Let us look at two possible tactics; in-person interviews and incentives. For both, the advantage is that they are likely to increase the rate of response. The business wants more responses so that it may learn more about customer preferences.
But the problem with both of these is that they might yield relatively poor information. In both cases, people might answer the survey even though they do not really have any opinions. They might answer the in-person survey because they don’t want to be rude. They might answer the survey simply to get the incentive. In such cases, they may simply give opinions that they do not truly feel just so they can get done with the interview. This would not really help the firm because the responses would not be genuine.