TM10 - Primary Methods 

Introduction

Primary research methods are techniques used to collect original, first-hand data directly from individuals or groups, tailored to address specific research questions. Unlike secondary methods, which rely on pre-existing data, primary methods involve the direct interaction between the researcher and the subject, providing fresh insights into social behaviours, attitudes, and phenomena. There are four main groups of Primary method: 

  • Interviews 

  • Observations 

  • Questionnaires 

  • Experiments 

QUESTIONNIARES 

OPEN QUESTIONS 

WEB BASED QUESTIONNIARES 

CLOSED QUESTIONS

POSTAL QUESTIONNIARES

INTERVIEWS  

STRUCTURED INTERVIEWS

UNSTRUCTURED INTERVIEW 

SEMI-STRUCTURED INTERVIEW

GROUP INTERVIEWS

OBSERVATIONS 

COVERT OBSERVATION 

PARTICIPANT OBSERVATION 

OVERT OBSERVATION 

NON PARTICIPANT  OBSERVATION 

EXPERIMENTS  

LABRATORY 

FIELD 

EVALUATION OF PRIMARY METHODS

Strengths 

 

  • First hand Data Collection
    Primary research involves collecting data directly from the source, ensuring that the information is current, specific, and directly relevant to the research objectives. This makes it highly reliable and tailored to the researcher’s needs.

  • Control Over Research Design
    Researchers have full control over the methodology, including the sample size, data collection techniques, and questions asked. This ensures the data aligns closely with the research aims.

  • Flexibility
    Primary research allows for adjustments during the process, such as refining questions or altering the focus based on preliminary findings. This adaptability can lead to richer insights.

  • Originality
    The data gathered is unique to the study and has not been influenced or interpreted by others, reducing the risk of bias associated with secondary sources.

  • Contextual Understanding
    Engaging directly with participants provides deeper insights into their perspectives, behaviours, and experiences, adding qualitative richness to the data.


 

Limitations

 

  • Time-Consuming
    Designing, conducting, and analysing primary research can be a lengthy process. From recruiting participants to collecting and processing data, it often requires significant time investment.

  • Costly
    Depending on the methods used, primary research can be expensive. Surveys, interviews, and experiments may require funding for materials, technology, or participant incentives.

  • Potential for Bias
    The researcher’s involvement in data collection can introduce bias, whether consciously or unconsciously, affecting the reliability of the results.

  • Limited Scope
    Due to constraints such as time, budget, and access to participants, primary research may focus on smaller samples, reducing the generalizability of findings.

  • Ethical Considerations
    Collecting primary data involves obtaining informed consent, ensuring participant confidentiality, and adhering to ethical guidelines, which can complicate the process.

  • Expertise Required
    Designing effective research methods, interpreting data, and drawing valid conclusions require a high level of skill and knowledge, which not all researchers may possess.