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Conducting measurements in supplier certification primarily serves to monitor compliance and quality improvement. This process involves evaluating a supplier's adherence to specified standards and expectations, which is crucial for ensuring that the goods or services provided meet the necessary quality levels. By systematically assessing various metrics, companies can identify areas where a supplier may be underperforming and work collaboratively to implement improvements.

This not only helps to enhance the quality of the products received but also fosters a continuous improvement culture within the supplier's operations. Additionally, effective measurement can help in recognizing and rewarding high-performing suppliers, thus driving overall performance within the supply chain.

While reducing the number of suppliers could be a potential outcome of the certification process, it is not the primary focus of conducting measurements. Enhancing product design and increasing overall costs are not direct benefits of this activity; rather, effective supplier measurement is about ensuring consistent quality and building strong, reliable partnerships.