Is new information that has been collected first, which usually refered to as called field research. The data could be collected by the firm itself or by a specialist research company.
The advantages of primary research is that it is reliable as it's been collected first hand, it helps to promote customer loyalty and see customer reactions in relations to the products the firm is offering, it can be cheap if done by yourself and no other company or firm will have the information making it exclusive to only your firm.
The disadvantages of primary data is that it is time consumer if done by yourself and can be expensive if it is done through a specialist corperation
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