management decision problem, the marketing research problem, the approach and research design, the informa- tion obtained to help management make the decision, and the recommendations.

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

Burke believes that a successful research project often leads to asubsequent 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.

Conclusion

The field of marketing research has evolved in sophistica- tion, scope, and importance over the years. Advances in technology have improved processes and methodologies,

providing higher value-added services. Burke has a strong identity and a long, rich legacy in market researchsince 1931andhence it is an apt representative of the marketing research industry. This case also demonstrates key aspects of the marketing research process, from problem definition to collecting data to analyzing data and presenting the macro-analysis report. Burke is continually undertaking efforts to improve the marketing research process, and this is what helps Burke and its clients learn andgrow.

1.Describe the evolution of marketing research.

2. How has the role of marketing research changed as the field has evolved?

3.What is Burke's view of the role of marketing research?

4. Visit www.burke.com and write a report about the various marketing research services offered.

5. What is Burke's view of the importance of defining the marketing research problem?

6. What is Burke's view of the marketing research process?

7. How does it compare with the one given in Chapter 1?

If Burke were to offer you a position as an account executive with the responsibility of providing marketing research services to P&G, would you accept this position? Why or why not?