Question 2 The management-research question hierarchy is a process for management personnel to examine a situation with questions in order to figure out how best to approach that circumstance. The first step in this process is identifying the dilemma. After identifying the dilemma, questions of how to benefit or profit from the situation must be asked. From there, management can find important information to answer that question and develop their strategy. In the case study, “Starbucks, Bank One, and Visa Launch Starbucks Duetto Visa”, the three companies collaborated to give Starbucks customers a new way to pay for their products. This new way was not designed to only benefit Starbucks, but also allow Visa and Bank One to benefit as well. The idea was to create a dual-function card that would allow customers to only swipe once but then provide different methods of payment. This would cut down on the number of cards customers would carry and cut down on transaction times. The dilemma in this case was how can Starbucks introduce a new credit card in an already mature and established industry, and be successful. Starbucks viewed this idea as an opportunity to reinvent the industry. They sought to make it relevant and exclusive to their customers in a way that was never done before. To figure this out, they needed to know if their customers could fully understand the value proposition of the dual functionality. One idea Starbucks used to answer these questions was to use focus groups moderated by an independent source. Through these focus groups, they were able to recognize areas that needed more explanation, and were able to measure the appeal of monthly rewards and possible ways of delivery. Starbucks used the data collected from their focus groups to refine their concept and restructure the way they communicated the idea with minimal confusion. Through these focus groups, the decision to proceed with the idea was made. More research was conducted to study the product functionality, and brand. Through these research steps, Starbucks was able to develop a strategy to introduce a new product and develop it where their customers would accept it. Question 4 The team should employ a group of Starbucks customers that use Starbucks cards. The sample frame will consist of customers presently using the card or customers who have used it in the past. These survey recruits would deliver the best research data because they already have first-hand knowledge of the benefits that it brings. Starbucks, Bank One, and Visa’s Starbucks Card Duetto Visa proved to be a good overall investment for the team. They used qualitative data gathered by relying on focus groups. These focus groups would deliver valuable information that allowed the team brand an accurate product for their customers. Through their research process, there were no ethical issues.