3.2 Approach: The appropriate research design is to use exploratory research followed by descriptive research.

For example, A review of secondary data (including syndicated sources) is a useful first step. These sources will provide highly credible information that can be brought to bear precisely on the problem of expanding market sharing by catering to consumer preferences.

Focus groups are a popular exploratory technique. They allow researchers to communicate directly with a group of consumers. Consumers interact with one another enabling them to exhaust all ideas, attitudes and impressions they contain.

Descriptive research enables researchers to describe market characteristics and functions. Initially, a single cross-sectional survey can be conducted that is repeated periodically. Thus multiple cross-sectional designs will emerge over time. Surveys to gather descriptive research can be designed to learn the following:

To develop a profile of the characteristics of consumers who exhibit positive preferences and/or intentions toward JPMorgan Chase.

To determine the criteria consumers use to evaluate JPMorgan Chase and competing banks.

To determine the characteristics of consumers who exhibit loyalty toward JPMorgan Chase.

Please elaborate on previous points and develop your research questions and hypotheses.

RQ1

H1

H2

RQ2

H3

H4

RQ3

H5

H6

H7