Burke Case Study (Mkg Rsch)

1982 Words Mar 21st, 2013 8 Pages
Naresh K. Malhotra, Basic Marketing Research: Integration of Social Media, 4e. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.

ONLINE VIDEO CASE 1.1

BURKE: Learning and Growing Through Marketing Research
Alberta Burke, who previously worked in P&G’s marketing department, founded Burke, Inc., in 1931. At that time, there were few formalized marketing research companies, not only in the United States, but also in the world. As of 2011, Burke, based in Cincinnati, Ohio, is a marketing research and decision-support company that helps its clients to understand their business practices and make them more efficient. Burke’s employee owners add value to research and consulting assignments by applying superior thinking to
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BURKE

The simplest way to find out when a company needs help is when it has to make a decision. Any time there is a go or no/go, a yes or no, or a decision to be made, Burke asks what information can help reduce the risk associated with the decision. Burke then talks with the company to develop the information that might help to reduce that risk. The first step is to define the marketing research problem, and a lot of discovery takes place at this stage. The account executive (AE) will sit down with a client and try to determine whether what the client believes is the problem really is the problem, or whether Burke needs to change or broaden the scope of the problem. Discussions with the key decision makers (DMs) might reveal that the company has been focusing on too narrow an issue or that it has been focusing on the wrong problem altogether. Burke believes that defining the marketing research problem is critical to a successful research project. The company finds out what the symptoms are and works with the client to identify the underlying causes. Considerable effort is devoted to examining the background or the environmental context of the problem. In at least half the cases, when they go through the process of exploring the problem, the problem will change. It will gain a new scope or direction. This process results in a precise definition of the marketing research problem, including an identification of its specific
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