ABSTRACT
Secondary desk research is an important part of the researcher’s armoury. In
the last unit, we saw that the key goal of marketing research is to provide
effective solutions efficiently. The use of desk research can ensure this. In
the planning process, it precedes primary work. This is because it generally
can be acquired at lower cost and can be obtained far more quickly. The key
thing for the researcher is knowing where and how to look, and how to judge
the quality of this work. In the IT age, there are a vast range of sources
available to the researcher; some are more reliable than others.
