A large manufacturing company has enough money to survey each of its 10,000 customers between 9–12 times every year, but instead it is planning to interview just 20 customers a year and use that data to drive all of their decision making. Why might the company conduct interviews instead of a large volume of surveys?
(1 point)
Interviews are less time consuming.
Most customers prefer interviews.
Survey takers get tired and stop responding.
Surveys don’t provide enough data for analysis.
1 answer
Interviews allow for more in-depth and qualitative insights into customer preferences and experiences, which can be more valuable than quantitative data obtained through surveys. This qualitative data can provide a deeper understanding of customer behaviors, motivations, and needs. By conducting interviews with a smaller sample of customers, the company can focus on quality over quantity and potentially gain more meaningful insights for decision making.