advantages of primary research

1) Expensive: Primary research involves a great deal of cost. The marketer has to bear the cost of hiring the personnel to carry out the research, purchasing the necessary supplies and hiring professional expertise if needed. 2) Time consuming: It often takes a considerable amount of time to conduct primary research since the researcher has to collect the data from the source. 3) Unreliable sources: Primary research involves direct contact with the source, which often results in unreliable data. The source may not be entirely honest about the information provided, which can lead to inaccurate data. 4) Limited scope: Depending on the scope of the research, primary research may not give a complete picture of the phenomenon under investigation. This can lead to inaccurate or incomplete results.