Sources of Information

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


  • 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 


  • 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.


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


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