The best method would be B, since method A which is a qualitative research involves getting a lot of information from a small number of customers which enhances understanding of client dissatisfaction; it’s not statistically reliable coupled by the fact that depth interviews can be unconventional due to leading questions. This paper seeks to expound on advantage of using method B which scholars terms as quantitative research which involves getting a small amount of information from a large number of customers (Self &Roche 24).
As Kurtz & David (354) affirms, dissatisfaction is a process of making a complaint and thus customer satisfaction is perception about performance rather than a measure of quality. For any firm to sustain its business, customer satisfaction is the key to survival in the marketplace, thus creating an effective diagnostic tool to measure satisfaction is crucial. According to Self & Roche (26), quantitative interview method establishes statistically reliable measures for customer satisfaction and its objective and measurable given the fact that the level of client satisfactions depend not only on the extent to which the attributed of a product meet the needs but also on customers’ expectations to overall performance of their product.
In addition, quantitative method allows the organization to quantify customer opinion in a numerical fashion which often proves cost effective. Given the importance of customer satisfaction measurement and the fact that it aims at communicating to customers and affirming customer’s loyalty including many clients to participate so as to gather varying opinions is crucial.
Kurtz, David L. Contemporary Marketing. , 2014. Print.
Self B., Roche G.Customer Satisfaction Measurement for ISO 9000:2000. Print