Primary data are observations or any other kind of first-hand information. They are data collected for the purpose of the actual research (Patel & Davidson 2003). Primary data are collected either from surveys, questionnaires, observations or interviews (Primary Data Collection Methods, 2006).Hence, as earlier mentioned this thesis take a qualitative approach where case studies are conducted. As for the primary data, we have chosen to conduct in depth interviews with chosen respondents. The interviews with the respondents are done by either meeting the interviewee face-to face or conduct the interview through telephone.We will first describe how we selected our respondents followed by how the interviews where done.