Sources of Information

Primary Information - has been researched directly by an organisation for its own purpose, usually by observation, interview or questionnaire.

Strength

• Information gained first hand and should be correct for the purpose for which it has been gathered
• Information can be kept private
• Likely to be up to date
• Source of the information is known 

Weakness

• Market research cost may be high
• Research may be flawed
• Respondents may have lied
• Difficult and Time consuming
• May have researcher bias

Secondary Information - is gathered from published sources such as newspapers, textbooks, the Internet and magazines.

Strength

• Can be inexpensive and easy to access
• A wide variety of sources are…