Which of the following best describes the research that should be performed to create a customer journey map?
A)a qualitative,in-depth interview to get at the thoughts,emotions,and behaviors of individual customers
B)qualitative questioning in which an interviewer seeks group interaction to stimulate thinking and get immediate reactions
C)quantitative surveys using structured responses that can be summarized in numbers
D)computer-aided telephone interviewing in which answers regarding customers' experiences are immediately recorded
E)fixed responses that will simplify analysis and make creation of the map easier

Question

Quizplus · Accepted Answer

To learn about a buyer's entire purchase process,a researcher would likely use a qualitative,in-depth interview using open-ended questions to lead to a customer journey map-the story and graphic diagram of a customer's experience in the buying process from need awareness through the purchase process and post-purchase relationship.

Which of the Following Best Describes the Research That Should