Which of the following survey instruments is most likely to be effective in generating a significant amount of qualitative information from the customers?
A)Mail surveys
B)Online surveys
C)Focus groups
D)Telephone interviews

Question

Quizplus · Accepted Answer

Focus groups are most effective in generating qualitative information from customers as they allow for open-ended discussion and allow participants to bounce ideas off of one another. Unlike other survey methods, focus groups allow for probing questions, clarification, and follow-up questions to explore deeper to understand customers' opinions and experiences.

Which of the Following Survey Instruments Is Most Likely to Be