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What is Primary Data? + [Examples &

Collection Methods]

By Formplus Blog  | Last updated: Jul 27    |     12 min read

Home / Data Collection

/ What is Primary Data? + [Examples & Collection Methods]

One of the major elements and basis of statistical research is data

collection, where the most basic data that can be collected in this
process is primary data. In other words, we can say that data is the
basis of all statistical operations and primary data is the simplest of all
data.

Primary data is one of the 2 main types of data, with the second one
being secondary data. These 2 data types have important uses in
research, but in this article, we will be considering the primary data
type.

We will introduce you to what primary data is, examples, and the
various techniques of collecting primary data.

What is Primary Data? 

Primary data is a type of data that is collected by researchers directly
from main sources through interviews, surveys, experiments, etc.
Primary data are usually collected from the source—where the data
originally originates from and are regarded as the best kind of data in
research.

The sources of primary data are usually chosen and tailored specifically
to meet the demands or requirements of particular research. Also,
before choosing a data collection source, things like the aim of the
research and target population need to be identified.

For example, when doing a market survey, the goal of the survey and
the sample population need to be identified first. This is what will
determine what data collection source will be most suitable—an offline
survey will be more suitable for a population living in remote areas
without an internet connection compared to online surveys.

Examples of Primary Data

Market Research

This is an important aspect of business strategy that involves the

process of gathering information about the target market and
customers. The data gathered during market research is primary as it is
tailored specifically to meet the business needs.

An organization doing market research about a new product (say

phone) they are about to release will need to collect data like
purchasing power, feature preferences, daily phone usage, etc. from the
target market. The data from past surveys are not used because the
product differs.

Student Thesis

When conducting academic research or a thesis experiment, students

collect data from the primary source. The kind of data collected during
this process may vary according to the kind of research being
performed—lab experiments, statistical data gathering, etc.

For example, a student carrying out a research project to find out the
effect of daily intake of fruit juice on an individual’s weight will need
to take a sample population of 2 or more people, feed them with fruit
juice daily and record the changes in their weight. The data gathered
throughout this process is primary.

Trauma Survivors

Although people react differently to trauma, there is usually a trait

common to people who have gone through the same kind of trauma.
The research aimed at finding out how victims of sexual abuse
overcame the traumatic experience will include interviewing the
survivors, sending them surveys, or any other primary source of data
collection.

Experiences differ and every situation is unique. Therefore, using

secondary data may not be the best option in this case.

Primary Data Collection Methods

Primary data collection methods are different ways in which primary
data can be collected. It explains the tools used in collecting primary
data, some of which are highlighted below:

1. Interviews
An interview is a method of data collection that involves two groups of
people, where the first group is the interviewer (the researcher(s)
asking questions and collecting data) and the interviewee (the subject
or respondent that is being asked questions). The questions and
responses during an interview may be oral or verbal as the case may be.

Interviews can be carried out in 2 ways, namely; in-person interviews

and telephonic interviews. An in-person interview requires an
interviewer or a group of interviewers to ask questions from the
interviewee in a face-to-face fashion.

It can be direct or indirect, structured or structure, focused or

unfocused, etc. Some of the tools used in carrying out in-person
interviews include a notepad or recording device to take note of the
conversation—very important due to human forgetful nature.

On the other hand, telephonic interviews are carried out over the phone
through ordinary voice calls or video calls. The 2 parties involved may
decide to use video calls like Skype to carry out interviews.

A mobile phone, Laptop, Tablet, or desktop computer with an internet

connection is required for this.

Pros

In-depth information can be collected.

Non-response and response bias can be detected.
The samples can be controlled.

Cons

It is more time-consuming.
It is expensive.
The interviewer may be biased.

2. Surveys & Questionnaires

Surveys and questionnaires are 2 similar tools used in collecting
primary data. They are a group of questions typed or written down and
sent to the sample of study to give responses.

After giving the required responses, the survey is given back to the
researcher to record. It is advisable to conduct a pilot study where the
questionnaires are filled by experts and meant to assess the weakness
of the questions or techniques used.

There are 2 main types of surveys used for data collection, namely;
online and offline surveys. Online surveys are carried out using
internet-enabled devices like mobile phones, PCs, Tablets, etc.

They can be shared with respondents through email, websites, or social

media. Offline surveys, on the other hand, do not require an internet
connection for them to be carried out.

The most common type of offline survey is a paper-based survey.

However, there are also offline surveys like Formplus that can be filled
with a mobile device without access to an internet connection.

This kind of survey is called online-offline surveys because they can be

filled offline but require an internet connection to be submitted.

Pros

Respondents have adequate time to give responses.

It is free from the bias of the interviewer.
They are cheaper compared to interviews.

Cons

A high rate of non-response bias.

It is inflexible and can’t be changed once sent.
It is a slow process.

3. Observation
The observation method is mostly used in studies related to behavioral
science. The researcher uses observation as a scientific tool and method
of data collection. Observation as a data collection tool is usually
systematically planned and subjected to checks and controls.

There are different approaches to the observation method—structured

or unstructured, controlled or uncontrolled, and participant, non-
participant, or disguised approach.

The structured and unstructured approach is characterized by careful

definition of subjects of observation, style of observer, conditions, and
selection of data. An observation process that satisfies this is said to be
structured and vice versa.

A controlled and uncontrolled approach signifies whether the research

took place in a natural setting or according to some pre-arranged plans.
If an observation is done in a natural setting, it is uncontrolled but
becomes controlled if done in a laboratory.

Before employing a new teacher, academic institutions sometimes ask

for a sample teaching class to test the teacher’s ability. The evaluator
joins the class and observes the teaching, making him or her a
participant.

The evaluation may also decide to observe from outside the class,
becoming a non-participant. An evaluator may also be asked to stay in
class and disguise as a student, to carry out a disguised observation.

Pros

The data is usually objective.

Data is not affected by past or future events.

Cons

The information is limited.

It is expensive

4. Focus Groups
Focus Groups are gathering of 2 or more people with similar
characteristics or who possess common traits. They seek open-ended
thoughts and contributions from participants.

A focus group is a primary source of data collection because the data is

collected directly from the participant. It is commonly used for market
research, where a group of market consumers engages in a discussion
with a research moderator.

It is slightly similar to interviews, but this involves discussions and

interactions rather than questions and answers. Focus groups are less
formal and the participants are the ones who do most of the talking,
with moderators there to oversee the process.

Pros

It incurs a low cost compared to interviews. This is because the

interviewer does not have to discuss with each participant
individually.
It takes lesser time too.

Cons

Response bias is a problem in this case because a participant

might be subjective to what people will think about sharing a
sincere opinion.
Group thinking does not clearly mirror individual opinions.

5. Experiments
An experiment is a structured study where the researchers attempt to
understand the causes, effects, and processes involved in a particular
process. This data collection method is usually controlled by the
researcher, who determines which subject is used, how they are
grouped, and the treatment they receive.

During the first stage of the experiment, the researcher selects the
subject which will be considered. Therefore, some actions are carried
out on these subjects, while the primary data consisting of the actions
and reactions are recorded by the researcher.

After which they will be analyzed and a conclusion will be drawn from
the result of the analysis. Although experiments can be used to collect
different types of primary data, it is mostly used for data collection in
the laboratory.

Pros

It is usually objective since the data recorded are the results of a

process.
Non-response bias is eliminated.

Cons

Incorrect data may be recorded due to human error.

It is expensive.

How to Collect Primary Data with

Formplus 
Primary data can be collocated with Formplus using online surveys or
questionnaires. Therefore, we will be showing you how to use a
questionnaire to collect primary data on Formplus.

Step 1: Create a Questionnaire

You can choose to either create a questionnaire from scratch or take
advantage of the available templates from Formplus. Follow the
following steps to create a question.

Go to your Formplus accounts dashboard and click on the Create

Form option.

primary-data-collection

Alternatively, you can go to the Templates tab, type your query into
the search text box, then click on the search icon.

primary-data-collection-method

Click on the Online Questionnaire Template to start collecting

primary data through online questionnaires.

Step 2: Edit and Customise your

Questionnaire 
Edit your questionnaire with the 30+ form fields that allow you to ask
different relevant questions from the respondent. Tailor your
questionnaire to suit the needs of the type of research being carried out.

primary-data-collection-technique

Use the form fields in the form builder to add new questions and
also edit existing questions.
Click on the Customise tab in the form builder menu to beautify
your questionnaire

primary-data-examples

You can choose to edit the interface of the questionnaire by

changing the theme, color, size, etc.

Step 3: Share your Questionnaire

After satisfactorily editing your forms, the next step is to collect the
primary data needed for your research. To do this, you need to share
your questionnaire with the sample population who are going to
respond to the questions.

primary-data

There are different ways of sharing questionnaires with participants.

You can copy the form link, share it directly to your social media
platforms, or share the QR code.

For unique identification, you can also edit the form link with specific
keywords.

Start Collecting Data

with Formplus

Advantages of Primary Data Over

Secondary Data
When discussing the advantages of primary data over secondary data, a
lot of examples can be sighted. This is because primary data has vast
uses in research, statistics, and even business.

Specific

Collecting your own data allows you the freedom to address issues
specific to your business, or research aim. In this case, the data
collected is exactly what the researcher wants and needs.

The researcher reports it in a way that benefits the current situation of

the organization or research. For example, when doing market research
for a product, the data collected will be specifically for the product in
question.

Accurate:

Primary data is much more accurate compared to secondary data. For

example, when collecting statistical data from online sources, you are
at risk of coming across false data.

This is because the data available online is not regulated, unlike the
data you collect yourself. This is very common in journalism, where
blogs share unverified and exaggerated information just to gain cheap
traffic.

Ownership

The data collected through a primary source is usually owned by the

researcher, who may choose to either share or not share with others. In
the market research example stated earlier, researchers may keep the
results to themselves and not give access to their competitors who may
want to use the information.

Also, a researcher can choose to sell the data to make a huge amount of
money because they own it.

Up to date information

The data collected from primary sources are up-to-date, unlike that of
the secondary sources. It collects data in real-time and does not take
information from stale and outdated sources.

For example, when the population of a community is something that

continues to fluctuate as people die and children are born. Going by the
National Census, one may not get accurate results of the population,
and can only settle for estimates.

Control

A researcher can easily control the research design and methods to be

used. As a researcher, you can choose which subject to consider, and
also control how the information is gathered.

There are no limitations to the kind and amount of data that can be
generated by the researcher.

Disadvantages of Primary Data