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Secondary Market Research

Secondary Market Research. Skills & Resources. BUS 556: Spring 2013. Mark Bodnar. Asking the right questions. ?. Can I find/buy a report on Salm-Apple products?. Asking the right questions. ?. What do I need to look for to create my own Salm-Apple report.

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Secondary Market Research

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  1. Secondary Market Research Skills & Resources BUS 556: Spring 2013 Mark Bodnar

  2. Asking the right questions ? Can I find/buy a report on Salm-Apple products?

  3. Asking the right questions ? What do I need to look for to create my own Salm-Apple report

  4. Asking the right questions • Industry/Competitors ? • Customers • Economic/Regulatory Environment

  5. Identifying likely publishers

  6. Identifying likely publishers Who would publish… information on how much salmon is consumed in Canada?

  7. Identifying likely publishers Who would publish… info on whether (and how) people’s GMO purchase intentions translate to reality?

  8. Business information $$$

  9. Business information Issues below (again) Issues below, plus… Expertise Experience Track record Issues below, plus… Methodology Varying definitions Varying quality Gaps

  10. Resources • Deep and broad info needed? Books and eBooks! • Samples… • Assessing the willingness to pay in the Pacific Northwest for salmon produced by Integrated Multi-Trophic Aquaculture • Functional foods and nutraceuticals • Results from the Functional food and nutraceuticals survey, 2005 • The propensity for consumers to offset health risks through the use of functional foods and nutraceuticals: the case of lycopene

  11. Resources • Articles, data, analysis, and more…? • Start with our guides for database suggestions. • <http://www.lib.sfu.ca/ Browse research guides Business Additional resources> • Market Research • International Marketing Research • Industry Surveys • Company Information

  12. Resources Possible demos? Passport GMID: Huge amount of data (with forecasts) on international market sizes, brand shares, economic indicators, and demographics, as well as deep analysis reports IBISWorld: Industry reports for US & China (& some global) PMB Reports: Canadian brand-level consumer demographics SimplyMap Canada: Map and rank Canadian neighbourhoods by their spending and census descriptions. Anything else of interest?

  13. Questions? Thank you!

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