Assignment: 2

Group: 4

FPM06.004 Jyoti Tandon

PGP09180 Subhrajit Saha
PGP09182 Sumeet Tigga
PGP09149 Deepali Gupta
PGP09162 Niraj
PGP09178 Siddharth Bhatia
PGP09141 Ashima Goel
PGP09183 Yash Jalan
The research can be of two parts:
1) Exploratory Research Design
2) Conclusive Research Design

Exploratory research includes:

 Secondary research
 Qualitative research with potential consumers.

The secondary research consisted of an analysis of some banks service centres. The objective
was to understand why customer complaints and the type of feedbacks received. This would
provide inputs.

The qualitative research will use in-depth interviews and focus-group discussions. This was
done to identify consumers’ loyalty, satisfaction and patronage for such a service and
understand the apprehensions against such a service shown by different consumer gain
insights into their expectations.

Aditi can make use of exploratory research design and get secondary data from some bank(s)
customer service centres. The bank frequently takes feedback from complaining customers after
handling their complaints.

Aditi can also get into qualitative research and get first-hand information by contacting
customers.

In-depth interviews: This will provide her with very rich data on customers’ experiences with service
failures particular to this context, their complaints and resolutions, and also their post-complaint
behaviours.

Focus groups: She can also approach experts and form a group of 6-8 members and know their view
point for reasons of customer’s dissatisfaction and how they think banks should aim at gardening
customer’s satisfaction, loyalty, patronage and trust.

Advantages: The advantages of focus groups can be summarized by 10 S’s

 Synergism
 Stimulation
 Security
 Spontaneity
 Serendipity
 Snowballing
 Specialization
 Scientific scrutiny
 Structure
 Speed

Disadvantages: Can be summarized with 5 M’s

 Misuse
 Misjudge
 Moderation
 Messy
 Misrepresentation
Advantages and disadvantages of in-depth interviews

Advantages:

1. Uncover greater depth of insights

2. Free exchange of information and there is no social pressure to conform to group response.

Disadvantages:

1. Costly affair
2. Time taking
3. Lack of skills

Advantages of secondary research:

1. Already gathered so may be quicker to collect.

2. May be gathered on a much larger scale than possible for the firm.
3. In some cases it can be very cheap or free to access.

Disadvantages:

1. The data may be biased and it is hard to know if the information was collected is accurate.
2. The data was not gathered for the specific purpose the firm needs or is not relevant to the
original context.

Data collection methods can be primary and secondary both.