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Essay / Research Paper Abstract
A 3 page paper discussing issues associated with gaining insight into preferences of customers of a retail bank. There are a number of means of gaining information about customers and how they behave, which indicates what they want. A more direct approach is to ask customers what they want. This can be accomplished in a variety of ways, including interviews, online surveys and document review. Bibliography lists 6 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSresDataCol.rtf
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Unformatted sample text from the term paper:
ready to offer a new credit card to its customers and seeks to include a variety of incentives in a list of the cards benefits. The bank wants to
attract as many well qualified customers as possible for the new card, so it wants to ensure that it offers incentives that customers truly want.
There are a number of means of gaining information about customers and how they behave, which indicates what they want. A more direct approach is to ask
customers what they want (Deming, 1986). This can be accomplished in a variety of ways as well. Some of those are interviews, online surveys and document review. Methods
and Cautions A recent study concluded data gathered online through forms that individuals complete themselves to be unreliable. Many people admit to
lying when filling out online forms asking questions they consider to be too personal (Study deems e-data unreliable, 2006). The more innocuous the questions are, the more likely that
survey respondents will answer them honestly. When questions venture into increasingly personal areas, inaccuracies increase significantly. As example, "54 per cent of
consumers lied when asked for their personal details over the Internet" (Study deems e-data unreliable, 2006; p. 2). Not only does this have the potential of undermining "the reliability
of traditional data collection methods" (Study deems e-data unreliable, 2006; p. 2), it also may have the local Best Buy or JC Penney sending gender-specific material to someone who lied
about gender on an online survey the individual will not remember completing. All s/he can see is that targeted marketing messages seem to be trying to reassign gender
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