R.m case study - Unitedworld School of Business

2. RESEARCH CASE STUDY

3. Evaluate Citicorp's method for evaluating new
software/technologies?
• The method used by Citicorp is “Exploratory research
design” because it want to know the reaction of its
sample group towards its and yet to launch new
service/software.
• it is using primary data- qualitative(for open ended
questions) & quantitative method(for quantifiable
factor) to collect the respondents reaction and
feedback.
• Generating feedback from the sample of target group
through simulation technique is the most appropriate
one for receiving feedback.

4. What role should research play in the daily
operations of Citicorp/Citibank ?
• Research plays the following role:
• For the daily operations across its various services
of Citicorp:-
- It enables each business unit to offer services
according to the market needs and requirement
- It enables Citicorp to get feedback for its services
from its target group or customer and help
enhance its customer experience.

5. What role should research plays in the strategic
decision?
• It will help Citicorp to gauge the performance
of its existing services and take corrective
measures if require.
• It will help Citicorp to gauge the viability in
launching new services.

6. Campus Overview
907/A
Uvarshad, Gandhinagar
Highway, Ahmedabad –
382422.
Ahmedabad Kolkata
Infinity
Benchmark, 10th
Floor, Plot G1,
Block EP & GP,
Sector V, Salt-Lake,
Kolkata – 700091.
Mumbai
Goldline Business Centre
Linkway Estate,
Next to Chincholi Fire
Brigade, Malad
(West), Mumbai – 400
064.