a. The institution selected as the "object" of this researcher's investigation is a branch of the Bank of America (BofA) in Los Angeles, California. Since financial management is one of the most critical concerns for many seniors, the analysis of a financial institution is highly relevant to the older population. In addition, as the third largest banking corporation in the country (Music Entertainment Marketing, p. 1), the BofA is a prominent organization that can be considered to be representative of banking organizations in the country. Moreover, it has launched numerous campaigns and provided various types of services that target specific market segments based on age and race (Mandaro & Boraks, 2003; "Bank of America Launches 'Advantage for Seniors'," p. 1). In fact, one of its most recent programsùthe "Advantage for Seniors" programùwas designed to attract seniors over the age of 55 ("Bank of America Launches 'Advantage for Seniors'," p. 1). The examination of the specific features of this program and other products and services offered by BofA will illuminate how it has sought to cater to the needs of the population.
b. For this investigation, various research methods were used to gather information about this institution. First, an interview with a senior personal banker at a local branch who is responsible for home loans/refinance, along with new accounts, was conducted. Second, the local branch was observed for approximately 60 minutes on three separate occasions during the week. Finally, additional supplementary information about the activities of BofA, which were targeted at seniors, was obtained from the Internet.
These three research methods were chosen for the following reasons. The interview with the senior personal banker provided the perspective of the institution's programs and policies, which revealed its intent and strategies in targeting the senior population. However, because official rep...