1 / 20

BUS 442: Introduction to Marketing Research

BUS 442: Introduction to Marketing Research. Yolanda Koscielski ysk6@sfu.ca June 1, 2009. Objectives. Learn about the most highly relevant resources available to you for BUS 442 (particularly those on your handout). SFU Library Course Web Guides (2). 1. BUS 442: Primary Research web guide

jaafar
Download Presentation

BUS 442: Introduction to Marketing Research

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. BUS 442: Introduction to Marketing Research Yolanda Koscielski ysk6@sfu.ca June 1, 2009

  2. Objectives • Learn about the most highly relevant resources available to you for BUS 442 (particularly those on your handout).

  3. SFU Library Course Web Guides (2) • 1. BUS 442: Primary Research web guide • 2. BUS 442: Secondary Market Research web guide

  4. Marketing Scales Handbook • What? – A “bibliography” of research questions appearing in research articles • Who? – Published by the American Marketing Association • Why? – offers potential pitfalls + suggestions, survey questions • Where? – Reference section of the library

  5. Academic Articles • Useful for seeing what is already known about your broad research topic, i.e., literature review • Business Source Complete, PsycINFO • PsycINFO tips: • Age limit options and other limits • Subject heading searches/thesaurus

  6. Print Measurement Bureau (PMB) • Where: Access under “Journal articles and databases” + drill down to “category reports”. • What: Data on Canadian consumers based on an annual survey with a sample size of about 25,000 people • Provides data on Canadians’ leisure activities, product consumption (by type and by brand), media exposure, and more • How: PDF-like format; numerous tables organized by topic

  7. Print Measurement Bureau Category Reports

  8. Sample Table from PMB

  9. Review • Media Activity Tables: Viewers of specific kinds of TV shows 1. Which occupational demographic watches a significantly greater amount of “fashion, beauty shows”? 2. What percentage of Canadians 65+ years of age watch family dramas? 3. What percentage of viewers of Children’s cartoons has a post-graduate education?

  10. Ipsos Reid Databases (2) • Ipsos is a research firm • Ipsos News Centrecontains survey-based reports written by global IPSOS staff • Ipsos Trend Report Canada contains public opinion, statistics, and analysis.

  11. Private Research Found Elsewhere • Marketresearch.com • BBM: “supplies radio and television audience ratings services to the Canadian advertising industry” • NADBank: “NADbank designs and conducts research in Canadian urban markets…to assist in the buying and selling of daily newspaper advertising in Canada”. • Nielsen: “Nielsen offers an integrated suite of market information gathered from a wide range of sources…”

  12. Private Research Found Elsewhere • Go to website • Look for excerpts in articles; search in BSC, LexisNexis, etc. • Check the library catalogue

  13. TableBase • Contains tabular data on companies, industries, products and demographics • Data culled from 1,000+ resources • Typical information: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, healthcare

  14. TableBase • Search tips: • Keyword search only searches table title, text + descriptor field, so keep it simple! • Advanced search designed for more functionality, so keep it simple here, too.

  15. 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). Unique features: • Data right down to the Census Dissemination Area, or to the Forward Sorting Area • MapPoint software to create your own area

  16. Statistics Canada Census Metropolitan Area | Census Tract | Census Dissemination Area Directory of areas

  17. Local Information • Government can be a good source of 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) • BC Stats • SFU's Office of Institutional Research and Planning

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

  19. Ask a Librarian • http://www.lib.sfu.ca/help/ask-us/ • Ask Away • Ask Us by Email • Ask Us by Phone • Ask Us in person

More Related