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BUS 444 B2B Marketing Research Skills & Resources Summer 2014

BUS 444 B2B Marketing Research Skills & Resources Summer 2014. Mark Bodnar mbodnar@sfu.ca. The Research Process. Choose a research question Think of some sub-questions Identify likely publishers Choose a database/tool/source Search and cycle your search Evaluate your results

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BUS 444 B2B Marketing Research Skills & Resources Summer 2014

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  1. BUS 444B2B Marketing Research Skills & ResourcesSummer 2014 Mark Bodnar mbodnar@sfu.ca

  2. The Research Process • Choose a research question • Think of some sub-questions • Identify likely publishers • Choose a database/tool/source • Search and cycle your search • Evaluate your results • Write and present your report Get help

  3. Questions (Ad infinitum…) Note. Figure to the right is reprinted from Meredith, Lindsay, “A Diagrammatical Template for Business Market Demand Estimation”, Industrial Marketing Management, Elsevier Science Inc., Vol. 35 Issue 4, (2006) p.431-445. Link: http://tinyurl.com/5autbb

  4. Think of some sub-questions • What are your sub-questions if you are a vintner in BC’s Okanagan region and you are hoping to… • estimate the demand • for organic red wine • in Alberta • in 5 years?

  5. Identify likely publishers

  6. Your choice… • SimplyMap-Canada • Passport Industrial – Canada • IBISWorld • Plunkett Industry Handbooks • Factiva • PMB Reports & IMS/Nielsen Clear Decisions

  7. TEST! Identify sources and source types • What full-service restaurants are operating in Calgary? • Are there any industry statistics for Canadian wine stores? • Where do I find information on industrial procurement, product differentiation or supply chain management in the wine industry? • Who are the key export markets for Canadian wine? • What are complements to purchases of wine.

  8. Thank you! Help? • Mark Bodnar • mbodnar@sfu.ca

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