Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
CHAPTER 3: BURKE, INC.
SUMMARY
Burke is a century-old marketing research firm that uses a reliable research process and cutting-
edge technology to help its clients. Burke does not just provide data collection, but takes clients
full circle in the market research process. The first, and most important step, is to define the
research problem. Burke works with clients to help them identify what information is needed to
make a decision they are facing. With a series of creative methods, Burke makes sure that they
agree with the client about what the problem actually is. Once the research question is defined,
Burke develops a blueprint for the research process.
The blueprint guides everyone through the research process and it includes 1) a problem audit, 2)
identify the objectives and 3) field research. Roughly 70% of the data collection is done through
telephone studies. Other methods include mall intercepts, web surveys, and direct mail. To
provide clients with faster information and results, Burke uses a “Digital Dashboard,” which
allows the client to see the results as the data is collected and analyze it after the collection is
complete. Finally, Burke produces a summary report, which is not just a summary of the data,
but provides a decision to the problem that was defined. Burke emphasizes the following four
points to successful market research: 1) a clear line of questioning, 2) attention to detail, 3) clear
communication with the client, and 4) efficient use of technology.
DISCUSSION QUESTIONS:
1. What are the key stages of the marketing research process and how does Burke relate to
each?
2. Why is “defining the research problem” a crucial part of the research process?
3. Approximately 70% of Burke’s data collection is done through telephone surveys. What is
your opinion of the future of this research methodology?
1. Define and delineate problems from symptoms. Provide examples of each.
2. Assign teams for a research project. Ask students to research the Toyota Prius and analyze its
target markets, sales, and general success/failure in the market place.
3. Assume Burke has hired the class to do a research project entitled “How can we expand
enrollments for online marketing classes?”
