Final answer:
Customer complaints provide feedback on soft measures in a business.
Step-by-step explanation:
The research method that provides feedback on soft measures is customer complaints. While surveys can also provide feedback on soft measures, such as customer satisfaction or brand perception, customer complaints specifically address issues or concerns raised by customers, indicating areas for improvement or potential problems in a business. For example, if a customer complains about the quality of a product or the behavior of a staff member, it provides valuable feedback on the soft measures related to product quality or customer service. These complaints can help a business identify areas for improvement and make necessary changes. On the other hand, financial reports mainly deal with the financial performance of a business, and mystery shopping is a research method that assesses the experience of customers without their knowledge, focusing more on the customer experience rather than capturing explicit feedback on soft measures.