Business 343: Introduction to Marketing Research Resources

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Business 343Introduction to Marketing Research
Resources

• _at_
• Simon Fraser University Library

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Main Topics

• First Steps
• Market Overview
• Competitors
• Business Conditions
• Demographics and Consumer Behavior
• Citing your sources Research Assistance

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First StepsTwo 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)

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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?

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First Steps Who might publish the information
you need?

• Common sources of marketing information
• Trade Associations
• Government Departments
• Private Research Firms
• Academic Researchers

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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 Dem
ographics Preferences Motivators FIND IT
IN Government websites, Commercial
databases, Reference Books, Journals
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First Steps SFU Library Website
The librarys home page www.lib.sfu.ca Click on
Browse research guides
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Click on Business Administration, -then on
Topic/Format -then on Market Research
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First Steps Secondary Market Research
Resources_at_ SFU Library
First Steps
Market Overview
Business Conditions
Demographics Consumer Behavior
Competitors
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Market Overview

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

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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

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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

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Market Overview Indexes Databases

• Business Source Complete
• CBCA
• Canadian Newsstand
• LexisNexis

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Business Source Complete
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Business Source CompleteIndustry Profiles
Publications
From Datamonitor International. (2007, October).
Advertising Industry Profile Canada. Retrieved
May 21, 2008, from Business Source Complete
database.
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CBCA Full-text Business Canadian Newsstand
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LexisNexis
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Market OverviewIndustry surveys and market
reports
Industry Canada Strategis
Passport
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Competitors

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

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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 gtgt Industry News ) for
  articles in the business press.
• Rankings
• Globe Mail Report on Business 1000

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Competitors Market Share Passport
A portion of a table from Euromonitor. (20 May
2008). Hot Drinks Singapore. Retrieved 21 May
2008 from Passport database.
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Competitors Market Share TableBase
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Business Conditions

• Search  Business 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

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Business Conditions Government Sources
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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.

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Demographic Consumer BehaviorStatistics
Canada
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Demographic Consumer Behavior Passport
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Demographic Consumer Behavior Ipsos News
Centre
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Demographic Consumer Behavior PMB Reports
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Guide to Marketing Information Resources at the
SFU Library
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Search Examples

• Business Search Complete
• Canadian Newsstand
• Passport

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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

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Citing Your Information Sources
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Doing Your Research _at_ Home
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Reference Research Assistance

• In-person, Telephone, E-mail Virtual Ask Us Now
  Reference Service
• SFU Surrey
• Greg Tourino gtourino_at_sfu.ca
• SFU Burnaby
• Mark Bodnar mbodnar_at_sfu.ca