What are the disadvantages of primary research?

• A. It yields no data.
• B. It is always quick and cheap.
• C. It does not require planning.
• D. It can be more expensive, time-consuming, and potentially misleading if the sample size is not representative.

Answer: (D)

Primary research involves collecting new data directly to answer a specific question. The main disadvantages are that it is often expensive, because you have to design the study, recruit respondents, and collect and analyze data; it is time-consuming, since planning, data collection, and analysis take longer than using existing information; and it can be misleading if the sample is not representative, especially if the sample size is too small, which can lead to biased or non-generalizable results. This description matches the option that emphasizes these downsides, making it the best choice. The other statements aren’t accurate: primary research does yield data, isn’t always quick or cheap, and does require careful planning.