Afirm gathers data by conducting surveys, interviewing customers, or mailing out questionnaires

The best answer of the missing word in the sentence is primary. In marketing research, there are two types of data that a firm can use the primary data and the secondary data. The primary data is a type of data where researchers are gathering information for a specific purpose of the study. And the strategy in collecting the data is by survey, interviews and direct observation. The primary instrument is the researcher.