MARKETING INFORMATION AND RESEARCH

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Content page no
Task 1 ( The research proposal ) 3- 15
1. The ackgro!n" o# co$$erc%al ank
&. The o'ect%(es o# th%s research
3. The "%##erent $etho"olog%es that co!l" e !se"
Task & ( the research $etho"olog)) 1*- &3
1. The appropr%ate research techn%+!e #or th%s research
&. The ,a) %n ,h%ch th%s research sho!l" e carr%e" o!t
3. R!les an" reg!lat%ons #or $o"erators
Task 3 &--&.
1. /hat %s a on-l%ne +!est%oner
&. 0a$pl%ng %ss!es %n(ol(e" %n ota%n%ng respon"ents #or a ,e s%te
3. Challenges o# on-l%ne an" o##-l%ne +!est%oner
-. An arg!$ent ase" on #or an" aga%nst gett%ng %n#or$at%on #ro$ th%s
so!rce
5. Concl!s%ons an" reco$$en"at%ons
1%l%ograph) &2
A33ENDI4 35-3&
3age 2 o# 31

TA06 - ONE
(T7E RE0EARC7 3RO3O0AL)

3age 3 o# 31
The n!$er o# pages - 1&
TA06 - ONE
T7E RE0EARC7 3RO3O0EL

The ackgro!n" %n#or$at%on #or the chosen organ%8at%on
Co$$erc%al ank %s a ent%t) ,h%ch ,as "o$%c%le" %n sr% lanka %n the )ear 12*2.o(er the
past -1 )ears the co$pan) has $a"e as strong sense o# presence %n the local ank%ng
arena ,h%ch has een #elt ) all sr% Lankans %n a e+!al $anner. At present the ank has a
$arket share o# 359.
the #ollo,%ng )ear a#ter %ncept%on the ank eca$e a l%cencence" co$$erc%al ank a#ter
%t #!rn%she" the re+!%re" legal "oc!$ents to operate as a ank%ng %nst%t!t%on. at present
the ank %s reg%stere" !n"er the ank%ng act 35 o# 12...
:or the past -1 )ears the ank has een ale to len" %ts sel# ,%th the local c!lt!re an"
ench$ark %ts sel# as the est ank %n operat%on %n sr% lanka. O(er the past "eca"e as the
onl) local ank ,h%ch took a pro"!ct%(e approach o# l%nk%ng gloal ank%ng tren"s ,%th a
to!ch o# local #la(or %t ,as cro,ne" ,%th the a,ar" o# e%ng the est ank %n the co!ntr)
) ne, ;ork ase" gloal #%nance $aga8%ne. At present the ank has een hol"%ng th%s
pos%t%on #or the past 11 )ears.
0!se+!entl) the co$pan) ,as also ran"e" as the est pr%(ate sector ank%ng %nst%t!t%on
that ren"ere" a )eo$an ser(%ce o(er the past "eca"e. Th%s a,ar" ,as cro,ne" ) the
anker $aga8%ne- sr% lanka.
In the &552 the co$pan) reporte" a %$press%(e )ear en" pro#%t a#ter ta< o# R.s.
-&-2-55.55. at present the co$pan) cons%sts o# a strong e$plo)ee ase o# 3555. These
e$plo)ees are also cons%"ere" to e people #ro$ "%(erse rel%g%o!s ackgro!n"s
represent%ng #ro$ all aro!n" the co!ntr).
1eca!se o# Co$$erc%al anks co$$%t$ent to ach%e(e e<cellence %n the ank%ng !s%ness
arena thro!gho!t the )ears= the ent%t) has t!rne" o!t to eco$e= an %ncreas%ngl)
pro#%tale= stale an" gro,th or%ente" $o"el pr%(ate sector ank%ng ent%t).
As a res!lt o# %ts pass%on to ach%e(e e<cellence %n e(er) spare o# operat%on an" act%(%t)
,h%ch %t carr%es o!t at present %t has a $a"e !se o# technolog) a a##or"ale so!rce o#
reach%ng the gloal !s%ness arena.
It %s also ,ell (erse" as one o# the #e, anks %n the co!ntr) ,h%ch has e+!%ppe" %ts sel#
,%th a !n%+!e range o# technolog) ,h%ch %s c!sto$er #r%en"l).
3ro"!cts an" ser(%ces the ank o##ers
1. The) $a%nta%n $on%tor) acco!nts o# the p!l%c.
&. Cooperate ank%ng #ac%l%t%es.
3. 3ersonal ank%ng #ac%l%t%es.
-. In(est$ent #ac%l%t%es.

3age 4 o# 31

The rat%onal o# th%s research
At present ,e see that the there %s a h!ge r%se %n the a$o!nt o# ent%t%es gett%ng there sel#
soph%st%cate" %n the /orl" /%"e /e. An" as a res!lt the) ha(e een ale to create an"
re"e#%ne there ser(%ce %n a ne, an" con(en%ent $anner to there c!sto$ers.
0o the rat%onal o# th%s research %s to e $ore aggress%(e %n the potent%al enhance$ents o#
the ent%t%es ,e s%te.
Objectives of this ese!ch
To e<a$%ne the general att%t!"e ,h%ch the potent%al c!sto$er has to,ar"s the
ent%t%es ,e s%te.
To "eter$%ne the potent%al !sers pattern o# na(%gat%on ,%th regar" to the ent%t%es
,e s%te..
To see ho, the ent%t%es ,e s%te "%##ers #ro$ %ts co$pet%tor an" potent%al ne,
,a)s o# %$pro(%ng %t.
1ase" on the o!tco$e o# the research to ass%st the co$pan) %n the select%on o# a
ne, an" appropr%ate "es%gn #or the ,e s%te.
The !ttit"#es of the c"e$t "ses to%!#s co&&eci!' b!$(s %eb)site.
ho, o#ten "o )o! (%s%t the ,e s%te
/hat "o )o! th%nk ao!t the ,e s%te.
Is the %n#or$at%on on the ,e s%te !p to "ate an" rele(ant.
Do )o! #eel sa#e ro,s%ng on the ent%t%es ,e s%te
Do )o! th%nk %t>s con(en%ent to #%n%sh )o!r transact%ons on l%ne rather than go%ng
to a ranch.
Once )o! lea(e a +!er) on the co$ anks ,e s%te "oes the ank respon" to %t.
C"e$t *se $!vi+!tio$ of the e,isti$+ %eb site-
,hat "o )o! #eel ao!t ro,s%ng thro!gh the ent%t%es ,e s%te= %s %t eas) or
co$pl%cate"
,hat are the $ost pop!lar pages %n the ,e s%te
,hat "o )o! th%nk ao!t the cl%ck thro!gh path o# the ,e s%te

3age . o# 31


"!r%ng a part%c!lar t%$e o# the "a) "o )o! e<per%ence an) o!nce rate or
slo,ness on the ,e s%te
A co&/!iso$ of the e$tities %eb site %ith its co&/etito
,hen co$pare" ,%th the co$pet%tor ,hat "o )o! th%nk ao!t the ,e s%tes
"es%gn an" la) o!t
Do )o! th%nk that the co$pet%tor %s o##er%ng $ore an" e<tra %n#or$at%on than
)o!r anks ,e s%te.
/hen ,e s%tes are co$pare" as a ,hole ,hat "o )o! th%nk ao!t the
percept%on o# on l%ne? %nternet ank%ng
E$h!$ce fe!t"es %hich co"'# be bo"+ht i$to the %eb site
.,hat are the est #eat!res )o! th%nk %s !se" ) est pract%ce ,e s%tes.
Do )o! #eel that the ,e s%te sho!l" g%(e a e+!al opport!n%t) to all !sers to
change the s%8e o# the la)o!t ase" on the%r re+!%re$ents
Do )o! #eel that ne, ,a)s sho!l" e %ntro"!ce" on the ,e s%te %n or"er #or
c!sto$ers to get !p to "ate %n#or$at%on #ro$ the ,e s%te
the se'ectio$ of the $e% #esi+$ of the %eb site.
.,hat "o )o! th%nk ao!t the la)o!t o# the ,e s%te= sho!l" there e an)
%$pro(e$ents %n %t.
/hat "o )o! th%nk ao!t the colors !se" %n o!r ,e s%te.
/hen %t co$es to choos%ng a color or "es%gn "o )o! th%nk that a ank sho!l"
g%(e spec%#%c pro$%nence to the$.
The appropr%ate $etho"olog) #or the research
In the conte<t o# Co$$erc%al ank o# Ce)lon the appropr%ate $etho"olog) #or the
research %s secon"ar) research.
0econ"ar) research
0econ"ar) research %s kno,n to e the +!%ckest an" $ost econo$%cal ,a) #or researches.
It %s also kno,n to ha(e the a%l%t) to take the a"(antage o# ,ork o# other %n"%(%"!als or
co$pan%es o# the%r o,n earl%er e##orts %n or"er to #%n" a sol!t%on #or an ent%t%es perta%n%ng
3age 0 o# 31
prole$. To"a) ,e see that $ost co$pan%es ,ho ha(e engage" there sel#>s %n research
progra$s %n the past ha(e een ale to $a%nta%n a co$pan) ase" research l%rar) #or the
@e$ersh%p no - 13*351.*
p!rpose o# the%r "a) to "a) $arket%ng act%(%t%es. :or the p!rpose o# secon"ar) research
%n#or$at%on #ro$ tra"e assoc%at%ons= co$pan) sales "ata= go(ern$ent "oc!$ents are a
#r!%t#!l so!rce. 7o,e(er= !n"er th%s ,hen cons%"er%ng secon"ar) "ata the) sho!l" look

%nto #acts s!ch as= the "!rat%on %n ,h%ch th%s %n#or$at%on ,ere collecte"= %ts rele(ance #or
the co$pan)>s
research. Ent%t%es sho!l" look %nto these #acts eca!se these "ata ha(e een prepare" #or
the p!rpose o# other organ%8at%ons.
The a"(antages o# secon"ar) research.
1. The researcher or the research #%r$ can get %n#or$at%on #ro$ alrea") p!l%she"
so!rces. %n the process o# "ata collect%on th%s helps the spec%#%c #%r$ %n a(o%"%ng
!nnecessar) cost.
&. /hen co$pare" to carr)%ng o!t a research pro'ect an" then see%ng %ts res!lts=
secon"ar) "ata %s !se#!l eca!se the re+!%re" %n#or$at%on co!l" e collecte" ,%th%n a #e,
"a)s.
3. 0econ"ar) "ata also pro(%"es ent%t%es %n#or$at%on ,h%ch cannot e carr%e" o!t ) a
nor$al #%el" research.
Carr)%ng o!t th%s research ,%ll ass%st %n the process o# "ata collect%on #or the pr%$ar)
research. ) clar%#)%ng #!rther ,e co!l" see that #ollo,%ng %n#or$at%on can e "er%(e"
thro!gh the pr%$ar) "ata collect%on process.
!- A clear (%e, on co$$erc%al anks pro"!cts an" ser(%ces.
b- ,ho are the $a%n co$pet%tors o# co$$erc%al ank.
c- A c!sto$ers= a(erage spee" o# transact%on thro!gh the ent%t%es ,e s%te= as ,ell as the
#re+!enc) o# h%s transact%on.
The proce"!re o# the research
To garner %n#or$at%on to #!l#%ll the ao(e o'ect%(es %t %s %$portant to cons%"er a ent%t%es
%nternal as ,ell as e<ternal "ata. #or the p!rpose o# !n"erstan"%ng "ata can e class%#%e"
%nto &.
1. Internal secon"ar) "ata.
&. E<ternal secon"ar) "ata.
Internal secon"ar) "ata.
Thro!gh the techn%+!e o# %nternal secon"ar) research %n#or$at%on ,%th relate" to
o'ect%(e a an" c can e ota%ne" ,%th the !se o# th%s %n#or$at%on "ata s!ch as=
1. ,ho are co$$erc%al anks c!sto$ers= there !)%ng eha(%ors= the%r percept%ons
ao!t the ank.
3age 1 o# 31
&. A clear reak "o,n on all ent%t%es pro"!cts an" ser(%ces.
7o, ,%ll these %n#or$at%on e e<ec!te"
Once these "ata ha(e een ota%ne" #ro$ rele(ant part%es the) ,o!l" e anal)8e" an"
strateg%8e" accor"%ng to the research a"'ect%(es o# co$$erc%al ank. an" there on,ar"s %t
,o!l" e sent %n a report #or$at. A#ter anal)8%ng these %n#or$at%on %# there %s an)
%n#or$at%on ,h%ch %s not categor%8e" then ,e ,o!l" look %nto the pr%$ar) research.

A!al%tat%(e research
/hat %s +!al%tat%(e research=
A!al%tat%(e research can e "e#%ne" as=
B%ts so calle" eca!se %t e$phas%8es l%es %n pro"!c%ng "ata ,h%ch %s r%ch %n %ns%ght=
!n"erstan"%ng= e<planat%on an" "epth o# %n#or$at%on= !t ,h%ch cannot e '!st%#%e"
stat%st%call)C
(cro!ch an" ho!s"en>s &553? C%$ co!rse ook)
O(er the )ears +!al%tat%(e research has t!rne" o!t to eco$e one o# the $ost %$portant
so!rces #or $arket%ng pro#ess%onals as ,ell as ent%t%es. th%s %s eca!se +!al%tat%(e research
pro(%"es %$portant "ata that co!l" e !se" to !n"erstan" a ent%t%es c!sto$ers as ,ell as
there eha(%ors. A +!al%tat%(e research $etho" %s %$portant #or a ent%t) eca!se %t
pro(%"es %$portant %n#or$at%on ,%th !n%+!e character%st%cs.
these character%st%cs are=
1. Th%s $etho" %s kno,n to re(eal op%n%ons= $ot%(at%ons as ,ell as att%t!"es.
&. It %ncl!"es the %nterpretat%on o# a h%ghl) +!al%#%e" researcher.
3. The process o# "ata collect%on goes thro!gh a techn%+!e ,h%ch %s !nstr!ct!re".
-. The research ,h%ch %s carr%e" o!t #oc!ses on the !n"erstan"%ng o# a spec%#%e"
gro!p.
The +!al%tat%(e research carr%e" o!t on co$$erc%al ank ,%ll #oc!s on the tho!ghts o# %ts
spec%#%e" gro!p ,%th relat%on to the elo, o'ect%(es.
1. A,areness ao!t co$$erc%al anks ,e s%te.
&. A,areness an" att%t!"e ao!t the stan"ar" o# ser(%ce o##ere" ) co$$erc%al ank
thro!gh the%r ,e s%te.
3. Look %nto the att%t!"es o# co$$erc%al anks c!sto$ers ,%th regar" to the anks
,e s%te "es%gn e.t.c
-. A ascerta%n on the anks ,e s%te on ,hat areas a c!sto$er #eels that co$$erc%al
ank can %$pro(e.
5. C!sto$ers (%e,s ao!t the c!rrent co$pla%nt process o# co$$erc%al ank
3age 2 o# 31
@etho"olog) - #or the research
:oc!s gro!p
A #oc!s gro!p can e "e#%ne" as=
BA "epth %nter(%e,s ,%th a gro!p o# peopleD the) "%##er %n that the) %n(ol(e %nteract%ons
et,een respon"ents.C
/hen a #oc!s gro!p %s con(ene" a $o"erator pro(%"es a r%e# co$$ent on the p!rpose o#
th%s research ,%th regar" to co$$erc%al ank. An" then a$ong the part%c%pants he
s!ggests a top%c to start the "%sc!ss%on .the $a%n role o# the $o"erator %s to c%rc!late the

%nterest o# the gro!p thro!gho!t the sess%on. Thro!gh th%s "%sc!ss%on a $o"erator sho!l"
o!t l%ne spec%#%c %n#or$at%on s!ch as ,hat "o c!sto$ers #eel ao!t co$$erc%al anks ,e
s%te= there att%t!"es an" eha(%or to,ar"s the ,e s%te= an" etc.
The $o"erator atte$pts to let the gro!p carr) the con(ersat%on ) %tsel#. he %nter(enes
onl) to %ntro"!ce top%cs o# %$portance that $a) not co$e !p s)ste$at%call). he also
%nter(enes to $o(e on ,hen a top%c has een e<ha!ste" or to r%ng the "%sc!ss%on ack to
an area o# %nterest ,hen th%ngs ha(e eco$e or%ng to the part%c%pants.
The "%sc!ss%ons ,h%ch take place et,een the part%c%pants are !s!all) tape" so that the
$o"erator can keep track o# the %n#or$at%on ,%tho!t #ear o# los%ng %n#or$at%on. )
recor"%ng these "%sc!ss%ons %t helps a $o"erator %n anal)8%ng the %$portant areas ,h%ch
,ere "%sc!sse" "!r%ng the con(ersat%on.
A"(antages o# #oc!s gro!p
1. The %nter(%e,s ,h%ch take place can e (%e,e" re$otel) an" %n real t%$e the)
also co!l" e recor"e".
&. The) pro(%"e r%ch an" "eta%le" kno,le"ge ao!t a spec%#%c s!'ect.
3. E%e,ers o# th%s "%sc!ss%on can co$$!n%cate a""%t%onal +!est%ons or %$portant
"%sc!ss%on po%nts to the $o"erator.
D%sa"(antages o# #oc!s gro!p
1. a sk%lle" $o"erator %s a cr!c%al po%nt #or a #oc!s gro!p.(%t %s sa%" that a sk%lle"
$o"erator sho!l" e ,ell tra%ne" %n ps)cholog) an" soc%olog).
&. The total res!lt an" o!tp!t %n th%s $etho" o# research "epen"s on the sk%ll an"
%$ag%nat%on o# the $o"erator.
3. Cr%t%cs sa) that the res!lts ota%ne" ) a #oc!s gro!p are a l%ttle $ore than the
creat%(%t) o# the researcher.
Recr!%t$ent o# part%c%pants
:or a #oc!s gro!p one o# the $ost %$portant aspects %s the +!al%t) o# the part%c%pants. #or
the p!rpose o# co$$erc%al anks research at #%rst part%c%pants ,%ll e %n(%te" to take part
%n a %nter(%e, sess%on.
3age 3 o# 31
An" %n th%s sess%on a "eta%le" l%st o# +!est%ons a ,%ll presente" to the part%c%pants. O!t o#
th%s part%c%pants a han" #!ll o# 1&5 part%c%pants ,%ll e chosen ase" on there a%l%t) to
ans,er the sa%" presente" +!est%on. :or th%s sess%on o# #oc!s gro!p part%c%pants #ro$ all
o(er the co!ntr) ,%ll e %n(%te". Th%s %s eca!se %t %s %$portant to ota%n the (%e,>s o#
%n"%(%"!als %n all ,alks o# l%#e %n or"er #or the ent%t) to %$pro(e %ts ,e s%te.
3roce"!re o# the #oc!s gro!p
:%(e gro!ps o# #o!r part%c%pants each ,%ll e set !p at the sr% lanka e<h%%t%on an"
con(ent%on centre $a%n hall. Three $o"erators ,%ll e set !p %n the $a%n hall to $o"erate
the act%(%t%es o# these part%c%pants.
these $o"erators ,%ll e r%e#e" %n a"(ance ao!t the sess%on an" the ,a) %n ,h%ch the
act%(%t%es o# th%s sess%on sho!l" e carr%e" o!t. the sess%on o# each gro!p ,%ll e t%$e" #or

1ho!r.an" the act%(%t%es carr%e" o!t ) each an" e(er) gro!p ,%ll e #%l$e" an" recor"e"
#or later re#erence.
These sess%ons are sa%" to e atten"e" ) the hea"s o# the $arket%ng "%(%s%on o#
co$$erc%al ank plc. these hea"s o# the $arket%ng "%(%s%on ,%ll e p!t %n a roo$ ?c!%cle
,%th a one ,a) glass an" the) ,%ll e g%(en $%crophones to ra%se rele(ant +!est%ons to
the $o"erator.
0a$pl%ng
Fn"er th%s the pop!lat%on o# the #oc!s gro!p ,%ll e spl%t %nto t,o gro!ps. An" each
gro!p ,%ll cons%st o# people #ro$ "%##erent ,alks o# l%#e. Each o# these gro!ps ,%ll ha(e
35 part%c%pants. The #oc!s gro!p ,%ll e categor%8e" as sho,n elo,.
GROF3 1 GROF3 & GROF3 3 GROF3 -
35 35 35 35
Each o# these gro!ps ,%ll %ncl!"e=
1. @ales an" #e$ales
&. 3eople represent%ng "%##erent pro#ess%ons
3. 3eople #ro$ "%##erent age gro!ps. (1.-35)
-. 3eople ,ho ha(e (%s%te" co$$erc%al anks ,e s%te o(er the past )ear.
Data anal)s%s.
A#ter the #oc!s gro!p sess%on all the "%sc!sse" "eta%ls ,%ll e anal)8e" ) the t,o
respect%(e $o"erators. an" then these "ata ,%ll e ta!late" !s%ng $etho"s s!ch as=
annot%on= sp%"er "%agra$s =as ,ell as co$parat%(e techn%+!es. the ao(e state" $etho"s
are !se" %n or"er to pro(e the (al%"%t) o# the research.
A!ant%tat%(e research.
A!ant%tat%(e research can e "e#%ne" as=
3age 14 o# 31
BResearch that %s !n"ertaken !s%ng a str!ct!re" research approach ,%th a sa$ple o# the
pop!lat%on to pro"!ce +!ant%#%ale %ns%ghts %nto eha(%ors= $ot%(at%ons= an" att%t!"esC
(Alan /%lson ? CI@ co!rse ook)
A!ant%tat%(e research %s also kno,n as the c!rrenc) o# $arket%ng research. eca!se th%s
g%(es ent%t%es "eta%ls ao!t op%n%on polls= ao!t ,ho pre#ers the ent%t%es pro"!cts an"
ser(%ces.:or the p!rpose o# +!ant%tat%(e research co$$erc%al ank can !se a large n!$er
o# there "a) to "a) c!sto$ers. an" !n"er th%s $etho" the) co!l" $eas!re the att%t!"es o#
each an" e(er) c!sto$er ao!t the ent%t%es pro"!cts an" ser(%ces. Fs%ng +!ant%tat%(e
research as a starter ,%ll help co$$erc%al ank %"ent%#) there c!sto$ers an" there
ank%ng eha(%or ,ell.
A!ant%tat%(e research o'ect%(es.
1. 7o, $an) c!sto$ers ha(e seen the ,e s%te o# co$$erc%al ank.
&. A!ant%#) ao!t ho, $an) %n"%(%"!als are a,are ao!t co$$erc%al anks ,e s%te
3. /ho "o c!sto$ers see as co$$erc%al anks $a%n co$pet%tor.
-. 7o, rep!tale %s co$$erc%al anks co$pet%tors> ,e s%te.
@etho"olog)
On-l%ne @a%l s!r(e)
In th%s $etho" there %s no %nter(%e,er= th%s %s the $a%n "%##erence et,een the
$etho"olog%es ,h%ch ,as !se" ao(e. In an on-l%ne $a%l s!r(e) %t p!ts a great le(el o#
%$portance on constr!ct%ng a acc!rate an" proper +!est%onna%re.
Th%s %s eca!se %n the present ,e see that as peoples l%#e st)les are cont%n!o!sl) chang%ng
there %s a great %$portance %n $ak%ng a part%c!lar th%ng attract%(e %n or"er to garner h%s or
her attent%on. an" the ne<t %$portant th%ng %s ,hat k%n" o# letters or "oc!$ents ,%ll
acco$pan) %t.
1!t th%s %s $etho" %s cons%"ere" to e a pract%cal $etho" eca!se %t helps a ent%t) to reach
a ,%"er a$o!nt o# people %n all geograph%cal areas %n the co!ntr). It also helps a ent%t) to
reach people %n r!ral as ,ell as !ran at the sa$e cost.
Fn"er th%s $etho" a +!est%oner ,%ll e e-$a%le" to selecte" $e$ers o# the "ata ase o#
co$$erc%al ank. the part%c!lar $a%l s!r(e) ,%ll e "one all on selecte" $e$ers aro!n"
the co!ntr). 0o #or th%s e-$a%l s!r(e) a spec%al recogn%t%on co"e ,%ll e !se" %n or"er to
%"ent%#) the respon"e".

0a$pl%ng
Fn"er th%s $etho" %n"%(%"!als ,%ll e spl%t %nto gro!ps. an" o!t o# th%s gro!p 1&5
%n"%(%"!als ,%ll e selecte" #or the s!r(e). an" each gro!p ,%ll cons%st o# as "ep%cte"
elo, then the gro!p ,%ll e categor%8e" %nto - $a%n gro!ps as elo,.
Gro!p 1 Gro!p & Gro!p 3 Gro!p -
35 35 35 35
Th%s s!r(e) ,%ll %ncl!"e=
1. @ales an" #e$ales
&. 3eople represent%ng all k%n"s o# pro#ess%ons.
3age 11 o# 31
Th%s s!r(e) ,%ll e a personal%8e" one an" the "ra#t s!r(e) #or$ ,%ll e sent to a chosen
%n"%(%"!al along h%s $onthl) or +!arterl) electron%call) generate" ank state$ent.
@e$ersh%p no - 13*351.*
3roce"!re
At #%rst a "ra#t o# the s!r(e) ,%ll e han"e" o(er to the research tea$. 0!se+!entl) these
s!r(e) letters ,%ll e sent to the c!sto$ers?chosen %n"%(%"!als o# co$$erc%al ank.Th%s
s!r(e) %s sa%" to acco$pan) a %n"%(%"!als electron%c ank state$ent.
These respon"ents ,%ll e tol" to e-$a%l the co$plete" s!r(e) %ns%"e H ,ork%ng "a)s. %t %s
e<pecte" that there co!l" e a respon"e" rate o# ao(e .59.so th%s sho,s !s that o!t o#
the 1&5 selecte" %n"%(%"!als at least 15&?155 %n"%(%"!als ,o!l" respon" to the ao(e
ca!se.
:ace to #ace %nter(%e,
Th%s %s kno,n to e one o# the $ost (ersat%le an" #le<%le $etho"s o# con"!ct%ng a
s!r(e). Th%s $etho" %s cons%"ere" to e a"(antageo!s ,hen the person ,ho %s con"!ct%ng
the %nter(%e, nee"s to sho, a spec%#%c th%ng an" get the respon"ents spot response.
As th%s e%ng the #%nal phase o# the research %t %s %$portant to get a clear an" spot #ee"
ack #ro$ co$$erc%al anks cl%ents. Each an" e(er) %n"%(%"!al ,%ll e sho,n the c!rrent
,e s%te an" each an" e(er) ,e page. An" a spot response ,%ll e e<pecte" #ro$ each o#
these respon"ers. :or th%s research $etho" %n"%(%"!als ,%ll e selecte" ase" on there
a%l%t) an" !n"erstan"a%l%t) o# technolog).
0a$pl%ng
In th%s $etho" %n"%(%"!als ,%ll e chosen ase" on there kno,le"ge le(el ao!t
technolog). !t the #%r$ ,%ll also $ake s!re to select co$$erc%al anks c!sto$ers ,ho
,%ll represent the ent%re pop!lat%on. :or th%s s!r(e) 55 %n"%(%"!als ,%ll e selecte" #ro$
all aro!n" the co!ntr). These %n"%(%"!als ,%ll e categor%8e" as elo, =

catogare) N!$er o# part%c%pants
@ales &5
:e$ales &5
1.-&5 15
&*-35 35
3*-55 5
These gro!ps ,%ll %ncl!"e=
1. @ales an" #e$ales
&. 3eople ,ho ha(e !se" an" e<per%ence" co$$erc%al anks ,e s%te.
3. Co$$erc%al anks c!rrent c!sto$ers
The proce"!re
:or th%s p!rpose co$$erc%al ank ,%ll !se t,o %n"%(%"!al %nter(%e,ers. pr%or to the start
o# sess%on each selecte" can"%"ates ,%ll e calle" %nto a roo$ an" the %nter(%e,ers ,%ll
+!est%on the can"%"ate ,%th regar" to the ao(e $ent%one" +!al%tat%(e o'ect%(es. an"
3age 12 o# 31
then the %nter(%e,ers ,%ll !se $echan%cal a%"s an" "%spla)s ,here necessar) to garner
rele(ant e<planat%on an" clar%#%cat%ons ,%th regar" to a can"%"ates ans,ers.
The anal)s%s o# "ata
At th%s po%nt the "ata collecte" ) the ao(e t,o +!al%tat%(e $etho"s ,%ll e checke" #or
an) poss%le errors %n %t an" a#ter,ar"s these "ata ,%ll e ta!late" %n separate
appropr%ate "ata ases. I# the correspon"%ng respon"er has not ans,ere" a spec%#%c
+!est%on that +!est%on ,%ll e separatel) not%#%e" %n the "ata ase. A#ter th%s separate
techn%+!es s!ch as $!lt%(ar%ate an" %(ar%ate ,%ll e !se" to create a co$$on plat#or$
et,een the "%##erent pop!lat%on str!ct!res.
Report%ng the rele(ant #%n"%ngs
No $atter ,hat the +!al%t) %s o# a sa%" research !n"ertaken= $!ch %s "epen"e" on the ,a)
the #%n"%ngs o# the res!lt are co$$!n%cate" to the rele(ant a!"%ence. Each research
!n"ertaken ) o!r agenc) %s cons%"ere" to e "%##erent %n the approaches ,e a"opt.
co$$erc%al anks research #%n"%ngs ,%ll e co$$!n%cate" to the $arket%ng tea$ ) the
last ,eek o# No(e$er.as a re(%e, o# th%s report a -5 $%n!te presentat%on ,%ll e "one )
o!r research tea$ .%n th%s oral presentat%on %$portant aspects note" %n the research ,%th
regar" to ,here the ank nee"s %$pro(e$ent ,%ll e not%#%e" to the$.
a#ter th%s process on the 3
r"
,eek o# Dece$er a #%nal "ra#t o# the research #%n"%ngs
ta!late" res!lts ,%th %ncl!s%(e o# a electron%c cop) ,%ll e #or,ar"e" to co$$erc%al
ank. In case the ank re+!%res an) a""%t%onal %n#or$at%on the) ,%ll e not%#%e" to contact
the hea" o# o!r research #%r$.

T%$e #ra$e re+!%re$ent
t!s( %ee(
1 2 3 4 . 0 1 2 3 14 11
3ro'ect plann%ng <
0econ"ar) research < <
0econ"ar) research < <
Tra%n%ng o# people
,ho ,%ll carr) o!t
%nter(%e,s
<
Recr!%t$ent o#
respon"ents
< <
A!al%tat%(e anal)s%s < <
Tra%n%ng o#
%nter(%e,ers #or the
+!ant%tat%(e research
< <
Recr!%t$ent o#
respon"ents
< <
A!ant%tat%(e anal)s%s < <
A!ant%tat%(e report <
3resentat%on <
3age 13 o# 31
:%nal "ra#t <
Tale I - GANNT C7ART I sho,%ng the spec%#%c allocate" t%$e #ra$e #or the research.
O!r research tea$ %s tol" to $eet ,%th str%ct "ea"l%nes. As a res!lt o# %t s%nce the
co$$ence$ent o# the research the tea$ an" %ts hea" $eet on e(er) other "a) o# the
,eek. An" on each sess%on the tea$ $eets !p %t "oes a re(%e, on the ,ork carr%e" o!t.
:ees
1elo, state" %s the reak"o,n o# the #ees ,h%ch %s s!ppose" to e charge" ) o!r #%r$.
th%s #ee %s sa%" to e str!ct!re" ase" on the rep!tat%on an" e<per%ence o!r #%r$ en'o)s %n
the #%el" o# research.

St!+e of ese!ch Desci/tio$ o$ the
/eo/'e i$vo've#
5"!$tit
6
cost
Research sta## 1 sen%or an" -
'!n%ors
. ,eeks J &5555
0econ"ar) research 3!rchase o# rele(ant
stat%onar)
- J .55
A!al%tat%(e research :oc!s gro!p &5 J &555
A!ant%tat%(e
research
:ace to #ace
%nter(%e,
postal s!r(e)
55
1&5
J 3555
J *555
Other e<penses tra(el%ng - J 355
Tot!' cost J 32144
The ent%t%es C.E
A.C. Nelson co$pan) %s one o# !n%te" state" lea"%ng research #%r$s. %ts e<per%ence %n
research ,ork carr%e" o!t %n the cooperate sector %s acke" ) &5)ears o# sol%"
e<per%ence.
At present A.C . Nelson Co$pan) cons%sts o# all $o"ern "a) h% technolog%cal an"
sc%ent%#%call) pro(en e+!%p$ents ,h%ch can cater to "%(erse nee"s o# %ts cl%ents.
,%th a co$%nat%on o# technolog) an" e<per%ence A.C. Nelson %s "eter$%ne" to pro(%"e a
!n%ase" an" ta%lor $a"e sol!t%ons to %ts cl%ents.
@r. 'ohn nelson E",ar" %s the hea" o# A.C. Nelson research tea$. 0!se+!entl) a#ter
ota%n%ng a "octorate %n econo$%cs #ro$ the prest%g%o!s notha$r%a !n%(ers%t) he starte"
the A.C. Nelson research #%r$.
At present the sen%or cons!ltant?research o# the #%r$ %s @r. Kason orne. 7e %s sa%" to
co!nt o(er 15 )ears o# e<per%ence %n the coperate ank%ng sector.
:!rther %n#or$at%on ao!t o!r research #%r$ can e ota%ne" ) (%s%t%ng o!r co$pan%es
cooperate pro#%le ,h%ch %s= ,,,.acnelsonresearch.co$
3age 14 o# 31
A!al%t) control
Th%s part%c!lar research co"e o# con"!ct %s sa%" to a"here the g!%"el%nes p!l%she" ) ICC
an" @R0. In or"er to $a%nta%n the +!al%t) o# the research that ,e carr) o!t #or
co$$erc%al ank plc ,e ,o!l" ens!re that o!r cons!ltants an" %nter(%e,ers are ,ell
r%e#e" an" tra%ne" pr%or to there engage$ent %n there $o"erat%ng act%(%t%es
Contact "eta%ls
@.R. 'ack r%cher
0en%or research e<ec!t%(e
A.C. Nelson research cons!ltanc)
Tel- L11&5-*5.&5
E-$a%l- 'ackr%cherMnrs.co$
3age 1. o# 31
3age 10 o# 31
TA06 - 5&
T7E RE0EARC7 @ET7DOLOG;
N
@ODERATOR GFIDLINE0
The n!$er o# pages #or the research
$etho"olog) - 44
The ,or" co!nt #or the $o"erator
g!%"el%nes - 220

Task -&
The $o"erator g!%"el%nes
The "%sc!ss%on g!%"e an" $o"erator %n#or$at%on
Th%s "%sc!ss%on g!%"e %s sa%" to ass%st all o!r $o"erators ,ho ,%ll e $anag%ng the - #oc!s gro!ps
,h%ch are l%kel) to take place. The part%c%pants #or each #oc!s gro!p ha(e een chosen ) A.C.
NEL0ON A00OCIATE0 thro!gh the !sage o# ran"o$ sa$pl%ng.
As ,e plan to con"!ct screen%ng %nter(%e,s as a pre re+!%re$ent screen%ng %nter(%e,s ,%ll e
con"!cte" at the sr% lanka e<h%%t%on an" con(ent%on centre a!"%tor%!$. It %s also notale that each
%n"%(%"!al ,ho %s l%kel) to part%c%pate %n these %nter(%e,s ,%ll ha(e the e+!al proa%l%t) o# e%ng
selecte".
Once these part%c%pants are selecte" the) ,%ll e p!t %nto #oc!s gro!ps ,h%ch ,%ll cons%st o# &
$o"erators each. An" then these $o"erators ,%ll e r%e#%ng each an" e(er) %n"%(%"!al %n the
gro!p ao!t the "a)>s procee"%ngs.
:ollo,%ng th%s a e-$a%l ,%ll e c%rc!late" a$ong the potent%al part%c%pants %n or"er to con#%r$
the%r stat!s ,%th regar" to part%c%pat%on. Th%s e-$a%l ,%ll pro(%"e each an" e(er) %n"%(%"!al ,%th a
co$prehens%(e !p"ate on ,here the secess%ons are s!ppose" to e con"!cte"= the "ates= t%$es=
an" an) %ncent%(%8es ,h%ch are l%kel) to e pro(%"e" as a grat%t!"e #or the %n"%(%"!als
part%c%pat%on.
An) %n"%(%"!al ,ho "oes not respon" to th%s e-$a%l ,%ll e calle" %n"%(%"!all) an" %n+!%re" ao!t
the%r part%c%pat%on.
Th%s "%sc!ss%on %s sa%" to e "%(%"e" %nto 3 phases.
1. Intro"!ct%on stage.
&. D%sc!ss%on stage.
3. 0!$$ar%8at%on stage.
Th%s g!%"e %s sa%" to e !se" %n or"er to e"!cate the $o"erator o# the #oc!s gro!p ao!t the
re+!%re" t%$e #ra$e #or each stage. Th%s "oc!$ent %s also sa%" to re$a%n as a ack-!p eca!se %t
,%ll help an" ass%st the $o"erator %n all h%s re#erral act%(%t%es.

Intro"!ct%on stage (the #%rst stage)
Th%s stage ,%ll e !se" as a plat#or$ to e"!cate all part%c%pants ao!t general %n#or$at%on.

The) are=
a ,elco$e to all gro!p %n"%(%"!als
I$portant en(%ron$ental %n#or$at%on= s!ch as= e$ergenc) #%re e<%t= the to%let an" etc.
a r%e# e<planat%on on ,h) th%s s!r(e) %s sa%" to e carr%e" o!t.


3age 11 o# 31
E<planat%on on each research stage= t%$e allocate"= an" the research o'ect%(e sa%" to e
#!l#%lle" thro!gh each stage..
Clar%#%cat%on ,%th regar" to eth%cal stan"ar"s - the respon"ents ,%ll not e contacte" a#ter
the research "!e to ,hat reason e(er= @R0 stan"ar"s !p hel".
Gro!p g!%"el%nes I the %$portance o# each $e$ers part%c%pat%on= that each an" e(er)
part%c%pants= op%n%on ,%ll e respecte"= each person ,%ll ha(e a spec%#%c t%$e #ra$e to
(o%ce the%r op%n%ons.
Each %n"%(%"!al %n the #oc!s gro!p ,%ll e r%e#e" that the $arket%ng tea$ o# co$$erc%al
ank ,%ll e there (%e,ers an" the) ,%ll e oser(%ng these %n"%(%"!als op%n%ons thro!gh
a one ,a) $%rror.
a r%e# %ntro"!ct%on on ho, the collecte" res!lts ,%ll e anal)8e".
a re+!est ,%ll e $a"e to each %n"%(%"!al %n the gro!p to %ntro"!ce the$ sel# to the person
seate" ne<t to the$.
In"%(%"!als ,%ll e g%(en a opport!n%t) to (o%ce o!t there +!est%ons #or ,h%ch the%r +!%re
clar%#%cat%ons.
D%sc!ss%on stage 1 I ( *5 @INFTE0)
Th%s stage %s sa%" to #oc!s on the #%rst research o'ect%(e. In th%s stage %n"%(%"!als ,%ll e
+!est%one" on the%r att%t!"es an" percept%ons ao!t co$$erc%al anks ,e s%te an" the
,e s%tes na(%gat%on.
The #%rst #e, +!est%ons aske" ) the $o"erator ,%ll e ,%th regar" to get the attent%on o# the
respon"ents.
A#ter the necessar) attent%on has een sorte" $ore spec%#%c +!est%ons are s!ppose" to e aske"
!n"er the top%cs spec%#%e" elo,.
1. 0hare )o!r e<per%ence ,%th regar" to the last (%s%t to co$$erc%al anks ,e s%te.- (,as %t
pos%t%(e or negat%(e)
&. 0hare )o!r general att%t!"e ao!t co$$erc%al anks ,e s%te.-(,as %t pos%t%(e or
negat%(e)
3. 0hare )o!r att%t!"es ,%th regar" to the na(%gat%on process o# the ,e s%te
-. 0hare )o!r att%t!"e ,%th regar" to sa#et) on the co$$erc%al anks ,e s%te.
5. 0!ppos%ng %# an) %n"%(%"!al has a negat%(e att%t!"e ,%th regar" to sa#et) the) ,%ll e
aske" to present %"eas #or appropr%ate sa#et) $eas!res.
*. ;o!r tho!ghts ,%th regar" to the general content on the co$$erc%al anks ,e s%te- (%s %t
rele(ant or not)

3age 12 o# 31
H. Each part%c%pants e<per%ence ,%th regar" to co$$erc%al anks on l%ne co$pla%n
proce"!re ,%ll e %n+!%re"
The #%rst 3ro'ect%(e techn%+!e - 0ENTENCE CO@3LETATION
Th%s techn%+!e ,%ll pro(%"e a plat#or$ to a %n"%(%"!al to #%ll or co$plete a sentence ase" on
h%s or her consc%ence. 1) pro(%"%ng a chance #or sentence co$plet%on ,e are plann%ng to get
the correct att%t!"e ,h%ch each an" e(er) %n"%(%"!al has to,ar"s co$$erc%al anks ,e-s%te.
Thro!gh th%s techn%+!e respon"ents ,%ll e g%(en a chance to co$plete the sentence ase" on
h%s or her tr!e #eel%ngs.
I #eel that I ha(e ------------------------ kno,le"ge on the ser(%ces co$$erc%al ank
o##ers thro!gh %ts ,e s%te .
The ser(%ces o##ere" ) $) ank are ------------------------------
The content on $) anks ,e s%te are----------------------------
The na(%gat%on process o# the ,e s%te %s -----------------------
I #eel that "o%ng a transact%on on l%ne %s --------------------------
Each t%$e I log %nto co$$erc%al anks ,e s%te I go thro!gh a ----------------------
e<per%ence= ,h%ch also $akes $e #eel --------------------------
----------- Lea(e co$pla%ns ,%th regar" to co$$erc%al anks ser(%ces= the)
-------------- get ack to $e.

DI0CF00ION 0TAGE (the secon" stage)
Fn"er th%s stage the $o"erators ,%ll e #oc!s%ng on the 3
r"
-
th
an" 5
th
o'ect%(es. Thro!gh th%s
stage the $o"erators ,%ll e look%ng to garner %n#or$at%on ,%th regar" to the !ser co$par%son
,%th the co$pet%tor>s ,e s%te= enhance #eat!res ,h%ch can e ro!ght %nto the ,e s%te= !ser
percept%on ,%th regar" to %$age an" "es%gn ,%ll e %n+!%re" #ro$ the respon"ents.
The $o"erators #eel that as a res!lt o# the s$ooth #%rst stage th%s stage ,%ll keep the respon"ents
%n a pos%t%(e $%n" set ,h%ch %s l%kel) to help the $o"erators en" th%s stage on the t%$e per%o"
spec%#%e". An" no, ans,ers #or +!est%ons ,%th regar" to the ao(e 3 o'ect%(es ,%ll e sorte"
#ro$ the respon"ents.
1. /hen co$pare" ,%th co$$erc%al anks close co$pet%tor each respon"ent ,%ll e
+!est%one" ,%th regar" to the%r (%e, on the le(el o# reco$$en"at%on ,h%ch the) ,%ll
$ake to the%r "ear ones ,%ll e %n+!%re".
&. The present ser(%ces o##ere" on the co$$erc%al anks ,e s%te ,%ll e sho,n to the
respon"ents an" the) ,%ll e +!est%one" ao!t ,hat k%n" o# the potent%al ne, ser(%ces
sho!l" co$$erc%al ank r%ng %nto %ts ,e s%te.
3age 13 o# 31
3. The general percept%on o# OINTERNET 1AN6ING> ,%ll e "%sc!sse".
-. The%r l%k%ng to,ar"s the la)o!t an" colors ,%ll e %n+!%re".
The secon" pro'ect%(e techn%+!e- @OOD 1OARDs
Th%s %s a techn%+!e ,h%ch ,%ll co$pr%se o# %$ages an" screen shots "er%(e" #ro$ co$$erc%al
anks ,e s%te. Fn"er th%s techn%+!e respon"ents ,%ll e sho,n 15 $oo" oar"s ,%th regar" to
co$$erc%al anks ,e s%te. These oar"s ,%ll conta%n a colore" la)o!t o# the anks ,e s%te= %ts
o##er%ngs.
These $oo" oar"s ,%ll e sho,n to each respon"ent %n co$press%on to co$$erc%al anks
co$pet%tors ,e s%te. An" there co$$ents ,%ll e sorte" ,%th regar" to %$pro(e the general
appearance o# the ,e s%te.
0F@@ERIPING 0TAGE ( the th%r" stage)
Fn"er th%s stage the #ollo,%ng po%nts ,%ll e con"!cte"=
1. All research o'ect%(es ,%ll e checke" to see ,hether the) ha(e een co(ere".
&. A s!$$er) ,%ll e g%(en to each gro!p $e$er on the po%nts ,h%ch ,ere "%sc!sse".
3. A plat#or$ ,%ll e create" to %n+!%re ,hether an) respon"ents ha(e an) clar%#%cat%ons
,%th regar" to the "%sc!ss%on stage.
-. The respon"ents ,%ll e %ntro"!ce" to the%r cl%ents.
5. Each respon"ent ,%ll e thanke" on a %n"%(%"!al as%s an" the pro$%se" %nsens%t%(e ,%ll
e g%(en.
The g!%"el%nes #or $o"erators
Recr!%t$ent o# part%c%pants
As pre(%o!sl) "ep%cte" all $o"erators ,%ll e respons%le #or the recr!%t$ent o#
respon"ents= %ss!%ng a e-$a%l ,%th regar" to g!%"el%nes on the (en!e= "ate= t%$e.
T,o ,eeks pr%or to the co$$ence$ent o# the "%sc!ss%on a #%nal e-$a%l ,%ll e sent ,%th a
letter o# con#%r$at%on o# part%c%pat%on.

I# the chosen respon"ent "oes not repl) to that e-$a%l a ,eek pr%or to the "%sc!ss%on a
#%nal phone call ,%ll e $a"e to each respon"ent an" there l%kel%ness o# part%c%pat%on ,%ll
e %n+!%re".
Thro!gh e-$a%l or phone call I# an) %n"%(%"!al con#%r$s that he %s !nl%kel) to part%c%pate
then a s!%tale can"%"ate ,%ll e chosen thro!gh a potent%al respon"ent l%st.
D!r%ng the recr!%t$ent o# part%c%pants A.C .NEL0ON A00OCIATE0 ,%ll a"here to the
"ata protect%on act o# 122. an" the @R0 General g!%"e l%nes.
3age 24 o# 31
RECOO@ENDATION0 :OR @ODERATING GROF30
. At the start o# the research the $o"erator %n charge o# the procee"%ngs sho!l" r%e#
all part%c%pants ao!t the rat%onal o# the research= t%$%ng o# each research seg$ent=
as ,ell as #or$at. th%s ,%ll el%$%nate an) "%sco$#ort ,h%ch co!l" ar%se a$ong the
art%c%pants.
. At the start o# the procee"%ngs the $o"erator sho!l" %nc!lcate the %"ea %$portance
o# each an" e(er) %n"%(%"!als op%n%on to the research an" he sho!l" tr) to garner
the%r contr%!t%ons to,ar"s the sess%on #ro$ the eg%nn%ng.
:ro$ the eg%nn%ng o# the sess%on the $o"erator sho!l" $ake s!re that %n"%(%"!als
#oc!s an" op%n%ons are %n l%ne ,%th the reg!late" #ra$e ,ork. I# %n an) case there
op%n%ons are hea"%ng to,ar"s non rele(ant terr%tor) the $o"erator sho!l" $ake s!re
to get the$ ack on track.
Regar"less o# h%s o,n op%n%ons an" pre#erences ,%th regar" to each an" e(er)
%n"%(%"!al the $o"erator sho!l" treat all part%c%pants %n a e+!al $anner.
At all t%$es the $o"erator sho!l" re#ra%n #ro$ tr)%ng to %nc!lcate h%s?her %"ea %nto
the procee"%ngs.
In or"er to garner a s!##%c%ent an" #a%r response rate the $o"erator sho!l" !se
techn%+!es s!ch as= e)e contact= l%sten%ng= #ollo, !p +!est%ons that ,%ll enco!rage a
part%c%pants response rate.
At the start o# the sess%on the $o"erator sho!l" r%e# each an" e(er) %n"%(%"!al
ao!t the %$portance o# (o%c%ng each %n"%(%"!al>s op%n%on.
A $o"erator sho!l" $ake s!re that all part%c%pants are (o%c%ng there op%n%ons an"
none le#t eh%n"= %# he sees that the procee"%ngs are e%ng "o$%nate" ) a certa%n
gro!p he sho!l" e ale to %nter(ene an" garner the le#t eh%n" %n"%(%"!als op%n%on.
All gro!ps sho!l" e $o"erate" ase" on there ph)s%cal react%on= t%$e o# the "a)
an"= %$portance o# the top%c.

Co"e o# con"!ct
Thro!gho!t the research procee"%ngs %t %s %$portant #or the $o"erator to #ollo, @R0
g!%"el%nes. The @R0 g!%"el%nes rele(ant to th%s procee"%ng ha(e een state" elo,.
RECRFIT@ENT

At the start o# the sess%on all part%c%pants ,%ll e r%e#e" that th%s research ,%ll e
carr%e" o!t accor"%ng to the "ata protect%on act o# 122.
3age 21 o# 31
RFLE 1H-
#or th%s research the co$$erc%al ank "ata ase ,as !se" %n or"er to ga%n contact
"eta%ls an" a""resses. I# th%s %n#or$at%on ota%ne" ,as !se" at an) stage %t sho!l" e
re(eale" eca!se th%s ,o!l" o(err%"e a cl%ents a%l%t) to sta) %n anon)$%t).
RFLE 1. I12-
Anon)$%t) o# all $e$ers ,%ll e preser(e".
Th%s $eans the %n#or$at%on collecte" ,%ll an" can e !se" onl) #or the p!rpose o#
th%s research. An" the $o"erator sho!l" r%e# each an" e(er) %n"%(%"!al oh ,ho ,%ll
e !s%ng these %n#or$at%on an" the p!rpose o# the collect%on.
RFLE 111-11&
A#ter the sess%on No contact sho!l" e $a"e ,%th the part%c%pants !nless there
concess%on has een ota%ne". A#ter the sess%on %# %n an) case a contact ha" een
$a"e ,%th a part%c!lar respon"ent?respon"ents %t $!st e %n l%ne ,%th the or%g%nal
per$%ss%on ota%ne". Eg- the p!rpose= contact ho!rs.
RFLE 115-11.-1&1-1&5-13-
/hen recr!%t%ng part%c%pants the #ollo,%ng g!%"el%nes sho!l" e #ollo,e".
1. A gro!p $e$er sho!l" ha(e the r%ght to ,%th"ra, #ro$ the sess%on at an)
g%(en t%$e
&. The na$e o# the $o"erator?the na$e o# the research agenc) ,ho %s con"!ct%ng
the sess%on sho!l" e re(eale".
3. A con#%r$at%on sho!l" e g%(en that the sess%ons ,%ll r!n accor"%ng to @R0
CODE O: CONDFCT.
-. The s!'ect an" the p!rpose o# the sess%on sho!l" e re(eale".
5. Length ant "!rat%on o# each sess%on sho!l" e re(eale".
*. An) a""%t%onal cost a part%c%pants sho!l" %nc!r
H. In#or$at%on on ,ho ,%ll a"$%n%strate the sess%on an" the rele(ant %ncent%(%8es.
.. The locat%on o# the st!"%o an" ,ho ,%ll e (%e,%ng the sess%ons on ehal# o#
co$$erc%al ank sho!l" e r%e#e".
2. Deta%ls on Recor"%ngs o# the sess%on sho!l" e re(eale"..
DFRING T7E 0E00ION
. RFLE A 15-
3age 22 o# 31
The $o"erator $!st $ake s!re that the part%c%pants "on>t r!n %nto an) har$ "!r%ng
the sess%ons.
.RFLE 1 15
The part%c%pants sho!l" e %n#or$e" that the procee"%ngs ,%ll e recor"e" an" %n
each sess%on co$$erc%al anks representat%(es ,%ll part%c%pate.
RFLE 1 1.
As $ent%one" %n the recr!%t$ent stage the part%c%pants sho!l" e r%e#e" that the)
ha(e the r%ght to ,%th"ra, at an) g%(en t%$e "!r%ng the sess%ons.
RFLE 1 3*
Co$$erc%al anks part%c%pants ,%ll e oser(e" on there respons%%l%t) an" eth%cs.
RFLE 1 -H
Clear s%gns sho!l" e %n place at the sess%on area an" ca$eras sho!l" e place" onl)
to $on%tor the spec%#%e" area.

3age 23 o# 31

TA06 3
Intro"!ct%on
Fn"er th%s task a %ntro"!ct%on ,%ll e pro(%"e" ,%th e<a$ples ao!t ho, co$$erc%al ank
sho!l" a"opt to a on-l%ne research = a"(antages an" "%sa"(antages %n(ol(e" %n th%s $etho"= ho,
rele(ant %ss!es sho!l" e han"le"..

/hat %s a On-Dl%ne +!est%oner
3age 24 o# 31
TA06 - 53
1RIE:ING 3A3ER
The ,or" co!nt - 1341

A on-l%ne research can e "e#%ne" as %n#or$at%on ,h%ch %s collecte" ) ask%ng +!est%ons #ro$
people ,ho $a) ha(e "es%re" "ata= %n a stan"ar"%8e" #or$ thro!gh the !se o# a ,e s%te or a e-
$a%l. The on-l%ne +!est%oner %s a l%st o# +!est%ons ,h%ch sho!l" e ans,ere" ) a respon"ent
thro!gh the !se o# electron%c $e"%a. At the en" o# the sess%on all respon"ents ans,ers ,%ll e
arrange" %n a log%cal $anner ) a $o"erator.

/h) are on-l%ne +!est%oner>s pop!lar
1. There %s a %ncrease %n %nternet penetrat%on
At present ,e see that as a res!lt o# the rap%" spee" %n the a"(ance$ent %n technolog)
to"a) technolog) has t!rne" o!t to eco$e $ore an" $ore a##or"ale.
Ex" today we see that there is a high usage of internet in sri lanka as a result of road rand
and moile operators giving internet connections and services at a cheap rate.
#t present airtel gives $%% &' of internet usage per month for a price (s.)%%/*. so
more and more people are suscriing to these services.
+ source , airtel sri lanka we site-
&. The %ncrease !sage %n soc%al $e"%a
At present ,e see that people are $o(%ng to,ar"s !s%ng $ore an" $ore soc%al $e"%a.
As a res!lt o# people gett%ng $ore an" $ore net,orke" thro!gh soc%al $e"%a there %s
a h!ge %ncrease %n on-l%ne !sers.
Ex , today more and more people are using social medial sites such as faceook,
twitter, hi. in order to keep contact with their peers.
3. It %s Cheap to a"$%n%ster= "es%gn.
As a res!lt o# onl%ne or ,e ase" +!est%oners e%ng a cheap so!rce o# c%rc!lat%ng
%n#or$at%on =eas) to ans,er =con(en%ent "es%gn= an" eas) anal)s%s= %n the present %t %s
cons%"ere" to e one o# the $ost pop!lar s!r(e) $etho"s %n the 1&1 seg$ent an"
cons!$er research seg$ent.

Iss!es relat%ng to sa$pl%ng %n !s%ng ,e s%tes to ota%n response #or a c!sto$er sat%s#act%on
s!r(e)
1. Non I rele(ant %te$s e%ng selecte"
0%nce sa$pl%ng o!t l%nes that each an" e(er) %te$ %n the pop!lat%on has a e+!al chance o#
const%t!t%ng the pop!lat%on ,e see that at t%$es %te$s ,h%ch are not rele(ant ha(e a #a%r
chance o# represent%ng a respect%(e pop!lat%on.
3age 2. o# 31
&. The ,rong person $a) e #%ll%ng %t
The secon" an" $ost co$$on %ss!e %n sa$pl%ng %s that the ,rong person $a) e #%ll%ng
%t. 0o %# the person ,ho %s %nten"e" to #%ll %t "oesn>t #%ll %t the o!tco$e o# the research ,%ll
e %as.
3. The ,rong +!est%ons e%ng aske"
One o# the %ggest p%t#alls o# sa$pl%ng %s the ,rong +!est%on e%ng aske". I# a person
%ncl!"es +!est%ons ,h%ch are not rele(ant #or h%s research he %s (er) l%kel) to get a ,rong
response= ,h%ch ,%ll $ake h%s sa$ple %as.

On-l%ne +!est%oner E0 o##l%ne +!est%oner
The pr%nc%pal "%##erence et,een onl%ne an" o##l%ne +!est%oners are that onl%ne +!est%oners are
channele" or pro'ecte" thro!gh a co$p!ter !t o##l%ne +!est%oners are +!est%oners ,h%ch are
presente" not !n"er a control o# a central co$p!ter !t thro!gh channels s!ch as postal ser(%ces.
/ormally it is elieved that a invitation sent during a time period for a survey will result in a
initial response rate of )0.0.1. in the next approach when we calculate the average individual
response rate this is 02..21 on a survey carried out on line.!
+3ource , www.supersurvey.com-
Challenges ar%s%ng #ro$ an onl%ne +!est%oner.
1. Lang!age %ss!es.
At t%$es ,e see that the $a%n reason #or a lo, response rate %s lang!age %ss!e. It %s sa%"
that %# a person "oes not !n"erstan" a spec%#%c s!'ect he %s !nl%kel) to respon" to )o!r
call.
&. Technolog%cal %ss!es.
Th%s %ss!e ,%ll perta%n also o(er the rel%a%l%t) on the !sers %nternet connect%on= h%s
ro,ser capa%l%t). As a res!lt o# th%s at t%$es respon"ents ,%ll ten" to (%e, a spec%#%c
screen shot at "%##erent spee"= "%##erent t%$es an" "%##erent #ra$e s%8es.
3. A 7%gh non respon"ent rates.
One o# the $a'or %ss!es %n onl%ne +!est%oners are that %t not e%ng $!ch attract%(e %n ,hat
the) o##er to the%r respon"ents as %ncent%(es.
-. reach
A s!ggest%on on ho,= the ao(e %ss!es sho!l" e han"le"
1. @!lt% lang!age +!est%oners sho!l" e constr!cte".

/hen constr!ct%ng a +!est%oner #or a spec%#%c gro!p o# people %n sr% lanka one sho!l" !se
a $%<t!re o# the local lang!age ,h%ch %s 0%nhala= Ta$%l an" Engl%sh.
&. Technolog) sho!l" e elaorate" %n s%$ple lang!age an" then %t sho!l" e presente" %n a
s%$pl%#%e" $anner.
3age 20 o# 31
As ,e see a %ncrease %n %nternet penetrat%on ,e co!l" sa) that #%r$s sho!l" !se a ne!tral
l%ne o# technolog) ,h%ch %s c!rrentl) !se" ) all %n"%(%"!als= an" #ro$ there on,ar"s %t
sho!l" e presente" %n a !ser #r%en"l) $anner.
3. Ne, an" %$pro(e" %ncent%(%8es sho!l" e pro(%"e" %n or"er to %ncrease the response rate.
#or an" aga%nst o# a"opt%ng to an on-l%ne +!est%oner
:OR
1. The respon"ent can #%ll th%s an) t%$e.
One o# the $a%n a"(antages o# a"apt%ng to a onl%ne research %s %ts a%l%t) to create a
plat#or$ #or a respon"ent to ans,er %t an) t%$e. Th%s #le<%le approach helps the
ent%t) at t%$es to ga%n a h%gh response rate.
&. It %s s%$pl%#%e" an" %t can eas%l) g!%"e a person.
Onl%ne +!est%oners are generall) create" %n a gloal perspect%(e so th%s %s kno,n to e
a s%$ple an" eas) ,a) o# ota%n%ng %n#or$at%on #ro$ a respon"ent as %t has alrea")
garnere" h%s attent%on thro!gh e%ng !ser #r%en"l).
3. Eas) to control an" report #%n"%ngs.
It %s sa%" that ,hen co$pare" to an o##l%ne research a onl%ne research has create" a
plat#or$ #or eas) control an" report%ng. Th%s %s eca!se o# the !sage o# h%gh +!al%t)
so#t,are>s ,h%ch are a(a%lale.
4x" y using computer ased data analysis software5s such as 63(, and different
innovative packages such as /vivo, 73ight will help organi8ations control and report
accurately.!
+source" www.9srinternational.com-
-. It has an %$$e"%ate an" a lo, cost gloal reach.
Th%s %s kno,n to e one o# the $ost e##%c%ent research s)ste$s ,h%ch helps a #%r$ or
%n"%(%"!al garner %$$e"%ate an" h%gh response rate %n a short t%$e per%o".
AGAIN0T
1. 7%gh a$o!nt o# spa$ $a) a##ect percept%ons o# the respon"ents.
As people are ha(%ng !s) l%#e st)les the) ten" to #oc!s $ore on the%r core ,ork= so at
t%$es ,hen a +!est%oner pop>s !p %t %s l%kel) to get a lo, response rate .
&. At t%$es the sa$e person can respon" %n se(eral ,a)s= an" at se(eral t%$es.
The $a%n "%sa"(antage %n th%s s)ste$ %s %t creates a plat#or$ ,h%ch $akes responses har"
to e (al%"ate". as an) !ser ,ho %s !s%ng a potent%al respon"ents co$p!ter to ans,er %t.
3. In the present people ten" to re$a%n s!sp%c%o!s ao!t the con#%"ent%al%t) o# the %nternet.
To"a) as a res!lt o# %ncrease %n %nternet !sage the ,orl" has t!rne" o!t to eco$e a
gloal (%llage. 0o th%s has also contr%!te" to,ar"s $an) onl%ne cr%$es. As a res!lt o#
th%s $an) people ten" to a(o%" these as %t creates a "o!t ao!t the%r con#%"ent%al%t).
3age 21 o# 31
-. It %s also sa%" that so$e (%r!s g!ar"s $a) lock so$e or all attach$ents a %n"%(%"!al %s
l%kel) to get. (E<- PoneAlar$)

Concl!s%ons
In the present !s%ness en(%ron$ent %t %s an !t$ost %$portant "!t) #or ent%t%es to
a"apt to the change ,h%ch %s appear%ng as a res!lt o# organ%8at%ons co$pet%ng %n a
$arket space.
As a res!lt o# %t ,e see $ore organ%8at%ons are !s%ng onl%ne $etho"s #or the%r
research p!rposes rather than o##l%ne $etho"s.
0o as the %$portance o# strateg%c "%rect%on= c!sto$er (al!e= lo)alt)= percept%on= an"
e##ect%(e co$$!n%cat%on %ncreases %t %s %$portant #or co$$erc%al ank to a"apt to
th%s change %n a e##ect%(e an" cohes%(e $anner.
Reco$$en"at%ons
Co$$erc%al ank sho!l" $on%tor c!sto$er sat%s#act%on ase" on=
1. 1) con"!ct%ng c!sto$er %nteract%on an" e<per%ence s!r(e)s.
&. 1) con"!ct%ng a s!r(e) on C!sto$er response rates.
3. 1) a(o%"%ng spa$ an" $ak%ng c!sto$ers onl%ne e<per%ence $ore pro"!ct%(e an"
%nno(at%(e.
.
1I1LIOGRA37;
:or $) ass%gn$ent I ha(e taken %n#or$at%on #ro$ the #ollo,%ng so!rces
1. CI@ co!rse ook
1.1 "e#%n%t%ons #ro$ a!thors s!ch as= alan /%lson = cro!ch an" ho!s"en>s
&553
&. e<a$ples ha(e een state" #ro$ ,e s%tes s!ch as=
3age 22 o# 31
1.1 www.supersurvey.com
1.& www.9srinternational.com
1.3 The a%rtel sr% lanka ,e s%te.
A//e$#i,

Co&&eci!' b!$( 78C
A p!l%c l%$%te" co$pan) ,%th l%$%te" l%a%l%t) %ncorporate" an"
"o$%c%le" %n sr% lanka on the &5
th
o# K!ne 12*2.the co$pan) ,as +!ote" as a p!l%c co$pan) %n
the Colo$o stock e<change %n the )ear 12H5.as a ank%ng %nst%t!t%on %t %s also reg%stere" !n"er
the ank%ng act 35 o# 12...
3age 23 o# 31
/%th a !nle$%she" h%stor) o# nearl) hal# a cent!r) %n the sr% lankan ank%ng arena= co$$erc%al
ank has een has een rate" as the est ank #or the 11
th
s!ccess%(e )ear ) gloal #%nance
$aga8%ne -I ne, )ork.
as a res!lt o# %ts co$$%t$ent to str%(e #or e<cellence %n e(er) spare o# ank%ng
!s%ness !n"ertak%ng %t ,as also rate" as the ank o# the )ear I sr% lanka #or s%< consec!t%(e )ears
=) the anker $aga8%ne.

As a res!lt o# Co$$erc%al anks co$$%t$ent to ach%e(e e<cellence
%n the ank%ng !s%ness arena Thro!gho!t the )ears= the ent%t)
has t!rne" o!t to eco$e= an %ncreas%ngl) pro#%tale= stale an" gro,th or%ente" $o"el pr%(ate
sector ank%ng ent%t).
/h%le e%ng e+!%ppe" ,%th $o"ern technolog) an" ach%e(%ng a !n%+!e (ersat%l%t) as a e##%c%ent
$o"el pr%(ate sector ank%ng ser(%ce pro(%"er= the anks $%ss%on %s to-
BREDE:INE CONEENIENCE IN :INANCIAL 0EREICEC.
The /o#"cts !$# sevices of the e$tit6
as a res!lt o# %ts co$$%t$ent to re"e#%ne con(en%ence %n the ank%ng sector co$$erc%al ank has
pro(%"e" so$e o# the $ost %nno(at%(e ank%ng sol!t%ons an" ser(%ces to %ts c!sto$ers. at present
the pro"!cts an" ser(%ces ,h%ch %t o##ers to %ts c!sto$ers are=
The co&&eci!'
b!$( site &!/

7oi$ts of #iffee$ce
In present ank%ng conte<t o# the sr% lankan !s%ness arena co$$erc%al ank %s kno,n #or %ts
!n%+!eness %n pro(%"%ng %ts c!sto$ers ,%th !n$atche" pro"!cts an" ser(%ces. the !n%+!e pro"!cts
an" ser(%ces ,h%ch the ank o##ers are=
1. Gol" o(er"ra#t #ac%l%t)
3age 34 o# 31
1. $a%nta%ns acco!nts -sa(%ngs acco!nts= c!rrent acco!nts= #%<e"
"epos%ts-
&. cooperate ank%ng
#ac%l%t%es
- $%cro #%nance= gol" o(er"ra#ts=
cooperate loan #ac%l%t%es-
3. personal
ank%ng
#ac%l%t%es
- E re$%ttance= co$ e-loa"= 0@0 ank%ng=
%nternet ank%ng= personal loan #ac%l%t)=
s!per$arket ank%ng #ac%l%t)= AT@
#ac%l%t) -
-. %n(est$ent
#ac%l%t%es
- treas!r) %lls an" on" %n(est$ent
opport!n%t)-
5. car" #ac%l%t%es - cre"%t an" "e%t car" #ac%l%t%es-
3ersonal
ank%ng
Cooperate
ank%ng
On-l%ne
ank%ng
In#o centre
0!pport
centre
0a(%ng
acco!nt
C!rrent
acco!nt
R:C
acco!nts
Depos%ts
Loans
Ao!t
!s
O!r
h%stor)
O!r
ach%e(e$ents
Cooperate
respons%%l%t)
careers
@e"%a
centre
Rates N
tarr%#s
E<change
rates
0!per$arket
ank%ng
3ersonal on-l%ne
ank%ng
Do$est%c
ank%ng
1ranch
net,ork
AT@ tar%##s
Correspon"ence
ank%ng
Non-res%"ent
ank%ng
3r%or%t)
ank%ng
0@E
ank%ng
Car"
centre
Car" centre
Leas%ng
#ac%l%t%es
7o$e page
Th%s #ac%l%t)= pro(%"e" ) the ank= %s l%terall) ,orth %ts ,e%ght %n gol". the %ntent%on o# th%s %s
to pro(%"e a %nno(at%(e sol!t%on #or !s%ness %n"%(%"!als %n nee" o# !rgent cash.
&. Co$ E-loa"
The $a%n %ntent%on o# the ank %n pro(%"%ng th%s #ac%l%t) %s to pro(%"e a %nno(at%(e sol!t%on to
attract the )o!ng an" !s) %n"%(%"!al. Thro!gh a pre g%(en p%n n!$er= th%s ser(%ce can e
accesse" an" the !ser can get h%s $o%le phone re-loa"e" at an) t%$e o# the "a) thro!gh h%s ank
acco!nt.
3. 3*5 "a) ank%ng
L%terall) kno,n as the onl) local ank ,h%ch ,orks 3*5 "a)s a )ear.
Thro!gh th%s #ac%l%t) at present selecte" o!tlets o# the ank are open thro!gho!t the )ear. The
$a%n %ntent%on o# th%s %s to pro(%"e an e##%c%ent ser(%ce to %ts c!sto$ers.
-. 0!per$arket ank%ng
1eca!se o# the anks co$$%t$ent to pro(%"e %nno(at%(e
ser(%ce %n the ank%ng arena= at present co$$erc%al ank hol"s the
"%st%nct%on as the onl) local ank %n the co!ntr) to operate %n a s!per$arket en(%ron$ent. thro!gh
th%s #ac%l%t) on a s%ngle "a) a c!sto$er can "epos%t an" ,%th"ra, $one) !p to Rs.555=55?Q.
7oi$ts of /!it6
As a one o# the co$$on pla)ers %n the ank%ng arena co$$erc%al ank pro(%"es %ts c!sto$ers
,%th se(eral pro"!cts an" ser(%ces %n par ,%th the present ,orl",%"e ank%ng c!lt!re. the) are=
1. Car" #ac%l%t%es
In the present co$$erc%al ank pro(%"es %ts c!sto$ers ,%th cre"%t= "e%t an"
AT@ car" #ac%l%t%es. the anks %slan" ,%"e AT@ #ac%l%t) has helpe" %ts ca!se o# e<pan"%ng %ts
rap%"l) gro,%ng c!sto$er ase.
&. Internet ank%ng
Thro!gh a pre g%(en p%n n!$er a c!sto$er can log %nto the ,es%te o# the ank an" !se th%s
#ac%l%t). Thro!gh th%s ank allo,s %ts c!sto$ers to $a%nta%n acco!nts= check acco!nt alances=
pa) !t%l%t) %lls=&- ho!rs a "a) H "a)s a ,eek.
3. 0@0 ank%ng
1) the !se o# a pre g%(en p%n n!$er= a c!sto$er can !se th%s #ac%l%t) thro!gh the cl%ck o# h%s
$o%le phone. 1) !s%ng th%s #ac%l%t) a c!sto$er can check h%s acco!nt alance= $on%tor h%s
acco!nt transact%ons.
9hee it st!$#s to#!6
In sp%te o# the recess%on The )ear &552 sa, co$$erc%al anks earn%ngs ,ere #or the respect%(e
)ear stoo" at Rs.-&-2-55.5.at present the co$pan) cons%sts o# a e$plo)ee ase o# 3555.

3age 31 o# 31