Abstract
This paper explores how research methodologies can be used to resolve organizational issues. Using Starbucks as the company of focus, this paper discusses the qualities of qualitative and quantitative research and how they can be used for investigation and analysis in an organizational setting. It is hypothesized, for instance, that the decline in Starbucks’ sales as well as the poor performance of some of its stores is due to poor customer service. The concept of customer service, however, is too abstract to measure directly. However, this hypothesis can be determined using qualitative research methods as opposed to the quantitative ...
