Essentials of Business Communication 10th Edition by Dana Loewy,Mary Ellen Guffey

Exercise 4

Starbucks chief Howard Schultz frowns on research, advertising, and customer surveys. He conducts his own informal primary research by visiting 25 store locations a week and talking with his baristas, managers, and customers in person. This kind of observation, he insists, provides the information he needs most. What are the pros and cons of such informal research to gather primary data?