How Burke Implements the Marketing Research Process We briefly describe Burkes approach to defining

How Burke Implements the Marketing Research Process

We briefly describe Burkes approach to defining the
marketing research problem, developing an approach, research design, data
collection and analysis, and report preparation and presentation.

Defining the Marketing Research Problem and Developing an
Approach. 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

How Burke Implements the Marketing Research Process

We briefly describe Burkes approach to defining the
marketing research problem, developing an approach, research design, data
collection and analysis, and report preparation and presentation.

Defining the Marketing Research Problem and Developing an
Approach. 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
components.

Once the problem has been defined, Burke develops a suitable
approach. The problem definition is refined to generate more specific research
questions and sometimes hypotheses. Because of its vast experience, Burke has
developed a variety of analytical models that are customized to the identified
problem. This process also results in the identification of information that
will help the client company solve its problem.

Research Design Formulation. In formulating the research
design, Burke places special emphasis on qualitative research, survey methods,
questionnaire design, and sampling design.

Qualitative Research. One of the pitfalls that Burke
encounters comes with qualitative research. Qualitative research is nice
because it is immediate. The information generated tends to be extremely rich
and in the customers words. Burke gets to see what kinds of answers are being
given and what kinds of questions and concerns customers or potential customers
might have. However, one of the dangers is thinking that all customers or
potential customers might view products or service offerings in the same
manner, that is, generalizing the findings of qualitative research to the
larger population. To gain a better understanding of their individual opinions
Burke also can conduct focus groups online.

Survey Methods. Burke uses a variety of methods including
telephone, mall intercept, mail, and Internet or Web-based surveys. Burke
carefully selects the method that is best suited to the problem. Burke predicts
that telephone surveys will decrease, whereas Internet surveys will increase.
If Burke is trying to interview customers around the globe, it sends an e-mail
invitation to respondents to complete the survey via the Web. Burke likes the
Internets ability to show pictures of a particular product or concept to the
survey respondents. Currently, Internet surveys are the most popular at Burke
and across the marketing research industry in USA.

Questionnaire Design. In designing the questionnaire, Burke
pays particular attention to the content and wording of the questions. Some
questions are well-defined and can be easily framed; for other issues, the
exact questions to ask might not be clear. The simpler the question and the
more clear it is who the target respondents are, the better the information
generated.

Sampling Design. Burke has a sampling department that
consults with the senior account management team and account executives to
determine the proper sample to use. The sampling frame is defined in terms of
who the respondents are and who can answer the questions that need to be addressed.
The target population is defined by the marketing research problem and the
research questions. Burke often buys the sampling lists from outside firms that
specialize in this area. Burke is concerned about using a representative sample
so that the results can be generalized to the target population (e.g., all the
target consumers as opposed to only the consumers included in the sample).

Data Collection and Analysis. Once the information has been
collected, it will reside either in a computer-related format or a paper format
that is entered into a computer format. The results are tabulated and analyzed
via computers. Through the Digital Dashboard product, Burke not only has the
ability to disseminate the results to clients when the project is finished, but
also to show them the data as it is being collected. Burke breaks down the data
analysis by relevant groups. You might see information by total respondents,
and you might see information broken out by gender or business size.
Essentially, Burke looks at different breaks in the data to try to understand
what is happening, if there are differences based on different criteria, and,
if so, how to make decisions based on that information. In addition, Burke
likes the data to be categorized into usable units such as time, frequency, or
location instead of the vague responses that respondents sometimes give.

Report Preparation and Presentation. Clients need
information much faster than they have in the past because decisions need to be
made much more quickly. Organizing large meetings to present data analysis
results is not practical in many situations. Most of the time Burke reports and
delivers data over the Web. The report documents the entire research process.
It discusses the management decision problem, the marketing research problem,
the approach and research design, the information obtained to help management
make the decision, and the recommendations.

The report-writing process starts from the first
conversation with the client, and it is written as the research proceeds, not
simply when the project is almost done. The report focuses on improving
managements decision making. Burkes goal is to help clients have better
decision-making abilities so that the clients are more valuable to their
respective companies. Burke emphasizes this focus by reminding its clients,
Here are the management decision and marketing research problems we agreed
upon. Heres the information we gathered. Heres the decision it points to.
Burke might even add, This is what we recommend you do.

Burke believes that a successful research project often
leads to a subsequent research project; the research process is more of a
circular process. It does not typically have a finite beginning and end. Once
you solve a problem there is always another one to work on.