Rebecca Was Meeting with a Number of Colleagues from Other

Rebecca was meeting with a number of colleagues from other firms at a marketing research conference, and she noticed they all had similar complaints about surveys. They all used them, but they all recognized their many shortfalls. If surveys are such a problem, why do firms use them?

A) Surveys help to build goodwill with potential customers, which leads to increased sales.
B) Surveys are fast, quick and easy, which provides limited results.
C) Surveys can be machine coded, which yields better results.
D) Surveys are well understood by respondents, which leads to more reliable results.