The use of marketing research by banks and gaming companies in Malta

Abstract

Purpose - The purpose of this dissertation is to discover more on how marketing research is used by banks and gaming companies in Malta, with a particular focus on how it is important in understanding the wants and needs of customers and how advancements in technology have helped shape this research. Methodology Approach – In-depth interviews were conducted with representatives from Bank A, Bank B, Gaming Company A, and Gaming Company B. These interviews were then transcribed and analysed through the use of NVivo. Comparisons between the local and international company of the respective industries were created. Findings – The results reveal the important role that marketing research plays for banks and gaming companies. Much of it is focused on understanding the customers and which new products and services will be successful. The main focus for this dissertation was to discover how marketing research is used by companies and how technology can be very useful in order to gain the required data faster and more efficiently. A general process that is used when preparing research was also discovered and is quite similar for banks and gaming companies, this is presented through a mind mapping in Figure 4-1 and Figure 4-2. Research limitations – The research provides an understanding of how marketing research helps banks and gaming companies in creating their strategies. This, however, was limited to two companies from each industry, to reach more definite conclusions that concern the whole respective industries a research with more companies can be conducted. Practical Implications – This research can be used by companies in the two industries as a stepping stone to learn how marketing research can be used in understanding clients and market opportunities before conducting their research and discover what works best for them.