What type of research does "desk research" refer to?

Desk research refers to the process of gathering and analyzing existing data rather than collecting new data through direct methods such as surveys or interviews. By utilizing already published information, desk research can include a variety of sources, such as industry reports, academic papers, market studies, government publications, and online databases. This type of research is often more cost-effective and quicker to conduct, allowing marketers to gain valuable insights without the time and resource investment required for primary research.

This approach is particularly beneficial when organizations need to quickly understand market conditions, trends, or consumer behavior based on previously collected data. It serves as a foundational step that can help identify gaps in knowledge or areas that may require further exploration through primary research methods.