Marine Midland Bank hired marketing researchers when it noticed many people who had savings accounts with the bank did not have checking accounts and credit cards with it. The first task of the market researchers was to learn if the bank wanted to know how its customers perceived the bank as a service provider, if it were more interested in what customers thought was superior about its savings account, if the bank thought some customer expectations were not being met or if what the bank really wanted to know was how it could change its service to better meet customer expectations. The first thing the research company did was to:

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The first task of the market researchers was to help the bank define the problem and establish research objectives, as there were multiple possible objectives depending on the bank's priorities. Only after this was done could the researchers move on to determining survey populations, methodology, and data analysis techniques.

Marine Midland Bank Hired Marketing Researchers When It Noticed Many