… Businesses have a powerful incentive to keep the customer surveys popping up. While demographic and purchase data tell a company who, what, when and where, surveys can tell a business “why” — and that’s valuable information.
“You’re always going to want to understand the consumer psychology: why are people doing what they’re doing,” says Eric Bradlow, professor of marketing, statistics and education at the Wharton School.
He says surveys, especially those delivered electronically, also help companies identify mistakes quickly so they can correct them. A survey could help a business identify a defect in a new product or a particular cashier who is rude. CONT.
Jeff Brady, NPR