Exercise 3: Matching Methods to Two Different Customer Questions — Possible Solution
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"WHAT PERCENTAGE of customers are satisfied" is best answered by a
SURVEY. It requires a scalable, structured instrument (e.g. a
satisfaction rating scale) applied to a large enough sample of
customers to produce a genuinely representative percentage - exactly
the real strength this chapter identifies for surveys.

"WHAT SPECIFICALLY frustrates the dissatisfied ones" is best answered
by an INTERVIEW (or an open-ended follow-up with a subset of
dissatisfied respondents). This question needs depth and the ability
to ask follow-up questions to understand the actual reasoning behind a
frustration - exactly the real strength this chapter identifies for
interviews, and something a closed-ended numeric survey scale
structurally can't provide on its own.

A single method couldn't answer both well because each question needs
a genuinely different kind of data. A survey alone could report that,
say, 15% of customers are dissatisfied, but a numeric rating can't
explain the reasoning behind that number. An interview alone could
explain the frustrations of a handful of specific dissatisfied
customers in depth, but a small interview sample has no real claim to
represent the percentage of all customers who feel that way. This
mirrors the chapter's own core point: each method distorts or
constrains its own data in a specific way, and matching method to
question - rather than picking one method and hoping it answers
everything - is what genuine research design requires.

ANSWER: Use a survey for "what percentage are satisfied" (scalable,
structured, produces a representative proportion) and an interview for
"what specifically frustrates dissatisfied customers" (depth,
follow-up questions, explains reasoning a numeric scale can't
capture). A single method can't answer both because each question
needs a genuinely different kind of evidence - scale versus depth.

WHY THIS WORKS AS AN ANSWER
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This matches each sub-question to the correct method using the
chapter's own stated strengths, and explains specifically why the
other method alone would be insufficient for that sub-question.