Primary research consists of a collection of original primary data collected by the researcher. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. It can be accomplished through various methods, including questionnaires and telephone interviews in market research, or experiments and direct observations in the physical sciences, amongst others.
There are many ways of collecting primary research here are some examples: surveys, interviews, observations, and ethnographic research. Surveys can be through telephone, mail, etc.
Advantages to Primary Research: You can research exactly what you want, how you want, and don't have to rely on other peoples work also you can interpret the results how you want, and don't need to rely on other peoples interpretations. The research will be accurate for the current time / place / situation you are studying. Disadvantages are that it can take a lot of time and cost a lot of money to conduct primary research also you might not always have the necessary things to conduct it, e.g. samples etc.
An example of a media questionnaire:
