There are three main types of data for research: primary data, secondary data, and qualitative data. Primary data involves directly collecting information through surveys or questionnaires, but it requires conducting the research yourself. Secondary data analyzes previously collected data, which is quicker and easier to access for free, but the information may not be tailored to your needs or accurate. Qualitative data describes characteristics through flexible interviews with small samples, allowing for depth, but the findings cannot be generalized to larger audiences. Quantitative data involves statistically valid surveys to generalize results to populations, but has limitations in probing answers and potential response biases.

1. Types of data and research.
Primary Data- when you collect the information required yourself through
things such as surveys and questionnaires..
Pros Cons
You can get what you want e.g. surveys or
questionnaires.
Have to the research
yourself.
Easy to do. Large scale of research
can be time consuming.
Quick and easy for small sample. May not get accurate
results of what you
want.
You can get specific answers to what you are researching. Could cost lots.
Secondary Data- Secondary data analysis saves time that would otherwise
be spent collecting data and, particularly in the case of quantitative data, provides
larger and higher-quality databases that would be unfeasible for any individual
researcher to collect on their own. In addition, analysts of social and economic
change consider secondary data essential, since it is impossible to conduct a new
survey that can adequately capture past change and/or developments.
Pros Cons
You don’t have to do it yourself. May not have all the research you want.
Very Quick. Might not all be correct?
Free of charge. Information may be biased.
Very easy to access. It may have been tampered with or not
proof read by another client/peer.
Qualitative Data- Data that approximates or characterizes but
does not measure the attributes, characteristics, properties, etc., of
a thing or phenomenon. Qualitative data describes whereas
quantitative data defines.
Pros Cons
Offers flexibility as far as locations and
timing, as you don’t need to interview a
large number of people at once.
Cannot quantify how many of your
audience answer one way or another

2. Explore topics in more depth and detail
than quantitative research
Cannot generalize your findings to your
broader audience or the public in general.
Often qualitative research is less
expensive than quantitative research,
because you don’t need to recruit as
many participants or use extensive
methods
Quantitative Data-
Pros Cons
When the survey involves a statistically
valid random sample, the results from
the sample can be generalized to the
entire population if the response rate is
high enough
They have a limited ability to probe
answers
When the survey involves a convenience
sample data can be collected and
analysed fairly quickly
People who are willing to respond may
share characteristics that don’t apply to
the audience as a whole, creating a
potential bias
Like qualitative research methods,
surveys can be used as prototypes
They can be very costly.