The branch manager of a local Bank of Montreal branch is interested in knowing how his perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. The branch manager needs:

Question

Quizplus · Accepted Answer

The branch manager needs to gather information about how customers perceive his bank on certain dimensions. This requires a descriptive research approach, which is focused on describing and understanding a phenomenon or group of individuals. Exploratory research would be more appropriate if the branch manager was unsure of which dimensions to investigate, while causal research is used to examine the relationship between variables. An experiment involves manipulating one variable to observe the effect on another, and basic bank research is not a recognized research approach.

The Branch Manager of a Local Bank of Montreal Branch