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<p>Why is it more difficult to do marketing research in multicountry settings?</p>
Desk research also known as secondary research is used to provide guideline and scope to primary research in conducting international marketing research.
As desk research involves the collection of second hand data, sources of information should be evaluated for validity and up-to-dateness.
In essence sources of secondary data could be evaluated by referencing into the source's professionalism and ethical status; what is the body? How reliable is the body? What is the membership status of the body? what is the qualification of members involved into the data collection, how old is the source to determine experience status
Desk research is Secondary research and for any research it is worthfull and very effective and timing saving . . . so far be sure data must not be old or irrelevent and it serve the requirements of research
