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?

Question

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)
Responses

Interviews are less time consuming.

Most customers prefer interviews.

Survey takers get tired and stop responding.

Surveys don’t provide enough data for analysis

GPT-4o mini · Answer

The most likely reason the company might conduct interviews instead of a large volume of surveys is:

Survey takers get tired and stop responding.

Interviews can provide deeper insights and more detailed qualitative data, while surveys, especially if they're too frequent or lengthy, can lead to survey fatigue, resulting in lower response rates and less reliable data.