Primary research consists in research to collect original primary data. It is often undertaken after the researcher has gained some insight into the issue by collecting secondary data. This can be through numerous forms, including questionnaires, direct observation and telephone interviews amongst others.
The term primary research is widely used in academic research, market research

Market research

Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...

 and competitive intelligence

Competitive intelligence

A broad definition of competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization.Key...

.

There are advantages and disadvantages to primary research.

Advantages:

• 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.