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Marketing Research Articles Related to the Financial (Banks) and Investment Industry

Marketing Research Articles Related to the Financial (Banks) and Investment Industry

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* A look at the state of business-to-business research

Published
April 2011
Authors
Larry Gold and Timothy Davidson
Abstract
The authors draw from a study of business-to-business research to examine the prevalence of B2B research and which techniques and methods are preferred.

A look into the mindset of Boomer retirees

Published
July 2008
Author
Sheila Reilly
Abstract
As they near retirement age, many Boomers will be faced with the painful process of reining in their free-spending ways. Used to charting their own course through life, they may now have to buckle down and use a disciplined approach to readying themselves for retirement, as safety nets such as Social Security and Medicare may not meet their future needs.

A picture is worth a thousand words

Published
October 1990
Author
Quirk's Staff
Abstract
Midland bank represented its market penetration through a series of maps with different transparent overlays representing pertinent variables. These maps integrated market penetration data with U.S. census geography and income files and cartographics. In addition to documenting Community Reinvestment Act compliance, the maps provided a tool for both marketing and product development.

Advising the advisors

Published
February 1996
Author
D.L. Hudella
Abstract
American Express Financial Advisors improved assessment effectiveness of client acquisition techniques (CAT) by redesigning its CAT questionnaire. Improved response rates and other factors allowed its research department to provide high-quality data quarterly to internal partners for resource planning.

* Americans make big plans for tax return monies

Published
March 2011
Author
Quirk's Staff
Abstract
The 2011 tax season has Americans looking for satisfying ways to allocate their funds. This year, more people are option to save the money or a rainy day or splurge on big-ticket items.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

* Americans won't pay to pay online

Published
March 2011
Author
Quirk's Staff

Backing up their claims

Published
October 2002
Author
Kristi Gale
Abstract
Farm Bureau Financial Services used in-depth interviews and a mail survey to measure claimant satisfaction.

Brand loyalty suffers as budgets tighten

Published
October 2008
Author
Quirk's Staff

Building equity

Published
January 2003
Author
Frank Aloi
Abstract
How do banks increase sales and enhance relationships in the current erratic, untrusting markets? In light of the tough market, financial institutions are reevaluating their sales and service strategies. More and more financial institutions are using shop studies to monitor how current and potential customers perceive them. This article discusses important steps to consider in initiating a program in the financial services industry.

Business trends, potential visible with computer mapping

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Advancements in computer technology have enabled businesses, government and educational institutions to access valuable information from demographic maps. The process, once prohibitively expensive and time consuming, is becoming cheaper and easier with computers.

By The Numbers: Increase response rates by increasing relevance

Published
October 2006
Author
Philip Derham
Abstract
Respondents’ perceptions of a survey’s relevance to them can have a major effect on participation rates. Using an online survey for a bank as an example, the author shows different phrasings for survey invites and how they impacted response rates.

CEO confidence plummets to record-breaking lows

Published
January 2009
Author
Quirk's Staff

Clients for life

Published
April 1999
Author
Quirk's Staff
Abstract
In the mid-‘90s, MONY Group began an initiative aimed at the African-American market. This article discusses MONY’s initiative and results—immediate and long-term.

Climbing up to drill down

Published
June 2002
Authors
Kalpana Biswas, Brenda K. Johnson and Diane Liewehr
Abstract
Chase used online laddering drills as part of its quantitative and qualitative research for a new financial product.

Competitive strategy

Published
May 2002
Authors
Sean Lawson and Tim Glowa
Abstract
The theory of business strategy stems from the need of managers to be able to counter the effects of external market forces. Without the tools needed to support it, firms may fall back on crisis management in reaction to unforeseen market forces. This article discusses competitive strategy, including discrete choice modeling.

Corporate culture

Published
October 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
American Express Travel Services conducted telephone interviews to measure satisfaction with membership travel services. A needs assessment study helped the researchers determine what elements to include in the telephone questionnaire.

Credit risk and customer profitability in consumer lending

Published
February 1999
Authors
Gautam Bose and Erick Haskell
Abstract
Successful retail banks are devoting as much time and effort to customer retention as they are to new customer acquisition. This article discusses risk-adjusted customer profitability metrics as a means for banks to ensure that their retention efforts are targeted at the most profitable customers.

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