Types of marketing research

Desk research

Desk research involves the use of secondary data. this is information which already exists in some form. it may be existing business documents or other publications. some secondary data may be available from witin a business.

Field research

field research involves collecting primary data. this is information which does not already exist. in other words it has to collected by the researcher. field research can either be carried out by a firm itself or a market research agency.