Marine Midland Bank Hired Marketing Researchers When It Noticed Many

Multiple Choice

Marine Midland Bank hired marketing researchers when it noticed many people who had savings accounts with the bank did not have checking accounts and credit cards with it. The first task of the market researchers was to learn if the bank wanted to know how its customers perceived the bank as a service provider, if it were more interested in what customers thought was superior about its savings account, if the bank thought some customer expectations were not being met or if what the bank really wanted to know was how it could change its service to better meet customer expectations. The first thing the research company did was to:

A) Help Marine Midlands Bank define the problem and establish research objectives
B) Determine with the bank's help who should be surveyed
C) Use data mining to see if there were any connections between customers who used all three services and those who used only one of the services the bank offered
D) Determine what research methodology it would use
E) Decide how data analysis techniques