A large manufacturing company has enough money to survey each of its 10,000 customers

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.
Surveys don’t provide enough data for analysis.

Answer 1

The reason why the company might conduct interviews instead of a large volume of surveys is that interviews allow for more in-depth and qualitative data to be gathered. Interviews provide the opportunity for open-ended questions, follow-up questions, and more detailed insights into customer preferences, attitudes, and behaviors. This can allow the company to gain a deeper understanding of their customers and make more informed decisions based on this detailed information. Additionally, interviews may also help build rapport with customers and make them feel more valued and listened to, potentially leading to better customer satisfaction and loyalty.