Business 343 introduction to marketing secondary research skills and resources
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BUSINESS 343: Introduction to Marketing Secondary research skills and resources. Shane Plante Business librarian (Surrey campus) [email protected] Why I’m here …. To save you time spent on research To talk about research strategies and resources From your assignment:

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Business 343 introduction to marketing secondary research skills and resources

BUSINESS 343: Introduction to MarketingSecondary research skills and resources

Shane Plante

Business librarian (Surrey campus)

[email protected]


Why i m here

Why I’m here …

  • To save you time spent on research

  • To talk about research strategies and resources

    • From your assignment:

      • “Though you may use a variety of reliable Internet sites, use of other sources is preferred and strongly encouraged – e.g., trade & specialized magazines, databases, and statistical bulletins.”


Agenda

Agenda

Our agenda will roughly follow your handout:

  • Brainstorming

  • Identifying likely publishers

  • Library guides

  • Sample resources


Brainstorming

Brainstorming

Look at the brainstorming scenario on your handout. (Yes, the one about smoked salmon beer.)

2 minutes:

In small groups (2-3 people), decide what information (secondary only) you need before you can put together your marketing strategy. What are your questions?


Brainstorming1

Brainstorming

Look at the brainstorming scenario on your handout. (Yes, the one about smoked salmon beer.)

3 minutes:

Your group joins another small group. Both groups share some of the questions you’ve brainstormed.

Choose one idea from your joined groups to share with the class (30 seconds or less).


Brainstorming2

Brainstorming

Why should you be a bit disappointed if I handed you a report that answered all of your questions perfectly?


Perfect report

Perfect report?


Identify likely publishers

Identify likely publishers


Finding the perfect information

Finding the “perfect” information

  • Often, you won’t be able to find ideal information for your assignment.

  • Some of the information you’d like to find won’t be available or it will be decidedly imperfect.

  • If X doesn’t seem to be available, what other information would help you to determine X?


The 3 rs can help evaluate information

The “3 Rs” can help evaluate information

  • Reliability

    • Is the source credible?

  • Relevance

    • Does it apply to your topic?

  • Recency

    • How current is the information?


Library guides

Library guides

There are a variety of SFU Library research guides available to you, including …

  • Market Research

  • International Market Research

  • Company Information

  • Industry Surveys

  • * BUS 343 (Surrey, Summer 2010)


Finding library guides

Finding Library guides

From the Library’s homepage, you can find the guides like this …


Passport gmid

Passport GMID

  • National level data on consumption by product type.

  • Detailed market reports (fast moving consumer goods only) and demographic/economic data.

Main ways to find information in Passport:

Menu searching

Text searching

Browsing

(Note: practice questions on page 3 of your handout)


Business source complete

Business Source Complete

  • Of possible interest:

  • Trade Journals

  • Industry Profiles


Print measurement bureau pmb

Print Measurement Bureau (PMB)

  • Produced by the Print Measurement Bureau from their annual survey of Canadian consumers, media and publications.

  • The database contains information on consumers’ use of media, product consumption (by type and brand), and services such as finance and travel.


Business 343 introduction to marketing secondary research skills and resources

PMB


Business 343 introduction to marketing secondary research skills and resources

PMB


Pmb alcohol beer

PMB > Alcohol > Beer


Beer beer most often domestic microbreweries

Beer > Beer Most Often: Domestic/Microbreweries

Base = 100


Ipsos news centre

Ipsos News Centre

  • Ipsos = a research firm

  • Ipsos News Centre contains public opinion research from Canada and the USA, as well as some non-North American coverage.


Getting help

Getting Help

  • Ask anyone at the reference desk in any of the three campus libraries

  • Use our Ask a Librarianservices (via the Library home page) to contact a librarian (by phone, IM, or email).

  • Contact :

    Shane Plante

    [email protected]

Class? Due Date?

Where have you searched?

How have you searched?

Found anything close to what you need?

(I’ll typically be accessible Wednesdays to Fridays until Sept.)


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