Primary Research

Primary research consists ofresearch to collect original data. It is often undertaken after the researcher has gained some insight into the issue by collecting secondary data. This can be through numerous forms, including questionnaires, direct observation and telephone interviews amongst others.

There are advantages and disadvantages to primary research.

Advantages:

1. Addresses specific research issues as the researcher controls the search design to fit their needs
2. Great control; not only does primary research enable the marketer to focus on specific subjects, it also enables the researcher to have a higher control over how the information is collected. Taking this into account, the researcher can decide on such requirements as size of project, timeframe and goal.

Disadvantages:

1. Compared to secondary research, primary data may be very expensive in preparing and carrying out the research. Costs can be incurred in producing the paper for questionnaires or the equipment for an experiment of some sort.
2. In order to be done properly, primary data collection requires the development and execution of a research plan. It takes longer to undertake primary research than to acquire secondary data.
3. Some research projects, while potentially offering information that could prove quite valuable, may not be within the reach of a researcher.
4. By the time the research is complete it may be out of date.
5. Low response rate has to be expected.

Here is an example of a primary research questionnaire that had the specific purpose of identifying the favourite media products of a group of college students;
Media Survey