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BUS 345: Marketing Research Library research / secondary data sources

BUS 345: Marketing Research Library research / secondary data sources. Jenna Walsh Business Librarian, Surrey Campus jmwalsh@sfu.ca. Overview. Questions that will be addressed include … What are secondary data sources good (and not good) for? What are some key secondary data sources?

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BUS 345: Marketing Research Library research / secondary data sources

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  1. BUS 345: Marketing ResearchLibrary research / secondary data sources Jenna Walsh Business Librarian, Surrey Campus jmwalsh@sfu.ca

  2. Overview Questions that will be addressed include … • What are secondary data sources good (and not good) for? • What are some key secondary data sources? If you have any questions, feel free to ask at any time.

  3. Secondary data • What is secondary data? • < 10 words: data collected for a different purpose than your study • Examples: • A polling firm asks for people’s opinions on a topic (e.g., “Do you support random roadside breath testing?”) • The Canadian government gathers data on Canadians and Canadian companies (e.g., “How many females in Squamish lived at the same address 5 years ago?”)

  4. Primary data • What is primary data? • <10 words: data collected specifically for your study

  5. Secondary data Discuss (in groups of 2-4): See your handout (p. 1): “You work in marketing for a medium-sized firm. You are about to …” You are considering primary and secondary research options. What are the benefits and drawbacks of each approach?

  6. Primary data: benefits A few benefits of primary research: • Results are directly related to your specific research question • you decide: • who you study • how you study them • Recent results • Reliable (that is, you control methodology, etc.)

  7. Primary data: drawbacks A few drawbacks of primary research: • Pricey • Possibly time consuming • Potentially reluctant participants

  8. Secondary data: benefits A few benefits of secondary research: • Fast • Free • Allows you to see what other researchers have done (and how they have done it!)

  9. Secondary data: drawbacks Some drawbacks of secondary research: • Collected for a different purpose – Affects RELEVANCE • Who participated? • What was studied? • Why was the study done? • Where? • When?

  10. Secondary data: drawbacks Some drawbacks of secondary research: • RECENCY • There might be a lag time between collection and publication

  11. Secondary data: drawbacks Some drawbacks of secondary research (cont’d): • RELIABILITY must be evaluated • Who conducted the study? • What was the methodology? • Why was the study done? Bias? • How does it compare to other data you’ve found? • Has the study been replicated? • Does the data make sense?

  12. Market Research Guides On your handout: links to two SFU Library research guides: • Primary Research guide • Secondary Market Research guide

  13. Imagine you have a market research problem that needs to be solved. You come up with a brilliant (BRILLIANT!) idea for a study. What should you do next?

  14. Review the literature on your topic Find out what other researchers have already done. • Has someone else done the exact same study? • What similar research has been done? • What did they find? • What was their methodology?

  15. Academic Articles • Useful for seeing what is already known about your research topic (i.e., literature review) • Business Source Complete, PsycINFO (pg. 2) • PsycINFO tips: • Can limit by “Methodology” • Empirical studies • Literature reviews • Subject heading searches • “Times cited” links

  16. Marketing Scales Handbook (pg.2) • A “bibliography” of research questions appearing in research articles • Offers potential pitfalls + suggestions, survey questions • Older editions = in print (Bennett + Belzberg reference) + latest edition = online

  17. Institutional Research and Planning at SFU (pg. 2) • They “define, collect, analyze, maintain and disseminate institutional knowledge” • Provides information on SFU student population

  18. What resources have you already used to find info related to market research (e.g., for BUS 343)?

  19. Secondary data sources The secondary data sources you use will depend on your topic. Here are a few that might be helpful …

  20. Government sources Governments collect a wealth of data that they make available to the general public. Often this data is very useful when conducting market research. Here is a sampling of government sources and topics that they provide some data for …

  21. Statistics Canada (pg.3) Key resources: • Canadian Census • CANSIM* • Publications and research papers • Etc. *CANSIM = CANadian Socio-economic Information Management database

  22. Statistics Canada • To find the demographics and characteristics for a population of a given area: • Census Canada website • Data to the Census Tract level • PCensus(standalone computer at both Bennett and Belzberg libraries – Sorry, not at Surrey). • Unique features: • Data right down to the Census Dissemination Area, or to the Forward Sorting Area • MapPoint software to create your own area

  23. Provincial + local information • Some sources for local information: • City of Vancouver (also see sites for other • municipalities) • Tourism Vancouver, especially the Marketing Research • page • Vancouver Economic Development Commission • Downtown Vancouver Business Improvement Association • Business Council of British Columbia • BC Chamber of Commerce • Economic Development Association of British Columbia • Metro Vancouver (GVRD) • SFU's Office of Institutional Research and Planning

  24. A few other key secondary data sources …

  25. Print Measurement Bureau (PMB) (pg.3) • Produced by the Print Measurement Bureau from their annual survey of Canadian consumers, media and publications. • The database contains information on consumers’ use of media, product consumption (by type and brand), and services such as finance and travel.

  26. PMB

  27. PMB

  28. PMB: Beverages > Coffee

  29. Beverages > Coffee > 10-30+ cups

  30. Passport GMID (pg.3) • National level data on consumption by product type. • Detailed market reports (fast moving consumer goods only) and demographic/economic data.

  31. Ipsos News Centre (pg.4) • Ipsos = a research firm • Ipsos News Centre contains public opinion research from Canada and the USA, as well as some non-North American coverage.

  32. Business Source Complete (pg.4) • Of possible interest: • Market Research Reports • Industry Profiles

  33. Business Monitor Online (pg. 4) • Broad industry reports for many countries, including Canada • Tip: Try browsing rather than searching

  34. Searching for secondary data • Brainstorm research questions (and sub-questions) • Identify likely publishers

  35. Getting help

  36. Getting Help • Ask anyone at the reference desk in any of the three campus libraries • Use our Ask a Librarianservices (via the Library home page) to contact a librarian (by phone, IM, or email). • Contact : Jenna Walsh jmwalsh@sfu.ca Class? Due Date? Where have you searched? How have you searched? Found anything close to what you need?

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