PRIMARY RESEARCH - PRO: Data collected is specific to your business, The information is more likely to be up-to-date, People chosen are more likely to represent your target market, You are able to gain honest, real feedback about your product/service, SECONDARY RESEARCH - PRO: Generally cheaper to carry out, Generally quicker to carry out, Easy to gather data on a large sample, PRIMARY RESEARCH - CON: It can be difficult to get a large sample size if doing product trials for example, It can be easy for people to lie / misunderstand the questions, Can be time-consuming, SECONDARY RESEARCH - CON: Not all data will be relevant to your business / in-date, Sometimes looking at this data can be misleading as it is based on the past, Information could be inaccurate,

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