The Walker

Information Group
Case Overview
The Walker Information Group
● The Walker Information Group is among the largest research companies in the world.
● Walker’s clients include many Fortune 500 leaders such as Cummins Engine, Lenscrafters, Florida Power and Light.
● The company was founded in 1939 as a field interviewing service by Tommie Walker.
● She got her first interviewing work for surveys with a bank that wanted to know who was listening to the music show they
were sponsoring.
● After that, she got more interviewing work for surveys with referrals.
● A&P wanted to hire Tommie as a surveyor. But, wanted someone with a formal company, field staff and insurance.
● So, Tommie founded Walker Marketing Research in 1939.
● Today, Walker Information Group specializes in business, healthcare, and consumer research as well as database marketing.
● Walker Information conducts traditional market research services that range from questionnaire design and data collection
to advanced analysis and consultation.

Approach - Building World-class Experience Programs

Case Overview
Q1 – What type of custom survey research projects might Walker Information, Inc.
conduct for its clients?
Data Source
• It is a business unit
primarily concerned with
data collection and
processing data.
• Business Research
• Healthcare Research
• Consumer Research
• Database Marketing
• Questionnaire Design and
Data Collection in major
business markets.
Customer Satisfaction Measurement
• It is related to measuring customer satisfaction and helping
Walker Clinical
clients improve their relationships with customers.
• CSM Worldwide Network spans more than fifty countries. It • is a health-care product
is the first international network of professional research use research company.
and consulting businesses dedicated to customer Walker helps
satisfaction measurement and management. pharmaceutical, medical
• The CSM Worldwide Network assures that multi-country device and consumer-
customer satisfaction research is consistent by taking into product manufacturers
account local conditions and cultural norms. test how well new
• Network members are trained to use consistent methods products work and how
that allow standardization and comparability of information customers like them
from country to country.

Walker Direct
• designs and develops
databases and implements
direct marketing programs
that help generate leads for
businesses and raise funds
for nonprofit organizations.
Q2 - What stages are involved in conducting a survey? For which stages might a
client company hire a research supplier like Walker Research?

Walker Information Group being the one of the largest research company might use market
research surveys using scientific method. The stages involved in conducting a survey are :-

Define the Objective Determine research Design and prepare Sampling and data Visualize data and
Analyse the Data
and the problem design research instrument Collection communicate results

The company can hire a research supplier like Walker from the first stage itself to conduct
the research in all the ways. Primary data source is the original data source that is the one
in which the data is collected firsthand by the researcher for a specific purpose.
Q3 – What is the purpose of customer satisfaction measurement?

A satisfied customer is a profitable customer: A happy customer is much more likely to

recommend your firm to others, which lowers the cost of customer acquisition. Additionally,
happy clients are more likely to recommend you to others, serving as brand ambassadors and
generating more sales

The measure of business performance: The success of a business is directly linked to its ability to
delight, retain and grow the customer base.

Customer satisfaction helps decision-making in business: A company’s relationship with

customers influences the production costs and profit, leading to more excellent value for investors.

Helps a Firm Distinguish Itself: Competitors have an opportunity to outperform one another due to
shortcomings in the product or service offered, bad customer service, etc. Additionally, producers of
comparable goods profit from flaws in rivals. Additionally, they keep an eye out for negative customer
reviews of rival items and hunt for openings when rivals make mistakes.
 Q4 – What measures, other than findings from surveys, might a company use to evaluate
the effectiveness of a total quality management program?
Total Quality Management is a manufacturing philosophy which focuses on improving quality across the operations,
and producing higher quality products with few defects.

Product Traceability and Recall Reports

Balanced Scorecard
Balanced scorecard (BSC) refers
to a strategic management
performance metric used to
identify and improve various
internal business functions and
their resulting external
outcomes.
The Balanced Scorecard provides
a framework for evaluating
company performance based on
four perspectives: Finance,
Customers, Internal Business
Process and Learning and
growth.
A product traceability report shows where all parts of an
item come from and whether they meet specifications .
Recall refers to identifying defective products and the
removal of those products from sale. A recall report
identifies the number of products recalled and the
reason why they were recalled.
Feedback from internal and external stakeholders
Stakeholders may be employees, customers, suppliers,
or other parties. Feedback from stakeholders is
important because it gives you insight into your
organization's strengths and weaknesses.This feedback
can come in many forms like interviews,
questionnaires, and complaint records.
Internal Audits
An audit is conducted internally to
ensure compliance with internal
policies and regulations. Internal
audits are performed to verify that
the planned processes are being
followed and are actually improving
the quality of the organization's
product or service.
Auditors check to see if the processes
are being properly implemented,
documented, and controlled.