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…