Each year, Sunshine Motors surveys 7,500 former and prospective customers regarding
satisfaction and brand awareness. For the current year, the company is considering outsourcing the
survey to Global Associates, who have offered to conduct the survey and summarize results for
$30,300 Craig Sunshine, the president of Sunshine Motors, believes that Global will do a higher-quality job than his company has been doing, but is unwilling to spend more than $10,000 above the
current costs. The head of bookkeeping for Sunshine has prepared the following summary of costs related to the survey in the prior year.
Mailing $16,000
Printing (done by Lester Print Shop) 4,500
Salary of Pat Fisher, part-time employee who stuffed envelopes and summarized data when surveys were returned (100 hours X $15) 1,500
Share of depreciation of computer and software used to track survey responses and summarized results 1,100
Share of electricity/phone/etc. based on square feet of space occupied by Pat Fisher vs. entire company 500
Total $23,600
What is the incremental cost of going outside versus conducting the survey as in the past? Will Craig Sunshine accept the Global offer?
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