The motive of primary research is to gather data directly from the source as opposed to relying on secondary data that was already gathered. With primary research, the person or group conducting the research controls all facets of the study, as well.
In preparing a primary research study, the researcher chooses between quantitative, qualitative or mixed research questions. The specific questions used align with the goals established by the research prior to gathering data. The researcher is also able to define the specific problem or question to be addressed in the study. For companies, primary research allows for close interaction and data-gathering from targeted customers.