Question: 1. Describe the difference between hard data and soft data. What are the unique advantages of each type of data in terms of obtaining information about customer perceptions?
2. Are customer surveys better suited for accessing customer perceptions in services or manufacturing? Explain your answer.
3. Explain the concepts of reliability and validity. Why is it important that survey instruments be both reliable and valid?
4. Why is it important to have open-ended questions in survey instruments?