You have been hired by a group of downtown merchants to help fight an increase in parking costs and fines for violations. The municipal government insists that it must increase revenues in order to maintain sidewalks and streets, cover law enforcement costs, and collect fines from repeat violators. The merchants are concerned that an increase in parking costs will drive away customers who will simply take their shopping to malls or other shopping areas where parking is free.

Discuss:
In a Discussion post, for one of the above scenarios, address each of the following:

Describe at least one qualitative research step and one quantitative research step you should take before you begin.
Describe your internal audiences, breaking them down into as many subgroups as necessary.
Describe your external audiences, breaking them down into as many subgroups as necessary.