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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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Employee surveys spark decision to establish child care

Published
July 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
After a series of surveys revealed an increasing demand for infant day care, Dominion Bankshares Corp. in Roanoke opened an in-house child development center that has been operating at full capacity. Being in the childcare business may not have been the corporation's original goal, but the decision has been hailed as natural, appropriate and profitable.

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.

Market segmentation helps bank classify customers

Published
March 1988
Author
Quirk's Staff
Abstract
Crestar Bank's market research department has been figuring out where its customers live and what products they own and use for the past few years. Using identifying demographic clusters and implementing a market segmentation system has helped the bank understand its customers and make better decisions.

Demographic mapping helps bank meet Community Reinvestment Act requirements

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.

Focus groups, conjoint analysis help develop the Ameritech/Household Int'l. Complete MasterCard

Published
May 1992
Author
Mary P. Tonneberger
Abstract
Ameritech and Household International relied on qualitative and quantitative research strategies to develop a credit card concept combining the features of a MasterCard and a telephone calling card. The study involved focus groups and a conjoint analysis in which participants completed a computerized questionnaire in which they isolated the combination of features that most appealed to them by keying their answers to a detailed series of questions.

The benefits of customer retention research

Published
October 1992
Author
Paul C. Lubin
Abstract
Though banks often research customer satisfaction, they would benefit from also researching issues surrounding why customers leave. This article looks at how several banks have researched customer attrition and used the results to develop customer retention strategies.

At American Express Travel Services, management and employees at all levels use data from customer satisfaction research

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.

Mail survey, mystery shops and other research contribute to Connecticut bank's customer satisfaction efforts

Published
October 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
People's Bank employed on a variety of research tools to make sure its service was up to customer standards, including an annual mailed survey of checking account holders, focus groups at branch locations and an ongoing mystery shopping program.

Study by North Carolina lender guides customer retention efforts

Published
April 1994
Authors
David Oshan and Kristin Triplett
Abstract
First Union Home Equity Corporation conducted a study using secondary research on other companies and meetings with an international management consulting firm, a former AT&T executive, and a USAA retention specialist to improve customer retention.

With research as its guide, General American Insurance restructures for the future

Published
October 1994
Author
Sally Martin
Abstract
General American Insurance recently launched an internal and external assessment of customer satisfaction with its group insurance operations using in-depth interviews, focus groups and telephone interviews.

First of America Bank Corp. measures service quality through surveys of internal and external customers

Published
May 1995
Author
Mary Bursek
Abstract
First of America Bank surveyed employees and customers to measure service quality.

Redesigned questionnaire helps American Express Financial Advisors assess effectiveness of client acquisition techniques

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.

Mystery shopping for the financial services industry — then and now

Published
January 1996
Author
Barry Leeds
Abstract
Marketing research is fairly new to the financial industry. This article discusses the history of mystery shopping, the first type of market research accepted by the banking industry, and provides several examples of how to use mystery shopping to increase sales and improve service.

VeriFone conducts wide-ranging international research project to develop new product concept

Published
November 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
VeriFone used international quantitative research to assess the viability of a new product.

Using mystery shopping for discrimination and sales practices monitoring

Published
January 1998
Author
Paul C. Lubin
Abstract
As mystery shopping has evolved from its roots as an evaluator of retail conditions, companies have used the method for a variety of uses. This article discusses mystery shopping as a tool for monitoring discrimination in sales practices.

Using qualitative research to improve corporate intranet sites

Published
July 1998
Author
Randy T. Catron
Abstract
The Principal Financial Group analyzed its use of intranet sites by applying a three-step process to collect data from the participants: a pre-browse interview; browsing activity observed by the researcher; and a post-browse interview.

MONY still reaping rewards from mid-'90s African-American marketing initiative

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.

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.

Finding profitable business markets in the inner city

Published
May 2000
Author
Robert Weissbourd
Abstract
Businesses of all sizes searching for new markets are finding the most lucrative opportunities in their own backyards. Using the example of Chicago-based Shorebucks Corporation’s Neighborhood Markets Framework, this article discusses helping businesses profit in the untapped market in the inner city.

Atlanta bank uses PISCES process to develop creative positioning strategies

Published
May 2000
Authors
Harry Vardis and Sandra Vasa-Sideris
Abstract
First published in the Journal of Business & Industrial Marketing, this article discusses the PISCES process (plan, imagine, select, create, evaluate, start), including an overview of the steps in the process and an example of successful application of the process.