1. What do you consider to be the strengths and limitations of the FACES tool that Shoeless Joe’s is using to capture information to make location decisions based on customers’ insights?

2. What are the methodological drawbacks from the way in which Shoeless Joe’s employees go about collecting survey responses from customers?

3. How do the drawbacks identified in question 2 above, affect the validity and reliability of the data collected? Discuss?

4. Would you recommend that Shoeless Joe’s also uses other methods to collect the data it needs? What are the advantages of the methods you would recommend over the method it currently uses?