Merits of Primary Data:

1. Accuracy and Reliability: Primary data is collected directly from the original source, which ensures accuracy and reliability. Researchers have control over the data collection process and can ensure that the information gathered is relevant and trustworthy.

2. Specific and Detailed: Primary data provides specific and detailed information that is tailored to the research objectives. Researchers can design their data collection methods, such as surveys or interviews, to gather the exact information needed for their study.

3. Relevance: Primary data is collected with a specific research purpose in mind, ensuring that the information obtained is directly relevant to the study. This helps researchers to answer their research questions or test their hypotheses effectively.

4. Flexibility: Researchers have the flexibility to modify their data collection methods and instruments as needed. They can adapt their approach based on the initial findings, allowing for more comprehensive and in-depth analysis.

5. Real-time Insights: Primary data provides real-time insights into the research topic. Researchers can collect data at the present time, eliminating the possibility of outdated or irrelevant information.

Demerits of Primary Data:

1. Time-consuming and Costly: Collecting primary data requires a significant amount of time, effort, and resources. Researchers need to design data collection methods, recruit participants, conduct interviews or surveys, and analyze the data. This can be time-consuming and expensive, especially for large-scale studies.

2. Sampling Bias: Primary data collection often involves selecting a sample from the population of interest. However, there is a risk of sampling bias, where the selected sample may not accurately represent the entire population. This can affect the generalizability of the findings.

3. Subjectivity: Since primary data collection involves human interaction, there is a potential for subjectivity. The responses provided by participants may be influenced by their personal biases or social desirability, leading to inaccurate or biased data.

4. Limited Scope: Primary data collection is focused on a specific research objective. While this provides detailed insights into the specific topic, it may not capture the broader context or other relevant factors that could influence the research findings.

5. Privacy and Ethical Concerns: Collecting primary data often involves accessing personal information from individuals. Researchers must ensure that ethical guidelines and privacy regulations are followed to protect the rights and confidentiality of the participants.

In conclusion, primary data has several merits including accuracy, specificity, relevance, and real-time insights. However, it also has demerits such as time and cost requirements, potential bias, subjectivity, limited scope, and ethical concerns. Researchers should carefully consider these factors when deciding whether to collect primary data for their research.