Chapter 10, Problem 14CT

Summary Introduction

To determine:

What are the pros and cons of using informal research to gather data in relation to star bucks Howard Schultz.

Introduction:

Informal research, this is the medium of collection and analysis of data in an unstructured form. This research medium is where example if it is based on primary research, you don't plan any of your collection process. In informal research you do not have a set target, no set sample size, it is based on random and does not apply the rules of standardized research. This can be vague at times. Examples of informal research is observations without a plan. Howard Schultz frowns on advertising, customer surveys and advertising. He conducts his won primary research in an informal way by visiting 25 store locations a week and talking to his baristas, managers and customers in person.