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In this comprehensive two-day seminar designed for people who want to learn how to plan, execute, and/or manage linkage research and analysis initiatives, you will learn:

  • The origins of and rationale for linkage research and analysis, and why linkage research and analysis is an area of criticalimportance to marketers and marketing researchers.
  • The challenges and potential barriers to successful linkage research and analysis efforts, along with proven strategies foraddressing these challenges and barriers.
  • A step-by-step process for designing and executing linkage research projects.
  • Specific quantitative and qualitative techniques for establishing the linkages among: multiple sources of customer and market data; customer data and financial/market performance metrics; customer data and employee data; customer data and internal/operational performance metrics.
  • How to apply the results of linkage research and analysis in order to: evaluate the costs and benefits of alternative managerial actions and investment strategies; determine priorities for managerial action and resource allocation;align and set performance targets for internal processes and operations in order to maximize the probability of achieving desired financial and market performance results; monitor and assess the impact of the preceding decisions and actions.


Day 1

8:30 am – 5:00 pm


Session 1 –Rationale and Overview of Linkage Research and Analysis:

  • Definition, rationale, and origins of linkage research and analysis
  • Types of linkage analysis
  • Key challenges and potential obstacles to linkage
  • Basic approaches to and units of linkage research and analysis
  • Introduction of a recommended process for analysis
  • Examples and case illustrations


Session 2 – Key Steps in Designing Linkage Research Projects:

  • Linkage research and analysis process overview
  • Definition and rationale for blueprinting
  • Overview of the blueprinting process
  • Organizing and facilitating a blueprinting session
  • Using the blueprint to assess readiness to conduct linkage analysis
  • Using the blueprint to focus and direct data inventory and assembly
  • Key data processing and preparatory considerations and challenges
  • Examples and case illustrations



Session 3 – Overview of Linkage Analysis Process Steps:

  • Analytical steps in a linkage project
  • The recommended ten-step process
  • Key objectives of each step of the process
  • Examples and case illustrations
  • Understanding alternate analytical techniques for linkage analysis


Session 4 – Linking Multiple Sources of Customer and Market Data:

  • Goals and benefits of linking multiple sources of customer and market data
  • Strengths and limitations of alternative sources of customer and market data
  • Relevant techniques of analysis
  • Triangulation of data and analysis of convergence
  • Case illustration of convergence analysis and mapping
  • Linking multiple customer surveys through bridge modeling
  • Case illustrations of bridge modeling
  • Mini-workshop



Day 2

8:30 am – 3:30 pm


Session 5 –Linking Customer and Market Data to Financial and Market Performance Indicators:

  • Rationale and benefits of linking customer and market data to financial and business results
  • Basic approaches to analysis
  • Overview and illustration of projection
  • Overview and illustration of direct linkage
  • Influential factors and key considerations in approaching linkage of customer and market data to financial and business results


Session 6 – Linking Customer and Market Data to Data from Other Key Stakeholders:

  • Rationale and benefits of linking customer and market data to data from employees, intermediaries, and other key stakeholders
  • The business case
  • Quasi-employees of the firm
  • Linking and prioritizing customer and employee issues




Session 7 – Linking Customer and Market Data to Internal Process and Operational Data:

  • Rationale and benefits of linking customer and market data to process and operational data
  • Case illustrations
  • Key learning
  • Key steps in action planning and implementation


Session 8 – Building the Linkage Blueprint – A Workshop:

  • Team-based exercise designed to allow participants to apply the linkage blueprint and data inventory assessment steps
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Experience our unequalled commitment to excellence by attending one of 20+ highly acclaimed marketing research seminar offerings or combine a group of courses into a unique customized program for your organization. 

Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.

When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:

You can choose from a wide range of seminar topics to meet your continuing educational needs. Participants can select a sequence of seminars which offer coordinated state-of-the-art training with increasing levels of sophistication and depth in the chosen area. This eliminates the duplication and conflicting content which often results from attending disjointed seminars from different sources.

We are fully committed to making each seminar a memorable learning experience - before, during and after the seminar. Our staff provides highly personalized assistance in selecting the best programs (ours or others) for your needs. And our seminar leaders are available to you to answer technical questions long after the seminar has ended. ...

Burke Institute
500 West 7th Street, Cincinnati, Hamilton, Ohio, USA 45203
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