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)

Interviews are less time consuming.

Most customers prefer interviews.

Survey takers get tired and stop responding.

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Surveys don't provide enough data for analysis.

Answer 1

Interviews allow for more in-depth and qualitative insights from customers compared to surveys, which may just provide quantitative data. This can help the company better understand customer needs, preferences, and satisfaction levels. Additionally, conducting interviews with a smaller sample size may be more cost-effective and manageable for the company.