A pharmaceutical manufacturer followed sales representatives in the field to observe some 150 interactions between sales reps and physicians and support staff. They watched sales reps approach the doctors, how they got around their gatekeepers, how they delivered their brands' messages, and so forth. These observations led to improvements in training new reps. In what category of research would this study fall? Provide advantages and disadvantages of this category of research. What would be the next step in the marketing research process?