QUESTION 02

a)Take an example of your choice and explain how VALS categories could be used to segment a market.

b)A bank manager notices that by the time customers get to the teller, they seem irritated and impatient. She wants to investigate the problem further, so she hires you to develop a marketing research design to figure out what is bothering the customers. Develop a marketing research design to investigate the reasons behind the above marketing problem. Clearly explain all relevant steps. [Hint: This is not the same as the marketing research process]