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.

• May be very expensive because many people need to be confronted.
• By the time the research is complete it may be out of date.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 are used.

See also

• Secondary research
• Market research
• Marketing research
• Focus group