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Compare field research with desk research. - Scottish Highers Business Management - Question 3 (a) - 2022
Question 3 (a)
Compare field research with desk research.
Worked Solution & Example Answer:Compare field research with desk research. - Scottish Highers Business Management - Question 3 (a) - 2022
Step 1
Field research
Answer
Field research involves gathering new information directly from the source. It is appropriate for specific research questions, ensuring relevance to the context being studied. However, this method can be expensive due to the costs associated with data collection, such as travel, equipment, and labor. Additionally, it may take time to prepare and conduct, thus potentially prolonging the research process.
Step 2
Desk research
Answer
Desk research, on the other hand, is focused on analyzing existing information that has already been gathered. While it is usually quicker and less expensive to conduct, it may not be as specific to the current information needs. This method can also be less thorough because it relies on secondary data, which may not always match the specific requirements of the research. However, both methods allow an organization to understand what customers want, as they are integral forms of market research.
Step 3
Comparison
Answer
Both field and desk research are essential forms of market research. Field research emphasizes gathering new and relevant data, whereas desk research utilizes existing data. Each method has its strengths and weaknesses, and often, a combination of both approaches yields the best results.