Why is it important to conduct primary and secondary research?

Secondary research is worthwhile because it is generally more cost-effective than primary research and it provides a foundation for any project. Evaluating the current landscape of available information before moving on to primary research methods can save time and money that may be better spent elsewhere.

Primary research guarantees that the information collected is up-to-date and relevant, enabling accurate trends to be revealed. Primary research also allows the person or organisation to control ownership of the data.