Final answer:
Customer interviews are conducted over surveys for more in-depth, qualitative insights, especially with complex, open-ended questions. Trust issues, as seen with the manager’s attitude in the scenario, can adversely affect interview outcomes. Whereas surveys may provide broader quantitative data, they might not capture the nuanced understanding that interviews can.
Step-by-step explanation:
The team opted to conduct a customer interview instead of a survey because interviews allow for more in-depth, qualitative data collection, particularly with open-ended questions that encourage detailed responses. Unlike surveys, which can be limited in scope and often require concise, sometimes superficial answers, interviews provide a platform for respondents to share personal insights and experiences, leading to richer data.
However, the effectiveness of interviews can be compromised when there is a lack of trust, as participants may withhold information fearing a breach of anonymity. In the case described, the manager's attitude potentially affected employees' willingness to participate and the candor of their responses, resulting in less useful information than planned.
In contrast, surveys often combine both qualitative and quantitative data but may not capture the depth of understanding that face-to-face interactions can achieve. Doubts about receiving honest feedback from surveys are further exacerbated by situations where respondents might provide socially desirable answers or may not fully remember their experiences. Therefore, the context in which research is conducted, such as needing candid insights or understanding complex behaviors, significantly influences the decision to use interviews over surveys.