Question

PLS NO MORE THAN 150 WORDS

A bank manager notices that by the time customers get to the teller, they seem irritated and impatient. She wants to investigate the problem further, so she hires you to design a research project to figure out what is bothering the customers. The bank wants three studies? (a) several focus groups of their customers, (b) observation using a hidden camera, and (c) an online survey of 500 customers. Identify which studies are qualitative, and which are quantitative? If you were to recommend only one study which of the three would you recommend and why. Be specific.

Answer 1

In the given three alternatives, options a) and b) are qualitative studies. They do not require any data analysis, and are more about discussion and observation. It will enable a more in-depth study.

Option c) is a quantitative study, which will require further data analysis of the 500 responses. Here, data will be collected online and then will be run through statistical tests.

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The problem of customers getting irritated and impatient is a serious problem. This cannot be solved by a superficial approach, and requires probing deeper and understanding the customer.

The best approach here is:

a) focus groups of customers

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Focus group studies have many advantages. They can be used to understand the complex thinking of customers, and also look at group wise differences. They can also help clarify our perception based on some earlier survey or CCTV footage. The customers themselves can suggest meaningful remedies. It will also give them a sense of belongingness about the bank. They are not too costly to conduct, and the results can also be used for higher management decisions.