Suppose you are marketing director for a hotel chain, responsible for an observational technique to learn about customer needs and to provide data to individual hotels. You receive the following report from your San Francisco property. "Last night, one of our regular customers, Mr. Jackson, arrived to check in with a female companion. The desk clerk used the information system to greet the couple: 'Welcome back, Mr. and Mrs. Jackson, it's good to see you at the hotel again.' Apparently, the woman was not Mrs. Jackson, and Mr. Jackson had not told his companion he was married. The woman was furious with Mr. Jackson; Mr. Jackson was furious with us; they both stormed out of the hotel." How would this incident affect your observational program?