What is primary data?

Primary data refers to information that is generated directly from original research undertaken by a researcher or organization, specifically for their own needs. This data is collected firsthand and is not previously published or analyzed by someone else. Examples include data obtained through surveys, interviews, experiments, and observations that a researcher conducts to answer specific questions or solve particular problems.

The significance of primary data lies in its specificity and relevance to the researcher's objectives, allowing for deeper insights tailored to their specific context. In contrast, data from secondary sources, public records, or insights drawn from customer surveys could rely on previously collected information and may not provide the latest or most relevant insights needed for decision-making. By using primary data, organizations can ensure the uniqueness and authenticity of their findings, which is crucial in making informed decisions in the sports and entertainment marketing field.