high school or college days. When you were assigned to write a paper, you most likely turned to many articles on Google or textbooks as helpful resources. That action was a type of desk research.

Heck, you are technically conducting secondary research by reading this article right now.

On the contrary, new research designed to answer your own specific questions is referred to as primary research . Common primary research methodologies include online surveys , focus groups,  and in-depth interviews.

Common Forms of Desk Research

Desk research may come in the form of web searches, online platforms, industry reports, or even physical books.

These sources aren't usually relevant in their entirety but may offer valuable snippets of information to help answer your questions.

Desk research can also help with qualitative recruiting .

While this is often a last-ditch effort (our market research company would first recommend utilizing online panels or paid social media advertisements), depending on the target audience desk research can help find qualified participants to participate in a market research study.

For example, if your company is hosting an online focus group with financial advisors, perhaps LinkedIn could be a valuable tool in researching who would make a great fit as a potential participant. 

Advantages of Desk Research

So, why bother with secondary research for your business? Desk research offers several advantages, including:

• Cost-effectiveness: Desk research is relatively inexpensive compared to primary research methods, as it involves using existing data and sources, reducing the need for expensive data collection.
• Time efficiency: Since the data is already available, desk research can be conducted quickly, providing timely and relevant insights without the time constraints of conducting fieldwork or surveys.
• Accessibility: A wide range of information is readily accessible through libraries, databases, and online resources, allowing researchers to explore a vast array of topics and gather valuable data from various reputable sources.

Disadvantages of Desk Research

As with most things, there are pros and cons to conducting secondary research. The limitations and disadvantages of desk research include:

• Lack of control over data quality: Since the data is collected by third parties and is pre-existing, researchers have limited control over its accuracy, relevance, and reliability, which can impact the credibility of the findings.
• Potential bias in sources: The data sources used in desk research may have inherent biases or limited perspectives, leading to incomplete or skewed information, especially if certain viewpoints or demographics are underrepresented.
• Outdated or incomplete data: Some data may become outdated or lack the most recent information, potentially affecting the relevance and applicability of the findings.
• Inability to answer specific research questions: Desk research might not address specific or unique research questions that require customized data collection methods, making it less suitable for certain niche topics.
• Limited customization: Researchers have limited control over the data collected during desk research, which might not cater to specific research requirements or allow for in-depth exploration of niche areas.

Free Secondary Research Sources

1. Google Advanced Search

Given that there are over 70,000 Google searches per second, there is a good chance you have turned to an online search recently.

This is really the easiest place to begin desk research, especially if you do not know exactly what you are looking for. Through search, you can find countless articles, blogs, reports, and white papers on just about any topic.

Online search is more powerful than you may know, too. Google search features advanced filters and settings to target keywords, specific date ranges, domains, and more.

See some of the useful options below.

2. Google Analytics

Another valuable free source of secondary data is Google Analytics . While there is some work to initially set up the tracking code on each page of your website, this tool is very user-friendly.

The data can tell you almost anything you want to know about the traffic to and from your website.

For example, with Google Analytics you can get a glimpse into:

• How users arrive at your website
• What content they engage with while there
• How long they stay on the website
• What page they leave on

Below is an example of the Google Analytics platform with the Google Merchandise Store demo account.

Paid Secondary Sources

1. DemographicsNow by eSite Analytics

Desk research is very important for feasibility studies , in which syndicated research and demographic data are used to identify market supply for a new product or service .

Drive Research uses a secondary data tool called Demographics Now by eSite Analytics to help with these studies.

Market Analysis in Demographics Now provides access to detailed statistics about virtually any US market. The tool offers data on demographics, consumer expenditures, household statistics, psychographics, etc. by target areas.

See an example of the data for the Syracuse DMA below.

2. Industry Trend Reports

Other common paid options for desk research sources are industry or trend reports.

These are usually all-encompassing studies for a particular vertical that may highlight its current state and/or forecast changes over the next several years.

While sometimes costly, these reports can give your business a serious leg up on the competition if relevant.

For example, Drive Research created a Cannabis Consumer Report . It is a paid report that shares the findings of a survey we conducted with nearly 4,000 cannabis users. It covers topics such as purchasing behaviors, usage preferences, and perceived health benefits. 

The report covers many areas of interest for those looking to sell or market their cannabis business, but it is at a lower cost than if these audiences were to conduct a custom market research study.

Other Frequently Asked Questions About Desk Research

What is an example of desk research?

Here are three examples of using desk research:

• Reviewing academic journals and scientific papers to gather data and insights related to a specific research question or topic.
• Analyzing market reports and industry publications to understand market trends, consumer behavior, and competitor analysis.
• Examining government publications and statistical data to gather information about demographics, economic indicators, and social trends.

What is the job of a desk researcher?

The job of a desk researcher involves gathering, analyzing, and synthesizing information from various sources, such as published reports, databases, academic papers, and online resources, to provide valuable insights and data to support decision-making, research projects, market analysis, and other information-driven endeavors.

Why is it called desk research?

It is called desk research because the primary activity of the research takes place at a desk, where the researcher accesses and analyzes existing data and information from various sources without the need for fieldwork or direct interaction with participants.

Contact Drive Research Our Desk Research Company

Interested in desk research for yourself? Our team at Drive Research has plenty of experience digging through secondary sources to get answers for clients.

Contact our full-service market research company to see how we may help.

• Message us on our website
• Email us at  [email protected]
• Call us at  888-725-DATA
• Text us at 315-303-2040

As a Research Analyst, Tim is involved in every stage of a market research project for our clients. He first developed an interest in market research while studying at Binghamton University based on its marriage of business, statistics, and psychology. 

Learn more about Tim, here .

Categories: Market Research Services Category

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What is Desk Research? Definition & Useful Tools

Desk research typically serves as a starting point for design projects, providing designers with the knowledge to guide their approach and help them make informed design choices.

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What is Desk Research?

Desk research (secondary research or literature review) refers to gathering and analyzing existing data from various sources to inform design decisions for UX projects. It’s usually the first step in a design project as it’s cost-effective and informs where teams may need to dig deeper.

This data can come from published materials, academic papers, industry reports, online resources, and other third-party data sources. UX designers or researchers use this information to supplement data, learn about certain markets/user groups, explore industry trends, understand specific topics, or navigate design challenges.

The importance of desk research in the design process

Desk research gives designers a comprehensive understanding of the context, users, and existing solutions. It allows designers to gather valuable insights without conducting primary research which can be time-consuming and resource-intensive.

Desk research helps designers better understand the problem space, explore best practices and industry trends , and identify potential design opportunities without reinventing the wheel while learning from others’ mistakes.

Primary Research vs. Secondary Research

• Primary research: new and original data from first-hand sources collected by the team, such as questionnaires, interviews, field research, or experiments, specifically for a particular research project.
• Secondary research: utilizing existing data sets and information that others have collected, including books, articles, reports, and databases.

Primary and secondary research complement each other in comprehensively understanding a topic or problem. While primary research provides new first-party data specifically for a project’s goals , secondary data leverages existing knowledge and resources to gain insights.

What is the Purpose of Desk Research?

Understanding the problem or design challenge

Desk research helps designers comprehensively understand the problem or design challenge. By reviewing existing knowledge and information, designers can grasp the context, identify pain points, and define the scope of their design project.

For example, when tasked with designing a new mobile banking app, desk research can provide insights into user preferences, common challenges in the banking industry, and emerging trends in mobile banking.

Gathering background information

Desk research allows designers to gather background information related to their design project. It helps them explore the domain, industry, target audience, and relevant factors that may influence their design decisions. 

For example, when designing a fitness-tracking app, desk research may involve collecting information about fitness activities, wearable technologies, and health guidelines.

Exploring existing solutions and best practices

Desk research enables designers to explore existing solutions and best practices. By studying successful designs, case studies, and industry standards, designers can learn from previous approaches and incorporate proven techniques.

For example, when creating a website’s navigation menu , desk research can involve analyzing navigation patterns used by popular websites to ensure an intuitive user experience.

Identifying trends and patterns

Desk research helps designers identify trends and patterns within the industry or user behavior. Designers examine market reports, user surveys, and industry publications to identify trends, emerging technologies, and user preferences.

For example, when designing a smart home app, desk research can involve analyzing market trends in connected devices and user expectations for seamless integration.

Informing decision-making and design choices

Desk research provides designers valuable insights that inform their decision-making and design choices. It helps designers make informed design decisions based on existing knowledge, data, and research findings.

For example, when selecting a color palette for a brand’s website, desk research can involve studying color psychology, cultural associations, and industry trends to ensure the chosen colors align with the brand’s values and resonate with the target audience.

Secondary Research Methods and Techniques

Researchers use these methods individually or in combination, depending on the specific design project and research objectives. They select and adapt these based on the nature of the problem, available resources, and desired outcomes.

• Literature review : gathers and analyzes relevant data from academic and research publications, government agencies, educational institutions, books, articles, and online resources (i.e., Google Scholar, social media, etc.). It helps designers gain a deeper understanding of existing knowledge, theories, and perspectives on the subject matter.
• Market research : studying and analyzing market reports, industry trends, consumer behavior, and demographic data. It provides valuable insights into the target market, user preferences, emerging trends, and potential opportunities for design solutions.
• Competitor analysis : examines and evaluates the products, services, and strategies of competitors in the market. By studying competitors’ strengths, weaknesses, and unique selling points, designers can identify gaps, potential areas for improvement, and opportunities to differentiate their designs.
• User research analysis : User research analysis involves reviewing and analyzing data collected from various user research methods, such as surveys, interviews, and usability testing. It helps designers gain insights into user needs, preferences, pain points, and behaviors, which inform the design decisions and enhance the user-centeredness of the final product.
• Data analysis : processing and interpreting quantitative and qualitative data from various sources, such as surveys, analytics, and user feedback. It helps designers identify patterns, trends, and correlations in the data, which can guide decision-making and inform design choices.

How to Conduct Desk Research

Defining research objectives and questions

Start by defining the research objectives and formulating specific research questions. A clear goal will inform the type and method of secondary research.

For example, if you’re designing a mobile app for fitness tracking, your research objective might be to understand user preferences for workout-tracking features. Your research question could be: “What are the most commonly used workout tracking features in popular fitness apps?”

Identifying and selecting reliable sources

Identify relevant and reliable sources of information that align with your research objectives. These sources include academic journals, industry reports, reputable websites, and case studies.

For example, you might refer to academic journals and industry reports on fitness technology trends and user behavior to gather reliable insights for your research.

Collecting and analyzing relevant information

Collect information from the selected sources and carefully analyze it to extract key insights. 

For example, you could collect data on user preferences for workout-tracking features by reviewing user reviews of existing fitness apps, analyzing market research reports, and studying user surveys conducted by fitness-related organizations.

Organizing and synthesizing findings

Organize the research data and synthesize the findings to identify common themes, patterns, and trends.

For example, you might categorize the collected data based on different workout tracking features, identify the most frequently mentioned features, and analyze user feedback to understand the reasons behind their preferences.

Limitations and Considerations of Secondary Research

Considering these desk research limitations and considerations allows designers to approach it with a critical mindset, apply appropriate methodologies to address potential biases, and supplement it with other research methods when necessary.

• Potential bias in sources: Desk research heavily relies on existing information, which may come from biased or unreliable sources. It is essential to critically evaluate the credibility and objectivity of the sources used to minimize the risk of incorporating biased information into the research findings.
• Limited access to certain information: Desk research may have limitations in accessing certain types of information, such as proprietary data or sensitive industry insights. This limited access can restrict the depth of the research and may require designers to rely on alternative sources or approaches to fill the gaps.
• Lack of real-time data: Desk research uses existing data and information, which may not always reflect the most up-to-date or current trends. It is essential to consider the data’s publication date and recognize that certain aspects of the research may require complementary methods, such as user research or market surveys, to capture real-time insights.
• Necessary cross-referencing and triangulation: Given the potential limitations and biases in individual sources, it is crucial to cross-reference information from multiple sources and employ triangulation techniques. This due diligence helps validate the findings and ensures a more comprehensive and accurate understanding of the subject matter.

Test Research Findings With UXPin’s Interactive Prototypes

Secondary research is the first step. Design teams must test and validate ideas with end-users using prototypes. With UXPin’s built-in design libraries , designers can build fully functioning prototypes using patterns and components from leading design systems, including Material Design, iOS, Bootstrap, and Foundation.

UXPin’s prototypes allow usability participants and stakeholders to interact with user interfaces and features like they would the final product, giving design teams high-quality insights to iterate and improve efficiency with better results.

These four key features set UXPin apart from traditional image-based design tools :

• States : create multiple states for a single UI element and design complex interactive components like dropdown menus , tab menus , navigational drawers , and more .
• Variables : create personalized, dynamic prototype experiences by capturing data from user inputs and using it throughout the prototype–like a personalized welcome message or email confirmation.
• Expressions : Javascript-like functions to create complex components and advanced functionality–no code required!
• Conditional Interactions : create if-then and if-else conditions based on user interactions to create dynamic prototypes with multiple outcomes to replicate the final product experience accurately.

Gain valuable insights with fully functioning prototypes to validate UX research hypotheses and make better design decisions. Sign up for a free trial to build your first interactive prototype with UXPin.

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• What is desk research: Definition, tips & examples

Defne Çobanoğlu

Every research starts with thinking and then continues with reading. Lots of reading 🤓. It’s because you have to know what other scientists, marketers, and researchers have found on the subject so you can build on it. This is basically what desk research is. 

In this article, you will learn what secondary or desk research is and how to do it with some excellent tips and examples. Let us get started with the basic definition!

• What is desk research?

In layman’s terms, desk research is a type of research where you gather data while “ sitting at a desk .” It is another name for secondary research where the study itself is desk-based research and not experiment-based research. 

Broadly speaking, there are two types of main research types. One of them is primary research , where the researcher tries to gather data firsthand (directly from the data source). The other one is secondary research , where the researcher is going through secondary data from published books, case studies, and other quantitative research. In other words, secondary research basically equals desk research.

• Why do you need desk research?

No matter the objective of the study, desk research should always be the first step. Because previously done experimental research and explanatory research give a good starting point. If you can take advantage of the existing information, it is always constructive to see what was previously said. But that is not the only reason to use this research method. So here are the advantages of desk research:

✅Insightfulness

It would be foolish of you to just jump into the middle of research without doing any research beforehand. A researcher who collects data before going along with their plan will gather substantial information and continue with their plan with this obtained insightfulness.

✅Time efficiency

Conducting a full-on study from start to finish is quite time-consuming. However, secondary data is right there waiting to be inspected. Thanks to that, the data collection is very quick.

✅Availability

As mentioned above, the secondary data collection sources are available on many platforms. They can be found in libraries, databases, online sources, booklets, and many more.

✅Cost-effectiveness

In addition to the other advantages, doing desk research is very cheap, too. So long as you can access a library or have an internet connection, you can gather the appropriate data without a cost.

The benefits of desk research

• How to do desk research

The best approach to any research is a systematic one. That is why you should always have a plan or outline you will follow during your research. And we have gathered this step-by-step plan to guide you on your desk research. You can use it as is or build on these steps.

• Identify the topic: The first thing is to identify the research topic clearly to make sure you know what you want to know.. (You can change the topic as you explore the concept further.)
• Find research sources: Secondly, go on and identify the research sources.
• Collect data: Afterward, you can start collecting data from these sources. Go through every option to gather as much information as possible.
• Combine everything: Combine all that you gathered and compare it with the other information you collected. Make sure there are no contradictions.
• Make an informed analysis: The last step is to try to see if the findings answer the research topic well enough or not. If not, you can change the question or repeat the process. If you are satisfied with the findings you can decide if you want to continue with exploratory research methods to further your findings.

5 Steps to conduct a desk research

• Expert tips for desk research

Even the simplest task is best done by following a structured plan and organization. In addition to this, if you are planning to start your desk research, you should mind these smart tips to guide you in your way:

• Make sure the data you collect is not outdated .
• Take systematic notes while going through the sources so as not to get mixed up.
• Be critical and analytical and question your findings to make sure there are no contradictions.
• Do not limit yourself to just a few sources. It is better to make use of all options .
• Do not be biased. Stay open-minded . If you limit yourself to only a number of sources, your findings will be more than likely, insufficient. You should broaden your perspective by looking into various sides and frames.
• You can change course according to your findings. Do not feel limited to a frame. 
• You can combine and support your findings with some primary research techniques such as surveys, interviews, or observations.
• Applications of desk research

Now, we know how to do desk research, what to have in mind, and its advantages. But on what occasions can you use this type of research? Let us see some examples of desk research.

1. Doing market research on a subject

When you want information on the latest fashion trends and clothing preferences of teenagers, it is best to consult appropriate data. You can read through magazines, fashion articles, fashion brand reports, and so on. Worth the data you obtain, you can build your fashion brand or create an eye-catching ad.

2. When you have an academic approach

Let us say you are a scholar who specializes in second language acquisition in children in a bilingual household. You can check out available online academic sources such as Google Scholar, ResearchGate, Wiley Online Library, or Library Genesis. There, you can find previously done studies, articles, and statistics.  

3. Getting a general idea of a specific group of people

Let us say you will work with or around university students aged 18-28, and you want to know more about their behaviors and preferences to make informed decisions. You can use sources such as textbooks, news articles, reviews, journal entries, and previously done interviews and surveys. 

• Frequently asked questions about desk research

What are the common resources for desk research?

The sources for desk research are limitless. Because they are basically every study conducted on the research topic. As long as they are organized, tangible, and objective , there is no problem using them. Some appropriate resources for desk research are:

• Published books
• Case studies
• Directories
• Company financial data
• Government statistics
• Commercial publications

When is desk research not reliable?

You may go through the relevant sources all you want, but if you fail to make sure the data is accurate, this can disrupt your project. There are some instances where desk research is not reliable and usable. For example, you can not use information that is outdated, biased, insufficient, irrelevant, or inaccurate .

Desk research vs. Empirical research

Empirical research is based on observation as directly experienced by the researcher. And even though secondary research backs up the theory part, empirical data is a primary research method . In desk research, the researcher goes through existing sources; therefore, desk research is a secondary research method.

Desk research vs. Primary research

Desk research is also known as secondary research and it involves collecting data from secondary sources such as published documents. And, primary research involves collecting data directly from the original sources. For example, doing experiments, observations, or interviews. 

Desk research vs. Field research

Desk research, also known as secondary research, is when data collection is completed from secondary sources such as published documents or website sources. Field research, also known as primary research, is when data collection is directly from the source about a specific subject.

In desk research you collect pre-existing information while in field research you create new knowledge via exploration.

Desk research is an essential part of any study, no matter the concept. Thanks to desk research, the researcher collects all available data to draw their own conclusions or support their research theory.

It can be done using a number of source materials from books, reports, analyses, and entries. İt is a valuable part of the study. Desk research has its own advantages, and it can be perfected with some tips as well. What's more, you can use a smart tool such as a form and survey maker tool like forms.app to help you with all your research subjects!

Defne is a content writer at forms.app. She is also a translator specializing in literary translation. Defne loves reading, writing, and translating professionally and as a hobby. Her expertise lies in survey research, research methodologies, content writing, and translation.

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Desk research: the what, why and how

The “where” (at your desk) and the “when” (at the beginning of your project) are easy questions to answer. But what is it, why do you need to to do it, and how should you go about doing desk research to make sure it adds value to your project? —  David Travis , Jan 4, 2016

By David Travis Jan 4, 2016 / strategy

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What is desk research?

Desk research is another name for secondary research. Broadly speaking, there are two types of research activity: primary research (where you go out and discover stuff yourself); and secondary research (where you review what other people have done). Desk research is not about collecting data. Instead, your role as a user researcher carrying out desk research is to review previous research findings to gain a broad understanding of the field.

Why do desk research?

Before carrying out a field visit, developing a prototype, running a usability test, or embarking on any project that you want to be user centred, it makes sense to see what people have done in the past that relates to the product’s domain. Although it’s unlikely that anyone has carried out the exact research activity you’re planning, someone has almost certainly tried to answer related questions. Reviewing this research is the quickest and cheapest way to understand the domain.

Carrying out desk research is a critical first step, for at least three reasons:

• If you don’t know what has gone before, you won’t know when you’ve discovered something new.
• You’ll sound credible when you get face-to-face with users and stakeholders. If you’ve not done this “due diligence”, you’ll ask dumb or irrelevant questions and may find your participants cut your sessions short.
• Failing to do preparatory research is disrespectful of your participants’ time. You may get less than an hour with a user of your system. Do you really want to waste half that time understanding the domain issues that you could have covered elsewhere?

How do you approach desk research?

At this point, I’ve had many user researchers tell me that they’re working on a bleeding edge design project so there isn’t any desk research to do. There’s a common misconception that no research exists.

In my experience, there is almost always something you can build upon. Here’s an approach I take to go about finding it. It helps me stay focussed but also makes sure that I remember to check all the possible nooks and crannies where relevant research findings may be hiding.

A Venn diagram showing users, goals and environments. Where these three overlap is the sweet spot for user research.

The Venn diagram describes the context of use: your users, their goals and the environments where the action occurs. The best kind of research is where all three of these dimensions overlap: field visits that focus on your users trying to achieve their goals in context. This kind of research is so specific and relevant to your project that it may be hard to find, so don’t get discouraged if you can’t turn anything up in this area.

This set of Venn diagrams shows that research into the overlap between users and goals, environments and goals and users and envrionments can also yield useful insights.

But there is potentially useful research in the other areas of overlap on our Venn diagram. This falls into three broad areas:

• Research about your users and their goals, but that was not carried out in context. This kind of research will take the form of surveys, customer interviews and focus groups.
• Research that addresses the goals your system will support and the environment it will be used in, but doesn’t tell us much about users. Examples include call centre or web analytics.
• Research that uncovers information about your users in their environment, but that may not address the goals that your system will support. This will take the form of field research by teams who are designing a product for the same kinds of user but to meet different needs.

The most likely place you’ll find this kind of research is within your own organisation. But you need to be prepared to dig. This is because research findings, especially on agile projects, are often treated as throw-away by-products that apply to a specific project. The findings aren’t shared outside the design team but typically make a fleeting appearance on a research wall or end up buried in someone’s email inbox. Even when research findings are written down, and even when the report is archived somewhere, people typically don’t know how to go about finding it. Organisations are generally poor at creating a shared repository of knowledge and rarely teach staff how to use the intranet or where past reports might be located. The result of these obstacles is that companies waste time and money either doing research that already exists or asking the wrong research questions.

So within your organisation, you should:

• Talk to your stakeholders. Get to know the product owner and understand their goals, vision and concerns.
• Examine call centre analytics or web analytics (if there is an existing service).
• Talk to front line, customer facing people who currently interact with users.

In almost every project, you'll find some research that exists into users, goals and environments. This may not be directly relevant to your specific research questions but it will help you become knowledgeable about the domain.

Once you’ve covered the areas of overlap, your next step is to look for more generic information about your users, the environment in which they’ll use the system, and the kinds of goals your system will support.

• What research has been done with your users, even if it’s not directly relevant to their goals when using your system?
• What research has been done on the kind of goals your system will support, even if the research has been done with a different user group?
• What research exists on the kinds of environment where you expect your system to be used (environment means hardware, software and the physical and social environments in which your system will be used).

In this step, you’ll find it useful to:

• Review existing research done by Government organisations.'In the UK, the Office for National Statistics has a wealth of information about citizens that may be useful to understand your users, such as demographics about Internet users , consumer trends and facts about online retail sales in the UK
• Review research carried out by relevant charities. For example, if you’re developing a new kind of tool to help diabetics measure their sugar levels, you should bookmark the research done by Diabetes UK . Web sites like Charity Choice allow you to browse through and locate hundreds of different charitable organisations so you’re bound to find at least one that’s relevant.
• Search Google Scholar to find relevant research carried out by universities. Although you may struggle to appreciate the nuances of certain academic arguments, you could always use this route to find the researcher’s contact details and give them a call.
• If your system will be used in a work context, study interviews at careers web sites. For example, The Guardian's careers section has interviews with people working as tattoo artists , forensic scientists , and as a royal footman so the chances are that you'll be able to get some context for whatever job title your system is aimed at. You should also check the Guardian's " What I'm Really Thinking " series.

Judging the quality of the research you find

Judging the quality of research is a whole article in itself. Fortunately, Philip Hodgson’s guidelines for reviewing consumer research reports has it covered.

There’s just one thing I’d add to Philip’s guidelines. Beware of dismissing research just because it was done a few years ago. People new to research often make the mistake of viewing research reports like so many yogurts in a fridge where the sell-by dates have expired. Just because it was done a couple of years ago, don’t think it’s no longer relevant. The best research tends to focus on human behaviour, and that tends to change very slowly.

Interested in this topic?

Find out more on our 3-day, user experience immersion seminar .

About the author

Dr. David Travis ( @userfocus ) has been carrying out ethnographic field research and running product usability tests since 1989. He has published three books on user experience including Think Like a UX Researcher . If you like his articles, you might enjoy his free online user experience course .

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• Is Consumer Research Losing Its Focus?
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What Is Desk Research And How To Do It?

When it comes to pushing out a product to market, research and usability testing raises your chances of success. We have already covered a lot of different research and testing topics , but this time we wanted to focus on one of the easiest research methods – desk research. What is it and how you can do it?

What Is Desk Research?

There’s two types of research – primary and secondary. Primary research is when you actually go out and get first-hand data and gather information “in the wild”. Secondary research, which includes desk research, is when you look at secondary data or data that’s already available . So, instead of interviewing users or doing A/B testing (primary research) you just search for and sort through everything others published that is relevant to the issue at hand. The resources you find may vary greatly from simple articles, through industry reports to complex studies done by research institutes. All those things can be done from your desk or desktop (which is why some call desk research desktop research). That’s why this particular method of research is so popular.

Why Should You Do Desk Research?

There’s a common misconception that desk research will not be of any value to you, because the project is so cutting-edge and really innovative. And while that may be true, that doesn’t mean you should just rely on primary research. The data available online may not be 100% accurate but it doesn’t mean it’s not relevant to your project. You should search for any information that can be found about the specific market your business operates on. Doing this will save you time when planning your primary research and will help you ask your users more relevant questions. That’s the number one reason people do desk research – trying to find out information that somebody already researched and published is just a waste of time.

Besides that, desk research is completely free. Sitting at your desk, looking at market research, analyzing data and making conclusions is definitely cheaper than organizing primary research activities like focus groups or 1:1 interviews. It’s kind of like preparing for a job interview – you need to first get yourself familiar with the company you’re interviewing for, their market, process, competition etc. Otherwise you will seem unprofessional. To sum up, desk research is free, can be done right at your desk anytime and anywhere and will get you the information necessary to be more prepared for your other research activities.

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How to carry out desk research.

Because desk research is focused on searching for existing information, people tend to get lost in the available resources. If you just search for your question in Google you will get thousands and thousands of results. And you may find that quite overwhelming. Which sources should you trust? How to use available statistics? Which research is relevant to your specific business? How to sort through this information ? Your desk-based research should fall into one of these categories: users, their goals, their environment or an overlap of two or more of those. Here’s a Venn diagram we use to help us identify which pieces of information we found will be useful:

As you can see, the diagram has three circles which overlap. Each represents something that is a contact for how the users use your product. The spot where all three (users, goals and environments) overlap is the best kind of market research. And that’s because it contains information about who uses your product in a very specific context.

However, this kind of information is very hard to obtain, especially from secondary data. You will usually need to gather primary data from field visits to get such specific information. But that doesn’t make other data not relevant. You may not find market research that lies within all those categories. But there’s definitely some research published that will get you an overview of your users and their environments or the users and their goals. Just remember, desk research is not here to replace any research activities. It’s here to help you refine your studies.

Which Kinds Of Research To Look For?

Based on the diagram above, you can see that you can search for research that falls into three areas: users and goals, users and environments as well as environments and goals. When in doubt, you can always check the diagram to see which category does a specific research piece fall into. Here’s what to look for during your desk research:

• Research that covers your users and their goals but not in the context of their environment. This type of information can be found in the form of surveys, focus groups or customer interviews. All those will get you data about the target audience and their needs. But you will not get any information about how they might use the product in their natural environment.
• Research that provides information about what goals users want to achieve and their use environment but doesn’t cover the actual users themselves. This type of information may be published as a call centre analysis or a web analysis.
• Research that has information about the users in their environment but doesn’t contain any data on their goals. This can be found in the form of market research for the same target group but different functionalities.

Resource Types To Look For

These three types of data will help you find missing spots that you can fill in later with your field research. It may be hard to find articles and studies that cover those topics, so don’t forget to look inside your company. Chances are, there’s a lot of data from previous projects that can be used to aid your efforts. Another great resource are government websites and research institutes. They often publish a lot of different research papers, so finding the one most useful for you may take some time. But the quality of market research from those sources is top-notch! Also, when you search for data, opt for using Google Scholar. It’s a specific section of Google that you can use to find scientific, data-based research and academic papers. If you narrow your search it will be much easier to find relevant information.

If you’re looking for an experienced team to help you research your business idea – contact us and let’s set up a research plan together!

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Desk research.

Knowing what others have already discovered means you can contribute new, original thought to an existing knowledge base.

Reading time: 3 minutes

Start with what’s there

Where to start is one of the hardest questions to answer when researching a problem. Depending on the type of project, you’ll need to look into a variety of research types to learn what’s been done before. Understanding past research will help you to focus on where you can do new research, and how best to frame that research. 

This process is known as benchmarking. Essentially, it means doing traditional desk-based research to find out what others have discovered in the field you’re investigating. You should also look for research that supports, or does not support, items that you might already know, or think you know, about the subject.

This process both informs and gives direction to your work. If you know where others have been, you can build off of their work, and contribute to the overall knowledge in this topic through your original research.

Academic Research can help you uncover what people have already done in your topic area. Use search engines like Google Scholar or Academia.edu, and publications like the Harvard Business Review, the Stanford Social Innovation Review, and the MIT Technology Review to find projects related to your subject. Read the abstracts of articles that sound interesting, then check those papers’ bibliographies to find additional articles and works.

Statistical Research can help you properly frame your area of interest. For example, historical statistics will allow you to understand whether your problem frame should widen out or focus in. Always evaluate the source of your data to maintain data hygiene and fidelity. 

• Data hygiene refers to the quality of the data collection and interpretation. 
• Data fidelity refers to the precision with which the data has been recorded. If the data collection or interpretation is illogical or messy, move on and find better data on which to base your work.

Internal-to-Organization Research is helpful if your project relates to a program or set of programs already underway in your organization. Look at those programs to see what’s already being done. Talk to the program leaders, review their documents, and, if possible, observe them working in the field. This process will help you frame your approach to avoid duplication of work, and increase your contribution to work already in process.

External-to-Organization Research means seeking out and studying existing programs outside of your organization. Look across all sectors: private, non-profit, academic, or other government organizations. Learning what others are developing will help you frame your project in a way that builds on this work. As you notify others of your work, you will also contribute to the community of knowledge on your subject.

Organize your research

Always properly cite and document desk research sources. Follow the examples below; either print them, or take a screenshot and mark them up digitally.

Keep all your citations organized and together. Keeping track of research sources means you can quickly and easily find content that you would like to reference or cite in a final report or communication.

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What is Desk Research? Why it is Important for Business?: Cognitive Market Research

What is desk research why it is important for business.

The term "desk research" is so straightforward that it almost seems untrue. What that statement fails to inform you, though, is how you may utilize this strategy in order to have your work flourish, exceeding the highest possible standard if you have a few basic principles on your table.

There are two forms of research. The first is primary research, often known as field research, which involves conducting interviews, surveying, and gathering raw data. Second is secondary research, which is data gathered from primary sources. Desk research, a different name for secondary research, is crucial for the majority of small enterprises and start-ups. 

Without having to generate the data in the initial stages, desk research allows businesses to take advantage of the concrete data of primary research. What's more, you may discover the precise details you require in order to uncover the information that applies to you as well as your collaborators. 

Without performing the required research in the initial stages virtually nothing can start. Secondary research is an efficient approach for learning more, checking which topics the previous research has examined, making sure you are well-versed in your industry, and predict the demands of your customers.

How to perform desk research?

You require an unbiased viewpoint and an extremely thorough comprehension of what you are trying to find before you start your study. Unbiased research must always be done. Any initiative launched without a thorough awareness of the external marketing circumstances severely reduces the probability of success without maintaining a goal-oriented attitude. You must be rigorous in what you make use of and how because this research was not performed by considering your company.

Organizing your research is an excellent concept, and your first priority should be to start with the keywords and search terms from your subject matter statement, research question, or theoretical foundation. These can help you discover appropriate studies from dependable sources, depending whenever possible on information from acknowledged research organizations.

To benefit from having trustworthy data acquired by reliable researchers to assist you eliminate typical blunders or spinning the wheel, make sure you employ the most applicable web searches, industry publications, and online forums.

How desk research can affect the results of your project?

A minimum of three important factors make desk research essential. 

Firstly, it provides you with the underlying knowledge you need to avoid wasting time, effort, and resources. Additionally, you might discover previously unpublished work that you can exploit.

Additionally, stakeholders and users will have the ability to identify whether you have conducted your research and the times you haven't.

Last but not least, not planning shows disregard for other people's time. Users' time should not be wasted on issues that may have been avoided with a little advance planning.

Here are some of the ways desk research might positively affect your work, keeping the above in consideration.

Enhancing External Marketing Conditions Analysis

While certain projects need custom research, the majority of secondary research marketing is done using solid regular public statistics. Additionally, a lot of businesses make their operational information and numbers available to the public and release the results in industry reports. 

Desk research can disclose shifting customer preferences, trends, and queries along with providing an understanding of the laws and conditions governing a certain business.

Collecting Data on Consumers

Recognizing your consumers is equally crucial for success as being well familiar with your project. 

Desk research techniques can help you identify your intended audience, the types of people that frequently purchase your goods, and the best ways to market to them to keep your current clients and draw in potential customers.

Choosing Innovative Ideas for Primary Market Research

Finding inadequacies in current understanding is one of desk-based market research's major benefits. These deficiencies are noted and evaluated, and it is determined what primary research is required. 

Despite the differences between desk and field research, this interaction among them may represent one of the most beneficial methods to decide on a strategy, discover areas for future study, and help collect and analyze consumer information. 

Locating New Markets

Secondary research is an ideal method to recognize a great chance for development in the underserved, undeveloped, or even unexplored regions or demographics

You can find the regions that will propel your project to an entirely different level of achievement by conducting desk research to look for particular data and utilizing accurate search terms.

Overcoming Obstacles

Any difficulty can be overcome if you have the skills to do it. Prior to taking more drastic measures, desk-level issues like a drop-in sale, intense competition, disturbed supplies, and sales may all be resolved.

Desk research may assist you spot patterns and statistical evidence that will offer you a more comprehensive understanding of the problem at its core and point you in the direction of the most effective solution.

Desk-based research techniques can offer your project the competitive edge that it requires to perform beyond expectations. They have various benefits for companies of all sizes. The advantages of its decreased expenses and time requirements, as well as the convenience with which researchers have access to many different kinds of information, clearly show their popularity. 

It is not always simple because less experienced researchers frequently assert that there is not enough data available for innovative studies. However, with the smart use of search strategies, data may be gathered that will continue to keep you on the brink with your project.

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Desk Research - Methodology and Techniques

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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• Market Research and CRM
• Market Research Process
• Field Research
• Data Analysis and Compilation

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• > How to Do Research
• > Analysing desk research

Book contents

• Frontmatter
• Acknowledgements
• Introduction: Types of research
• Part 1 The research process
• Part 2 Methods
• 9 Introducing research methods
• 10 Desk research
• 11 Analysing desk research
• 12 Collecting quantitative data
• 13 Analysing quantitative data
• 14 Collecting qualitative data
• 15 Analysing qualitative data
• 16 Sources of further reading
• Appendix The market for information professionals: A proposal from the Policy Studies Institute

11 - Analysing desk research

from Part 2 - Methods

Published online by Cambridge University Press:  09 June 2018

Desk research can call for quantitative or qualitative approaches to analysis. Clearly, if you are embarking on the secondary analysis of data, then you will need to follow the same kind of approach that you would if you had collected the data yourself.

If, on the other hand, you are analysing the results of a literature or internet search or you are conducting a review of research, you will need to adopt approaches that draw heavily on qualitative research.

Common principles

There are, however, some principles that are common to the analysis of all desk research.

Authority and reliability

You need to begin by questioning the authority and reliability of the material you are working with. If you have collected the data yourself you will have a reasonable idea of the amount of trust you can place in it. If someone else has compiled the data then you need to look fairly carefully at how they did it.

You need to look at sample sizes and the basis for drawing the samples. You should, if you can, look at the data collection tools used – the questionnaires, interview schedules and so on. You should give some thought to the people who conducted the research – how much experience do they have, are they known to you, would you trust them? Clearly, data produced from one of the regular government social surveys will have a different standing from that produced as part of an independent study carried out by an unknown research team.

If you are dealing with published material, what authority does the publisher bring to the party? What steps will they have taken to ensure that the research is worth publishing? Similar questions could be applied to the research sponsor.

Be clear about what you are looking for

A structured approach to the material you have to work with is much more likely to bear fruit. Work out in advance what it is that you are interested in. At first you may only have a broad idea derived from your project aim and objectives. As you work through the material, develop a more refined set of issues and questions that you want to explore. At any stage in the process you should be able to state quite clearly what it is that you are looking for in your material.

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• Analysing desk research
• Book: How to Do Research
• Online publication: 09 June 2018
• Chapter DOI: https://doi.org/10.29085/9781856049825.012

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How to Do Desk Research in 5 Simple Steps

Before you launch a product, you should get answers to several questions. The first and, we believe, most important one is to define the overall market situation and take a closer look at the potential customer. Mastering how to do desk research is a suitable, cost-effective way to get information for making data-driven decisions.

In this article, we’re going to highlight some essential tools for conducting desk research and defining user groups.

What is desk research?

Desk research (also called secondary research) is a research method that involves using existing data. This technique will allow you to get the first idea of your market and users “from your desk.”

Secondary research includes already published materials in reports, articles, or similar documents. We also recommend using software tools that can help you become more familiar with your users (you can find some of them below).

This method is much more cost-efficient than primary research and requests less time for conducting it. Still, a lot of analysis work should be done, and the result is really helpful. The best way is to mix qualitative user research and desk research. It’ll help you fit into your timelines and budgets.

Primary vs. secondary research

Since we’ve just mentioned primary research, let’s see what it is and how it differs from secondary desk research.

Primary research refers to the process of gathering firsthand data directly from the source, be it customers or prospects. This approach takes more time and effort than desk research, but you get the latest and most detailed information.

The most common primary research methods include the following:

• interviews;
• questionnaires;
• competitor reviews;
• focus groups;
• market mapping.

Secondary research , or desk research, involves analyzing existing data and information collected by someone else or for another project or research purpose. It’s often the starting point for market research, providing foundational knowledge from pre-existing data. This method is quicker and easier than primary research, but the information you get might be older or less specific.

The desk research methods include gathering data from the following sources:

• government databases;
• academic journals;
• social media.

While both research methodologies are helpful, you may be wondering when to use each. 

Go for primary research when you:

• need up-to-date information not readily available;
• study specific questions or problems not addressed in existing research;
• require in-depth info directly from your target audience;
• aim to test new ideas.

Desk research often paves the way for primary research. Chose this approach when you:

• need a basic overview of a topic or industry;
• want to get a background knowledge and context;
• aim to study existing trends and statistics;
• want to compare different perspectives on the same topic;
• seek to save time and resources.

Need help with desk research ?

Pros and cons of desk research

Desk research is a valuable tool for any researcher. But, like any tool, it has its strengths and weaknesses. 

Pros of desk research

Using desk research methods is highly beneficial. Here are just several reasons for that:

• Budget-friendly. Compared to primary research, desk research is more cost-efficient. You’re using existing information at low to no cost instead of generating it yourself.
• Fast. Desk research lets you access data and reports instantly, offering quick insights without lengthy data collection.
• Scalable. Desk research allows you to cover vast amounts of data.
• Readily available data. Data for desk research is readily available online, and you can access it anytime.
• Insightful. With careful searching, you can find helpful reports, studies, and expert opinions that provide valuable perspectives on your topic.

Cons of desk research

Despite the advantages, desk research comes with its cons. Here’s what to prepare for:

• Outdated data. Data for desk research can quickly become outdated, so verifying its relevance is a must.
• Limited control. You’re relying on someone else’s data, meaning you can’t control its methodology or accuracy.
• Minimal exclusivity. Desk research findings are readily available to others, therefore they’re not exclusive to your unique project.
• Verification complexities. Verifying data sources and interpreting information can be time-consuming.

Types of internal and external data sources

Desk research is a way to gather insights literally without leaving your desk. But where do you find the necessary info? Let’s look at the secondary data sources available to you:

Internal data sources

Your company is already a goldmine of information. So before jumping into other types of desk research, consider digging into internal resources:

• Historical campaigns and sales. Review past campaigns, website traffic insights, sales conversions, and other relevant data.
• Product analytics. Dive into product analytics to learn more about different customer segments , user behavior, engagement patterns, performance metrics, and user flows.
• Internal research. Use existing internal research reports and studies (if any) and get insights from them.

External data sources

Besides studying your company information, there are plenty of external resources to explore. Look into the following examples of secondary data:

• Internet. Access any type of resources through the web.
• Commercial resources. Industry reports or market research studies by third-party firms can offer data specific to your topic.
• Trade associations. Use reports and resources from trade associations, for example, the Directory of Associations , the National Trade and Professional Associations Directory , or the Encyclopedia of Associations .
• Industry experts. Connect with industry thought leaders and analysts.
• Research associations. Access independent research papers and industry publications.
• Media. Monitor news, press releases, magazine articles, and TV and radio content to get information on your topic.
• Market research software. Leverage specialized software platforms that offer advanced analytics, reports, or access to industry data.
• Government data. Use statistics and reports from government agencies like the US Census Bureau , US Government Publishing Office , US Small Business Administration , and so on.
• Local government data. Get market data, demographic info, and employment trends through local gov websites.
• Public libraries. Access library databases through the Digital Public Library of America or the National Archives in the UK.
• Competitors. Study competitor websites, press releases, mailing lists, online reviews, and social media activity.
• Educational resources. Analyze academic research papers and journals relevant to your topic.

Examples of desk research

Let’s now explore some examples of design projects leveraging desk research:

Analyzing dreams with Sleepify

The creator of the Sleepify project sought a user-centric design for an app tracking dreams and well-being. They leveraged external desk research and competitor analysis to:

• study sleep’s impact on a person’s well-being through UCE Research and ePsychologi.pl platforms;
• discover the strengths and weaknesses of competitor apps.

The secondary research findings, along with quantitative research, were used for creating a high-fidelity prototype, ready for user testing and validation.

Keeping users fit with MYFIT

MYFIT project suggests creating a fitness app packed with workout routines, aimed to boost user engagement and retention. It is expected to be a clean, stylish, and modern fitness app designed to keep users active and motivated. The designer proposes to tackle this challenge by:

• researching user behavior and frustrations with existing apps using various methods;
• exploring why users abandon fitness apps;
• creating optimal user journeys.

Reaching personalized sales with AI

Designers aimed to explore the potential of using AI for personalized sales in the gaming industry. Their desk research targeted:

• The global market size of generative AI in business, its usage in gaming, and sales marketing.
• Industry gap. While personalization thrives in eCommerce, the gaming industry lags behind.

The insight the designers derived is that a personalized AI tool based on in-game actions, purchase history, demographics, and player data could revolutionize game sales.

Five steps to conduct desk research

As already mentioned, the reason to conduct research is to become more familiar with your users and potential customers. Your focus should be on collecting notable data and analyzing it. Here’s how to do this in five steps:

1. Determine your research topic and goal

Before even starting your research, ask yourself what you want to study and why. Outline the questions you aim to answer or the information you’re looking for. Is it to understand industry trends or handle customer journey mapping ? The more specific your question, the easier it will be to steer your research in the right direction.

2. Choose relevant secondary data sources

Go through internal and external resources relevant to your topic, making sure they are credible and objective. Make a list of resources suitable for your research topic and goals.

3. Explore existing data

Go down your resource list and find relevant data. Here’s what you can study:

Most likely, you should start with the existing text available in the public domain. What to look for? Everything! You can go through government or private companies’ reports, the original material on which these reports are based, conference proceedings, primary periodicals, official publications, and articles in newspapers and journals. 

This method of data collection is the most inexpensive and nontime-consuming way.

Document analysis is an important part of business analysis . This process includes the examination of existing documents and recordings. In some way, you are using the research that has already been completed.

The objective of this process is to track changes over the whole period. You can analyze logs, email logs, databases, web analytics, minutes of meetings, staff reports, and information logs. These are only a few examples of the sources for this type of research.

For instance, before redesigning the existing product, you have to understand the reason for the low level of purchases or numerous complaints in support. Documents and records help track the interaction between employees and customers or between your current website and customers. This is the way to make correct conclusions.

Knowing your competitors helps analyze the existing solutions and define the current problems they cover. Obviously, to share the entire experience and provide an ultimate guide for conducting competitive research, we have to write a whole new article. Here are some points to pay attention to:

• determine the products your competitors offer;
• pay attention to their sales tactics and results;
• analyze how they market their products;
• take note of their content strategies;
• look at competitors’ social media presence, strategies, and go-to platforms;
• make a SWOT analysis to learn their strengths, weaknesses, opportunities, and threats.

There are a lot of tools that may help. We’d like to share some of those that we use while conducting desk research:

• Crunchbase is a live company database, which updates constantly. This tool helps you identify upcoming marketing tendencies. For example, you can find how many companies in a specific industry are raising.
• Capterra is an intermediary between buyers and technology vendors within the software industry. Here, you can find the most comprehensive lists of products per industry, reviews, ratings, and infographics, and easily compare needed competitors.
• Serpstat is one of the top-rated SEO tools and definitely will help you outline competitor analysis just by entering your domain.
• Semrush analyzes the data for you and gives you instant recommendations on SEO, content marketing, and advertising that help you improve your online visibility in days.

4. Organize and compare your data

Gathering data is just the beginning. Now, you should organize and make sense of it. Consider using mind maps or spreadsheets to structure your data. Remove any duplications as well.

5. Analyze your data

Now that you have your data in a digestible format, analyze it for helpful insights. Check if the gathered data answers the questions you aimed to study. If not, go back to step two and find other sources of information.

Useful resources for defining your user groups

As soon as you finalize your desk research, you will most likely be able to group your users. So now it’s time to take a deeper look at them. Here are some free tools you can use to identify your user personas.

Google Analytics

If you already have launched your website, don’t forget to insert the Google Analytics tracking code. It will help you get more information about your clients. Now we’ll share which reports we suggest using:

This report shows the key age group and gender of your website visitors. To kick off the demographic report, follow the flow: Audience tab at the left menu > Demographics > Overview.

Learn more about the preferred interests of your users. As you have already opened an Age or Gender report, you can add a secondary dimension. Select ‘Affinity Category’ at the dropdown. You will see all the segments your visitors are interested in. It is helpful to identify your ideal online customers at scale.

One more good analytics tool to identify the users who are actively researching and comparing items across the Google Display Network (YouTube, paid search results via AdWords, display ads via AdSense, etc.)

This report will provide you with an overview of all the languages your users have set in their browsers and the locations where they may live. It will be useful in understanding cultural differences and will decrease effort for your marketing campaigns.

If you’re going to create a mobile app, think about which devices your guests are most likely to use to access your website. Go to Audience > Benchmarking > Devices. After that, dive deeper into Mobile Devices’ info. You will see exactly which brand of mobile devices they are using. Go to Audience > Mobile > Devices.

So, we’ve just outlined some useful data to understand your users better. Now, let’s move forward to other sources.

Facebook Insights

As almost everyone over the Internet is a social media user, it is good to use the data it represents. It will help you create more target posts and campaigns that cover your customer needs.

If you already have a customer list or just a list of users with phones or email addresses, you can use it to gain extra information about these people.

You need a list in the .csv file. In the Facebook Ads Manager, you can create a custom audience. Then Facebook Audience Insights will finish uploading the list, and you will receive a ‘Ready’ notification. At this point, you can analyze your audience.

Initially, you need to open an Audience Insights tool. You can choose an Audience you want to analyze. This tool can give you access to such data:

• age, gender, and relationship status;
• lifestyle preferences, demographics, and interests;
• education level and job title;
• Facebook pages that are likely relevant to your audience;
• top cities, countries, and languages;
• frequency of certain activities;
• device usage;
• household size and estimated household income;
• homeownership status and house market value;
• spending methods, purchase behavior, and estimated retail and online retail spending habits.

Even if you don’t have a customer list yet, you can use generic insights connected to your Business Page. You can also use software tools that provide you with potential customer emails. Take a look at these tools:

• Snov.io helps find more convertible leads, verify contacts, track your lead’s progress, and automate cold outreach.
• Hunter is a cloud-based email search solution that helps businesses find emails on company websites, verify domains, compose follow-ups, and more.

Try to pull out the most useful insights about your potential users, finalize all the gathered information, and be sure your team is aware of the user groups you are trying to reach.  

LinkedIn is one more powerful resource for collecting data. A good LinkedIn profile is a pretty ready proto persona. You can discover the user’s location, career path and goals, achievements, and daily work responsibilities. It is especially useful for B2B marketing. By the way, if you are in this segment, you can also use tools like Leadfeeder to understand which companies are visiting your website.

Now, we will break out four components that could be revealed from LinkedIn: business attributes, pain points, hangouts, and values.

They give you a deeper view of the demographics of your business page followers and visitors. What can you gather here? You can see location, job function, seniority, industry, company size. There is also data about similar companies and the comparison in analytics. It’s a great specific tool to reinforce Google Analytics.

Pay attention to the sections ‘Summary,’ ‘Skills & Endorsements,’ ‘Activity,’ and ‘Interests.’ 

In ‘Summary,’ we can get an overview of the person’s work trajectory, education, and main skills. From the ‘Skills & Endorsements’ section, we can receive data about a person’s strengths and people who endorsed their skills (who can also be useful in the research). The ‘Activity’ section is a great way to observe what the person is talking about, what they like, and comment. ‘Interests’ shows a list of the following companies and people, so it is possible to examine what engages the person.

Company Page includes information about the history, size, and career opportunities. Such pages also may have stories about employees and their quotes. The company’s job descriptions show the professional attributes required of a candidate.

After gathering all this data, you can create a direct message to increase the chances that relevant people will view it. How to do it? Open your Company Page > Click on ‘Create Post’ > Manage Post Audience: from Anyone to Targeted audience. Add some specific details about your audience.

Use LinkedIn Advanced Search to earn data about market size and the number of required companies or people. By working on the filters, you can find more insights about locations, education, seniority levels, etc.

Last thoughts

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What is the desk research method?

Secondary desk research is a research method that involves collecting and analyzing information from existing sources like reports, articles, and websites. This approach is particularly valuable in the early stages of prototyping , as it helps to gather essential insights with a streamlined resource investment.

How to do UX desk research?

To do UX desk research, follow these steps:

1.Define your goals and research questions,

2.Choose secondary data sources like usability studies or industry reports,

3.Go through the data relevant to your research,

4.Structure and compare the gathered data,

5.Analyze the data to make necessary UX improvements.

What are examples of desk research?

What are the two types of desk research techniques?

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• Home > Publications > Desk Research: How To Get Information For Next To Nothing

Desk Research: How To Get Information For Next To Nothing

There is no point reinventing a wheel and there are many metaphorical wheels available to the market researcher. The expert desk researcher can quickly and inexpensively dig out data from a wide variety of sources to answer many of the questions that have already been asked.

Why Reinvent The Wheel?

So, why do we spend so much on primary research? The reason, very often, is because we don’t know how to locate the information. Or it may be information that is not in quite the shape we require and it escapes our notice that with a little bit of reworking, it could be very useful. It could be dated and we need something more current. Sometimes, desk research seems too easy. A big decision surely needs a lot of money spending on it and merits an original piece of research? It is not so. Information that is in the public domain has at least been subjected to the test of public scrutiny. This is not to say that it will definitely be correct, but it could have been challenged and that may in itself help the researcher judge its accuracy.

I once ran a training course which in the first instance was called simply “desk research”. There were very few takers. It seems such a boring subject. When the course was renamed, “how to get information for next to nothing” it became over-subscribed and has been run many times. Desk research is information that costs next to nothing. It sits underneath our noses. It can easily be carried out by the do-it-yourself researcher. Moreover, for the ‘do your own’ researcher, it is a very practical tool – in most cases he or she is not at any disadvantage compared to the resources of a professional agency. A couple of days of research have a very big yield and the benefits of spending much more time searching quickly diminish.

Desk research is a term that is used loosely and it generally refers to the collection of secondary data or that which has already been collected. To most people it suggests published reports and statistics and these are certainly important sources. In the context of this chapter the term is widened to include all sources of information that do not involve a field survey and, in addition to the more traditional sources, this could include speaking to someone at a trade association or carrying out an interview with an expert.

Until the advent of the Internet and on-line databases, access to libraries was the only important resource needed to carry out desk research. Despite the marvels of the information highway, some data are easier to access from hard copy and off the library shelves. The researcher should acquaint him or herself with the nearest commercial library.

All major cities have at least one good municipal or university library and few researchers will be more than an hour’s travel from such a resource. From time to time the reference books in the main body of the library will be useful but for the most part, it is the commercial section which is of greatest interest.

There are also some important national libraries open to a desk researcher including a range of services from the British Library([1]) and two important government resources: the Central Statistical Office ([2]) and the DTI Export Marketing Information Centre ([3]), a major source of international market research. There are also very many specialist libraries run by industry bodies and others; these can best be located through ASLIB ([4]).

Sources Of Sources – The High Level View

Before exploring some of the popular sources of information to market researchers, it is worth pointing out that there are some useful “sources of sources”. These range from inexpensive books such as How to Find Information – Business : A Guide to Searching in Published Sources (How to Find Series) by Nigel Spencer (available from amazon.com) through to the much more expensive Croner’s A-Z of Business Information Sources or Croner’s European Business Information Sources (www.croner.cch.co.uk) ([5]). Croner’s A-Z lists some of the best Web sources and the European guide provides a starting point for gathering information from European countries. Both are also available on CD-ROM.

There are also other general guides which can be used to track down sources of data including those covering published research, the press, directories and statistics; examples of all of these have been mentioned above. For international markets there are comparable ‘sources of sources’ including European Directory of Marketing Information Sources ([6]) and Directory of International Sources of Business Information ([7]). Some or all of these ‘sources of sources’ will be found in a good library together with other indexes, eg Research Index which lists articles published in the press. The library’s own cataloguing and indexing systems also provide a means of systematically searching out data. With experience, sources likely to be relevant to a particular field will become familiar and provide short cuts, although a full search technique is also recommended.

Encyclopedias are useful storehouses of information for the market researcher, either to check out a technical issue or to obtain a closer definition of the subject and its associated terminology. Encyclopedia Britannica (www.britannica.com) has become universally accessible (including recently launched mobile and tablet applications) for browsing alphabetically, by subject, or for a quick word search.

The United States has led the field in the collection and dissemination of business information for many years. The Central Intelligence Agency use their expertise on our behalf to bring together basic intelligence which began as the National Intelligence Survey and is now an online Factbook that can be very easily examined country by country (www.cia.gov/cia/publications/factbook/). The whole database can be downloaded, though this requires either considerable patience or a broad bandwidth connection. Virtually every country in the world is covered. The Factfile gives geographical statistics of countries, the demographic breakdown of their population, economic overviews (in some detail), transportation, government, and maps galore.

Industry Experts

Another means of locating data sources is through direct contact with organisations and individuals who have knowledge of a particular field. Trade associations and the publishers of information are examples. This sort of approach strays outside desk research in the strictest sense. However, a two-way traffic between sources (which identify potential contacts) and expert interviewing (to identify sources) is a means of getting the most value at little extra cost (possibly at a saving if sources are identified more efficiently).

You could also try FIND/SVP ([8]) which has a Quick Consulting and Research Service that aims to answer questions on markets through a fixed-fee retainer system and deliver the results by phone, fax and e-mail at a quite modest cost.

The Internet

The Internet has revolutionised the way in which people search for information; its constant evolution means that real-time as well as archived data are now readily and publicly available.

For market researchers, the Internet has two important sources of information:

• 1. Websites which companies, organisations and individuals have created to promote or communicate their products, services or views;
• 2. Online communities such as blogs, forums and social media, consisting of people who have an interest in a particular subject.

Given the tens of billions of web pages that are publicly available on the Internet, the problem is not the volume of information as much as finding the tiny bit that you need in this enormous ocean. Fortunately for researchers, search engine intelligence has advanced exponentially over the last five years, saving time and (for the most part) leading users towards the necessary information source(s).

In this massive sea of information it may be difficult to find what we require because:

• We are using the wrong search strategy – a different word or arrangement of words may yield more precise hits
• We are using the wrong word – the use of the British spelling of tyres would miss out on web references to the American spelling of tires.
• The information we are looking for may not be available in precisely that form. A search for the volumes of tyres bought as original equipment by Ford may come to naught, but it would be easy to derive the figure by finding out the number of Ford cars produced per year and multiplying by five (one per wheel plus the spare).

A search strategy with a suitable arrangement of words may well hit the bull’s eye and locate the information that is being sought. When typing in the search string, it may be helpful to use double quotations to enclose the phrase so that “world health organisation” will only deliver references to those three words in that combination. Though the vast majority of search engines are now intuitive enough to recognise well-known phrases, companies, organisations and other common search strings, use of the quotation marks references is particularly useful when looking for a report or product name. Restricting the search to certain file formats can help when looking for reports. For example, entering filetype:pdf before the search term will produce a search result limited to PDF files.

Thinking laterally is certainly the first principle of desk research using the Internet. Common terms will usually lead to thousands of hits but irrelevant results. Where possible, use a phrase (in quotation marks) or proper name to narrow the search and therefore retrieve a smaller number of more relevant results. If too many results are generated, it is easy to refine the word string.

More often the search will start a trail that follows the links between related sites. The searcher must learn to surf from one site to another, book-marking those that are useful for downloading or copying into a work file. Here it is worth emphasising that a crucial rule of desk research is always to note the reference of the data. Referenced data allows the credibility to be judged and it facilitates re-examination.

Online Databases And Market Data

In comparison to the freely available information on the Internet, searching online report databases is more costly and typically could cost between £5,000 to £10,000 per year to a serious user. This is because the databases house collections of valuable reports, which, even though available on a page-by-page basis, still have a hefty price tag.

The major benefit of any sort of online database is the speed of locating material using key word searching to match what is available to what is sought. This is particularly of benefit in searching press files (manually looking through the last few months’ issues of even one paper is a daunting task).

There are an increasing number of web sites that offer archive material to researchers without having to sign up though there usually is a fee for the report or part of it. The table of contents is available free and there are many synopses of reports, which may be sufficient for those requiring just an overview. The charges made for bought-in reports and similar sources range from the nominal to levels comparable to commissioning ad hoc research. Most fall within the £500 to £5,000 bracket.

A good source of market research data, offering full or part reports is www.marketresearch.com which allows access to a collection of over 300,000 publications from over 700 research firms.

One of the best general databases of commercial and financial news is ft.com – the Financial Times’ web site.

Company Data

Researchers need company data for competitor benchmarking, sourcing suppliers or building profiles of customers and potential customers. As recently as ten years ago, company literature was a mainstay of such searches. Such literature was prepared for the public domain and sent readily on request. Today company web sites are brimming with useful information. They contain product and service information, data sheets, company histories, press releases, and often financial background. The information is nearly always more extensive and current than printed brochures and it is available in an instant.

Financial data on companies is available in the UK from Companies House (www.companieshouse.gov.uk) ([9]). Companies House’s WebSales offers the searchable Company Names and Address Index free of charge which enables the searcher to look up information on more than 2.5 million companies. Smaller companies file only limited information and this can reduce the value of company accounts in niche markets. Searching for a company can be carried out using its name or its unique company registration number.

Details that can be obtained free from Companies House online include:

• The registered office address of the company
• Dates for the last accounts and annual returns
• Date of incorporation
• Country of origin (original country of registration)
• Status e.g. live, dissolved, etc.
• Insolvency details
• Previous names
• Company Type
• Nature of business
• Branch details
• Overseas company information

In addition to the free basic company details, certain company documents and reports can be purchased for very modest sums by credit card and delivered electronically. These include scanned image documents of the latest company accounts, annual returns, current appointments and outstanding mortgages.

Another source of company and financial data is Hoovers, a subsidiary of Dun & Bradstreet (www.hoovers.com), which offers information on over 65 million corporations worldwide.

The US Securities & Exchange Commission (SEC) requires all US public companies (except foreign companies and companies with less than $10 million in assets and 500 shareholders) to file registration statements, periodic reports, and other forms electronically, and anyone can access and download this information for free from its web site (www.sec.gov).

Government Statistics

In most projects, the desk researcher will seek ‘hard’ statistical data and sooner or later this will point towards a government source. These cover most areas of business and social life.

In the UK, The National Statistics website (www.statistics.gov.uk) contains a vast range of official UK statistics and information about statistics, which can be accessed and downloaded free. The site allows searching by themes such as agriculture/fishing/forestry, commerce, energy, industry, education, crime and justice, the labour market, the population, etc.

The Annual Abstract Of Statistics ([10]) is an easy way into the major series of statistics and is available in hard copy from Her Majesty’s Stationery Office – HMSO. There is also a free catalogue of the main publications from the same government bookshop, which is well worth picking up. However, the bible is the Guide to Official Statistics ([11]), a substantial volume that is regularly revised.

One of the cornerstones of the government’s statistical service and a massive source of data for market researchers (see Market Research Society, 1993) is the decennial Census of Population (the most recent one was carried out in 2011. Marketeers use census output for segmentation by demographics and survey planning (e.g. setting quota samples). The census is also the basis of geodemographic analysis systems.

The UK government is not, of course, unique in providing a statistical service. Governments of most developed countries provide as good or better data covering their own territories – the USA for example is very well documented. A visit to US Department Of Commerce site on www.doc.com offers a treasure trove of information from industry sector statistics to economic analysis to demographic data, and research publications. There is a good search engine to help navigate through this very large site.

There are also international bodies collecting and publishing statistics. For the EU the office responsible is Eurostat ([12]). Two other major publishers are the UN ([13]) and the OECD ([14]).

Trade And Industry Bodies

Every trade, no matter how obscure, nearly always has some collective body to represent its interests (and also usually spawns several trade publications – see below). To meet members’ needs, and for PR purposes, most of these bodies publish or can make available (sometimes to members only) considerable information about their industry. The organisation and sophistication of these bodies and the volume of the information offered varies enormously. Some do no more than publish an annual report, whilst others are the recognised source of detailed industry statistics (e.g. the SMMT ([15]) for the motor vehicle industry). There are various directories of these organisations (e.g. Directory of British Associations ([16])) and a researcher should not only seek out publications of relevant bodies but also contact them directly; information, which is not published, may be obtained in this way.

Market Research Reports

A number of specialist market research companies speculatively carry out studies, which are then sold as publications – albeit relatively expensive, measured against the price we are used to paying for more conventional reference books. However, compared to privately commissioned studies these are incredibly good value. Often referred to as multi-client reports, these publications cover every subject imaginable from A to Z. There are over 30,000 multi-client reports available and they can be located through several sources. Marketsearch ([17]) lists 20,000 published reports from 700 firms. The database can be searched in hard copy or from the company’s web site (www.marketsearch-dir.com). Another directory of published market research is Findex ([18]) from Euromonitor. This directory, also known as The Worldwide Directory of Market Research, Reports, Studies and Surveys provides details on 9,000 market reports.

The general, business and trade press are key sources for the desk researcher. As well as ‘news’, these sources include much background material, including special supplements on industries and markets. The general press includes the quality dailies and Sundays – The Times, Independent, Guardian, Telegraph, etc – and periodicals such as The Economist. Of the business press, The Financial Times ([19]) is a major reference source in its own right.

There are several press indexes (e.g. Research Index ([20])), but searching the general press is now better done on-line. Research Index has indexes of over 300 UK newspapers, trade journals and “popular” business periodicals. The two sections are arranged by company and industry. It is published every 2 weeks, so it is easy to find current information. Each entry gives the title/headline of the article, newspaper or periodical title and date, and page number. The industry section is cumulated quarterly. There is also a Web version of Research Index which covers the most recent 14 months (www.researchindex.co.uk).

In industrial markets the trade press is a very important source of market research information. Every industry and trade has regular journals which can be identified in publications such as BRAD ([21]) and Pims ([22]).

Directories

Directories are the staple diet of market researchers. They provide details of companies that either supply or consume goods and they are the usual source for preparing sample frames (list of companies or people to be interviewed). The directories may also provide a profile of a company, detailing its size by giving the number of employees, or whether it is an agent or producer.

One of the most comprehensive general directories is Yellow Pages (www.yell.co.uk) since every company in the UK with a telephone number is given a free entry. These directories form the most comprehensive listing of small and medium enterprises (SMEs). Within the Yell Group, The Business Database supplies data on around 1.5 million UK businesses sourced from the free-line entries in the Yellow Pages printed directories. From its web site it is possible to run counts and download lists for sample frames.

Every country has its Yellow Pages on the Internet (www.gelbe-seiten.de, www.goudengids.nl, www.paginegialle.it, www.paginas-amarillas.es) from where it is possible to locate companies in the detailed product groupings used by the directory. For relatively modest sums, researchers can order lists of companies’ addresses and telephone numbers (in hard or soft copy) filtered by Standard Industrial Classification or NACE code, company size (number of employees) and geographical region.

Other general directories, which comprise larger companies than those in Yellow Pages, include Kompass ([23]) and Dun & Bradstreet’s Key British Enterprises ([24]). These sources can be found in almost any library, as well as being available online.

In addition to these general sources, most industries have their own specialised directories, which may have a better listing of suppliers and buyers. Specialised directories can be located through guides such as Current British Directories ([25]).

The Range Of Information Available From Desk Research

Sources such as those outlined above can be used to obtain data on the large majority of subjects likely to be covered in a market research project. These include those mentioned below.

The marketing environment

Markets do not exist in isolation and are shaped by environmental factors such as the state of the general economy, demographic trends, the legislative framework and various social factors. An understanding of these external factors is likely to be part of any full analysis of a market. The marketing environment is generally well documented and desk research (rather than primary research) is the only practical source available. The economy, demographics and key social variables are all well covered by the government’s statistical service and the many publications it produces. Other sources in this area include special reports (government and private), and press commentary.

Geodemographics

This is a subject in its own right with quite an extensive literature. Geodemographics is also a specialised commercial service with several UK companies (with opposite numbers in other countries) offering such data systems for marketing applications. Leventhal (1990) loosely defines geodemographics as “the classification of small areas according to the characteristics of their residents”. Leventhal also identifies two underlying principles:

• People living in the same neighbourhood are more likely to have similar characteristics than a similar number of people chosen at random.
• Neighbourhoods can be usefully classified on the characteristics of their residents; two geographically separate neighbourhoods of the same classification are likely to contain similar types of people.

UK geodemographics systems are all based on the output of the Census of Population (using the output data at the smallest geographical level – Census Enumeration Districts) and provide classifications based on a number of typologies as given in the table below.

Example of area classification (Pinpoint)

• Armed forces
• Upwardly mobile young families
• Affluent households
• Older people in small houses
• Suburban middle aged or older
• Working people with families
• Poor urban areas
• Low status areas with flats
• Inner city bedsits
• Poor multi-ethnic areas
• Crowded council neighbourhoods
• Unclassified or unmatched

Source: Given in Leventhal (1990)

Although the geographical basis of the input data is Census Enumeration Districts, suppliers of geodemographic systems can provide area classifications to map grid references or postcodes and also complete files of individually classified households.

Applications of geodemographics include customer profiling (through correlation with sales records or via market research surveys) and customer targeting; having profiled customers in geodemographic terms they can be reached very effectively through finely targeted direct marketing. Geographical information systems (GIS) also use this geodemographic data for retail planning and site location by bringing together different information sources to measure overlap and gaps in the data. A simple example would be the overlaying of three databases – a map of main roads, a population database, and a database of car dealer showrooms – in order to see where there is potential (subject to land availability) for new dealer sites.

Geodemographics is now used extensively as an input in research survey sample planning (many large continuous surveys are planned and produce output on a geodemographic basis). Where marketing planning is based on geodemographics, there is an obvious need to have the neighbourhood classifications as a variable in the research data.

Market structure and size

The structure of most business and industrial markets can be fully analysed through desk research. Sources include the general and trade press, directories, company financial data, published reports, trade association output and government statistics. The latter source includes UK Markets (formerly Business Monitor) ([26]), which provides, for all industries, details of production, imports and exports with detailed product breakdowns on an annual basis. Government statistics such as UK Markets go back into long time series and provide a basis for historical and future trend analysis. This source or others may not provide market size estimates of the specific category of interest, but with ingenuity, reasonable approximations can usually be derived from top-down (making estimates from a wider classification which includes the one of interest) or bottom-up (aggregating sub classifications). The skill in this sort of work includes bringing together disparate pieces of data from separate sources, e.g. UK Markets plus press reports and company accounts analysis. A useful additional type of source to mention for market sizing and analysis is various compendiums such as Market Assessment of Top Markets ([27]) and Market Size Digest ([28]).

Suppliers and brands

Data on suppliers and brands can be thought of as an extension of the sort of market structure analysis considered above and may include profiles of major suppliers and their brands, marketing methods and advertising tactics, and factors making for success. The press (including trade journals), directories, company accounts and published reports are all potentially useful sources. So is advertising and trade literature (especially in technical markets), and such material can usually be collected free. One important area of information, which is usually outside the scope of desk research, is consumers’ attitudes to and satisfaction with suppliers. Generally this can only be obtained through primary research; although in some industries published reports may have relevant data.

Distribution and retailing

In most businesses, distributors are playing an increasing role as they provide a cost-effective means of supplying and servicing small (and sometimes not so small) accounts. Distribution structures can vary considerably with many tiers ranging from importers, through to main distributors, local dealers, etc. Sources that provide an analysis of these structures are much the same as those just discussed for primary suppliers. Consumer markets are generally retail markets and retailing generally is very well documented, including in the press and in published reports.

Desk research can provide detailed product information. As well as online data, trade publications in some markets compare products from alternative suppliers. Mail order catalogues are another source of product details. Product literature is often particularly relevant in technical markets and is a valuable source for analysing product features. Visits to exhibitions and trade fairs to collect this literature are an example of ‘near’ desk research, which can be used before moving into primary research. Pricing information may also be available from the sources just mentioned, although the difference between list prices and what is actually paid may reduce the value of such information.

Desk research is not usually thought to have a role in new product evaluation and certainly consumer reaction to a new product has to be established through primary research. However, the fate of other new launches can provide very useful information and can be accessed from the trade press and other sources.

International marketing

The low cost of desk research is even more evident in international marketing. In the UK there are libraries and online databases that are readily accessible and stacked with information on overseas markets. The different types of sources available and the range of topics are much the same as those in the UK. However, the consistency and comparability of data is often a problem. For the EU markets there are a number of pan-Europe sources including the output from Eurostat, which has already been mentioned. Two important and inexpensive sources of European data from Eurostat are Eurostat Yearbook 2011 (the statistical guide to Europe) and the Panorama Of European Business. Electronic copies of both are available online free of charge, whilst hard copies can also be purchased for a modest fee.

Planning, Recording And Evaluating Desk Research

A plan is needed if the search for published data is to be efficient. A written plan is a big help, whether it is utilising library or online sources. Before visiting a library or logging-on, the information sought should be specified in some detail, although flexibility and some ingenuity are also needed (e.g. looking for relevant data under wider or narrower classifications and creatively making connections). Likely sources including ‘sources of sources’ can also be planned in advance, particularly as experience is gained.

The plan should also include a timetable. How long should be spent on that part of a project? This will depend on the breadth of the information sought, the type of data and the resources to be used. It is difficult to generalise. However, what can be said is that diminishing returns apply and after quite a short time, the extra information gained falls in proportion to the time spent searching.

Once found, data needs recording. The source of any data should always be recorded, so that its accuracy can be both evaluated and, if necessary, retraced. The sources should also be recorded, as they may need to be attributed. In long projects and repeat work, this will provide useful short cuts to the most valuable sources and ensure that the same blind alleys are avoided.

Information needs not only collecting but also evaluating. In part this is a matter of making judgements about its validity. We are often fooled into trusting data that is published. Once in black and white, we assume that it must be correct. The experienced researcher learns that market size figures that are published need to be cross-checked by two or three sources and frequently there are some serious anomalies.

All secondary data accessed through desk research was originally generated through primary research. Thorough validation requires going back to the source and understanding the methodology used: was it based on some sort of census, on a sample survey, on some crude formula using a ratio or merely on anecdotal evidence? Where possible two or more sources for the same data can be compared (although make sure that they are different). However, some sense of proportion has to be kept. It is simply not possible to thoroughly validate in such ways all the data and nor is it necessary to do so – as previously mentioned market researchers can work within quite wide bands of accuracy for practical purposes.

As well as validating the data, evaluation also includes its integration into a meaningful whole. Looking for linkages and patterns can and should be part of the process with initial material often pointing to other sources and subjects. That is why we stated earlier that although planning is needed in desk research, flexibility should be retained. Subsequent analysis and integration of data will be facilitated by good note and record keeping when the material is collected and, if this is voluminous, by reasonably organised filing.

The Limits Of Desk Research

Desk research can be very fruitful. However, it has its limits and it may only provide part of the information sought in a project. As previously suggested, where a mix of desk and primary research is likely to be required there is everything to be gained by carrying out desk research first and then filling the gaps through interviewing. In this way, the more expensive primary techniques are used only where essential.

One limit is its unpredictability. At least for the novice or where the subject area is unfamiliar, there can be no certainty of what it will yield and what gaps will remain. This is partly the reason why it is not a major service supplied by market research agencies. It would be difficult for an agency to quote for carrying out desk research, carry out the project and deliver a scant report at the end saying that despite a thorough search, nothing has been found. For this reason, it is mostly carried out in-house by internal researchers. At least a short exercise will involve only modest costs and may save on much more expensive fieldwork. Unlike an agency, a ‘do your own’ researcher can live with little to show for the desk research stage.

Some information is also in principle not available and with a little experience this is obvious from the start. Generally this includes most attitude-type data, especially where the subject of consumer attitudes is particular rather than general opinions – of your own and competitor companies, of a novel product, of a specific advert, etc.

Between desk research and conventional fieldwork there are some useful hybrid activities. These include simple observation as a means of data collection and ‘overview’ interviews, both techniques within the resources of any ‘do your own’ researcher.

• British Library, 96 Euston Road, St Pancras, London NW1 2DB. Tel: 020 7412 7677. Fax: 020 7412 7794
• CSO Newport Library and Information Service, Cardiff Road, Newport, Gwent NP10 8XG. Tel: 01633 812973
• Trade Partners UK, 66-74 Victoria Street, London SW1E 6SW. Tel: 020 7215 5444
• Aslib, The Association for Information Management, Staple Hall, Stone House Court, London EC3A 7PB, United Kingdom Tel: +44 (0)20 7903 0000
• Croner.CCH Group Ltd, 145 London Road, Kingston upon Thames, Surrey KT2 6SR Tel: 020 8547 3333 Fax: 020 8547 2638
• European Directory of Marketing Information Sources, Euromonitor (see ref 13).
• Directory of International Sources of Business Information (Ball), Pitman Publishers, 128 Long Acre, London WC2E 9AN. Tel: 020 7379 7383
• IRN SVP United Kingdom, Vigilant House, 120 Wilton Road, London W1V 1JZ Tel: 0207 8087107 Fax: 0207 8087108
• Companies House, Crown Way, Cardiff CF4 3UZ. Tel: 0870 3333636; Fax: 029 20380900
• Annual Abstract of Statistics, (previously HMSO) The Stationery Office Ltd, 123 Kingsway, London WC2B 6BQ. Tel: 0207 873 0011
• Guide to Official Statistics, The Stationery Office
• Eurostat, Statistical Office of the European Communities, Jean Molinet Building, Rue Alcide de Gaspari, L-2920 Luxembourg. Tel: +00(352)-430133444 Fax: +00(352)-4301-35349
• United Nations Information Centre, 21st Floor, Millbank Tower, 21-24 Millbank, London SWIP 4QH. Tel: 0207 630 1981. Fax: 0207 976 6478
• OECD, 2 Rue Andre-Pascal, 75775 Paris CEDEX 16, France. Tel: 00 33 01 45 24 82 00. Fax: 00 33 01 45 24 85 00 (publications also from The Stationery Office – see ref 10).
• SMMT – Society Of Motor Manufacturers and Traders. Forbes House, Halkin Street, London SW1X 7DS. Tel: 020 7235 7000. Fax: 020 7235 7112
• Directory of British Associations, CBD Research, Chancery House, 15 Wickham Road, Beckenham, Kent BR3 5JS. Tel: 0871 222 3440.
• Marketsearch, Arlington Publications, 1 Hay Hill, Berkeley Square, London W1J 6DH. Tel: 0207 495 1940
• Findex, available through Euromonitor, 60-61 Britton Street, London EC1M 5UX. Tel: 0207 251 1105. Fax: 020 7608 3149
• The Financial Times, Business Research Centre, Fitzroy House, 13-17 Epworth Street, London EC2A 4DL Tel: 020 7970 0100
• Research Index Ltd, Becor House, Green Lane, Lincoln LN6 7DL Tel: 01522 524212.
• BRAD, Maclean Hunter Limited, Chalk Lane, Cockfosters Road, Barnet, Herts EN4 OBU. Tel: 0208 242 3000
• Pims, Pims UK Ltd, Mildmay Avenue, London N1 4RS. Tel : 0207 226 1000
• Kompass, Reed Business Information, Windsor Court, East Grinstead, West Sussex RH19 1XA. Tel: 01342 326972
• Key British Enterprises, Dun & Bradstreet, Holmers Farm Way, High Wycombe, Bucks HP12 4UL. Tel: 01494 422000
• Current British Directories, CBD Research (see ref 23).
• UK Markets, Office of National Statistics, Cardiff Road, Newport, Gwent NP10 8XG. Tel: 01633 815696
• Market Assessment of Top Markets, Market Assessment Publications, 5th Floor, 110 Strand, London WC2R 0AA. Tel: 020 7836 5111
• Market Size Digest, Mintel International Group, 18 Long Lane, London EC1A 9HE. Tel: 020 7606 4533.

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Desk Research

Desk research methodology is a method of collecting and analyzing information from available secondary sources, such as documents, reports, academic publications and other materials available online or in libraries. The purpose of desk research is to gain a broader perspective on the problem or issue under study, as well as to supplement or confirm knowledge on the topic. Desk research is particularly useful for research on historical events or processes and theoretical studies.

Application of Desk Research

Methods for implementing desk research include various ways to collect and analyze available market information without conducting face-to-face surveys with users. Here are some example methods: Analysis of available industry reports and publications: you can collect data from available industry reports and publications, such as market reports, industry analysis, scientific reports, etc. Analysis of statistical data: you can use available statistical data, such as demographic data, sales data, labor market data, etc. Review of websites and industry portals: you can collect data from various websites and industry portals, such as those of manufacturers, distributors, industry organizations, etc. Analysis of newspaper articles: you can analyze newspaper articles posted in newspapers, magazines and the Internet to gain information about the market and its trends. Internet search: you can search for market information using search engines such as Google to gain a wide range of available information. Social media data analysis: you can collect and analyze data from social media such as Facebook, Twitter, Instagram, etc., to gain information about users’ opinions and preferences.

Methods of implementing Desk Research

The methods for carrying out desk research are as follows: Searching databases: Various databases, such as industry, statistical or scientific databases, can be used to find the information needed. Reviewing documents and reports: You can also review various types of documents and reports, such as financial reports, market statistics or industry reports, to obtain information on an issue of interest. Analyzing data from the Internet: You can also use various sources available on the Internet, such as websites, online forums and social media to find the information you need. Literature research: You can also conduct literature research, that is, you can analyze the available scientific literature and review articles from scientific journals or books in the field. Data analysis from other sources: You can also use data available from other sources, such as data files from government offices or institutions or data collected by other companies or organizations.

Our company Fieldstat specializes in Desk Research. We provide top-notch services and our teams are professionally qualified. We do market research, product quality research, competitive research, consumer research, social media research, technology research and much more. We have a wealth of tools and knowledge to meet our clients’ needs and deliver the best results. If you are looking for someone to help you gather and interpret information, please contact us.

Who commissions Desk Research?

Desk research is commissioned by various individuals or institutions that need information on a particular issue or market. Examples of people or institutions that may commission desk research: Companies: Many companies commission desk research to learn about the market situation, customer needs and preferences, competition or industry trends. Non-profit organizations: Non-profit organizations, such as foundations or associations, often commission desk research to obtain information on a particular field or social problem. Government institutions: Government institutions, such as ministries or offices, may also commission desk research to obtain information on various issues, such as to develop public policy. Individuals: Individuals can also commission desk research, such as if they want to learn about the market for services or products in order to make purchasing or investment decisions.

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Desk Research: Definition, Importance and Advantages

June 12, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Research is an integral part of the marketing of every business . The success of a business depends on the acceptability of the product . Research is used to understand the expectation of the target audience. The outcome of thorough research helps in developing a successful marketing plan .Research can be categorized into two broad categories, primary research and desk research or secondary research .

Read this article to learn the definition of desk research, what is desk research, the importance of desk research, reasons to conduct desk research, advantages of desk research, and steps to do desk research.

Table of Contents

Desk research can be defined as a type of market research where the information about the topic in research is available in printed form or published on the internet, in newspapers, magazines, and government reports is collected and analyzed.

What is desk research?

Desk research is a type of research that can be performed over a desk. In this type of research, a researcher finds, collects, and reviews the publicly available data about the research topic. In primary research, the researcher interacts with people and collects data firsthand using different primary research methods.

On the other hand, desk research is conducted by gathering and analyzing information available on public platforms such as internet forms, newspaper articles, magazines, market intelligence , government reports, databases, statistics, and data sets.

The desk research is also popularly known as secondary research, as in this research, the data for the analysis is not collected by involving participants. But the previously existed data is gathered and studied.  The researcher conducts research sitting behind his or her desk by collecting the previously existing data.

Many organizations prefer desk research because it helps to establish an understanding of the research topic at a very low-cost. In addition to this, the information collected from the desk research is verified by the public. Hence, the outcome of the research is reliable.

Moreover, desk research can be categorized into two categories: internal desk research and external desk research. Internal desk research is referred to as the analysis of internal reports, data sets, and organization statistics. At the same time, external desk research is applied to the study of information collected from the external sources.

Market research is an essential part of every business. A business needs to understand the product’s demand that they want to launch in the market. Research is the only method to learn about the market condition and the acceptability of the product.

Companies adopt two research methods to analyze the market condition, such as primary research and secondary research. However, conducting primary research is quite expensive and requires a lot of effort and resources.

Therefore, organizations opt for secondary research methods to learn about the field of research. Conducting desk research is a cost-effective method to establish an understanding of the area.

Advantages of desk research

Desk research is one of the essential market research that many organizations opt to learn about their investment. The following are the advantages of conducting desk research.

1. Inexpensive

The first benefit of conducting desk research is that it costs almost nothing. You need to have a desktop and internet connection to perform this type of research.

If you are new in the business world and want to start your business from scratch, then it is understood that you are low on budget to conduct primary research.

Therefore, secondary research is the best option for you to understand the market segment you want to enter and the demand for the product in the market.

2. Helpful in making well-informed decisions

Marketing plays an essential role in the success of every business. A company spends a considerable amount of money to market their product. A manager can make better decisions when they understand the field better.

The desk research allows managers to understand the demands and needs of consumers . Thus, they can create effective marketing plans for their products and services.

3. Helpful in finding new opportunities

Through desk research, a manager can learn about the business opportunities available in the market.

They can analyze the competition in the market and can position their product in such a way so that they can increase their market share .

4. It takes less time to conduct

Secondary research can be undertaken in comparatively less time than the primary research. With the help of technology and using public sources, the information can be collected in very little time.

5. Helpful in focusing the research

Many times, managers face the problem of having one focused research topic. In such a scenario, conducting primary research will be a waste of time and a waste of resources.

The companies can either hire experts in conducting secondary research or use the services of third-party organizations that help you in conducting the secondary research.

Disadvantages of desk research

1. Unreliability of data

Relying on the data collected through desk research is a little risky. The data that you are basing your research on can be outdated as government organizations don’t update their data regularly. Their statistics and database are updated once or twice a year.

2. Difficult to find specific data

Another disadvantage of desk research is that you can’t find accurate data for your research topic. Secondary research is useful to establish an understanding of the research topic, but reaching conclusions only based on the desk research outcome is not advisable.

3. No control over the participants and the methods of research

In secondary research, the data you collect or analyze is based on the research conducted by others. Therefore, as a researcher, you cannot control the research participants and the methods used by them.

Here is a video by Marketing91 on Desk Research.

Resources of desk research

The following are the sources that can be used to collect data for desk research.

1. Business libraries and databases

All large libraries have business sections where one can access the latest material in different fields of business. Many libraries also provide access to online business sources. Therefore, if you are an entrepreneur and want to do preliminary research for your business, libraries are the best source for you to conduct your desk research.

2. Local directories

Local directories are the best place to conduct desk research if you want to start a business locally and have information about your competitors.

Local directories can provide you information about your local competitors and the product and services.

3. Trade associations

The members of an industry form trade associations.

If you want to enter an industry, it will help you have connections in their trade association. Business associations provide statistics, reports, and data to their members.

4. Market research report

Market research reports contain information about a particular market segment. These reports contain information such as threats and opportunities in a specific market. Several organizations sell market research reports.

You can buy research reports to conduct desk research.

5. Newspapers and magazines

Newspapers and magazines are one of the cheapest and readily available sources. In all newspapers, there is a business section where they print business news and market.

Similarly, business magazines publish news about different industries. You can buy their latest copies and can access older copies from your local library.

Steps to conduct desk research

Carrying desk research requires skills and knowledge to scrutinize the right sources to collect data. Whether you want to write a personal story or research a business opportunity, desk research will help you do it effectively.

In this section,  you will learn about the steps you can follow to conduct effective desk research.

Step 1: Define the objective of your research

Conducting desk research will become a lot easier if you have a predefined objective for your research. If you are not sure about your research’s objective, you should list down all the questions you want to research.

Your research should be focused on finding the answers to all of these questions. Follow the logic of going from general research to reaching a precise research topic. Lastly, have a rough idea of how much information you want to collect so you will know when to move to the next step.

Step 2: Make a research plan

Now, this step might contradict your pre-notion about the desk research. Most people believe that desk research takes place without following a plan. But, trust me, having a research plan will make your research work a lot easy.

Choose a research method that you will use and the tool that you will use to collect and analyze your research data.

Step 3: Select a deadline

Having a deadline to conclude your research will make your research work fast and will save you from wasting your time procrastinating, and you will end up conducting your research in less time.

Step 4: Conduct research

Conducting desk research means collecting the data from reliable sources and analyzing them to reach conclusions. Ensure the reliability of the data source and analyze the information collected using tables and flow charts.

Step 5: Reach conclusions

Once you have collected enough information and have organized and analyzed it properly, then reaching conclusions will not be difficult for you.

Your whole effort to conduct research will be successful only if you understand the information entirely and draw conclusions from it without any confusion.

Desk research or secondary research is conducted by collecting and analyzing the data collected by other researchers. Using desk research, you can establish an understanding of your research field by spending fewer resources like time and money.

Liked this post? Check out the complete series on Market research

Related posts:

• Research Ethics – Importance and Principles of Ethics in Research
• What is Research Design? Type of Research Designs
• How to Write Research Proposal? Research Proposal Format
• 7 Key Differences between Research Method and Research Methodology
• Qualitative Research: Meaning, and Features of Qualitative Research
• Descriptive Research – Characteristics, Methods, Examples, Advantages
• Operations Research – Types, Advantages, Disadvantages
• Primary Research – Meaning, Process and Advantages
• What is Survey Research? Objectives, Sampling Process, Types and Advantages
• What is the Importance of Qualitative Research to an Organization?

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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How to avoid a desk reject: do’s and don’ts

• Published: 17 June 2024

Cite this article

• Sjoerd Beugelsdijk 1 &
• Allan Bird 2  

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Avoid common mistakes on your manuscript.

Introduction

The number of manuscripts submitted to academic journals has increased significantly, and along with that the desk-reject rate also, that is, the rate at which manuscripts are rejected at the very first stage of the review process (Ansell & Samuels, 2021 ). At the Journal of International Business Studies ( JIBS ), roughly 65% of submissions are desk-rejected. In other words, the authors of nearly two-thirds of the manuscripts sent to this journal will not see their submissions reach an area editor or reviewers. Obviously, no one wants to receive a rejection letter; when it is a desk reject, authors may well feel they never even got a fair hearing through a peer-review process. Not only has the number of submissions risen but so has their overall quality. It was inevitable that the desk-reject bar would be raised. Not doing so would have risked overburdening editorial teams and the pool of qualified and dedicated reviewers on which they rely. Already, across all fields of science, potential reviewers are more frequently declining invitations to review, and this further increases the pressure on reviewing editors to desk-reject manuscripts (Dance, 2023 ). Footnote 1

Getting past the desk-reject stage is critical because even if a manuscript is not eventually accepted for publication, the suggestions and comments of an area editor and reviewers— invariably acknowledged experts in the field—can be immeasurably valuable in making improvements for submission to another journal. A desk reject differs from rejection later in the review process because the objective and the process of the two are quite different. Reviewing editors decide by themselves the fate of a manuscript, while peer review is a shared responsibility. The workload of reviewing editors is such that they need to rely on heuristics to make their decisions. Hence, they hone in on specific elements which, if not present, will result in a desk reject. In this editorial, we describe these elements under two headings: (1) effective communication, and (2) theory- and method-related rigor. Our goal is to relay what reviewing editors look for when deciding whether to forward a manuscript to the next level. Our tips and actionable suggestions are summarized in the Appendix, where we also provide a list of 80 questions that serve as a ‘checklist’ of do’s and don’ts. These suggestions are based on more than 4000 Journal of International Business Studies desk-reject decisions between 2016 and 2024. Many of the suggestions and recommendations we provide apply equally to overall guidance about research in international business.

The role of reviewing editors

Reviewing editors are tasked with (1) conserving the time, attention, and energies of area editors, reviewers, and submitting authors, and (2) maintaining the focus and integrity of the journal mission as embodied in its statement of aims and scope. The mechanics of a desk review are straightforward: their purpose is to assess whether a submission meets the journal’s fit, quality, and contribution thresholds. In addition to determining if a manuscript meets those three content criteria, reviewing editors are charged with ensuring that the review process is fair, specifically that it is free of bias, ethical lapses and errors, and that, to a reasonable extent, author concerns or requests are accommodated. More details can be found in the Journal of International Business Studies guidelines for reviewers. Footnote 2

The first step in the desk-review process entails reading the cover letter. Although not required, many authors submit them. They can be used to explain distinctive aspects of the manuscript, for example, a unique approach taken in framing the research question. A cover letter might also be used to make a request, such as for a reviewer knowledgeable about a new analytical approach. We recommend that authors provide pertinent information, such as the names of persons who have previously read and commented on the manuscript, thereby avoiding the possibility of compromising the double-blind peer review should the manuscript move forward in the review process. Footnote 3 Authors should also alert the reviewing editor if other manuscripts or published articles by the author and co-authors address the same topic or draw upon the same dataset as the submitted manuscript. Footnote 4 We recommend submitting a detailed overview of any overlap and differences between the submitted manuscript and the authors’ existing work in the same vein (sometimes referred as an originality matrix), so as to help the reviewing editor assess the contribution of the manuscript. There is an expectation that authors will be transparent with editors.

Reviewing editors are anxious to avoid making type I or type II errors. They do not want to desk reject a manuscript that might end up being a high-quality, impactful article. Making the wrong decision can mean a loss for the journal as well as deny the authors timely publication. On the other hand, forwarding for full review a manuscript that does not meet fit, quality, and contribution thresholds and has little chance of reaching publication is an inefficient use of the time, attention, and effort of editors and reviewers. It also bogs down authors who end up having devoted time pursuing an ultimately fruitless review process rather than improving the manuscript and submitting it elsewhere.

Because there are recurring patterns in the types of issues that lead to a desk reject, reviewing editors use heuristics in making their assessments. In general, a manuscript is desk-rejected if there is not a good fit with the aims and scope of the journal. For the Journal of International Business Studies , this implies the topic has to address an international business topic as explained in the editorial guidelines. Footnote 5 Manuscripts should address topics from an international comparative and/or cross-border angle. This means that ‘just’ analyzing a cross section of countries is not sufficient to be considered for this journal. Similarly, ‘just’ adding some country-specific variables as control variables is not sufficient to qualify as making a contribution to international business. Single-country studies without an IB dimension are a substantial portion of all desk-rejected articles. The heuristics that reviewing editors use can be categorized into two main domains: (1) effective communication and (2) theory- and method-related rigor. Each domain consists of a series of do’s and don’ts. These do’s and don’ts are summarized in the Appendix.

Effective communication

Writing a good manuscript involves reading prior research, data analysis, sense-making, writing, re-analyzing, presenting to colleagues, re-writing, and eventually accepting a certain degree of imperfection. A positive correlation exists between manuscript quality and the time spent on it, but that correlation is far from 1. Certainly, as some seem to believe, a manuscript does not merit review simply because the author claims a lot of time has been spent on it. Underestimation of the importance of effectively communicating with readers is at the root of many desk rejects. We discuss five of them here.

Develop a story

Human beings are pattern-seeking, sense-making, story-telling animals (Leamer, 2009 ). A good manuscript tells a story, one that is believable and memorable. The story may be based on a phenomenological observation or be a theory-based narrative, but a good story is critical to scholarly understanding because storytelling is a cognitive process with sense-making at its core.

It is a mistake to think that storytelling in science is limited to manuscripts using interviews, for which it is a recommended theory-development strategy. It is also a critical part of effective communication for manuscripts based on secondary data where there is often a focus on statistical relationships without a clear understanding of underlying processes. To minimize the probability that a regression result becomes merely a statistical artefact, authors should understand what is driving the statistically significant relationships between the variables. If they do, their story is much better than that of authors who rely on statistical software packages to tell the story for them. In other words, a coefficient that differs significantly from zero is never the essence of the story, but only a part of it. This is one important reason why authors who first analyze the data and then develop hypotheses on that basis (i.e., who practice what is called harking –  h ypothesizing a fter r esults a re k nown) are generally not good storytellers. Harking is not only unscientific, but it also results in unpersuasive stories.

What does make for a good story? In a word, focus. We do not mean honing in on detail to such an extent that the result is a marginal contribution. Far from it. Still, the most valuable contributions are typically very focused. By focus we mean that the core concept is succinctly stated and concisely explained in just a few sentences. The key takeaway should be delivered in plain English understandable to a non-academic audience. Preparing 15-min mock presentations and rehearsing—out loud—the opening and concluding sections can be especially useful in developing a focused story.

Focus alone will not suffice. Delivery is extremely important. Good writing enhances storytelling. We hasten to add that reviewing editors do not reject manuscripts out of hand because of low readability—although obviously the manuscript must be intelligible. Nonetheless, there can be a horn’s effect. A carelessly put together manuscript with typos, misspellings, and grammatical errors that could have easily been caught by running a spelling and grammar check, or table and figure headings that do not match content, or referencing that is incomplete, inconsistent or not applicable, raise doubts about the rigor and precision with which theory is developed and data analyzed. Authors need to take the time to polish their manuscripts; even established researchers spend a considerable amount of time doing that. Poor writing can be fixed by careful language editing down the line.

It is also a mistake to overcomplicate the story by trying to do too much. This typically happens when an author tries to eclectically mix different theories. Reviewing editors are not likely to forward manuscripts in which authors use multiple theories, e.g., the resource-based view of the firm, transaction costs theory, population ecology, and institutional theory. First, each theory comes with its own set of assumptions, causal mechanisms, and boundary conditions, and these can be hard—if not impossible—to integrate into one overarching framework. Second, combining multiple theories tends to result in convoluted arguments with no real punchline.

Another mistake is to center the story around the use of a different method or a distinctive sample to empirically examine relationships that have already been studied extensively. While that strategy might work when submitting to a second-tier journal, top journals expect there to be a clear theoretical contribution and novelty beyond a new method or distinctive sample. Showing that a relationship already examined in other studies holds when expanding the sample, e.g., to different countries or perhaps by using an alternative method, will trigger interest only if there is an unusual theoretical rationale for using the new method or sample. For example, suppose a specific theory has been tested primarily in economically developed countries and that good theoretical arguments exist for why the theory may not apply outside that context; then expanding the sample to less economically developed countries makes sense. The same holds true for a manuscript that an author attempts to ‘sell’ based on the use of a new method. With the exception of method-focused journals such as Organizational Research Methods , most reviewing editors will only forward a method-focused manuscript if the method element has interesting theoretical implications.

What makes for a good story is to some extent time-specific. Management trends come and go, and so does what is seen as a legitimate story. For a long time, authors specified what was called a ‘gap’ in the literature. They would claim to have uncovered a theoretical hole and then outline it in the introduction of their manuscript. Their story was essentially based on their observation that aspect A of theory X had not yet been addressed. As time has passed, phenomenological research has become popular and it is now increasingly legitimate for authors to start their story with a new, interesting, even odd empirical observation. With that, a good story has become one that piques the interest of readers and makes them curious about what comes out. It leaves them thinking to themselves, “Good point. Why didn’t I think of that?” An effective way of gauging what is trending in a particular community of scholars is to read the introductions of conference papers and recently published articles to see what kind of ‘hook’ is used.

Write a clear introduction that explains the what, so what, and now what

The introduction can be a make-or-break point. A desk reject is likely if the introduction is not clear. The reviewing editor will look for focus, a good story, convincing theorizing, and tight empirical tests. There is no universal template for a high-quality introduction, but that does not mean that crafting one is a random process. The best introductions include several recurring elements (Grant & Pollock, 2011 ). The introduction of articles published in top journals may differ from the pattern explained below because of differences in topic, method, data, field, research tradition, and findings. Still, we can discuss several elements that all reviewing editors look for when reading an introduction. Often those elements correspond to the four paragraphs that we propose should form the introduction.

The first paragraph should set the scene. It should include (1) the topic, (2) why it matters, and (3) what is already known about it, including theories used. Writing the opening paragraph is quite challenging because the author must summarize in just a few sentences the state-of-affairs in a field. The second paragraph discusses what we do not yet know about the topic. This can be theory or phenomenon-driven. For example, there is well-established and vast literature on why people resign and change jobs, but we do not yet really understand the recently identified phenomenon of quiet quitting. Describing why quiet quitting could be important is key because it provides the motivation behind the manuscript. The third paragraph describes what the author does to address the question, specifically the theory used, key characteristics of the data (e.g., sample size and country context), as well as the method used. In this paragraph the author should also summarize the findings. In the fourth and final paragraph, authors should circle back to the broader topic – in our example, quiet quitting. They should show why their findings matter as well as the implications. The contribution should be as explicit as possible, not just repeat the empirical findings, but discuss their broader meaning. The last paragraph often ends with a road map indicating how the manuscript is structured.

The typical introduction in management journal articles is around 600 words, divided more or less equally between the paragraphs described above. This means that in each case the material to be covered is handled in just six to eight sentences. The first and last sentences of each paragraph are critical. If those two alone convey the message, the manuscript is probably properly focused. In fact, one way of checking whether a paragraph makes sense is to read those sentences, ignoring the ones in between, to see if the core message is still conveyed. If so, the manuscript is focused and the storyline clear. Another test is to string together the opening sentence of each paragraph. There should be a coherent story supported by a clear line of reasoning. Obviously there are many variations in the way successful authors craft introductions. We describe here what we, as reviewing editors, have found effective introductions have in common.

Know your audience and the language they speak

Imagine entering a room in which the ten most-cited scholars in your area are debating the very topic on which you are writing. They turn to look at you. You have their attention. What can you say about your manuscript that would interest them? Would it impress them if you were to say that you show that the relation between X, Y, and Z—something which they have already analyzed – holds true using your data? What if instead you were able to tell them a powerful story in field-specific language, words that carry a particular connotation and labels with well-known associations? The point is, in a twist to the normal advice to use your own words, you need to tell the story in their kinds of words.

Authors need to immerse themselves in the language used in their area. They need to read the classic articles and books as well as the latest ones on the topic, bearing in mind that there is a significant time lag between manuscript submission and final publication. They need to stay on top of what is happening in the scholarly community in other ways as well. Taking part in academic conferences is one of them—attending panels, observing debates, engaging in discussions, especially delivering papers—all help in understanding where a field is heading. Topics, methods, approaches, and terminology are ‘in the air’ at workshops and during webinars. All of this is part of knowing the audience. Despite all recent advancements in artificial intelligence (AI), this aspect of targeting your audience has so far not been successfully integrated in existing AI tools.

One less tacit, more formal aspect of audience expectations is understanding the style and format in which core ideas are communicated. Journals have set limits on the number of words used. It is important for authors to stick to them. Reviewing editors do sometimes wade through manuscripts that are considerably longer than the norm, but they are ever mindful of the contribution-to-length ratio. Authors should not try to be exhaustive in providing references. Peppering a text with references, especially when placed mid-sentence, reduces readability. Reviewing editors are familiar with a wide range of research areas. They will catch careless referencing, such as backing up a statement with a reference to an article or book in which no such support can be found, or misattributing a contribution. Inaccurate or excessive referencing reflects badly on the scholarship of a submitting author and may lead to a desk reject. It is important to use current references, as submissions with references ending 15 or 20 years ago signal the manuscript is outdated. Finally, there is no formal rule regarding what particular works authors should reference, but if none of the references have been published in the journal to which they are submitting, it is likely to be taken as evidence of not being in touch with ongoing discussions in the journal, thereby raising the question of fit.

Avoid vague wording

Words matter. Scientific research requires precision. Formal modeling provides it in economics, finance, operations research, and some subfields in sociology and political science. Social sciences, including business and management, rely on precise, unambiguous language. Unfortunately, many authors are not so meticulous. Reviewing editors are not taken in by meaningless jargon or pretentious verbiage. Rather, such language might be taken as an indication that an author has not totally grasped the topic or is attempting to oversell the contribution.

Consider the following seven examples taken from actual manuscripts—followed by our critical comments. (1) We show that an integrated approach is required. This kind of generic statement holds for virtually all topics . (2) We provide a nuanced picture of the complex relationship between X and Y. Attempting to add nuance to a complex concept is an endless exercise—not a goal in itself. The goal should be to make the complex simple without making it simplistic. We mean E = mc 2 simple. (3) Managers should take care of their international HR function. No study is needed to reach this obvious conclusion. (4) We discuss some implications of… Some? Are there others? Vague statements like these make us wonder what is left unsaid, or unresearched, or if the author is unsure of what the implications might be or how to explain them. (5) We uncover heterogeneity that has not been addressed before. To our knowledge, we are the first to analyze... An author may have found something of importance that escaped all others, but maybe it is not sufficiently interesting or indeed even relevant enough to merit publication. (6) We draw upon… What exactly does this mean? Does the author intend to take – in whole or in part – elements from a theory and eclectically combine them? (7) The relation between subsidiary and headquarters: some insights from country X . This last example has to do with crafting meaningful titles. The manuscript title, as well as those of the figures and tables, should be precise and specific and convey meaningful information.

Finally, a word of caution about acknowledging limitations. It is not a recommended strategy to discuss all possible limitations, especially when done at the end of a manuscript, as this may leave readers wondering why they have taken the time to read something the authors themselves think is significantly flawed. Two types of limitations should be identified, but not necessarily addressed in a specific section labeled as such and found at the end of the manuscript. Methodological limitations are ideally addressed in the Method section along with steps taken to mitigate or overcome them. Theoretical limitations relate specifically to what interpretations or conclusions can be drawn from the empirical findings. Rather than listing them as limitations, they can be framed as future lines of inquiry opened up as a result of what was learned from the study.

Write a clear self-standing abstract

Many authors underestimate the importance of the abstract. This is hard to understand because a good abstract gets the attention of potential readers and can entice them to continue reading. An article read is possibly one cited. The abstract is also important in the review process. It is the first thing that a reviewing editor reads. The abstract should give the topic and research question (the motivation), the theoretical angle taken, what the author does (the empirical setting if relevant), the findings, and why the study matters (the contribution). In short, it must convey a considerable amount of information. Writing one takes time and attention, and the abstract should not be the last quick thing authors attend to before submission. All too often abstracts are overly technical and hard to understand without having read the full manuscript.

What can authors do to be sure that what they write in the abstract is meaningful? One way of testing is to draw a line through the key construct named in the abstract and put in its place some other construct in the field. If the abstract makes just as much sense after plugging in that randomly chosen construct, the original abstract is probably uninformative and unconvincing. Let us illustrate the point with a concrete example. Do the following test on this hypothetical abstract: “Institutions have been recognized as a crucial topic in international business research with wide-ranging implications for internationalizing firms. As a result, there are a wide variety of studies in different contexts, using different methods, a diverse set of theories, and a variety of empirical measures. In this article, we review the existing literature, evaluate current approaches critically, and highlight directions for future research.” Now, suppose ‘institutions’ were to be substituted by ‘headquarter–subsidiary relationships’. There is nothing jarring about the resulting version, a sign of an abstract that is too generic.

Theory- and method-related rigor

Distinguish between theory and literature review.

Authors sometimes confuse the literature review with the theory section. Whereas a literature review provides an overview of established findings thereby providing the frame into which a manuscript fits, a theory section provides a set of arguments (embedded in underlying assumptions) that logically lead to a proposition or testable hypothesis. A theory is about the arrows linking construct A to construct B (Thomas et al., 2011 ). In short, theories explain relationships. But rather than providing an integrated framework based on causal theoretical arguments, the theory section in many manuscripts is just a literature review that provides an overview of what other authors have argued or found in their empirical studies. The lack of a strong theory section is an important reason for a desk reject.

Theoretical arguments are often not precise because authors work with overly broad concepts. The result is loosely linked arguments. Another common mistake is to mix arguments from different schools of thought, leading to theoretical imprecision. This, as noted before, leads to poor stories. Reviewing editors are senior scholars and thus aware of the most important differences between the core theories used in a field. This does not mean that manuscripts need only develop narrow arguments derived from a single theoretical framework, but it is generally recognized that combining lenses is challenging (Okhuysen & Bionardi, 2011 ).

Finally, reviewing editors are likely to desk-reject a manuscript when the author excessively uses quotations. Instead of relying on others to say what you want to argue, it is far better to explain the mechanisms directly and explicitly in your own words. There is a risk of misstating what the cited author means to say because quotations are snapshots of broader arguments, and often individual sentences are taken from longer paragraphs.

Spell out the theoretical mechanisms

Ultimately, the theoretical contribution lies in highlighting the set of mechanisms that logically explain the relationship between A and B. Hypotheses are testable predictions derived from a set of arguments that causally and logically relate to one another. Often authors present hypotheses as the result of a set of empirical findings. This leads to truisms—claims that are so self-evident that they are too obvious to mention. In these cases, reviewing editors are inclined to reject manuscripts. Examples can be an effective way to present arguments, but they are no substitute for clear theoretical argumentation. In other words, the plural of anecdote may be data, but data cannot by themselves be the basis for hypotheses.

Hypotheses make testable statements on the relationship between abstract constructs. A good hypothesis is the logical outcome of proper theorizing (Santangelo & Verbeke, 2022 ). Because they are unable to examine theoretical relationships directly, researchers rely on empirical proxies, e.g., patent filings as a proxy for firm innovation, and return on investment for firm performance. It is not uncommon for authors to shift focus from constructs to proxies, and to make statements on relationships between empirical proxies while overlooking the theoretical constructs the proxies are purported to represent. As a general rule of thumb, one should not discuss measurement-related issues (e.g., the variables used as proxies) in the theory section. This makes it possible to keep it as clean as possible and reduces the risk of conflating the theoretical argument supporting hypotheses with the empirical tools used to test them.

Many phenomena in international business are multi-level by nature. For example, country-level variables, such as national cultural differences, may moderate lower-level relationships, such as the dynamic between team leaders and team members. When data are nested in countries, firms, teams, and individuals, one needs to use multi-level methods to disentangle the impact of variations at each level. The real challenge is often not in using multi-level methods, but in developing multi-level theories. Reviewing editors look for a description of the mechanisms linking the micro and the macro levels. If they are not made explicit, a desk reject is likely. To avoid that, authors should make sure they discuss the causal relationships between the different levels.

As a rule, authors should also avoid hypotheses that involve more than one relationship. For example, a model where an increase in A is theorized to cause a decrease in B and the A–B relationship is moderated by C should have two hypotheses, not one. Compound hypotheses are inherently complex and consequently often poorly worded, and this may lead to a desk reject.

Isolate the theoretical channels empirically

In addition to clearly specifying the nature of the theoretical argument, empirical tests of hypothesized relationships need to get as close as possible to a direct test of the proposed mechanisms. This is done by providing convincing theoretical arguments and a series of empirical tests that serve two goals. First, to show that the mechanism that is theorized exists empirically. Second, to rule out alternative plausible explanations. Ruling out alternative explanations is at least as important as providing evidence for the theoretical mechanisms. This should be taken into account when designing the study and prior to data collection. A number of methods are available to identify mechanisms, including—but not limited to—instrumental variables, natural or quasi experiments, regression discontinuity design, difference-in-difference analysis, randomized control trials, propensity score matching, and longitudinal studies.

Increasingly, authors combine multiple methods to corroborate the main effects found, combining quantitative and qualitative methods, including AI. In all cases, it is critical to explain why a specific method was used, the problem it addresses, and how it helps us better understand the theoretical mechanisms. Reviewing editors will evaluate whether the methods used are adequate to test the proposed theoretical relationship between constructs. If the answer is no, a desk reject is likely. Using multiple inadequate methods does not substitute for using a (single) adequate one.

Although theorizing is all about developing causal arguments, establishing causation is often empirically difficult. Authors should therefore avoid mentioning causation unless they can empirically test for it. Language should be precise and distinguish between association, e.g., an increase in political risk is associated with a decrease in foreign direct investment, and causation, e.g., an increase in an MNE’s foreign investments reduces its organizational slack. Note that all journals prefer to see evidence of causality, but will often accept association.

Match construct and empirical measure

Empirical research relies on proxy measures for theoretical constructs. More often than not, proxy measures are imperfect. The alignment between construct and measurement is critical in empirical research, and ideally already addressed at the design stage of a research project. Researchers doing survey-based studies typically develop custom-made measurement instruments, other researchers using those instruments in later studies need to make sure that the instruments align definitionally with their own theoretical constructs. Similarly, secondary data-based research often relies on data collected for other purposes, and hence the variables used to measure the theoretical constructs are often imperfect proxies.

One way to check if proxies are distal is to write the definition of a construct and the way the construct is measured on separate pieces of paper, and to then, without looking at the rest of the text, ask whether the two are aligned. With survey instruments, it can be useful to examine the individual items used to measure the construct. For example, research using Hofstede’s power distance dimension might compare Hofstede’s definition of the power distance construct with the original items used to measure it. Distal proxies are relatively easy for reviewing editors to detect, and are a common reason for desk rejects. Harking not only leads to poor stories, as explained earlier, but also to the use of distal proxies as authors try to retrofit an already-existing measure to a theoretical construct.

Link research question, theory, hypotheses, and implications

By the time the reviewing editor reaches the Discussion section, the primary focus is on the third criterion—contribution. It is not enough to provide a convincing answer to the research question. Authors must demonstrate that the answer contributes to a broader or deeper understanding of theoretical concerns or practical phenomena. Often described in terms of ‘implications’, what the Discussion section ideally accomplishes is an explanation of how the findings of the study should be understood, i.e., what the findings mean. A failure to position a manuscript’s contribution into a broader theoretical context may lead the reviewing editor to conclude that the manuscript’s contribution is narrow or trivial.

Theoretical implications are difficult to describe, yet doing so well is essential. One way to elicit them is by asking what changes should be made to extant theory to account for the empirical results found. When stating theoretical and empirical implications, it is best not to overreach and claim overly bold implications that do not logically follow from the findings. To sum up: reviewing editors look for a logical fit between the research question, the hypotheses, and the overall theoretical implications; and they expect the implications to be substantive.

Authors as prosecuting attorneys

The metaphor of trying a case in a court of law is useful when conceptualizing the challenges facing authors in getting their manuscripts published. Authors are like prosecuting attorneys in that they must have a convincing story supported by reliable witnesses and credible evidence. Prosecuting attorneys need to relate the various elements of a crime—motive, means, and opportunity—in a compellingly persuasive way. Likewise, authors must craft a story that explains a phenomenon, gather evidence—primary and secondary data, elicit reliable testimony from unimpeachable witnesses—authors of other relevant research, and finally, validate their closing arguments using quantitative and qualitative analytical tools. In essence, both prosecuting attorneys and authors are saying, “This is my story and I can back it up, so believe me.” In this metaphor, reviewing editors act like judges overseeing preliminary hearings in that they weigh the validity of the case before them. Is it strong enough, i.e., sufficiently credible, to warrant proceeding further? If a manuscript does not communicate persuasively that it is sufficiently compelling in terms of theory, method, analysis, and conclusion, the answer will be no, a desk reject.

We have attempted to demystify the desk-review stage of the review process by sharing our insights and the heuristics we use as reviewing editors. We trust that authors will find our suggestions helpful and look forward to reviewing their manuscripts. Our suggestions are subject to some limitations. Most of the articles published in the Journal of International Business Studies , and business and management journals more broadly, are hypothesis-testing. Thus, our recommendations are predominantly derived from reviewing such manuscripts. Relatedly, most manuscripts submitted to social science journals, including the Journal of International Business Studies , fall within the domain of the logical positivist tradition. Despite these limitations, we believe that following our suggestions can increase the probability a manuscript will pass the desk-review stage, which is a critical step towards publication.

Appendix: How to minimize the probability of a desk rejection

Can I explain the story of my paper in 2 min in non-academic language?

Suppose I take out the first and final sentence of each paragraph, do the two sentences make sense?

Is my story focused, straightforward, and not complicated?

Is my story about a theory or practice, not about a sample or method?

If I have a story on method or sample, do I explain why this matters theoretically?

Did I present the paper before submitting it?

Did I rehearse a 15-min presentation out loud?

Do figures and diagrams add substantively to descriptions and explanations in the text?

Write a clear introduction

Is my introduction in the range of 500 to 750 words?

Can I explain in one sentence why the topic matters to non-academics? (Don’t answer “yes,” write out the sentence).

Does my first paragraph clearly: (1) identify the topic, (2) explain why it matters, (3) describe what is already known?

Select the first and final sentence of each paragraph, do those two sentences make sense? And do those eight to ten sentences from the paragraphs in the Introduction pull the reader in?

Know your audience

Can I write down three names of scholars that I would like to read the article?

Can I explain why I selected these three names?

Did I check if members of the editorial team have recently published on the topic of my paper?

Do I stay within the recommended word length of the journal?

If I exceed the word length, do I provide an explanation for why in the accompanying cover letter?

Did I check the latest editorials in the journal?

Did I check if there are relevant forthcoming articles published on the website already?

Do I refer to articles published in the journal to which I am submitting?

Did I read the journal’s style guide and prepare my manuscript accordingly?

Am I explicit about what is novel in my paper?

Did I perform a search in the journal to which I am submitting using the key terms in my manuscript?

Is each sentence in the entire manuscript no longer than two lines?

Do I limit the number of abbreviations and acronyms in my article?

If I use an abbreviation, do I explain it the first time I introduce it?

Are figures and diagrams comprehensible without reference to the written text?

Are my tables and figures logically numbered and put at the end of the manuscript, not embedded in the main text?

Write a clear abstract

Does the abstract tell the story in the manuscript?

Does the abstract give the topic, research question (motivation), theoretical approach, empirical setting (if relevant), findings, and why the study matters (contribution)?

In the abstract, if I replace the key construct of the manuscript with some other key construct, does the abstract no longer make sense?

Did I ask colleagues to read my abstract without them knowing the entire paper?

Distinguish between literature review and theory

Does the literature review clearly frame my research question in terms of prior research?

Is my literature review focused on work relevant to my specific research question, the key constructs, and chosen theoretical lens?

Do I identify a specific theory, define key constructs, and delineate relevant premises/assumptions?

Do all references used in the text refer to the statement made in that particular sentence? (In other words, do I make sure there are no ‘casual’ references?)

Spell out theoretical mechanisms

Do I rely on a well-defined theoretical model?

Do I present a compelling logic, e.g., line of reasoning, rather than rely on references to prior empirical works to support my hypotheses?

If I combine multiple theories, do I explain how the assumptions of these theories are compatible?

Do I rule out alternative explanations for the findings I report?

Do my hypotheses have a counterfactual? Put differently, can my hypotheses also not be true?

Do I avoid hypotheses that include more than one relationship?

Do I minimize the use of quotations to make my argument?

Isolate theoretical channels empirically

Are my hypotheses predicated on a theoretical argument? Alternatively: Do I make sure my hypotheses are not predicated on empirical findings (i.e., merely a retest with a different data set of prior empirical findings?)

Do my hypotheses constitute tests of theoretical (as opposed to empirical) relationships?

If I test for moderating/interaction effects, do I discuss the economic effect size of the total effect (e.g., plot the marginal effects in a graph)?

Do I address endogeneity?

Do I discuss how my methods and measures are suitable to test for the mechanisms I theorize?

Do I describe how I arrive at my sample?

Do I explain why my sample is appropriate for answering my research question and testing my hypotheses?

Do I provide a table with the characteristics of the observations and possible subsamples (e.g., countries, firms per country, number of teams, etc.)?

If my data are nested, do I control for the nested structured of my data, for example using multi-level methods?

If I use multi-level methods, do I provide the intra-class correlations?

Do I include a correlation table?

Is each empirical proxy I use in my analysis closely aligned with its respective abstract construct in my theoretical model?

Do I explain how a measure that was developed and used in other studies is appropriate for use in my study?

If I adapt existing measures to my study context, do I explicitly explain why and how?

If my dependent and independent variables are from the same survey instrument, do I address and mitigate common method variance?

Do I provide a list of variables I use in my analysis (e.g., in the appendix)?

Do I write down the names of the variables in full in the tables and figures?

Do I provide data sources for all variables (in the text and in the appendix)?

If I use AI tools to collect my data, am I transparent on the process and coding?

Do I include references to the data sources in the paper (main text, footnote, reference)?

Do I provide references of scholars who have used the same measures?

Do I provide a discussion of the economic effect size?

Do I explain novelty in a consistent manner in the abstract, introduction, and discussion sections?

Do I identify theoretical implications of my findings (being careful not to extrapolate beyond what the method and data allow)?

Do I identify practical implications of my findings, i.e., specific, actionable options?

If I read the practical implications independent of the rest of the manuscript, are they meaningful? (In other words, do I make sure my implications are not obvious/generic?)

Do I clearly describe what I can explain and what I cannot explain (sometimes referred to as ‘limitations’) of my study?

Miscellaneous

If I submitted this manuscript before to another journal and it was rejected after review, did I incorporate the comments provided?

Did I prepare a cover letter?

Do I have a possible conflict of interest (e.g., colleagues who have reviewed the manuscript before, or an editor with whom I am close friends, or an editor who has been my co-author)? If yes, am I transparent about that in my cover letter?

If my manuscript is based on data I used in other manuscripts (published or not), do I explain this in my cover letter?

If my manuscript is based on data I used in other manuscripts (published or not), can I explain the difference in theory and/or variables used?

If this paper is part of a series of studies on a related topic, do I make sure there is no textual overlap between this new manuscript and other ones?

Did I check if all in-text references are listed?

Are all references in the same style and format and does that format comply with journal’s requirements?

Do I acknowledge the limits of using AI tools in my efforts to speak to the audience I have in mind?

Am I transparent about how, when, and where I have used AI in my study (e.g., literature review or analytical tools)?

Journals differ in who they nominate to handle the desk-reject stage. Sometimes it is the Editor-in-Chief, sometimes the Managing Editor, and sometimes, like at this journal, desk rejects are handled by dedicated reviewing editors.

See https://www.palgrave.com/gp/journal/41267/authors/review-process

Section 3.3.5 of the Journals Code of Ethics of the Academy of International Business provides helpful examples of potential conflicts of interest between authors and an editor or reviewer: “(1) one of the Authors is at the same institution as the nominated Editor or Reviewer; (2) one of the Authors was a member of the Editor or Reviewer’s dissertation committee, or vice versa; or (3) one of the Authors, and the Editor or Reviewer, are currently Co‐Authors on another manuscript or have been Co‐Authors on a manuscript within the past three years.”

See https://www.palgrave.com/gp/journal/41267/authors/frequently-asked-questions for a sample originality matrix.

https://www.palgrave.com/gp/journal/41267/authors/editorial-policy

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Beugelsdijk, S., Bird, A. How to avoid a desk reject: do’s and don’ts. J Int Bus Stud (2024). https://doi.org/10.1057/s41267-024-00712-8

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Published : 17 June 2024

DOI : https://doi.org/10.1057/s41267-024-00712-8

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