In my marketing career I have used the gathering of both primary and secondary data in order to assist in the marketing research process. I find that the data collection is straight forward, but oftentimes the step of synthesizing the data into useful information on which to make decisions is often lacking.

One of the primary methods I used for data gathering was focus groups. I attended a few seminars on how to be an effective focus group moderator, and I enjoyed leading them and gaining insight. As with any data collection activity, these focus groups had their pros and cons. Yes, I could gather insights in a face-to-face environment, but some participants would try to dominate the group.

Question: In general, what are examples of the pros and cons of primary and secondary data in the marketing research process? Please don't list them - expand on them and apply them to different scenarios. For instance, perhaps you've been approached to participate.