Data collection from primary sources generates the highest costs and determines the quality of the collected data and the duration of the marketing research process. Methods of data collection are not precisely and univocally classified in the polish and international literature. The aim of this work is to fill the gap. The methods have been classified into survey methods (indirect and direct surveys), non-survey methods, and experiments. In addition, the classification includes appropriate technics and measurement instruments to apply in these methods. The article is of a conceptual character.