Which of the following actions would be considered desk research?

Desk research, also known as secondary research, involves the collection and analysis of existing data rather than gathering new data directly from the source. Analyzing existing market reports and studies fits this definition perfectly as it relies on previously collected information and insights that have been published by other researchers or organizations. This method is often more time-efficient and cost-effective than primary research since it leverages work that has already been done.

In contrast, conducting a survey of customer satisfaction, conducting focus groups for new product ideas, and asking customers directly about their preferences involve collecting new data directly from participants. These activities fall under primary research methods, which focus on obtaining firsthand information specific to a particular research question or marketing issue. Each of these actions entails direct interaction with consumers or potential consumers, aiming for fresh insights specific to a particular context or need.