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Business 343: Introduction to Marketing Research Resources

Business 343: Introduction to Marketing Research Resources. @ Simon Fraser University Library. Main Topics. First Steps Market Overview Competitors Business Conditions Demographics and Consumer Behavior Citing your sources & Research Assistance.

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Business 343: Introduction to Marketing Research Resources

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  1. Business 343:Introduction to Marketing Research Resources @ Simon Fraser University Library

  2. Main Topics • First Steps • Market Overview • Competitors • Business Conditions • Demographics and Consumer Behavior • Citing your sources & Research Assistance

  3. First Steps:Two Approaches to Market Research • Primary Research • Why: tailored, customizable, expensive • How: focus groups, surveys, field tests, interviews or observation • Secondary Research • Why: (relatively) cheap, quick, less targeted • How: literature research (print and online), Web research (organization and government websites)

  4. First Steps:What are you are searching for? • What do you need to know about the broad market for your type of product or for your industry? • What would you like to know about the competitors? • Are the broad business conditions likely to play a factor? • Do you need to know anything about the demographics and preferences of consumers?

  5. First Steps:Who might publish the information you need? Common sources of marketing information: • Trade Associations • Government Departments • Private Research Firms • Academic Researchers

  6. First Steps:Where do you find the information? Economic Information LOOKING FOR: CPI, labour Production GDP Import/Export FIND IT IN: Government websites, Commercial databases Industry & Company Information LOOKING FOR: Profile, Market size, Key players, customers Trends, Forecasts, Opportunities FIND IT IN: Commercial databases Journals, Trade associations, Company web sites, Government websites Consumer Information LOOKING FOR: Behaviour Demographics Preferences Motivators FIND IT IN: Government websites, Commercial databases, Reference Books, Journals

  7. First Steps:SFU Library Website The library’s home page: www.lib.sfu.ca Click on “Browse research guides”

  8. Click on Business Administration, -then on Topic/Format -then on Market Research

  9. First Steps:Secondary Market Research Resources@ SFU Library First Steps Market Overview Business Conditions Demographics & Consumer Behavior Competitors

  10. Market Overview • Articles in the business press are a great source of information about industry trends, new products, market projections, and other topics.

  11. Analyzing Your Topic • Before searching the databases, analyze your topic: break it down into concepts and think of synonyms for each idea. • Use AND / OR / NOT to combine terms to narrow or broaden your database searches. • Use * Truncation symbol to find all variations of a word ex. A search for "forest* " will result in items containing any of:  forestry, forest, and forests

  12. Sample Search Question • Topic: What are the trends in the women's clothing market? • Concepts: clothing AND women AND trend* • Synonyms: apparel AND female AND fashion

  13. Business Source Complete CBCA Canadian Newsstand LexisNexis Market Overview: Indexes & Databases

  14. Business Source Complete

  15. Business Source Complete:Industry Profiles & Publications From: Datamonitor International. (2007, October). Advertising Industry Profile: Canada. Retrieved May 21, 2008, from Business Source Complete database.

  16. CBCA Full-text Business & Canadian Newsstand

  17. LexisNexis

  18. Market Overview:Industry surveys and market reports Industry Canada Strategis Passport

  19. Competitors Directories • BC Manufacturers' Directory • Strategis: Canadian Company Capabilities Annual Reports / Financial Information • SEDAR (Canada), EDGAR (USA) • FPinfomart.ca

  20. Competitors – Market Share • Global Market Information Database : Includes market share information for over 3000 consumer goods companies in about 70 countries. • Market Share Reporter (Surrey Reference collections: HF 5410 M35) • TableBase : Finds statistical tables buried deep within publications such as industry magazines, annual statistical reviews, and government, association, and brokerage reports. • Also search Business Source Complete, CBCA Fulltext Business, Canadian Newsstand, and LexisNexis (Business >> Industry News ) for articles in the business press. Rankings • Globe & Mail Report on Business 1000

  21. Competitors – Market SharePassport A portion of a table from… Euromonitor. (20 May 2008). Hot Drinks – Singapore. Retrieved 21 May 2008 from Passport database.

  22. Competitors – Market Share:TableBase

  23. Business Conditions • SearchBusiness Source Complete, CBCA Fulltext Business, CPI.Q, Canadian Newsstand and/or LexisNexis for articles on business conditions and economic forecasts. • Government Sources • BCSTATS • Statistics Canada

  24. Business Conditions:Government Sources

  25. Demographic & Consumer Behavior Journals and Magazines • Search Business Source Complete, CBCA Fulltext Business, Canadian Newsstand and/or LexisNexis for articles on demographics and consumer behavior.

  26. Demographic & Consumer Behavior:Statistics Canada

  27. Demographic & Consumer Behavior:Passport

  28. Demographic & Consumer Behavior:Ipsos News Centre

  29. Demographic & Consumer Behavior:PMB Reports

  30. Guide to Marketing Information Resources at the SFU Library

  31. Search Examples • Business Search Complete • Canadian Newsstand • Passport

  32. Evaluate Search Results Too many retrieved • Limit by additional concepts Too little retrieved • Include synonyms or alternate terms Nothing retrieved • Use more general search terms • Reduce the number of concepts used • Refocus the search

  33. Citing Your Information Sources

  34. Doing Your Research @ Home

  35. Reference & Research Assistance • In-person, Telephone, E-mail & Virtual Ask Us Now Reference Service SFU Surrey Shane Plante: shane_plante@sfu.ca SFU Burnaby Mark Bodnar: mbodnar@sfu.ca

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