CASE STUDY

BURKE: LEARNING AND GROWING THROUGH

MARKETING RESEARCH

INTRODUCTION Burke is well known as a full-service, custom

marketing research company. Burke is one of the premier international research

and consulting firms in the world. For 75 years. It was founded in 1931 . Burke is one of the best marketing research

companies in America as well as in the world. Burke expertise in defining problems, developing

research designs, executing complex studies, analyzing data, and interpreting results to enable clients to make the most informed decisions possible

Burke Timeline 1931

Alberta Burke starts Burke Marketing Research as a data collection agency. 1952

Don Miller, marketing research director for Cincinnati's WLW radio, joins Burke and begins development of the Day-After Recall (DAR) for testing TV commercials. Late 1960's

Burke expands to international markets, adding locations in London, Paris, Frankfurt, Milan, Tokyo and Mexico City. Mid 1980's

Industry image study rates Burke as number one research firm in study design capability and analytical sophistication. 1990

Burke Customer Satisfaction Associates (BCSA) is established to better serve businesses in listening and reacting to the "voice of the customer". 1995

Burke changes official name from Burke Marketing Research Inc., to Burke, Inc. The name change reflects Burke's broader research and consulting activities outside traditional custom marketing research. 1996

Burke Strategic Consulting Group is established to help clients close-the-loop and to move from data collection and analysis to implemation of strategic change. 2000

The Employee Engagement & Retention Management Practice Area is formed. 2004

Burke re-acquires 100% of its shares and becomes 100% employee-owned. Burke establishes ESOP (Employee Stock Ownership Plan) to allow for broad based employee ownership. Burke re-acquires 100% ownership of the Burke Institute. 2008

Completes 100% ESOP restructuring.

Facts of burke

Burke Quick Facts   Headquarters: Cincinnati, OH USA Founded: 1931 Employees Full Time (2008): 227 Employees Part Time (2008): 148 Total Revenues (2008) Worldwide: $60.4 m President & CEO: Michael Baumgardner, Ph.D.

BURKE RESEARCH SERVICES

Services                   Marketing Research     Customer Loyalty & Relationship

Management     Employee Engagement & Retention

Management    International Research     Linkage & Integration     Online Research & Reporting     Qualitative Research   Healthcare

EVOLUTION OF MARKETING RESEARCH

First marketing research took place more than century ago in 1895 or 1986 by TELEGRAM.

In first years most of the marketing research done was a spinoff of bureau of census data.

In 1930,s marketing research was done by ladies in white gloves who knocked on doors and asked about cake mixes. At that time telephone was not much popular.

But after 1950-60 television become more popular for advertisements and become hot spot for advertisements

Thus a marketing research industry come from a long way from the telegrams of 1895.

As of 2006 the company is trying to find creative ways to research consumers using methods such as telephone interviews , mall intercepts,web interviews and multimode methods.

Burke conducts meta research means (research about how to do research.

Eg. of meta research Burke makes two questionares and upload

on the net. One has 20 qusetions and other has 10. after getting the results Burke sees that the questionare with 20 questions has a completion rate of 10% and the quetionare with 10 questions has completion rate of 35%.

So Burke makes shorter internet surveys to reduce the proportion of people who drop off without completing the survey.

How Burke implements the marketing research

Burke first defines the marketing research problem and developing an approach.

Once the problem is defined .Burke develops the suitable approach.

Burke has developed a variety of analytical models that are customized to the identified problem.

Burke uses Qualitative research. Survey methods. Questionnaire design. Sampling design.

Answers of the given questions

Ans1. as I already told about the evolution of the marketing research . First marketing research took place more than century ago in 1895 or 1986 by TELEGRAM.

In first years most of the marketing research done was a spinoff of bureau of census data.

In 1930,s marketing research was done by ladies in white gloves who knocked on doors and asked about cake mixes. At that time telephone was not much popular.

But after 1950-60 television become more popular for advertisements and become hot spot for advertisements

Thus a marketing research industry come from a long way from the telegrams of 1895.

As of 2006 the company is trying to find creative ways to research consumers using methods such as telephone interviews , mall intercepts,web interviews and multimode methods.

ANS 2

Marketing research helps in making important decisions. Like sometimes decision makers were in dilemma that if they take this decision regarding some problem is going to be good or not. Eg. Decisions regarding launching new products or to take some steps to improve the sales of the company. In all these things marketing research helps a lot.

It helps In taking good decisions in precious time so that the company take full benefits.

Because of all of these things the role of marketing research is very important.

ANS3

Various services offered by Burke Marketing Research     Customer Loyalty & Relationship

Management     Employee Engagement & Retention

Management    International Research     Linkage & Integration     Online Research & Reporting     Qualitative Research   Healthcare

ANS4

Defining the problem is very important in making market research because if the problem is clearly defined then it is easy to solve the problem because when you know the problem you are in better form to solve the problems. If we dont know the problems we are not able to solve the problem . Because of this Burke always define the problem and after that start working on it .

Process that Burke follows

Burke uses Qualitative research. Survey methods. Questionnaire design. Sampling design After getting the data Burke analysis the

data .. They uses “digital dash board”and other computer programs to analyse the data.

And after that they make report and presents it to the firms.

ANS 5

marketing research is very effective tool to take decisions and to make future plans.

According to burke marketing research is very important for every company every business. Without marketing research no business is going to be flourished because now the competition is vey high and every company wants to reach up and increase profits. Because of that marketing research is very important.

ANS 6

If burke offers me a position as an account executive with the responsibility of providing marketing research services to procter and gamble . I don’t accept it because