Case study about Burke: Learning and Growing Through Marketing Research key notes : 1. 2. 3. 4.
Burke worked Burke worked in Proctor Proctor & Gamble Gamble(P& (P&G) G) at Market Marketing ing Depa Departme rtment nt He fou founde nded d Burke Burke,, Inc. Inc. in in 1931 1931 In that that very very few few resear research ch cente centerr in this wor world. ld. 2009, based based in Cincinn Cincinnati, ati, Ohio Ohio is a marketing research and design design support support company company that helps its clients to understand business practices and make them more efficient. 5. Bur Burke's ke's empl employe oyeee owners owners add valu valuee to resea research. rch. 6. Consulti Consulting ng assignments assignments by applying applying superior superior thinking thinking to help clients clients solve business business problems. 7. 10 100% 0% em empl ploy oyee ee ow owne ned. d. Marketing research The systematic and objective identification, collection, analysis, dissemination and use of information for the purpose of assisting management in decision making related to identification and solution of problems( and opportunities) in marketing. Evaluation of marketing research 1. First First record record in 1895 1895 or 1896 1896 more rese research arch took took.. 2. By telegram, telegram, Professor Professor sent sent Questions Questions to advertising advertising agenci agencies es about about the future future of advertising . 3. 10 respo responses nses and wro wrote te what what was happ happeni ening. ng. 4. Earl Early y 1950's 1950's primary primary metho methodolo dology gy was door door to door door survey survey.. 5. Tele Telepho phone ne was not uti utilize lized d that that time times. s. 6. 1950 and 1960's 1960's TV become an integral integral part and and came came TV advertisi advertising. ng. 7. 196 1960 0 and 1970's 1970's TV becom becomee an integra integrall part and come come TV adverti advertising sing.. 8. Another change id generate generate new idea idea and sharing sharing with clients to working working more with with clients clients on how to use ideas to make decision. 9. 1980 and and 1990, Burke moved. Develo Development pment process access very widely widely by generated generated information to used input management decision making. 10. 2009, Industry Industry try to find creative way to research consume consumerr using methods methods such as telephone interview, mail intercepts, web interview, mobile phone survey. Burke concerned about online survey in two ways • •
10 Questionnaire takes 5 mins. 20 Questionnaire takes 20 mins
Internet survey reduced much time for survey and it is good for easy research. 11. Burke's View ::
• • • • • •
Simplest way to find out company needs to help decision made. Define the market research problem Develop an approach. Critical thinking for successful research project. Develops a suitable approach Develop a variety of analytical models that are customize to identified problem.
If you want ot more research then go to this site: www.burke.com
