Qualitative research

The goal of qualitative research is to gain in-depth insights into the experiences, attitudes, and behaviors of individuals, and to understand the meaning and context behind those experiences, attitudes, and behaviors.

Qualitative research is often used to study small groups of people, and is typically designed to be subjective, open-ended, and flexible. Some of the key advantages of qualitative research include that it provides rich and detailed insights, allows for the exploration of complex issues, and can be used to generate hypotheses for further research.

However, one of the key limitations of qualitative research is that it is not always efficient, and the data collected may not be representative of a larger population. As a result, it is often used in conjunction with quantitative research, which involves the collection and analysis of numerical data.

Desk research

Desk research, also known as secondary research, involves the collection and analysis of data that has already been published or compiled by others. Desk research is typically based on the review of existing sources of information, such as published research studies, government statistics, and industry reports.

The goal of desk research is to gather data that can inform business decisions, and to provide a broad overview of a particular topic or market. Some of the key advantages of desk research include that it is generally quick, cost-effective, and requires minimal effort to collect the data.

However, one of the key limitations of desk research is that it is based on data that has already been published, and may not be current or relevant to the research objectives. In addition, desk research may not provide in-depth insights into specific issues or phenomena, and may not be representative of a larger population.