The business consultant hired by Phil Samouel has recommended two quantitative surveys, one of Samouel’s employees and customer surveys for both Samouel’s and Gino’s.

He did not recommend any qualitative research. Phil Samouel is not an expert in research methods, but he does know the difference between qualitative and quantitative research. He is wondering if some kind of qualitative research method should be used to better understand the challenges facing him in improving his restaurant.

Could observation be used to collect qualitative information? If yes, what kind of information could be collected using observation? What about focus groups? What topics could be explored using focus groups? What about the possibility of collecting qualitative data online from customers? How could the data be collected, and what kinds of information could be collected in the