This due to the full control the researcher has in obtaining the data, and the data collected is in relation to the researcher’s specific needs. For instance, the researcher can decide on the size of their respondents and the data obtained can be analyzed based on the researcher’s needs rather than relying on secondary research that has been interpreted by somebody else in a different way. Primary data is also often unbiased and more objective since it is obtained directly from the field as first-hand information. Since primary data involves methods such as surveys and interviewing, this allows the full participation of respondents, from which their feelings, opinions and perceptions towards the matter can be easily understood. Despite the many things associated with primary research which make it more valid and reliable, some of the weaknesses of this research methodology can affect the data’s overall validity and reliability. Data gained through primary means such as surveys and interviews can be inaccurate due to the respondents not being honest enough or not giving the full information as is expected by the researcher. In order for primary research to be a adequately valid and reliable, a lot of time and resources is required which is not easy. In such a case, lacking in time and resources may result in the achieved results being unreliable and
This due to the full control the researcher has in obtaining the data, and the data collected is in relation to the researcher’s specific needs. For instance, the researcher can decide on the size of their respondents and the data obtained can be analyzed based on the researcher’s needs rather than relying on secondary research that has been interpreted by somebody else in a different way. Primary data is also often unbiased and more objective since it is obtained directly from the field as first-hand information. Since primary data involves methods such as surveys and interviewing, this allows the full participation of respondents, from which their feelings, opinions and perceptions towards the matter can be easily understood. Despite the many things associated with primary research which make it more valid and reliable, some of the weaknesses of this research methodology can affect the data’s overall validity and reliability. Data gained through primary means such as surveys and interviews can be inaccurate due to the respondents not being honest enough or not giving the full information as is expected by the researcher. In order for primary research to be a adequately valid and reliable, a lot of time and resources is required which is not easy. In such a case, lacking in time and resources may result in the achieved results being unreliable and