Starbucks chief Howard Schultz frowns on research, advertising, and customer surveys. He conducts his own informal primary
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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.12 What are the pros and cons of such informal research to gather primary data?
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Related Book For
Essentials Of Business Communication
ISBN: 9781285858913
10th Edition
Authors: Mary Ellen Guffey, Dana Loewy
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