Toolkit explains how to conduct basic bank marketing research.

Your community bank is faced with the need to conduct some marketing research, but you're not sure how to approach it. Should you do the project in-house or outsource it? Would secondary studies meet your needs or should you conduct primary research?

These are some of the questions that the third annual update of the Marketing Research Toolkit are intended to answer. The toolkit is offered by Bancography, Birmingham, Ala. The toolkit is available either in hard copy or electronic format.

In general, the goal of the kit is to empower the reader to execute a marketing research program whether internally or with external vendor support. The kit answers questions about how to conduct research, how to choose the correct research methodology, how to plan the project and how to get started. The kit includes ready-to-use surveys of the most commonly conducted financial marketing research and lists sources of free syndicated research. It also presents an overview and discussion of the preferred method, sampling and instrument for four different marketing research projects:

* On-boarding.

* Customer service, satisfaction and loyalty tracking.

* Marketing awareness and competitor research.

* Attrition.

For more information, access www.bancography.com.