You, and the other members of your group, are the senior marketing team for GBC Bank....

You, and the other members of your group, are the senior marketing team for GBC Bank. Your team has recently discovered and investigated the “PRIZM” consumer demographic database that Environics Analytics created for its website. Now, your team has just come out of a meeting with the President of GBC Bank. In this meeting, she announced a decision to open GBC Bank’s first retail branch. Knowing about your research, she has asked you to select a postal code neighbourhood (pick any postal code you want) in which to locate this first branch.

Option #1:Consumer Research Plan

During your meeting with the President, you recommend a good start for this project is to prepare a short questionnaire for area residents to discover their opinions about current competitors in the neighbourhood and the kind of financial needs these consumers need. Everyone agrees this is a great idea! Now the President has asked you to go ahead and prepare a brief questionnaire for her to review before proceeding.

Assignment:Prepare 5 questions you recommend to include in this bank customer questionnaire. Also explain why you feel each question is important based on what you know about both (1) consumer research principles and (2) the unique lifestyle characteristics of the residents of this neighbourhood according to Environics Analytics.

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Expert Solution

ekkarill92 answered 1 year ago

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