Primary research

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Primary research (also called field research) involves the collection of data that does not already exist. This can be through numerous forms, including questionnaires and telephone interviews amongst others.

The term is widely used in market research and competitive intelligence

  • Could be very expensive because many people need to be confronted.
  • Take too long and by the time the research is complete may be out of date.
  • People may have to be employed or avoid their primary duties for the duration of the research.
  • People may not reply if emails or letters used.

See also