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Primary Research | Definition, Types, & Examples

Primary Research | Definition, Types, & Examples

Published on January 14, 2023 by Tegan George . Revised on January 12, 2024.

Primary research is a research method that relies on direct data collection , rather than relying on data that’s already been collected by someone else. In other words, primary research is any type of research that you undertake yourself, firsthand, while using data that has already been collected is called secondary research .

Primary research is often used in qualitative research , particularly in survey methodology, questionnaires, focus groups, and various types of interviews . While quantitative primary research does exist, it’s not as common.

When to use primary research, types of primary research, examples of primary research, advantages and disadvantages of primary research, other interesting articles, frequently asked questions.

Primary research is any research that you conduct yourself. It can be as simple as a 2-question survey, or as in-depth as a years-long longitudinal study . The only key is that data must be collected firsthand by you.

Primary research is often used to supplement or strengthen existing secondary research. It is usually exploratory in nature, concerned with examining a research question where no preexisting knowledge exists. It is also sometimes called original research for this reason.

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Primary research can take many forms, but the most common types are:

Surveys and questionnaires
Observational studies
Interviews and focus groups

Surveys and questionnaires collect information about a group of people by asking them questions and analyzing the results. They are a solid choice if your research topic seeks to investigate something about the characteristics, preferences, opinions, or beliefs of a group of people.

Surveys and questionnaires can take place online, in person, or through the mail. It is best to have a combination of open-ended and closed-ended questions, and how the questions are phrased matters. Be sure to avoid leading questions, and ask any related questions in groups, starting with the most basic ones first.

Observational studies are an easy and popular way to answer a research question based purely on what you, the researcher, observes. If there are practical or ethical concerns that prevent you from conducting a traditional experiment , observational studies are often a good stopgap.

There are three types of observational studies: cross-sectional studies , cohort studies, and case-control studies. If you decide to conduct observational research, you can choose the one that’s best for you. All three are quite straightforward and easy to design—just beware of confounding variables and observer bias creeping into your analysis.

Similarly to surveys and questionnaires, interviews and focus groups also rely on asking questions to collect information about a group of people. However, how this is done is slightly different. Instead of sending your questions out into the world, interviews and focus groups involve two or more people—one of whom is you, the interviewer, who asks the questions.

There are 3 main types of interviews:

Structured interviews ask predetermined questions in a predetermined order.
Unstructured interviews are more flexible and free-flowing, proceeding based on the interviewee’s previous answers.
Semi-structured interviews fall in between, asking a mix of predetermined questions and off-the-cuff questions.

While interviews are a rich source of information, they can also be deceptively challenging to do well. Be careful of interviewer bias creeping into your process. This is best mitigated by avoiding double-barreled questions and paying close attention to your tone and delivery while asking questions.

Alternatively, a focus group is a group interview, led by a moderator. Focus groups can provide more nuanced interactions than individual interviews, but their small sample size means that external validity is low.

Primary research can often be quite simple to pursue yourself. Here are a few examples of different research methods you can use to explore different topics.

Primary research is a great choice for many research projects, but it has distinct advantages and disadvantages.

Advantages of primary research

Advantages include:

The ability to conduct really tailored, thorough research, down to the “nitty-gritty” of your topic . You decide what you want to study or observe and how to go about doing that.
You maintain control over the quality of the data collected, and can ensure firsthand that it is objective, reliable , and valid .
The ensuing results are yours, for you to disseminate as you see fit. You maintain proprietary control over what you find out, allowing you to share your findings with like-minded individuals or those conducting related research that interests you for replication or discussion purposes.

Disadvantages of primary research

Disadvantages include:

In order to be done well, primary research can be very expensive and time consuming. If you are constrained in terms of time or funding, it can be very difficult to conduct your own high-quality primary research.
Primary research is often insufficient as a standalone research method, requiring secondary research to bolster it.
Primary research can be prone to various types of research bias . Bias can manifest on the part of the researcher as observer bias , Pygmalion effect , or demand characteristics . It can occur on the part of participants as a Hawthorne effect or social desirability bias .

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Chi square goodness of fit test
Degrees of freedom
Null hypothesis
Discourse analysis
Control groups
Mixed methods research
Non-probability sampling
Quantitative research
Inclusion and exclusion criteria

Research bias

Rosenthal effect
Implicit bias
Cognitive bias
Selection bias
Negativity bias
Status quo bias

The 3 main types of primary research are:

Exploratory research aims to explore the main aspects of an under-researched problem, while explanatory research aims to explain the causes and consequences of a well-defined problem.

There are several methods you can use to decrease the impact of confounding variables on your research: restriction, matching, statistical control and randomization.

In restriction , you restrict your sample by only including certain subjects that have the same values of potential confounding variables.

In matching , you match each of the subjects in your treatment group with a counterpart in the comparison group. The matched subjects have the same values on any potential confounding variables, and only differ in the independent variable .

In statistical control , you include potential confounders as variables in your regression .

In randomization , you randomly assign the treatment (or independent variable) in your study to a sufficiently large number of subjects, which allows you to control for all potential confounding variables.

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analyzing data from people using questionnaires.

When conducting research, collecting original data has significant advantages:

You can tailor data collection to your specific research aims (e.g. understanding the needs of your consumers or user testing your website)
You can control and standardize the process for high reliability and validity (e.g. choosing appropriate measurements and sampling methods )

However, there are also some drawbacks: data collection can be time-consuming, labor-intensive and expensive. In some cases, it’s more efficient to use secondary data that has already been collected by someone else, but the data might be less reliable.

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About Original Research
Scientific Research Process
Articles to Practice Identifying
Reading Original Research Articles
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Helpful Web Resources

Original Research Articles

Definition : An original research article communicates the research question, methods, results, and conclusions of a research study or experiment conducted by the author(s). These articles present original research data or findings generated through the course of the authors' study and an analysis of that data or information.

Published in Journals : Origingal research articles are published in scientific journals, also called scholarly or academic journals. These can be published in print and/or online. Journals are serial publications, meaning they publish volumes and issues on a schedule continually over time, similar to a magazine but for a scholarly audience. You can access journals through many of the library's databases. A list of recommended databases to use to search for original articles on biology subjects can be found through this link , accessible from the database "subject" dropdown on the library homepage.

Peer Reviewed : Prior to being published, original research articles undergo a process called peer review in an effort to ensure that published articles are based on sound research that adheres to established standards in the discipline. This means that after an article is first submitted to a journal, it is reviewed by other scientists who are experts in the article's subject area. These individuals review the article and provide unbiased feedback about the soundness of the background information, research methods, analysis, conclusions, logic, and reasoning of any conclusions; the author needs to incorporate and/or respond to recommended edits before an article will be published. Though it isn't perfect, peer review is the best quality control mechanism that scholars currently have in place to validate the quality of published research.

Peer reviewed articles will often be published with "Received", "Accepted", and "Published" dates, which indicates the timeline of the peer review process.

Structure : Traditionally, an original research article follows a standardized structure known by the acronym IMRD, which stands for Introduction, Methods, Results, & Discussion. Further information about the IMRD structure is available on the Reading Original Research Articles tab of this guide.

Why is Published Original Research Important?

Current information : Typical publication turnaround varies, but can be as quick as ~3 months.

Replicable : The studies published in original research articles contain enough methodological detail to be replicated so research can be verified (though this is a topic of recent debate ).

Contains Raw Data : The raw original research data, along with information about experimental conditions, allows for reuse of results for your own research or analysis.

Shows Logic : Using the provided data and methods, you can evaluate the logic of the authors' conclusions.

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Next: Articles to Practice Identifying >>
Last Updated: Sep 6, 2022 4:02 PM
URL: https://libguides.unm.edu/biology303

Research Process

Introduction
Topic Selection

Originality

Information Needs
Evaluating Sources
Getting Sources
Getting Organized
Understanding Your Sources
Putting it into Words
Bringing it Together

One way to think about originality in research is to think about how many times someone else has analyzed information. These can be described as primary, secondary, and tertiary information, and often instructors want you to use primary sources so they can see what you have to say about the information you find. The gallery provides information about and examples of primary, secondary, and tertiary resources:

First-hand accounts or documents related to the topic from people who had a direct connection with it, such as speeches, diaries, letters, interviews, photographs, original research, and dataset. They can be found in archives, historic newspaper databases, scholarly journal articles, image databases, and data resources.

Example: An original handwritten poem by Frederick Douglass, held in the Xavier archives.

Resources that add some interpretation, analysis, or provide context for primary sources. Books, articles, and documentaries that are about a topic are most likely secondary sources. They can be found in print or electronic books, database articles that are not based on original research, and documentaries.

Example: The "About this Collection" description and contextualization of the poem "Liberty" by Frederick Douglass

Resources used to find primary or secondary sources or give general information rather than analysis. It can be found in reference materials such as encyclopedias, dictionaries, background databases and some websites.

Example: Frederick Douglass page on allpoetry.com, which shares basic facts of his life and the text of the poem.

More about Original Research

As you participate in the scholarly conversation, it is important to understand what kinds of original research are being done by academics and how that fits with the research you are doing. Most original research is done as either qualitative or quantitative:

From Research to Publication: The Life of a Journal Article

1. Conduct Original Research

Original research is done when the researchers are responsible for the entire process of coming up with a hypothesis, a means for testing the hypothesis, defending their hypothesis based on prior research, and gathering and analyzing the data, and explaining their findings. This is often done by scientists, doctors, college professors, or people working within a field of study.

Researchers must present their findings in a very thorough manner so that other researchers could replicate their work and reach the same conclusions. Their writing must follow specific style rules and writing conventions that match the preference of the publication, or journal , where they will submit their work.

3. Submit to Editor

The journal editor's initial job it is it make sure that the submission matches the subject matter of the journal and is written according to the style rules for their publication. The editor then identifies other people who are experts on the same content the article is about, or peers , and sends the article for them to read.

4. Peer Review

The peer group of experts receives the article and reviews the content to ensure that the science being used to do the research is reasonable, the data was conducted accurately, analyzed in a way that is free of errors, and the authors have reached a conclusion that is supported by their research. They then respond to the editor letting them know whether they feel the article is ready for publication.

5. Editor Decisions

The editor reviews the feedback of the peer group and decides if the research article should be accepted for publication, rejected, or sent back to the authors for revisions based on peer feedback.

6. Published

If the editor accepts the article for publication, it is now available to be published in that journal. Depending on the frequency, method, and business model of the publication, it can take a year or more for the article to become available for others to read.

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How to Do Original Research

How to do original research? Although you’ll probably conduct most of your research online or in the library, remember that there’s a great deal of material you can find in laboratories, in courthouses, and in private archives. Consider the possibility of conducting some original research for your research paper. You can do this by interviewing knowledgeable people and devising and distributing questionnaires or surveys . This may be required in class, so always check with your professor.

Original research is research you conduct rather than find in books or articles. It is also called primary research because it starts with you. If you plan to conduct primary research, like an experiment, personal interviews, or a survey of people, you will need to devise a basic methodology for your inquiry. A methodology is simply a statement of the procedure you will follow in conducting the research. Depending upon the type of research you are conducting, the methodology could include:

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A step-by-step sequence of procedures performed for an experiment.
Questions to be asked in personal interviews.
The names of people you plan to interview or a profile of the people you plan to interview.
The questionnaire you will use in the interview.
A demographic profile that segments people you will survey by such things as age range, gender, educational levels, income bracket, geographic location, or common interests.

A good methodology lends credibility to your research paper. If you are conducting an experiment, for instance, it is important to record the process so that others can later repeat the experiment and get the same results. It also provides important background for your readers and ensures consistency across your results. Whenever you conduct interviews, your readers will be interested in what questions you asked and what the person answered. If you are conducting a survey, it is important to ask everyone in the survey the same questions so that you can compare responses. It is also essential to note whom you surveyed so that you can say something about the attitudes of the particular group.

How to Conduct Interviews

Interviews allow you to conduct primary research and acquire valuable information unavailable in print and online sources. By including quotations from people who have direct knowledge of a particular subject, you add considerable authority and immediacy to your research paper. You can conduct interviews by telephone, by e-mail, or in person.

Often, you can find subjects to interview via the Web sites you visit in your research. Use the contact form at the Web site to extend your invitation. Allow plenty of time. If you want to interview the person who runs the site, he or she may get back to you immediately.However, most often your request will have to be forwarded to an appropriate individual or routed through “channels,” usually the public relations office of the sponsoring organization.

7 Steps in Arranging Interviews

Identify whom you will interview.
Locate and contact the person.
Invite his or her participation.
Determine how you will interview the person—by phone, in person, or by e-mail.
Assemble the questions you will ask.
Forward the questions to your interviewee.
Request the right to ask follow-up questions.

Who should you interview? Include only respected people in the field. Don’t waste your time with cranks and people with private agendas to further.

Guidelines for Requesting Interviews

Identify yourself by full name and title.
Explain your assignment/project.
Explain your topic.
State your time frame.
Offer an idea of how much time the person should allow for the interview.
Ask for the interview, requesting either someone who is able to speak to your topic or a specific interviewee by name.
Provide your contact information.
Finish with a cordial closing as you would in a letter.
A day or two before the interview, send an e-mail reminder or telephone the interviewee to confirm the time and date.

Interviews can be conducted via e-mail , by telephone , or in person . There are advantages and disadvantages to each method.

E-mail interviews are convenient; interviewees can respond at their convenience. They also provide you and the interviewee with a written record of what was asked and answered. However, they also place a burden on the interviewee by requiring the person to write out responses that you normally would record in a telephone or face-to-face interview. Be prepared to give considerable thought to questions you prepare in advance. Follow-up questions are difficult in e-mail and you do not want to waste the time of people who have graciously agreed to be interviewed. Be specific and complete in your questions to avoid getting answers that require followup because they do not deliver the information you need. Avoid questions like,”What do you think of social networking?” Instead, be specific with questions that seek detailed information, such as, “What is the most significant trend in social networking that you see emerging among teenagers, and why do you believe it’s the most significant?”

Telephone interviews are more open-ended and offer you the opportunity to follow up with questions that might occur to you in the course of the conversation. They are not good options, however, if you are excessively shy or if the interviewee is uncomfortable with them. They can also be difficult to arrange if the person maintains a busy schedule. Never insist on a telephone interview; choose the format that is most convenient for the interviewee. Finally, it is useful to record telephone interviews so that you can later review what was said and ensure accuracy on any quotes you use;however,always ask the permission of the interviewee before recording an interview.

Face-to-face interviews , like telephone interviews, are not for the shy and can be difficult to arrange. However, they offer you the opportunity to meet the interviewee. This can be particularly valuable if you are meeting in a setting that is pertinent to your course of inquiry, such as the person’s laboratory or a social setting that pertains to the topic, such as an Internet café if you are discussing social networking, or a troubled housing project if you are discussing the influence of neighborhood environments on high school completion rates, crime rates, or family support networks.Ask the person’s permission to record the interview at the time you make the appointment.

If you are doing a telephone or face-to-face interview, be sure you allow the interviewee to do the talking. Do not interrupt or rush the person through the interview. Many times, interviewees will use the opportunity to promote recent books, writings, or product/service introductions. If they do, let them and then proceed to the questions that are of interest to you. Cutting off an interviewee can set a bad tone for the interview and produce disappointing results.

As you incorporate interviews in your paper, you must accurately and fairly present their views and opinions—even when they do not conform to your own. Be sure to do your research in advance. Read at least one thing your interviewee has written on the topic. Have a good sense in advance of what the person will say about it.

How to Conduct Surveys

Surveys are useful when you want to measure the behavior or attitudes of a fairly large group. On the basis of the responses, you can draw some conclusions. Such generalizations are usually made in quantitative terms: “Fewer than one-third of the respondents said that they favored further governmental funding for schools,” for example.

Fortunately,Web sites and software programs abound to help you design surveys by offering a structure for organizing the survey, prompting you to enter questions, and tabulating the results. Online free polling services include Zoomerang , and Polldaddy . The New York Times offers a lesson on poll creation, called “To Free or Not Too Free,” for middle school and high school teachers in its Learning Network at http://learning.blogs.nytimes.com/ .

Surveys should be carefully focused and ask specific questions to minimize ambiguities or bias in the findings. Questions should be crafted and presented to ensure that the data you collect will allow you to make the kinds of determinations you seek. Surveys should follow a structure that informs respondents of the purpose.

Structuring Your Survey

Give your survey a title.
State the purpose of the survey.
Tell respondents where the information will be published
Include a privacy statement explaining with whom you will share the information and how it will be used.
Get the respondents’ permission to use the data they provide.
Describe how the survey will be conducted.
Set a deadline for when you need the results.
Tell the respondents how to complete the survey. Be very clear about how they should answer the questions (i.e., whether they should check, circle, or underline the answer or write a response in the blank provided).
Thank respondents for their time.

You want the respondents to complete the surveys. For that reason, the surveys should not be too long. Aim for 25 to 30 questions. The choices presented to respondents should be straightforward and easy to respond to. Questions can be presented in the following ways:

Yes or no/true or false
Multiple choice
Ratings on a scale, usually 1 to 10
Ranking in order of importance or preference

Yes-no and true-false questions are the most straightforward. Multiple choice questions can be problematic if the respondent does not identify with the choices given; these should always include options such as “don’t know” or “none of the above” that leave room for exceptions. Rankings allow respondents to express qualitative preferences by assigning a number that reflects their attitudes according to a scale.

Rankings, on the other hand, ask the respondent to place a series of items in order. Comments can be the most revealing as they ask the respondent to state their opinions or describe something; however, they are difficult to tabulate as the results cannot be easily fitted into categories. As you begin designing questions, ask yourself: What, exactly, do I want to determine? Surveys are typically conducted for one of two different reasons. Attitude surveys can be short and simple, focused around a single issue and pose a single question or a short set of questions. For example:

Do you believe that the quality of education would improve if the school year was lengthened to offer more hours for instruction?

Surveys designed to identify trends tend to be much longer than other kinds of surveys. This is to provide a qualitative view of related issues rather than one that is simply based on a yes or no answer. For example:

How would you rate the quality of education in your local school district?

a. Excellent
d. Below average

Adding questions that gather demographic data allows you to make distinctions about the individuals being polled and interpret their answers according to group affiliations. Questions asking the person’s age range or income can also be relevant for your research, but such questions should always be respectful of peoples’ privacy. Rather than ask survey respondents to divulge their sex or annual income, for instance, present the respondents with a range and give them the option of not answering, such as:

c. I prefer not to answer

What is your annual income?

a. under $25,000

b. $25,001–$50,000

c. $50,001–$75,000

d. $75,001–$100,000

e. Over $100,000

f. I prefer not to answer

Tabulating Your Survey Results

A great deal of care should be taken to correctly tabulate results.This can be a challenging task if you have not collected data through an online site or from a form that provides automatic analysis. Researchers who expect to review and tabulate the data themselves would be well advised to work with a small group of respondents (no more than 20) to keep the task manageable. The American Statistical Association (ASA) and the American Psychological Association (APA) publish excellent guidelines on how to conduct surveys and tabulate the results. The ASA’s publication What Is a Survey? can be downloaded from https://www.whatisasurvey.info/download.htm . The APA offers numerous articles on conducting surveys at its Web site http://www.apa.org/ .

In addition, many topics have been extensively discussed by experts on respected television news programs and documentaries. It is often possible to write to the television station and obtain printed transcripts of the programs. You might also be able to videotape the programs or borrow copies of the programs that have already been recorded.