Applications of Marketing Research

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Detailed Overview/Outline

The focus of this 2-day seminar is on the application of various marketing research methods to specific decision areas.

You will learn how to design marketing research studies to:

• Understand your customers, your products/services and your competitive environment.
• Segment your markets and position your products/services in the target markets.
• Generate new product ideas, test concepts and products, measure market performance and track changes.
• Decide what to advertise, where to advertise and how to evaluate your message.
• Evaluate alternative pricing strategies and assess demand for current and new products

We highly recommend combining this seminar with our "Practical Marketing Research" seminar.

Sponsor Background:

Applying Knowledge - Improving Decisions

Burke is one of the premier international research and consulting firms in the world. For 75 years, Burke has helped manufacturing and service companies understand and accurately predict marketplace behavior. Burke's employee owners add value to research and consulting assignments by applying superior thinking to help clients solve business problems.

We provide our customers with data, information, guidance and far more. Burke strives to become a valued business partner who focuses on finding and implementing solutions to the most critical problems facing our clients today. We give our customers a competitive edge.

Burke: 100% Employee-Owned

Burke is 100% employee owned. In 2004, Burke formed an ESOP (Employee Stock Ownership Plan), ensuring that all employees are able to participate in stock ownership and have a personal stake in helping to contribute to the company's success. The ESOP, representing broad based employee ownership across all positions of the company, currently holds approximately 60% of the shares of Burke, and is expected to own 100% by 2008.

Our Mission

To provide superior decision support services that enable our clients to succeed.

Our Business Commitments and Values

• We will "do what it takes" to meet our commitment to our clients.
• We will display honesty and integrity in all our endeavors.
• We will take a disciplined approach to our work, based on scientific standards and best practices.
• We value smart people doing smart things.
• We value seeking, sharing, and applying knowledge.
• We value organizational agility and flexibility.

Our Commitment to Employees

We will hire and retain only the best people for all positions in the company.

Employees will have a work environment and tools needed to perform their jobs at maximum quality and efficiency.

Employees will be given opportunities for career development and training to enhance their skills.

Employees will be compensated fairly, based on standards of performance and contribution, and will share in the financial success of the company. Employees will treat each other with respect and dignity, recognizing the worth, quality, and importance of each individual.

We will foster an environment where open communication exists among all employees.

The work climate will be free of strict rules and structures, where employees are empowered to take risks and affect change to achieve our common vision.

Burke Timeline

1931

Alberta Burke starts Burke Marketing Research as a data collection agency.

1952

Don Miller, marketing research director for Cincinnati's WLW radio, joins Burke and begins development of the Day-After Recall (DAR) for testing TV commercials.

Late 1960's

Burke expands to international markets, adding locations in London, Paris, Frankfurt, Milan, Tokyo and Mexico City.

Mid 1980's

Industry image study rates Burke as number one research firm in study design capability and analytical sophistication.

1990

Burke Customer Satisfaction Associates (BCSA) is established to better serve businesses in listening and reacting to the "voice of the customer".

1995

Burke changes official name from Burke Marketing Research Inc., to Burke, Inc. The name change reflects Burke's broader research and consulting activities outside traditional custom marketing research.

2004

Burke re-acquires 100% of its shares and becomes 100% employee-owned. Burke establishes ESOP (Employee Stock Ownership Plan) to allow for broad based employee ownership. Burke re-acquires 100% ownership of the Burke Institute.

2005

Becomes 100% Employee-Owned

Burke Quick Facts

• Headquarters: Cincinnati, OH USA
• Founded: 1931
• Employees Full Time: 202
• Employees Part time: 178
• Total Revenues (2005) worldwide: $44.1 m
• President & CEO: Michael Baumgardner, Ph.D.

Quote From Past Participants:
"A memorable experience - dynamic, enthusiastic, expert on his subject. He is on a par with the best professors I had at Harvard Business School" - Manager, Kimberly-Clark Corporation

"Superb! Informative, fast-moving, excellent examples tailored for individuals in the audience. Extreme clarity in presentation. Thank you!" - Marketing Research Analysis, Westwood Pharmaceuticals

"Outstanding. To me he is the finest speaker I have ever heard regarding quantitative analysis. (I have an MBA with concentration in quantitative methods, so I have heard many speakers.) Very practical. Magnetic personality." - Marketing Research Analyst, SC Johnson Company

Past Participants Include:

• Adolph Coors Company
• Alcon Laboratories
• Allied Research, Inc.
• American Express Company
• B.C. Telephone
• Bank of America
• Barbados Telephone Co., Ltd.
• Beatrice US Foods
• Bergen Brunswig
• Blue Cross/Blue Shield
• Campbell Soup
• Canadian Parks Services
• Dannon Company
• Day-Timers, Inc.
• Del Monte USA
• E&J Gallo Winery
• El Paso Electric
• Ernst & Young
• Fia
• Frito-Lay, Inc.
• General Mills Inc.
• Glaxo Wellcome Inc.
• Hallmark Cards Inc.
• Harte-Hanks
• Hewlett Packard Company
• IBM
• IMS America
• John Hopkins Hospital
• Jostens
• K Mart Canada
• Kaiser Permanente
• LL Bean, Inc.
• Lands End
• M&M Mars
• Microsoft Corporation
• Nabisco
• Ontario Hydro
• Procter & Gamble
• Purolator
• R.J. Reynolds Tobacco
• RJR
• Sandoz
• Schering-Plough
• Taco Bell Corporation
• Texaco
• U.S. Army
• Union Gas Ltd.
• VHA Inc.
• Warner Cable
• Wrangler
• Xerox
• Zenger Miller

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