primary= new resarch first hand, could be collected from firm or collected by specialisy companys.
advantadges
first hand
more specific
reactions
cheap
reliable
disadvantage
if another company helps they will be aware of the information and have acess
secondary= information thats already been collected within firm or outside firm.
advantages
reliable
cheap
accurate
dis
not up to date
everyone uses the same information
not unique no research
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