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Burke Case Study (Mkg Rsch)

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Burke Case Study (Mkg Rsch)
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 help clients solve business problems. Burke is 100 percent employee owned. This video case traces the evolution of marketing research and how Burke implements the various phases of the marketing research process.

How Burke Implements the Marketing Research Process
We briefly describe Burke’s approach to defining the marketing research problem and developing an approach, research design, data collection and analysis, and report preparation and presentation.
DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH

The Evolution of Marketing Research
The first recorded marketing research took place more than a century ago, in 1895 or 1896. By telegram, a professor sent questions to advertising agencies about the future of advertising. He got back about 10 responses and wrote a paper describing what was happening. In the first years, most of the marketing research done was a spin-off of the Bureau of Census data, and the analysis was basically limited to counting. The next wave of marketing research, often done by ladies in white gloves who knocked on doors and asked about cake mixes, came in the early 1930s. The primary methodology was door-to-door surveys; the telephone was not a very widely utilized service at that time.

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