What is primary research?

• A. Primary research involves gathering first-hand information directly from original sources, such as surveys, interviews, and focus groups.
• B. Primary research uses secondary sources such as books.
• C. Primary research is only observational.
• D. Primary research is not used in media.

Answer: (A)

Primary research means gathering new, original information directly from sources rather than relying on existing publications. It includes methods like surveys, interviews, focus groups, experiments, and field observations to collect first-hand data. This is why the first option is best: it precisely describes collecting first-hand information from original sources and lists common methods. Using books or articles would be secondary research, since those sources already summarize or interpret others’ work. Primary research isn’t limited to observing; it also covers active data collection like surveys and interviews. It’s commonly used in media to understand audiences and test ideas, so saying it isn’t used in media isn’t accurate.