Field Research (Primary Research) is doing your own research:
1. Useful for finding our new information, and getting customers views on your products,
2. Questionnaires, telephone surveys, product testing and working with consumer groups are all methods of Field Research.
A: Up to date, relevant, specific to your products.
D: Expensive to collect, time consuming, needs large sample size to be accurate.
Desk Research (Secondary Research) is looking at other people's work.
Useful for looking at whole market, and analysing past trends to predict the future.
A: Cheaper then field research, data is easily found and instantly available.
D: Not always relevant to your needs, not specifically to your products, could be out of date.
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