Desk Research: It is method of collecting secondary data.
Field Research: It is method of collecting primary data.
Desk Research: It uses internal and external sources of data like company’s record, government publication etc.
Field Research: It uses survey, observation, experiment, consumer panel, shop audit etc. method of primary data collection.
Desk Research: It is an economical and time saving method of data collection.
Field Research: It is costly and time consuming method of data collection.
4. Nature of Data
Desk Research: It collects quantitative data.
Field Research: It collects qualitative data on consumer behaviour.
Desk Research: Data needs prior evaluation and verification before its application.
Field Research: Information is collected from primary and original source therefore it is more accurate, valid and reliable.
Desk Research: It is used in descriptive and exploratory research.
Field Research: It is used in experimental research.