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Gail Strachan, Campus Librarian Markham Campus Library Fall 2012

MRK 510– Applied Research. Gail Strachan, Campus Librarian Markham Campus Library Fall 2012. Agenda. Secondary Research Where to begin Subject Guides Databases Library Databases: Marketing – Marketline , PMB Product Data

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Gail Strachan, Campus Librarian Markham Campus Library Fall 2012

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  1. MRK 510– Applied Research Gail Strachan, Campus Librarian Markham Campus Library Fall 2012

  2. Agenda Secondary Research Where to begin Subject Guides Databases Library Databases: Marketing – Marketline, PMB Product Data News & Trends – CBCA Business; ABI/Inform; Business Source Premier Statistics – CANSIM

  3. Research • Identify the need for information. • Nature of information required. [format / type] • Searching for or accessing information. • Evaluating the information. CRAAP

  4. Where to Begin Databases Subject Guides

  5. Subject Guides

  6. Company Reports Business Description History Key Employees SWOT Analysis Key Competitors Major Products & Services

  7. Exercise #1 • Locate a company using the ‘Company Information’ resources on the Company and Industry Research Subject Guide. • Locate a company report in Marketline for that selected company. [Alternatively search for a report on The Gap]

  8. PMB

  9. Exercise #2 • Using the company you selected from the first exercise, or using The Gap, locate Canadian consumer data on a product or service associated with that company For example: Select “Men’s clothing” from the Apparel category, look at the category for Jeans and where the clothing has been purchased. • In the past 12 months where are men buying their clothing? • How is The Gap doing?

  10. News and Trends • Magazines • Trade Journals • Trade News • Newspapers Current News and analysis

  11. Sample Search

  12. Exercise #3 • Using the company you selected from the first exercise, or using The Gap, search for company news using one of the business news databases: CBCA Business Business Source Premier ABI Inform Make sure you use limiters: company fields, date limits, etc.

  13. CANSIM

  14. Exercise #4 • Using the company you selected from the first exercise, or using The Gap, locate Canadian statistical data from CANSIM on an industry associated with that company For example: Select “Retail and Wholesale” from the subject categories, look at the category for ‘retail sales by type of product’. • How much was spent on clothing, footwear, accessories in August 2012?

  15. Recap • Secondary Research • Databases • Business and Marketing [Directories, Marketline, PMB] • News [CBCA Business, ABI Inform, Business Source] • Statistics [CANSIM] • Always evaluate information! Use the CRAAP test. (Currency, Reliability, Authority, Accuracy and Position) • Always cite your research!

  16. Research Help Available In Person: Ask for help at the Reference Desk Online: Email: gail.strachan@senecacollege.ca answer within 24 hours Twitter: @gailseneca Live Chat:instant message conversation with a librarian

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