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Research
DESK RESEARCHES
Desk researches are a type of marketing researches and consist in accumulation and analysis of secondary information from various sources.
Secondary information means data that are not created during a research (basic data), and are a result of other researches or assessments. Data analysis may include market indicators comparison, modelling, forecasting, depending on the objective of a research.
Desk researches provide for achievement of the following market assessment objectives
- Market volume and structure identification
- Identification of unoccupied product niches
- Analysis of current market trends
- Market development forecasting.
A separate module is analysis of company’s own efficiency
- Product portfolio structure
- Sales structure
- Pricing methods and structure
- Stock in storage.
Desk research advantages
- Research results give a perceptual idea of the market condition as complex information gathered from various sources is used
- It provides for assessment of indicators that are not always possible to measure with questionnaire
- It allows assessing indicator dynamics
- A research serves as a basis for market dynamics forecast
- As a rule, desk researches are less expensive than field ones.
Sources of information for desk researches
- Date on competitors taken from free sources, including mass media, annual accounts, and specialists’ comments
- Governmental publications and materials, development programs, data on budgets and state expenditures
- Reports prepared by research agencies on research results, consumers’ behaviour data, and syndicated research data
- Expert opinions
- Regulatory framework
- Company’s databases
- Data furnished by state statistical agencies
- Industry association data.
Desk researches may be both an independent method and a preliminary stage for field researches in order to enhance the efficiency of the latter (in order to avoid accumulation of data that can be obtained by a less expensive means).
Why EMAS Research is better for desk researches
- One of the best staff of analysts in Central and Eastern Europe
- Extensive experience in working with international and local clients
- Regional specialization: working in Central and Eastern Europe, we are aware of the peculiarities of information systems of the region
- International status of the company ensures high quality standards
- Authorial market analysis and forecasting models that proved their efficiency during economic cataclysms.
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