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?%0D%0A%0D%0A(1 point)%0D%0AResponses%0D%0A%0D%0AInterviews are less time consuming.%0D%0A%0D%0AInterviews are less time consuming.%0D%0A%0D%0AMost customers prefer interviews.%0D%0A%0D%0AMost customers prefer interviews.%0D%0A%0D%0ASurvey takers get tired and stop responding.%0D%0A%0D%0ASurvey takers get tired and stop responding.%0D%0A%0D%0ASurveys don’t provide enough data for analysis.

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?%0D%0A%0D%0A(1 point)%0D%0AResponses%0D%0A%0D%0AInterviews are less time consuming.%0D%0A%0D%0AInterviews are less time consuming.%0D%0A%0D%0AMost customers prefer interviews.%0D%0A%0D%0AMost customers prefer interviews.%0D%0A%0D%0ASurvey takers get tired and stop responding.%0D%0A%0D%0ASurvey takers get tired and stop responding.%0D%0A%0D%0ASurveys don’t provide enough data for analysis.

Answer 1

The company may conduct interviews instead of a large volume of surveys for several reasons:

1. Interviews are less time consuming: Conducting interviews with a smaller sample size may require less time and resources compared to surveying all 10,000 customers multiple times a year.

2. Most customers prefer interviews: Some customers may prefer to provide feedback through interviews rather than filling out surveys. This approach may result in higher response rates and more detailed feedback.

3. Survey takers get tired and stop responding: Survey fatigue is a common issue where respondents may lose interest or motivation to continue participating in surveys. By conducting interviews, the company can maintain engagement and gather more in-depth responses from customers.

4. Surveys don’t provide enough data for analysis: Surveys may provide quantitative data, but interviews can offer qualitative insights that may be more valuable for decision making. By focusing on interviews, the company may gather richer and more meaningful data to drive their strategic decisions.