1) Accuracy :
Primary data is more accurate because it is directly collected from the population.
2) Update information :
By using primary data researcher may get the latest and up-to-date information about the product and services and also its environment.
3) Unbiased data:
Primary data collected and processing by researcher. Therefore, the information might be unbiased.
4) Primary data are collected by doing original research and not through secondary sources that may subject to some errors or discrepancies and may even contain out-dated information. Secondary data are less reliable than primary data.
