Try just the whole seed for a month, and ten the next month, ground up the seeds daily and use them for the next month. You will find out what the benefits are of each way for yourself. Letting others tell you what way is the best for you is a joke, since we don't have any idea what their motivations are.
Following the package nutrition label, the serving size I used was 1/4 cup a day, first thing in the morning. My preference was the ground type, and I would do this once a month and keep the raw in the refrigerator without spoiling.