Primary data is first-hand data collected directly from sources like customers via surveys and interviews. Though costly to obtain, it is very useful for marketing research. Secondary data has already been collected so it is readily available at low cost, but is less reliable than primary data. Sources of both primary and secondary data include salespeople, dealers, consumers, press releases, government reports, and private industry organizations.

1. Primary & Secondary Data
Marketing Research

2. Primary Data
Is the first hand
collected data
It is collected by
the interviewer
via mails, survey,
interviews etc
The cost of such
data is high but
it’s very useful
for Marketing
research

3. Sources of Primary Data
Salesman
They are regular
touch with the
customer & they
have useful facts
such as taste,
preference of the
consumers
Dealers
The head of the
marketing are in
touch with the
dealers and hence
they can get
information like
acceptability of
their product &
even the
competitors
product.
Consumers
They are the most
useful source. As
all the products are
made for their
satisfaction.
Marketing manager
can also compare
the information
provided by the
salesman & dealers
through
consumers.

4. Secondary Data
Is that data
which has been
previously
collected
Is easily
available & at
low cost
But it’s not as
reliable as
Primary date

5. Sources of Secondary Data
Press
One can collect
important
information about
the business
changes from the
press
Government
Both national &
foreign government
publish useful
information
Private Ins.
Institutions like
Chambers of
commerce, FICCI
also provide useful
information