Primary data
An advantage of using primary data is that researchers are collecting information for the specific purposes of their study. In essence, the questions the researchers ask are tailored to elicit the data that will help them with their study. Researchers collect the data themselves, using surveys, interviews and direct observations.
In the field of workplace health research, for example, direct observations may involve a researcher watching people at work. The researcher could count and code the number of times she sees practices or behaviours relevant to her interest–e.g. instances of improper lifting posture or the number of hostile or disrespectful interactions workers engage in with clients and customers over a period of time.
To take another example, let’s say a research team wants to find out about workers’ experiences in return to work after a work-related injury. Part of the research may involve interviewing workers by telephone about how long they were off work and about their experiences with the return-to-work process. The workers’ answers–considered primary data–will provide the researchers with specific information about the return-to-work process; e.g. they may learn about the frequency of work accommodation offers, and the reasons some workers refused such offers.