You are a data engineer working on a project that involves analyzing customer feedback for a retail company. The dataset contains missing values in the 'customer satisfaction score' column, which is critical for your analysis. The project has tight deadlines and budget constraints, and the dataset is large. You need to ensure the integrity of your analysis while adhering to the project constraints. Considering these factors, which of the following approaches is the BEST to handle the missing values in the 'customer satisfaction score' column? (Choose one option)