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BUS 345: Marketing Research Library research / secondary data sources

BUS 345: Marketing Research Library research / secondary data sources. Shane Plante Business librarian, Surrey campus spa61@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 Shane Plante Business librarian, Surrey campus spa61@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. Overview Things that will be mentioned include … • Smoked salmon paté soda • Apple’s Steve Jobs standing on the shoulders of Amazon’s Jeff Bezos • 12-17 year old Canadians who drink 10-30+ cups of coffee a week

  4. 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?”)

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

  6. Secondary data Discuss (in groups of 2-4): See your handout (p. 1): “Your client, who is …” You are considering primary and secondary research options. What are the benefits and drawbacks of each approach?

  7. 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.)

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

  9. 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!)

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

  11. “90% enjoy smoked salmon paté soda!” Most people love Jones’ Smoked Salmon Paté Soda. How do you feel about it? • It’s deeeelicious! • Smoked salmon + soda = Mmm! • Tastes even better than Turkey and Gravy Soda. • No opinion. Note: This is not an actual survey. I enjoy Smoked Salmon Pate Soda as much as the next person.

  12. Secondary data: drawbacks Some drawbacks of secondary research (cont’d): • Reliability • 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?

  13. Market Research Guides (pg.1) On your handout: links to two SFU Library research guides: • Primary Research guide • Secondary Market Research guide

  14. 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?

  15. 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?

  16. Academic Articles • Useful for seeing what is already known about your research topic (i.e., literature review) • Business Source Complete, PsycINFO (p. 3) • PsycINFO tips: • Can limit by “Methodology” • Empirical studies • Literature reviews • Subject heading searches • “Times cited” links

  17. Marketing Scales Handbook (pg.3) • 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

  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.2) 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 • PC Census (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. BC Stats

  24. 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

  25. A few other key secondary data sources …

  26. Print Measurement Bureau (PMB) (pg.2) • 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.

  27. PMB

  28. PMB

  29. PMB: Beverages > Coffee

  30. Beverages > Coffee > 10-30+ cups

  31. Passport GMID (pg.2) • National level data on consumption by product type. • Detailed market reports (fast moving consumer goods only) and demographic/economic data.

  32. Ipsos News Centre (pg.3) • Ipsos = a research firm • Ipsos News Centre contains public opinion research from Canada and the USA, as well as some non-North American coverage.

  33. Business Source Complete (pg.3) • Of possible interest: • Market Research Reports • Industry Profiles

  34. Institutional Research and Planning at SFU (pg. 4) • They “define, collect, analyze, maintain and disseminate institutional knowledge” • Provides information on SFU student population

  35. Internal secondary data • Data collected by companies for a different purpose • Can be valuable when the company undertakes a market research study • Examples: • Sales data • Marketing data • Financial data • Company reports

  36. Commercial providers of data Some companies offer custom research • Example: • Taylor Nelson Sofres (TNS): “All over the world we run projects with local clients, commissioning specific local research. And all over the world we run major global projects for blue-chip multinational clients and the world’s leading brands.”* * http://www.tnsglobal.com/tns/what-we-do/

  37. Commercial providers of data Some providers collect particular data regularly and give access to clients for a fee (often by subscription) • Examples: • Nielsen Scantrack® “measure[s] 85 million retail product transactions a year, capturing conditions and sales in more than 350,000 stores across 30 countries and report on the sales of categories from beverage to entertainment and media products.”* • NADbank (Newspaper Audience Databank) “designs and conducts research in Canadian markets to provide cost-effective and accurate in-depth marketing information for its members to assist in the buying and selling of newspaper advertising in Canada.”** * http://en-us.nielsen.com/tab/product_families/nielsen_scantrack ** http://www.nadbank.com/en/about

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

  39. Using secondary data sources Brainstorm: • See your handout (p. 1): “Your client, who is …” What specific information would you want to find? Choose one piece of information that you want to find. Brainstorm likely publishers. Try to find it. (Ideally, it would be best to choose a piece of information that you might find in a resource you haven’t used before.)

  40. 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 : Shane Plante spa61@sfu.ca Class? Due Date? Where have you searched? How have you searched? Found anything close to what you need? (I’ll typically be accessible Wednesdays to Fridays until Sept.)

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