Fact-based ux: desk research

I had a dream. In this dream all the information was factual.

All the information contained in this post is properly referenced and more
details about the sources are presented at the end.

Types of Research: Primary and Secondary

There are two types of research activity: primary research and secondary research (HENRIQUES et al. 2022).

What is Primary Research

In primary research, the analyst is responsible for the design of the research, the collection of the data, and the analysis and summary of the information (STEWART and KAMINS, 1992). That is, primary research is information gathered firsthand. Common examples of primary research information-gathering techniques include personal interviews, surveys, and focus groups (HOLZ-CLAUSE, 2018).

What is Desk Research (or Secondary Research)

Desk Research, or secondary research, consists of searching for research already conducted by other professionals and that is publicly available for consultation, both in the form of theses and academic articles, as well as aggregated or disaggregated databases. Disaggregated data does not present any type of analysis or combination, such as a table received after an applied form. While aggregated data has been transformed through counts, frequencies, crossovers, and is amenable to interpretation or graphing (HENRIQUES et al. 2022).

Unfortunately, the term secondary has been chosen to refer to existing data. This term does not imply the importance of the information, only that it is being used for research beyond the specific informational need that prompted the original gathering of the data. All primary research may ultimately become someone else’s secondary source (STEWART and KAMINS, 1992).

Why and When use Desk Research

Secondary research should be a standard first step in any rigorous research practice, but it’s also often cost-effective in more casual settings. Whether it’s starting a new project, joining an existing one, or planning a primary research effort for the team, it is always recommended to start with a broad overview of the field and existing resources. That would allow to synthesize findings and uncover areas where more research is needed (AZAROVA, 2020).

That is, before carrying out a field visit, developing a prototype, running a usability test, or embarking on any project that will be to be user-centered, it makes sense to see what people have done in the past that relates to the product domain (TRAVIS and HODGSON, 2019).

“In academia, this first step, called a literature review, is performed multiple times and plays a critical role in the process, directing research and its role in the world.” — Teisanu Tudor (HENRIQUES et al. 2022)

Because secondary data have value, they can be bought and sold like other products. While Fortune 500 corporations may purchase documents and computerized census data directly from the government, small companies can get census data directly from a library or another intermediary or vendor of secondary information (ZIKMUND and BABIN, 2010, p. 134).

For companies, the practice of desk research is especially valuable in the product discovery phase, when they seek to better understand the market, learn about existing products, profiles of potential users, among other information that is generally not accessible because the discovery process is still being started (HENRIQUES et al. 2022).

Advantages of Secondary Information

Secondary information has some distinctive advantages over primary data collection efforts. The most significant are related to time and cost. In general, it is less expensive to use secondary data than it is to conduct a primary research investigation. When answers to questions are required quickly, the only practical alternative is to consult secondary sources. If stringent budget and time constraints are imposed on primary research, secondary research may provide higher quality than could be obtained with a new research project (STEWART and KAMINS, 1992). Consequently, if it provides an answer to the problem, this will save time and effort (HOUSDEN, 2007. p. 98).

In addition to secondary sources providing a useful starting point for additional research by suggesting problem formulations, research hypotheses, and research methods, it may also provide a useful comparative tool. New data may be compared to existing data for the purpose of examining differences or trends. They also may provide a basis for determining whether the latest information is representative of a population, as in the case of sampling. Comparison of the demographic characteristics of a sample to those of the larger population may reveal how representative the sample is of the larger population (STEWART and KAMINS, 1992).

Disadvantages of Secondary Information

The fact that secondary data was collected originally for a particular purpose may produce other problems. Category definitions, particular measures, or treatment effects may not be the most appropriate for the purpose at hand. Seldom is secondary data available at the individual observation level. This means that the data are aggregated in some form, and the unit of aggregation may be inappropriate for a particular purpose. Finally, secondary data are, by definition, old data. Thus, the data may not be particularly timely for some purposes (STEWART and KAMINS, 1992).

Advantages and Disadvantages: Summary

Source: Adapted from (JUGENHEIMER et al. 2015, p. 31)

The Structure of Desk Research

A plan is needed if the search for published data is to be efficient (HARRISON et al. 2016). A good plan should include time management targets that encourage realistic goals for the research project completion (LARGAN and MORRIS, 2019). The desk research plan should also include a timetable, because how long should be spent on the research part of the project will depend on the breadth of the information sought, the type of data, and the resources to be used.

The source of any data should always be recorded, so that its accuracy can be both evaluated and, if necessary, retraced. In long projects and repeat work, this will provide useful shortcuts to the most valuable sources and ensure that the same obstacles or questions are avoided. Information needs not only collection but also evaluation, that’s why it is recommended to be cross-checked by using two or three sources, if possible, to avoid any anomalies. The evaluation also includes its integration into a meaningful whole. Looking for linkages and patterns can and should be part of the desk research process, with initial material often pointing to other sources and subjects (HARRISON et al. 2016).

Evaluating Secondary Data

When looking for published research reports, the following questions should be considered:

• Who published the data? Was it a national government? Was it a trade association? What is the nature of the organization? Is the publisher of the data the same as the organization that collected the data?
• For what purpose? Is the study designed to sell a service? Is it designed to counter negative publicity? Is it designed to generate publicity?
• When was the data gathered? Is it relevant?
• How was the data collected? Was the data capture mechanism reliable? Was it a self-selecting sample?
• Who collected the data? Are they independent? Are they trained? Are they members of a professional body? What sample was used?
• How reliable is the data?
• Is raw data presented?
• Is it possible to replicate the study? Is the methodology included? Can the data be assessed for accuracy?
• Is the data comparable?

(HOUSDEN, 2007, p. 99)

Internal and External Sources

Secondary data involves two main sources, internal and external, which:

Internal Data Sources

Data available within the company (GOFTON and NESS, 1997). This information could be in sales reports, sales statistics, or in a customer-relationship management system (CRM), and one of the most important sources of data within a company is the customer database (which could be extended to include potential customers) (HAGUE, 2021).

External Data Sources

information published by other researchers or by other institutions or agencies, accessible in a range of forms (GOFTON and NESS, 1997). After the expansion of electronic media and the internet, the availability of secondary data has become easier. Example of sources:

• Published Printed Sources: The credibility of various published printed sources can vary depending on a multitude of factors, such as the author, the publishing company, and the date and time that it was released. Newer sources are preferred as recent technologies and research can produce current information.
• Books: Books are available today on any topic that needs to be researched. Books provide insight into how much work has already been done on the same topic and, with that, the literature review can be prepared. Books are considered one of the most authentic sources in secondary research.
• Journals/Periodicals: Journals and periodicals can provide up-to-date information, which at times books cannot, and yield information on the specific topic on which is being researched.
• Magazines/Newspapers: Magazines are effective but can be considered not very reliable. Newspapers, on the other hand, are more reliable and in some cases, the information can only be obtained from newspapers, as in the example of political studies.
• Published Eletronic Sources: The advent of the internet made sources of information once not available to everyone, such as books and journals, become more accessible and reachable. It has been seen that much information that is not available in printed form is available on the internet nowadays. Both free and paid sources are available.
• E-journals: E-journals are becoming more commonly available than printed journals. Some can be accessed only through a subscription.
• Government Records: Government records are especially important for marketing, management, humanities, and social science research, as is can provide information such as Census Data/population statistics, health records, and educational institutes records.
• Etc.

(DADHE, 2016).

Source: Adapted from (GOFTON and NESS, 1997, p. 76).

Who Should Make Desk Research

Completing a research project requires being able to work in a logical and structured way. Before beginning the study is recommended to reflect on the skills already acquired and the skills required (LARGAN and MORRIS, 2019).

The acronym CLEAR is used to illustrate the skills acquired or needed:

• Clear: check that the decisions are well-defined and communicated in a straightforward manner to the reader.
• Logical: Ensure the work and actions flow sensibly and reflect an organized flow of decisions and ideas.
• Enquiring: does the work investigate and seek new insight?
• Appraising: has a systematic approach that checks for credibility and validity been employed?
• Rational: are the points fully justified and well-reasoned?

Source: Adapted from (LARGAN and MORRIS, 2019)

An experienced desk researcher can extract data from a variety of sources to answer the research objectives (HAGUE, 2021, p. 49). So, establishing a good relationship with the supervisor or mentor and seeking guidance on all aspects of the research process is always recommended (LARGAN and MORRIS, 2019). This includes visits to general and specialist libraries. Efficient ways to contact someone include e-mail, phone, and in-person. Consider, however, that this is not intended to be a qualitative-depth interview or a fully structured questionnaire; rather, it consists of the search for facts or sources for other facts. Paradoxically, direct contact with experienced individuals in a particular field comes from published sources. Existing sources can be used to identify potential contacts and experts, which can generate more fruitful sources (BRADLEY, 2013, p. 90).

Conclusion

There are two types of research activity: primary research and secondary research (HENRIQUES et al. 2022). Primary research consists of information gathered firsthand. Examples of primary research include personal interviews, surveys, and focus groups (HOLZ-CLAUSE, 2018). Desk research, or secondary research, is the process of searching for research that already has been conducted (HENRIQUES et al. 2022).

Desk research should be a standard first step in any rigorous practice and it is recommended because it provides a broad overview of the field and existing resources (AZAROVA, 2020). Desk research will often change the shape of the research by changing the research question or suggesting a different methodological approach (WILLIAMS, 2002, p. 175). Some of its advantages include time and cost, as it is less expensive to use secondary data than it is to conduct a primary research investigation. Although, some disadvantages must be considered, such as the fact that the secondary data was collected for a particular purpose and may not be the most suitable for the purpose at hand (STEWART and KAMINS, 1992).

Secondary data involves two main sources: internal, which consists of data available within the company; and external, that are information published by other researchers or by other institutions or agencies (GOFTON and NESS, 1997). Secondary analysis is a powerful research technique, and a great amount of data is available for this kind of analysis. One of the most important factors consists of identifying the most appropriate datasets (MOORE, 2006, p. 111).

References

AZAROVA, M. Secondary Research in UX. 2020.

BRADLEY, N. Marketing Research: Tools and Techniques. 3. ed. OUP Oxford, 2013. 527 p. ISBN 9780199655090.

DADHE, D. Research Methodology. Dr. Archana Dadhe, 2016. 233 p. ISBN 9781370205608.

GOFTON, L.; NESS, M. Business Market Research. Kogan Page, 1997. 165 p. ISBN: 9780749419844.

HAGUE, P. Market Research in Practice: An Introduction to Gaining Greater Market Insight. Kogan Page, 2021. 392 p. ISBN 9781398602830.

HARRISON, M. et al. Market Research in Practice: An Introduction to Gaining Greater Market Insight. Kogan Page, 2016. 400 p. ISBN 9780749475864.

HENRIQUES, C.; IGNÁCIO, E.; PILAR, D. UX Research com sotaque brasileiro: Ou sobre como fazer pesquisas com usuários no Brasil sem apegos acadêmicos ou erros do mercado. Casa do Código, 2022. 432 p. ISBN 978–85–5519–319–4.

HOLZ-CLAUSE, M. Conducting Market Research. 2018.

HOUSDEN, M. Marketing Research and Information. Elsevier Science & Technology Books, 2007. 379 p. ISBN 9780750685535.

JUGENHEIMER, D. W. et al. Advertising and Public Relations Research. 2. ed. Routledge, 2015. 384 p. ISBN 9781315716565.

LARGAN, C.; MORRIS, T. Qualitative Secondary Research: A Step-By-Step Guide. SAGE Publications Ltd, 2019. 368 p. ISBN 9781526480231.

STEWART, D. W.; KAMINS, M. A. Secondary Research: Information Sources and Methods. 2. ed. SAGE Publications, Inc, 1992. 168 p. ISBN 9780803950375.

TRAVIS, D.; HODGSON, P. Think Like a UX Researcher: How to Observe Users, Influence Design, and Shape Business Strategy. CRC Press, 2019. 294 p. ISBN 1138365297.

ZIKMUND, W. G.; BABIN, B. J. Essentials of Marketing Research. 4. ed. South-Western Cengage Learning, 2010. 457 p. ISBN 0–324–59375–9.

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