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• not always recent
• not always specific
• may get ‘false’ results as lack of control over the data
information is up to date
• it belongs to the business, so they don’t need to share to with competitors
• expensive to collect
• it can take all long time to process information
• if researcher makes a mistake it’s hard to tell as there is nothing to compare to with
• not expensive
• data has been collected personally to its relevant to the research
• sample size can be selected by the researcher
• research has full control of how and where they collect information from
• easily accessible
• immediately available
• provides good background information

Primary and Secondary Research
Instructions | More on the Hexagons Approach

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