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.
- 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- Take too long and by the time the research is complete may be out of date.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.