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Marketing Research Questionnaire Design Objective 1: To gather information from the rural Manitoba client population to determine whether rural clients presently serviced by Citigroup's provincial subsidiary, Manitoba Banking Central, would generally be

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Reece Berg 1140947 Marketing Research Questionnaire Design Objective 1: To gather information from the rural Manitoba client population to determine whether rural clients presently serviced by Citigroup's provincial subsidiary, Manitoba Banking Central, would generally be supportive of a rebranding campaign which sees the provincial bank subsidiaries re-opened under the Citigroup national brand. Rural clients may not have yet heard of our national brand. The rural market has been historically well-served by our subsidiary, Manitoba Banking Central, and caution must be exercised in making any rapid changes to the status quo without conducting marketing research to examine what the general sentiment amongst rural clients of Manitoba Banking Central is and how rural clients would perceive any significant changes, as a re-branding campaign would no doubt be, to their bank. For example, Manitoba Banking Central may have been historically better positioned to offer value added financial products and services due to their smaller size, and, if this is what rural clients demand or fear losing should rural banks be re-branded, the opportunity to expand financial product and service offerings in presently Manitoba Banking Central branded banks must be carefully weighed with whatever may be the opportunity cost of such an expansion and rebranding campaign may be. Citigroup brand awareness is realizable with a sufficient rural advertising budget, however the strong affinity many rural customers are believed to have for Manitoba Banking Central may prove to be extremely difficult, prohibitively expensive, and time consuming for Citigroup to replicate. ...read more.


Younger clients may need a loan for university or to purchase a car. Middle-aged clients may need help planning for retirement and retirees may need help managing their investments. Those aged somewhere in between may be in the market for mortgage products to enable them to purchase the home they want. Survey mode: The survey mode shall be a self-administered mail survey. Due to the sensitive nature of financial information and the hesitancy many share in not wanting to give financial information out freely over the telephone and Internet bandwidth bottlenecks preventing many rural clients from participating, a mail survey was ultimately arrived at. Due to the strong affinity that is believed to be held for Manitoba Banking Central by many of their bank branch clients, it is believed that some of the problems inherent to mail surveys (e.g. high non-response rates and response bias) may be mediated to a sufficiently large extent to warrant selecting this survey mode. Design a Questionnaire: Recently, Manitoba Banking Central was acquired by Citigroup. Citigroup is a multinational bank headquartered in the United States that has been actively seeking to expand it's Canadian presence. Why are we telling you all this? We need your help. Citigroup is asking bank clients of Manitoba Banking Central to please consider sparing approximately 10 minutes of your time to complete a financial questionnaire. All information provided will be kept in the strictest confidence. ...read more.


[ ] future retirement [ ] university or college education [ ] passive income [ ] other (please specify): ___________________________________________________________ 11. Which of the following most often influence your decisions? [ ] family [ ] work colleagues [ ] friends [ ] media [ ] other (please specify): ___________________________________________________________ Reece Berg 1140947 12. Which of the following income brackets best describes your 2010 family household income (before taxes)? [ ] less than $14,999 [ ] $15,000 to $24,999 [ ] $25,000 to $49,999 [ ] $50,000 to $74,999 [ ] $75,000 to $99,999 [ ] $100,000 to $124,999 [ ] $125,000 to $149,999 [ ] $150,000 to $174,999 [ ] $175,000 to $199,999 [ ] more than $200,000 13. Over the next five years, what do you think will happen to your family household income? (please select the choice that best describes your belief) [ ] increase [ ] remain stable [ ] decrease 14. What best describes your present employment status? [ ] full-time [ ] part-time [ ] unemployed [ ] student [ ] retired 15. How many dependents do you have? [ ] no dependents [ ] 1-2 dependents [ ] 3-4 dependents [ ] 5-6 dependents [ ] more than 6 dependents 16. Which age group do you fall into? [ ] 18-24 [ ] 25-30 [ ] 31-39 [ ] 40-49 [ ] 50-59 [ ] 60+ 17. What is your gender? [ ] male [ ] female 18. Are you the person responsible for most financial decisions in your household? [ ] yes [ ] no Reece Berg 1140947 ...read more.

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