Citicorp uses exploratory research to evaluate new software and technologies by collecting qualitative and quantitative feedback from target groups through simulations. Research plays an important role in Citicorp's daily operations by enabling each business unit to tailor their services to market needs and requirements based on customer feedback. Research also informs Citicorp's strategic decisions by helping them assess the performance of existing services, determine whether new services are viable, and identify any necessary corrective measures.

1. RESEARCH CASE STUDY

2. Evaluate Citicorp's method for evaluating new
software/technologies?
• The method used by Citicorp is “Exploratory research
design” because it want to know the reaction of its
sample group towards its and yet to launch new
service/software.
• it is using primary data- qualitative(for open ended
questions) & quantitative method(for quantifiable
factor) to collect the respondents reaction and
feedback.
• Generating feedback from the sample of target group
through simulation technique is the most appropriate
one for receiving feedback.

3. What role should research play in the daily
operations of Citicorp/Citibank ?
• Research plays the following role:
• For the daily operations across its various services
of Citicorp:-
- It enables each business unit to offer services
according to the market needs and requirement
- It enables Citicorp to get feedback for its services
from its target group or customer and help
enhance its customer experience.

4. What role should research plays in the strategic
decision?
• It will help Citicorp to gauge the performance
of its existing services and take corrective
measures if require.
• It will help Citicorp to gauge the viability in
launching new services.