COMM486 EECE 4901

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COMM486/ EECE 490-1

• New Venture Design
• David Lam Library
• Market Research Resources

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Format of class

• PowerPoint presentation
• Test your knowledge using databases
• Course Guide
• www.library.ubc.ca/lam

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Value of Market Research

• Gathering market intelligence is not an easy
  task.
• The Internet has helped marketers in their
  efforts to find information but the Internet is
  only the beginning.
• Bringing New Technology to Market, 2003.

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Information Categories
Whos buying? Why buy? When buy? Will they buy in
future?

• Customer intelligence
• Product intelligence
• Competitor intelligence

My niche? Competing products? Differentiator?
Who competes? Cost? Competitors financials?
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Research tip

• Rephrase your search many times in order to bring
  different articles up to the top of your search
  results.
• Find the terminology used for your
  product/service.
• Use synonyms.

• E.g.
• online learning
• gaming
• simulation
• eLearning
• learning technologies
• Learning 2.0

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Research Tip

• In searching library databases
• - add or change a term if you get too many
  irrelevant results
• - remove or change a term if you get too few
  results
• - consider using the dropdown lists

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Research Tip

• Does anyone collect this data?
• Who would be likely to collect this data?
• Can this data be collected?

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Research Tip

• Is there other relevant data to substitute for
  what I cant find?

Id like to find out how many people go back
country skiing in B.C.
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Research Tip
I need to find the number of cruise ship
passengers who shop in Yaletown.

• If youre searching for data at a very granular
  or micro level, you may need to move up to a
  larger category.

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Industry sources for specific industries
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Business Databases
www.library.ubc.ca/lam

• 50 databases on business administration
• Types of information
• journal articles
• company data
• industry data
• economic/statistical data,
• market research data
• government information
• investment reports, etc.

A-Z list of business databases
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Article databases

• Strengths
• - Reputable sources
• - Variety
• - Analysis
• - Specific
• - Current
• Research
• -opportunities
• - trends
• - markets
• - consumers
• - industries
• - competitors

• ABI Inform
• Business Source Premier
• Business Industry
• Canadian Newsstand
• Factiva
• Lexis Nexis

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Business Source Complete

• Search 3,000 journals
• Includes academic, trade, popular magazines, SWOT
  analyses, industry profiles, and product reviews
• Search internet service providers

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Factiva
Our most global news source, updated constantly
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Forrester Research
Significant source of statistical analysis and
forecasting
Respected industry source of data and opinion on
e-commerce, information technology
e
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Global Market Information Database

• Business intelligence on country economies and
  demographics, consumers, lifestyles, companies
  and industries, from Euromonitor
• eg,
• - video game outlook worldwide
• - refrigerator demand in India
• - yoga wear market and competitors in Canada

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GMID, cntd.

• Easiest Search Text Search
• Click OFF Statistics and Information Sources
• Click ON Body

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Marketresearch.com Academic

• Research reports, with charts, tables, and graphs
  key facts about many sectors, including
• Business services
• Consumer products
• Demographics
• Food/Beverage
• Healthcare
• Pharmaceuticals

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eMarketer

• Database of market research reports on e-commerce
• Considerable market forecasting
• Hard-to-find statistics, eg, total world spending
  on social network ads

• Internet
• Consumer demographics
• E-commerce
• Advertising
• Media
• Mobile
• Verticals (healthcare, etc.)

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In-Class Quiz

• Divide into groups
• Databases MarketResearch.com Academic, eMarketer
• Your company is working on a virtual world
  video-gaming website for children. The virtual
  world is designed to appeal to the same
  demographic as Club Penguin.

1. What types of information would you like to
find? 2. What did you find?
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Tablebase

• Tabular information on companies, industries,
  products, countries and markets from trade
  magazines, consultants reports, etc.
• Market share, market research data, company and
  brand rankings, industry and product forecasts,
  and production and consumption statistics.

Global biofuel crop yields by crop type in
gallons per acre per year for 2007 Corn 18
Cotton 35 Soybean 48 Sunflower 102
Rapeseed 127 Algae 10,000
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Consumer Behaviour

• Print Measurement
• Bureau Canadian
• Marketresearch.com
• Academic U.S.
• Global Market
• Information
• Database
• - International

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NAICS and SIC

• NAICSNorth American Industry Classification
  System (new)
• SICStandard Industrial Code (old)
• Both are numerical systems for classifying
  industries
• Links are on Industry Research Guide
• Performance Plus uses NAICS

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Using NAICS
Performance Plus (Industry Canada)
How can I get financial statements for my small,
privately-owned competitors?
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Using SIC for industry profitabilty

• Dun Bradstreet Canadian Industry Norms Key
  Business Ratios
• Solvency, profitability efficiency ratios
  across industries, classified by SIC

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Understand your customer

• Statistics Canada - http//www.statcan.ca/
• UBC students have enhanced access to material
• UBC Library also provides access to Cansim,
  Census, E-Stat, Statistics Canada Electronic
  Publications
• BCStats toby.library.ubc.ca/resources/infopage.cfm
  ?id868
• City of Vancouver http//www.city.vancouver.bc.ca/
  commsvcs/Census2001/local.htm

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Census

• Best place for demographics for geographic
  locations
• Canada, Metropolitan Centres, regions, Forward
  Sortation Area, Dissemination Area, which could
  be limited to a 6 block area or a high-rise
  apartment
• Kinds of information available income, marital
  status, family, age, educational attainment,
  ethnicity, occupation, dwellings (size, value,
  condition, owned or rented), religion
• The more specific geographically, the less
  demographic detail you will find

• The Census of Canada is conducted every 5 years.
• The latest is for 2006

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Census Forward Sortation Area
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Statistics Canada Electronic Publications

• Statistics Canada serial publications such as
• Retail Trade
• Canadian Social Trends
• Spending Patterns in Canada
• Motor Vehicle Registrations
• Shipping in Canada
• Air passenger origin and destination
• etc.

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Google Advanced Search
Synonyms (words with same or similar meaning)
Limit by domain name, e.g. gc.ca or gov.bc.ca
Limit to words in title only
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Research your market Use Google Advanced

• Advanced search feature enables more efficient
  searches
• Mastering Google for Market Research Tutorial

Search for an exact phrase
Limit by file type
Limit by domain, e.g. Government of Canada sites.
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In-Class Quiz

• You have designed a new easily programmable room
  thermostat for the housing market, and you want
  to research consumer usage patterns of
  programmable thermostats in North America.
• Databases Statistics Canada Electronic
  publications, Google Advanced

1. What types of information would you like to
find? 2. What did you find?
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Industry Associations Canadian Restaurant
Food Services Association

• Associations
• often provide
• -Industry
• Profiles
• -Statistics
• -Directories
• -Trend reports, etc.,
• - Legislation
• - Regulations
• Licensing
• Analysis of consumers/cutomers

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Research tip

• Rephrase your search many times in order to bring
  different articles up to the top of your search
  results.
• Find the terminology used for your
  product/service.
• Use synonyms.

• E.g.
• online learning
• gaming
• simulation
• eLearning
• learning technologies
• Learning 2.0

35
Research Tip

• In searching library databases
• - add or change a term if you get too many
  irrelevant results
• - remove or change a term if you get too few
  results
• - consider using the dropdown lists

36
Research Tip

• Does anyone collect this data?
• Who would be likely to collect this data?
• Can this data be collected?

37
Research Tip

• Is there other relevant data to substitute for
  what I cant find?

Id like to find out how many people go back
country skiing in B.C.
38
Research Tip
I need to find the number of cruise ship
passengers who shop in Yaletown.

• If youre searching for data at a very granular
  or micro level, you may need to move up to a
  larger category.

39
Accessing Library Resources from off-campus

• Resources to which the library subscribes are
  accessible remotely only by students, faculty,
  staff.
• Computers with a UBC IP address are allowed
  access to these resources.
• For off-campus access, use the Virtual Private
  Network www.vpn.ubc.ca.

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More help

• From our website, choose Contact Us for
  Librarians email, direct phone, MSN alias OR
  visit us in person.
• Christina Sylka
• Lindsay Ure
• Jan Wallace