What advantage does desk research typically offer?

Desk research offers significant advantages primarily in terms of cost-effectiveness and efficiency. It involves the compilation and analysis of existing data, such as reports, studies, articles, and statistical information, which can be accessed relatively quickly and at a lower cost compared to field research. Field research, on the other hand, often requires more resources, time, and expenses as it necessitates gathering new data directly from participants or conducting surveys and interviews.

By leveraging already available information, desk research can yield immediate insights without the logistical challenges associated with gathering new data, making it an appealing choice for businesses looking to save time and funds while still gaining valuable information to inform their decisions.