Which advantage is associated with primary research?

The advantage associated with primary research is that it provides up-to-date and specific information. Primary research involves gathering data directly from the source, which may include conducting surveys, interviews, or observations tailored to meet specific research objectives. This means that the information acquired is current and directly relevant to the research question or hypothesis being studied.

Since primary research is collected firsthand, it addresses specific needs that secondary research—which relies on existing data—may not effectively cover. While secondary research can offer broader insights by analyzing pre-existing studies and data, it can become outdated, and those findings may not specifically align with the current context of the research topic. Therefore, the timeliness and specificity of data gathered through primary research are critical advantages that make it particularly valuable in comprehensive marketing research.