Desk Research

As a market research professional you are involved in identifying and solving problems, pitching of proposals to various institutions and much more.

The first thing you are advised is to split your research into two different divisions, named as primary and secondary research. Primary research involves you getting down to the ground and analyzing the problem right from scratch. But on the other hand research done by gathering readily available information from sources like government records, print and digital media is called a secondary research, also known as Desk research. 

 So now a question arises, we do all the work from base to apex in a primary research and come up with possible insights and solutions, then why do we need a secondary research?

Secondary research helps us to have an early understanding of the market or the industry.The availability of data is in abundance, for example a government record would cover a larger spectrum of issues. The time involved in conducting this research is less and is also very cost efficient. Data collected from secondary research helps you identify the effectiveness of your primary research. But also, care should be taken to distinguish secondary research from primary that uses raw data sources. So if this method of research is filled with all these perks, does it mean that we can forgo primary research? The answer to that question is a big NO! Like a coin having two sides, the disadvantages are also to be taken into account. The data sometimes lacks consistency of perspective and becomes obnoxious, the biases and inaccuracy cannot be checked. Published statistics often raise more questions than they can answer.

After analysing this method of study briefly, imagine if a business study is given the form of a human being, then the major organs would represent Primary Research. Desk Research will be a representation of the Legs and Vertebra column which helps the entire body to stand firmly. It acts as a morale support to the entire study. It is like a sign board that directs you to the correct destination.

John Richard

PGP MR 2015-16

john.richard@northpointindia.com

The Life Of A Northpointer

   The first time I heard the name of the institute- Northpoint Centre Of Learning, it was during the course of my Nielsen Immersion Program at the Nielsen Office, Gurgaon. It did not occur to me even once that I would go forward and join this course, but after knowing more and more about the institute, the structure of the course, the industry professionals who come and share their knowledge, my first thought faded away soon and I joined the course with the hope of honing my skills and imbibing many new ones during my stay here. It was a spontaneous step, but an important one.

 

 Coming as a fresher from schools and colleges which taught  the principles of rote learning, Northpoint was a pleasant and welcome change. The market research course which is conducted by Northpoint in alliance with AC Nielsen, India, is informative and gives the students a chance to gain insights into the ever-changing consumer behavior in the country.

Initially, I found it different and a little tough, after all I had come from a place where papers were graded and not my performance in a team. It took me a while to realize that this is how the corporate world will test me and it is a great opportunity for me to prepare myself for that.

The campus of Northpoint is something that I cannot miss to mention, amidst the beauty of hills and isolated from the humdrum of the city, the environment gives us a chance to cut the cord from the world and invest this time in ourselves. The clubhouse and council activities occupy our time when we are away from our sessions. There is enough room in the campus to find a quiet corner to read with a hot cup of coffee, which is probably my favorite activity whenever I get the chance to do so.

However, it is very important to not get lost among all the activities here and stay put towards self development, because this is what is the USP of the course. There is a lot that we can extract from the professional faculty here, in terms of how a business works and what are the steps in its development while investing in our own self. Gladly, I have noticed improvement in the way I present myself and the my knowledge quotient about the industry.

Today, after almost three months of joining the program, I am glad to have taken this step. This course is steering me into the right direction. As luck favors us, we have two great mentors at the campus whom we see as father-figures. Not only the faculty but also our mentors play a great role in carving our personalities.

My journey with Northpoint has been very interesting as yet and I hope it takes me places!

Srishti Bhatia

PGP MR 2015-16

srishti.bhatia@northpointindia.com