Primary data is research collected firsthand by an organization and is usually more reliable than secondary data. There are five main methods for collecting primary data: observation, surveys, experiments, schedule method, and collecting data from local agents. Observation involves directly watching people, their actions, and situations. Surveys collect data through asking questions. Experiments test causal relationships by comparing groups with different treatments. The schedule method uses enumerators to collect data from uneducated or non-responsive informants. Local agents who know the local area can also provide reliable primary data.