BUSINESS 343: Introduction to Marketing Secondary research skills and resources

1. BUSINESS 343: Introduction to MarketingSecondary research skills and resources Shane Plante Business librarian (Surrey campus) spa61@sfu.ca

2. 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.”

3. Agenda Our agenda will roughly follow your handout: • Brainstorming • Identifying likely publishers • Library guides • Sample resources

4. 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?

5. 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).

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

7. Perfect report?

9. Identify likely publishers

10. 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?

11. 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?

12. 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)

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

14. 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)

15. Business Source Complete • Of possible interest: • Trade Journals • Industry Profiles

16. 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.

17. PMB

18. PMB

19. PMB > Alcohol > Beer

20. Beer > Beer Most Often: Domestic/Microbreweries Base = 100

21. 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.

23. 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 spa61@sfu.ca 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.)