1 / 35

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.

keegan
Télécharger la présentation

Business 343: Introduction to Marketing Research Resources

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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

More Related