Primary Market reserach (field)
data collected by the entrepreneur, or paid to be collected, which does not already exist.
Secondary Market research data (desk)
data already in existence that has not been collected specifically for the purposes of the entrepreneur.
Advantages and disadvantages of primary research
you are collecting the data specific to what you need it for.
you know it is up to date
you know it is reliable as you know where you got it from
it can become expensive to run
it can be very time consuming
Advantages and disadvantages of secondary research
can save a lot of time and be a lot cheaper.