Primary research consists of collecting original data and gives the researcher control over the research design to focus on specific issues. It has advantages like addressing custom research questions and high control over data collection but is more expensive and time-consuming than secondary research due to costs of equipment, developing a research plan, and potential low response rates. Primary research may also become outdated by the time it is completed.

1. Primary research!
Primary research;consists of a collection of original primary data.
It is often undertaken after the researcher has gained some
insight into the issue by reviewing secondary research or by
analyzing previously collected primary data
Advantages;
Researcher can focus on both qualitative and quantitative
issues.
Addresses specific research issues as the researcher
controls the search design to fit their needs
Great control; not only does primary research enable the
marketer to focus on specific subjects, it also enables the
researcher to have a higher control over how the information
is collected. Taking this into account, the researcher can
decide on such requirements as size of project, time frame
and goal.
Disadvantages;
Compared to secondary research]
primary data may be very
expensive in preparing and carrying out the research. Costs
can be incurred in producing the paper for questionnaires or
the equipment for an experiment of some sort.
In order to be done properly, primary data collection
requires the development and execution of a research plan.
It takes longer to undertake primary research than to
acquire secondary data.
Some research projects, while potentially offering
information that could prove quite valuable, may not be
within the reach of a researcher.
By the time the research is complete it may be out of date.
Low response rate has to be expected.