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However, Anderson based his assumptions based on feedback through online surveys, which may not be and adequate sample of the small customer base. In order to gain a more accurate view of customer opinion, Anderson should obtain feedback from each segment of the customer base. Therefore, Anderson could use this scenario as one reason to sample customer feedback. Unfortunately, gathering feedback from all customers would be very time-consuming. Therefore, determining an acceptable sample of customers is the most effective approach. Using sampling methods offers several benefits. Selecting a sampling saves time and money, because gathering feedback from all customers would be very time-consuming and cost of the study would be expensive (Lind, et al...
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