Primary data is more ____________ and reliable compared to secondary data.

Primary data is considered more accurate because it is collected directly from the source, ensuring that the information is relevant and specific to the researcher's needs. When primary data is gathered through methods such as surveys, interviews, or observations, it reflects the current conditions, opinions, or attitudes of the population being studied. This direct collection minimizes the risk of misinterpretation or bias that can occur when secondary data is sourced, which may have been collected for different purposes or at different times.

In contrast, secondary data, while potentially useful, often comes from previous studies or reports that may not align perfectly with the current research objective. As a result, it may not fully capture the specific nuances of the situation being researched, making it less reliable in some contexts. Therefore, the accuracy inherent in primary data collection supports its use as a more dependable means of obtaining valid and pertinent information.