This is one of the methods of collecting primary data. In this method the investigator himself goes to the investigation area and personality gets in contact with the individuals and organizations and collects data from them on the basis of examination and experience. This method is best suitable when the area of investigation is limited or the data needed should be very accurate.
Merits:
1. Data is original and authentic.
2. Quality of uniformity and homogeneity is found in the data.
3. This method is flexible.
4. Additional information is also collected from this method.
5. In this method, testing of the collected data can also be done simultaneously.
Demerits :
1. This method is unsuitable when the area of investigation is large.
2. It is very expensive.
3. This is more time consuming.
4. The chances of personal bias is there.
