$($a$)$ There may or may not be a focus for the collection of feedback$$ that is$,$ a business can decide to undertake observations about a certain activity, or they can focus on something unintended they had no intention of investigating. This method can capture things that customers do and$/$or say. It is an unstructured approach in that there is no target for the number of times feedback is collected or the type of data that is sought.