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Through the focus group method, each manager discovered an increasing demand for a product that will provide small businesses access to capital. Thus, they created to the concept of having the Small Business Card. The data collected, via the focus group method, was revealed to be reliable since it involved direct and personal discussions with the customers themselves...

He also realized that the bank is faced with the challenge of having a more systematic method of determining what its customers really need in order to proactively develop a product that will not only provide profits but also maintain loyalty within the customer population. Moreover, the bank's vice president of new product development has essentially forfeited the opportunity to work collaboratively with the bank's marketing development team and other department (like the customer service department) that should have contributed inputs to the decision making process...

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